Vans Marketing Promotion Plan

Kenny Bindel
November 6, 2010

Table Of Contents

Situational Analysis

17

Establishment of Objectives

21

Dollar Appropriations

24

Management and Coordination of

Program Elements

28

Measurement of Program
Effectiveness

30

Expected Results, Projected Income

And Promotion Follow-Up

32

Footnotes

34

Bibliography

Situational Analysis

Company History
Vans is a skateboard apparel company that was founded in 1966 in southern California.
The company and its shoes became quite popular in the 1980s with the release of the
movie Fast Times at Ridgemont High, where a slacker wears Vans now famous
checkerboard slip-on shoes. The company is a large player in the skateboard scene, and
over the past 15 years has moved into other various action sports such as BMX and snow.
At the core of Vans shoes are the athletes that help develop footwear that not only defines
their individual style but also technologically pushes the parameters of their sports.

Company Description
Vans is a producer of skateboard apparel and action sports apparel. While shoes are what
the company is known for, they also provide consumers with clothes, accessories, and
watches. In quarter 3 of 2010, Vans managed to post increases in sales while every other
skate shoe brand posted losses up to 20% (Brilliant). Vans target market ranges from
teens to people in their mid 20s that are in tune with the action sports community, mainly
skate, surf, and snow. In recent years Vans has tried to widen this target market by
marketing their products to the age of consumers who may be more in tune with the
underground music scene, more then they are with action sports. They are accomplishing
this through the Vans Warped Tour, which is a daylong concert that travels the country
every summer. With this project my goal is to expand the target market to include more
consumers. I will be doing this because if you widen your target market, there are more

consumers that have the potential to buy your product, and the more people that buy your
products the more money your company can make.

Environmental Analysis
Economic
Currently, our economy is in the midst of bouncing back from a recession, thus
causing consumers to have less disposable income, and therefore consumer spending has
been down.
This period of consumer skepticism and consumers spending their money more
conservatively are both a benefit and a hindrance to Vans. Consumer spending slowing
down is a benefit to Vans because shoes are a necessity; therefore shoes will still be
bought regardless of how the economy is. This situation means that people are still
buying what Vans sells, shoes, which is a start if you are going to sell a product at all.
This double-edged sword is also a hindrance to Vans in the form of pricing and cost.
While Vans are not cheapest shoes in the marketplace, they are competitively priced for
the segment they are in, which ranges from casual to athletic; and compared to other
brands like Nike and Adidas, which offer similar options, they are significantly cheaper.
Energy Prices are another Economic factor that has an affect on Vans. Currently in
California, where Vans has its headquarters, central distribution center, four spate skate
parks, as well as half of its retail locations, there have been occurrences of energy
shortages and power outages. These energy shortages and power outages have created a
shift in the supply and demand curve, therefore causing energy prices to increase.
Because Vans has so much of their company infrastructure located in California, these
cost increases translate to large expenses. If Vans does increase the price of their products
5

to offset the increasing energy costs, many loyal consumers will notice and question why
the same pair of shoes that they have purchased before is now costing a few dollars more.
Vans recognizes that while being centered in an area that is having a more difficult time
adapting in the current economic climate puts them at a disadvantage to other
competitors, they are taking steps to produce their products in ways that use less energy.

Political/Legal
In 2007, Skechers USA Inc. took Vans to court over use of the checkerboard
pattern that is commonly associated with Vans. Vans was fighting the actions of Skechers
because of the strong association that the checkerboard pattern has with the brand of
Vans. Vans did not want Skechers benefitting financially from the use of their pattern or a
pattern similar to Vans, as well as they did not want their customers to be tricked into
buying a product that was not an authentic Vans shoe. In November of 2007, Vans
sought a preliminary injunction that would have barred Skechers form selling the shoe
(Combs). However, the judge denied their injunction because Vans had not established a
trademark for the checkerboard design and there fore any company could use it, including
Skechers.

