Bliz Workbook
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BLIZ WORKBOOK 2015/2016 SUCCESS FACTORS 6 CORE VALUES 7 BLIZ IDENTITY 8 BLIZ POSITIONING 9 FORCE 12-13 RAPID 14-15 TRACKER OZON 16-17 TRACKER 18-19 TEMPO 20-21 TEMPO SMALLFACE 22-23 VELO XT 24-25 VELO XT SMALLFACE 26-27 VELOCITY XT 28-29 THE IMPORTANCE OF SPORTS GLASSES 30-31 PURSUIT XT 32-33 PACE 34-35 MOTION/MOTION+ 36-37 RIDER/SPEED 38-39 PROFLIP XT 40-41 PROFLIP XT SMALLFACE 42-43 RUSH 44-45 PROFLIP/PROFLIP SMALLFACE 46-47 PROFLIP OTG/PROFLIP KIDS 48-49 SNOW VISOR 50 SWEDISH DESIGN, CE & ENVIRONMENT 51 CARVER/CARVER SMALLFACE/CARVER JR 54-59 EDGE/EDGE JR 60-63 PARK PRO 64-65 POWDER 66-67 SNOWPARK 68-69 SNOWPLAY 70-71 HEAD COVER 74-75 DEFENDER 76-77 BLIZ LENS TECHNOLOGY 78-87 SPONSORSHIP 88-99 REFERENCE GUIDE 100-155 RETAIL DISPLAYS 156-157 MERCHANDISE (layers & tools) 158-159 ADS & POSTERS 160-161 BLIZ WORLD WIDE 162-163 The alarm clock goes off. I glance across the pillow towards the nightstand, where the digital clock says it’s 06.00. I lie still and think, as the clock continues to sound. I remember that today is an important day. There’s a lot to do, both at home and at work. I switch off the alarm and stretch. My body feels alive and strong. Rested and ready for the challenges of the day. The sun is shining between the slats in the blinds. Joy fills my body. It is morning, and time to go for my ride. I sit up quickly on the edge of the bed, and start putting on my training gear. As I attach my shoes to the pedals, I feel an incredible sense of excitement. I feel charged. As I make my way through the kitchen, my eyes are automatical- ly drawn to the eyewear resting on the hallstand. As I pick them up, they glint as they catch the morning sun. I slowly put on the eye-wear. What a feeling! As I step out the door, I am greeted by the heat of the morning sun. The eyewear soften the light and the trees, which are almost impossibly clearly outlined, look amazingly green. I breathe in deeply. The air is fresh and soft. The morning dew hasn’t yet lifted, and I am once again reminded that this is what I love. I start the clock and set out. My legs feel light and easy through the full range of movement. I padle round the last bendy curve and glance at my pedals. The clock has stopped at 1.42.38 – a new personal best, again. I am filled with a sense of pleasure, and still feel strong. I have lots of energy left. What a great start to the day! SUCCESS FACTORS CORE VALUES BLIZ Active was launched in autumn 2007, and has grown strongly since then, gaining major market share, BLIZ Active’s core values are based on the products most important and most distinctive characteristics, and particularly in Sweden and Norway. In a very short time, the BLIZ Active brand has made a name for itself, and form the basis of the entire communication platform. is very highly rated among both fitness enthusiasts and top-flight athletes in a range of sports. Bliz Active is a positively loaded brand, and is firmly linked to an active lifestyle involving exercise and sport. Bliz Active’s success in the eyewear market is primarily due to: DESIGN Swedish design which is at the cutting edge in function, technology and appearance. Carefully developed, THE PRODUCTS quality-assured products which meet the necessary standards and requirements. Bliz Active’s product portfolio is broad, with eyewear to suit many sports and faces. The quality of the product is excellent, and they offer a unique and unbeatable blend of properties, including functionality, flexibility and value for the consumer. FLEXIBILITY High technical and functional level. The product’s functionality and the accessories available combine to pro- vide unbeatable versatility and flexibility. SPONSORSHIP The Bliz Active brand has succeeded in building excellent brand awareness through smart sponsorship agre- ements with top-flight athletes in a range of sports. The sponsorship in cross-country skiing in particular has VALUE Bliz Active’s advantageous pricing, along with the flexibility of the products and the accessories which are gained the Bliz Active brand respect and popularity. The collaboration with a number of national skiing teams included in the price or can be purchased separately, provide unbeatable value for consumers. has not only made the brand known, but also created valuable credibility which strengthens the brand’s identity. AVAILABILITY The very high demand for Bliz Active products have been met through a broad and strong distribution of pro- ducts through several leading store chains. Availability and the width of the range have been crucial factors in the brand’s success. VALUE/BENEFIT Bliz Active’s