Brand Positioning - Quiksilver

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Brand Positioning - Quiksilver

  1. 1. 16/03/2011 1
  2. 2. Diagnostic | Strategy | Actions Strategy • Internal Analysis • Actions • External analysis • Synthesis • SWOT • Target • KPI • Positioning • Objectives Diagnostic Actions16/03/2011 2
  3. 3. Diagnostic | Strategy | Actions QUIKSILVER Quiksilver Europe (Na Pali SAS) is a multi brand company based in Saint Jean de Luz, France  Brands : Quiksilver, Roxy, DC shoes, Lib Tech  Geography area : Europe, EMEA  Products : Casual clothes, accessories & technical products (wetsuits, ski suits)  Distribution : Core market shops, sport specialized shops, retail shops and e-commerce site  Specificity : the group manages its own strategy and its own lines of products independently from the US headquarters (Quiksilver inc.)16/03/2011 3
  4. 4. Diagnostic | Strategy | Actions CURRENT SITUATION Quiksilver remains leader on the action sports market despite difficulties for the last few years  A drop of sales in the last 4 years  A Cannibalization of DC shoes SALES (M€) TURNOVER (M€) 400 400 300 - 24% 300 - 23% 200 200 100 100 0 0 2008 2008 2009 2009 2010 2010 2011 201116/03/2011 4
  5. 5. Diagnostic | Strategy | Actions MARKETS BRAND IDENTIY BRAND IMAGE BRAND NOTORIETY BRAND KEY VALUES BRAND AWARENESS  Innovation  Quality product  The biggest and  Authenticity  Quality product  Innovation product most respected OUTDOOR  Respect  Attractive & Shared action sports brand  Wildness ACTION SPORT  Unique way of life values  Worldwide  Dynamic  Good-looking notoriety  Freedom  « Young » spirit clothes  Leader in action  Passion  Technical product sports market  Youth  Performance  Respect  Low quality product  Bad notoriety  Non fashionable  Difficulties to  Passion STREET WEAR clothes attract customers on FASHION  Too young clothes the streetwear  Quiksilver is  Sport image market willing to promote a certain way of life16/03/2011 5
  6. 6. Diagnostic | Strategy | Actions ACTIONSPORTS MARKET OUTDOOR MARKET STREETWEAR MARKET  39.5 billion € worldwide in 2010 Sport activities practiced outside  ≈ 8 billion € in France  18% of the world sport market  14,3 billion € in Europe in 2009  24 billion € with just England  10.7 billion € in Europe in 2010 (-1% / 2008) and Germany, France (+1% / 2009)  Stagnant market  Demand for good value fast –  Stagnant market  Fragmented & competitive fashion has supported the  Fragmented & competitive market market despite the emergence of market during the crisis and multi brand companies should push its future growth*  Future big markets : eastern Quiksilver 7% 5% Europe ** Roxy 8% 24% Billabong * ** source Xerfi 2010 9% Burton Quiksilver 15% ONeil 10% 12% Rip Curl 10% Vans 1,9 HOW ? As major retailers’ growth is limited by the maturity of their domestic markets, strategies will include conquering independent stores’ market shares. For instance, brand building (acquiring or creating new brands) could enable large retailers to increase their market share and scope - Xerfi 201016/03/2011 6
  7. 7. Diagnostic | Strategy | Actions STRENGTHS WEAKNESSES  Multi brand company (DC, Roxy, Quiksilver) BUSINESS IMAGE  Decrease of the turnover (-11% in 2010-2011)  Value, culture & lifestyle  Loss of core clients (surfers, …)  Communication strategy : endorsement, events, etc.  Drop of the sales for 4 years  Good brand image on the action sports market  Cannibalization of DC shoes (+7% en 2011) PRODUCT  Difficulties on the street wear market to attract new customers  Leader on the action sport market  Loss of market shares  Technical products : high quality, growth of sales & innovation  Distribution network OPPORTUNITIES THREATS STREETWEAR MARKET ACTION SPORTS  Biggest market apparel  Stagnant and saturated market  Doesn’t suffering so much from the crisis, especially for most fashion brands  New aggressive incoming companies on the action sports market (Nike, Adidas)  Eastern Europe : dynamic markets (forecasts)  Fierce competitions OUTDOOR / ACTION SPORTS OUTDOOR  Increasing interest for the leisure and the outdoor sports  Stagnant and saturated market  Increasing interest for good health  Supremacy of Nike and Adidas  Increasing interest for environment & natural values STREETWEAR MARKET  Constant incremental innovation  Dominated by giants such as Nike, Adidas, etc.  Competitive market GLOBAL  Economic crisis and growth of cotton price QS is the leader of the action sports market and one of the main actors on the outdoor market. However, face to competitive and limited markets and decreasing sales of casual clothes, the company has to focus on new markets. Streetwear market represents a strong opportunity to attract new clients especially in areas where outdoor & action sports are not really developed (cities, some countries)16/03/2011 7
  8. 8. Diagnostic | Strategy | Actions CATEGORY CHARACTERISTIC BEHAVIOR - Young (12 – 20 years old) - Addiction to trends & fashion  Apparent brands - Urban - Undergo fashion Brand Addict - SPC + - Street culture / Hip Hop / Skate - High frequency of renewal - 20 – 35 years old - Urban fashion / BCBG LifeStyle - Urban - Fashion attractiveness  Discreet - SPC + - More independent in dressing up - Proactive : to bargain-hunt / to find last trends - Middle frequency of renewal - 30 – 45 years old - Stylish to confirm social status Ageing Romeo - Urban - Low frequency of renewal - SPC + - 15 – 40 years old - No specific attraction for brands - Spread - Necessity to dress up Casual - SPC -16/03/2011 8
