reebok-ccm Hockey strategy

eebok-ccm Hockey strategy
reebok-ccm Hockey is one of the world’s largest designers, manufacturers and marketers of hockey equipment and related
apparel under two of the most recognised hockey brand names: reebok Hockey and ccm Hockey. reebok-ccm Hockey equips
more professional hockey players than any other company, including nHl superstars such as sidney crosby and alexander
ovechkin. reebok-ccm Hockey is also the official outfitter of high-profile leagues such as the national Hockey league as well
as several ncaa and national teams. reebok-ccm Hockey’s strategy is to increase market share by leveraging its multi-brand
approach to speak to different consumer groups, supported by its dedication to innovate for the leading athletes in the sport.
Focus on high-end performance
Reebok-CCM Hockey has a dual brand
portfolio consisting of Reebok Hockey
and CCM Hockey. Reebok Hockey is a
global brand that celebrates individuality
in sport and in life. Its products are
designed with emphasis on innovative
visible technologies that speak to a more
expressive, image-conscious consumer.
CCM Hockey is hockey’s most authentic
brand, being in existence since 1899.
CCM Hockey embraces the physical side
of the game and is all about guts and
glory. The brand speaks to a consumer
seeking performance and quality.
Reebok-CCM Hockey’s primary
focus is to lead in the high-end performance
segment of the hockey market.
Continued success in the hockey market
will be driven through a concerted focus
on product innovation, supported by
professional player validation achieved by
having the best athletes in the world play
with Reebok-CCM Hockey products.
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Differentiated marketing and brand campaigns
are targeted towards the intended
consumer segment, for example players
or fans. In-arena and partnership-based
marketing programmes, consumer
campaigns and web-based initiatives
are designed to create brand exposure,
creating demand for Reebok-CCM
Hockey products.
Product innovation matches
brand positioning
The key priority for Reebok-CCM
Hockey’s innovation team is to design,
develop and industrialise products that
are targeted to be visibly different and
demonstrably better than that of the
competition, with a dedication to providing
elite athletes with high- performance
products. With its emphasis on continued
product innovation, products incorporate
proprietary patented techno logical
advances under both brands within
the Reebok-CCM Hockey portfolio.
Reebok Hockey’s Pump Skates, O-Sticks
and the Edge Uniform exemplify the
brand’s breakthrough technologies.
CCM Hockey’s product innovation story
is led by its U+ Skate, the only truly
customisable skate in the market, and
the U+ Stick, the lightest performance
stick in the world.
Professional player validation
Reebok-CCM Hockey recognises that
success with the consumer is heavily
influenced by exposure generated at
the Pro League level. Product usage by
the best players in the game validates
Reebok-CCM Hockey’s product performance
credentials, and both brands are
highly visible among professional hockey
leagues worldwide.
the strongest league partnerships:
Reebok-CCM Hockey has the strongest
league partnerships within the industry.
It is the exclusive licensee of jerseys
for the National Hockey League (NHL),
the American Hockey League (AHL),
the ECHL, the Canadian Hockey League
(CHL) and many of the European National
(5) and Elite League (33) teams. 99% of
all NHL players wear at least one piece
of Reebok or CCM Hockey equipment.
Reebok-CCM Hockey is also the official
equipment supplier of the AHL, the CHL
and the ECHL.
impressive roster of Pro Player
endorsees: Reebok-CCM Hockey has
formed endorsement partnerships with
many of the best athletes in the world.
With manufacturing capabilities close
to the world’s major leagues, the two
brands can respond rapidly with customised
solutions. This provides a strong
competitive advantage in attracting key
pro athletes. The Reebok Hockey brand
is currently endorsed by NHL players
such as Sidney Crosby, Pavel Datsyuk,
Roberto Luongo and Marc-Andre Fleury.
CCM Hockey’s roster of player endorsees
includes Alexander Ovechkin, Joe
Thornton and Vincent Lecavalier. In 2009,
Reebok-CCM Hockey made an unprece
dented move in the hockey world by
signing the three top overall NHL Draft
picks – John Tavares (CCM Hockey), Matt
Duchene (Reebok Hockey) and Victor
Hedman (Reebok Hockey).

