Oxo Marketing

Marketing OXO

Lisa Strawbridge

MRKT 310 6384

Professor George Gannage

February 22, 2015

OXO products began with the idea of making kitchens more comfortable to use. The OXO brand is a company whose mission is “OXO is dedicated to providing innovative consumer product that makes everyday living easier.” The OXO brand was founded in 1990 by Sam Faber, on the philosophy of Universal Design, which allows people of all ages-young and old, male and female, lefties, and righties to comfortably use OXO as well as people who have special needs (OXO, About OXO, 2014).

The inspiration behind Faber establishing OXO was watching his wife having difficulty gripping ordinary kitchen tools due to a mild case of arthritis in her hands, this is where Faber saw an opportunity to create more comfortable cooking tools that would benefit all users (OXO, About OXO, 2014). Faber took this idea and began research with customers, chefs, and retailers, and brought in a gerontologist Patricia Moore, to help with the customers with special needs. Faber turned this idea into a huge business whose supply chain and distribution methods help sell to other business.

OXO’s target market is not a product line devoted to those with particular difficulties such as arthritis and dexterity problems, the product has been developed to be easy for all ages, abilities, strengths, and sexes to use. The products that are developed based on the concept of Universal Design, a philosophy of making products that are usable by many people. “Through market segmentation, companies divide large heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs (Kotler & Armstrong, 2014).”OXO Company has covered the different segmentation classification such as geographic, demographic, behavioral, and psychographic by the philosophy of Universal Design. However, the segmentation that is primarily used by OXO is...