Reebok 2013 Annual Report Download - page 97

adidas Group
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2013 Annual Report
Group Management Report – Our Group
93
2013
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02.6
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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. Reebok Hockey will launch the new
RibCor skate, currently being worn by Sidney Crosby, in 2014
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PICTURE 11.
Launched in July 2013, the new CCM 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.
11
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Reebok Hockey
RibCor 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 August 2013,
Reebok Hockey’s RibCor sticks feature the highly innovative ribbed shaft
for quick puck release. July 2013 marked the launch of the CCM RBZ
Stage 2 stick powered by TaylorMade, which includes a SpeedBlade 2
construction for higher puck velocities
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PICTURE 12.
12
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CCM
RBZ Stage 2 stick powered by TaylorMade
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Goalie: To increase market share in the goalie category, 2013 marked
the return of the CCM brand to the category with the Extreme Flex
equipment line. In 2014, CCM will introduce the new Retro Flex goalie
line, which offers goalies unique colour options for their new gear.
Reebok Hockey will take the Premier series to the next level with the
introduction of the Premier XLT line at retail.
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Protective: In 2013, CCM continued to take centre-stage with the
highly successful Crazy Light protective series. In 2014, CCM plans
to launch the new RBZ protective line, which is the next generation of
Crazy Light protective. It features even lighter-weight equipment while
maintaining maximum protection. On the Reebok Hockey side, the
new 20K Pro series was 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.