The market for ski equipment is concentrated in few hands, such as Amer Sports (Atomic, Salomon, Dynamic etc.), Quiksilver (Rossignol, Dynastar etc.) and K2 (Völkl / Marker etc.). Many are outsourced or relocated to China or to Eastern Europe. The marketing departments of manufacturers are waiting for the moment when the Russians, Indians, and the Chinese will finally succumb to the joys of Schuss(skiing). China already has 200 ski resorts.
The market for ski equipment is concentrated among a few players, such as Amer Sports (Atomic, Salomon, Dynamic ), Quiksilver (Rossignol, Dynastar) and K2 (Volkl / Marker ). A substantial portion of the manufacturing activities are outsourced or relocated to China or to Eastern Europe. The marketing departments of manufacturers are waiting for the moment when the Russians, Indians, and the Chinese will finally succumb to the joys of Schuss. China already has 200 ski resorts.
In terms of environment and market, related events do not affect our project, because the product is intended only for a handful of individuals.
However, we should note that currently the market is in crisis: indeed, the market for skis has gone down by a quarter in the past 20 years. The reasons:
- The price of skis (ranging from 150 to 1000) and skiing holidays (2700 on average per week for four people), making it a hobby reserved for the wealthy classes;
- Competition from sunny destinations easily accessible by basic transportation means;
- less snow due to global warming
- increased competition between manufacturers; the price pressure
- rising popularity of snowboarding
- trend of leasing skis which is gaining popularity considering the hefty price tags of ski equipment.
Tags: Ski equipment market, Marketing analysis of " Ferrari Skis", Ferrari brand image
[...] Marketing analysis of Skis from Ferrari Overview i. Diagnosis: ii. Communication strategy iii. Mediums of Communication i. Diagnosis Internal Diagnosis external diagnosis amalgamation a. Internal diagnosis Strengths: Company: Ferrari's reputation Connotations of a Ferrari i.e. prestige, luxury, speed, elitism. A strong financial position Association with global brands such as Dynastar and Lange that are recognized for their expertise in the field of sports equipment. The Ferrari Club: A group of Ferrari enthusiasts who distribute their products (caps, T-shirts, bags, belts, bikes, skis etc.) and by doing so promote the brand. [...]
[...] This is estimated to be 200 € - A press conference is to be arranged to introduce the skis to the media , the estimated cost for this which will include a venue, food, décor, staff etc is € The total cost of this marketing strategy is € Calendar We will start at the beginning of September 2007 by mailing information of the product to the distributors. A press conference will be held in mid- September. We will begin communication in mid-October. This timing is optimum as it will provide the journalists with enough time to publish articles on the product. This also is close enough to the holiday season and gives customers ample time to prepare for the holiday with a pair of Ferrari skis. [...]
[...] Communication Strategy How should this product be promoted? II. Communication strategy Positioning The product offers the customer a skiing experience of the highest quality (thanks to its high-tech design) and to add to its attraction, is the exclusivity that comes with a limited edition product. This positioning is: - Attractive: Its high-tech design is assured to give the best performance - Exclusive: The customers will be a small minority who will own a rare pair of Ferrari skis - Distinctive: None of its competitors have developed a product quite like this. [...]
[...] Tone: Market it as a spectacular product Emphasis: To market it as a limited edition series III. Strategy Mediums of Communication In order to market these skis by stressing on their exclusivity, the marketing strategy should ensure that it makes just enough and not too much noise. The marketing strategy is based on the principle of exclusivity; it is a product that only a few chosen people can own. So, the communication will take place through: Internet: communication on the Ferrari website and websites that give people information about the latest "must have" products Press conference to introduce the product to the press and encourage favourable reviews Email: sending emails to the distributors to ensure that they are well informed about the product is inexpensive and effective. [...]
[...] Product: Exceptional quality and design: The skis feature the latest innovation i.e. the auto-drive Fluid system integration with rail ski and binding titanium. (from Dynastar) Terms of reference: used in F1 for its lightness, rigidity and impact resistance. -Known for power, precision, perfect stability, optimized performance. Stylish design that is sleek with an elegant silhouette with the Ferrari seal (the Creeping Cavallino, the prancing horse) The skis are also available in a model that suits children Restricted diffusion: a limited edition of 149 pairs of skis Originality and consistency in the choice of products for this manufacturer. [...]
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