Social
Vans CEO Gary H. Schoenfeld said that other major brands dont have the right stuff
to reach his rebellious market (Weintraub). The main generation that Vans targets is,
Generation Y. Generation Y came after the Baby Boomers and according to an article in
USA TODAY, Bruce Tulgan, founder of New Haven, Connecticut based

RainmakerThinking, describes this generation as so; unlike the generations that have
gone before them, Gen Y has been pampered, nurtured and programmed with a slew of
activities since they were toddlers, meaning they are both high-performance and highmaintenance they also believe in their own worth (Armour). Even though Vans came
out in 1966 and Generation Y is between the years 1982-1995, Vans has recognized a
unique behavior that Generation Y has. They are more active when it comes to sports and
have a laid back idea of working. They want to work, but they dont want work to be
their life (Armour). This generation enjoys the active lifestyle and Vans targets that idea
by having different events and ways for their consumers to feel like Vans is targeting
them individually. Vans has also come out with baby Vans shoes, which are for
Generation X mothers. Vans baby line has only been around for the past 3 years, but
theyre sale will most likely increase, as Generation Y gets older.
In an article about Vans on brandcameo.org, Vivian Manning-Schaffel describes Vans
demographic by saying that Vans brand has targeted one of the most fickle types in the
marketplace: the rebellious youth segment, an anti-establishment demographic that
would bristle at the thought of actually being considered a demographic by the corporate
world (Manning-Schaffel). This type of demographic is so unique that Vans competitors
have a hard time actually competing. When Vans noticed that many women were taking
interest in their product, they released a womens line. The Girls product page is
treated like a sub-brand, with a mini-site that depicts a more femme friendly aspect of its
trademark youthful rebellion (Manning-Shaffel). By making the Girls website
different from Vans homepage this helps the women customers to get a more feminine
feel that Vans has made for the women line.

One trend that Vans noticed was that their target market considers snowboarding as an
extreme sport, but skiing is seen as wimpy and therefore to remain loyal to their
customers, Vans decided to only make products for snowboarders. The main social class
that Vans focuses on fall into the upper middle class. Because of the quality of Vans they
have a higher price than the average cheap shoe. However they are still reasonable priced
so that the middle class can purchase Vans.

Natural
When it comes to our Earth and how we treat our environment, there are many
companies that are out there to mass-produce their products without any consideration to
the effects they are causing on our environment. Trees are being torn down to build
factories; plastics and other types of chemicals are being produced to make the cheapest
quality products. Even the more expensive products are being made out of synthetics.
However, with so many companies making products that are cheap and harmful to our
planet, Vans has decided to be one of the first major companies to take a step into the
more natural and organic direction. They hope to promote not only a healthy and active
lifestyle, but to also promote how to be eco friendly.
It all starts at the raw material for their products. Recently Vans has released a line
of organic canvas Slip-On shoes that are made out of 100% organic fabric on the top part
of the shoe, and then 20% of recycled rubber on the outsoles. Vans has taken notice that
since they are a surf, skate and snow company, that most of their consumers are more
aware of the outdoors and care about keeping the Earth clean. Especially surfers, because
they are out in the ocean and there have been a lot of problems with oil spills and litter,

and the Global Warming ideas that are affecting our oceans. Not only will their organic
line increase their support from their loyal customers, but by making a special line with
organic materials works to promote a healthier active lifestyle that will even draw in
people who may not do any of those activities, but still purchase Vans products just
because they agree with the Green movement.
Being Green is one of the several steps Vans is taking to try and be more eco
friendly. Another type of material Vans is using for their shoes is natural hemp or oiled
canvas with water based ink and glue. This is a positive move because hemp and water
based ink use less chemicals; the fewer chemicals, the less amount of pollution that is
released into the air. It also has received attention from the media that has helped
consumers notice this environmental step that Vans has taken to separate themselves
from their competition.

Technology
Technology is something that has been very significant and influential in America. As
technology continues to grow and spread throughout the world there are different ways
that companies are using technology. All one has to do is go on Vans.com to see how
much Vans is using technology and to the fullest. Social networking has become very
popular, so popular that the whole world has adapted it to its various cultures. Companies
can no longer afford to ignore social media if they want to compete in the marketplace; it
is now required to be competitive. Vans has made sure to infuse its company with sites
such as: Facebook, MySpace, Twitter, Flicker, YouTube and BlogSpot. With having so
many different additional places where Vans has its company helps with the different

