h2o outdoor gear hadley bergh, tanyu yuba, sam vallely, dan herz consumer marketing theory, november...
TRANSCRIPT
H2O Outdoor GearHadley Bergh, Tanyu Yuba, Sam Vallely, Dan HerzConsumer Marketing Theory, November 20, 2012
History
•Founded in 2008•Dean Cummings•20 Years of Experience•Handmade in the U.S.A.•“Lay Down Technology”
History
•4 different ski models▫Karen’Cito, Skiing Magazine’s Official
Selection•Packs, bags, gaiters, and jackets•Safety
Challenges
•Brand direction▫Differentiation
ATG “Access the Goods”▫Consolidation
Website integration•Brand Awareness
▫Media outlets
Market
•2010 – 8 million skiers•Roughly 300,000 backcountry skiers•Some competitors include Kastle, Wagner, Folsom, and DPS
•Price of backcountry skis range from $500 to $1500
Market Segmentation
Positioning
•Niche Marketing Strategy•Social Media
▫Raise brand awareness▫Form a H2O brand culture▫Share the H2O skier lifestyle
•Advantages▫Performance▫Emphasis on safety▫Versatility▫Affordable
Influence of Social Media
•FREE•206. 2 million Facebook users in the United
States•66% of the US population•Start relationships with brands
▫“likes”, “pins”, and “tweets” •Forge relationships through “posts” and
“shares”▫Insight into Dean Cummings’ lifestyle
•Convenient to access of information
Logo
•Importance of brand•Current Logo
▫Dull▫Confusing
•Future Logo
Website
•Header•Homepage•Unnecessary sidebars
Website
About
Website
•Demos page•Online section•Reviews, videos, photos•Dean
Thank You