CSR Communication Plan - Quiksilver

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CSR Communication Plan - Quiksilver

  1. 1. 16/03/2011 1
  2. 2. Overview | Analysis | Strategy Analysis • Company • CSR Initiatives • Core Values • IMC Plan • CSR Mission • Budget • KPIs • Stakeholders • Targets • Market Overview Strategy16/03/2011 2
  3. 3. Overview | Analysis | Strategy QUIKSILVER Quiksilver is a multi brand company  Australian-founded corporation  One of the largest communities of surfers  One of the largest industries for manufacturing surfwear equipment, clothing and accessories  Expansion of its leading position by bringing their lifestyle message to a global community  Brands : Quiksilver, Roxy, DC shoes, Lib Tech  Geography area : Worldwide  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. Overview | Analysis | Strategy 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 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. Overview | Analysis | Strategy MARKETS BRAND IDENTIY BRAND IMAGE BRAND NOTORIETY BRAND AWARENESS  Innovation  Quality product  The biggest and most  Quality product  Innovation product respected action sports OUTDOOR  Respect  Attractive & Shared brand ACTION SPORT  Unique way of life values  Worldwide notoriety  Dynamic  Good-looking clothes  Leader in action sports  « Young » spirit  Technical product market  Passion  Performance QUIKSILVER Quiksilver’s mountain and wave logo communicates outdoor fashion and reflects boardriding, the beach and music-inspired influences, with high quality apparel that is functional and durable  Quiksilver is willing to promote a certain way of life16/03/2011 5
  6. 6. Overview | Analysis | Strategy BRAND ESSENCE - Individual Expression Boardriding - Adventure Beach Mountains - Creativity - The spirit of outdoor activities - Young Minded People - Passion Enjoyment Achievment Lifestyle Adventure Individual Expression Creativity16/03/2011 6
  7. 7. Overview | Analysis | Strategy Boardriding Logo & heritage Graphics BELIEFS World renowed & VALUES Sponsored Quiksilver IDENTITY Innovative products Amteurs and professionals Enhance experience / Performance / Sponsored Events Achievment ACHIEVMENT ADVENTURE Represent outdoor Apparel extreme sports CREATIVITY Deliver the boardriding Casual Lifestyle lifestyle message to a community Outdoor spirit OBJECTIVES Expand market position PERSONALITY and produce cutting- Adrenaline edge products16/03/2011 7
  8. 8. Overview | Analysis | Strategy • It is about breaking down assumptions about how things are done. • It is about collaboration & sharing ideas & innovative concepts. • It is about being creative in re-thinking our business processes in ways that make us not only more efficient but also more environmentally and socially responsible. Mission & Objectives16/03/2011 8
  9. 9. Overview | Analysis | Strategy Quiksilver commits to benefiting and enhancing the quality of life for communities of boardriders across the world by supporting environmental, educational, health and youth- related projects. • Protect our • Measure and reduce • Train employees about • Promote education playgrounds, the the environmental sustainability issues and health for mountain and the wave footprint of our linked with their job everyone products • Inform and help raise • Optimize our process sustainability awareness of our clients16/03/2011 9
  10. 10. Overview | Analysis | Strategy Suppliers Public corporation 90% of them are certified IS0 14 Public corporations help Quiksilver 001 and 10% are labelled SA 8000 to power eco friendly events Consummers Sponsors Quiksilver partners with Sony Ericsson Cleary environment oriented, they are and Orange for all events they organize to very focused on sustainable development get a sustainable involvement with them Media Athletes Quiksilver doesn’t power specific action Quisilver selects athletes for their surfing towards media. But it remains a huge skills and also their behavior. Quiksilver leverage to make people aware of helps whom who undertake sustainable Quiksilver’s CRS actions development oriented projects16/03/2011 10
  11. 11. Overview | Analysis | Strategy CHARACTERISTIC BEHAVIOR ENVIRONMENT - Young (12 - 20 years old) - Addiction to trends & fashion : apparent - Action sports lovers, they need nature to - SPC + brands practice ski, snowboard, surf, etc. It’s very - Undergo fashion important for them and it has became a - Street culture / Hip Hop / Skate strong component of their culture. - High frequency of renewal Quiksilver created for them “don’t destroy what you came to enjoy”, a communication campaign to support their eco friendly products16/03/2011 11
  12. 12. Overview | Analysis | Strategy ACTIONSPORTS MARKET OUTDOOR MARKET  39.5 billion € worldwide in 2010 Sport activities practiced outside  18% of the world sport market  14,3 billion € in Europe in 2009 (-1% / 2008)  10.7 billion € in Europe in 2010 (+1% / 2009)  Stagnant market  Stagnant market  Fragmented & competitive market despite  Fragmented & competitive market the emergence of multi brand companies Quiksilver 7% 5% Roxy 8% 24% Billabong 9% Burton 15% ONeil 10% 12% Rip Curl 10% Vans Quiksilver16/03/2011 12
