Recommended
More Related Content
Viewers also liked
Viewers also liked (10)
Similar to Consultancy Final Project Doublet UK
Similar to Consultancy Final Project Doublet UK (20)
Recently uploaded
Recently uploaded (20)
Consultancy Final Project Doublet UK
- 1. COMPANY CONSULTANCY PROJECT December 11th , 2014 ___ Nicole Baynham Axel Driegelinck Elisa Huyghues Despointes Mario Pestalozzi CharloEe Schmiegel Marketing & Communication Strategy for the Xtrem Bag
- 2. Agenda I. UK Overview II. ObjecOves III. Key compeOtors IV. Selected target markets V. MarkeOng and communicaOon approach VI. Conclusion Bibliography 2
- 3. The sports market I. UK Overview 3
- 4. Decline over the last 5 years of • 33.3% in expenditure on equipment for skateboarding, skaOng and extreme sports • 13.3% in expenditure on outdoor sports • 3.4 % expenditure on Racquets & Ball Sports Increase of • 21.1% in households spending on recreaOonal and sporOng services, up to £7.1bn (total since 2008) • 12.1% esOmated growth in sports equipment* unOl 2017 • 1.4% increase in sports equipment for Health Clubs over 5 years • Niche markets developed to a mulO billion dollar industry and predicted to grow Source: Sports Equipment report 2011 p. 14 4 Overview of the UK market
- 5. Enter the UK market II. Objectives 5
- 6. 6 • IdenOfy gaps in the market • AEract new customers • Generate brand awareness Objec4ves
- 7. Competitors & Gap Analysis III. Key competitors 7
- 8. Gaps: Product range Partnership DistribuOon channels Popularity High High Low Low Quality & Certifications 8 Key compe4tors
- 9. Survey presentation Ski Events IV. Selected Target Market 9
- 10. • +120 people contacted • Interested potenOal clients • Color system 10 Database Survey Market survey
- 11. § Price § Safety / security § Durability § Size § Low-‐cost repair § InstallaOon § Storage Yes 93% No 7% Knowledge of the product 11 Have you ever heard about the Airbag? What aspects do you consider when buying? Ski market survey findings
- 12. § 30% freestyle park § 90% prefer buying § 11% aware of compeOtors Yes 21% No 79% Used the product before? Rent 67% Buy 33% Buy / Rent 12 Have you ever used this equipment? If yes, did you buy or rent the Airbag? Ski market survey findings
- 13. High possibiliDes for Doublet to enter the market Focus on: -‐ Price -‐ Safety -‐ Quality Key element for success: -‐ Personal approach -‐ Personal markeDng CompeDDve edge for Doublet: -‐ Improvements in safety -‐ AccreditaDons & compliance with standards 13 Ski market conclusions
- 14. Event Agencies IV. Selected Target Market 14
- 15. STEP STEP STEP Market research for Event Agencies in UK Client database Inform them about the Xtrem Bag Make the survey Phone Emails Results 15
- 16. Events Industry worth £58.4 bn. 3 Ome greater than the agricultural sector 1.3 millions events in 2013 in more than 10.000 venues London retains the 1° place as events desOnaOon 2° Edinburgh 3° Cardiff 10% of Events Companies are mainly focus on sport events 16 Step 1
- 17. EVENT AGENCY TYPE OF AGENCY LOCATION CONTACT EMAIL PITCH sport London 020 7494 1616 henry.chappell@pitch.co. uk GEORGE P. JOHNSON internaOonal London 020 8879 2200 kevin.jackson@gpj.com THE FREESTYLERS sport London 020 3091 7621 new@thefreestylers.co.uk CHAMPIONS PLC sport Leincestershire 08453 31 30 31 Info@championsukplc.co m BLACK DIAMOND All events London 020 72404071 events@blackdiamond.co. uk THG SPORTS sport London 020 3002 3138 enquire@thguk.com SPORTS WORLD sport Wimbledon 020 8 971 2966 lesley.kaczynska@sportsw orld.co.uk 17 Step 2