EnHancEd HEEl-lock
PumP tEcHnoloGy
11k Pump
increase profitability through
supply chain efficiencies
Another strategic priority for Reebok-CCM
Hockey is to continue to pursue a movement
away from own manufacturing to
sourcing goods. However, the segment
will maintain manufacturing activities
in areas where it is a distinct competitive
advantage to do so, such as is the case
for performance products destined for
pro level athletes.
Product education programmes
to support retail partners
Reebok-CCM Hockey provides its strategic
retail partners with product education
programmes, in-store merchandising
programmes and on-the-floor staff
support. Reebok-CCM Hockey develops
retail segmentation programmes that
help create differentiated packages for its
key accounts. Core distribution channels
include hockey specialty shops, sporting
goods retailers and in-arena concessions.
The 11K Pump is a good example of Reebok Hockey’s commitment
to innovation leadership. The 11K Pump is lighter and more
powerful than any Reebok skate to date. The embedded composite
technology solidifies the skate and controls flexion, while the
power system gives the skate an intuitive feel with a more agile
performance. Coupled with PUMP technology, the skate
stands out in terms of comfort and adaptability and offers the
maximum in personal customisation. The skate enhances heellock,
ankle support and advanced forward flex, resulting in a
secure fit.
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GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM Hockey Strategy 85

multiPlE carBon layErs
86 GrouP manaGEmEnt rEPort – our GrouP Reebok-CCM Hockey Strategy
Pricing strategy mirrors
product positioning
Reebok-CCM Hockey’s pricing strategy
is consistent with its positioning as a
high-performance company. Through
a commitment to product innovation,
Reebok-CCM Hockey’s pricing strategy is
to dominate the market in the premium
price segments and to be a strong
competitor within the mid-price segment
of the market.
key strategic categories
to drive growth
Reebok-CCM Hockey intends to accomplish
growth through a continuous
stream of product launches in its three
key category priorities: skates, sticks and
apparel.
skates: The focus in the skate category
is to drive market share increases
through the creation of products that
continue to address critical aspects
such as fit, weight and durability. For
example, in 2010, a new line of Reebok
Hockey branded skates, 11K Pump, is
being launched, featuring an advanced
fit element. This new skate line was also
designed with a clear focus to incorporate
lightweight and durable materials.
In 2011, CCM Hockey plans to launch
u+ cl stick
CCM Hockey is proud to present the lightest stick in the hockey
market. The U+ CL stick is built from the inside out. There is no
blade insertion into the shaft. Instead, the blade is moulded over
both sides of the shaft, making a true one-piece stick. Multiple
layers of high-grade carbon placed at different angles in the blade
result in a lighter blade with the same durability. At the same time,
the stick features a 360º extreme inter-laced carbon woven wrap
outside layer, providing players with optimal durability in a super-
light stick.
the next generation of its U+ platform
which features a fully thermo-formable
skate. In addition to the aforementioned
launches, projects within the advanced
product development group will continue
to drive innovation in subsequent years.
sticks: To drive future growth in the
sticks category, Reebok-CCM Hockey
focuses on developing new technologies
that incorporate enhanced power, feel,
flexibility and weight. The Reebok 8.0.8
“O-Stick” features proprietary, highly
visible O-Port technology, providing
players with a more powerful and
accurate shot.
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The CCM U+ CL stick is the lightest
performance stick in the marketplace
and provides players with an optimised
balance and feel.
apparel: Reebok-CCM Hockey will
strive to further leverage its league partnerships
and exclusive uniform status
to drive growth. The Reebok Edge NHL
Jersey features a four-way Stretch Mesh
to provide players with maximum ventilation
and range of motion. In addition to
official uniforms, Reebok-CCM Hockey
also has opportunities to grow due to its
status as the official NHL locker room
performance apparel supplier, and
its exclusive rights related to the NHL
Players’ Association (NHLPA) for name
and numbered apparel and headwear.
NHL locker room performance apparel
relates to the apparel that pro athletes
wear under their jerseys during a game,
or to work out and train in the gym. A key
product initiative in this area is Reebok
Speedwick apparel. Designed to feel like
cotton, fabrics used in this apparel are
breathable, utilising Play Dry ® technology
to manage moisture and antimicrobial
yarns to permanently inhibit the growth
of bacteria.
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