While determining what product or service I wanted to examine for this paper I had to do some hard thinking because I knew that if it was something I was interested in I would work harder to investigate it’s marketing strategies and so forth. This is why I choose to research the Smoothy sandal by Reef Brazil. Reef Brazil is a company that only makes sandals, skater shoes, and socks. The marketing for the style Smoothy does not become distinct in comparison to the other sandals that Reef makes, but they are their most popular style and a close replica of the original model first developed by the founders of Reef. Understanding the background of this company is crucial while examining their marketing efforts for their sandals.
The Chief Executive Officers of Reef Brazil are brothers Fernando and Santiago Aguerre. ... While in Brazil they met a sandal manufactuturer and began importing sandals to their surf shop, and then to the United States. This is how Reef began in the United States. ... Thus we can see why the theme is the core of the company and their marketing strategies for the Smoothy sandal. Reef must always keep focus on their motives for being in business. ...
Reef addresses this theme of comfort while living life, by allowing one to go about their day living it up and not having to worry about sore and tired feet. Reef states that they designed their sandals from the ground up with the athletically inclined in mind. ...
Reef Brazil does not have many brand line or extensions. ... Because Reef’s early designs were so successful, they created customer value and were able to develop new styles and even branch out to making skate shoes and socks.
Reef Brazil has an internal value chain in which the company has most definitely research and developed a product that fits their target market, and they distribute them to shoes stores across the world that must be doing fairly good job, which is evident in Reef’s success. I am not completely educated on Reef’s internal value chain due to a lack in information, yet I know that they rave about the quality of their sandal so the manufacturing must be a success. I do know that when I called Reef headquarters the human resource women was not available to speak to me at that time and never returned my phone call. ... Because of all the research I have done on the founders of Reef Brazil and how down to earth they seem and their philosophy for their company and their own life, I wonder how they would react knowing how I was treated when calling their company. ...
The external value chain is difficult for Reef because they only sell to distributors and they do not have any of their own stores. This mean that controlling the process from getting the raw material, like Eva, going to the manufacturer, and then to the company is under some control of Reef, but having their product in different retailers all over the world is out of their control. ...
The positioning of Reef becomes very important to their company and specifically for the style Smoothy. Reef would hope that consumers would view their products as the sandals to buy that support the active life one obtains. ... I personally have positioned Reef in a similar manner. I relate Reef’s to surfers and aquatic sports, partially because that is how I was introduced to them and of the retailers in which they are sold, and partially because of how I have used/worn my own Reef sandals. ... Knowing this is important because Teva has also come out with a similar style sandal, yet Reef has definitely differentiated them from Teva because they are known for surfing while Teva is more of a trekking type shoe.
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