Snowborder Consumer Profile

Table of Contents

Consumer Profile Introduction Research Rational Research Methodology

Snowboarding Then and Now

Evolution of Snowboarding

Demographics

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Page 5

Snowboarding Versus Skiing Personal Interviews

Day in the Life

Market Drivers Top Resorts

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Gear 101

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Introduction

During the 2006 Olympics, 20 year old Shaun White brought snowboarding to the forefront of America’s attention when he won a gold medal in the snowboard half pipe event. His long red hair and easy-going attitude was popular with teens and adults alike. The nation was immediately captivated by both the young athlete and the sport.

Snowboarding is a winter sport that involves descending a snow covered while standing on a board attached to the rider’s feet, using a special boot set onto a mounted biding. Snowboarders can ride in several different styles. The most common form of snowboarding is freestyle. Freestyle snowboarding occurs when a rider uses man made slopes and jumps to perform tricks. The next style, freeriding, relies on nothing but the elements to set up a course. Freeriding allows the snowboarder to experience the natural terrain. The final style, Alpine snowboarding, is when riders look for hard packed snow to focus on fast downward speed and sharp turns.

Snowboarding has gained a broad audience largely attributed to the success of the X Games and the Winter Olympics. It is quickly becoming a popular sport nationwide attracting celebrities like Heidi Klum, Angelina Jolie, Tom Cruise and Paris Hilton. Those who live in snowy areas and those who live in the sunny South are all partaking in the adrenaline pumping sport.

According to Mintel’s 2011 study, over 7 million people aprticipated in the sport of snowboarding in 2009, an 8.5 percent increase from 2007. MRI study results from 2011 show that of the snowboarding population, the largest index by far are adults age 18-24. This college snowboarder population will only continue to raise as the sport gains more attention and notoriety.

Of this population we have discovered three main reasons why college snowboarders participate in the sport: for the social aspect, for family bonding while vacation and for the competition. This study will use qualitative and quanitative research to examine each of the college snowboarder segments to find what motivates them to not only hit the slopes, but hit the stores.

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Who is the College Snowboarder? Page 12 College Snowboarder’s Dictionary Sounds of Snowboarding

Top Consumer Insights

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Research Rationale

Snowboarding Then and Now

The college snowboarder segments are all related, but have different motives behind why they chose the sport and why they continue to participate today. Using several research methods we assessed the separate purchasing motives of each segment.

First, we conducted secondary research to evaluate what had already been discovered about the snowboarding consumer. We used Mintel, MRI, and Simply Map to find relevant demographic and geographic information related to the college snowboarding population.

Next, we conducted simple observation research by sitting in on an Ohio University SnowCats meeting to learn about the planning of their annual snowboard and ski trip. Through this we learned what a typical day would be like for a SnowCat on the trip both on and off the slopes.

In order to find out what personal influences motivated the college snowboarder to start and continue the sport we conducted personal interviews with current college students who snowboard on a regular basis.

Research on the history of snowboarding explains that the sport began in the 1960s. On Christmas morning of 1965, Sherman Poppen tied together two skis and started surfing the snow. This new invention allowed him and his kids to surf on the snow and he dubbed it the “Snurfer”.

By 1972 Dimitrije Milovich opened the first modern snowboard company, Winterstick. He received national attention for his business and gained the initial attention for the sport, before he had to shut it down for lack of business.

In 1978 Jack Burton Carpenter and Tom Sims feuded snowboarding to success. Burton came to Vermont to sell his version of the “snurfer” while Sims started selling his boards on the West Coast. Both men preserved as the leading forces and found an industry battle for the top spot in the emerging market.

In 1982 the first national snow surfing competition was held at Vermont’s Suicide Six resort and riders raced downhill while The Today Show and Good Morning America commentated. The following year 40 ski resorts opened their doors to snowboarders. They had originally banned the boarders from the slopes, citing the danger and the rebellious young population that it brought in, but with the popularity on a steady incline they had no choice.

By 1998 snowboarding was debuted at the Winter Games in Nagano, Japan. True to the rebellious spirit of the sport, the snowboarders came through the Olympic village with controversy. The first gold medalist was stripped of the title after he tested positive for marijuana, only to have it returned since the substance was not technically banned.

