Reebok 2009 Annual Report Download - page 90
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86 GROUP MANAGEMENT REPORT – OUR GROUP Reebok-CCM Hockey Strategy
MULTIPLE CARBON LAYERS
Pricing strategy mirrors
product positioning
Reebok-CCM Hockey’s pricing strategy
is consistent with its positioning as a
high-performance company. Through
a commitment to product innovation,
Reebok-CCM Hockey’s pricing strategy is
to dominate the market in the premium
price segments and to be a strong
competitor within the mid-price segment
of the market.
Key strategic categories
to drive growth
Reebok-CCM Hockey intends to accom-
plish growth through a continuous
stream of product launches in its three
key category priorities: skates, sticks and
apparel.
Skates: The focus in the skate cat-
egory is to drive market share increases
through the creation of products that
continue to address critical aspects
such as fit, weight and durability. For
example, in 2010, a new line of Reebok
Hockey branded skates, 11K Pump, is
being launched, featuring an advanced
fit element. This new skate line was also
designed with a clear focus to incorp-
orate lightweight and durable materials.
In 2011, CCM Hockey plans to launch
the next generation of its U+™ platform
which features a fully thermo-formable
skate. In addition to the aforementioned
launches, projects within the advanced
product development group will continue
to drive innovation in subsequent years.
Sticks: To drive future growth in the
sticks category, Reebok-CCM Hockey
focuses on developing new technologies
that incorporate enhanced power, feel,
flexibility and weight. The Reebok 8.0.8
“O-Stick” features proprietary, highly
visible O-Port technology, providing
players with a more powerful and
accurate shot.
CCM Hockey is proud to present the lightest stick in the hockey
market. The U+™ CL stick is built from the inside out. There is no
blade insertion into the shaft. Instead, the blade is moulded over
both sides of the shaft, making a true one-piece stick. Multiple
layers of high-grade carbon placed at different angles in the blade
result in a lighter blade with the same durability. At the same time,
the stick features a 360º extreme inter-laced carbon woven wrap
outside layer, providing players with optimal durability in a super-
light stick.
U+™ CL Stick P
02