- 18. Yes Yes Have you ever heard about the AirBag sport equipment? QUESTION 1 Have you ever heard about Doublet brand? Would you consider buying/renOng this type of product? QUESTION 2 QUESTION 3 18 Product Awareness 20 % Yes 80% Brand Awareness 10 % Yes 90% Decision Making 30 %70% Yes Step 3
- 19. Event market conclusions The main focus for Doublet should be to create BRAND AWARENESS It’s essenOal when contacOng Event companies to explain in detail the AirBag product with a short introducOon Emphasise the MULTIFUNCTIONAL aspect of the Xtrem Bag The face-‐to-‐face contact when dealing with Event agencies is much more preferable. 19
- 20. Recommendations V. Marketing and Communication approach 20
- 21. Purchase the Xtrem bag • Event companies • Ski clubs / acOvity centers • Gyms • UniversiOes • Circus • Companies 21 DOUBLET CUSTOMERS Target audience in the UK
- 22. UlDmate users of the Xtrem bag • Professionals (training) • Sport fans (club members) • Leisure (events) 22 DOUBLET CONSUMERS Target audience in the UK
- 24. 0 5000 10000 15000 20000 25000 30000 0 1 2 3 4 Cost Years 1x week Price Xtrembag 1x month 0 2000 4000 6000 8000 10000 12000 14000 0 1 2 3 4 Cost Years 23 persons/ 2xmonth Price of Xtrembag Buying vs renDng Break-‐even analysis 24 COST-‐SAVING FACTORS POSSIBILITY TO RENT OUT THE BAG (Gloucester Ski Club) Conver4ng target audience
- 25. § Xtrem bag § Replaceable Top sheet § Replaceable Side sheets § Basic repair kit § OperaOonal manual § Log book § High quality Air blowers § Anchors for earth and snow Product: selling package 25
- 26. InnovaOon: New design § Lower exit § Down slope, real landing experience § Katal, Canada Technical texOles: SIOEN § Bag Jump, Austria Product: innova4on 26
- 27. Winter gears: • Snowboard • Ski • Sitski • Snowtube Summer gears: • Skateboard • RollerskaOng • BMX / MTB Without gears: • Freedrop • Climbing Product: new usage 27
- 28. § 7x10m : £7,000 § 10x15m : £10,200 Price £5,000 £10,000 £15,000 § 7x10m : + £2,800 § 10x15m : + £1,600 Xtrem bag Branding Price: package 28
- 29. § Road, Mountain, Urban & Family Biking Show Fair § ExposiOon of sport equipment § Combined with the Telegraph Outdoor Adventure Show Sports fairs 29
- 30. § ExibiOon on different challenging sports: § Indoor & Outdoor § The biggest fitness exhibiOon in Europe 30
- 31. Sponsorship 31
- 32. GLASGOW More that 500 gymnasts 80 naOons 10 days of sport Sponsorship: sponsorship@2015worldgymnasOcs.com 32
- 33. UK Society with nearly 200 main insOtuOons : UCL London, Imperial College, King’s College, LSE, Oxford University 831 leagues 55 different sport associaOons Partnership 33
- 34. Climbing Next event: 21 Feb 2015 Trampolining Next event: 21 & 22 Feb 2015 Snowsports Next event: 28 March-‐ 4 April 2015 34
- 35. Xtrem Bag Zero-shock (US) • English / German • User- friendliness • Focus on BMX - jumps • Eye-catching background • Unattractive Layout • Fast overview • Intuitive design Digital marke4ng: homepage 35
- 36. BigAirBag: • 38079 likes • daily posOng of videos & pictures RecommendaOons: • Facebook & TwiEer Account • Frequent posOngs, about • ApplicaOon fields of Airbag • Extreme sports related stories Digital marke4ng: social media presence 36
- 37. Market survey: • Product well known, but: • Customers unaware how to use it in a profitable way Need of promoOon video / success story to convince potenOal clients Aberdeen Ski Club: • More customers • Higher customer saOsfacOon • New, younger customer segment Digital marke4ng: promo4on video 37
