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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

Low budget marketing tactics, guerilla marketing