people they market to. Some people like to just watch various videos about whats going
on or whats coming up and so Vans makes various videos for their consumers. They also
take many pictures of the multiple events they put on, which helps consumers see the
type of events they do if theyve never gone. Having a lot of pictures up of the events
Vans puts on, may persuade more people to attend because they will be interested in
seeing it for themselves.
Twitter is one of the newest and biggest technology trends that has been online.
The reason why many major brands are using Twitter according to Rachael King, a
reporter for BusinessWeek, talks about why so many brands are using Twitter to improve
their marketing or even customer service. The attention to Twitter reflects the power of
new social media tools in letting consumers shape public discussion over brands (King).
With Twitter being so popular, there are so many people that are on it compared to
writing an extensive blog about a product. Rather, people are able to comment about a
company or brand, and if that company or brand has a Twitter, then they will hear about
people problems or praises. Vans has taken notice of this Twitter trend, and has set up a
company account themselves. Vans is able to market and tell people who are following
them about the latest events, giveaways, or news that comes up. Vans is also able to see
whenever someone Tweets about their experience regarding Vans.
With all this technology going on, Vans has found a way to make sure they have
every area covered. By keeping up with the new trends that is placed online, there are so
many ways to reach different types of people that a company cannot reach by just doing
commercials or advertising. Technology is making even the smallest of businesses able to
connect with customers, clients, manufactures, and distributers. Social networking is used

10

by companies to attract and stay in tune with what their customers have to say about the
company and its products. This can be a risky factor as well, because once you have an
identity with you customers, they can recruit or dismiss potential customers.
With this in mind, since Vans has so many social networks, they have to always
check up with how they are doing with their customer service. If the customers are all on
their site to attack them, then this could be a very negative thing, due to how many people
are on all the various social networks. By maintaining the positive relationships and loyal
customers that Vans has, their company will most likely grow at a rapid pace do to
technology speeding up the business life cycle.

Competitive
For any product on the market, there will always be competitors trying to take away
from your product. When it comes to Vans, and their competitors, its actually different
than the typical competitor. Vans has three major competitors: Nike, Adidas, and
Converse. Whats interesting is that none of these shoe companies actually produce the
same type of shoes that Vans produces. However, each of these companies target a similar
segment, but offer different styles where the majority of their consumers are loyal and
will stick with one brand. The main consumers that each of these companies have, will
stay with the one company and wont buy from other companies because they have come
to trust and support that one company they love. This right here is where it gets tricky
with these four companies, because they know that if they can get that one consumer to
commit than they dont have to worry about the other competitors. They can essentially,
have a customer for life. Nike, which seems to be a completely different shoe company

11

than Vans, realized this when Vans sales started increasing in their sales and Nike sales
started to drop. In 1995 Nike tried to invade Vans territory, but they didnt succeed.
Since Nike is the biggest threat to Vans, lets look at the marketing mix that Nike
has established. The first component is the product; according to Gwendolyn Cuizon,
Nike offers a wide range of shoe, apparel and equipment products (Cuizon). Nike has
come to produce athletic apparel and equipment that has been known worldwide. There
basically isnt any sport that Nike hasnt produced something for. The reason that Nike is
able to accomplish having such a wide brand width is that they set up some separate
brand names and manufactures. Nike also sells small amounts of plastic products through
Nike IHM, Inc. Bauer Nike Hokey Inc. that manufactures and distributes winter athletic
equipment like ice skates, and hockey sticks. Nike has set their product up differently
than Vans, by having a massive brand width in basically all the sports out there. Whereas
Vans has specifically decided to expand their width to only surf, skate and snow.
The next component to Nikes marketing mix is their pricing. Since 1979, Nike
has expanded its brand name to where it has a lot more power than other companies.
They are considered to be a premium sporting company and therefore their prices are
higher than Vans, and many other shoe companies. Nikes prices are targeting more of the
upper middle, to upper class, because of the name and quality is much higher than other
sport apparel providers. Because Nike decided to price their products at a higher level
than Vans, it sets up a different game for each company.
Place is the third component to the marketing mix, even though Nike is a major
competitor to Vans, their placing strategy is to have their shoes carried in many stores
across the globe. Most of Nikes shoes are carried in multi-brand stores; however they do

12

still have some exclusive Nike stores as well. Nike sells its product to about 20,000
retail accounts in the U.S. and in almost 200 countries around the world (Cuizon). This
product placing is severely higher than Vans; on the other hand, Nike has a larger brand
width and therefore their products can fit in many different stores. Whereas Vans, can
only place their product in stores that are along the same lines of surf, skate, and snow.
The last component to the marketing mix is, Promotion. Nike has some very
different views about promotion and how they get their product out there to their
customers compared to Vans. The main thing that Nike focuses on is what stores they can
place their product in that is easily accessible and fits their customers ideal shopping
center. The big thing that Nike is known for is having famous athletes serve as brand
ambassadors such as the Brazilian Soccer Team (especially Ronaldino, Renaldo, and
Roberto Carlos), Lebron James and Jermane ONeal for basketball, Lance Armstrong for
cycling, and Tiger Woods for Golf (Cuizon). Something very interesting that Nike just
did was their commercial with Tiger Woods that does not really promote or dismantle
their image and their continued sponsorship with Tiger Woods. A lot of people were
confused about the point of their commercial, however, Nike made this commercial
knowing that people would talk about it, and get their brand talked about. Whether or not
that increased sales is not Nikes main concern. They know that just having the idea of
Nike in peoples minds will be enough for their next athletic purchase to think about
Nike. Nike also has some similar promotions strategies as Vans, by sponsoring athletic
events. Nike sponsors several events including Hoop It Up, and The Golden West
Invitational. By sponsoring or putting on athletic events like these, helps get their name

