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Presentation in Corporate Brand Management II, Spring Semester 2010, University of BerneOthmar Bösch, Martin Germann, Hansjörg Thalmann

MAMMUT | ABSOLUTE ALPINE?

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WHY MAMMUT?

� Successful swiss company

� Raising Swiss brand

� Innovative communication measures

� Upcoming threat → branding activities required

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OBJECTIVES

� Fit between Mammut‘s brand essence and … the actual marketing activities?

… how the Brand Mammut is perceived in the market?

� What‘s in for you?• Get to know what kind of problem Mammut is facing• Some possible answers how Mammut could approach this problem

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OUR APPROACH

� Secondary research → External view

� Sources:

• Web / Websites• Magazines

• „Field Research“

• CBM I Lecture Script

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AGENDA

1. Company Overview

2. Brand Mission• Brand Essence - How Mammut wants to be perceived?• Reputation Analysis - How Mammut is perceived?

• Gap Analysis

3. Recommendations

4. Discussion

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ORGANISATIONAL STRUCTURE

Mammut Sports Group

…

Schmid Rhyner AG

COMPANYOVERVIEW

BRAND MISSION

BRAND ESSENCE

REPUTATION ANALYSIS

GAPANALYSIS

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COMPANY HISTORY

1862:

KasparTanner laid the foundation of the company

1943:

Introduction of the Mammutbrand

1981:

Presentation of the fully developed Mammutcollection of clothes & sleeping bags

1976:

First duodessrope (patented for 20 years)

2000 - 2007:

Mammut takes over several companies

2007:

Opening the first Mammutstore in Kempten, Germany

COMPANYOVERVIEW

BRAND MISSION

BRAND ESSENCE

REPUTATION ANALYSIS

GAPANALYSIS

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FACTS & FIGURES

� Headquater in Seon (AG), Switzerland

� Leading and innovative company for• mountaineering, • outdoor equipment and

• snow sport products

� High quality and price segment products

� Worldwide sales network• Core markets in Switzerland, Austria and Germany

COMPANYOVERVIEW

BRAND MISSION

BRAND ESSENCE

REPUTATION ANALYSIS

GAPANALYSIS

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FACTS & FIGURES

Employees:� 2010: ~ 350

Total turnover:� 1996: 25 Mio CHF

� 2009: 215 Mio CHF� +860% in 13 years

� Organic and nonorganic growth

Employees

Turnover in CHF Mio.

www.conzzeta.ch

COMPANYOVERVIEW

BRAND MISSION

BRAND ESSENCE

REPUTATION ANALYSIS

GAPANALYSIS

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BRAND MISSION

� Mammut - Absolute alpine.

� “Mammut is absolute alpine. Our customers -mountaineers and climbers- share our passion and fascination for the mountains and rock faces of the entire world.”

www.mammut.com

COMPANYOVERVIEW

BRAND MISSION

BRAND ESSENCE

REPUTATION ANALYSIS

GAPANALYSIS

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BRAND ESSENCEHow Mammut wants to be perceived?

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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THE MAMMUT COMMUNITY

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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THE MAMMUT COMMUNITY

� Special website as the basecamp for all community activities

� Information about the Mammut events• Mammut Test Events• Mammut Shoe Case

• Shoe Test

� Opportunity to communicate• Newsletter

• Blog

• Forum

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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MAMMUT TEST EVENTS 2.0

� For customers, retailers, mountain guides and employees

� Always in combination with a highlighted product

� Registration necessary• Number of participants are limited

• Specific skills required

• Huge demand

- e.g. 4000 applications for Snow & Safety (March 2009)

� Pictures

• Gathering of (Mammut) people in a impressive scene• Used for advertisement

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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Sleep Lab

Location: Corvatsch, Bernese Alps

Product: Sleeping bag

Participants: 60 Mammut employees (incl. CEO)

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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Underwear Test

Location: Eiger

Product: Alpine underwear

Participants: 200 alpinists

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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Boot Control

Location: „Kleines Kamel“ in the Furka Region

Product: New mountain boot

Participants: Professional mountain guides

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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Safety Check

Location: Melchseefrutt

Product: Snow Collection

Participants: 200 Freerider

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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COMMUNITY: ALPINE EXPERIENCE

� Experience Mammut products in special alpine sceneries

� Exclusiveness: Not everyone can participate

� Learn from Mammut as an expert in alpine sports

� Mammut gets feedback

� Share your experience with other alpine fanatics

� Be a part of the Mammut family

� Word of mouth

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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MAMMUT PROTEAM

� “Mammut products are - and have always been - extremely reliable. The superior performance and quality of our products is also the result of the professional input of our athletes - the Mammut team members. Being outdoors they depend on the most reliable equipment they can get!”