Shaun White secured snowboarding’s worldwide recognition after his halfpipe performance at the 2006 Winter Olympic Games. That same year he achieved a perfect season and was published on the cover of Rolling Stone Magazine.

In 2009 Mintel reported that snowboarding was the second most popular winter sport and is steadily catching up to the popularity of skiing which held about 1.3% more of the snow sport market share. This particular group of people account for about 2% of the US population.

In conducting our research we looked to answer the following questions: -Is there a relationship to skiing and snowboarding? Do the sports generally cross over?

-What differentiates the college snowboarder from the rest of the snowboarding consumers?

-How do snowboarders go about selecting the products they purchase?

How popular is Snowboarding?

Research Methadology

There are over 3,631,000 people who participate in snowboarding at least once a year. This particular group of people account for about 2% of the US population. The sport is especially popular with high income young adults. A young sport, snowboarding has grown exponentially since it’s beginning only 48 years ago.

By using qualitative research methodologies, we were able to gain insight into all aspects of the college snowboarder.

In-depth, personal interview: We reached out to snowboarders on over 40 college campuses with a survey about the sport. From their responses we selected 15 to conduct personal interviews with. With this we were able to develop an intimate sense of the snowboarder. They shared personal stories, their fears, and their hopes of the sport.

Observational research: We obtained observatory research by attending Snowcats meeting and listening to the planning that goes into their annual trip to Copper Head, CO.

This means that snowboarders are an important market to tap into. Not only is their community growing at a rapid pace, but they are a high income population who will be able to add large amounts of revenue to a brand that can market to them correctly.

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Evolution of Snowboarding

Snowboarding Demographics Quick Look

Age: Snowboarders are younger athletes. 92% of the snowboarding population is made up of adults age 18-49.

Class income: 42% of snowboarders have a household income between $75,000 and $149,000 a year. The next highest percentage were those whose household income totaled over $150,000 a year.

Education: Snowboarders are typically educated. 33% of snowboarders have a college degree plus have participated in some type of continued education. High school graduates follow with 30%.

Using MRI research from 2011 we found that college snowboarders make age 18-24 make up 36% of the snowboarding population.

59% of snowboarders come from a household income of $75,000 or higher a year.

We found that snowboarders come from a large range of educational levels. 33% of snowboarders have a college degree and have participated in some type of continued education. High school graduates are the next highest percentage of participants, following with 30% of the sport’s population. This shows that snowboarding reaches across a wide spectrum of people with different life experiences.

Snowboarding is a sport for singles. 60% of snowboarders are single and only 28% are currently married. This may be because the sport is dangerous and is typically associated with partying, things that a person leaves behind when they get married and start a family.

Using SimplyMap, a program that shows demographic information through map representations, we found that most of the college winter sport population is found in the West. There is also a large population of college snowboarders in Eastern cities like Maryland, New Hampshire and New Jersey. For marketing and advertising purposes, the best target areas would be Western states or large cities in the East. The worst areas to target are the Southern states, which should be avoided by any marketing campaigns directed at winter sports enthusiasts.

Marital Status: 60% of snowboarders are single and only 28% are currently married.

Where snowboarder live by state

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Snowboarding versus Skiing: The Battle for the Slopes

Personal Snowboarding Interviews LAURA KINSELLA

Glenview, IL 19 Current Board: Forum “Winter without snowboarding would be ery boring and lacking the adrenaline rush I get from hitting the slopes”

History of skiing

Skis were used by Scandinavian farmers, hunters and warriors throughout the early modern period.

During the 18th century, the Swedish Army was trained and then competed on skis and in 1875, the first ski club and school were created. In 1903, the wealthy took packaged skiing holidays throughout Switzerland and America competitive skiing a few years following and the National Ski Association in Ishpeming, Michigan. Today The National Ski Association is now known as the U.S. Ski and Snowboard Association. In 1929 the first resort-based ski school was opened in the United State located in Sugar Hill, New Hampshire

by Katherine Peckett. Ski-jumping and cross-country competition was then included in the winter Olympics which was held Lake Placid, New York in 1932.

