Political marketing of Airness in the sporting equipment market

Résumé du document

After the German sport brands, after the American sport brands, today there is Airness. Manamine Kone is a wonderful person with a great story. He came from nowhere. He was forced to leave his beautiful country Mali when he was very young. He has succeeded in building a large business which contributes towards public services and it works for better services in France and in other countries, especially in Africa. He knows very well that sport can be a way to teach effects as well as economics to the Africans in order for them to be successful. He is the perfect example who proves that Africans can succeed in fields other than music and football. Manamine koné managed to develop a new brand in a world dominated by huge Multinational Corporations. Today, including factories, thousands of people work every day to produce collections of men, women and children's clothing. The success of this young businessman in the clothing market is impressive. Airness has been able to find new development partners and is one of the best known in the world of football. In only 6 years, Airness has become the leading athletic clothing brand. Airness has succeeded over the years in penetrating a market that is thought to be full and closed completely. That is because Manamine Kone and his team were more dynamic than others working in the same market.

Extraits

[...] Very produced Airness will be floqué logo and/or name of the mark representing a black panther. Primary objectives Like all company with lucrative goal, Airness has primary education objectives which are: - To still develop CA after its exponential increase over the 4 last years (CA in million Euros: in 2002, in 2003, in 2004, 100M€ in 2005) -Create added-value -To become a direct competitor of Nike and Adidas, world leaders of the sportswear Secondary objectives There are several secondary objectives revealed by Malamine Kone, these objectives can be used to achieve the primary objectives: - To modify the general positioning of the mark in order to be seen like a multi-sport brand and not like a brand of suburbs or of teenagers (tennis shoes, football, handball, box ) range by people from 7 to 77 years coming from different social origins - To take market shares on the market of the cell phones - To multiply the supports (personalities, football team, school stationery) releases of purchase especially near the prospective customers - To multiply the sales outlets proposing the brand - To put in competition its industrial partners (it counts 10 of them of which JAJ and Uhlsport) in order to obtain the best expertise at the best prices According to Malamine Kone, the most important objective is to still the sponsor of new “kings of the stage” as it calls the footballers, of the people profiting from a strong notoriety or high level sportsmen in order to put their notorieties at the service of the brand. [...]

[...] Perhaps this is explained by the weak financial means the mark had. Since 2004, the communication campaigns evolve to the “dual branding”. Indeed, Airness uses the notoriety of the mark now in order to launch products. The company associates its mark with other marks of product. It sets up complementary communication campaigns between mark mother and mark produced in order to touch new targets. Example: The launching of cellphone “Airness AIR99” available since November 2005 and of “Airness SLIDE99” available in May 2006: Airness uses the strategy of dual the branding for the launching of these two products. [...]

[...] That is why; one can notice that some of the future models of clothing intended for the general public will carry only the name and either the complete logo. It will be the case especially for some models which will be launched by Guy Roux and Sylvain Wiltord in publicity before the World cup 2006. One notices logo on the right the signature of the creator of the company which recalls its membership to the urban culture. Indeed, the signature is similar to a tague. The logo also could have been attacked by Puma because with the first glance, the resemblance is striking. [...]

[...] Politique marketing de Airness sur le marché des équipements sportifs After The German sport brands, after The American sport brands, today there's AIRNESS. Manamine Kone is a wonderful person with a great story. He came from nowhere, and was forced to leave his beautiful country Mali when he was very young. He has succeeded in building a large business which contributed public services and works for a better service in France and in other countries especially in Africa. He knows very well that sport can be a learning way to teach effects as well as economics to African in order to them to be successful. [...]

[...] Personality of the brand The personality of the brand and especially that of its creator Malamine Kone is very present in the plan of communication. Indeed, Malamine Kone cultivates the culture “black-white-arab”. The mark is thus a multiethnic and multiracial brand. This is very easily explained by the fact that the creators as all its team of designer come from the Parisian suburbs. This position of the leaders and designers is used as symbol in the communication by always making presentations where blacks, white and arabs spent time together. [...]