EIGER - The Real Adventure Gear

Eiger is the outdoor brand that famous enough in Indonesia. Eiger with its tagline as "Adventure Gear", has a variety quality of product, ranging from products for camping and mountain climbing equipment, rock climbing, rafting, and other various outdoor activity needs.

However, in reality the user or Eiger consumers not limited only to those who often in outdoor course. Eiger products can be accepted also by the wider market, because their products such as bags of various sizes, jackets, rainwear, footwear, and other gear, required by a lot of people in various activities.

Eiger was created in 1993 from a rented house that work as the office as well as shops. At first, Eiger only produce bags that is done by two tailors. Marketing is done simply through the "hand to hand" from person to person. While sales is merely revolve among friends or relatives who like adventure.

Now under the banner of PT. Eigerindo Multiproduk Industry, Eiger already has its own factory in Soreang, Bandung, with approximately 2500 tailor, 6 Eiger Adventure Shops, 18 showrooms, and 88 counters that  spread all over Indonesia.Eiger name itself is taken from the name of a mountain cliff in the Bernese Alps, Switzerland. Naming is not separated from the Mamay Salim role as one of the pioneers of the Eiger product, he is also a rock climber. Now in the Eiger management , Mamay Salim served as a brand consultant and consultant engineering. 

Eiger Logo triggered by Ronny Lukito. In the logo, the world is described as a large outer circle with blue color. Meanwhile the blue triangle means adventure and a red base color is defined as a spirit. Then, the Eiger logo mean "The spirit of adventure world".

For some reason, Eiger cant be the top in its sector, there are many competitors that has a good potential too, so Eiger need an extra energy to be the best in its sector. We can say that Eiger good enough in quality, same as the other competitors. But Eiger has a weakness, it is so weak in advertising. In quality, durability, price, an other scope, Eiger still can be a strong competitors. The other weakness of Eiger is, its product less known by people who not interest with outdoor activity. 

The possible solution that can make Eiger better from now is more and more advertising. Making some events for outdoor lovers will be verry nice to attract people, and in that event only Eiger product allowed, so they will know Eiger more from that event. 

 

Beside that as we can see there was never advertisement about outdoor gear in television, this can be a good chance for Eiger to get usuall people ( not interest in outdoor activity ) attenttion, even in this case, poster can be a good weapon, just like to convey the message in the great days.