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MAIN SEGMENTS IN THE ARKLEISURE SYSTEM                STYLE HOUNDS                                       HIGH STREET      ...
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Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
Destination audit   jersey destination audit
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Destination audit jersey destination audit

  1. 1. ! " #$ %& !# # ( !(% ) *+ , - .// 0 1 %/// /2$//$3- .// 0 1 %/// /24$%%56 7 8 8 8 - % - //3 -9 %%%/8 !" # $ %&()(*
  2. 2. %8 ( ( ( + , ( - . ! , ( % / / ! 0 ( * 1 0 8 <= 4 -( . 2 / & -- 3 34 + . (( -% / / (%%8 > " %2 (( 2 5 () (- 2 / 6 (, (% / (7 8 / - ( 8 #9 :3 ; -* - - < 4 -, - % 1 -, - * + -0 - ) 6 -& - , / -7 - 0 3 % - & # %( - 7 < %- - ( 5 %%)8 56 )/ %( %* %- %0 %% 3 %&/8 )$ *( %7 *- 6 < *28 > /% )( . < " *( )- " (= > ! ! *( )% " -= 6 *- //: ; :+ :% :%%: :9 %%% 8 )
  3. 3. )* " %= 3 6 *% )) " *= 3 *%%8 5 6 /2 ( ( *) ( - < / ! *) ( % : 2 ;1 *, ( * 1 1 . . 1 ? 3 *0 ( ) @ *7 ( , # ! 3 > ) ( 0 < 3 )( ( & # . #9 )( 8 ( 6 > 9 2) - ( 3 < 4 )% - - + < 4 )) - % $ 5 ), - * 3 2 5 < " )0 - ) )7 - , # A , - 0 ! . 3 ,( - & < ,( - 7 < " ,- - ( 2 B. ,% - (( 3 ,%)8 5 6 5 > > " / % ( " < " ,* % - 1 B1 3 ,* % % 1 " + 1 ,* % * 3 / >/ / ,* % ) 3 ,0%8 , $ (( 6 ,7 (- 6 0 (% " = : ; 0( 8 56 &) -( 1 1 8C 0% -- . + ? 0) -% ? # 5 5 5 < 5 1 3 0, //: ; :+ :% :%%: :9 %%% 8 /
  4. 4. -* ? 0, -) 5 < D (& 0&)8 8 * 4 % ( < & % - & % % $ & % * &( % ) < &(/8 428 ? ( 4) //: ; :+ :% :%%: :9 %%% 8 2
  5. 5. %8 ( ( 6 ( 6 6 8 5@ @ 6 ( 6 8 5 8 ( 6 6 ( 8 ( 6 ( @ 6 ( 6 6 ( 66 8 " ( ( 6 6 " - A B ( ( ( @ 6 ( ( = 8 ( @ @ ( 66 8 5 ( @ ( ( 6 ( ( 8 A B ( 6 ( ( ( 8 @ @ 6 8 ? ( 6 ( 6 8 A B 6 ( " ( ( ( ( @ "@ 9 ( = ( ( ( 85 6 @ @ 6 " 8 A B 6 ( @ ( 6 ( ( ( ( 6 ( 8 ( 6 ( ( ( 6 6 6 " - ( 6 ( @ @ @ ( 8 ( 6 " ( ( ( @ " @ ( 6 ( 8 //: ; :+ :% :%%: :9 %%% 8
  6. 6. ! " " ( 6 ( 8 5 6 6 ( ( ( 8 5 6 8 > 6 ( @ ( ( ( 8 ( ( " ( 8# $ 5 ( @ ( ( 6 " ( 8 ( ( 8 * ( " ( ( ( ( ( 8 * ( ( ( ( = 8 //: ; :+ :% :%%: :9 %%% 8 &
