Rip Curl: How Product Versus Target Diversification Helps an Authentic (Re)Positioning

Rip Curl was created in 1969. The first idea was to produce equipment for surfers by surfers in order to be able to surf the waves as often as possible. The company began by developing surfboards and wetsuits and gradually moved on to surf wear. This authentic positioning has always worked well on the target of surfers. The brand developed a lot in the 1980s to 2000s because there was a strong demand for surf wear textiles all over the world. However, from 2008 onward, the situation was reversed, and sales figures dropped sharply. How can this company bounce back after such an ascent and then such a fall?

- To explain the reasons for Rip Curl's success and then to understand how the company decided to respond to the market after the economic fall of 2008. Rip Curl's answer was to go back to his origins of offering an authentic surfing experience.
- To reflect on Rip Curl's marketing strategy, target, positioning, and marketing mix, from its products to its communications (key success factors and co-branding).
- To deepen the concept of brand personality (Aaker, 1997) but also the concept of authenticity, which is particularly important for sports brands (Appendix 7 of the case study statement).
- To develop the repositioning of a brand and the return to its roots. Finally, this case presents the opportunity to discuss the concept of co-branding.

Brand strategy - Sports marketing - Surf brand - Authenticity - Brand personality

Business schools and - Universities - Executive education programs

clothing and accessories manufacturing

PPT : debriefing ( 43 slides)

Année de la problématique : 2018

Livraison : Livraison par lien de téléchargement

Nombre de pages : 28 avec 9 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 92 - Activités récréatives, culturelles et sportives