reebok-ccm Hockey strategy
reebok-ccm Hockey strategy
reebok-ccm Hockey strategy
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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 />
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