Athena Presentation
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Transcript of Athena Presentation
Athena
Overview
Strategy Segmentation Positioning and Advertisements Tactics Results and Trends What We Learned Future Outlook
Strategy
In-market Premium Brand
Growth Strategy Market Penetration
Offensive Strategy Invest to improve the competitive
position
Segmentation
Demographic Women Twenties to early forties
Psychographic Active, busy lifestyle Mothers Brand conscious Status-seeking
Lisa Wittmer
Positioning and
Advertisements
Positioning
“For the Goddess in You” Fashion Quality Environmental Responsibility Comfort Image Feel Good
Advertisements
Celebrity Endorsements Oprah Letterman (yr 12, 13, 14, re-signed
in 20) Lorena Lopez (yr 18, 19)
One billboard for Latin America Press Release for magazines Advertisements for magazines
Shape, Oprah, Elle, Vogue, Real Simple etc.
Athena“For the
Goddess in You”
Logo and Tagline
Press Release
Magazine Advertisement - 1
Magazine Advertisement - 2
Outdoor
Tactics
Laura Ostermann
Tactics
Product High-end, high-quality shoes Increase S/Q rating Corporate Responsibility
Price Wholesale ~$72.00 Online ~ $110.00 plus shipping No rebates
Tactics Continued
Place Present in every region Exclusive distribution
Fewer retail outlets High-end retailers
High level of retailer support Online
Tactics Continued
Promotion Strong brand image Increase in advertising expenses Celebrity endorsements
Autumn Marcus
Results and Trends
What We Learned
Results and Trends – Net Revenue
$100
$120
$140
$160
$180
$200
$220
$240
Millions Athena
Ground ForceJustice
11 12 13 14 15 16 17 18 19 20Years
Results and Trends – Net Profit
$(100)
$(80)
$(60)
$(40)
$(20)
$-
$20
$40
$60 M
illio
ns AthenaGround ForceJustice
11 12 13 14 15 16 17 18 19 20Years
Results and Trends – Operating Margin Statistics
-100.0%
-80.0%
-60.0%
-40.0%
-20.0%
0.0%
20.0%
40.0%
AthenaGround ForceJustice
11 12 13 14 15 16 17 18 19 20Years
What We Learned
Niche customer segments
Importance for consistency
Not getting lost in tactical decisions Long-term focus
Future Outlook
Long-term premium image
Increase S/Q
Ethics training to continue corporate responsibility
Questions?