  7. 7. 8 <= % " " ( ( + ,@ ( "6 " ( 8 " ( @ ( - A " ( = 8 A 3 6 8 ( ( ( +, 6 C D 8 ( E ( "6 8 3 @ " @ ( ( 6 ( 3 ( 6 ( " 8 ( @ ( 6 ( " ( 6 8 5 @ @ E 8 @ ( 6 +, ( 6 8 ( % " @ = @ " ( 6 ( 8 5 85 ( ( ( 6 @ ( ( 85 ( ( " 8 ( " " 6 ( 8 < " @ 6 " ( ( % @( ( ( ( %$$ 8 ( 6 ( " ( ( 6 %$$& 0 F 3 ! " @ 6 ( +, ( ( " ( 18 5 " ( 6 " ( 66 ( ( ( ( +, " @ ( ( ( 66 " ( " 6 ( 8 ( ( ( ( 66 6 8 / G 6 ( H ( ( % @ ( / G ( ) " @ )@& 8 ( ( //: ; :+ :% :%%: :9 %%% 8 4
  8. 8. @ ( ( ( 6 6 8 ( ( 6 6 @ 6 = @ ( 6 @ ( 8 ( " 66 8 ( 6 = " 6 8 ( I 6 ( ( ( ( ( 6 ( E @ ( " ( ( 6 85 6 ( ( 6 6 8 (( ( ( ( ( 6 6 8 @( @ 6 ( ( ( (E 6 6 ( 6 8 6 ( @ ( 5 E 6 8 ( 6 ( 6 85 ( ( 6 ( ( 66 8 ( E 6 6 ( ( 6 ( ( 66 6 ( 6 6 8 ( ( @( @ ( ( 8 ( ( 6 @( @ 6 ( " 8> " 6 ( " ( ( 8 ( ( ( ( " ( ( 6 6 ( 8 ( ( 6 " ( " @6 @ ( 6 6 8 96 ( "@ ( ( " " 8 ( 6 6 ( E 6 ( = 85 ( " @ 9 ( B ( * 6 < @ ( ? 8 5 6 @ ( 8 > 6 ( " " @? 85 ( " ( 6 " ( ? 0 @ @ < 1 ( 8 ( ( " " ( ( " ( ( ( ( ( 85 6 @ ( @ ( B ( 66 = B " @ ( ( 8 //: ; :+ :% :%%: :9 %%% 8 $
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
  11. 11. + .A ; 6 ( " A 6 " 6 ( ( " 8 (A ? ( E 6 # ( 8 C D A 5 ( 6 ( = ( ( C D 6 "6 ( 5 ( 6 ( 5 8< 66 8 ( " 6 8 A 3 ( " HA C3 * 6 D 8 ( ( 6 ( 8A 6 " ( 6 6 ( 6 8A 6 ( 6 ( ( E C3 * 6 D 66 6 66 6 ( ( " 8A <= ( @ ( (( ( ( @ " @ 8 ( ( 6 ( ( 8A 5 = ( 6 ( " ( ( 6 8A ( ( 66 * 3 @ ( 6 ( E = 66 8A <= ( 6 + 8A + ( H 6 ( ( 6 ( ( 8A 5 ( 6 ( 66 ( ( 6 ( 5 = L 66 8A 66 " 8 ( 0 FM 18 //: ; :+ :% :%%: :9 %%% 8 %
  12. 12. ! " "! (& A 3 6 ( 0 6 ( 18 A 3 " 3 8 A : " 8 A ; 3 * 6 8 A 8 A 56 > 8 A 8! " A 3 ( ( H " < *H 6 # @ 8 A 6 C D ( 8 A "8 A # 3 * 6 8 A 6 : 8! ! A 0 18 A < I ( 8 A ; 6 :! 0 " 1 A ; 8 A 3 ! 8 A 0 1 //: ; :+ :% :%%: :9 %%% 8 %)
  13. 13. //: ; :+ :% :%%: :9 %%% 8 %/
  14. 14. %8 > " %$ ) $ 3 4 A < 6 6 ( A F ( ( ( + ,8 +, ( 8 A " 6 C6 D A 6 @6 +, @ ( 6 ( +, " 8 8 A 6 ( ( ( %$$ @ A 6 +, 6 " 6 ( ( 8 ( ( % 8 ( ( ( ( ( 6 @ ( ( %$$& 6 ? "> 8*( F 3 ! @ ( +, ( @ ( ( = 8 5 ( " ( " ( 6" 8 + . A 6 ( A 6 6 6 @ ( 6 +, " 6 ( @ ( ( +, " 0 18 " 8 A 6 A ( " ( ( ( 6 ( ( = 8 ( " " 8 ( :( ( " @6 = N 6 N +, " " " @ 66 8 ! @ ( 6 E 66 @ " 6 ( " 8 3 ( 6 6 @ ( ( ( ( ( " @ 6 ( = @ " " ! 8 //: ; :+ :% :%%: :9 %%% 8 %2
  15. 15. %$ " *+3 4A " A # % 0 ( ( ( ( 8 = 1 "( @A 5 " " 8 ( ( A * " 6 @ ( 5 , 5 , %8 ( ( 6 E 6A ; 66 6 8 6 85 ( 6 ( @ 6 ( " 8 A " 6 (+ .A ( " 6 A 6 " 5 , @ 5 , ? %6 8 ( 8A < 6 @ ( @ 6( " ( 6 8A ( 6 66 6 I @ ( 6 6 8A C D ( 66 ( 6 8A + ( 3 * 6 ( 6 ( ( ( ( 83 ( = " @ (6 ( 6 " ( 8 66 66 6 ( " 8 % 5 @ , 5 @ , //: ; :+ :% :%%: :9 %%% 8 %
