LAST EDITED ON Apr-13-15 AT 07:07PM (MST)[p]Since its for a marketing class I will play.
Watching vortex optics shoppers is an interesting event.
In my opinion, they are not the frugal consumer. Nor are they extravagant in their purchase.
Like the age old Ford vs Chevy vs Dodge argument, owners of one brand, (regardless of the brand) are fiercely supportive of their product.
I find it most interesting that "top brands" of a few years ago, seem to have been almost completely removed from the discussion.
Brands like Leupold and Nikon used to dominate this market share. However, vortex came along and had a good marketing campaign along with the warranty sales model.
It was almost overnight that they took over the majority of this share of the market.
Guys who wanted a good optic, but were not willing to go overboard and purchase a high end unit, flocked to the company and justified the choice with the warranty.
Oddly enough, Nikon and Leupold lost favor so quickly that when a guy considered buying an optic, he did not bother with looking at the "old" brands.
It was a cheap scope, a vortex, or a high end scope.
This is odd because the price point of the vortex has many offerings. Many very good offerings. One could argue that the other options are better than the vortex offerings.
But then, theres that warranty. Thats the hard thing to beat in that price point.
That warranty sucks you in. It does it so effectively that you find yourself making it the only option on your list.
No one likes one option. You want to feel like you made an informed decision. You want to feel like you chose the best offering.
This is where the brand really gets interesting to watch.
vortex shoppers jump price points.
It seems to have started out as a simple "how good are they?" It has morphed into a war between the guys who paid the price for a high end optic vs the guys who believe the vortex is just as good, with a better warranty, at a cheaper price.
Its gone on and on for years.
One thing I do believe, it will be interesting to watch the future of the company.
As the customer base grows, will they stick with the marketing that got them where they are, or will a new line targeted at the high end market be the next destination?
If they could improve and offer a true high end optic, it would have to be the best optic in the world. According to the vortex fans at least. The mid range offering being so comparable to the high end offerings. A true high end offering would have to be a new frontier in optics.
My opinion, Not interested in owning the brand.
In the price point, I would take a competitors offering.
No matter what my opinion, or yours, the fact is they have hit a marketing gold mine.
The desire to own a quality product, at a price that most can afford, is massive.
Hunters these days want that.
Dangle a warranty in front of them, "cha ching!"
I bet there are people at Leupold kicking themselves right now.