Ccm Hockey: The Re-Launch of The U+ Pro Skate – Alternatives.
Autor: Charles Mercier • April 22, 2016 • Essay • 575 Words (3 Pages) • 1,014 Views
CCM HOCKEY: THE RE-LAUNCH OF THE U+ PRO SKATE – alternatives.
• Promote the product by focusing on Professional’s sponsoring/advertising.
CCM had already adopt this strategy with the previous products (U+ Pro and U+ Pro reloaded), as we can see on the exhibit 12, exposing famous hockey players with the slogan “molds to perfectly fit”. This will consist on advertising and sponsoring famous team/players to bring some visibility to the product/brand.
Strengths | Weaknesses |
• Good way to make the product known by the majority, hockey fans. • Brings credibility to the product, showing that this is a high quality-performance one. • Not very risky has already proved its efficiency. | • Doesn’t really resolve the problem of “ bad durability” the product has known before. • High costs. • Would probably reach the “Personal expression and performance” group, which is not the principal target we want to reach. |
• Focus on local teams.
We decided that the best segment to target would be the “Smart Performers”. This group would be more responsive and attentive to performance value. That’s why we’d like to organize some “test days” which will happen in the campus, with demonstrations, questions answering, stands, and free test of the product. This would also be the occasion to explain how the skates have been improved since their last version (principally about the durability)
Sponsoring universities/college teams can also be a good way to bring the attention of this target. We always thought about an advertising campaign with a top university team, the message would be how our skates helped us to improve our games and brought us to the top level.
As we can see, Canada has the largest proportion of Smart Performers as well.
Strengths | Weaknesses |
• Testing is the best way to evaluate the product. • Perfect way to attract future loyal customers. • Cheaper than focusing on top pro players/teams. | • Less visibility of the brand in Europe. • Real focus on young people. |
• Bring back the soccer players to the hockey.
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