  13. 13. Overview | Analysis | Strategy Political • WEEE Legislation : to reduce amount of waste that is being produced from electrical products and components • World Trade Organization : agreement on Textiles and Clothing • Global trade : rise of fuel and mining products cost • City councils : better integration of skateboard and action sports Economic • Cash rich : more disposable income available to spend on products that promote physical activity • Time poor : online shopping increased  overseas shopping sales • Majority of revenues : wholly owned operations • Successful brand • Production facilities in China Social • Specialist brand : majority of sales comes from specialist stores or own stores • Foundation : non-profit organization • Governements: promote active healthy lifestyle (health-consicous people) • Co-brand Roxy for women • Expand product range : older men and children • Progression and acceptance of skateboard and action sports Techonological • Technological boom : manufacturing techniques  production costs • GPS • Cutting-edge of technological advances : functionality, innovation and durability16/03/2011 13
  14. 14. Overview | Analysis | Strategy STRENGTHS WEAKNESSES  Multi brand company (DC, Roxy, Quiksilver) BUSINESS IMAGE  Decrease of the turnover (-11% in 2010-2011)  Values, culture & lifestyle : authenticity  Loss of core clients (surfers, …)  Communication strategy : endorsement, events, and sponsoring  Drop of the sales for 4 years  Good brand image on the action sports market : strong brand reputation  Cannibalization of DC shoes (+7% en 2011) PRODUCT  Highly competitive market : loss of market shares  Leader on the action sport market  Lack of diversification / Hard to target new markets  Technical products : high quality, growth of sales & innovation  Lack of technology embracement  Distribution network : international OPPORTUNITIES THREATS  Easy to relate to and trust the brand  Economic crisis and growth of cotton price  Effective new products marketing  Dilution of the brand by making diverse products  Bring/Integrate technology within equipment to enhance experience  Fierce competitors : similar prospective paths  Individual expression : personalization  New technologically advanced products may not suit the lifestyle environment  Incoherence OUTDOOR / ACTION SPORTS  Increasing interest for the leisure and the outdoor sports  Increasing interest for good health  Increasing interest for environment & natural values Quiksilver is the leader of the action sports market and one of the main actors of the outdoor market with a strong brand identity. However, as a result of fierce competition on limited markets and current economic situation, sales of casual clothes have decreased.16/03/2011 14
  15. 15. Overview | Analysis | Strategy The Quiksilver Foundation was formed to bring all of Quiksilver’s charitable giving under one umbrella SOCIAL / EDUCATION ENVIRONMENT  Education and prevention in high school :  Forest plantation : “coeur de forêt” in Senegal Quikscience, breast cancer (Keep a breast)  Coral & beach preservation : Kuta Beach  Education in developing countries : Brazil (Surf & preservation, Reef Check Hope), Mentawai  Humanitarian actions : clean water supply, hygiene, food supply16/03/2011 15
  16. 16. Overview | Analysis | Strategy The Quiksilver Foundation works with renown associations for most effective actions16/03/2011 16
  17. 17. Overview | Analysis | Strategy Quiksilver’s involvement is global BUILDINGS SUPPLIERS PRODUCTS  Respect of environmental  Creation of the QUEST (Ethical  100% of producers respect the standards : HEQ, ISO Standards of Trade) standard OEKO TEX 100  Implementation of an  QUEST’s criteria :  90% certified ISO 9001 Environmental Management hygiene, safety, respect of the  35% certified GOTS (Global System: energy saving, reduction Human Rights and environment Organic Textile Standard of waste, recycling, sorting  Audit of the suppliers regarding  Launch of eco friendly products  Use of renewable energies : the QUEST program : organic cotton, hemp, recycled photovoltaic panels  90% certified ISO 14 001 & recyclable materials  Integration of the buildings with  10% certified SA 8000  Recycling of products the environment16/03/2011 17
  18. 18. Overview | Analysis | Strategy Development possibilities Surfers  Launch of a educational program for the professional formation of young surfers sponsored by Quiksilver who have dropped school  Help the reconversion of surfers after their short career Stakeholders  Creation of an ethical charter with principles guaranteeing the respect of the different stakeholders of the company : employees, … Disabled Persons  Launch a program to make discover the surf to disabled persons with specialized associations  Promote “the sport for all” & show that the handicap isn’t a barrier to the practice of sport16/03/2011 18
  19. 19. Overview | Analysis | Strategy ADVERTISING PR SALES  Ad campaign “Don’t destroy that  Press releases about the  Launch of the Green campaign you came to enjoy” in specialized Quiksilver actions once a year in Quiksilver shops magazines  Promotion of all the eco friendly products  1€ by products sold will be given to partner associations16/03/2011 19
  20. 20. Overview | Analysis | Strategy ACTION INDICATOR PROGRESS 1ST YEAR 2ND YEAR 3RD YEAR Planned - 10 % - 15% - 20% Measure and g of CO2 reduce the Real environmental footprint of our Green Planned 100.000 € 150.000 € 180.000 € products Campaign (€ Collected) Real Train employees Planned 50 % 65 % 75 % about sustainability Certified sites issues linked with Real their job To help us managing our CSR Communication Plan16/03/2011 20
  21. 21. 16/03/2011 21

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