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- 2. “By failing to prepare, you are preparing to fail.” - Ben Franklin
- 3. "DISASTER SURVIVALISTS" – 25 - 59,75k-150k, – agree a lot (I like to enjoy life, not worry about future) – AND own any (rifle or shotgun for hunting) • The segment size of survivalists: – 1,159,088
- 4. • Mean of household income: – $100,094.56 • Purchasing Power: – 1,159,088*$100,094.56 = • Age: 25-59 • 100% gun ownership • Primarily home owners
- 5. • Encouragements of – Self-Oriented Values survivalism: • Heath conscious • Useless materials – Other-Oriented Values • Individual initiatives – Reference Groups • Independent • Friends • Family first • Children • Diversity • Neighbors • Organizations – Environment-Oriented Values • Social status • Security • Risk takers • Higher respect for nature
- 6. • Exposure: • Learning: – Catalogs, magazines, – Preparedness continually on the rise internet, TV shows – Actively pursue learning – Radio • Personality: – Outdoor advertising – Paranoid, irrational, and fearful of restricts OTS the future • Attention: – Survivalists like to enjoy life, and not – Motivation worry about the future – Enough is not enough • Interpretation: – Cognitively with logic increases utility – Affective is rejected by emotional appeals
- 7. LIFESTYLE • Happy with their lives and consider themselves optimists at over twice the rate of the regular population • 91% enjoy spending time with their family • 75% believe it is worth paying for more quality as well and enjoy having higher quality goods • 4.1% disagree that they have a keen sense of adventure • Three major factors defining survivalist opinions of their lifestyles concern: – relationships “We like the smell of gun powder in the morning” – learning – absence of helplessness
- 8. SELF-CONCEPT • Three primary survivalist self-concepts are broadly defined as: – affectionate – well informed – self-sufficient
- 9. SITUTATIONAL INFLENCES • Often compelled to purchases based on news and information gathered • 58% say they tend to say they get what they want and leave a store • 44% say they buy things spur of the moment • Prefer to shop with their family • Especially influenced by their children
- 12. • They like outdoor activities Entertainment/Leisure: Leisure Activities/Sports- Played/Participated-LAST 12 MONTHS Sample Vertical % Horizontal % Index CANOEING/KAYAKING **231 **19.9% **1.5% **283 FLY FISHING **258 **22.3% **2.7% **510 FRESH WATER FISHING *667 *57.5% *1.8% *347 JET SKIING/WAVE RUNNING/WATER BIKING **294 **25.3% **2.8% **530 POWER BOATING **253 **21.8% **1.4% **267 ROWING - STATIONARY/OUTDOOR **125 **10.8% **1.9% **360 SAILING **76 **6.6% **1.0% **192 SALT WATER FISHING **328 **28.3% **2.0% **379 SKIN DIVING OR SNORKELING **319 **27.5% **2.8% **538 SURFING/WINDSURFING **236 **20.4% **3.8% **719 SWIMMING *735 *63.4% *1.0% *190 WATER SKIING **216 **18.6% **2.1% **402 • We chose to make a better life jacket that is designed for adults as well as children
- 13. Political • The political environment does not have an impact on water sports Social • Survivalists place emphasis on safety by preparing for disasters to keep their families safe • Safety is an important part of a survivalist’s life, so the emphasis on the safety of the life Economic jacket will go hand in hand with their views • Recession has had a negative impact on the number of people vacationing • Fishing and general boating are less expensive and will be less affected • However, our segment has a relatively high income and may not be as affected by recessions
- 14. Technology • Features of the product will represent innovation • Life jacket technology will reflect Legal advancement compared to any currently • Children under 14 used life jackets on the market • Shoulder protection and durability • Influenced the design of the life jacket • National SAFE KIDS Week April 30-May7 Environment • Seasonal product Competitors • Billabong PacSun Quick Silver
- 15. • While the company has many options for adult • Body Glove is a well-known brand with the resources to life jackets the current children’s selection is very develop a new innovative product small • Already established distribution channels • Currently they are not marketing to children • Brand name is currently associated with quality, durability, • The company currently focuses on specialty and comfort sports instead of general water activities • Grow the market share by offering an improved product • Competitors can imitate the product by offering aimed at children their own versions of custom child gear • Gain a new market segment by marketing to survivalists • Larger companies with greater resources can • Ability to become an innovator in quality child customizable develop the idea further swimwear with a unique product • May not be as well-known to people living away • Grow distribution channels through Dick’s Sporting Goods from the coast • Neoprene already exists as a material for life jackets
