SWOT Analysis of Ellesse with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Apparel and Accessories
Lifestyle and Retail
The sport of life
Complete Tennis wear brand
Sportspersons mostly engaged in tennis sport
Men, Women and teens from the urban upper class
A premium tennis wear brand
1. The brand has strong brand presence in over 20 countries through various MBO’s with sports retailers. 2. The brand is synonymous with the sport of tennis for than half a century giving it a unique place in the sportswear segment. 3. The Circolo Ellesse campaign for the sporting elite has been a success. 4. Ellesse depicts product connect stories of various famous tennis players like Boris Baker, Goran Ivanisevic which gives a wide emotional connect to their proposition.
5.The brand lays special emphasis on new product development and diversified into various sportswear like skiwear.
6.The brand runs various model hunt competitions and ad campaigns which view a story around the sport and the brand heritage which have been very effective.
1. Though the brand has diversified into various other product categories it has to depend on tennis-wear for most of its revenues. 2. The brand has not been able to expand its network effectively outside the European markets. 3. The brand does not have its own concept of flagship stores which kills the exclusivity of the brand.
1. The brand can start its own chain of exclusive stores in emerging markets like Asia where there is a huge market potential with the positive growth of tennis. 2. The brand can also start its own online store with shipping available across to improve visibility. 3.The brand can also auction sports memorabilia and use the proceeds for charity work under CSR programs.
1. The brand faces high fragmentation in the sports retail industry where there is low brand loyalty and high bargaining power of buyers. 2. The recent crisis in the European markets can affect the revenues of the brand which draws most of its revenues from there. 3. The brand also faces the threat of counterfeit products in its basic merchandise which can affect brand equity.
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