Kookaburra Sports Product Management
Background
Kookaburra were looking to define their new bat range for 2008, and invited BluSky Marketing to provide a fresh perspective on the potential range definition.
The Brief
Review the existing range design and structure, and provide an initial approach on how the range could be structured going forward.
Objectives
Improve the clarity or differentiation between the sub ranges within the Kookaburra product portfolio, to ensure that all customer segments were covered (e.g. traditional to contemporary).
The Results
BluSky Marketing contributed new thinking to the new 2008 range definition, which focused on the bat range but flowed through to all the cricket equipment in the UK market. The new range has already been sold into the trade and extremely well received.
“Chris Larsen and BluSky Marketing provided some grounded advice and an excellent basis from which we developed a very exciting range, which is already selling ahead of initial targets”. Brett Elliot, Managing Director, Kookaburra Sports