H2O Outdoor Gear Hadley Bergh, Tanyu Yuba, Sam Vallely, Dan Herz Consumer Marketing Theory, November...

H2O Outdoor GearHadley Bergh, Tanyu Yuba, Sam Vallely, Dan HerzConsumer Marketing Theory, November 20, 2012

History

•Founded in 2008•Dean Cummings•20 Years of Experience•Handmade in the U.S.A.•“Lay Down Technology”

History

•4 different ski models▫Karen’Cito, Skiing Magazine’s Official

Selection•Packs, bags, gaiters, and jackets•Safety

Challenges

•Brand direction▫Differentiation

ATG “Access the Goods”▫Consolidation

Website integration•Brand Awareness

▫Media outlets

Market

•2010 – 8 million skiers•Roughly 300,000 backcountry skiers•Some competitors include Kastle, Wagner, Folsom, and DPS

•Price of backcountry skis range from $500 to $1500

Market Segmentation

Facebook

Positioning

•Niche Marketing Strategy•Social Media

▫Raise brand awareness▫Form a H2O brand culture▫Share the H2O skier lifestyle

•Advantages▫Performance▫Emphasis on safety▫Versatility▫Affordable

Influence of Social Media

•FREE•206. 2 million Facebook users in the United

States•66% of the US population•Start relationships with brands

▫“likes”, “pins”, and “tweets” •Forge relationships through “posts” and

“shares”▫Insight into Dean Cummings’ lifestyle

•Convenient to access of information

Facebook

Logo

•Importance of brand•Current Logo

▫Dull▫Confusing

•Future Logo

Website

•Header•Homepage•Unnecessary sidebars

Website

Website

•Demos page•Online section•Reviews, videos, photos•Dean

Thank You

H2O Outdoor Gear Hadley Bergh, Tanyu Yuba, Sam Vallely, Dan Herz Consumer Marketing Theory, November...

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