Rollerblade: Effective Implementation of Marketing Concept

Less than two decades ago, in-line skates were an off-season training tool for hockey players. In the mid-1980s, Rollerblade develop marketing strategies that position in-line skating as a new sport. The company sold in-line skates to bicycle and conventional skate rental stores in two trend-setting places: Miami Beach, Florida, and Venice Beach, California, and a new form of recreational sport that appeals to many age groups and social classes were born. Backed by aggressive marketing and public relations, the popularity of the new sport soared and was quickly integrated into the mainstream. As competition appeared, Rollerblade continued to lead the market with such innovations as breathable shoe liners, buckle closure systems, and female-specific skates; today the company holds several hundred patented innovations.

The company's product line illustrates the utilization of segmentation, targeting, and positioning strategies. The company targets five segments and offers models that provide different benefits to the member of each segment:

1. Men can choose among models design for expert, intermediate, or demanding skaters, and among such benefit as style, technological innovation, and performance.

2. Women are targeted with similar choices as men.

3. There are several models for kids.

4. Street and Park skaters can choose among models focused on durability, performance, or attention to details.

5. Race skaters are targeted with a model offering high-tech features and top performance.

The models offered to men, women, and kids include brakes, whereas the models offered to street, park, and race skaters do not.

Rollerblade's entire marketing mix stems from its core product. In addition to the in-line skates, the company sells helmets, skate bags, and wrist, elbow, and knee protectors. The skates are priced along a range varying from the very expensive models offered to aggressive skaters who look for maximum performance, to value-oriented skaters, to recreational skaters. The products are distributed in a variety of outlets - both domestic and overseas - in a way that reflects the market segments targeted and the skate models' prices. The company advertises its products in the mass media, issues frequent press releases as part of its public relations, and promotes its products through athletic and event sponsorships, as well as its "Skate School."

The company's Web site also includes features that encourage skaters to revisit, such as a list of places to skate (arranged by state), a dealer locator, skating tips, tips for people who wish to take up the sport, and suggestions on skating safety. These features show that Rollerblade has a through understanding of customer retention as well as social responsibility.

(Source: www.rollerblade.com)