Quiksilver is a leading action sports brand that manufactures surfwear, clothing, and accessories, but has experienced declining sales in recent years; the document analyzes Quiksilver's brand identity, image, and essence centered around an outdoor lifestyle and commitment to sustainability through CSR initiatives with stakeholders like suppliers, sponsors, consumers, media, and athletes. The analysis informs the development of Quiksilver's IMC plan, budget, and KPIs to strengthen its position in the action sports market through promoting its brand values and an eco-friendly message.

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2. Overview | Analysis | Strategy
Analysis
• Company • CSR Initiatives
• Core Values • IMC Plan
• CSR Mission • Budget
• KPIs
• Stakeholders
• Targets
• Market
Overview Strategy
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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.)
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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 2011
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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 life
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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 Creativity
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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 products
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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 & Objectives
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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 clients
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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 projects
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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 products
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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%
O'Neil
10% 12%
Rip Curl
10%
Vans Quiksilver
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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 durability
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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.
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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 supply
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16. Overview | Analysis | Strategy
The Quiksilver Foundation works with renown associations for most
effective actions
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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 environment
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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
sport
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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 associations
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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 Plan
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