13

out there and even the athletes participating in the event will most likely purchase or be
wearing or using Nike apparel and equipment.
Nike, Adidas, and Converse all have different positioning strategies that are
specific to their target segment. Nike positions itself around any athletic event. They have
many commercials during sporting events. Adidas has a very similar positioning strategy
to Nike because both companies are targeting the upper class more so than the lower.
Therefore their ads and selling markets are in more expensive stores. On the other hand,
Converse shoes are targeting to the middle class to lower middle class and therefore they
position themselves in newspaper ads, and ads for stores like Target and Wal-Mart. These
companies do more external type positioning, compared to Vans who is based on word of
mouth and hosting surf, skate, and snow competitions.
There are some competitors out there that are trying to compete with Vans most
famous styles of shoe, Vans Authentic. Airwalk is a surf, skate, and snow company that is
primarily sold in shoe stores such as Sears and Payless. The main purpose of Airwalk is
to provide lower class consumers to be able to have the same style and look as the more
priced shoes. The quality is not as great, but the price is set so many can afford them.
Keds is one step up from Airwalk, they sell their shoes in the same places as Airwalk and
several more places, like Kohls and JC Pennys. Keds is not geared to the sporty
segment, however they do have a shoe that is similar that many people purchase because
I does look similar but is cheaper than Vans Authentic. Below is a comparison between
the three companies. These two companies maybe future competitors because their prices
are cheaper. Airwalk has a bigger potential of consumers leaving Vans to purchase

14

Airwalk, because they have a very similar target audience. And if price is one of the main
factors for consumers they may end up choosing Airwalks.

$19.99

$35.00

$42.00

With the many competitors that are out on the market, Vans can analyze their
loyal consumers and their potential consumers to find out why make them choose Vans
over other companies. By Vans recognizing their competitors marketing mix, this will
help them with their own marketing mix and positioning strategy. If Nikes approach is
more commercial, ads, and celebrity based, Vans can analyze how their athletic events
compare to using commercials and what marketing strategy works for their target
segment.

15

Establishment of Objectives

16

Objectives
With the following proposed promotion plan, the umbrella objective for Vans is to
increase sales by 5% by the end of Q2 2011. To complete this projection there will be
three different promotional plans used, that in combination with each other, will allow
our 15% goal to be reached.

Objective 1:
The first objective to be deployed is to develop a winter concert series similar to
what Vans already does in the summer with the Vans Warped Tour. This concert series
will be on a much smaller scope in comparison to the summer counterpart. Rather then
being an all day festival with over 50 bands playing, it would be scaled back to be a
nightlong concert with 7 bands playing. It will still have a diverse range of music so that
fans will have the opportunity to hear new music, as well as check out what new products
vans is offering with their winter line of apparel. The target market for this objective is
fans of the punk/hardcore music movement between the ages of 14 and 24. These are the
consumers who are in tune with what is happening in their music scene and are
passionate about the bands and artists playing. The expected results from this objective
are for sales of the new winter line of Vans apparel to increase by 15% among this
demographic of Vans consumers. The outcome for these users is two fold; turn music
fans who are not that aware of Vans apparel into first time trial users, as well as
encourage repeat buys from consumers who have already purchased Vans apparel
products. The winter concert series will be a month and half tour that will hit 30 major
cities in the continental United States. It will start January 1, 2011 and run through

17

February 20, 2011. This objective will use public relations as the main tool of
communication by letting consumers know that Vans is a product that they can choose
from.

Objective 2:
The second objective that will be deployed is to run commercials during the
broadcasting of five winter action sports events. Each event will run two commercials
every 45 minutes. This will ensure that viewers are exposed to Vans, but not so much that
they are annoyed by the commercials and therefore turned off by the company. There will
also be two separate commercials used, to aid in not burning viewers out on a single
commercial. The target market for this campaign is those viewers who will be watching
the winter action sports programming. The outcome for this campaign is to raise
awareness of the Vans brand name by 200% in the winter action sports community.

