Thule MX PositioningBrand positioning in the adventure style segment (niche)Not-known in other product linesA lot of years in the marketWell design & durable products

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Thule MX DiagnosisPerfect for high-end retailer storesThe most transited point of salesThule branding in-store cornersMark-comm crossing the idea between outdoor & travel gear

To positioning THULE as one of the three high-end brands on the portable computing and luggage segment in Mexico.

Core Strategy

Release Plan

• 1st step.-Make a 3 months test in points of sale that perfectly fit on the target of the brand and provides a limited risk to evaluate the levels of demand and prepare us to replicate this in other retail chains with more reaches..

Release Plan

• 2nd step.- Reply the top selling products of the first phase, only with other retail stores that fits into the THULE target.

1st. Step

• Palacio de Hierro: Recognized for their leadership in fashion, quality, avant garde, tech and service, PH is the best Departamental Store of Mexico. To keep that leadership, selects carefully the brands they offer (first class brands), thats why THULE go perfectly with their image and viceversa.

• Only 10 Stores:- At Mexico City: Satélite, Santa Fé, Centro, Coyoacán, Polanco, Durango and Perisur- At the states: Guadalajara, Puebla and MonterreyVery well located and exclusive points of sales.

• TARGET:Socioeconomic status of “Palacio de Hierro" public– Upper middle class(C+)– Upper class (B+,A)

“People who wish and invests in: Luxury, Comodities, Quality and got a Healthy Lifestyle, are the most loyal consumers.

They want to go forward with the best products and the top brands”Palacio de Hierro

“PH” AS A 1ST. STEP OF THE PLAN.

PH winner brands.

2nd. Step

• Liverpool: Part of the life of all the mexican families during many years. Provides fashion, quality and avant garde. Consolidated the strongest departamental store in Mexico.

• Grupo Liverpool has now 80 stores all around the mexican territory.

• TARGET:Socioeconomic status of “Liverpool" public– Middle and Upper middle class(C, C+)– Upper class (B+)

People who wants luxury, comodities and quality searching for credit plans. Always elevating the status of their lifestyle.

Liverpool

“LIVERPOOL” AS A 2ND. STEP OF THE PLAN.

• Best Buy: Now with presence in Mexico the international leader in consumer electronic products, entertainment and related services has the most increasing future of the specialized retailers. Their challenge in Mexico is a continous growth and innovation to response the needs of customers.

• With 4 stores in Mexico City and other two in Guadalajara.

• TARGET:Socioeconomic status of “Liverpool" public– Middle and Upper middle class(C, C+)

People searching for quality and interested in hi-tech, founds in Best Buy the perfect spot to consume the best brands and products of the market.

“BEST BUY” 2ND. STEP OF THE PLAN.

• Apple Computer Inc. is recognized as innovation and pioneering in the computing industry.

• They comes to Mexico with a distribution net to certain distributors and giving licensing to create retail chains under their statements.

• Now we can found: iShop from MixUp, iStore from Compudabo and MacStore. With a total of 21 stores in Mexico.

• TARGET:Socioeconomic status of “APR" public– Middle and Upper middle class(C, C+)– Upper class (B+)

Economically active men and women searching to be forefront with first class products, loyal consumers investing in branding, luxury, fashion and hi-tech.

With an active social life and always well updated.

“APPLE PREMIUM RESELLERS” 2ND. STEP OF THE PLAN.

COMMITMENTS

• In 6 months, more than 100 points of sales reached.

• Weekly product monitoring, to take actions per product / per customer.

• Brand developing, personalized to each retailer.

• Imaldi´s penetration in the luggage categorie.