Step 3 - Publics<br />Stefani, Sonia, Kirstine & Stine<br />
Shadowconstituencies<br />Suppliers<br />Potential<br />Personnel<br />Producers<br />Customers<br />Financiers<br />Secon...
1. Who are the major publics for your organization?<br />Customers<br />Primary: Purchasers of snowboarding, surfing, skat...
Producers<br />Pro riders are producers, for instance Kelly Slater is both a financier and producer since he contributes f...
Enablers<br />Media: Television & radio: Commercials and TV coverage ofthe Quiksilver events.<br />Internet: Blogs both at...
Limiters<br />Limiters, relevant for Quiksilver is the publics that in different ways undermine the success of the company...
2. Who are the key publics for its situation?<br />Situation<br />Lacking growth in Europe.<br /> <br />Key-publics<br />C...
3. Who are the intercessory publics or major opinion leaders?<br />Intercession is somewhat similar to networking and is i...
Poll<br />Remember to votein ourDaddyPoll”Quiksilver – so youthinkyouknow Quiksilver” belowthis slide show…<br />… or the ...
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Step 3 publics

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Step 3 publics

  1. 1. Step 3 - Publics<br />Stefani, Sonia, Kirstine & Stine<br />
  2. 2. Shadowconstituencies<br />Suppliers<br />Potential<br />Personnel<br />Producers<br />Customers<br />Financiers<br />Secondarycustomers<br />PUBLICS<br />Current<br />Enablers<br />Media<br />Limiters<br />Competitors<br />Allies<br />Opponents<br />Opinion leaders<br />Opinionleaders<br />StrategicPlanning for Public Relations, Smith, Categories of PublicsExhibit 3.1<br />
  3. 3. 1. Who are the major publics for your organization?<br />Customers<br />Primary: Purchasers of snowboarding, surfing, skateboarding equipment and street wear apparel and accessories. It can be further divided into e.g. snowboarders only or surf schools buying equipment.<br />Secondary: I.e. students at a surf school, making use of the products bought by the school (the primary customer). Likewise, the pro riders sponsored by Quiksilver are secondary customers.<br />Shadow constituencies: E.g. a mother buying her son surf equipment, because she is aware of the fact that he likes surfing.<br />A potential customer could be a person currently buying a competitor’s brand. A person riding Rip Curl, and who may not know Quiksilver, is still a potential customer.<br />
  4. 4. Producers<br />Pro riders are producers, for instance Kelly Slater is both a financier and producer since he contributes financially and reputation wise to the company. <br />ASP (Association of Surfing Professionals) <br />Personnel in the stores and at the surfing schools.<br />The volunteers of the Quiksilver Foundation projects.<br />The management of Quiksilver Inc. and management of the subbrands.<br />Suppliers<br />Quiksilver has great expectations for their suppliers when it comes to work ethics and environment (through their corporate governance).<br />
  5. 5. Enablers<br />Media: Television & radio: Commercials and TV coverage ofthe Quiksilver events.<br />Internet: Blogs both at Quiksilver’s own homepage (Pro rider’s blogs) and board riders blogging around the world. <br />Allies: Communities supporting the surf/ski/skate events. Alliances with Apple when creating a phone cover for the iPhone. <br />Regulators: Community leaders such as governmental regulations for advertisement or trading (e.g. opening hours). <br />Opinion leaders: Publics with influence over costumers’ or potential costumers’ opinions. E.g. surf teachers recommending Quiksilver’s equipment or talented boarders that other board riders admire, who purchase the Quiksilver brand. <br />
  6. 6. Limiters<br />Limiters, relevant for Quiksilver is the publics that in different ways undermine the success of the company. <br />Competitors:<br /> Board equipment:<br /> Street wear apparel: <br />Opponents:<br /> Limiters concerned about Quiksilver’s influence on the environment:<br />NGO’s<br />Environmental activists unaffected by Quiksilver’s CSR activities. <br /> Unfriendly opinion leaders:<br />Blogs<br />Facebook or other social media tools <br />
  7. 7. 2. Who are the key publics for its situation?<br />Situation<br />Lacking growth in Europe.<br /> <br />Key-publics<br />Competitors<br />Financiers (Relation with the bank)<br />Customers (12-20 year old)<br />Enablers<br />- Underground environment in the big cities of Europe <br /> - Event planners for the snowboard, skate and surfing contests <br />
  8. 8. 3. Who are the intercessory publics or major opinion leaders?<br />Intercession is somewhat similar to networking and is illustrated in publics using their influence to obtain a favor for a brand. Most often, an intercessory public consists of enablers, classified as regulators for an organization. <br />Quiksilver’sintercessory publics:<br />Pro riders<br />Facebook groups/pages created by fans promote Quiksilver online<br />Likewise, Quiksilver have intercessory individuals representing the company on a local level. These can be opinion leaders, likeourselves, promoting Quiksilver in class and trough our blog. This word-of-mouth support is to be found among formal and informal opinion leaders.<br />Formal opinion leaders for Quiksilver are e.g. their pro riders or other cooperators such as a surf magazine. <br />Informal opinion leaders besides us are other bloggers or the guy who works down at Ski&Surf, who has knowledge of an interest in promoting and selling the Quiksilver brand.<br />
  9. 9. Poll<br />Remember to votein ourDaddyPoll”Quiksilver – so youthinkyouknow Quiksilver” belowthis slide show…<br />… or the ninjawillPolldance…<br />

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