Zippo case study
-
Upload
victoria-wellington-deanda -
Category
Documents
-
view
265 -
download
2
Transcript of Zippo case study
Licensing & Brand Case Study
By: Victoria Wellington-deAnda
Who We Are
First lighter Design: Rectabgular with Chimney design sold for $1.95 each
Founded in the late 1930s by George G. BlaisdellIn Bradford Country Club in Bradford, Pennsylvania. Mr. Blaisdell watched a
friend an Austrian-made lighter. �e lighter worked well, even in the wind, due to the design of the chimney. But its appearance was utilitarian. Its use
required two hands, and its thin metal surface dented easily.
Origin of name: Mr. Blaisdell liked the sound of the word “Zipper” so he played with di�erent variations of that name
Application for the original Zippo patent was �led on May 17, 1934, and patent number 2032695 was granted on March 3, 1936. A second patent, number
2517191 was issued on August 1, 1950.
Li�ime use promise: “It works or we �x it for free”
Logos/Taglines
1948- 19571957
1977
“The
One
-Zip
Win
dpro
of L
ight
er”
“Am
eric
a's
Num
ber O
ne B
usin
ess
Gift
”
“Alw
ays
wor
ks -
or w
e �x
it fr
ee”
“Gua
rant
eed
to W
ork
FORE
VER”
“The
Lig
hter
that
WO
RKS”
“Wor
ks a
lway
s... o
r we
�x th
em fr
ee”
“Use
it to
sta
rt s
omet
hing
.”“W
hen
you
need
it, i
t wor
ks.”
“Zip
po. F
or R
eal.”
“The
Nam
e In
Fla
me.”
1994-Present
1960-1678
1936
1939
1937
1947
Core Product Past
Zippo Windproof Lighters with date codes stamped on the bottom
Core Products Present
Lighters
Lighter Fluid
Marketing Mix
Zippo products are sold in more than 160 countries around the world.
Methods of CommunicationBrick & MortersCompany Website Facebook Page Zippo Iphone App Twitter PageSocial Media Campaigns such as “Share �e Pain”:
Showcasing the percentange of Zippo owners who have lost their Zippo lighters
Advantages & Disadvantages
Advantages Disadvantages
Zippo lighters were introduced during Golden
years of smoking
Decline in smokers in today’ssociety.
Strong brand image
High quality products
A�ordable pricing
Brand image rigid, hard to extend to other products
Health awarness: Negative health a�ects from smokingPromoted mainly towards
men
Channel Partners
CONSUMER KNOWLEDGE/ Consumer Segment
Windproof
Lifetime Guareentee
American Icon
Variety of colors, textures, designs & materials
Originally Used for Cigarette/ Smoking
Variety of Products
Smart Co-branding tatics with companies like
Harley-DavidsonUnisex: However Target Audience: Males 18-34
Product Category Extensions 1. Co-branding
EGLOO X
ZIPPO
The Egloo needs 4 candles for a complete re�ll, enough for
warming up a 20mq environment. Each re�ll has a life of 5 hours with
less than 10 cent.
IDEA: For Egloo to advertise/ market product using Zippo lighters to light
candles. Sell Egloo with 4 Zippo lighters pre installed
in product thus resulting equity for both companies
Egloo a candle powered heater that provides a cheaper and more ecological way to use energy to heat rooms. �e Egloo stores heat and gradually releases it radiation even a�er t blows out.
Product Category Extensions 1. New Invention
ZIPPO USB LIGHTERS
IDEA: To create a USB lighter with Zippo’s durable, long-lasting and steek lighters.
References
"Egloo." Egloo. N.p., n.d. Web. 28 Mar. 2015. <http://eglooinfo.it/>."Zippo.com." Zippo.com. N.p., n.d. Web. 28 Mar. 2015. <http://www.zippo.com/>.
USB LIGHTER. Digital image. N.p., n.d. Web. 28 Mar. 2015. <http://www.yankodesign.com/images/design_news/2007/11/02/usb_lighter.jpg>.