The Marlin Firearms Company marketing profile - Essay Example

The Marlin Firearms Company Marketing Profile The Marlin Firearms Company Marketing Profile The Marlin Firearms Company The company founder, John Marlin, worked for the Colt Company before deciding to manufacture and promote his own line of firearms in 1870. The Company currently sells nine major firearms, has historically produced many different types of firearms, and has evolved its marketing strategies to better reflect the attitudes and beliefs of today's buyers all over the world. The various marketing objectives for the company have altered over the course of its existence and currently are reflecting the values of a large group of consumers who want specific products. Communications Objectives The Marlin Firearms Company specializes in small arms manufacture and accessories. Originally, consumer appreciation of these products came from their basic differences from other firearms like those produced by large companies like Winchester (Marlin online, "The history of Marlin Firearms"). The machine guns produced by the company in the early 20th century were used en mass by soldiers during the First World War, but now the company has focused its production and marketing to smaller handguns and rifles that are used by homeowners and hunters. Communicative objectives for Marlin concerning their products are that these firearms are not, as in the past, for large scale warfare but for protection, collection and hunting expeditions. These are values the company realizes its customers hold highly and by focusing the range of products onto these values, Marlin is known for personal, acceptable manufacture of firearms. Promotional Strategy Marlin products are promoted on the basis that every customer has his or her own target in mind: whether it is actual target practice, small game, large game, deer, bears or random varmints, Marlin has a shotgun or rifle to get the job done. The premise of this promotional strategy is "Find Your Target" (Brophy 1989), and whether shopping online or speaking with a local dealer, customers can discover which guns suit their needs and skill levels. Along with the guns themselves, Marlin promotes an entire line of accessories such as hats, gun slings, books and knives to accompany the hunting lifestyle. In particular, marketing is focused on Americans who have often grown up with parents or grandparents who hunted, and who want to continue what they view as a traditionally way of life. Marlin markets itself as "America's Favorite Riflemaker" (ibid.), a title that speaks for itself in terms of advertising. There is a large pull in the American market for hunting gear simply so that Americans can embrace this kind of lifestyle; Marlin caters to the existing market by advertising products specific to the purpose consumers have in mind. Promotional Budget The Marlin Firearm Company makes an estimated $28 300 000 annually in profit; it employs more than 575 people and is able to allocate up to 70% of revenue directly to marketing strategies (Manta online and Brophy 1989). This money is divided between the publishing of the sales catalogue, the upkeep of the website and advertising campaigns in many related publications. With the bulk of the budget being spent on various sponsorships in arms-related publications, Marlin spends relatively little on the maintenance on the website that accounts for a large portion of their income. The online catalogue and sales pitches found on the Marlin Firearms website are the most efficient way to advertise and make direct sales to customers who find the company through a simple keyword search. Media Strategies The Marlin Firearms Company has been a big part of the American firearm industry for some time now; despite this foundational image the company ensures that its name persists with constant sponsorship and event collaboration. The production of the company's own catalogue goes a long way to presenting Marlin products to the public, however subscription to this catalogue is done on the basis that consumers are already aware of the company's existence. The catalogue is one way that Marlin differs in its approach to marketing in terms of its competitors, however, who rely directly on sponsorship to build a customer base. In relation to consumers who are active in the hunting/sport shooting lifestyle, sponsorship of magazines and other publications in the same genre does a lot to boost Marlin sales. Another big way in which the media can support Marlin is through its participation in shooting and hunting events. These can occur most often at shooting ranges, and events are meant to cultivate further interest in the sport. Through its participation, Marlin is able to present its products to the public in a hands-on way that consumers appreciate. Would-be consumers can handle the products, shoot the weapons and ask questions directly to experienced sellers, and those consumers the company does not reach primarily through such events, it can still reach through media coverage. Personal Selling The Marlin Firearms Company does not rely heavily on personal selling; in fact this aspect of marketing encompasses about 10% of the total marketing budget (Brophy 1989). Personal selling comes into play during sponsorship events where representatives of the company are required to make an appearance to orally promote Marlin products (National Association of Shooting Ranges online). During sponsorship events, Marlin stands to recruit a great deal of new customers and make primary sales; the reason for the lack of funding in this direction, however, is that the bulk of sales still come from publication sponsorship and online searches. Sales Promotion Marlin utilizes sales promotion regularly through its catalogue and website, generally promoting specific guns with free accessories such as knives, or offering items with reduced shipping costs. The regularity of these promotions means that the company will spend about 30% of its advertising budget on promotional sales (Brophy 1989). Because it is not specifically the promotions that bring in boosted sales, but the regular items that are relied upon to keep revenue steady, this ratio of spending accurately reflects company sales priorities. Despite a relatively small sales boost due to promotions, Marlin continues to use this sales tactic because it keeps regular customers interested in buying new things. Promotions are responsible for keeping many existing customers because they will continue to look through the catalogue simply to see what sales are on. Regardless of whether they buy promoted items or see something else of interest, the promotions work to keep sales steady. Public Relations Marlin has traditionally relied on its own catalogue to fill the public relations role, and it still does today (Brophy 1989). The objectives of Marlin public relations focus on the role of its products in modern American society. In a time when more and more of the population is leaning away from the use of guns in any situation, Marlin attempts to focus on the traditional use of firearms as not promoting violence between people. Marlin's promotion of hunting rifles and related accessories, together with its advertising slogans targeted at Americans who want to preserve what they view as their heritage, works to sidestep an entire anti-gun movement that affects manufacturers of handguns and war guns. Marketing Conclusions The Marlin Firearms Company has been successful in its evolution to small firearms used by the hunting subculture of America. By spending the bulk of advertising money on publication sponsorship and ensuring that a sufficient amount is targeted at sponsored events and personal selling, Marlin is a financially viable company whose products are celebrated all over the country. Reference List Brophy, W. (1989). Marlin Firearms: A History of the Guns and the Company that Made Them. Mechanicsburg, PA: Stockpole Books. Marlin online (retrieved 14 November 2007). "The history of Marlin Firearms". http://www.marlinfirearms.com/About/History.aspx. Manta online (retrieve 14 November 2007). "The Marlin Firearms Company". http://www.manta.com/coms2/dnbcompany_clwv3. National Association of Shooting Ranges online (retrieved 14 November 2007). "Company's Coming!". http://www.rangeinfo.org/resource_library/resLibDoc.cfmfilename=community_relations/companys_coming.htm&CAT=Community%20Relations. Read More