  16. 16. , 3 4 A 3 A 6 5 8 8 8 @ ( ( A ( 6 ( " " # ( " ( # 8 ( ( ( ( " 8 + . A " A ( 3 8 8L (8 ( " " 66 ( ( ( 6 ( 8 A ; ( 6 6 ( 6 8 A M 8 <= ( 66 8 5 9 ( 3 8! , 3 4 A ( ( 6 C A ( 6 ( 5 D ( ( # 3 8# = 8 6 A ? 6 " 6 @ 6 8 6 6 ( A 6 8 6 6 A ( ( E 66 6 ( + ,8 6 8 + . A ! 6# 3 A 6 6 6 8> 6 66 : 6 4 8 6 88 6 ( " 8 A ( 6 6 @ ( ( ( ( 66 8 A ( 6 ( ( 6 6 8* ( //: ; :+ :% :%%: :9 %%% 8 %&
  17. 17. " 8 8 @ = 8 # ( 6 ( "8 5 6 ( ( ( "8 M ( ( 6 ( " ( 6 ( 6 6 8 " ? 8M " 6 = ( "8 <= 6 ( 6 ( 66 8 6 ( " 6 6 6 " 8# , 3 4 A ( 6 0 A ( ( 16 ( ( # 8 ( ( 0 % 18 A 5 ( A 5 ( 66 ( 8 6 ( A 5 ( ; 8 ( ( A 5 66 ( " 8 " ( 6 ( ( ( 8 + . A ( # @ 6 A 9 6 ( ( 3 88 * 6 @ = " ( ( ( 8 A 56 6 ? (:3 (:5 ( ( 6 8 5 ( 6 ( @ ( " " ( M # " ( 8 //: ; :+ :% :%%: :9 %%% 8 %4
  18. 18. ! " $ 5 @ 9 8 6 "6 ( 8 ( " 6 ! ( ( 6 6 F ? @ ( @ 66 6 ( ( 8 5 ( ( @ 6 = @ ( ( = ( " 8 ( ( ( ( 6 ( 6 @ ( ( ( 6 ( 6 ( ( @ @ 8 ( ( 6 ( @ @ 8 //: ; :+ :% :%%: :9 %%% 8 %$
  19. 19. MAIN SEGMENTS IN THE ARKLEISURE SYSTEM STYLE HOUNDS HIGH STREET FOLLOWERS HABITUALS ‘Young Free Single’, impulsive Main stream early Strongly influenced by Largely inactive, low Fashion counts adopters what others will think spending group Brand counts Followers of high street Don’t want to be seen Very traditional, strongly Looking for fun with friends fashion as old fashioned resistant to change Most not seriously sporty Care what others think Less active Risk adverse Happy to buy packaged Slow to adopt Value relaxation, peace options Avoid risk and quiet COSMOPOLITANS DISCOVERERS TRADITIONALS FUNCTIONALS Strong, active, confident Independent in mind and Self reliant internally Self reliant Style & brand important, but as action referenced Price driven an expression of their self Little influenced by style Slow to adopt new Value function over style made identity. or brand but interested in options Traditional values, but High spenders especially on new options Strong orientation interested in new innovation and technology Buy on function and value towards traditional experiences, not risk Looking for new challenges, to them values adverse new experiences, Globetrotters Looking for new and Value individual educational experiences attention & service ( 6 ( ( ( ( 6 ( 5 8 3 ?