Dossier sur le groupe Quiksilver (document en anglais)

Introduction:

Quiksilver, leader in Boardsports stuff is a major events creator.

One wonders then how can we publicize worldwide mark throughout an event?

I chose to focus on an event that calls "quik pro France" because it is one of the most well known competiton of Surf worldwide.

In a first time I'll introduce the company to understand its position on the market , in a second I am going to analyse its communication strategy.

Then I am going to develop the event, by seeing how the organization is an important part in such a project, .

And finally we will see how the firm uses its best tool : Sponsorship.

I. Company History

Quiksilver is a brand founded in 1969 by two Australian surfers (Alan Green and John Law), who invented the first board short for surfing.

At the begining the firm was specialised in "surfwear" sector (market of skiing).

At that time the market was not so big because Surf remained a sport practised by a minority of people.

Through the development of the sport Quiksilver became bigger and bigger.

Thus the Australian brand has seen impressive growth and became the leader on the market of the surfwear.

Today, the brand is known worldwide and has a presence on all continents.

Quiksilver also extends to the Outdoor (clothing and equipment) market and is almost the world leader on this market.

Quiksilver has then expanded its target by the creation of new brands :

Quiksilver, Roxy, Hawk, DC Shoes, Gnu, Lib Technologies, Moskva, V.S.T.R. and Gotcha.

European headquarters: Saint Jean de Luz and Voiron (France)

The group is present in the USA, Australia, Asia, Islands of the Pacific ocean and Europe.

The distribution network of Quiksilver spans on more than 90 countries.

Quiksilver, which literally means 'bright money', actually means "mercury." Moreover, this company is the most prolific in the middle of surfing.

The logo represents a wave covering a mountain, these two symbols represent the sports of slips.

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