Objective 3:
The third and final objective will be to launch an Artist Series of Vans shoes that
will be take the basic Vans Authentic Shoe model and allow artists to design the shoe
however the see fit. These shoes will then be sold to consumers, with 10% of the
proceeds going to inner school art programs. The target market for this objective is those
consumers who are in tune with Vans as a company and also with their creative art side.
The expected result of this program is to have sales of artist shoes of 5,000 pairs of shoes
by the end of Q2 2011. The outcomes of this objective is to create awareness, as well as

18

create first time users, based off of fans of the artist chosen to design the shoe, as well as
create repeat usage of Vans shoes.

19

Dollar Appropriations

20

Objective 1 (costs for days that a concert is performed, 30 days)

Rent Venue (includes sound system and security)
Pay Bands (10 bands @$500/band)
Provide food
Busses for Vans Employees
Truck for merchandise
Daily Pay for Vans Employees (10 employees @ $10/hour, 8 hour day)
Total Cost of Objective 1
Objective 2
60 Commercial Spots on cable TV @ $50/spot
12 spots/event X 5 events
Cost to produce TV ad (2 ads @ $4,000/ad)
Total Cost of Objective 2
Objective 3
Artist Pay ($1,000/ artist w/ 3 artists)
Donation to art programs (10% of 5,000 shoes @ $65/pair)

$5,000
$5,000
$1,000
$700
$700
$800
$396,000

$3,000
$8,000
$11,000

$3,000
$32,500

Total Cost of Objective 3

$35,500

Total Estimated Cost of Program Elements

$442,500

Here is the individual breakdown of each promotional element and its estimated cost:

21

As one can see, the largest portion of our marketing budget is going to be going to the
concert series. This is also going to be the most difficult and time consuming objective
out of the three. The other two will be fairly easy to implement and get off the ground
fairly quickly.

22

Management and Coordination

Of Program Elements

23

Mass Media Advertising

In this promotional campaign, the only mass media advertising that is being used
is in Objective 2 with the commercials that will be run in select winter action sports
events.
The main winter action sport event that we will focus on is the Dew Tour. There
are three stops on the tour; December 16-19, January 20-23, and February 10-13. All
these events will be broadcasted live. Boasting the largest media platform in all of
winter action sports, all three stops of the Winter Dew Tour will be televised Live on
NBC, simulcast on Verizon V CAST and around the world on Eurosport 2 and Fox Sports
Australia, with additional broadcasts on USA Network, MTV2 and Universal HD (Alli
Sports). This will be beneficial to us because our ad spots will be getting primetime
showing over the course of these three-day events.
The other two sport events that we will have our TV spots played in will be
determined at a further date.
The message of our commercials will be one that embodies the action sports
lifestyle; laid back and fun. Since it will be the winter when these programs air, we will
gives viewers a look at more of our winter apparel and transfer the idea that Vans does
not only sale summer apparel. They will embody snow, skating, and having a good time
with friends, as well as giving the idea that our apparel will make you unique and
independent.

24

Public Relations
With our winter concert series, Public Relations will be the promotional tool. The
name of the concert series will be the Vans Winter Tour, keeping it inline with the
summer counterpart, the Vans Warped Tour. By keeping Vans in the tour name, it will be
associated with the tour every time someone talks about the tour and what bands they are
going to see at the concert. Keeping Vans in the consumers mind by way of the tour
name, will remind them that, hey maybe they need some new shoes, a new flannel, or a
new jacket since the weather is starting to get colder.
Throughout the concert, if concertgoers for some reason dont have a band to
watch, there will be merchandise tents set up all around the venue with Vans reps that can
show consumers the new winter line, as well as provide them with promotional discounts,
or just hang out and talk with them and see how they are enjoying their night of music
friends, and Vans.
As well as employees working merchandise tents, there will also be a team of
employees walking around the venue and interacting with fans, taking pictures that will
be posted to the website and video testimonials about how good of a time concertgoers
are having at the Vans Winter Tours.

Publicity
Publicity will be the promotional tool for Objective 3, the Artist Series Shoes.
Vans will write up a press release about their new Artist Series Shoes they are developing,
announce the artists they will be collaborating with, as well as announce about the 10%
of proceeds that will be going to inner city art programs. Vans will then distribute this

25

press release to every major network and business news outlet, as well as to industry
news outlets to get the word out about how Vans is helping the community as well as
providing limited edition shoes.
This free publicity will allow the public to know what Vans is doing with
relatively little cost to Vans, other then the donations and paying the artists for their
artwork.