� Professional athletes in 3 categories:

Athletes alpine Athletes snowAthletes climbing

www.mammut.com

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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MAMMUT PROTEAM

� “On their expeditions and adventures they are testing the Mammut equipment in toughest conditions and on the highest level. Their experiences are adding to the perfection of our products and give important impulses for further innovations from Mammut.”

www.mammut.com

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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PRINT ADVERTISEMENT

� Focus on target group affine magazines• e.g. „Die Alpen“

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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MAMMUT STORES

� Exclusiveness: You go to Mammut, not Mammut comes to you

� Everything you need for your alpine adventures

� Employees are experts and have the same alpine passion

� Experience alpine already while purchasing

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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MAMMUT STORES - OPENING EVENTS

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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BRAND ESSENCE

Experiencingextreme situations

Alpine passionand know-how

High qualityalpine equipment

Safety and reliability

Be part of thecommunity

Costumer Company

Product Benefit

„Absolute alpine.“

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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REPUTATION ANALYSISHow Mammut is perceived in the market?

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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VIRAL MARKETING

� Marry Woodbrigde (85 years old)

� Wants to climb the everst

� With her dog „daisy“

� Fake or true?

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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VIRAL MARKETING

� Huge impact

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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VIRAL MARKETING

� The enlightenment

� From a viral to a crossmedia

campaign

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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RETAILERS

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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POSTER ADVERTISEMENT

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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PRINT MEDIA

� Also present in the „Entertainment Press“

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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ABSOLUTE ALPINE ?

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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ABSOLUTE ALPINE ?

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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ABSOLUTE ALPINE ?

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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ABSOLUTE ALPINE ?

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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BRAND ESSENCE (how we perceive Mammut)

Costumer

BenefitProduct

Company

„Mainstream“

Trendy and fashion-conscious

Knowhow for a broad target

group

Good quality, outdoor & leisuretime equipment

Status symbolCoolnessCultbrand

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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WHAT DO CUSTOMERS SAY?

� „You can buy Mammuts products almost everywhere! That‘s why for me a brand

dilution is taking place!“

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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GAP ANALYSISHow Mammut wants to be perceived vs How Mammut is perceived

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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GAP ANALYSISM

arke

t Sha

re

Time

Niche Player,Peripheric Brand

TransitionMarket Leader

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMENDATION

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GAP ANALYSIS

� Raising Gap• „How Mammut Communicates“ vs. „How Mammut is perceived“

� Brand Mammut becomes more and more mainstream

� Dilution of Brand Mammut

� Alpinists may loose confidence in Mammut as an authentic alpine brand

� From a Ferrari to a BMW

→ Danger of loosing the absolute alpine customers - Mammut ‘s basis!

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMENDATION

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RECOMMENDATIONWhat are possible approaches to solve this problem?

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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RECOMMENDATION I

� Two brand strategy

� Mammut• Alpinist sortiment / products• Communication for alpinists

� Peripheric brand

� Elefant• Leisure time clothes• Communication for mass market

� Mainstream brand

ELEFANT

MAMMUT

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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RECOMMENDATION IM

arke

t Sha

re

Time

Niche Player,Peripheric Brand

TransitionMarket Leader

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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CRITIQUE

� Elefant is too far away from Mammut• Weak synergies

� Expensive to introduce new brand

� Mainstream customers may not accept Elephant as a brand

� Chinese copy?

� Example Raichle„It was from the beginning our intention to give up Raichle as a brand and stick to a singlebrand strategy. It would have been to expensive to make Raichle successful again.“

Rolf G. Schmid, CEO Mammut Sports Group in Persönlich (Nr.11/2009)

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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RECOMMENDATION II

� Different colour strategy

• Red- Alpinist sortiment / products- Communication for alpinists

• Blue- Leisure time clothes (shirts etc.)

- Communication for mass market

• Yellow- Ski sport

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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RECOMMENDATION IIM

arke

t Sha

re

Time

Niche Player,Peripheric Brand

TransitionMarket Leader

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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CRITIQUE

� Established Mammut brand can be used as a platform (+)

� Synergies between brands (+)

� Mammut (Red) can stay peripheric (+)• Alpinists (hopefully) still accept Mammut as an authentic brand

• Mammut doesn‘t loose their basic customers

� Mammut (Blue, Yellow etc.) can become mainstream (+)• Growth in market shares and turnover

� Some customers may get confused due to various colours (-)• Specific communication measures/channels for different brands important

BRANDMISSION

BRANDESSENCE

REPUTATIONANALYSIS

GAPANALYSIS

RECOMMENDATION

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DISCUSSION

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SOURCES

Print� Persönlich (11/2009), Interview with Rolf G. Schmid� Conzzeta (2010), Annual Report 2009� Casanova, M. (2009), Corporate Brand Management I, Lecture Script

Web� http://www.conzzeta.ch� http://www.mammut.ch� http://basecamp.mammut.ch� http://www.nzz.ch� http://magazin.unic.com� http://www.persoenlich.com/mpg/mpg.cfm?file=mpg189278.mov� http://www.persoenlich.com/news/show_news.cfm?newsid=58496

Movies� http://4-seasons.tv/de/film/mammut-image-film� http://www.youtube.com/watch?v=rAUXHQJkujo