advanced theory and practice in sport marketing - Marshalls University

GLOBAL PRODUCT MANAGEMENT: THE RISE, FALL, AND
REBIRTH OF DUNLOP – Continued
grew. This formed a key element of the Group’s assets, upon which loans
were secured.
Using these and other commercial and financial techniques, the Group successfully
attracted a buyer. In 2004, Sports World bought the reinvigorated
and highly profitable Dunlop brand.
The acquisition added Dunlop, Slazenger, and Carlton to Sports World’s
stable of brands. Since 2004, the company has consolidated the licensing revenues
of these and several other brands, including Lonsdale, Karrimor, and
Donnay. The licensing business is administered through International Brand
Management Ltd., which is committed to brand management and choosing
correct licensee partners. The business has had exceptional results in recent
years, and is intent on taking the brand to places it has never been before in
a controlled and well-managed manner, ensuring that its licensee partners
buy into Dunlop’s history as the longest-standing sports brand of modern
times. Licensing revenue continues to grow rapidly as a result.
Dunlop is now sponsoring the likes of recent women’s tennis world number
one, Amelie Mauresmo, and licensing the brand into product categories
such as clothing, cosmetics, inline skates, bicycles, games software, footwear,
sunglasses, camping equipment, and inflatables on a global basis. Dunlop’s
tag line – “made of the right stuff” – not only epitomizes its brand, but also
its approach to licensing.
Licensing should be taken very seriously. It is now an unavoidable part
of big business and an invaluable tool for brand owners. And it is much
more than simply borrowing a name and applying it to a product to increase
sales. Each licensing opportunity must be assessed on its merits. A certain
amount of risk is inevitable, of course, but the opportunities for building
equity in the brand simply cannot be ignored. However, to borrow from
Dunlop’s philosophy, it is essential that license relationships are made of the
right stuff!
Source: Adapted from Olivier, D. (2005). Dunlop Slazenger: a case study. In Field Fisher
Waterhouse. Retrieved March 14, 2006 from http://www.legal500.com/.
Suggested Discussion Topics
1. As an international and global brand, the managers of the Dunlop
brand need to repeatedly conduct a category attractiveness analysis on
their various products. What is a category attractive analysis? If you
were the Director of Product Marketing for Dunlop, what specific
marketing factors would you analyze?
2. Let us assume you do a category attractiveness analysis for Dunlop tennis
products. How would the answers to the following questions affect
146 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING