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16/03/2011   1
Overview | Analysis | Strategy




                                    Analysis
        • Company                              • CSR Initiatives
        • Core Values                          • IMC Plan
        • CSR Mission                          • Budget
                                               • KPIs
                           • Stakeholders
                           • Targets
                           • Market
                Overview                                 Strategy




16/03/2011                           2
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.)




16/03/2011                                                  3
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




16/03/2011                                            4
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


16/03/2011                                          5
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




16/03/2011                                  6
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




16/03/2011                                                  7
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

16/03/2011                            8
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




16/03/2011                                              9
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

16/03/2011                                       10
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




16/03/2011                                              11
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




16/03/2011                                                 12
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




16/03/2011                                                                            13
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.



16/03/2011                                                                     14
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




16/03/2011                                                   15
Overview | Analysis | Strategy


   The Quiksilver Foundation works with renown associations for most
     effective actions




16/03/2011                          16
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




16/03/2011                                             17
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


16/03/2011                                               18
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




16/03/2011                                           19
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

16/03/2011                                                     20
16/03/2011   21

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CSR Communication Plan - Quiksilver

  • 2. Overview | Analysis | Strategy Analysis • Company • CSR Initiatives • Core Values • IMC Plan • CSR Mission • Budget • KPIs • Stakeholders • Targets • Market Overview Strategy 16/03/2011 2
  • 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.) 16/03/2011 3
  • 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 16/03/2011 4
  • 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 16/03/2011 5
  • 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 16/03/2011 6
  • 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 16/03/2011 7
  • 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 16/03/2011 8
  • 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 16/03/2011 9
  • 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 16/03/2011 10
  • 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 16/03/2011 11
  • 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 16/03/2011 12
  • 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 16/03/2011 13
  • 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. 16/03/2011 14
  • 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 16/03/2011 15
  • 16. Overview | Analysis | Strategy The Quiksilver Foundation works with renown associations for most effective actions 16/03/2011 16
  • 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 16/03/2011 17
  • 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 16/03/2011 18
  • 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 16/03/2011 19
  • 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 16/03/2011 20