THOMAS WISBEY

hey T . ong ey’re l a et nk th g t n’ d thi o d tein n y S l a e a t fini r snow Cierr e d e “W up ou us.”

“I don n ’t have tear er tha b a prob t u t t I thin lem w be k they the sl don’t l ith them, opes” ike us - Matt on Grange r see “My parents ski, but I don’t the appeal” - Thomas Wisbey

Akron, Colorado 21 Current Board: Burton “If I had to describe my snowboard gear purchasing habits I’d day I go off of the condition of my current equipment. If something starts to get old or effect the quality of my ride I replace it.”

CHRIS ANDERSON

Phoenix, AZ 22 Current Board: K2 “Snowboarding is a social sport, but sometimes you need to go out on your own to really tune in on improving your skills.”

“We tha share t we ’s as m the sa m have ” - uch c e slop o e Eliz abet mmon s, but g hA nkro roud a s m “Skiing is a sport for people who aren’t cool enough to snowboard” - Adam Scott

CIERRA STEIN

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Columbus, Ohio 19 Current Board: Burton “Winter vacations in my family revolve around hitting the slopes. If I hadn’t become a snowboarder I don’t know what my winters would be like.”

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A Day in the Life of a Snowcat

MARKET DRIVERS

Tentative Plan for Snowcats Annual Trip to Copper Mountain, CO (December 12-16, 2013) Total Cost: $620

Based on the snowboarding website Shayboarder.com, which features different angles of snowboarding; celebrities, different resorts, movies etc., we found that the biggest challenge the snowboarding industry faces today are weather conditions. Snowboarding is a sport that relies solely on snow, hence the term snowboarding.

Resorts can only create so much faux powder to cover the slopes. When mountains are not plushly covered with snow, boarders can’t board. When seasons are bad resorts and snowboard companies alike lose business. rewrite

Thursday 2pm - Leave From Columbus (Case of Beer Provided on Bus for Each Participant)

Given the fact that weather is not controllable, during bad weather conditions for snow all the industry can do is wait it out.

Snowboarder Jonathon Glass comments on the effect snow has on the sport “when the snowfall is good, business is good. When the snowfall is bad, well you get the point.”

Aside from poor weather conditions, another challenge the snowboarding industry is facing is the completion/ contest scene. Snowboarding contains many different competitions and tours sponsored by multiple different companies often with overlapping time. The lack of a central competition causes confusion when identifying top competitors, since many of the competitions are not organized.

Friday 11am - Arrive at Cooper Mountain (Check-in) 12pm - 5pm - Free Time on Slopes 6pm - Cheese and Wine Party 9pm Pub Crawl - Local Bars

Wealth

Saturday 8am - 4pm Free Time on Slopes 5 pm Around-The-World Party

Snowboarding requires a significant financial investment. After purchasing equipment and for travel to the location, boarders also have to pay for access to the slopes and food during their stay. According to MRI research from 2011, those with a household income of over $75,000 a year make up 59% of those who have participated in snowboarding in the past 12 months.

Sunday 8 am - Depart Cooper Mountain Monday 5 am Arrive in Columbus

Geographic Location

According to MRI, the largest index of snowboarders is found in the West followed closely by the North East. Those who live in the South or Midwest are less likely to participate in snowboarding because of the lack of convenience in having to search for a ski resort to travel to.

Uniqueness of Location

Mintel reports that the percentages of the general population who agrees with adventurous statements like “I am not afraid to appear unconventional” and “I like to travel the unbeaten path” raise by at least 6% when those surveyed participate in an extreme sport like snowboarding. College students who are comfortable with being unconventional or adventurous are more likely to participate in snowboarding than those who do not identify with those traits.

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GEAR 101

Top Snowboarding Resorts

What does a snowboarder need to hit the slopes?

1. Buttermilk, CO

Buttermilk features a two mile long slope with smaller hills scattered around the area along with platforms and jumps. It was featured on the X Games and the veteran crew is known for their intense knowledge of the runs and their intricate reworking of the snow every night.

