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4 COBRA ELECTRONICS CORPORATION
STRATEGIC CHANGES AT COBRA:
NEW LIFESTYLE BRANDING AND OMNI-
CHANNEL E-COMMERCE STRATEGY
Cobra Electronics spent much of 2013
transitioning a new lifestyle branding
approach and an omni-channel
e-commerce strategy to ensure continued
success in the new consumer-driven
economy.
BUILDING A STRONGER BRAND
The Internet has forever changed the way
we do business. Consumers today shop
on their own terms: using any connected
device, day or night, from anywhere,
and doing online research before making
most purchases. If consumers are making
their buying decisions online, then
manufacturers like Cobra Electronics
must have a strong consumer-facing
presence, focused on the benefits of its
products for their primary users.
Cobra spent significant time researching
and developing a consumer lifestyle
brand, to show its target audiences
how its products can enhance their
professional or recreational experience.
Four target audiences were defined:
the professional driver; the driving
enthusiast; the outdoor recreationist;
and the boater. Based on these audiences,
Cobra identified three prime selling
seasons: first-quarter new releases, dads-
and-grads in late spring and summer, and
back-to-school and holiday season. The
objective is to build ongoing relationships
with these targeted consumer groups
through digital advertising, social media,
paid search marketing and more –
capturing their attention at a time when
they are researching to buy.
While it’s essential that Cobra connects
to consumers, the company is still
committed to supporting its valued
retailers. Today, nothing may be more
important to mobile electronics specialty
and accessory retailers than partnering
with lifestyle-branded manufacturers like
Cobra Electronics, who embrace omni-
channel commerce.
TOP: Some of the new to the Cobra
product lines including the Cobra
Marine VHF white floating radio,
the Drive HD dash cam series and
the Cobra AirWave 360 Bluetooth
Speaker.
MIDDLE: The Cobra iRadar ATOM,
winner of the Best in the Biz 2013
Award for Best New Version of
the Year.
RIGHT: The Cobra SPX 5300
providing double the detection
protection and range.
The Year in
review