madshus the cross country company since 1906 skis 2011
TRANSCRIPT
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Bjørn Ivar Austrem
SKIS 2011
Category manager, skis
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Agenda
SKIS 2011
1. Introduction2. Technical updates3. Prices and cost4. Ski line 2011
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Introduction
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
5SKIS 2011
Introduction
• 2009/10 has been a fantastic season– Cold and stable winter in Scandinavia– Average+ season in Middle Europe– Increased sales and interest in North
America
• Production of Madshus skis– Approx. 110.000 pairs in Norway– Approx. 113.000 pairs in China– Approx. 15.000 pairs sourced
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
6SKIS 2011
Introduction
• Madshus is the second largest supplier of nordic skis in the world
• Want to become a more globalized company– Portfolio–Marketing– Network– Resources
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Technical updates
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
8SKIS 2011
Technical updates
• The ski line is normally a two or three year cycle
• Some graphical updates only for 2011
• Focus on– Stable production– Testing– Improve processes in the factories
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
9SKIS 2011
Technical updates
• Introduction of the new skate skis has been very succesfull–WC victory already in first race in
Beitostølen 2009– 12 medals in Vancouver Olympics– Overall winner WC Biathlon, men
• Constantly working on improved camber styles, both classic and skate
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Prices and cost
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
11SKIS 2011
Prices and cost
• Price pressure, especially on low end products, but also on the high end
• Chains and buying groups are focusing a lot on price
• Higher technical demands on the low end products
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
12SKIS 2011
Prices and cost
• Two main production facilities• Norway;– High end products– New technology and innovations
• China;– Lower end products, relatively low
material cost– Low labour and overhead cost
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
13SKIS 2011
Prices and cost
• Two main production facilities• Norway;– High material cost– High labour and overhead cost
• China;– Far away from the technical resources– Big factory with many ”customers”
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
14SKIS 2011
Prices and cost
• Raw material prices in general up– Higher demands in India and China– Especially chemicals for epoxy and
plastics– Europe needs to import because of too
low production capacity themselves– During the financial crisis production
was low, it takes time to speed up again
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
15SKIS 2011
Prices and cost
• Higher world wide demand for plastics and composite materials– ”Green” technologies are popular both in
the car and aviation industry– New possibilities in design
• Higher transportation cost– Capacity was built down during the
financial crisis– Higher production -> higher transportation
demands
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
16SKIS 2011
Prices and cost
• Challenges last year;– Epoxy hardener was almost empty on a
world wide basis last summer– Unstability in quality of raw material
deliveries– Old machinery; new grinding line will be
installed during 2011
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 18
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Champion Series
Race Performance
Classic Series
Touring Series
Cruising Series
Junior Series
Kid Series
Back Country Series
Cross Country Downhill
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Champion Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 20
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. The most technically
advanced skis on the market
2. Superior camber line and pressure zones for the different snow conditions
3. PR100X and PR90 foam cores – also used in other light weight applications like space shuttles and aviation industry
Champion Series
Nanosonic Hypersonic
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 21
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Champion Series
Nanosonic Carbon ClassicArt. Model Side cut Length Base Core
102 Cold 44-42-44 mm 180-210/5 P190 Nano Cold PR100X
103 Plus 44-42-44 mm 180-210/5 P190 Nano Plus PR100X
108 Zero CIG 44-42-44 mm 180-210/5 P190 Nano Plus PR100X
Hypersonic ClassicArt. Model Side cut Length Base Core
252 Classic 44-42-44 mm 180-210/5 P190 Nano Universal PR90
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 22
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Champion Series
Nanosonic Carbon SkateArt. Model Side cut Length Base Core
116 Regular 44-40-44 mm 175-195/5 P190 Nano Cold PR100X
118 Hard Packed 44-43-44 mm 175-195/5 P190 Nano Cold PR100X
119 Soft Condition 44-43-44 mm 175-195/5 P190 Nano Plus PR100X
Hypersonic SkateArt. Model Side cut Length Base Core
266 Skate 44-40-44 mm 175-195/5 P190 Nano Universal PR90
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Race Performance Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 24
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. Based on the same
technology as the Champion Series
2. High quality bases for a large variation of snow conditions
3. Different levels from entry to high performance
Race Performance Series
Terrasonic IntrasonicUltrasonic
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 25
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. Same high level as the
uni-sex skis in the same category
2. Camber line and flex adjusted to fit the active women
3. New and more neutral colorway to fit clothing and boots better
Race Performance Series
Metis MaiyaNEW!