It is essential for snowboarders to have proper apparel and equipment in order to partake in the sport. Snowboarding retailers offer the wide range of equipment needed which entails snowboards, bindings, boots, helmets, goggles, and winter apparel. Top snowboard retail brands focus on selling their product through the lens of an experience, as opposed to a snowboarding essential.

This means not only selling a snowboard, but a culture.

2. Snowmass, CO

Snowmass boasts the number one pipe in the nation. There are a multitude of transitions and turns for multiple use and the low traffic area makes for less wait time to hit the runs.

3. Keystone, CO

Keystone has five trails with terrine built specifically for freestylers. It is divided by difficulty with shred and jump lines scattered throughout. It’s unique street style course is a crowd favorite.

4. June Mountain, CA

June Mountain is a one of a kind unbound park that allows a boarder to go continuously through the whole course if they can keep up with the progressing difficulty levels.

5. Mammoth Mountain, CA

Mammoth Mountain is known as the “big kid’s snow playground” of California. It has 15 to 30 foot jumps in one area, another that features a forest trail that allows boarders to duck past trees in a “true freestyle environment” and a main park with 80 foot slopes that pros are known to frequent.

Snowboard

Buttermilk, CO

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Out of all the snowboarding necessities, the snowboard itself is the heart of it all. A snowboard is selected based on various factors including skill level, gender, riding style, and price. The college snowboarder desires a board design that captures their personality and can single them out in a crowd of their goggle clad peers.

Bindings

Boots

Snowboard bindings Purchasing the corkeep the ever soar- rect boots is crucial ing snowboarder to the sport. The comfortably in tact boot is a definitive on their board. The factor in the snowengineered design board and binding of a binding deter- purchase process, mines maneuverand all three items ability capabilities, need to coincide for and bindings have an enjoyable and safe adjustment settings boarding experience. to accommodate The liner of the boot each individual. The must be up to par; ideal binding enables cushioning, warmth, speed, comfort, and and dryness are security as a snow- as important as its boarder is stealing cohesion with other the slopes. boarding items.

Helmets

Goggles

Goggles not only proHelmets tend to vide face and eye procarry an ‘uncool’ tection from the harsh stigma, but it is a boarding accessory winter weather condithat should not be tions, but the right pair will eliminate the glare left in the lodge.

They provide a dire from the glistening layer of safety, which snow. Goggles must fit is essential in a sport comfortably around the snowboarders full of risks and head, so proper padrebellion. Helmet purchasing is based ding is crucial. The on size, fitting style, lens itself comes in various styles, but and compatibility covers a broad range with goggles. of the face. Ensuring that fog will not be an issue, snowboarding goggles are engineered to block out the fog.

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Who is the College Snowboarder?

Social Snowbunny Sally

Vacationer Vince

The Dictionary of a College Snowboarder BAIL-this term is used when you don’t land a trick.

Competitive Cal

BONED OUT-used to explain the emphasis of style in a trick. if someone

"boned out a indy" they would grab hard and create an emphasis of the maneuver such that his/her legs may appear extended or stretched to a maximum degree. or the style of the indy was more.

CARVING-This is another word for turning, which is linking together toe and heel turns.

CHATTER- When the board shakes because of the rough terrain.

FAKIE-Riding the snowboard backwards from a normal stance FALL LINE-The route directly down the hill; it is the most direct path down a mountain.

Sally is 22 and a senior at a public state college. She is an only child and began snowboarding at the age of 10 while on a family vacation. Her parent’s $125,000 yearly household income has made for a comfortable upbringing and they continue to support her through her college years. When Sally first came to college she joined the snowboarding club and now goes on the two biannual trips every year with them. She associates snowboarding with social drinking and having fun on the slopes with friends.

Vince is 18 years old and a freshmen at a private college. His mother is a teacher and his father works for a private law firm. He is one of three children and looks forward to his family’s annual vacation to a Colorado ski resort. Both of his parents ski while Vince and his two older brothers were drawn to snowboarding. He has been on the slopes as a boarder since the age of 13 and uses the same snowboard he bought as a beginner. He is working his way up to harder slopes each year and associates the sport with fun and family bonding.

