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Get Britain moving

Brandsrud, Ola F.; Solum, Maria; Ingvaldsen, Marte; Zieba, Sandra; Wold, Charlotte; Fløttum, Jonas S.
Bachelor thesis
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URI
http://hdl.handle.net/11250/94650
Date
2013-08-20
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Abstract
This

report

is

a

result

of

a

cooperation

with

Helly

Hansen

UK.

Helly

Hansen

is

a

Norwegian

company,

and

one

of

the

worlds

leading

brands

within

exercise

and

leisure

apparel.

The

brand

is

well

known

in

several

countries,

but

not

as

much

in

the

UK.

The

aim

of

this

report

has

been

to

explore

options

for

a

promotion

strategy

that

reaches

a

target

group

which

is

struggling

to

be

active,

in

order

to

create

awareness

around

the

Helly

Hansen

brand.

The

report

has

analysed

the

sports

apparel

industry

and

its

most

important

players.

Nike,

Adidas

and

Puma

are

Helly

Hansen’s

biggest

competitors.

These

players

all

use

different

promotion

strategies

that

are

outlined

in

the

report.

Marketing

communication

strategies

through

social

media

and

traditional

media

is

also

discussed,

in

addition

to

promotion

strategies

through

events

and

sponsorships.

Secondary

research

together

with

Delphi

Interviews

and

questionnaires

has

been

conducted

in

order

to

gain

a

deeper

understanding

into

the

physical

activity

habits

in

the

UK,

as

well

as

information

about

appropriate

promotion

strategies.

The

findings

revealed

exercise-­‐

and

physical

activity

patterns

among

the

population

in

the

UK,

and

several

motivations

and

barriers

were

discovered.

The

results

from

secondary

and

primary

research

made

the

base

for

a

synthesis

and

evaluation

of

two

appropriate

promotion

strategies

for

Helly

Hansen.

The

first

alternative

for

a

suitable

promotion

strategy

was

for

Helly

Hansen

to

host

their

own

event.

The

second

alternative

was

a

sponsorship

of

an

event

promoting

physical

activity.

Based

on

the

secondary

research,

expert

interviews,

questionnaires

and

further

analyses,

the

promotion

strategy

that

has

been

recommended

for

Helly

Hansen

is

to

become

the

headline

sponsor

of

the

‘Cliffhanger’

event.
Description
Bacheloroppgave i Internasjonal Markedsføring fra Leeds Beckett University i England, 2013

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