Crunch B4B Case Study

etonic case study
“
I think that Etonic would have received lower acquisition bids if we had not hired
Crunch. Crunch’s re-branding work identified Etonic’s strong points and
presented Etonic as a large, established, and international brand, which was what
the buyer group was looking for.”
– Tom Seeman, Etonic CEO
CRUNCH BRAND COMMUNICATIONS
ETONIC CASE STUDY
etonic Case Study
Overview
Etonic was a former category leader in both golf and running shoes in the 1970s and 1980s. By 2003, the
brand had been neglected for years by its owner, Spalding, and was losing millions of dollars. In the same
year, a group of private investors purchased the company and brought on Crunch to help transform Etonic
into a four-sport company with international appeal.
MARKETING OBJECTIVES
> Reintroduce a brand sand-trapped by lack of marketing investment over more than five years
> D
ifferentiate and communicate the brand in a way that resonates with the target audiences,
both old and new
> C
reate a multi-sport platform reaching four different sporting goods sub-categories: golfing, running,
walking and bowling
> Leverage Internet due to lean resources and to better connect with a highly sought younger audience
WHAT WE DID
Crunch’s Branding for Buyout℠ Process
Brand Platform:
Immersion:
Etonic relentlessly explores new footwear
technologies to help athletes improve their game.
> Reviewed existing primary and secondary data
> Developed a competitive analysis
Tagline:
> C
onducted qualitative research that included
one-on-one interviews with senior management,
marketing staff, sales force, retailers and
distributors
Etonic. First One There.
> C
ompleted in-depth consumer insight work
via interviews with golf enthusiasts and
participants, in-store visits, and on-course
observational research
> P
resented executive report of immersion
findings to senior management
Integrated Brand Campaign:
> Regain lost voice in the marketplace and
communicate “First One There” repositioning
> L
everage targeted, external communications
channels including interactive, DM, print and
event marketing
aunch grassroots effort with emerging athletes
> L
and colleges
Findings and Insights:
RESULTS
> L
ack of consumer awareness and/or interest,
especially among younger audiences
> F
rom a loss in 2002, the brand’s sales and profits
both increased on a yearly basis from 2003 to 2006
> D
ifficult for consumers to find Etonic shoes
due to retail location issues
> M
oved into #4 golfing market-share position in
2006 behind FootJoy, Nike and Adidas
imited marketing resources compared to
> L
competitors such as Nike, Adidas and FootJoy
> Launched successful 2006 marketing campaign
for high-performance running-shoe line
> L
ack of marketing and/or in-store visibility
> Sold in late 2006 for an undisclosed amount to
Lotto Sport Italia. Sale price was a high multiple
of the initial 2003 purchase price
> E
tonic still commanded consumer respect for
product appeal and innovation
CRUNCH BRAND COMMUNICATIONS
ETONIC CASE STUDY
brand identity
CRUNCH BRAND COMMUNICATIONS
ETONIC CASE STUDY
website
CRUNCH BRAND COMMUNICATIONS
ETONIC CASE STUDY
CLUTTERBUSTER
CRUNCH BRAND COMMUNICATIONS
ETONIC CASE STUDY
collateral
2008-2009 footwear collection
-1919
Y O U R
G A M E
2
ETONIC 2008-2009 | POWER UP TECHNOLOGY
3
ETONIC 2008-2009 | POWER UP TECHNOLOGY
It all starts with
THE POwERPLAY™ OUTsOLE
sYsTEM
Inside-Out
spike
Placement
Dynamic
Reaction
Plate™
Inside-Out
spike
Placement
PowerPod™
Powerspike™
PowerPlay™
Flex
Zone
stabilizer
Heel
Technology™
Dynamic
Reaction
Plate™
Powerspike™
PowerPlay™
Flex
Zone
PowerPod™
stabilizer
Heel
Technology™
8
ETONIC 2008-2009 | MEN’S COLLECTION
sOF-TECH CAsUAL
ETONIC 2008-2009 | MEN’S COLLECTION
9
sFT30-14
MsRP: $120.00
UPPeR
> premium full-grain waterproof leather uppers
Color: White/fudgesickle/black
sizes:
55 6 65 7 75 8 85 9 95
MeDIUM
> hydroGuard® waterproof membrane
WIDe
> two-year limited waterproof warranty
eXTRa-WIDe
10
105
11 115
12
13 14
• • • • • •
•
•
•
•
•
• •
• • • • • •
•
•
•
•
•
• •
• • • •
•
•
•
•
•
•
> D-ring lacing system for improved comfort
and fit
In-sHoe
> Butter-soft linings deliver lightweight comfort
> removable pU insole for resilient cushioning
> suede-tech microfibre sock liner for cool,
dry comfort
> shocksorb™ insole Bed for premier
cushioning
sFT30-6
MsRP: $120.00
Color: black/fudgesickle
sizes:
55 6 65 7
MeDIUM
WIDe
> new sof-tech last
75 8 85 9 95
10
105
11 115
12
13 14
• • • • • •
•
•
•
•
•
• •
• • • • • •
•
•
•
•
•
• •
oUTsole
> powerplay™ outsole system
> injected eVa midsole for lightweight comfort
and cushioning
> fast twist™ 9 cleat insert system
> powerspike™ cleat by softspikes®
Inside-Out
spike
Placement
Powerspike™
PowerPlay™
Flex
Zone
PowerPod™
Dynamic
Reaction
Plate™
stabilizer
Heel
Technology™
POwERPLAY™ OUTsOLE sYsTEM
CRUNCH BRAND COMMUNICATIONS
James Driscoll
PGA Tour Professional
ETONIC CASE STUDY
tradeshow graphics
CRUNCH BRAND COMMUNICATIONS
ETONIC CASE STUDY
shoebox, label and hangtag
2
two-year limited
waterproof warranty
T E C H N O L O G Y
premium full-grain
waterproof leather uppers
In ut leo nec nisl posuere tincidunt.
Proin tempus facilisis velit.
Praesent ligula.
4 Inside-Out Spike Placement
4 PowerSpike™
4 PowerPod™
4 PowerPlay Flex Zone™
4 Dynamic Reaction Plate™
glove leather lining
for comfort
fast-twist™ spikes
by softspike®
HANGTAG–FRONT
4 Stabilizer Heel Technology™
STABILIZER
MEN’S STYLE
“In-Side Out”
Spike
Placement
STB10-2
PowerSpike™
PowerPlay™
Flex
Zone
PowerPod™
Dynamic
Reaction
Plate™
Stabilizer
Heel
Technology™
HANGTAG–BACK
CRUNCH BRAND COMMUNICATIONS
ETONIC CASE STUDY
glove packaging
S KI N
2
G O L F TO T H E 2 ND P OWE R
GLOVE PACKAGING
CRUNCH BRAND COMMUNICATIONS
ETONIC CASE STUDY
One Thompson Square, Suite 503
Boston, MA 02129
Five River Road, Suite 226
Wilton, CT 06897
CONTACT
Ted Schlueter
tschlueter@crunchbc.com
617-241-2240
+ brandingforbuyout.com
+ crunchbc.com