Brand management: Quicksilver

Résumé du document

In order to gain a competitive advantage over rivals, companies create brands that represent aspirations and a desirable image of life that the customer would like to identify with. Brands are accused of all sorts of evils, from threatening our health and destroying our environment to corrupting our children. Brands are so powerful, it is said that they force us to look alike, eat alike and be alike.

Historically, building a brand was rather simple. Nowadays, it is harder to reach the consumers. They are now bombarded with many different choices. They are also busier; more distracted and have more media to choose from.

In this coursework, I analyze the development strategy of quicksilver. I am enthusiastic about Quicksilver's clothes and sports, especially surfing and windsurfing. I think this brand has an original development strategy that allows it for being a reference actor in product development and leader in the outdoor market. Firstly, I will tell you more about my chosen brand (background). Further, I will present the marketing mix and finally, the aim of the coursework is to analyze the strategic development of Quicksilver.

Extraits

[...] They notably became allied with the famous Tony Hawk for the practice of the skateboard and with Kelly Slater for the surfing of several years. Then, by means of her sportsmen, she sets up operations of big scales. On July 9th 2005, when the skater Danny Way, who is one of the subsidiaries of the group, managed the exploit to cross the Wall of China with his skateboard and naturally in front of numerous televisions come from the whole world. Quicksilver shows the values of authenticity and membership in a community. [...]

[...] Rossignol, Dynastar, Lange, Look, and Kerma represent of the business. Cleveland Golf is a subsidiary of the group Rossignol, specialized in golf. They produce for 25 years the equipments of high performance with a high technology material. They aim at all the players, at any level and at any age, they are all addicted. This brand represents of the business of Quicksilver. Gotcha, Fidra, Grapes, Radio Fiji, Hawk, Leilani, Lib Technologies, Gnu and Bent Metal represents of the figures of business of Quicksilver. [...]

[...] We can see it on this advertising: Extension of the range To target a more diversified customer group, Quicksilver chose to spread its range. In 1991, Bernard Mariette, formed to Oreal (who is Chairman and Chief Executive Officer of Quicksilver Inc today) is engaged to strengthen the marketing. He then created the first surfing brand for women: Roxy. This brand targets the active and sports for young ladies. She proposes a complete range (clothes, accessories) for outside sports and a line of relaxed clothes for every day. [...]

[...] Marketing mix Product The product Quicksilver is based on the values of the surfer community and on the strong authenticity. They are mainly directed good quality, comfortable products to surf wear. The company innovates perpetually to propose new state-of-the-art products. The characteristic of the sportswear is a modern design reminding the sea and the nature; it confers a very young and relaxed image of products. Quicksilver, instead of the other surfing brands, play mainly on these constituents, so that their products reflect the values of the glide (the freedom, the evasion, the community of the surfing, the sun, the beautiful waves, the powdery), notably through it's «mini posters». [...]

[...] The first reason of its endorsement strategy is to stimulate the acceptance and the sales of a new brand through supporting it with a familiar brand name. From the perspective of the endorsed brand the goal of the endorsement strategy is brand development. The second reason is to make the scope of the company clear to consumers, competitors and other important stakeholders. Sponsoring To face his direct competitors (Rip Curl, Billabong) and to become more known, Quicksilver set up a strategy which turned out very beneficial: sponsoring a surfing champion. [...]