reebok-ccm Hockey strategy
reebok-ccm Hockey strategy
reebok-ccm Hockey strategy
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eebok-<strong>ccm</strong> <strong>Hockey</strong> <strong>strategy</strong><br />
<strong>reebok</strong>-<strong>ccm</strong> <strong>Hockey</strong> is one of the world’s largest designers, manufacturers and marketers of hockey equipment and related<br />
apparel under two of the most recognised hockey brand names: <strong>reebok</strong> <strong>Hockey</strong> and <strong>ccm</strong> <strong>Hockey</strong>. <strong>reebok</strong>-<strong>ccm</strong> <strong>Hockey</strong> equips<br />
more professional hockey players than any other company, including nHl superstars such as sidney crosby and alexander<br />
ovechkin. <strong>reebok</strong>-<strong>ccm</strong> <strong>Hockey</strong> is also the official outfitter of high-profile leagues such as the national <strong>Hockey</strong> league as well<br />
as several ncaa and national teams. <strong>reebok</strong>-<strong>ccm</strong> <strong>Hockey</strong>’s <strong>strategy</strong> is to increase market share by leveraging its multi-brand<br />
approach to speak to different consumer groups, supported by its dedication to innovate for the leading athletes in the sport.<br />
Focus on high-end performance<br />
Reebok-CCM <strong>Hockey</strong> has a dual brand<br />
portfolio consisting of Reebok <strong>Hockey</strong><br />
and CCM <strong>Hockey</strong>. Reebok <strong>Hockey</strong> is a<br />
global brand that celebrates individuality<br />
in sport and in life. Its products are<br />
designed with emphasis on innovative<br />
visible technologies that speak to a more<br />
expressive, image-conscious consumer.<br />
CCM <strong>Hockey</strong> is hockey’s most authentic<br />
brand, being in existence since 1899.<br />
CCM <strong>Hockey</strong> embraces the physical side<br />
of the game and is all about guts and<br />
glory. The brand speaks to a consumer<br />
seeking performance and quality.<br />
Reebok-CCM <strong>Hockey</strong>’s primary<br />
focus is to lead in the high-end performance<br />
segment of the hockey market.<br />
Continued success in the hockey market<br />
will be driven through a concerted focus<br />
on product innovation, supported by<br />
professional player validation achieved by<br />
having the best athletes in the world play<br />
with Reebok-CCM <strong>Hockey</strong> products.<br />
84 GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM <strong>Hockey</strong> Strategy<br />
Differentiated marketing and brand campaigns<br />
are targeted towards the intended<br />
consumer segment, for example players<br />
or fans. In-arena and partnership-based<br />
marketing programmes, consumer<br />
campaigns and web-based initiatives<br />
are designed to create brand exposure,<br />
creating demand for Reebok-CCM<br />
<strong>Hockey</strong> products.<br />
Product innovation matches<br />
brand positioning<br />
The key priority for Reebok-CCM<br />
<strong>Hockey</strong>’s innovation team is to design,<br />
develop and industrialise products that<br />
are targeted to be visibly different and<br />
demonstrably better than that of the<br />
competition, with a dedication to providing<br />
elite athletes with high- performance<br />
products. With its emphasis on continued<br />
product innovation, products incorporate<br />
proprietary patented techno logical<br />
advances under both brands within<br />
the Reebok-CCM <strong>Hockey</strong> portfolio.<br />
Reebok <strong>Hockey</strong>’s Pump Skates, O-Sticks<br />
and the Edge Uniform exemplify the<br />
brand’s breakthrough technologies.<br />
CCM <strong>Hockey</strong>’s product innovation story<br />
is led by its U+ Skate, the only truly<br />
customisable skate in the market, and<br />
the U+ Stick, the lightest performance<br />
stick in the world.<br />
Professional player validation<br />
Reebok-CCM <strong>Hockey</strong> recognises that<br />
