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?