Rip Curl: How Product Versus Target Diversification Helps an Authentic (Re)Positioning
Référence :
KEDGE-MA-033(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Collection
KEDGE Business School
Auteur(s)
Résumé
Rip Curl was created in 1969. The first idea was to produce equipment for surfers by surfers in order to be able to surf the waves as often as possible. The company began by developing surfboards and wetsuits and gradually moved on to surf wear. This authentic positioning has always worked well on the target of surfers. The brand developed a lot in the 1980s to 2000s because there was a strong demand for surf wear textiles all over the world. However, from 2008 onward, the situation was reversed, and sales figures dropped sharply. How can this company bounce back after such an ascent and then such a fall?
Objectifs pédagogiques
- To explain the reasons for Rip Curl's success and then to understand how the company decided to respond to the market after the economic fall of 2008. Rip Curl's answer was to go back to his origins of offering an authentic surfing experience.
- To reflect on Rip Curl's marketing strategy, target, positioning, and marketing mix, from its products to its communications (key success factors and co-branding).
- To deepen the concept of brand personality (Aaker, 1997) but also the concept of authenticity, which is particularly important for sports brands (Appendix 7 of the case study statement).
- To develop the repositioning of a brand and the return to its roots. Finally, this case presents the opportunity to discuss the concept of co-branding.
- To reflect on Rip Curl's marketing strategy, target, positioning, and marketing mix, from its products to its communications (key success factors and co-branding).
- To deepen the concept of brand personality (Aaker, 1997) but also the concept of authenticity, which is particularly important for sports brands (Appendix 7 of the case study statement).
- To develop the repositioning of a brand and the return to its roots. Finally, this case presents the opportunity to discuss the concept of co-branding.
Mots-clés
Brand strategy - Sports marketing - Surf brand - Authenticity - Brand personality
Public
Business schools and - Universities - Executive education programs
Secteur d'activité
clothing and accessories manufacturing
Caractéristiques particulières
PPT : debriefing ( 43 slides)
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Année de la problématique :
2018
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
28 avec 9 page(s) annexe(s)
Temps d'utilisation :
3h00
Code du secteur d'activité :
92 - Activités récréatives, culturelles et sportives
Note pédagogique :
Oui (8 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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Produits pédagogiques liés ...
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KEDGE-MA-033
Etude de cas
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Rip Curl : du positionnement des produits au ciblage des clients, un retour à l'authenticité |
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