2018 Taylor amp Francis INTRODUCTION TO HH HH SPORT HH WORKWEAR HH PRO 1877 Captain Helly Juell Hansen 1949 Helox 1961 Fiberpile 1970 LIFA 1980 HellyTech 1997 Investcorp 2006 Altor Private Equity Partners ID: 791549
Download The PPT/PDF document "HELLY HANSEN How suitable are today’s ..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
HELLY HANSEN
How suitable are today’s approaches to regional markets and adaptation in product and promotion, and what is the best approach to Eastern European markets?
© 2018 Taylor & Francis
Slide2INTRODUCTION TO HH
HH SPORT
HH WORKWEAR
HH PRO
1877 Captain
Helly Juell
Hansen1949 Helox
1961 Fiberpile1970 LIFA1980 HellyTech1997 Investcorp
2006 Altor Private Equity Partners2012 Ontario Teacher’s Pension Fund
Themes:
Varying degrees of HQ control in different market, but a clear preference
for control
.
Some adaptation of both promotion and product
Many product categories cater to customers
who, although
culturally different, share a specific set of performance
needs.
Our angle: How suitable are the current approaches to adaptation/standardisation of brand,
promotion
and product? Furthermore, how should Eastern Europe be approached?
KEY DATES
*Sold 2010
THREE DIVISIONS
© 2018 Taylor & Francis
Slide3Scandinavia
(Home market with straight extensions)
Norway “original” market, but today Scandinavia (+Finland) can be considered one
standardised
region and a “home region”Product offerings to Sweden, Denmark and Finland are straight extensions with no product adaptation or promotion adaptation (excl. products linked to a region or organisation, i.e. KNS, KSS, etc.)
Market insight is deep, and as a consequence decisions are taken at the HQ level“Core” product and branding – home of brand
heritageTo a large degree, the Nordics as a whole represent the “concept” being rolled outwards
HH© 2018 Taylor & Francis
Slide4NORTH AMERICA
(Targeted product adaptation)
Home to many of HH’s uniform programs (Aspen, Vale, etc.)Products partially adapted
For instance, the Fjord collection’s longer coats are not sold in the USA However, the Ask & Embla series is entirely unadapted, potentially because it targets an audience much more likely to wear “European” fashion and is a key brand-building lineIn general, adaptation is done to suit a few differences in cultural fashion preferences (colors, prints) and for size
Branding entirely standardised and HQ controlledNorth American owners may facilitate continued expansion
HH
© 2018 Taylor & Francis
Slide5Southern Europe
Regional marketing managersEmpowered to adapt some products when necessaryTrends may differ between nations, for instance the recent proliferation of sailing jackets
among teenagers may be largely unique to Norway Ex. Southern European men wear shorter-cut jackets than Northern European mena product range for a market like
Italy may include shorter models, or front themSimilar to NA in many ways, but Europe is an incredibly fragmented market in terms of the competitive situationMany domestically strong brands even in relatively small markets (e.g. Norway
), while France has a slew of domestic brands
EUROPE
(Targeted product adaptation)
© 2018 Taylor & Francis
Slide6ASIA PACIFIC(Dual adaptation)
Franchising common along with significant levels of licensed productionMarket adaptation is highHigh adaptation in product and less but still significant adaptation in promotion
Brand messaging is tightly controlled by HQ, while product promotion is frequently adaptedQuality Control
HH
Sporting equipment specialist
Double
role:
i
mporter/manufacturer
Adapted products and adapted promotion
SignifLocal
influence on marketing decisions significant
EXAMPLE: JAPAN
© 2018 Taylor & Francis
Slide7GROWTH MARKETSSOUTH AMERICA & EASTERN EUROPE
Our chosen “topic”: Little to no adaptation as of today, largely because of a lack of targeted attentionGrowth/future markets – small markets today but volumes are expandingSold through a variety of methods (franchises, licensees, distributors and a few own shops) that follow marketing instructions from HQ and receive standardised products
Future: incremental adoption of “European” approach as Eastern European markets become increasingly integrated and resemble Western European markets more closelyWe’ll be looking at both the suitability of existing strategies, but primarily the roll-out of HH in Eastern European markets and which approach it should take in national markets
Today, but is it right?
© 2018 Taylor & Francis
Slide8THANK YOU FOR YOUR ATTENTION.
QUESTIONS?
© 2018 Taylor & Francis