success with the consumer is heavily<br />
influenced by exposure generated at<br />
the Pro League level. Product usage by<br />
the best players in the game validates<br />
Reebok-CCM <strong>Hockey</strong>’s product performance<br />
credentials, and both brands are<br />
highly visible among professional hockey<br />
leagues worldwide.<br />
the strongest league partnerships:<br />
Reebok-CCM <strong>Hockey</strong> has the strongest<br />
league partnerships within the industry.<br />
It is the exclusive licensee of jerseys<br />
for the National <strong>Hockey</strong> League (NHL),<br />
the American <strong>Hockey</strong> League (AHL),<br />
the ECHL, the Canadian <strong>Hockey</strong> League<br />
(CHL) and many of the European National<br />
(5) and Elite League (33) teams. 99% of<br />
all NHL players wear at least one piece<br />
of Reebok or CCM <strong>Hockey</strong> equipment.<br />
Reebok-CCM <strong>Hockey</strong> is also the official<br />
equipment supplier of the AHL, the CHL<br />
and the ECHL.<br />
impressive roster of Pro Player<br />
endorsees: Reebok-CCM <strong>Hockey</strong> has<br />
formed endorsement partnerships with<br />
many of the best athletes in the world.<br />
With manufacturing capabilities close<br />
to the world’s major leagues, the two<br />
brands can respond rapidly with customised<br />
solutions. This provides a strong<br />
competitive advantage in attracting key<br />
pro athletes. The Reebok <strong>Hockey</strong> brand<br />
is currently endorsed by NHL players<br />
such as Sidney Crosby, Pavel Datsyuk,<br />
Roberto Luongo and Marc-Andre Fleury.<br />
CCM <strong>Hockey</strong>’s roster of player endorsees<br />
includes Alexander Ovechkin, Joe<br />
Thornton and Vincent Lecavalier. In 2009,<br />
Reebok-CCM <strong>Hockey</strong> made an unprece<br />
dented move in the hockey world by<br />
signing the three top overall NHL Draft<br />
picks – John Tavares (CCM <strong>Hockey</strong>), Matt<br />
Duchene (Reebok <strong>Hockey</strong>) and Victor<br />
Hedman (Reebok <strong>Hockey</strong>).
EnHancEd HEEl-lock<br />
PumP tEcHnoloGy<br />
11k Pump<br />
increase profitability through<br />
supply chain efficiencies<br />
Another strategic priority for Reebok-CCM<br />
<strong>Hockey</strong> is to continue to pursue a movement<br />
away from own manufacturing to<br />
sourcing goods. However, the segment<br />
will maintain manufacturing activities<br />
in areas where it is a distinct competitive<br />
advantage to do so, such as is the case<br />
for performance products destined for<br />
pro level athletes.<br />
Product education programmes<br />
to support retail partners<br />
Reebok-CCM <strong>Hockey</strong> provides its strategic<br />
retail partners with product education<br />
programmes, in-store merchandising<br />
programmes and on-the-floor staff<br />
support. Reebok-CCM <strong>Hockey</strong> develops<br />
retail segmentation programmes that<br />
help create differentiated packages for its<br />
key accounts. Core distribution channels<br />
include hockey specialty shops, sporting<br />
goods retailers and in-arena concessions.<br />
The 11K Pump is a good example of Reebok <strong>Hockey</strong>’s commitment<br />
to innovation leadership. The 11K Pump is lighter and more<br />
powerful than any Reebok skate to date. The embedded composite<br />
technology solidifies the skate and controls flexion, while the<br />
power system gives the skate an intuitive feel with a more agile<br />
performance. Coupled with PUMP technology, the skate<br />
stands out in terms of comfort and adaptability and offers the<br />
maximum in personal customisation. The skate enhances heellock,<br />
ankle support and advanced forward flex, resulting in a<br />
secure fit.<br />
P<br />
01<br />
GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM <strong>Hockey</strong> Strategy 85
multiPlE carBon layErs<br />
86 GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM <strong>Hockey</strong> Strategy<br />
