polaris i.d. brand strategy

In 1954, Polaris Industries was founded by makers. 60 years later, the internal Polaris culture still embraces the making

spirit.

POLARIS i.d. is a design driven brand that connects power

sports customizers off of their bikes with Polaris, through offering

limited edition apparel & accessories, holding special events and

sharing in their unique creations around the world.

Melissa Breitenfeldt Brand Strategy / CCA / DMBA / 2014

CURRENT PG & A OFFERING

Vehicle Specific

Basic & Inconsistent

Aesthetics

Limited in Design Variation

Due to Inventory Concerns


COMPETITIVE SPACE


COMPETITIVE SPACE

Differentiation from OEM Competitors: • Connect with their customers off of their bikes

• ORV lifestyle brands are just being developed

• First of the major OEMs with ORV lifestyle brand

• First of OEMs to have a non-product lifestyle brand (ie. HD)

Differentiation from New Competitors: • Large existing audience, presence, and reputation in the power sports

industry

• Larger budget and experience in launching products

• Existing infrastructure within the KLIM and internal Polaris org.

• More experience in product development than lifestyle brand start ups


INTERNAL STRUCTURE

CUSTOME

R

CHANNEL

PG & A

AS - IS

ONLINE

Customer Pre-orders

DEALERS

Stocking orders

CUSTOMIZER


DEVELOPMENT AND GROWTH

Product Development:

• Concept / Design: Polaris internal i.d. team manages

• Apparel – KLIM development

• Custom Parts - Current vendors

Partners:

• Event Management firms

• Small – custom vendor shops to make hand made limited runs

• Internal IT and Marketing according to brand fit

Organic Growth Strategy:

• Start small with one product line and slowly expand

• Limited test runs use revenue to expand

• Preorders only / funds itself

• No inventory: ability to price according to desirability and desired profit

margins

WHY? – STRATEGIC ALIGNMENT

Aligns with Polaris’ vision of enriching customers’ lives

and building customer loyalty

2014 Polaris Industries Inc.

GARAGE DESIGNER

FABRICATOR

NEED FOR SPEED

• Makers

• Connect with those who share their

interests off of their bikes

• Desire more aesthetically appealing

products that signal their lifestyle

CUSTOMER PERSONAS

FABRICATOR

http://media-cache-ak0.pinimg.com/736x/77/e9/e6/77e9e6c3d70aee554ed189c38720a601.jpg

FABRICATOR

ON THE BIKE: Lives to ride his one and only customized bike. OFF THE BIKE: Buys old vehicles, refurbishes them. Likes to interact with fellow builders Shows custom vehicles at events IN THE GARAGE: Modifies everything. Buys accessory parts for the things that he can’t make. STYLE: Jeans, heavy duty boots, and his favorite bike tee.

GARAGE DESIGNER


ON THE BIKE: Rides but it isn’t his only passion. OFF THE BIKE: Goes to and participates in art events Watches How to videos on web to learn new tricks of the trade. IN THE GARAGE: Likes to upgrade and personalize to his individual tastes. Buys custom graphics online to up fit his bike. STYLE: Modern Aesthetic Wears on and off the bike.

GARAGE DESIGNER

NEED FOR SPEED


NEED FOR SPEED

ON THE BIKE: Loves to ride anything fast. OFF THE BIKE: Appreciates the history speed. Attends muscle car shows and races. IN THE GARAGE: Doesn’t like buying new. Enjoys bringing new life to old vehicles. STYLE: Vintage heart and soul aesthetic.

C R E A T O R Brings a fresh and unique perspective of the power sports industry

STORYTELLER Connects people to the riding experience

R E B E L Provides an open minded & experimental environment

MOOD & ATTRIBUTES

craftsmanship

Hands on

community

Daring

Nostalgic style

Progressive attitude

COLOR / FEEL

retro red, black chrome, matte metallic, smoky grays, mixed with gritty textures

GRAPHIC STYLE CUES

Refined and detailed line work

Hand crafted and sketch elements

Reminiscent of vintage components

with a modern twist

BRAND OFFERING Driven by these customer personas identified, i.d. will offer limited edition products,

hold and be present at events, and create new pieces of media telling the stories

behind the customers’ creations.

LIMITED EDITION APPAREL

LIMITED EDITION PRINTS

CUSTOM GRAPHIC WRAPS & KITS

LIMITED PARTS & ACCESSORIES

BIKE BUILDS

STORIES

& HOW TO’s

ART & MUSIC

EVENTS

BRAND ACTIVITIES

THANK YOU

https://www.behance.net/gallery/New-York-Bikers/2948901