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Marketing Plan: New Company, New Product

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Marketing Plan: New Company, New Product

  1. 1. New Product Development & Marketing plan: “Columbia” Snowboards Corporate Development and Strategies: Alexey Tsukanov Product Development & Research: Fabricio Schnoremberger Product Augmentation and Communication: Aygun Suleymanova
  2. 2. Company History: Founded 1937 by Paul and Marie Lamfrom in Portland, Oregon. Began as a small hat distributor but quickly expanded into outerwear, sportswear, footwear, accessories, and equipment. Columbia Sportswear Commercial Mission Statement: “Columbia Sportswear outfits outdoor enthusiasts with unmatched performance and advanced technology from head to toe with outerwear, sportswear, footwear, and accessories” Key competitors: The North Face, Patagonia, Timberland Industry Background Apparel Manufacturing Industry, (subsector Outerwear Manufacturing) $7.2 Billion, 6% growth - 2006 2007 2006 2005 2004 2003 Net Sales $1,356,039 $1,287,672 $1,555,791 $1,095,307 $951,786 Net Income $144,452 $123,018 $130,736 $138,624 $120,121
  3. 3.  Our recommendation is to expand into sports equipment industry by offering a full line of snowboards and snowboard equipment.  This strategy fits with Columbia’s mission statement of offering high quality “head to toe” products for outdoor enthusiasts. Sports Equipment Industry Five Force Analysis Threat of Entry: Low. High Brand Awareness, economies of scale. Industry Supplier Power: Low. Rivalry: Medium. Buyer Power: Low. Raw materials (wood) Products are interchangeable products sold through many are plentiful, no threat Numerous established smaller retailers with of forward integration. competitors limited bargaining power. Substitutes: Medium. Other extreme sports such as mountain biking, climbing, etc
  4. 4. - Sports Equipment is a $25 billion industry. Snowboarding subcategory of the Sports Equipment Industry is a $500 million industry. Cost Leadership Differentiation - Very high growth rate. Atomic Customer base has increased Broad Empire *Columbia* Burton from 2.5 million in mid 90’s to Market over 5 million today. Narrow Market Mash - More than half of the market share is owned by Burtons Snowboards. -Opportunity exists for a high quality snowboards offered to a broad market
  5. 5. Strengths: Weaknesses: - Strong brand-name that is - Slowdown in revenue growth synonymous with quality and due to increased costs and durability increased competition - Healthy financials - International expansion has - Innovative marketing not been very successful -Reputation as an eco-friendly company Opportunities: Threats: -Very fast growing industry -Economic slowdown may - Strong demand for high negatively affect demand quality, durable products - Unpredictable seasonality and - Emerging markets show good warmer winters may reduce future potential demand - Burton Snowboards is a very strong competitor
  6. 6. - Columbia’s strategic growth entails expanding product offering for every outdoor segment - Our recommendation is to acquire a premium snowboard manufacturer and market their products under Columbia brand
  7. 7.  Segment: regular snowboarders-practitioners  Size: 7.1 million  Growth rate: 30%  Access to segment: accessible  Geographic concentration: US and Europe  Emotional motives: high  Company fit & ease of business  Other business opportunities provided by the segment: immersion in extreme-sports! 
  8. 8. Demographics  most snowboarders are 12-to-24-year-olds  females make up roughly 25 percent Geographic targeting: US (38 states) Social/cultural influences  inspired by surfing and skateboarding  came to rebel the more sophisticated way of skiing  Snowboarders stereotypes: "lazy", "grungy", "punk", "stoners", "troublemakers" Purchasing behavior: high appealing durable good  less frequent purchases  greater consumer investment  more intensive personal selling
  9. 9.  Columbia conveys functionality, durability and high quality  associated with active, healthy lifestyle  brand extension opportunity: positive consumer expectations, retailer support, leverage current brand awareness, and reduced cost of the launch campaign  Create the perception of high value-added product  Association with Columbia’s points-of-parity
  10. 10.  Achieve market share large enough to consolidate the new product line as a strong competitor in the market.  Create an association of snowboarding equipments and Columbia’s name inside the target audience’s minds.  Making Columbia’s snowboards available and reachable for any American customer.  Convey a high-quality message about the new product line to the target audience.  Achieve 5% of market share in revenue measure ($24.4M annual sales) in the second year.  Sponsor 2 of the 5 best snowboarding professionals in the United States at the end of 1 year.  Sponsor at least 2 major US snowboarding competitions at the end of 1 year.  Having snowboards available in all states where snowboarding resorts are popular at the end of 1 year.  Reach superior product performance indicators than any industry competitor in 1 year
  11. 11. a board that slides on snow shape with front and back upturned high speed and agility; no scratches, and graphics printed on both sides. 3-years warranty; free engraving; option to customize boards made of lighter materials, such as titanium, aluminum, or carbon fiber.
  12. 12. Performance  high performance levels  constantly assessed: indoor, in a science lab; and outdoor, a team of pros and amateurs will take the boards to the slopes and subject them to different riding styles and terrains Price-value-quality relationship  both amateurs and professionals  it is imperative to deliver a high value-added product  practice of higher prices than the average of competition
  13. 13.  Brand name  Logo design  Warranty  Package trade dress  Customer Relationship Building programs  Customer Service requirements  Trade-in; Financing  On-line community building plan  Other augmentation › Engraving › Customization
  14. 14.  Price-quality-value relationship  Buyer’s perception  Influences on price  Pricing Policy  Pricing objective  Recommended list price - $479 - $499  Price adaptation
  15. 15.  Distribution requirements demanded by the target market  Distribution intensity policy  Channel path selection  Supply-chain partners’ selection  Channel diplomacy  Reseller program
  16. 16.  Target audience profile:  Channels to be used › On-line; › Colleges; › Snow resort regions  Geographic coverage  Frequency  Key Messages:

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