STRATEGIC BRAND MANAGEMENT

KAVYA VAIBHAV ROHAN MANISH FAIZAN ANANDA ARUSHI

RECREATIONAL EQUIPMENT INC.

WHY ‘REI’ IN INDIA

Market comparison for Adventure sports

$89b 500-600crWorldwide india (current market value)

The other reason for adventure tourism's growth is that it can suit every budget. At the very top of the heap, a run to the South Pole will cost you around

$12,000 (approximately Rs 7.2 lakh) a person. a three-day weekend adventure from Mumbai or Delhi (with a spot of rafting or a bungee jump thrown in)

can be far cheaper — as little as Rs 5,000 per person.

Rise in disposable incomesIncreased interest from the corporate worldSupply shortfall to the increased demandWhat is really missing is a one stop solution offering complete information and integrated services for adventure seekers

Value sales of sportswear at constant 2013 prices are

expected to increase at a CAGR of 10% over the

forecast period, reaching INR 322.2 billion in 2018

Customer profiling in India based on adventure gearAdventure seeker | variety seeker | health conscious | latent customers

Sports goods and outdoor recreation gear

Durable, Reliable, Innovative, High pricing with seasonal discounts,

Reuse

Traveller, Outdoor, Adventure, Hiking, Mountains, Fitness

Quality products, Fair, Responsible,

Credible, Promotes outdoor

Excitement, Self- Respect,

Adventurous, Freedom, Inspiring

Trusted, Loyal,Membership,

Engaged

RESONANCE

IMAGERY

PERFORMANCE

JUDGEMENT

SALIENCE

FEELINGS

BRAND EQUITY PYRAMID

I am a 35 year old financial

consultant living in New York. I

am a fitness freak and

mountaineering is my passion.

Being a part of the Pro

Mountaineering Assoc. I take out

time to go on a trek once every 3

months. My gear is very

important for me and I swear by

high quality products of trusted

brands.

The REI Community

Industrial rivalry (Low)

High product differentiation.

Not many playersGrowing Industry.

Buyers power (High)

Brand equity not established in IndiaTarget group is not

price sensitive

Threat of substitutes (Low)Substitutes for the products available.

Non- specialized products major

substitutes.e.g Wildcraft

Supplier’s power (Low)

Has seasoned, long term suppliersCustom duty

Threat of entry (Medium) Lower priced substitutes

Low volumes in category

Lack of brand awareness

No government policy barriers

Porter’s Five Forces Analysis

Tent Sleeping Bag

Temperature Controller

LED Lights Power SocketsSolar

Panels

REI Multipurpose Tent( Product Innovation)

BRAND ELEMENTS

REASONS

EXECUTION

“The best in outdoors is now in India”

Tie ups with tour and travel websites/operators, fitness centresRannvijay Singh

REI workshops, trips for outdoor enthusiasts, including professionally trained personnels. Recognition events for Sherpas

To introduce the brand, increase brand awareness

Help in recall

Connect with the youth, compliments brand personaBuzz marketing, larger reach to audience

Digital Media :Advertisements on GDN, SEO, Adwords, Blogging sites

Online campaigns to attract more traffic on our site

Print/OOHMass reach to audience

TVC

“Inspire, educate for a lifetime of outdoor adventure”

Quality time with friends as well as family

Communicate brand values and responsibilities

Promotion of innovation : Indian context

Communication and Promotional Strategy

LAUNCH STRATEGY

Setting up of retail outlets across major tier-1 cities.

Every store would have an activity area where the customers can get a first hand experience of adventure sports.

Establishing a tie up with a few tour operators and providing customized adventure tour packages to our customers where all the equipment and sports gears would be provided by us without any extra charge.

Organizing various sports and adventure events across the year, also sponsoring various adventure sports across India

LAUNCH STRATEGY CONT… (

Extensive creative designs at railway stations and even inside compartment promotions

Introduction of a mobile App for Android/ IOS, suggesting new places to explore with a detailed list of equipment and resources you need to carry

Sponsoring the Everest expedition 2015 from 30th March – 2nd June. Equipment and merchandise will be provided by REI. Bring in experienced mountaineers and trained professionals as support staff for the expedition.

Make a India travel documentary for television highlighting the various adventure spots and exploring new outdoor sites.Sponsor a NatGeo program about the best practices and various safety standards associated with outdoor sports.