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 26
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Race Performance Series
TerrasonicArt. Model Side cut Length Base Core
292 Classic 44-42-44 mm 180-210/5 P170 Polycell
298 Classic Zero CIG 44-42-44 mm 180-210/5 P170 Polycell
294 Skate 44-40-44 mm 170-195/5 P170 Polycell
UltrasonicArt. Model Side cut Length Base Core
372 Classic 41-43-43 mm 180-210/5 P-Tex 2000 Polycell
373 Skate 44-41-44 mm 160-190/10 P-Tex 2000 Polycell
375 Universal 41-43-43 mm 180-205/5 P-Tex 2000 Polycell
377 MGV+ 41-43-43 mm 180-205/5 P-Tex 2000 Polycell
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 27
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Race Performance Series
IntrasonicArt. Model Side cut Length Base Core
342 Classic* 44-42-43 mm 183-208/5 P-Tex 2000 Air W
347 Classic MG* 44-42-43 mm 183-208/5 P-Tex 2000 Air W
343 Skate* 44-42-43 mm 168-193/5 P-Tex 2000 Air W
*Also available without NIS-plate as SMU
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 28
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Race Performance Series
MetisArt. Model Side cut Length Base Core
332 Classic 44-42-44 mm 170-180-195/5 P170 Polycell
338 Classic Zero CIG 44-42-44 mm 170-180-195/5 P170 Polycell
334 Skate 44-40-44 mm 165-185/5 P170 Polycell
MaiyaArt. Model Side cut Length Base Core
382 Classic 41-43-43 mm 170-180-195/5 P-Tex 2000 Polycell
388 Classic Zero CIG 41-43-43 mm 170-180-195/5 P-Tex 2000 Polycell
383 Skate 44-41-44 mm 160-190/10 P-Tex 2000 Polycell
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Classic Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 30
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. High performance
materials 2. Excellent torsional
performance through the 3D construction
3. Offered both as a normal wax and a Zero CIG ski
Classic Series
Birkebeiner
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 31
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Classic Series
BirkebeinerArt. Model Side cut Length Base Core
462 Classic Carbon 47-44-46 mm 175-210/5 P170 Polycell
468 Classic Zero CIG 47-44-46 mm 175-210/5 P170 Polycell
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Touring Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 33
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. Optimized side cut for
easy handling and excellent stability
2. Wide range from the entry level to the more advanced 3D touring ski
3. CT100 and CT120 is offered both as a wax and a no-wax ski
Touring Series
CT 150 CT 120 CT 100
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 34
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Touring Series
TouringArt. Model Side cut Length Base Core
492 CT150* 52-47-50 mm 175-210/5 P-Tex 2000 Polycell
416 CT120* 52-47-50 mm 180-210/5 P-Tex 2000 Air W
417 CT120 MG* 52-47-50 mm 180-205/5 Multigrip Air W
432 CT100 52-48-50 mm 180-210/5 Polytex Multicore
434 CT100 MG 52-48-50 mm 180-205/5 Multigrip Multicore
*SMUs available (Nordmarka and Lillehammer)
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Cruising Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 36
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. Optimized side cut for
easy handling and excellent stability
2. Easy sizing – S/M/L3. MG no-wax base for easy
introduction to classic skiing
Cruising Series
Cadence 120
Cadenza 120
Cadence 100
Cadenza 100
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 37
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Cruising Series
CruisingArt. Model Side cut Length Base Core
720 Cadence 120 48-44-46 mm 168-188/10 Multigrip Air W
722 Cadence 100 52-48-50 mm 168-188/10 Multigrip Air W
723 Cadenza 120 48-44-46 mm 158-178/10 Multigrip Air W
725 Cadenza 100 52-48-50 mm 158-178/10 Multigrip Air W
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Junior Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 39
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. High performance
Norway made skis2. Material and construction
like the senior models3. Computational flex and
camber measurements for optimal performance
Junior Series
Nanosonic Ultrasonic Megasonic