  9. 9. Diagnostic | Strategy | Actions BUSINESS IMAGE TARGET Interest Accessibility Interest Accessibility - Market dominated by - Averagely adapted - Target = Base of our image - Good knowledge major groups products on action sports - Control of communication - High frequency of buying - Average legitimacy with - Too isolated young image ways Brand addict distributors  no trend setters - Weak market shares compared to competitors - Market : Important & - Insufficient & Inadequate - Trend setters - No legitimacy Dynamic offer - Valuable for brand - Incoherence with actual Lifestyle - High purchase power - Uncontrolled distribution - Influence brand addicts target - Important frequency of network buying - No legitimacy Ageing - Important purchase - Presence even if weak - No Trend setters - Low coherence with power position actual target Romeo - Low renewal - Experience - Low frequency of buying - No existence in - Depreciation to actual - High incoherence with - SPC – distribution network target actual target Casual - High market size - Unadequate position - Unadapted marketing mix16/03/2011 9
  10. 10. High Prices Diagnostic | Strategy | Actions LifeStyl e Brand Ageing Addict Romeo Sport Fashion Casual Low Prices16/03/2011 10
  11. 11. Diagnostic | Strategy | Actions High Prices Fashion Low Prices16/03/2011 11
  12. 12. Diagnostic | Strategy | Actions « QSV by Quiksilver » is the streetwear collection which brings the trendiest & environmentally friendly products to LifeStyle Quantitative Qualitative  Market Shares : Objective 3 years = 1,5%  To increase Quiksilver global Brand Image  Awareness : Objective 3 years = 30% (source survey Psyma within 18-30 years old in 2015) (3 pts source survey Psyma within 18-30 years old in 2015)16/03/2011 12
  13. 13. Diagnostic | Strategy | Actions16/03/2011 13
  14. 14. Diagnostic | Strategy | Actions PRODUCT We launch a new Brand – Name : QSV style, logo , image o Characteristics of the collection  Sobriety : colors and logo less visible than in Quiksilver actual products  Trendy / Fashion : a style close to our new target  Environmentally friendly : we will adopt a new trend in the textile market and use this value of the Quiksilver Group o The new brand products will include around 25-30 pieces  Shirts, T-shirts, Pants, Shoes, Jackets16/03/2011 14
  15. 15. Diagnostic | Strategy | Actions DISTRIBUTION NETWORK Independent Quiksilver Well-known Big Stores Online shops flagships Reps • Citadium, • Specialized in • Corners in • Specialized in • Hire • Urban streetwear and specific QS street wear representatives Outfitters fashion shops and fashion in the fashion • Creation of and street • Galleries website wear market Lafayette • Creation of showrooms in main cities ↗ legitimacy and New strategy & new target  Change our distribution network place of products16/03/2011 15
  16. 16. Diagnostic | Strategy | Actions COMMUNICATION - ABOVE AND BELOW THE LINE EVENTS PR MEDIA  Launching events : defile +  Magazines specialized in  Ads in magazines specialized in public party with concerts fashion, culture, music culture, fashion and music : GQ, WAD  Organization of a tour in the  Influent fashion blogs main influent European cities in WEB 2.0 terms of fashion (London, Paris, TRADE MARKETING  Dedicated website for QSV Berlin, etc.) Creation of corners linked to the new universe of the collection  Web banners on influent blogs SPONSORING with art work and music of our and websites  Trend setters : underground sponsored artists artists, bands, etc.16/03/2011 16
  17. 17. Diagnostic | Strategy | Actions BUDGET : 4 MILLIONS € 15% Below the line marketing event, PR, sponsoring, web 20% Trade marketing 55% Web 10% Media Prominence of BELOW THE LINE Best ways to develop our brand and its world / universe16/03/2011 17
  18. 18. Diagnostic | Strategy | Actions Need to PRICING New in this segment : increase the Brand value key prices & Sales Identification Personal of the need values & for the Needs product Purchasing Experience / Emotions16/03/2011 18
  19. 19. Diagnostic | Strategy | Actions16/03/2011 19
  20. 20. Diagnostic | Strategy | Actions16/03/2011 20
  21. 21. Diagnostic | Strategy | Actions KEY POINTS OF OUR MARKETING MIX PRODUCT PRICE COMMUNICATION DISTRIBUTION Fashion Aligning Independent PR Eco-Friendly strategy shops ONE AIM : REACH LIFESTYLE TARGET16/03/2011 21
  22. 22. Diagnostic | Strategy | Actions KPI’S OF 2 OF OUR MAIN ACTIONS ABOUT OUR MIX MARKETING MIX ACTION INDICATOR PROGRESS 1ST YEAR 2ND YEAR 3RD YEAR 3.500.000 unique 5.600.000 unique 7.000.000 unique Planned Number of clicks visitors visitors visitors Communication Web 2.0 on our website Real Planned 700 shops 1050 shops 1750 shops Number of Distribution Referencing retailers (shops) Real To help us managing our Marketing Plan16/03/2011 22
  23. 23. 16/03/2011 23

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