Cal is 20 and a sophomore at a public college in Utah. Cal grew up in an affluent family with one sister. He also grew up with the sport of snowboarding, learning at a very early age from this parents who loved to ski. Cal goes snowboarding at least once a week. He doesn’t need his friends or family to accompany him to the slopes because he is there to practice his board tricks and get an adrenaline rush from double black diamond slopes. He competes in snowboarding competitions throughout the year is always looking for ways to improve his skills.

JIB-The act of riding on something other than snow, i.e. rails, trees, garbage cans,

log

SHRED-To tear up the terrain; carve with intensity SHREDDIN THE GNAR-This means riding the terrain or

“We’re going snowboarding.”

STOMP-This term is used when you land a trick.

WARBLE-a large chunk of snow on which one ollies, spins on top of, and rides

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Putting it all together Top Consumer Insights

The Sounds of Snowboarding Snowboarding and music essential to each other. The snowboarder is nothing without a new soundtrack that pumps their adrenaline. Music plays a large role in a snowboarders performance on the slopes. It’s there from the time the snowboarder drives to the slopes, rides up the ski lift and down the trail, and unwinds on the car ride home. Music is as important to the snowboarder as their snowboard. Music affects the snowboarding industry more than one may think.

Pro snowboarders and amateurs alike claim that there music is a large part of what gets them stoked before hitting the slopes. “I couldn’t imagine a day snowboarding without music,” says Nina Zalenski 21 year old snowboarder. “Right before I look down from the top of a mountain I wait for a song to give me the extra boost of courage that I need.”

But music is more to the snowboarder than just a instant of courage (or line in a song), it’s a part of a living and breathing culture. Snowboarders aren’t just attracted to ski resorts anymore. These adrenaline junkies seek out more than just an ordinary resort. That’s why ski resorts have figured out that they need to offer the snowboarder more. Ski resorts set up music festivals designed to include snowboarders favorite artists that they listen to while shredding down the slopes. Music festivals offer snowboarders a chance to relax at night and listen to music with like minded people. Snowball music festival in Winter Park Colorado is one of the most esteemed attractions for “snowballers.” The three day festival featured Krewella, R.A.C, and Wookiefoot. The festival wouldn’t be complete without an after party that lasts until day breaks and snowboarders are ready to hit the slopes again.

Music festivals offer a glimpse into the snowboarding culture. Festivals include vendors and merchandise.

“Snowboarding is an activity that is very popular with people who do not feel that regular skiing is legal enough.”

- Dave Berry

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References 2012 resort poll: top 10 parks. (2012, October 12). Retrieved from http:// snowboarding.transworld.net/1000161693/uncategorized/2012-resort-poll-top-10-parks/5/ Geographic Research, Inc. (2012). Census 2010 Data. Retrieved from SimplyMap database.

MacArthur, P. (2010, February 10). The top ten important moments in snowboarding history. Retrieved from http://www.smithsonianmag.com/history-archaeology/The-Top-Ten-Most-Important-Moments-in-Snowboarding-History. html Mediamark Internet Reporter. Mediamark Research, Inc. (Fall 2011). Product Leisure/Sports (Snowboarding). Retrieved April 1, 2013 from MRI Mediamark database: http://www.mriplus.com.

Mintel (2011). Action and Extreme Sports- US-2011. Mintel Oxygen, (2010) Lewis, M. (2013, March 14). A call to action: Flow ceo anthony scaturro on building snowboarding’s future. Retrieved from http://business.transworld. net/125646/features/a-call-to-action-flow-ceo-anthony-scaturro-on-buildingsnowboardings-future/ Snowboarder’s glossary. (n.d.). Retrieved from http://snowboarding.about.com/ od/snowboardingterms/Snowboarding_Terms.htm

Appendix In-depth Interviews - 6-7, 14 Online Survey Results - 6-7, 11, 13-14 Observational Study - 8

Brand Essence: Burton Snowboards

Table of Contents Category Description Page 1 Brand Description Page 1 Product Description

