ZOMBIES

SURVIVALISTS

APOCALYPSE

RIFLE

ENJOY LIFE

HUNTING

“By failing to prepare, you are preparing to fail.”

- Ben Franklin

Target Segment + Size"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

Buying Power + Demographic Details• Mean of household income:

– $100,094.56

• Purchasing Power:– 1,159,088*$100,094.56 =

$116,018,403,361.28

• Age: 25-59• 100% gun ownership• Primarily home owners

External Influences• Encouragements of

survivalism:– Other-Oriented Values

• Individual initiatives• Independent• Family first• Diversity

– Environment-Oriented Values

• Social status• Security• Risk takers• Higher respect for nature

– Self-Oriented Values• Heath conscious• Useless materials

– Reference Groups• Friends• Children• Neighbors• Organizations

Internal Influences• Exposure:

– Catalogs, magazines, internet, TV shows

– Radio– Outdoor advertising

restricts OTS

• Attention:– Motivation– Enough is not enough

• Interpretation:– Cognitively with logic

increases utility– Affective is rejected by

emotional appeals

• Learning:– Preparedness continually on the rise– Actively pursue learning

• Personality:– Paranoid, irrational, and fearful of

the future– Survivalists like to enjoy life, and not

worry about the future

LifestyleLIFESTYLE• 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– learning– absence of helplessness

“We like the smell of gun powder in the morning”

Self-Concept

SELF-CONCEPT• Three primary survivalist self-concepts are broadly defined

as:– affectionate– well informed– self-sufficient

Situational Influences

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

Data Table [Target Market]

Data Table 2 [Target Market]

• They like outdoor activities

• We chose to make a better life jacket that is designed for adults as well as children

Product + Reasons for Demand

Entertainment/Leisure: Leisure Activities/Sports-Played/Participated-LAST 12 MONTHS 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

Sample Vertical % Horizontal % Index

PESTEL+C [PES]Political• The political environment does not have

an impact on water sports

Economic• 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

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 jacket will go hand in hand with their views

PESTEL+C [TEL+C]Technology• Features of the product will represent

innovation• Life jacket technology will reflect

advancement compared to any currently used life jackets on the market

Environment• Seasonal product

Legal• Children under 14• Shoulder protection and durability• Influenced the design of the life jacket• National SAFE KIDS Week April 30-May7

Competitors• Billabong PacSun

Quick Silver

SWOT

• Body Glove is a well-known brand with the resources to develop a new innovative product

• Already established distribution channels• Brand name is currently associated with quality, durability,

and comfort

• Grow the market share by offering an improved product aimed at children

• Gain a new market segment by marketing to survivalists• Ability to become an innovator in quality child customizable

swimwear with a unique product• Grow distribution channels through Dick’s Sporting Goods

• While the company has many options for adult life jackets the current children’s selection is very small

• Currently they are not marketing to children• The company currently focuses on specialty

sports instead of general water activities

• Competitors can imitate the product by offering their own versions of custom child gear

• Larger companies with greater resources can develop the idea further

• May not be as well-known to people living away from the coast

• Neoprene already exists as a material for life jackets

Product

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

Price

• 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

Place• Special ordered through internet• While the product cannot be physically 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

• Sale representative incentives while in brick and mortar stores

Promotion• 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