madshus the cross country company since 1906 poles 2011
TRANSCRIPT
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
POLES 2011
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Jon Fewster
POLES 2011
Category Manager, Poles
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
POLES 2011
1. Product Development Strategy2. Product Highlights– Champion Series– Touring– Junior & Kids
3. Summary
Agenda
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES
Product Development Strategy
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
5POLES 2011
Product Development Strategy
• Introduce new models and graphics to better compete
• New top racing pole – Need presentation on World Cup– Pole needs to superior performance and
distinctive appearance• New Strap technology• Add value on price-point models• New entry-level model
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
6Poles 2011
Technology
Carbon Composites:• Higher modulus on NCR100UHM– Stiffer and lighter
• Engineer entry-level model to be more competitive
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
7Poles 2011
Technology
• New Strap Design– Performance requests• Softer• Easier entry and exit• Easier adjustment
– Opportunities• Patent expired – new design
opportunities• New construction techniques• New materials• Lighter weight
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
8Poles 2011
Technology
• New Strap Design– Extended palm coverage
• 3D shape holds better on the hand
• Strap can be softer
– Move size adjustment from thumb area to back of hand• Easier to adjust• More comfortable!• Can adjust angle for better
hold
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
9Poles 2011
Technology
• New Strap Design– 3D Thermomoldable Shape
• Only strap with this much molding
• Can be thermomolded for a custom fit
– SuperGrip material on palm• Silicone printing• Hand doesn’t slip when poling• Larger area than old design
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Technology
• New Strap Design– Neoprene comfort tab
• At webbing attachment• Makes strap more comfortable• Helps prevent pinching
– Stitch-and-Turn seam on Contour Champion Strap• Less material• Thinner, better pressure
distribution• More comfortable• Higher quality than competitor
straps
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Technology
• New Strap Design– New graphics
• Large “MADSHUS” on strap• New details on lateral side• Icons:
– 3D Thermomoldable– SuperGrip
– Contour Champion Strap• Specific to NCR100UHM pole• Black/White/Red• Only strap with stitch-and-turn seam at wrist
– Contour Race Strap• On other poles• Black/Red
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Technology
• New Baskets– UHM Basket• Large area against the snow• Aerodynamic – does not catch
the wind• Proven shape doesn’t hold
snow• Deep shaft insertion + Nano
tip reduces weight• 10mm diameter
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Technology
• New Baskets– Powder Basket• For soft snow• Very large area against
the snow• Aerodynamic shape• Deep shaft insertion +
Nano tip reduces weight• 10mm diameter• Sold as an accessory
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES 2011
Product Highlights
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Product Line 2011Champion Series Race Performance Series Touring Junior / Kid Series Components
Price level
NCR 100UHM
NCR
100UHM KIT
Champion Strap
UHM Shaft
CR 100HS
UHM Basket - 10mm
CR 70
NCR JR Powder Basket - 10mm
CR 40
CT 60
Carryover from C10 CT JR
CT 20
New graphic or parts
New Model Superkid
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Product Line 2011
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES 2011
Champion Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Ultra-high modulus carbon– 5% Stiffer– Lighter: 58 g/m! Including graphics!– Total weight is 10-15g less than C10!
• New Contour Champion Strap• Race Handle (Straight)
– Lower weight– Stiffer
• New UHM Basket (10mm)• New Graphics
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NCR 100UHM
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011 19
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• 100% High Strength Carbon Shaft• New Contour Race Strap• Race Handle• Large Aero Basket (9mm)• New Graphics
CR 100HS
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011 20
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• 70% Carbon Composite Shaft• New Contour Race Strap• Race Handle• 9mm Soft Snow Basket• New Graphics
CR 70
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011 21
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• 40% Carbon Composite Shaft• New Contour Race Strap• Race Handle• 9mm Soft Snow Basket• New Graphics
CR 40
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES 2011
Touring
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011 23
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Carbon composite shaft• Biathlon Strap• Race Handle• 10mm Soft Snow Basket• New Graphics– Black shaft– Gunmetal pattern– Silver chrome lettering
CT 60
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011 24
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• New Entry-level pole.• Carbon composite shaft• Biathlon strap• Race Handle• 10mm Soft Snow Basket• New Graphics
– Black shaft– Gunmetal pattern– White lettering
CT 20
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES 2011
Junior & Kids
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011 26
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Takedown of adult NCR 100 UHM• 40% Carbon Composite Shaft• New Contour Race Strap• Race Handle• Large Aero Basket (9mm)• New Graphics
NCR JR
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011 27
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Touring Pole• Composite shaft• Biathlon strap• Race Handle• 10mm Soft Snow Basket• New Graphics
– Black shaft– White lettering
CT JR
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011 28
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Kids pole• Carryover from C10
SuperKid
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES
Summary
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Product Line 2011Champion Series Race Performance Series Touring Junior / Kid Series Components
Price level
NCR 100UHM
NCR
100UHM KIT
Champion Strap
UHM Shaft
CR 100HS
UHM Basket - 10mm
CR 70
NCR JR Powder Basket - 10mm
CR 40
CT 60
Carryover from C10 CT JR
CT 20
New graphic or parts
New Model Superkid
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Summary 2011
• New NCR100UHM– Stiffer– Lighter– Distinctive Look
• New Strap– 3D Molded & Moldable– Softer– Easier entry/exit– Easier to adjust
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Summary 2011
• New Graphics & Strap for Race Poles• New Touring Poles– Upgraded handle
• New Junior • New 10mm baskets
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
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Poles 2011
Product Line 2011