Page 1 Brand Architecture

Page 2 Kings of the Slopes Page 3 SWOT Analysis

Page 4 Brand Matrix

Page 5 Brand Positioning

Page 5 Brand Archetype Page 6 Brand Color Page 6 Brand Character Page 6 Brand Song Page 6 Brand Voice Page 6 Emotional Benefits Page 7 Rational Benefits Page 7 Quanitative Research Page 7 Ethical Issues Page 7 Sponsorship Ideas Page 7 Jake Burton, founder of Burton

Category Description

Brand Architecture

Burton is a primary brand, offering hundreds of products under their brand name. Their three main categories are hard goods, which include snowboards, binding and boots, soft goods, which include apparel, and bags. The simple black and white curved arrow is the unifying logo for all of Burton’s products. The brand is known internationally by both its name and logo. Burton also owns four sub-brands that they shadow endorse. Each segment dips into their own niche market. Anon produces eyewear for extreme sports. RED produces protective gear for extreme sports. Gravis produces footwear for snowboarders as well as skateboarders and surfers and Analog produces clothing.

Within the snowboarding product category there is a distinct group of category leaders followed by smaller brands working their way up in the $500 million industry. The consumers that were with the sport from its creation have stayed loyal to the brands that started there with them. While smaller companies cater to niche markets, five main brands dominate the growing category.

Since snowboarding equipment can be very similar, companies in this category are looking for new ways to differentiate themselves from their competitors. A common theme for snowboarding equipment producers is to sponsor a competition that will be aired on television as well as individual athletes that appear in both national tours and local competitions.

Due to the average age of snowboarders, brands in this category try to exemplify the easy going and nonconventional attitude of their young consumer. Understanding that there are several segments of consumers within this age group will help a brand succeed in this category.

Burton Products Hardgoods

Brand Description

As the first successful retailer of snowboards, Burton serves both beginners and veterans of the sport. Burton snowboards are reliable, authentic, and unpretentious. Burton prides itself in helping snowboarders achieve their goals by catering to their individual product needs and providing education on and off the slopes.

Softgoods

Shadow Endorser Products

Bags

Anon

Eyewear

Protective Wear

Gravis

Analog

Footwear

Product Description

Burton product set can be counted on to be high quality and technologically advanced. It’s boards, binding, boots and apparel are recognized by consumers internationally as the brand to rely on. Seeing a new Burton product on the slope is like seeing a new piece of technology that hasn’t hit stores yet because Burton doesn’t have it, it hasn’t been created yet.

RED

Clothing

Why stay in the shadows?

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Why stay in the shadows?By shadow endorsing Anon, RED, Gravis and Analog, Burton has allowed each brand to differentiate itself to target different consumers. Anon and RED target those who want to look great while pushing their limits in extreme sports. They also extend the equipment to the skiing segment of the winter sport industry. Gravis and Analog target skateboarders, snowboarders, surfers as well as non-athletes with their apparel and footwear. This extends the brand beyond extreme sports athletes to fit the needs of lifestyle consumers, in turn widening the net for profitability.

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King of the Slopes Snowboarders’s Top Picks Burton Snowboards

Founded in 1977, this privately held company is one of the original modern snowboard manufacturers and a leader in the field. They have retail locations around the world and they team with several philanthropic efforts. Burton Snowboards fields a team of top snowboarders who both compete and serve as leading product testers. Four of the best known pros in the world—Shaun White, Hannah Teter, Kelly Clark and Nicolas Muller—are currently being sponsored or have been sponsored by Burton. In addition to Burton Snowboards, the company also has started or acquired several related independent companies that produce helmets, optics, and surfboards.

Forum Snowboards

Forum is a snowboard company focused on equipment, accessories and apparel for the freestyle rider. The company’s attitude is embodied in a statement on its website: “There are people who snowboard, and then there are snowboarders. We make products for snowboarders.” Forum reaches out to the community for feedback via “The Honeypot,” the tech incubator on its website, where the company presents design concepts and ideas and gets feedback from its community.

