Warby Parker: Marketing Tactics

Details

Case Code : CLMC061
Publication date : 2017
Subject : Marketing Communications
Industry : Online eyeglasses retailer
Organization :Warby Parker
Length : 03 Pages
Teaching Note : Not Available

Pricing

Short Case Study Price: INR 100;

Buy Now

To download this case click on the button below, and select the case from the list of available cases:

Abstract:

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

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.