Lighthearted mountain experiences

Lighthearted mountain experiences: A brand-driven innovation strategy for Ortovox

Barnsteiner, Max (TU Delft Industrial Design Engineering)

Calabretta, Giulia (mentor)
Oberdorf, Jos (mentor)
Schneidermeier, Christian (mentor)

Delft University of Technology

Strategic Product Design

2019-07-12

Ortovox, a mountain sports brand, existing for almost 40 years, is undergoing a rapid change. Through substantial growth, the organization has been pushed into a new position. The niche market was given up for a place among the leading brands in the outdoor industry. The new situation results in fundamentally different market requirements and consumer expectations. A long-term vision for the brand and the development of the product portfolio is more critical than ever. It is, therefore, the central question of this thesis if the organization should expand its offer into new categories. 
A variety of strategic design methods, involving various stakeholders and especially consumers in the process, were conducted to analyze the current situation critically. 
Internally, a clear vision of the strategic setup of the product & service portfolio was missing. Directly linked to that is the understanding of the brand, its uniqueness and positioning in the market, which is not distinct. The uncertainty results in a tentative culture, through which important industry trends or the right longterm decisions might be missed out. 
Reviewing the internal perspective of the brand with external stakeholders revealed that there is a discrepancy between intended brand values and the perceived image. Another discovery was that the growth of sales increased the risk of market saturation and overheating. With the product portfolio getting more and more directed at a broad group of consumers, the brand starts to dilute. 
To further grow in revenue and to establish a leading market position in the next 5-10 years, it is crucial to solving the internal and external problems by a strategic approach. The redefinition of the brand was identified as a suitable solution to tackle future orientation from an overarching perspective. 
The revised brand defines the primary brand purpose and brand promise, which is to enable lighthearted mountain experiences. This purpose can be realized through the harmonic conjunction of three, typically opposing elements: Serious functionality, cheerful style and nature. This specific combination is unique in the market and differentiates Ortovox from the competition. The new brand DNA builds the base for an innovation process, that translates the brand promise and core values into products and services. 
Five concepts with the most promising characteristics and the best brand fit are further elaborated. Care is an after-sales concept that revolutionizes consumer services in the outdoor industry. An emergency GPS is increasing consumers‘ safety during mountain sports. Two typical mountaineering products helmet and harness are enhanced by innovative features, which provide real value in the existing market. The range of concepts is completed by the digital Guide concept, which solves several user needs while broadening the brands‘ value proposition towards many touchpoints in the user journey. An analysis of the commercial viability of three of the concepts is intended to be a basis for decision-making.
By combining a brand-driven approach with consumer-focused methods, this thesis provides strategies and concrete products and services that will help Ortovox to stay successful in the changing context of the next years.

Strategy
Brand
Innovation

http://resolver.tudelft.nl/uuid:7ad430b9-4765-443f-a70e-c411da55fa92

Student theses

master thesis

© 2019 Max Barnsteiner