- 16. Life jacket • It will be made of neoprene with an outer layer of Kevlar for durability reinforcement • Kevlar = bulletproof vest dependable • Air tight pockets will be stitched onto the jacket • The zipper and buckles will be concealed by a flap with Velcro • The website will have a variety of colors, patterns, cartoons, and other artistic designs that the child can put together to create the design that goes on the jacket • Optional matching swimsuit with the same print • It will be sold for children ages 5 to 14 • Enforcing eco-friendly packaging Scooby Doo
- 17. • Currently, child sized neoprene life jackets on the market are priced in a range from about $20-$60 • Kevlar material will cost more compared to life jackets without the material • Kevlar vests made for motorcyclists and civilians can be priced as low as $60 • Bullet proof vests made of Kevlar designed for concealed use for SWOT teams and professional purposes can be priced over $1,000 • With these comparative prices in mind, we have decided on a $90 price tag for our product • For an additional $50 get a matching swimsuit
- 18. • Special ordered through internet • Sale representative incentives while in brick • While the product cannot be physically and mortar stores sold in stores, that does not mean it will not be promoted in store – Dick’s Sporting Goods stores (4.5% attendance in last 4 months) – Sears (19.5%) • TV shows displaying product are more welcome and retained than movie placement ads
- 19. • Displays promoting the website http://www.bodyglove.com/ • Sporting goods stores as well as specialty water sport stores • Magazines: – Complete Survivalist – Survivalist Magazine • Coupons and price discounts • Emphasis new Kevlar = protection • 83.7% of survivalists remember and like TV commercials that make them laugh
Notes de l'éditeur
- What they are preparing for, who these people are, and why.
- Tend to shy away from urban environments.
- IntrepretationThis is due to survivalists considering themselves well informed consumers(Simmons) and relatively unaffected by emotional appeals.LearningIn this class clients pay $800 a piece to learn from experts how to survive an urban disaster.(Donvan)MotivationWhile survivalists tend to work together in groups, such as local cooperatives and survivalists web communities (Sims pg. 1), they assert a strong need for independence and self-reliance.Survivalists tend to be susceptible to brand switching. 25% of survivalists agree that they would change brands simply for the novelty of something new, and 54% say they like to pursue challenges, novelty, and change.(Simmons) PersonalityMany enjoy taking risks, are happy with their lives, and consider themselves optimists at significantly higher rates than the American populace as a whole.The two brand personality types most accurately identified with survivalists are ruggedness and sincerity
- LifestyleGood at fixing thingsAlways looking for ways to improve their home and own an unusual high number of power tools. Self-ConceptRegarding affection, survivalists view themselves as affectionate, passionate, loving, and romantic.Intelligence encompasses survivalists’ view of themselves as being intelligent, smart, bright, and well-informedKindness involves their self-concept of being kind, good-hearted, warmhearted, and sincere.(Simmons) Their kindness is manifested by their protective instincts of themselves and their family and their strong community bonds. No survivalist disagrees that they are trustworthy, and only 1.3% of them disagree that they are self-assuredThey also see themselves as being self-assured, confident, self-sufficient, and secure.(Simmons) Disagree that they are liberal mindedMany of them are located in areas known for republican political affiliations. Situational InfluencesThey want to believe they aren’t affected by impulse buys, but they are.Survivalists prefer to shop with their family with an index of 149, and when shopping with a family a buyer tends to spend more. Survivalists are especially influenced by their children.(Simmons) They want the best brands, a good clean store, and convenience to their location. Christmas gun with children picture on lifestyle slide – caption- “We like the smell of gun powder in the morning”Drowning remains second only to motor vehicle accidents as the leading cause of unintentional injury-related death among children ages 1 to 14. Furthermore, children are much more likely to practice safe habits when they experience similar behavior by parents and caregivers.
