[Solved]- Marketing a New Product
New Product Details
Often, the snow is never soft, and even if
it is, it can still cause injuries; hence, safety is a significant aspect for
Ski sports enthusiasts. Currently, ASG is not producing Ski specific Helmets
for its Ski consumers. Thus, the new product item I will create for ASG s product
line is Ski Helmets. ASG s Ski Helmets will be built with a minimalist
skate-like design and a stable hard shell structure for long skiing days.
Besides, the helmet will also have durable self-adjustable features for a
perfect fit and to ensure it remains on top of the user’s head throughout. Lastly,
the Ski Helmets will be warm and comfortable and can be used even in extremely low temperatures.
Market Segmentation
Ski Helmets can be used for various sporting events, such as
skiing, golfing, and ice hockey games, among others. These areas attract sports
professionals and new players who need the Ski Helmets for safety reasons. This
means that the market for Ski Helmets is not bound by age, income, personal
traits, occupation, nationality, or religion. Therefore, the ideal market
segmentation for the product should be demographic and psychographic
segmentation (Dolnicar et al., 2018). According to Dolnicar et al. (2018), demographic
segmentation involves segmenting an audience based on demographic factors,
while psychographic segmentation is used when segmenting the consumers based on
personality values, interests, traits, and attitudes, among other lifestyle
factors. In essence, ASG will segment the target market for Ski Helmets based
on demographic characteristics, such as age and occupation, and psychographic
factors, especially an audience with an appetite for expensive products. Besides,
it will also target both genders, the middle and upper class, children, and
adults, including new and professional players. Consequently, to appeal to all
the genders, the Ski Helmets will be produced in different colors and sizes
with differences in liner thickness to quarter a range of head sizes in each
shell size (McCrory, 2002).
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