reebok-ccm Hockey strategy

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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. P 01 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. P 02
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