- LifestyleGood at fixing thingsAlways looking for ways to improve their home and own an unusual high number of power tools. Self-ConceptRegarding affection, survivalists view themselves as affectionate, passionate, loving, and romantic.Intelligence encompasses survivalists’ view of themselves as being intelligent, smart, bright, and well-informedKindness involves their self-concept of being kind, good-hearted, warmhearted, and sincere.(Simmons) Their kindness is manifested by their protective instincts of themselves and their family and their strong community bonds. No survivalist disagrees that they are trustworthy, and only 1.3% of them disagree that they are self-assuredThey also see themselves as being self-assured, confident, self-sufficient, and secure.(Simmons) Disagree that they are liberal mindedMany of them are located in areas known for republican political affiliations. Situational InfluencesThey want to believe they aren’t affected by impulse buys, but they are.Survivalists prefer to shop with their family with an index of 149, and when shopping with a family a buyer tends to spend more. Survivalists are especially influenced by their children.(Simmons) They want the best brands, a good clean store, and convenience to their location. Christmas gun with children picture on lifestyle slide – caption- “We like the smell of gun powder in the morning”Drowning remains second only to motor vehicle accidents as the leading cause of unintentional injury-related death among children ages 1 to 14. Furthermore, children are much more likely to practice safe habits when they experience similar behavior by parents and caregivers.
- LifestyleGood at fixing thingsAlways looking for ways to improve their home and own an unusual high number of power tools. Self-ConceptRegarding affection, survivalists view themselves as affectionate, passionate, loving, and romantic.Intelligence encompasses survivalists’ view of themselves as being intelligent, smart, bright, and well-informedKindness involves their self-concept of being kind, good-hearted, warmhearted, and sincere.(Simmons) Their kindness is manifested by their protective instincts of themselves and their family and their strong community bonds. No survivalist disagrees that they are trustworthy, and only 1.3% of them disagree that they are self-assuredThey also see themselves as being self-assured, confident, self-sufficient, and secure.(Simmons) Disagree that they are liberal mindedMany of them are located in areas known for republican political affiliations. Situational InfluencesThey want to believe they aren’t affected by impulse buys, but they are.Survivalists prefer to shop with their family with an index of 149, and when shopping with a family a buyer tends to spend more. Survivalists are especially influenced by their children.(Simmons) They want the best brands, a good clean store, and convenience to their location.
- Male, female, white, age, religion, children, (maybe graphic location), ONLY GO SHPNG TO BUY SMTHNG REALLY NEED87375.4%0.6%118WOULD PAY MORE/ENVIRNMENT FRIENDLY PRODS*493*42.5%*0.6%*110Durability recycling reliability openly environmentally friendly and conscious
- So the product we choose should be family oriented with a concentration in outdoors activitiesWe looked under sports and leisure, and realized water related activities are consistently higher than the population as a wholeOnly 7% own a personal watercraft, this index is almost 3000With such a high percentage of the target involved in water activities, there will be a very high demand.It is likely that demand for our product will increase during the spring and summer months. Children will grow out of their previous life jackets, and adults will want to upgrade their current jackets to have better quality and more utility.
- PoliticalTherefore it will not have an impact on the market for life jacketsEconomicalSome water sports such as jet skiing or sailing tend to be more expensive and will be negatively impacted by a recessionSocialThe social part of our product is important due to the survivalist’s culture
- TechnologyWith our segment being willing to pay more for quality, the technology involved in developing the jacket will be an important selling pointEnvironmentWith our segment being relatively unreceptive to coupons, price discounts may not be very effective to push sales during seasonal down timesLegalThe shoulder area of life jackets must be strong enough to sustain lifting the child up by the jacket. This has influenced the design of the product.http://www.uscgboating.org/news/default.aspx?ArticleId=82
- This is because this is the material used for bullet proof vests and survivalists, who tend to be avid gun owners, will likely be familiar with Kevlar. The neoprene will allow for a slimmer design for added comfort.Air tight pockets will be stitched onto the jacket, but the zipper and buckles will be concealed by a flap with Velcro.Age five is chosen because much younger than that and the child has limited ability in navigating a website to create a pattern design, and fourteen is chosen as the cap because of the law requiring children 14 and under to wear a life jacket.
- Find data in attitudes about shopping, shopping behavior, ATTUTUDES ABOUT MEDIA.PLAN AHEAD FOR LARGE PURCHASESOther Psycographic Scales TAB FOR PLACELIKE TV COMMERCIALS THAT MAKE ME LAUGH97183.7%TV SHOWS OVER MOVIE PLACEMENT