- 38. Impact of the partnership with an Ambassador § Increase product awareness § Benefit from Ambassador’s media attention with low investment § Create new local relationships with B2B customers § Benefit from additional training facilities § Increase own media attention § Access new networks (B2B) Customize the product experience and reach an augmented product level Doublet’s Offering Customer Wants 38
- 39. Ambassador: Product & Services Become an Online platform for B2B customers and professional athletes who seek advice in equipment and professional training Seek Advice from ExpertsInflatables Tenants • Training & Exercise • Book expert • Watch Tutorials • Ask a question + 39
- 40. PRODUCT PRICE NEW USAGE PARTNERSHIP SPONSORSHIP SOCIAL MEDIA DIGITAL MARKETING UK AMBASSADOR Recommenda4ons 40
- 41. 41 Thank you for your aMen4on
- 43. 43 Bibliography Databases: Euromonitor, FACTIVA, Key Note, Morningstar, Business Monitor , EBSCO Online Sources: • hEp://www.ibisworld.co.uk/market-‐research/gyms-‐fitness-‐centres.html • hEp://www.t.com/cms/s/0/bae8154c-‐95eb-‐11e1-‐a163-‐00144feab49a.html#axzz3GKavD3x7 • hEp://www.amaresearch.co.uk/health_and_fitness_14s.html • hEp://www.stockenews.com/NewsStory.aspx?ID=153768 • hEp://neversummer.co.uk/team/sascha-‐hamm/ • hEp://neversummer.co.uk/team/ • hEp://www.britskiacad.org.uk/achievements.html • hEps://snowedinblog.wordpress.com/2013/11/10/sochi-‐skier-‐x-‐course-‐revealed/ • hEps://www.facebook.com/pages/Ed-‐Drake-‐Racing/194358423921574 • hEp://www.eddrake.org/EdDrake2013.html • hEp://www.pamelathorburn.com/about.html • hEp://www.emilysarsfield.com/emilyskicross/sarsfieldsxcamp.html • hEp://www.thescowshsun.co.uk/scotsol/homepage/news/4527933/Pam-‐Thorburn-‐Ive-‐had-‐ so-‐many-‐injuries-‐Mum • covers-‐her-‐eyes-‐when-‐I-‐hurtle-‐down-‐the-‐slope.html • hEp://www.ctc.org.uk/resources/ctc-‐cycling-‐staOsOcs
- 44. 44 Bibliography • hEp://www.pamelathorburn.com/ • hEp://www.eddrake.org/ • hEp://www.skixperformancecentre.com/ • hEp://www.google.co.uk/imgres?imgurl=hEp%3A%2F%2FstaOc.guim.co.uk%2Fsys-‐images %2FFootball%2FPix%2Fpictures%2F2010%2F2%2F16%2F1266278678033%2FEd-‐ Drake-‐001.jpg&imgrefurl=hEp%3A%2F%2Fwww.theguardian.com%2Fsport%2F2010%2Ffeb %2F16%2Fed-‐drake-‐downhill-‐britain&h=276&w=460&tbnid=CkSGxdooieveQM %3A&zoom=1&docid=v82daoeA8Y5VqM&ei=tWiGVK39A8yqUbnzgvAN&tbm=isch&ved=0CC UQMygEMAQ&iact=rc&uact=3&dur=1318&page=1&start=0&ndsp=17 • hEp://www.google.co.uk/imgres?imgurl=hEp%3A%2F%2Fwww.skiclub.co.uk%2Fassets %2Ffiles%2Fimages%2Fd%2Fdrakey.jpg&imgrefurl=hEp%3A%2F%2Fwww.skiclub.co.uk %2Fskiclub%2Fnews%2Fstory.aspx%3FstoryID %3D8911&h=400&w=300&tbnid=peGrQuqtpAFBDM %3A&zoom=1&docid=5_dQhm8j1gYPVM&ei=tWiGVK39A8yqUbnzgvAN&tbm=isch&ved=0CE YQMygVMBU&iact=rc&uact=3&dur=610&page=2&start=17&ndsp=26 • hEp://www.skiaberdeen.com • hEp://www.zero-‐shock.com • hEps://www.facebook.com/BigAirBagBV • hEp://www.bbc.co.uk/news/10130842 • hEp://www.academia.edu/2253688/ Reaching_GeneraOon_Y_through_AcOon_Sports_EvaluaOon_of_Sponsorship_Research
- 45. 45 Bibliography • Snowsports analysis 2013, Snowsports England • Ski Industry Report 2013, Crystal • hEp://www.skiclub.co.uk/skiclub/infoandadvice/uksnowsports/ukslopesmap.aspx • hEp://snowsportengland.org.uk/ Market Research Report, Extreme Sports Holidays • www.marketest.co.uk. • hEp://www.goskigoboard.org.uk/about • www.citmagazine.com/arOcle/1190234 • www.britainforevents.co.uk • www.evenDndustrynews.co.uk • www.hbaa.org.uk • www.thelondonbikeshow.co.uk • hEp://bodypowerexpo.co.uk • www.bucs.org.uk Technical TexOles: • hEp://www.sioen.be