Reebok 2012 Annual Report Download - page 121

adidas Group
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2012 Annual Report
Group Management Report – Our Group
99
2012
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02.4
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Other Businesses Strategy
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Reebok-CCM Hockey Strategy
Key strategic categories to drive growth
Reebok-CCM Hockey intends to accomplish growth through a continuous
stream of product launches in its key category priorities: skates, sticks,
goalie gear, protective/helmets and licensed apparel.
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Skates: The focus in the skate category is to drive market share
increases through products addressing critical performance aspects
such as fit, weight and durability. Launched in April 2012, a new line
of Reebok Hockey skates, led by the 20K Pump, features an advanced
fit element and is designed with a focus on lightweight and durable
materials that maximise energy transfer from foot to ice
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PICTURE 12. On
the CCM side, the new RBZ skate is designed according to the concept of
“speed”, including a new blade holder that is 4mm higher, to provide the
skater with a better angle of attack on the ice.
12
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Reebok Hockey
20K skate
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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. Launched in September
2012, Reebok Hockey’s 20K sticks feature the Sickick 4 technology which
aims to provide a quicker release and the Accublade technology that
seeks to give a better reaction time with the puck. August 2012 marked
the major launch of the CCM RBZ stick powered by TaylorMade. The stick
was the result of a multi-year R&D collaboration with TaylorMade. The
revolutionary stick technology includes a SpeedBlade construction for a
higher puck velocity
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PICTURE 13.
13
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CCM
CCM RBZ stick powered by TaylorMade
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Goalie: On the goalie side, the Premier 4 goalie line solidified Reebok
Hockey as the leader in the goalie category. The pro-validated line
designed with industry icon Michel Lefebvre delivers quick release,
maximum coverage and a solid seal. 2013 will mark the return of the
CCM brand to the goalie category with the Extreme Flex equipment line.
By offering a new option for different styles of goalies, this will solidify
Reebok-CCM Hockey’s leadership position in the goalie category.
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Protective: CCM took centre-stage with the launch of the highly
anticipated Crazy Light protective series in April 2012. The new U Foam
construction significantly reduces weight and stays light throughout the
entire game. On the Reebok Hockey side, the new Pro series will be
launched in early 2013 and offers lightweight pro-level protection gear
at retail.
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Licensed apparel: Reebok-CCM Hockey will strive to further leverage
its league partnerships and exclusive uniform status to drive growth. In
addition to official uniforms, Reebok-CCM Hockey will take advantage of
its status as the official NHL locker room performance apparel supplier
and its exclusive rights related to the NHL Players’ Association (NHLPA)
for name and numbered apparel and headwear. Reebok-CCM Hockey is
also developing its capacity to perform in a reactive market to maximise
sales potential.
Pricing strategy mirrors product positioning
Reebok-CCM Hockey’s pricing strategy is consistent with its
high-performance positioning in the sport. 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.