madshus the cross country company since 1906 poles 2011
TRANSCRIPT
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
POLES 2011
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Jon Fewster
POLES 2011
Category Manager, Poles
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
POLES 2011
1. Product Development Strategy2. Product Highlights– Champion Series– Touring– Junior & Kids
3. Summary
Agenda
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES
Product Development Strategy
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
5POLES 2011
Product Development Strategy
• Introduce new models and graphics to better compete
• New top racing pole – Need presentation on World Cup– Pole needs to superior performance and
distinctive appearance• New Strap technology• Add value on price-point models• New entry-level model
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
6Poles 2011
Technology
Carbon Composites:• Higher modulus on NCR100UHM– Stiffer and lighter
• Engineer entry-level model to be more competitive
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
7Poles 2011
Technology
• New Strap Design– Performance requests• Softer• Easier entry and exit• Easier adjustment
– Opportunities• Patent expired – new design
opportunities• New construction techniques• New materials• Lighter weight
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
8Poles 2011
Technology
• New Strap Design– Extended palm coverage
• 3D shape holds better on the hand
• Strap can be softer
– Move size adjustment from thumb area to back of hand• Easier to adjust• More comfortable!• Can adjust angle for better
hold
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
9Poles 2011
Technology
• New Strap Design– 3D Thermomoldable Shape
• Only strap with this much molding
• Can be thermomolded for a custom fit
– SuperGrip material on palm• Silicone printing• Hand doesn’t slip when poling• Larger area than old design
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Poles 2011
Technology
• New Strap Design– Neoprene comfort tab
• At webbing attachment• Makes strap more comfortable• Helps prevent pinching
– Stitch-and-Turn seam on Contour Champion Strap• Less material• Thinner, better pressure
distribution• More comfortable• Higher quality than competitor
straps
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Poles 2011
Technology
• New Strap Design– New graphics
• Large “MADSHUS” on strap• New details on lateral side• Icons:
– 3D Thermomoldable– SuperGrip
– Contour Champion Strap• Specific to NCR100UHM pole• Black/White/Red• Only strap with stitch-and-turn seam at wrist
– Contour Race Strap• On other poles• Black/Red
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Poles 2011
Technology
• New Baskets– UHM Basket• Large area against the snow• Aerodynamic – does not catch
the wind• Proven shape doesn’t hold
snow• Deep shaft insertion + Nano
tip reduces weight• 10mm diameter
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Poles 2011
Technology
• New Baskets– Powder Basket• For soft snow• Very large area against
the snow• Aerodynamic shape• Deep shaft insertion +
Nano tip reduces weight• 10mm diameter• Sold as an accessory
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES 2011
Product Highlights
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Poles 2011
Product Line 2011Champion Series Race Performance Series Touring Junior / Kid Series Components
Price level
NCR 100UHM
NCR
100UHM KIT
Champion Strap
UHM Shaft
CR 100HS
UHM Basket - 10mm
CR 70
NCR JR Powder Basket - 10mm
CR 40
CT 60
Carryover from C10 CT JR
CT 20
New graphic or parts
New Model Superkid
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Poles 2011
Product Line 2011
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES 2011
Champion Series
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Poles 2011
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Ultra-high modulus carbon– 5% Stiffer– Lighter: 58 g/m! Including graphics!– Total weight is 10-15g less than C10!
• New Contour Champion Strap• Race Handle (Straight)
– Lower weight– Stiffer
• New UHM Basket (10mm)• New Graphics
18
NCR 100UHM
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Poles 2011 19
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• 100% High Strength Carbon Shaft• New Contour Race Strap• Race Handle• Large Aero Basket (9mm)• New Graphics
CR 100HS
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Poles 2011 20
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• 70% Carbon Composite Shaft• New Contour Race Strap• Race Handle• 9mm Soft Snow Basket• New Graphics
CR 70
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Poles 2011 21
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• 40% Carbon Composite Shaft• New Contour Race Strap• Race Handle• 9mm Soft Snow Basket• New Graphics
CR 40
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES 2011
Touring
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Poles 2011 23
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Carbon composite shaft• Biathlon Strap• Race Handle• 10mm Soft Snow Basket• New Graphics– Black shaft– Gunmetal pattern– Silver chrome lettering
CT 60
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Poles 2011 24
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• New Entry-level pole.• Carbon composite shaft• Biathlon strap• Race Handle• 10mm Soft Snow Basket• New Graphics
– Black shaft– Gunmetal pattern– White lettering
CT 20
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES 2011
Junior & Kids
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Poles 2011 26
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Takedown of adult NCR 100 UHM• 40% Carbon Composite Shaft• New Contour Race Strap• Race Handle• Large Aero Basket (9mm)• New Graphics
NCR JR
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Poles 2011 27
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Touring Pole• Composite shaft• Biathlon strap• Race Handle• 10mm Soft Snow Basket• New Graphics
– Black shaft– White lettering
CT JR
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Poles 2011 28
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
• Kids pole• Carryover from C10
SuperKid
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MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
MADSHUS POLES
Summary
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Poles 2011
Product Line 2011Champion Series Race Performance Series Touring Junior / Kid Series Components
Price level
NCR 100UHM
NCR
100UHM KIT
Champion Strap
UHM Shaft
CR 100HS
UHM Basket - 10mm
CR 70
NCR JR Powder Basket - 10mm
CR 40
CT 60
Carryover from C10 CT JR
CT 20
New graphic or parts
New Model Superkid
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Poles 2011
Summary 2011
• New NCR100UHM– Stiffer– Lighter– Distinctive Look
• New Strap– 3D Molded & Moldable– Softer– Easier entry/exit– Easier to adjust
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Poles 2011
Summary 2011
• New Graphics & Strap for Race Poles• New Touring Poles– Upgraded handle
• New Junior • New 10mm baskets
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Poles 2011
Product Line 2011