Get Britain moving

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.