Francesca Sanguineti

Vyara Pancheva

Zbyněk Zapletal

Netti Csábi

Marta Gismano

Marvyn Lambert

Team# 10

Final presentation

Our understanding of brand

• Salomon brand values– Commitment

– Innovation

– Authenticity

– Passion

Objectives

• Understand customer’s needs

• Recognise ski touring habits

• Preferences of ski touring equipment

Methodology– Questionnaire – number of quest

– Variety of quest

– Open quest – food for thought

– 8 countries

– Statistics

– Limitation

– Recommendations

9,70%

17,40%

10,50%

16,40%

11,10%

14,90%

11,80%

8,30%

Under 25

26-30

31-35

36-40

41-45

46-50

51-55

Over 56

17.5%Racer

17.9%Fitness

27.1%Tourer

37.5%Leisure

Off pisteOn piste

22.8% 59.517.8%

Medium

Customers profile

Why these three countries?Different customers and country profile

Representative sample

Practice habits

Practice habits

• Days of practice and annual budget

Price Strategy

The Netherlands

Less than 5; 5-10 days

0-250;250-500

Iceland

5-10;11-20 days

250-500 euros

Switzerland

21-50; 51 or more days

800+ euros

Brand preferencesIceland

Scarpa 47.8%

Garmont 14.1%

Dynafit 12.0

Switzerland

Dynafit 47.7%

Scarpa 40.3%

The Netherlands

Atomic 20.3%

Fischer 15.0%

Salomon 12.8%

Brand preferences

• Preferences for brand vary country by country

• Slight variations in the order male and femaleposition the brands

• Competitor analysis - map

Promotion strategyTotal sample

• Iceland: Internet, Magazines

• The Netherlands : Internet, Store manager/staff recommendations

• Switzerland: Store manager/staff recommendations

Promotion strategy

• Recommendations

Competitors analysis

Different type of price strategy

Promotion strategy

Results: Significance of these criteria with gender

• Recommendation: Do not segment the shoes characteristics depending on the gender. Male and Female have the same needs.

• criteria Salomon should focuson depending on the country.

• Recommendation: Define abalance between all theseaspect for productiondepartment.

Significance of these criteria depending on type of practicing

• Recommendation: According to your expectation and on what you want to focus on about down-hill , “A perfect control of trajectories and stability whatever the speed “ is the main aspect.

• Recommendation: Salomon should keep doing the same about the importance of design, no needs to invest more on it.

• Recommendation:

– Thermoformable

Main data TranslationConfort comfort le chausson the liner rigidité rigidity talon heel solidité soliditysysteme de languette sur le coup du pied

system tab on the stroke of the foot

le poid overweight Mal sous le pied Evil underfoot pas didee No ideaconfort comfort Systeme de blocage Locking system Le confort comfort usure du chausson (vers le haut) wear shoe (up) qualité, solidité du chausson interieur

quality, strength of the liner inside

rigidite si possible if possible stiffness comfort comfort languettes tabs

design design performance performancefrottement friction

Salomon

Social media

Mobil

PPC

Print

Radio

Outdoor

E-mail

Direct mail

E-shops

Direct sell

TV

Web

Touch points

Main message

• There Is No More B2B or B2C: There Is OnlyHuman to Human (H2H)

• Collaboration with ski touring travel agencies

– In Netherlands

– Integration of Salomon equipment in tours

– Sponsorship

• Conclusion

– Customer profile, practice habits, strategy

– No difference between gender (country)

– Going downhill – perfect control of trajectory

– Thermoformable

– Integration of Salomon equipment in tours

– There Is No More B2B or B2C: There Is Only Human to Human (H2H)

Thank you for your attention!

“Do not follow where the path may lead. Go instead where there is no path and

leave a trail.” – Muriel Strode