The Marlin Firearms Company marketing profile Essay

The Marlin Firearms Company marketing profile - Essay Example 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.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 objectiv es 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.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,