Professor JungHwa Hong
Course MKTG 311
Rip Curl Marketing Analysis
Rip Curl is a world leader in surfboard, wetsuit, surf wear, watch, surf accessory and mountain wear manufacturing. Their name is synonymous with quality and customer satisfaction. They have continually produced high quality dependable products that are not easily replaced by any other competitor. The scene was set in 1969, Lance Armstrong was about to step foot on the moon, and Bells Beach, a world famous beach on the north shore of Oahu, known for its pumping surf, was serving near perfect ten foot waves. After hearty surf, the two locals Doug “Claw” Warbrick and Brian “Sing Ding” Singer, pitched their “fledgling” surf company, Rip Curl. In the surf world, the year 1967 is known as the “short board revolution.” It created a highly competitive market that was quickly becoming over saturated by the thousands of small, surfboard producing garage vendors. The popularity of their technical expertise, flawless designs and original creations were undermined by the celebrity endorsements of other brands. In response, the two realized it was either “change or die.” They realized that the surfboard industry was being serviced by thousands of surfboard producers while the wet suit industry was only being serviced by an unfavorable few. Their ability to penetrate a market that was almost entirely non-existent got them a huge upper hand. Since then they have been collaborating with surfers to produce the high quality gear I have personally grown accustom to. By paying close attention to customer needs and continuously monitoring the business environment in which the company operates, their mission statement has changed almost as much as its products. This not only reflects the company’s willingness to adapt but also its response to changing customer demands. Their current mission statement is “Rip Curl is a company for, and about, the Crew on The Search. The products we make, the events we run, the riders we support and the people we reach globally are all part of the Search that Rip Curl is on.” Rip Curl went from a garage based company, only supplying locals in a quiet Victorian coastal town, to dominating the international surf industry within ten years. In the immediate environment the first things that affect consumers is the company itself. Successful companies have marketing divisions that will align customer needs with their core competencies. Today, although Rip Curl is known for a variety of products, they are predominately recognized for their world-class wet suits. The four Ps: product, place, promotion and price, have all played a vital role in the companies successful growth. I feel it is appropriate to start with promotion, because up until this point I have only spoken of Rip Curls quality products, when in reality, like Red Bull, Rip Curl promotes more than a product, they promote a lifestyle. They are committed to “The Search,” the cornerstone of free surfing, which is at the heart of the company’s core values. Their promotions seem unorganized and scattered while in reality they are meticulously calculated. Although Rip Curl utilizes a multichannel marketing strategy, Rip Curl does a big portion of their promotions throughout a series of selected surf magazines. Some of the ones that they use on the East Coast of the United States are Surfer Magazine, East Coast Surf Magazine, Surfing Magazine, Carve Magazine, The surfers Journal and Fluir. When it comes to actions sports, there is almost always a significant piece of gear required to participate, and the majority of the population in the action sports world, look to see what professionals are using for assistance in making their purchases. Rip Curl does a very good job of creating the “celebrity effect.” They endorse some of the most highly qualified and successful surfers in the industry, some of which include Mick Fanning, Gabriel Medina, Alana Blanchard, Bethany...
Cited: 1. "The Ultimate Surfing Company." Rip Curl North America. Rip Curl, n.d. Web. 28 June 2014.
2. Johns, Chelsea. "Rip Curl Unveils Ground-Breaking Mirage "Bullet-Time" Campaign." Rip Curl North America. Rip Curl, n.d. Web. 28 June 2014.
3. "The Brand Going International." Going International. Rip Curl, n.d. Web. 28 June 2014.
4. Harboughs, Jeff. "Rip Curl Financial Results | Jeff Harbaugh & Associates." Rip Curl Financial Results | Jeff Harbaugh & Associates. N.p., 5 Nov. 2013. Web. 28 June 2014.
5. Grewal, Dhruv, and Michael Levy. M: Marketing. 3rd ed. N.p.: McGraw-Hill Higher Education, 2013. Print.
6. "Gabriel Medina Wins Fiji Pro, Moves to ASP World #1." Ripcurl.com. Rip Curl, June 2014. Web. 28 June 2014.
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