Water is our start point. It is the crucible of Mistral’s origins, the source of all that we think about, the giver of life to our continued existence.
Mistral is not so much a lifestyle but a way of life, represented by thoughts and actions, supported by t he vehicles we create and the manifestations born from it.
• Promotes the sport on one level to the masses, but makes impossible to apply the usual vertical chain
• Factory, to Warehouse, to Importer / Distributor, to Retailer, to Consumer no longer works
• The SUP industy is being negatively affected globablly because of the cheap copies
• European season has been slow to start (due to poor weather)
• Hard board purchases and useage is on the increase (less maintainance and better performance)
• Some iSUP users trading-up to hardboards
• We forsee the SUP market will stabilise in the coming years
• This means we (Mistral) must attack the market with a more aggressive pricing structure
• This must be done without compromising our quality or image
• Consequently we have a new material for our 2019 range that’s more advanced, lighter and stiffer than previously
• The aim is to increase market share with better pricing without compromise on quality
• Buyers still aim and wish to own a Mistral board, we need to help them achieve this
• We have never aimed to be the biggest brand, simply the most desireable and best.
Water Life and Living S ince 1976No claims from Kinetic at all during the years we are working now together.
• Highly innovative, like the Inflatables.
• Mistral was first by introducing the Big SUPs, Fitness’s platforms, our newVortex Air and Slipstream Air
• Our WindSUP® range all thanks to our R&D Team, Ernstfried Prade and Steve West.
• A world class shaper we have in Bro Diplock
• Mistral is a strong financial, reliable and healthy company
• Good customer’s services
• Not discounting their stock
• Investing in Life style, like Tahiti projects.
• Organizing yearly professional Photoshoots etc.
• A professional website for promoting their products with informa blogs from Steve West
• In general Mistral is a strong brand with sexy appeal and class, with a world wide brand awareness
Water Life and Living S ince 1976
Uniqu 4 cambr bord combining drop stic and hoow cambrs
Uniqu 4 cambr bord combining drop stic and hoow cambrs
• In general more retailers thinking in stead of normal distributor thinking.
• Till now MRD is offering and limiting too less water sport related products.
• A change for next year by offering Windsurf and canoe products.
• Thinking till now too much in “old school” distribution, business-model.
• TIME FOR A CHANGE
• Too few Mistral stations; will be changed re introducing Club Mistral (Later more about this subject)
• Distributors are not involved enough in promoting the brand, for instance, hardly involved in social media etc.
• Where are your Team riders, where is your support and investment in marketing, gaining exposure?
• Sorry to say - distributors are in general, waiting and not acting
Water Life and Living S ince 1976Sponsoring events, like Head sponsor of 11 Cities
• Investing in Lifestyle areas, like Tahiti
• Organizing professional shootings, working with top water sport photographers in the world like Tim Mckayne
• Investing in a professional R&D Team with Bro Diplock, Steve West,Prade and others.
• Globally working with Professional companies for the Licensing part in Mistral International
• Increasimg brand awareness
• Sur Pacifico / Argentina, Sprinter/ Spain, Cisalfa / Italy, Woosung / Korea, Mingzhi / China, South Africa.
• Mistral is permanently active to seek for synergies between Licenses
• Distributors in Italy with Prince, Cisalfa, Korea and China with Woosung with Gary in SA
• Investing in new projects like Olympics (later on more by Steve West and Prade)
• Following the daily trends
• Mistral is trendsetter and not a follower
• Re-introducing Club Mistrals, first we opened on Mauritius with Nico Kux,
• More will follow on Hayling Island in UK, SA with Gary and Spain.
SOUTH KOREA
SOUTH KOREA
Are you frequently visiting you clients and you have regular contacts
• Are you active or passive?
• Are you sponsoring schools and events?
• Are you approaching tour operators in your country
• Are you active on Social Media
• Are you advertising and use free PR channels.
• Are you organizing clinics
• Are you ordering our brochures?
• Are you active to grow the SUP community for instance in Racing, Fitness/Yoga/River boards
• Do you have a yearly plan and strategy in general
• You are familiar with customer loyalty programs?
• Are you active in the outdoor scene?
Please answer our questions in writing honestly and fairly within 3 weeks form now on to Maurits.
• The credo is “Survive or Die in Beautyness.”
• Best is as less as channels in between, like IKEA and Zara for instance.
• They are in their categories the Winners
• Outside is a war going on, better more competitive pricing is necessarily.
• Retailers and distributors are less motivated
• Financially not healthy enough to store products in their warehouses and shops.
• Seasons are shorter and shorter for active sales.
• Distributors are already selling directly to their end-users, in general more then 50 percent
• E-commerce sales are the winners especially for inflatables.
• Hyper stores and food stores are our main competitors.
Water Life and Living S ince 1976
Countries will be awarded with a 10% commission ex VAT on retail pricing.
• MRD and Distributor will drop together their margin for being more price aggressive.
• Better pricing at the end will increase the volume of sales.
• Distributor will at the end wok with a margin of 40 plus, including margin of dealer
• Distributor can be flexible to chose margin for dealers.
• MRD will be going down in end user pricing, especially for entry level boards
• In general with €200,00 - start at €649 for inflatable boards and hardboards for €749,00
• Our bid for New Olympic Mistral Windsurf board
• Distributors can earn extra margin by following our MRD concept
• Achieved by taking a representative Range of our Products in all categories
• SUP inflatable and Hard boards, Canoe/Kayak and Windsurf boards plus rigs.
• Tahiti Project like sponsoring Holopuni Races for year 2018 and 2019
• Brochures launched by end of October next
• Relaunch Club Mistral and Mistral stations from year 2018
• Daily footages and info on Social Media
Close of AH’s presentation
Water Life and Living S ince 1976