consultancy final project doublet uk

COMPANY CONSULTANCY PROJECT

December  11th  ,  2014  ___    Nicole  Baynham  Axel  Driegelinck  Elisa  Huyghues  Despointes  Mario  Pestalozzi  CharloEe  Schmiegel  

Marketing & Communication Strategy for

the Xtrem Bag

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  

Enter the UK market  

II. Objectives

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6  

•  IdenOfy  gaps  in  the  market  

•  AEract  new  customers    

•  Generate  brand  awareness  

Objec4ves    

Competitors & Gap  Analysis  

III. Key competitors

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Gaps:

Product  range Partnership  

DistribuOon  channels  

Popularity High

High

Low

Low Quality & Certifications

8  

Key  compe4tors  

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  

   §     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  

§  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  

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  

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  

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.com  

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@sportsworld.co.uk  

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Step  2  

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  

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  

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  

Price  £5,000   £10,000   £15,000  

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COMPETITIVE  PRICE  

QUALITY  &  STANDARDS  

Conver4ng  target  audience  

 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  

§  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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GLASGOW  More  that  500  gymnasts  

80  naOons  10  days  of  sport  

Sponsorship:  sponsorship@2015worldgymnasOcs.com  

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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  

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  

36  

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  

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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41  

Thank  you  for  your  aMen4on  

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