AIRNESS

SCHEME OF THE SLIDESHOWBackground Audience Competition Values Brand Identity Quality of the product Objectives Strategy Event Timeline Conclusion

BACKGROUND - HISTORY

• Founded in 1999 by Malamine Koné

• First OEM for  French Professional Football  League and  the first French sports brand

• In 2004, AIRNESS  signs  its first contract  to be the  supplier of Rennes Football Club

• In 2005 and  after only  five  years it is the supplier of  the  FC Nantes,  Valenciennes  FC, LOSC, AJA  Auxerre, Boavista  in Portugal, Genk in Belgium or Fulham in England

• In 2009, Airness is the partner of 13 Professional Football teams

BACKGROUND - HISTORY• It is with  the originality  and quality  of its products  that  the

AIRNESS brand  will  become known by the public  very quickly and seduce the biggest names in Football such as: Djibril Cissé, Jean-Pierre Papin, Daniel Van Buyten, Didier Drogba, Sylvain Wiltord, Guy Roux…

• With  the meteoric rise of  the brand, AIRNESS has  the ambition to equip football clubs in France and Europe 

• In 2004, 7 African international selections:  Benin, Burkina Faso,The Republic of Congo, The D.R. of Congo, Gabon, Guinea and Mali

Core Target:

Football

Players/Less

than 30

Middle

Target:

People

enjoying

sports and

Extended

Target:

All sports

players and

Fans

TARGET AUDIENCE

COMPETITORS• Le Coq sportif

  Le Coq Sportif is a French company for sport equipements. The name and the logo- national symbol of France. Shonsorship with football clubs: Seffilde United, Wolverhampton Wanderers, Carliste United, Queens Park Rangers etc. The official sponsor of Tour de France for 2012.

• Adidas Adidas AG is a German sports company created in 1948. The second largest sportswear manufacturer after Nike. Supplying kits for international football teams: Germany, Spain, Argentina Adidas was sponsoring the national French football team for 37 years. Imposing a city wear culture through various collections.    

COMPETITORSWorld's leading supplier of sport equipement, based in the United States. Owns companies such as Umbro and Converse and Air Jordan.  Nike sponsors football teams such as the national teams of India, recently France, Brazil. Sponsoring not only football teams but also tennis , golf and basketball players. The official French football team sponsor for 2012. Umbro is an english sportswear and football equipment supplier based in Manchester. Part of Nike. Umbro is currently the official sports manufacturer of the English FA club and the national team of England.   German company that produces athletic shoes and other sportswear. SUpporting famous football player such as Pelé, Maradona, Didier Deschamps. Partnership with Ferrari, Ducati and BMW to produce sports shoes. Puma is the sponsor of a number of teams such as Tottenham Hotspur and Newcastle United. Sponsoring 12 African football teams. Supporting humanity causes in the region. World presence.

VALUESValue per unit Men collection Trousers - £45 Sweater - £45 Women collection Top - £18 Youngsters collection Sweater and gym trousers - £40 Shoes Men shoes - £60 Accessories Winter hat - £30

BRAND IDENTITY• The brand has succeeded where a lot have failed. • In less than 10 years it became France’s n°1 sports brand

(OEM).

Malamine K

oné

POSITIONING• To be where nobody expect you to be « the panther on the

lookout »  • The brand aspires to be on the same level than the other

famous sports brand like Nike, Adidas, … • The brand wants to be the closest providers to sports man and

rely on their capacities to show off their products.

QUALITY OF THE PRODUCT• Uniqueness and novelty   Originality and quality - recommended by the professionals who wear the clothes during their sport activities.

OBJECTIVES• Exporting the brand to the UK

• Adapt the brand to the UK market (which is a highly competitive market due to the settling to the competitors)

STRATEGY• Break out in the UK market with a strong social media

presence (Facebook, Twitter, Augmented reality, gaming App, Foursquare)

• Website translation • a strong partnership with renowned footballers • England: Dany Welbeck • Scotland: Kenny Miller • Wales: Robert Earnshaw

• Creation of the UK AIRNESS tournament between Scotland, England and Wales (Under 21) – winning team will be able to chose a football club that will be fully provided with training equipment from the brand

STRATEGYThe UK AIRNESS Tournament:

Undercovered by a charity event for Sport Relief, the UK AIRNESS Tournament officially named as "Sport Relief Airness Tournament" will see the U21 National Football Teams of England, Scotland and Wales compete for this charity.

Of course all the equipment provided for this particular event except the uniforms of the teams will be Airness branded. Captains will of course wear a Airness sport relief branded armband

We will call for help Wembley stadium authorities and the Football Associations of England, Scotland and Wales

Previously to the game football schools will be chosen by a machine in each one of the countries participating, the country that will win will see its chosen school being fully equiped by Airness

This strategy will notify UK citizens and especially our target about the high level of CSR and Involvement of the company within the community

STRATEGY• Partnership with different sports shops (retailers)

• Sport Direct • JJB sport • Decathlon

EVENT TIMELINE

CONCLUSIONOn short term : breaking through the market in order to be able to set permanently in the country and to sell enough to justify our "brand exportation strategy"

On middle term: develop our own network of shops in Britain's main cities

On long term: Being able to develop partnership with top Premier League Football Teams in the UK

AIRNESS