Consultancy Final Project Doublet UK
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COMPANY CONSULTANCY PROJECT
December 11th , 2014 ___ Nicole Baynham Axel Driegelinck Elisa Huyghues Despointes Mario Pestalozzi CharloEe Schmiegel
Marketing & Communication Strategy for
the Xtrem Bag
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Agenda I. UK Overview
II. ObjecOves III. Key compeOtors
IV. Selected target markets
V. MarkeOng and communicaOon approach
VI. Conclusion Bibliography
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The sports market
I. UK Overview
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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
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Overview of the UK market
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Enter the UK market
II. Objectives
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• IdenOfy gaps in the market
• AEract new customers
• Generate brand awareness
Objec4ves
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Competitors & Gap Analysis
III. Key competitors
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Gaps:
Product range Partnership
DistribuOon channels
Popularity High
High
Low
Low Quality & Certifications
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Key compe4tors
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Survey presentation Ski Events
IV. Selected Target Market
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• +120 people contacted
• Interested potenOal clients
• Color system
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Database Survey
Market survey
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§ Price § Safety / security § Durability § Size § Low-‐cost repair § InstallaOon § Storage
Yes 93%
No 7%
Knowledge of the product
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Have you ever heard about the
Airbag?
What aspects do you consider
when buying?
Ski market survey findings
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§ 30% freestyle park
§ 90% prefer buying
§ 11% aware of compeOtors
Yes 21%
No 79%
Used the product before?
Rent 67%
Buy 33%
Buy / Rent
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Have you ever used this equipment?
If yes, did you buy or rent the Airbag?
Ski market survey findings
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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
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Ski market conclusions
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Event Agencies
IV. Selected Target Market
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STEP
STEP
STEP
Market research for Event Agencies in UK
Client database Inform them about the Xtrem Bag
Make the survey
Phone Emails Results
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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
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Step 1
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EVENT AGENCY
TYPE OF AGENCY
LOCATION CONTACT EMAIL
PITCH sport London 020 7494 1616 [email protected]
GEORGE P. JOHNSON
internaOonal London 020 8879 2200 [email protected]
THE FREESTYLERS sport London 020 3091 7621 [email protected]
CHAMPIONS PLC sport Leincestershire 08453 31 30 31 [email protected]
BLACK DIAMOND All events London 020 72404071 [email protected]
THG SPORTS sport London 020 3002 3138 [email protected]
SPORTS WORLD sport Wimbledon 020 8 971 2966 [email protected]
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Step 2
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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
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Product Awareness
20 % Yes
80%
Brand Awareness
10 % Yes
90%
Decision Making
30 % 70% Yes
Step 3
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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.
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Recommendations
V. Marketing and Communication approach
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Purchase the Xtrem bag
• Event companies
• Ski clubs / acOvity centers
• Gyms
• UniversiOes
• Circus
• Companies
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DOUBLET CUSTOMERS
Target audience in the UK
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UlDmate users of the Xtrem bag
• Professionals (training)
• Sport fans (club members)
• Leisure (events)
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DOUBLET CONSUMERS
Target audience in the UK
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Price £5,000 £10,000 £15,000
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COMPETITIVE PRICE
QUALITY & STANDARDS
Conver4ng target audience
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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
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COST-‐SAVING FACTORS
POSSIBILITY TO RENT OUT THE BAG
(Gloucester Ski Club)
Conver4ng target audience
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§ 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
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InnovaOon: New design § Lower exit
§ Down slope, real landing experience
§ Katal, Canada
Technical texOles: SIOEN § Bag Jump, Austria
Product: innova4on
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Winter gears: • Snowboard • Ski
• Sitski • Snowtube
Summer gears: • Skateboard • RollerskaOng
• BMX / MTB
Without gears: • Freedrop • Climbing
Product: new usage
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§ 7x10m : £7,000 § 10x15m : £10,200
Price
£5,000 £10,000 £15,000
§ 7x10m : + £2,800 § 10x15m : + £1,600
Xtrem bag Branding
Price: package
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§ Road, Mountain, Urban & Family Biking Show Fair
§ ExposiOon of sport equipment
§ Combined with the Telegraph Outdoor Adventure Show
Sports fairs
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§ ExibiOon on different challenging sports: § Indoor & Outdoor
§ The biggest fitness exhibiOon in Europe
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Sponsorship
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UK Society with nearly 200 main insOtuOons :
UCL London, Imperial College, King’s College, LSE,
Oxford University
831 leagues 55 different sport
associaOons
Partnership
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Climbing Next event: 21 Feb
2015
Trampolining Next event: 21 & 22 Feb 2015
Snowsports Next event: 28 March-‐ 4 April
2015 34
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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
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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
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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
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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
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Ambassador: Product & Services
Become an Online platform for B2B customers and professional athletes who seek advice in equipment and professional training
Seek Advice from Experts Inflatables Tenants
• Training & Exercise • Book expert • Watch Tutorials • Ask a question
+
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PRODUCT
PRICE
NEW USAGE
PARTNERSHIP
SPONSORSHIP
SOCIAL MEDIA DIGITAL MARKETING
UK AMBASSADOR
Recommenda4ons
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Thank you for your aMen4on
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Database Sources
Bibliography
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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
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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=0CCUQMygEMAQ&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=0CEYQMygVMBU&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
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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