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Stratégie des marques de surf

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Stratégie des marques de surf

  1. 1. Le Ruyet frédéric<br />Yahya vargas geoffrey<br />STRATÉGIE DES MARQUES…<br />…DE SURF<br />
  2. 2. RECONNAISSEZ CES MARQUES LES AMIS !<br />
  3. 3. LE MARCHÉ DU SURF<br />
  4. 4. LE MARCHÉ DU SURF<br />Le marché mondial représente 7,4 milliards d’euros en 2010 (en baisse de 1% par rapport à 2009), dont 1,8 milliard d’euros sont générés depuis l’Europe.<br />L’Europe est le second marché dans le monde derrière le continent américain.<br />La Fédération Européenne de Surf estime le nombre de surfeurs à 1 million de pratiquants en Europe (85% d’hommes, 15% de femmes).<br />
  5. 5. LE MARCHÉ DU SURF<br />40000 planches de surf sont fabriquées chaque année sur le territoire européen dont 25000 planches artisanales et 15000 planches industrielles (moulées).<br />On estime également que les importations américaines, australiennes et asiatiques de planches de surf représentent entre 30000 et 50000 planches supplémentaires sur le territoire européen.<br />
  6. 6. LE MARCHÉ DU SURF<br />CA 2010 : 2 milliards d’euros, en baisse de 2% par rapport à 2009 <br />CA 2010 : 1,3 milliard d’euros, en hause de 2% par rapport à 2009 <br />CA 2010 : 335 millions d’euros, en hausse de 15% par rapport à 2009 <br />CA 2010 : 30 millions d’euros, en hausse de 11% par rapport à 2009 <br />
  7. 7. LE MARCHÉ DU SURF<br />Les trois nations européennes les plus importantes en terme de pratiquants sont :<br />L<br />3<br />
  8. 8. LE MARCHÉ DU SURF<br />Répartition du marché Européen par catégories de produits :<br />
  9. 9.
  10. 10. TENDANCES DU MARCHÉ<br /><ul><li>Évènementiel de plus en important
  11. 11. Migration vers une politique « tout au vert »
  12. 12. Importance du sponsoring d’athlètes</li></li></ul><li>FOCUS SUR 3 MARQUES<br />
  13. 13.
  14. 14.
  15. 15. STREET MARKETING QUIKSILVER<br />
  16. 16. STREET MARKETING QUIKSILVER<br />
  17. 17. SITE INTERNET<br />Cohérence avec la marque :<br />Page d’accueil avec la compétition internationale qui aura lieu à Hossegor le 4 Octobre prochain<br />
  18. 18. Quicksilver – bomb surf movie<br />
  19. 19. QUIKSILVER<br />Lancement d’un Quiksilver Phone en association avec Sony Ericson<br />
  20. 20. GOOGLE TRENDS<br />
  21. 21. VOLCOM<br />
  22. 22. GOOGLE TRENDS<br />
  23. 23. GOOGLE FIGHT<br />
  24. 24. SITE INTERNET<br />
  25. 25. COMMUNICATION WEB<br />
  26. 26. KANABEACH<br />Kanabeach est une entreprise de vêtements française, créée par des surfeurs à Locmaria-Plouzané (Finistère) en 1987.<br />On trouve les magasins de l'enseigne principalement sur la côte Atlantique, mais la marque est aussi présente dans le reste du pays (Paris, Biarritz, Bidard) et même en Europe (Espagne, Portugal, Royaume-Uni). Elle connaît une croissance importante et a même une e-boutique sur son site Internet.<br />
  27. 27. KANABEACH<br />Le nom Kanabeach rappelle explicitement le nom de la drogue. Ce choix osé rentre parfaitement dans le positionnement de la marque : se démarquer par le décalage.<br />La marque veut promouvoir une image moins commerciale, moins accessible que ses principaux concurrents. De cette originalité et rareté naissent les forces de KB. Cela lui permet de toucher un public las des marques qui ont exploité le surf, qui est à la a base un sport ptratiqué librement en harmornie avec les éléments. Ce côté décalé que peut laisser paraître KB a pour effet de tourner en dérision l’aspect show business que peuvent prendre certaines compétitions de surf voir même certains compétitieurs.<br />
  28. 28. KANABEACH<br />Le groupe Kanabeach s’est concentré uniquement dans la production et vente de<br />surfwear et streetwear.<br />KB a essentiellement développé une gamme textile poour femme et pour homme.<br />Concernant le matériel destiné à la pratique des sports de glisse, KB se contente d’éditer<br />quelques planches de skate et surf à son effigie.<br />Le design est omniprésent : il se situe au niveau des couleurs et motifs ce qui<br />permet à l’entreprise de donner l’image qu’elle désir promouvoir.<br />KB organise une compétition de surf réservée aux femme : La Kanna miss cup, qui<br />souline la volonté de la marque de so’rienté vers une clientèle féminines.<br />
  29. 29.
  30. 30. KANABEACH<br />
  31. 31.
  32. 32. LES COMBINAISONS<br />Ce qu’on a vu sur le marché se retrouve sur le secteur des combinaisons :<br />Quiksilver réalise les combinaisons les plus élaborées et de qualité supérieure(nouvelle combinaison chauffante inventée par la marque)<br />Volcom quant à lui, reste dans la moyenne avec des créations moins innovantes et basiques.<br />Kanabeach se démarque par la couleur de ses modèles (jaune, rouge, vert) permettant une différenciation pour les clients<br />
  33. 33. L’AVENIR DU MARCHÉ<br />
  34. 34.
  35. 35.
  36. 36. QUIKSILVER<br />L’évènementiel est de plus en plus important. Quiksilver, en tant que leader, vient d’organiser une compétition à New York le mois dernier. C’était la première fois qu’une événement d’une telle ampleur était organisé sur la planète surf.<br />

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