Warby Parker: Marketing Tactics

            

Details


Case Code : CLMC061
Publication date : 2016
Subject : Marketing Communications
Industry : Online eyeglasses retailer
Organization :Warby Parker
Length : 03 Pages
Teaching Note : Not Available

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The case discusses the low budget innovative marketing tactics of Warby Parker (WP), an online retailer of prescription glasses. Founded in 2010 by four Wharton Business school colleagues, Neil Blumenthal, Dave Gilboa, Jeffery Raider and Andy Hunt, WP had defined itself as a lifestyle brand for those with a literary bent of mind. WP offered affordable prescription glasses which were priced at one-third of equivalent frames and donated one pair of glasses to the needy for every pair sold.

Issues:

Low budget marketing tactics used by a start-up
Leveraging social media
How to be innovative around marketing


Introduction

New York-based Warby Parker (WP), an online retailer of prescription eyewear and sunglasses, was valued at US$ 1.2 billion in 2015 . WP, an entrepreneurial entity, was founded in 2010 by four Wharton Business school colleagues — Neil Blumenthal, Dave Gilboa, Jeffery Raider, and Andy Hunt. WP described itself as a lifestyle brand for those with a literary bent of mind and its product line was inspired by the retro intellectual look. It offered affordable prescription glasses priced at one-third of equivalent frames from other companies...

Key words:
Low budget marketing tactics, guerilla marketing





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