Riber Products Ltd: Fitness & Lifestyle, Watersports, Retail & Wholesaler
Critical Thinking Report
Critical Thinking on Marketing Role & Strategy
TThis report reflects on a nine-week placement at Riber Products Ltd, focusing on their water sports brand, Riber. The placement involved a range of marketing and branding initiatives, including assessing existing strategies, creating a cohesive brand voice, and organising campaigns to engage consumers and build industry connections. Through collaborative efforts and reflective practice, the project aimed to elevate Riber’s market presence while addressing challenges such as limited digital engagement and underutilised networking opportunities.
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The project embraced a strategic blend of independent and collaborative work. Initial research focused on understanding Riber’s brand identity, strengths, and market gaps. Key activities included merging Riber’s digital platforms, refining its content strategy, and launching an ambassador scheme to establish relationships with micro-influencers. Collaborative discussions with the team and external stakeholders shaped the approach, ensuring alignment with the brand’s goals. The project also leveraged digital tools and community engagement to maximise impact.
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The water sports market is dynamic and competitive, requiring brands to foster genuine connections with their audience. For Riber, this meant creating a distinctive voice that resonated with outdoor enthusiasts and leveraging partnerships to expand reach. The ambassador scheme provided valuable insights into the importance of relationship-building in marketing, while the product launch event highlighted the need for meticulous planning to optimise turnout and engagement.
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The marketing process was iterative and adaptive, shaped by ongoing feedback and reflection. Efforts to build Riber’s brand voice included creating tailored digital content, such as social media posts and interactive stories, to engage outdoor enthusiasts. The ambassador programme aimed to form meaningful relationships with individuals who could authentically represent the brand. Challenges such as limited initial responses to outreach were addressed by diversifying networking efforts, tapping into broader community networks, and prioritising resilience.
Project Details
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Riber’s target consumer is an outdoor enthusiast who values high-quality, accessible water sports equipment. They seek authenticity and community connection, making the ambassador programme and collaborative initiatives highly relevant.
This placement underscored the importance of perseverance, collaboration, and adaptability in marketing. The ambassador programme and Photon launch event demonstrated how well-executed strategies can elevate a brand’s market position. Moving forward, the SMART action plan will guide future efforts to enhance networking and refine event planning practices. -
The Riber Products placement emphasised the importance of structured reflection to improve outcomes. Using Driscoll’s model, I identified and addressed challenges such as low ambassador engagement. By asking “What? So What? Now What?”, I adapted strategies, exploring alternative networks and refining outreach efforts, which eventually boosted interest and connections. Kolb’s experiential cycle reinforced this process, helping turn setbacks into opportunities for innovation.
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Critical thinking underpinned decisions throughout the project. Analysing Riber’s brand identity highlighted gaps in digital marketing, driving creative yet practical solutions, such as the ambassador programme and promotional strategies for the Photon kayak. Real-time feedback required quick adaptation, demonstrating the value of balancing creativity with analytical reasoning.
Key Takeaways
The experience taught me the importance of adaptability and collaboration in solving complex problems. Structured reflection sharpened my ability to learn from challenges, while critical thinking helped align innovative ideas with strategic goals—skills that will continue to shape my professional growth.