Pricing <strong>strategy</strong> mirrors<br />
product positioning<br />
Reebok-CCM <strong>Hockey</strong>’s pricing <strong>strategy</strong><br />
is consistent with its positioning as a<br />
high-performance company. Through<br />
a commitment to product innovation,<br />
Reebok-CCM <strong>Hockey</strong>’s pricing <strong>strategy</strong> is<br />
to dominate the market in the premium<br />
price segments and to be a strong<br />
competitor within the mid-price segment<br />
of the market.<br />
key strategic categories<br />
to drive growth<br />
Reebok-CCM <strong>Hockey</strong> intends to accomplish<br />
growth through a continuous<br />
stream of product launches in its three<br />
key category priorities: skates, sticks and<br />
apparel.<br />
skates: The focus in the skate category<br />
is to drive market share increases<br />
through the creation of products that<br />
continue to address critical aspects<br />
such as fit, weight and durability. For<br />
example, in 2010, a new line of Reebok<br />
<strong>Hockey</strong> branded skates, 11K Pump, is<br />
being launched, featuring an advanced<br />
fit element. This new skate line was also<br />
designed with a clear focus to incorporate<br />
lightweight and durable materials.<br />
In 2011, CCM <strong>Hockey</strong> plans to launch<br />
u+ cl stick<br />
CCM <strong>Hockey</strong> is proud to present the lightest stick in the hockey<br />
market. The U+ CL stick is built from the inside out. There is no<br />
blade insertion into the shaft. Instead, the blade is moulded over<br />
both sides of the shaft, making a true one-piece stick. Multiple<br />
layers of high-grade carbon placed at different angles in the blade<br />
result in a lighter blade with the same durability. At the same time,<br />
the stick features a 360º extreme inter-laced carbon woven wrap<br />
outside layer, providing players with optimal durability in a super-<br />
light stick.<br />
the next generation of its U+ platform<br />
which features a fully thermo-formable<br />
skate. In addition to the aforementioned<br />
launches, projects within the advanced<br />
product development group will continue<br />
to drive innovation in subsequent years.<br />
sticks: To drive future growth in the<br />
sticks category, Reebok-CCM <strong>Hockey</strong><br />
focuses on developing new technologies<br />
that incorporate enhanced power, feel,<br />
flexibility and weight. The Reebok 8.0.8<br />
“O-Stick” features proprietary, highly<br />
visible O-Port technology, providing<br />
players with a more powerful and<br />
accurate shot.<br />
P<br />
02
The CCM U+ CL stick is the lightest<br />
performance stick in the marketplace<br />
and provides players with an optimised<br />
balance and feel.<br />
apparel: Reebok-CCM <strong>Hockey</strong> will<br />
strive to further leverage its league partnerships<br />
and exclusive uniform status<br />
to drive growth. The Reebok Edge NHL<br />
Jersey features a four-way Stretch Mesh<br />
to provide players with maximum ventilation<br />
and range of motion. In addition to<br />
official uniforms, Reebok-CCM <strong>Hockey</strong><br />
also has opportunities to grow due to its<br />
status as the official NHL locker room<br />
performance apparel supplier, and<br />
its exclusive rights related to the NHL<br />
Players’ Association (NHLPA) for name<br />
and numbered apparel and headwear.<br />
NHL locker room performance apparel<br />
relates to the apparel that pro athletes<br />
wear under their jerseys during a game,<br />
or to work out and train in the gym. A key<br />
product initiative in this area is Reebok<br />
Speedwick apparel. Designed to feel like<br />
cotton, fabrics used in this apparel are<br />
breathable, utilising Play Dry ® technology<br />
to manage moisture and antimicrobial<br />
yarns to permanently inhibit the growth<br />
of bacteria.<br />
GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM <strong>Hockey</strong> Strategy 87