% < M ( 6 ( ( ( " ( @ 6 ( 66 6 85 66 6 ( ( 6 8 ( @( @ " 8 ( 8 @ ( ( ( 6 ( ( ( ( ( ( @ # 8 ( " 8 6 " ( 8 ( " ( ( ( ( ( ( ( ( ( ( ( 8 ( ( ( 6 6 66 ( 6 ( ( ( ( ( " 8 ( 6 6 ( " 8 5 ( @ ( ( ( ( ( ( ( +, 0 ( E 6 6 ( ( 1 @ ( 8 ( 8 ( ( 8 ( 6 ( ( ? * 8 ( ? ? ( ( ( 8 //: ; :+ :% :%%: :9 %%% 8
  20. 20. 3 ? . " C = D8 6 6 ( E 6 ( ( 66 ( 0 @ = @ ( 6 ( < 1 6 66 ( ( 8 ( ( # H * 8 " " 8 8> 8) ( 8 " 6 3 8 # ( " ( " 6 8 ? ( 6 = ( 0 6 3 @ ( 66 : 66 ( 18 " ( 6 E ( 8 E ( 8 ( ( E 6 ( 6 66 @ 8 ( 66 # ( ( ( 6 ( 6O 8 ? 6 6 ( E @ = " ( " 8 E ( ( ( " 8> ) 6 ( 8 ( E 6 ( 6 66 8 ( 6 ( # " ( 8/ ! # 6 8 3 @ = ( 8 ( " 6 " ( 6 = " 8 @ ( E 6 ( 6 66 8 ( " 6 ( //: ; :+ :% :%%: :9 %%% 8 %
  21. 21. 3 ? B ( " " 6 ( C( ( D 6 " " ( " 6 8 8 ( @ ( @ " ( ( 6 " ( ( 82 3 # ( 6 8 ( " ( " 0 @ 66 ( 8 " @ @ ( ( ( = @ = @ 66 ( 8 8 < 1 ( " ( = ( 8 3 ( 0 ( ( ( " " 18 ( ( = B ( " ( @ ( 8 8 " C ( D B ( " 6 ( 6 ( ( " 8 ( ( @ ( @ ( 85 ( @ E 9 ( 6 6@ ( ( 8 ( 8 56 6 (5 6 @ ( ( ( 6 ( ( 6 ( " 8 ( ( 8 ( " ( " ( 8 //: ; :+ :% :%%: :9 %%% 8
  22. 22. 3 ? = 8 ( " @ = 8 ? 6O @ 66 = "8 6 @ " 6 6 66 @ " > " ; @ " 6 5 " # ? = # > ( 6 //: ; :+ :% :%%: :9 %%% 8 )
  23. 23. 8 - ./ 0 1 2 3 4 A +, # ( 66 A E 6 I 8 ( ( ( A *( ( 6 6 ( ( @ ( ( 6 @; ( 66 6 6 6 I 8 ( + ,@ ( < ( 85 A 5 @ ( 6E @ 6 8 ? ( 8 A > 6 # A E ( ( # ( B " ( 8 66 ( B A ( 6 8 ( (6 ( C 6 6 8 # ( ( ( ( ( A @ ( ( D ( " ( ( " ( " " 8 8 ( ( 66 A 6 ( 66 # 8 ( A ? ( ( ( " 8 66 8 8 8 A ( 6 ( + , 66 ? ( " 8 A 6O 66 +, @ ( ( " > " +, 8 A ( " 6 E ( +, (8 A ( ( 8 6 E 0 ( ( ( E +, 1 ( 6 ( 8 A ( 6 9 ( 8 A 6 ( 5 H ( 0/)G 1 ( @ 6 ( 8 A ( ( 6 ( B 6 ( 6 ( +, //: ; :+ :% :%%: :9 %%% 8 /
  24. 24. 8A < I ( " 8+ .A ( * 6 B C< 6 A 6 ( 6 6 D ( 6 = E 0 ( ( 1 C3 * 6 D ( ( 6 6 ( 88 ( 8A 5 " ( ( @ ( = 6 ( 5 @ ( ( ( ( " " 8A ( 66 ( 6 " @ ( ( ; 8A ( ( 66 # 8 6 ( + 8A 3 ! 6 ( 8A ( 6 6< I ( 8> " # = @ ( (@ ( 6 ( 6 ( ( : 6O = ( 6 ( 5 H " ( 8 ( * 6 66 ( ( @ ( 6 ( 8 ( 6 ( ( 66 " 9 ( 9 8< ( ( 3 " 9 6 ( ( 6 8 //: ; :+ :% :%%: :9 %%% 8 2

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