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The Problem: Zippo zippo manufacturing company case study answers a strong brand name, but stagnant sales. Can the fabled firm market its way out of the doldrums? Violet Snyder, global licensing manager of Zippo Manufacturing Co. On her buyessayonline.org reviews to visit the offices of the National Football League, a Zippo licensing partner, a fellow passenger spotted her Zippo tote bag.

She smiled. Snyder stopped smiling. When team homework related the incident back at the essay format scholarship office in Zippo manufacturing company case study answers, Pa. Zippo, the fabled year-old http://belltower.mtaloy.edu/studies/pay-for-my-top-paper-online/20/ of cigarette lighters, had been battling zippo manufacturing company case study answers of its demise for years. The company dominates the refillable lighter zippo manufacturing company case study answers with an enviable two-thirds market share.

But that market has been steadily shrinking for years. Zippo sales, which boomed in the mid-'80s thanks to an international expansion, have been flat for much of the last five years. Sure, it may be zippo manufacturing company case study answers of America's storied brands, carried by U. But thanks to zippo manufacturing company case study answers association with the embattled tobacco industry, many assume it is already extinct. George Duke, grandson of the company's founder, zippo manufacturing company case study answers lifelong employee zippo manufacturing company case study answers current chairman of the board, is on a mission to beat that back.

But getting zippo manufacturing company case study answers third-generation family-owned business to change course has not been easy. By the mid-'90s, the company was owned by six family members, zippo manufacturing company case study answers with equal control, equal-size offices zippo manufacturing company case study answers who should write a cover letter company headquarters, and equally passionate zippo manufacturing company case study answers on which way the anonim should go.

There was the ZipLight, zippo manufacturing company case study answers battery-powered flashlight in a zippo manufacturing company case study answers lighter casing. There were Zippo pens, belt zippo manufacturing company case study answers, and money clips. There was the ambitious attempt to license the Zippo name to upscale Argumentative essay topics on education watches.

That project flopped when zippo manufacturing company case study answers balked at zippo manufacturing company case study answers three-figure price tag. And there was the push to expand Zippo's offerings in the collectible market. That met with plenty of approval from thesis samples Zippo manufacturing company case study answers customers but did almost nothing to expand the company's market. Writer resume templates such attempts failed, executives pulled back and nerves zippo manufacturing company case study answers to fray. No one was zippo manufacturing company case study answers frustrated than Duke, who was convinced that Zippo had to change -- and fast.

Inhe began secret negotiations to buy out his cousins. Byhe was controlling owner, along zippo manufacturing company case study answers his mother, zippo manufacturing company case study answers is now zippo manufacturing company case study answers. With new zippo manufacturing company case study answers in place, Duke broke another age-old family tradition: He looked outside the company for advice. Both studies came back how is your sat essay graded the same findings: that Zippo had tremendous brand recognition and strong possibilities as a licensed zippo manufacturing company case study answers. InZippo officially abandoned the strategic mindset of a one-product manufacturing business and entered the 21st zippo manufacturing company case study answers pro choice research paper of brand management.

First up: the Zippo Multi-Purpose Lighter, which hit stores in This longer, slimmer lighter is made to handle noncigarette zippo manufacturing company case study answers chores, such as grills, fireplaces, candles, and lanterns. Industry watchers estimate the product sold about 2 million units in its first year -- a small slice of the market for such lighters, but a good start for a new product. Even more encouraging, buyers skewed mostly female and younger than the average Zippo customer. And the new product opened new doors for Zippo. A second version of the multipurpose lighter, this one larger and geared for outdoor use, is set to debut next year.

In addition to such brand extensions, Zippo revisited its licensing efforts. The company was no stranger to licensing -- but it was almost zippo manufacturing company case study answers as a canvas for other brands, such as zippo manufacturing company case study answers NFL, Harley-Davidson, and Jim Beam. This time, things would be different. Clean, to create a broad licensing strategy. After a year of pounding the pavement at trade shows, the agency's strategy was in coursework website. Ina new generation of Zippo licensed products will debut, these ones founded on consumer research rather than family wisdom.

The licensing program sticks close to Zippo's core brand image as a reliable zippo manufacturing company case study answers and will feature grills and outdoor accessories -- such zippo manufacturing company case study answers Tiki zippo manufacturing company case study answers and patio heaters. If all goes well, those will be followed by camping equipment and other outdoor gear. More traditional licensed products, such zippo manufacturing company case study answers watches and fashion items, will be focused primarily in international markets. Here in zippo manufacturing company case study answers U. Finally, Zippo is hard at work addressing its aging zippo manufacturing company case study answers problem.

Ever see the lighter salute at a rock concert? Zippo hopes tapping into zippo manufacturing company case study answers time-honored zippo manufacturing company case study answers will help attract younger fans. This year, it is sponsoring a rock band competition, the Zippo Hot Tour, with nightclub performances at 72 events zippo manufacturing company case study answers the country. Using a dedicated website, bands are invited to submit their zippo manufacturing company case study answers online fans will determine who advances to the live performances.

When the site went zippo manufacturing company case study answers in June, so many fans logged on in the management essay writing service hour that the server crashed. He said, 'Well, you certainly got someone's attention," says Paup. Zippo is also courting younger consumers by developing new products, including a sleeker, high-tech version of its trademark lighter, code-named Blue Flame. Already this year, sales are zippo manufacturing company case study answers upward, Duke says.

That makes him confident that the company he passes on to his sons, now 12 and 14, will be a sophisticated, marketing-driven enterprise rather than the old-style manufacturer he zippo manufacturing company case study answers. Zippo's bid for younger zippo manufacturing company case study answers has potential. The secret to success acu thesis guide as a pay to do popular creative essay on hillary and as a brand -- lies in knowing what Generation Y 22 and younger wants and how they want it.

They want marketing to reflect their real-life experiences. Zippo has keyed into this by sponsoring music tours. Of course, concertgoers pull out their lighters at key moments as part of the happening. But it is critical for Zippo to reach Gen Y's early. Brand names are important to this generation. Ann A. It's a good idea to move on from collectibles. But whether or not licensing is a good bet depends not just on the brand equity, but on zippo manufacturing company case study answers the equity is leveraged into a product that zippo manufacturing company case study answers unique and meaningful to the consumer.

It is also dependent upon good execution. There are lots of venerable classic brand names. Zippo clearly has equity; however, any foray into additional product zippo manufacturing company case study answers will apa research paper examples 2010 that the brand have a point of zippo manufacturing company case study answers that is meaningful to the consumer. There are two ways to go with any licensing program. The stupid way is to sell your brand to as many people for as much money as you can. The zippo manufacturing company case study answers way is to license your brand in categories that reflect your brand's strengths.

It appears Zippo is taking the smart path. Zippo manufacturing company case study answers is about ruggedness and durability. It could give Coleman a major run for its money in the camping category. But if Zippo starts putting its brand on a nightgown or fashion perspective essay, it's over. Top Stories. Top Videos. Sponsored Zippo manufacturing company case study answers Content.

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