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SCHEME OF THESLIDESHOWBackgroundAudienceCompetitionValuesBrand IdentityQuality of the productObjectivesStrategyEvent TimelineConclusion
BACKGROUND - HISTORY• Founded in 1999 by Malamine Koné • First OEM for French Professional Football League and the ﬁrst French sports brand • In 2004, AIRNESS signs its ﬁrst contract to be the supplier of Rennes Football Club • In 2005 and after only ﬁve years it is the supplier of the FC Nantes, Valenciennes FC, LOSC, AJA Auxerre, Boavista in Portugal, Genk in Belgium or Fulham in England • In 2009, Airness is the partner of 13 Professional Football teams
BACKGROUND - HISTORY• It is with the originality and quality of its products that the AIRNESS brand will become known by the public very quickly and seduce the biggest names in Football such as: Djibril Cissé, Jean-Pierre Papin, Daniel Van Buyten, Didier Drogba, Sylvain Wiltord, Guy Roux… • With the meteoric rise of the brand, AIRNESS has the ambition to equip football clubs in France and Europe • In 2004, 7 African international selections: Benin, Burkina Faso,The Republic of Congo, The D.R. of Congo, Gabon, Guinea and Mali
ed TARGET AUDIENCE nd : te et x g E r a orts T p l s s an d le l r A e i dd t: M ge r le ay ans pl F Ta op t: e ing P y r ge a ll jo and n s T e rt re tba ss o o poC o e s F rs/L ye n 30 la a P th
COMPETITORS • Le Coq sportif Le Coq Sportif is a French company for sport equipements. The name and the logo- national symbol of France.Shonsorship with football clubs: Sefﬁlde United, Wolverhampton Wanderers, CarlisteUnited, Queens Park Rangers etc. The ofﬁcial sponsor of Tour de France for 2012. • AdidasAdidas AG is a German sports company created in 1948. The second largest sportswear manufacturer after Nike. Supplying kits for international football teams: Germany, Spain, ArgentinaAdidas was sponsoring the national French football team for 37 years. Imposing a city wear culture through various collections.
COMPETITORSWorlds leading supplier of sport equipement, based in the United States.Owns companies such as Umbro and Converse and Air Jordan. Nike sponsors football teams such as the national teams of India, recently France, Brazil.Sponsoring not only football teams but also tennis , golf and basketball players. The ofﬁcialFrench football team sponsor for 2012.Umbro is an english sportswear and football equipment supplier based in Manchester. Part of Nike. Umbro is currently the ofﬁcial sports manufacturer of the English FA club and the nationalteam of England. German company that produces athletic shoes and other sportswear. SUpporting famous football player such as Pelé, Maradona, Didier Deschamps.Partnership with Ferrari, Ducati and BMW to produce sports shoes.Puma is the sponsor of a number of teams such as Tottenham Hotspur and Newcastle United.Sponsoring 12 African football teams. Supporting humanity causes in the region. World presence.
VALUESValue per unitMen collectionTrousers - £45Sweater - £45Women collectionTop - £18Youngsters collectionSweater and gym trousers - £40ShoesMen shoes - £60Accessories Winter hat - £30
BRAND IDENTITY• The brand has succeeded where a lot have failed. • In less than 10 years it became France’s n°1 sports brand (OEM). é e Kon lamin Ma
POSITIONING• To be where nobody expect you to be « the panther on the lookout » • The brand aspires to be on the same level than the other famous sports brand like Nike, Adidas, … • The brand wants to be the closest providers to sports man and rely on their capacities to show off their products.
QUALITY OF THE PRODUCT• Uniqueness and novelty Originality and quality - recommended by the professionals whowear the clothes during their sport activities.
OBJECTIVES• Exporting the brand to the UK• Adapt the brand to the UK market (which is a highly competitive market due to the settling to the competitors)
STRATEGY• Break out in the UK market with a strong social media presence (Facebook, Twitter, Augmented reality, gaming App, Foursquare)• Website translation• a strong partnership with renowned footballers • England: Dany Welbeck • Scotland: Kenny Miller • Wales: Robert Earnshaw• Creation of the UK AIRNESS tournament between Scotland, England and Wales (Under 21) – winning team will be able to chose a football club that will be fully provided with training equipment from the brand
STRATEGYThe UK AIRNESS Tournament:Undercovered by a charity event for Sport Relief, the UK AIRNESS Tournament ofﬁcially named as "SportRelief Airness Tournament" will see the U21 National Football Teams of England, Scotland and Walescompete for this charity.Of course all the equipment provided for this particular event except the uniforms of the teams will beAirness branded. Captains will of course wear a Airness sport relief branded armbandWe will call for help Wembley stadium authorities and the Football Associations of England, Scotland andWalesPreviously to the game football schools will be chosen by a machine in each one of the countriesparticipating, the country that will win will see its chosen school being fully equiped by AirnessThis strategy will notify UK citizens and especially our target about the high level of CSR and Involvementof the company within the community
STRATEGY• Partnership with different sports shops (retailers) • Sport Direct • JJB sport • Decathlon
CONCLUSIONOn short term : breaking through the market in order to beable to set permanently in the country and to sell enough tojustify our "brand exportation strategy"On middle term: develop our own network of shops in Britainsmain citiesOn long term: Being able to develop partnership with topPremier League Football Teams in the UK