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 userâ€™s head throughout. Lastly, the Ski Helmets will be warm and comfortable and can be used even in extremely low temperatures.
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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