fantastic products, along with the functional flexibility provided by the range of accessories, are unique. The strength of the brand and the products has enabled Bliz Active to take substantial market shares at the expense of competing brands in the same price class. IDENTITY POSITIONING The brand identity is one of the elements which determine the consumer’s perception of the BLIZ brand. This To achieve a strong market position as the foremost sports eyewear brand, we must ensure that we are top is where we create our image. The identity is the soul of the BLIZ brand, and it will be difficult to alter once we of mind. This means that Bliz Active will be first in consumer awareness, giving our products a fair chance of have established it with the target group. The purpose of everything we do and communicate is to create loy- being considered before a purchase. To achieve a top-of-mind position, we must first establish our core values alty within the target group. A brand identity is complex and works at several different levels. The core values so firmly that the brand’s identity is plain and crystal-clear. Let’s return to our identity, ”The best brand of fun- are at the heart of the identity, and these make up the absolute soul or essence of the brand. ctional eyewear for active people who appreciate design, flexibility and value”, which is the soul of our brand. The aim of all our communication and brand-building efforts is to create a relationship with and loyalty to the Achieving this requires more than just emphasising the technical benefits. We must also tap into consumer brand within the target group. We want the BLIZ Active identity to be: awareness at an emotional plane! To achieve a top-of-mind position in consumer awareness, all our commu- nication must be effective at two levels – the functional plane and the emotional plane. We want to achieve a position which sums up our identity in a simple, brief and punchy way. We want to position Bliz Active in the -The best brand of functional eyewear for active people who consumers’ awareness as: appreciate design, flexibility and value- - Active Eyewear For Active People- VALUE Bliz Active should be the best and most cost-effective sports eyewear available when you do what you love The position as ”Active Eyewear for Active People” reflects the common theme of the whole brand platform, most - exercise and take part in sports activities. Bliz Active eyewear and accessories give you the freedom to and is an effective summary of our core values and brand identity. The payoff “Active Eyewear” in the position use your eyewear for a whole range of sports and weather conditions. Product properties reflect this through: also echoes our brand name, Bliz Active. This is an important and favourable association which reinforces our efforts to position the brand. - Value and usefulness to the consumer when he or she buys Bliz Active eyewear. If we divide positioning into a functional plane and an emotional plane, we can clearly see the conection By tying into our core values, we have worked out a strategy to succeed in making consumers associate the between the two and Bliz Active’s core values. brand and the products with our core values. DESIGN & FLEXIBILITY Bliz Active should be the ideal range of functional sports eyewear to make you feel attractive, secure and comfortable during training, whatever your sport.Product properties reflect this through: - Superior design and appearance - Superior flexibility and function, which ensure unrivalled versatility for sports and conditions. BLIZ ACTIVE SERIES SWEDISH CROSS COUNTRY SKIER ROBIN BRYNTESSON ATTACHABLE SWEAT BAR CHANGEABLE LENSES Change both appearance and functionality of the glasses with the Change the lenses according to the weather condition. Using the correct attachable sweat bar. lenses increases the visibility significantly. SCAN FOR CLINIC VIDEO WITH ITS TECHNICAL AND UNIQUE DESIGN, BLIZ HIGH- FORCE PERFORMANCE FORCE IS AN ABSOLUTE FAVORITE FOR ALL DEMANDING SPORTS. ATTACHABLE STRAP ADJUSTABLE NOSE PAD AND TEMPLE TIPS A completely new frame of multisport glasses, developed and designed along the expe- Make sure that your glasses stays in place with the adjustable neck strap Customize your glasses for best fit. Adjustable temples and nose pad for riences of previous models and testing of elite athletes. Unique Large-face lens and frame that is included. best comfort. designs allows great air circulation. The removable sweat band keeps moisture out to make a virtually fog free eyewear. A maximum of functionality and features like, several of lens options, head strap, soft and adjustable temples and nose pieces.