However, there are also many market competitors who create colorful and inexpensive underwear with product logos. That is why Joe Boxer has made such an effort to distinguish itself through clever 'experiential' marketing techniques.
Question 3: What other strategies would be important to a company such as Joe Boxer?
Joe Boxer must define some clear market segments, and create clearer and more targeted marketing campaigns. For example, one distinct consumer demand segment is that of male college students. Promoting Joe Boxer dorm room furniture, creating arrangements with universities to create Joe Boxer school paraphernalia (such as sports sweatshirts), Joe Boxer coffee travel mugs with university Joe Boxer logos, and Joe Boxer co-branded university shower caddies are all possible items to sell to this demographic. This could be called the 'Joe U' line and would tap into school pride as well as affection for the brand.
Another possible arena for expansion is that...
This line should be expanded to include a wider array of underwear and sleepwear for women, including a Jane Boxer line with more feminine designs, such as pink smiley faces with lips and eyelashes. To address the buying habits of twenty-somethings, Joe Boxer could extend its social media outreach, offering free products to review to influential bloggers; expanding the offerings of its website to include message boards for wearers to 'connect' and talk about the product; and offer contests and promotions to website users.
Finally, there could be a line of Joe Boxer clothing for children, spanning everything from sleepwear to toys to t-shirts. This clothing should be 'cuter' and could even introduce new, animal characters to attract the attention and begging power of children. Joe Boxer could enter into marketing agreements with Toys R Us or other toy stores to market these products.