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 40
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Junior Series
Junior – Norway madeArt. Model Side cut Length Base Core
142 Nanosonic Classic jr 44-42-44 mm150-170/10, 175, 180
P190 Nano Universal
PR90
148Nanosonic Classic Zero CIG jr
44-42-44 mm150-170/10, 175, 180
P190 Nano Universal
PR90
149 Nanosonic Skate jr 44-40-44 mm145, 155, 160-175/5
P190 Nano Universal
PR90
348 Ultrasonic Classic jr 41-43-43 mm 140-180/10 P-Tex 2000 Polycell
349 Ultrasonic Skate jr 41-43-43 mm 140-170/10 P-Tex 2000 Polycell
359Megasonic Universal jr
41-43-43 mm 140-180/10 P-Tex 2000 Polycell
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 41
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. Less expensive entry
level alternative2. Wider side cut for better
stability3. Light and easy handling
Junior Series
Superwax Superskate
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 42
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Junior Series
Junior – K2M made madeArt. Model Side cut Length Base Core
802 Superwax 48-44-46 mm 120-170/10 P-Tex 2000 Multicore
804 Superskate 48-44-46 mm 120-160/10 P-Tex 2000 Multicore
807 Supergrip 48-44-46 mm 120-170/10 Multigrip Multicore
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Kid Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 44
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. Uniqe and exclusive
Madshus cap design with high durability
2. Wide side cut for better stability
3. NIS plate for easy binding mounting in the shop
Kid Series
Butterfly Super U
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 45
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Kid Series
KidArt. Model Side cut Length Base Core
856 Butterfly 58-50-54 mm 90-140/10 Polytex Multicore
857 Butterfly MG 58-50-54 mm 90-140/10 Multigrip Multicore
866 Super U 58-50-54 mm 90-140/10 Polytex Multicore
867 Super U MG 58-50-54 mm 90-140/10 Multigrip Multicore
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Back Country Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 47
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. Robust and versatile steel
edge skis2. Progressive MGV+ no-
wax pattern3. Well defined wax pocket
for excellent glide and kick properties
Back Country Series
BC 50 BC 55NEW!
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 48
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Back Country Series
BCArt. Model Side cut Length Base Core
966 BC 50 60-50-55 mm160-180/10, 185-210/5
P-Tex 2000 Multicore
967 BC 50 MGV+ 60-50-55 mm160-180/10, 185-210/5
MGV + Multicore
940 BC 55 68-55-62 mm 170,180,190-210/5 P-Tex 2000 Multicore
947 BC 55 MGV+ 68-55-62 mm 170,180,190-210/5 MGV + Multicore
SMUs available as Voss (BC 50) and Glittertind (BC 55)
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
Cross Country Downhill Series
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 50
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Sales arguments1. Progressive MGV Omni
base in the kick zone2. Wide skis – deep sidecut3. Light weighted
Paulownia/Maple core
Cross Country Downhill Series
Eon Eppoch Annum
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 51
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Cross Country Downhill Series
CCDArt. Model Side cut Length Base Core
871 Eon* 83-62-70 mm 165-205/10 MGV Omni Paulownia/Maple
870 Epoch 99-68-84 mm 165-195/10 MGV Omni Paulownia/Maple
869 Annum 109-78-95 mm 165-195/10 MGV Omni Paulownia/Maple
*SMUs available with normal wax base
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 52
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Flex tables
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 53
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Flex tables
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011 54
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
Ski line 2011
PerformanceExercise &
lifestyleGrowing up Explore
Champion Series
Race Performance
Classic Series
Touring Series
Cruising Series
Junior Series
Kid Series
Back Country Series
Cross Country Downhill
MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906
SKIS 2011