Marketing OXO
Marketing: OXO
OXO is a design company whose mission is "OXO is dedicated to providing innovative consumer products that make everyday living easier." OXO was established by Sam Farber in 1990 to develop the Good Grips range of comfortable, easy-to-use kitchen utensils. Farber's inspiration to establish OXO was due to his wife. Sam began to question the effectiveness of kitchen utensils when he observed his wife's difficulty in gripping and using ordinary kitchen tools, due to her mild case of arthritis. He saw it as an opportunity to help not only people with arthritis but also to create more comfortable kitchen tools for everyone to use. It has since grown to over 850 products, including cooking, storage, cleaning, office and organizational tools. Today OXO continues to manufactures innovative products and has brought the principles of universal design to the global marketplace. This company has proven that design for all can be innovative, appealing and profitable. These user friendly designed kitchen utensils set a new standard for the industry and raised the bar of consumer expectation for comfort and performance (About OXO).
OXO Target Market
OXO is not a product line devoted entirely to those with particular difficulties such as arthritis and dexterity problems, but rather a line developed to be easy for all ages, abilities, strengths, and sexes to use. Each product is developed based on the concept of Universal Design (also known as Inclusive Design), a philosophy of making products that are usable by as many people as possible (About OXO). This Inclusive Design has created a large target market for the company's products. OXO has covered many different segmentation classifications such as geographic, demographic, behavioral, and psychographic (lifestyle) by the philosophy of Universal Design. This company offers at least a few items fitting for any and every individual.
Value Proposition Since beginning in
OXO is a design company whose mission is "OXO is dedicated to providing innovative consumer products that make everyday living easier." OXO was established by Sam Farber in 1990 to develop the Good Grips range of comfortable, easy-to-use kitchen utensils. Farber's inspiration to establish OXO was due to his wife. Sam began to question the effectiveness of kitchen utensils when he observed his wife's difficulty in gripping and using ordinary kitchen tools, due to her mild case of arthritis. He saw it as an opportunity to help not only people with arthritis but also to create more comfortable kitchen tools for everyone to use. It has since grown to over 850 products, including cooking, storage, cleaning, office and organizational tools. Today OXO continues to manufactures innovative products and has brought the principles of universal design to the global marketplace. This company has proven that design for all can be innovative, appealing and profitable. These user friendly designed kitchen utensils set a new standard for the industry and raised the bar of consumer expectation for comfort and performance (About OXO).
OXO Target Market
OXO is not a product line devoted entirely to those with particular difficulties such as arthritis and dexterity problems, but rather a line developed to be easy for all ages, abilities, strengths, and sexes to use. Each product is developed based on the concept of Universal Design (also known as Inclusive Design), a philosophy of making products that are usable by as many people as possible (About OXO). This Inclusive Design has created a large target market for the company's products. OXO has covered many different segmentation classifications such as geographic, demographic, behavioral, and psychographic (lifestyle) by the philosophy of Universal Design. This company offers at least a few items fitting for any and every individual.
Value Proposition Since beginning in
References: About OXO. (n.d.). About Us. Retrieved July 14, 2014, from http://www.oxo.com/aboutOXO.aspx Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more. (n.d.). Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more. Retrieved July 14, 2014, from http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=oxo Danh, S. (2014, June 26). OXO Advertising and Public Relations Full. YouTube. Retrieved July 13, 2014, from https://www.youtube.com/watch?v=5r6l0gDVMl8 Tanner, J., & Raymond, M. (2013, January 1). Principles of Marketing, v. 1.0. Flat World Knowledge. Retrieved July 11, 2014, from http://catalog.flatworldknowledge.com/bookhub/2030?e=fwk-133234-ch03 .