26

Measurement of
Promotional Effectiveness

27

Evaluating Objectives
The umbrella objective for Vans is to increase sales by 5% by the end of Q2 of
2011. To evaluate if this goal was met, we need to take sales from the end of Q4 of 2010
and then compare to sales from end of Q2 of 2011. However, we need to take in account
normal growth that would occur without our promotional plan. To do this we take an
average of the past 4 quarters sales increase percentages, then add it to our 15% and that
is the amount of sales that we need to meet our goal.
As for our three objectives and evaluating how well they performed, we will need
to keep close track of who our customers are and their spending habits. We can develop
this information by asking customers for their email and through that we can contact
them with surveys as well as getting them to activate an account with our online store. By
doing this we will have a better concept and more information on who is buying what of
our products and when they are buying them.
Another tool that could be used to measure the effectiveness of the campaign is
good record keeping. Knowing where your sales are coming from so that you can
compare them to future sales and gauge how well a certain promotional plan worked or
didnt work for you.

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Expected Results, Projected Income,

And Promotion Follow-Up

29

Expected Results/ Projected Income

Financial information for Vans is quite hard to come by, however industry experts
estimated their revenue last year to be around $750 million (Tschorn). This makes our 5%
increase in sales difficult to figure out how much profit that will actually be. However,
we can estimate and say that a 5% increase to those sales would translate to an increase
of $37.5 million in sales. Our total expenditures for the promotional plan are $442,500;
therefore if we were to meet our goal of increasing sales by 5%, our return on investment
would be over 8,000%. The only way this would be viable for this marketing plan, is if
the tools are in place so that this increase in sales can be traced to one of our three
objectives over the two quarters. If we can trace all sales to our promotional plan, then
this plan needs to be implemented because it will reap huge rewards for Vans.

Follow-Up
As with any project the best course for action when following up is to make sure
you have sufficient data from before the promotional plan, during the promo plan, and
after the promo plan has concluded. Using this information it will be possible to analyze
and figure out what parts of the promotional plan had holes, what failed, what worked
well, and how, overall, all the elements interacted together and what that outcome was.
For this particular promotional plan, resources must be in place to determine where each
consumer heard about our product, or what pushed them into actually going out and
purchasing our product.

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Footnotes
Armour, Stephanie. "USATODAY.com - Generation Y: They've Arrived at Work with a
New Attitude." News, Travel, Weather, Entertainment, Sports, Technology, U.S. & World
- USATODAY.com. USA TODAY, 08 Nov. 2005. Web. 13 Nov. 2010.
<http://www.usatoday.com/money/workplace/2005-11-06-gen-y_x.htm>.

Brilliant, John. "Footwear Industry Sales Report: Q3 2010." CounterKicks. Agents, 06

Nov 2010. Web. 14 Nov 2010. <http://counterkicks.com/2010/11/06/footwear-industrysales-report-q3-2010/>.

Combs, Drew. "Vans, Skechers Locked in Legal Fight over Shoe Pattern | Legal Trial &
Procedure from AllBusiness.com." Business Resources, Advice and Forms for Large and
Small Businesses. D & B Company, 17 Dec. 2007. Web. 13 Nov. 2010.
<http://www.allbusiness.com/legal/trial-procedure-decisions-rulings/8892922-1.html>.

Cuizon, Gwendolyn. "Audit on Nike's Marketing Strategies: The 4Ps - Product, Price,
Place and Promotion." Corporate Marketing/Branding. 13 Feb. 2009. Web. 13 Nov. 2010.
<http://corporate-marketingBranding.suite101.com/article.cfm/audit_on_nikes_marketing_strategies>.

"Dew Tour." Alli Sports. N.p., n.d. Web. 14 Nov 2010.

<http://www.allisports.com/winter-dew-tour/news/winter-dew-tour-announced-2010-11schedule-elevates-to-a-22-foot-superpipe>.

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King, Rachael. "How Companies Use Twitter to Bolster Their Brands - BusinessWeek."
BusinessWeek - Business News, Stock Market & Financial Advice. 6 Sept. 2008. Web. 13
Nov. 2010.
<http://www.businessweek.com/technology/content/sep2008/tc2008095_320491.htm>.

Manning-Schaffel, Vivian. "Vans Ramped." Brandchannel.com | Always Branding.

Always On. 18 Feb. 2008. Web. 13 Nov. 2010.
<http://brandcameo.org/features_webwatch.asp?ww_id=368>.

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