Innovation Case Study: Geox

Content 31/05/10 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Presentation of Geox 31/05/10 Shoes Garment Waterproof, breathable fabrics Italian brand Geo + X

General overview of the market 31/05/10 The Market : footwear and garment sectors Men’s, women’s and children’s Competition in comfort footwear industry: ,[object Object],[object Object],[object Object],[object Object],sectors ,[object Object],[object Object],[object Object],[object Object],[object Object]

General overview of the market 31/05/10 MIT – Industrial Performance center Working Paper June 2005 How Geox has rejuvenated the footwear industry ?

Description of the innovation 31/05/10 A man : Mario Moretti Polegato The idea : the shoe that breathes The mission : technology that breathes Revolutionary idea – revolution in the footwear industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Description of the innovation 31/05/10 www.geox.biz www.geox.biz

Description of the innovation 31/05/10 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Type and model of innovation 31/05/10 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Resources implied by this development 31/05/10 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Protection 31/05/10 “ Fear to be copied” Over 30 patents Registered first in Italy than extended internationally Patent s: rubber soled-shoes, waterproof leather soles, …. One original patent (expiration in 2009) + a dozen of other patents that makes impossible copying the quality of Geox shoes (e.g. patents on processes)

Marketing strategy 31/05/10 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing strategy 31/05/10 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Competitive advantage 31/05/10 First in the field : No competition in the breathable shoe market Research and development: a key competitive advantage Original patent and corollary patents : Impossible to copy the product A unique message that makes the difference : Geox solves the problem of transpiration that other shoes do not solve

Observed Results 31/05/10 1st in Italy – 3 rd in the world top ranking footwear brand (in 10 years) Big success: 20 millions pair of shoes sold in 2009 Introduction in the Milan Stock Exchange December 1 st , 2004 http://www.geox.biz/english/borsa.htm

Observed Results 31/05/10 Huge success in children’s footwear Stars wear Geox – influent customers Angelina Jolie Paul Mc Cartney Pope Benedict XVI Pope John-Paul II Obama’s daughters … A turnover of 250 millions € a year Business Week

Conclusion 31/05/10 References www.geox.biz http://archives.lesechos.fr/archives/2006/LesEchos/19764-36-ECH.htm Geox is a successful innovation-oriented company Innovation : basis, image and key competitive advantage of the company www.scribd.com

Innovation Case Study: Geox

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