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They’ve Got Your Bak
They’ve Got Your Bak
Daniel Flores
Marketing OAD-31863
September 11, 2010
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They’ve Got Your Bak
Discuss how business relationships and strategic partnerships have helped to
increase the value of Camelbak’s products and the business itself.
Since its beginning, Camelpak has had an accurate target market. Anyone
who wishes to have water with them at all times will greatly benefit in purchasing a
Camelbak hydration device. The first major target market of the Camelbak was the
bicycle scene. When riding a bike, using the Camelbak omits the need to stop and
take a water break. It may seem minute, but to a biker it is important to stay
hydrated while keeping a fast and continuous pace.
Once the Camelpak flooded the bike market, it got the attention of the
military. Now the military branches are the largest customers of Camelpaks.
Camelpak had definitely become a household name when it comes to hydration
devices, as Shawn Cullen stated, “Everyone calls a hydration system a Camelbak”.
What types of business market customers does Camelbak sell to?
Camelbak is a true business success story. The Camelbak was designed to
meet a need of hydration while in transit. The first design was used to remove the
need for a water break while riding bikes. With that, it is marketed to the person
that is on the run, such as runners, bicyclists, police patrol officers, and soldiers.
Anyone who finds themselves moving a lot and expressing energy that causes thirst
can greatly benefit from the Camelpak hydration device.
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Review the types of demands that most influence business markets. Which ones do
you think are most important for Camelbak to consider in its marketing strategy?
Why?
There are many different types of demands that influence business markets.
The beginning demands are usually needs for people such as food, water, and
shelter. After these, wants come into play. This is where people have the
opportunity to make decisions based upon what they want rather than what they
need. Camelbak has been able to plan their business around a need of water.
Everyone gets thirsty. Everyone has to fulfill that need in order to stay alive.
Camelbak turned that need into an innovative solution to the thirst problem. The
potential buyer has the option of carrying a standard type of bottle of water, but it
seems better to use a Camelbak. Since all humans get thirsty and are usually in a
hurry, the Camelbak can easily be marketed to all types of athletes, construction
workers, police officers, and military personnel.
What type of business product is a Camelbak backpack?
The Camelbak brand started as a consumer product but has turned into a
business product. Since the United States Government is one of the biggest
purchasers of the Camelbak hydration devices, it is considered a business product.
The Camelbak would be considered accessory equipment. Accessory equipment is
goods, such as portable tools and office equipment, that are less expensive and
shorter-lived than major equipment(Lamb, Hair, and McDaniel, 2009). Since the
Camelbak is used quite a bit by the consumer, the life of the product is shorter. All
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in all, the Camelbak has solved many cases of thirst all around the world without
losing any precious time.
Reference:
Entrepreneurship Case: They’ve Got Your Bak’
Lamb, C., Hair, J., & McDaniel, C. (2009). Essentials of Marketing (6th ed.).
Mason, OH: Cengage/South-Western. (p.p. 201-202)
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