Brand Strategy Analysis - Burton Snowboards (NYU Stern)

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Burton Snowboards Rob Tedesco Brand Strategy | Buchanan | Summer ‘11 (C) 2011 ROB TEDESCO

Transcript of Brand Strategy Analysis - Burton Snowboards (NYU Stern)

Page 1: Brand Strategy Analysis - Burton Snowboards (NYU Stern)

Burton Snowboards

Rob Tedesco

Brand Strategy | Buchanan | Summer ‘11

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Standing Sideways Since ‘77

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The Industry, and The Company

•  Size: ~$500MM industry (snowboarding hardgoods and accessories) •  Growth: Riders from 2.5M in ‘97 to 5M in ‘08 •  Demographics: Most are male, age 18 to 24

5+Million(2008)

2.5Million(1997)

No. of Snowboarders

The Industry

•  History: 1977 by Jake Burton, category “Godfather” •  Location: HQ in Burlington, VT; CA, Austria, Japan •  Market Share: 40-70%, depending on subcategory •  Subcategories: Boards, Jackets, Pants, Gloves, Helmets, Goggles, Shoes, Clothing

The Company

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Jake Burton: Category “Godfather”

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So What is Burton’s Brand Value?

Brand is: Riders are:

Authentic (“Riders like you”) High-quality “Original” brand in category “Big” but not “Big Brother”

Individuals Expressive Creative “Adrenaline-seeking” yet “Casual”

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Imagery and Brand Value

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Sponsored Riders

•  35 “Team Burton” riders, sponsored by the brand •  Use Burton equipment in Olympics, ESPN X Games and other competitions •  Add brand value as: •  Energizers •  Endorsers •  Product design

contributors

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The Tiger Woods of Snowboarding

•  Shaun White •  25 years old •  2 Olympic Gold Medals •  15 X-Games medals •  Endorsed by Burton •  “White Collection” at Burton

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Rapid Prototyping

Core User Feedback

Rapid Prototyping

Quality Products

Growth in Core Users

Rapid Prototyping Lab Feedback from Core Users

+

= Value Creation Cycle

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Brand Architecture (Aaker)

Hardgoods Softgoods Bags

Eyewear Protective Footwear Clothing

Shadow Endorser

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Why “Shadow Endorse”? “Founded in 2001, ANON's goal is to become the premiere optics brand by offering unique optics solutions driven by fashion, lifestyle and the creative influence of couture tastemakers.”

“Since 1998, Gravis has been creating alternative footwear and bags that bridge the gap between action sports function and streetwear style. Working closely with a team of professional snowboarders, surfers, musicians and artists, Gravis develops shoes and bags that are the perfect accessories for today’s active lifestyle.”

“Founded in 1996, R.E.D. is dedicated to the evolution of impact protection by offering products that revolutionize the balance of style, fit and technology. Driven by the creative influences of those pushing their personal limits, R.E.D. is transforming tradition by inspiring riders with forward thinking style and the latest technology.”

“Created In 1999 as an outerwear style lab within Burton, Analog is now a clothing company based in Irvine, California whose only goal is to create outside the lines and push creativity and individuality in skateboarding, surfing and snowboarding.” (C)2011ROBTEDESCO

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Why “Shadow Endorse”?

!  Leverage “athlete-driven product development” process ! Maintain authenticity among skateboarders, snowboarders, surfers, musicians and artists. !  Extend “lifestyle” components of brand equity to adjacent, “off the slopes” segments.

!  Leverage “athlete-driven product development” process !  Maintain authenticity among riders who want to look fashionable while pushing personal limits. !  Extend “high-quality riding equipment” brand equity to skiing segment.

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Employees as Brand Stakeholders

•  Free season pass at Vermont resorts •  Any day with 20” of snowfall is an automatic day off (Snow day) •  All dogs allowed (at office)

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Growth: Finding New Slopes

•  Where to grow from here? •  A “House of Lifestyle/Board Brands”: Surfboards, skateboards, etc. •  International Expansion: Latin America, Australia, and China

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Sources •  Marquardt, Katy; “Burton Snowboards is King of the Hill,” U.S. News and World Report, September 19, 2008 •  Burton Snowboards, “Back in the Day: An In-Depth Look at the History of Snowboarding and Burton Snowboards”; accessed on August 8, 2011 from http://demandware.edgesuite.net/aadf_prd/on/demandware.static/Sites-Burton_US-Site/Sites-Burton_US-Library/default/v1312553066669/pdfs/BackintheDay.pdf. •  Heine, R. Peter; “Burton snowboards: origins and spectacular growth”; Stetson University, Journal of Case Research in Business and Economics.

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