Exploring the potential acceptance of cross-country insoles in France
MetadataShow full item record
- Frankrike 
Rottefella AS launched an insole line specialized for cross-country skiing to the Scandinavian market in November 2013. The research question for this thesis was developed in cooperation with Rottefella and is stated as “Is there a potential market for cross-country insoles in France?” All methods and theories applied, we conclude that France is a strategic key market to enter. The company should further launch the insoles through their existing distributor, Rossignol. The exploratory and descriptive studies uncovered a positive attitude towards cross-country skiing in France among the population living close to the Alps. The study further exposed two categories of users, driven by mainly utilitarian and hedonic motivation. The consumers that proved to be most utilitarian driven had a higher willingness to pay, while those driven by hedonic goals were the most sensitive towards the new insoles. Moreover, we found that the two forms for motivation are not mutually exclusive. Most of the respondents are driven by a combination of the two. In general, the population of our study is positive towards the insoles. While product adaptation is not necessary for successful introduction to France, promotional adaption needs to be made in order to suit the French target market. When developing their promotional strategy, Rottefella should implement a combination of experiential and informative communication.
Bacheloroppgave i Internasjonal Markedsføring fra Grenoble Ecole de Management i Frankrike, 2014