Get Britain moving
Brandsrud, Ola F.; Solum, Maria; Ingvaldsen, Marte; Zieba, Sandra; Wold, Charlotte; Fløttum, Jonas S.
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