Head

Head is a leading global manufacturer and marketer of premium-branded sports equipment including winter sports, racquet sports, and diving. Its winter sports division includes Alpine skis, snowboards and related boots and bindings. Head’s racing team helps draw attention to the quality of its products. Head has enabled the snowboard division to expand and advance the products. It fields professional, rookie and several national teams of riders.

K2

K2 Sports was founded more than 45 years ago to be America’s ski company and was instrumental in transitioning skis from wood and metal to fiberglass. K2 Sports’ portfolio of brands includes leaders in skis, snowboards, snowshoes, bike, in-line skates, Telemark/Nordic ski equipment, apparel and accessories. Like the other action and extreme branded manufacturers, the K2 brands each field a team of premier professionals who endorse their products.

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Brand Matrix

SWOT Analysis Strengths -Seen as the “first” and “authentic” snowboard manufacturer -Constant innovation makes them the obvious category leader -Diverse product group and shadow endorsements reach large consumer base -Since the company was built by snowboarders they understand the consumer’s attitudes and aspirations -Celebrity endorsements give them mass amounts of publicity -Caters to adults and youth

Most Quality

Weaknesses

S W

Forum

-The consumer leaves the sport around the age of 30 - Snowboarders do not want to conform, so possessing strong brand recognition might not be positive in the long run -Snowboards are expensive, so the person has to first be committed to the sport to make the purchase -Limited retail locations

Burton

KZ

$

$$$

Opportunities

O

-The market is expanding and more consumers are flocking to the sport -Branching out into ski related products -Upcoming 2014 Winter Olympics Growing number of snowboarding clubs on universities

Threats LIB Technologies

T

-Smaller brands could take away the serious non-conformist consumer -Branching into too many product areas could be spreading the quality of work too thin -Brands produced in the U.S.

Least Quality Burton’s Positioning Statement

To snowboarders of all ages, Burton is the clear brand of choice when it comes to selecting snowboarding gear. It competes mainly snowboarding companies who have also established their brand and are branching out to other parts of the extreme sport market. Burton is the most recognized brand for high quality and dedication to the consumer.

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Emotional Benefits

What does it mean to be the Burton brand?

-Burton consumers feel excited about hitting the slopes -Burton consumers feel welcomed and supported by the resources they are offered -Burton consumers feel privileged that they can ride on a top brand board -Burton consumers feel adventurous about all of the opportunities that open up to them with their board

e p y t e h c rs r A consume s s w a o ll a Brisaanbrdand for explorreearsu.tIhtentic and fulfiullaliintgy.

divid r, mo Burton e a bette s their in ding loc s e n r e i p r x e e p to ex them boar allowing tion on the best portance of le i h w e lif rma e im ives info sizing th gs.

Burton g scape to, empha new thin e g o n t i s c n n e o i i t ca exper out and seeking Red is bold. It stands out against all other colors and refuses to be ignored. That’s what Burton Snowboards is as a brand.

Red is always recognized, just like Burton snowboards.

When you see Red flying down the slopes you dont miss it, and you don’t miss Burton Snowboards.

Brand Color: RED

Quantitative Resarch Question

38% Burton 26% Forum 8% Head

Burton is an authentic brand that values being expressive and loyal. It is innovative and encouraging, while always looking for the next opportunity to be adventurous.

Brand Song

-Burton provides a wide product set including products for consumers who are not snowboarders -Burton offers full support and education both before the customer buys a board and after their purchase -Burrton consistently produces high quality products

When you purchase your next snowboard what brands would you be most interested in?

Brand Charachter

Thrill of it- Empire of the Sun “Walking on a Dream”

RationalBenefits

18% K2 10% LibTech

Brand as a Voice

When you get seated next to Burton on the know you are ski lifts you im in the presence mediately of a top dog. B casual and op urton is confi enly shares fa dent, but vorite snowbo you. When yo arding slope lo u hop off the ca ti lift Burton no the pack in st nchalantly race ons with yle. You know s a head of aft er you get to th you can conta ct Burton wit e b o tt o m o f the slope h questions b a supportive fr ecause you w iend who will il l a lways find be happy to h elp.

We polled over 40 campuses nationwide in interviews about what brand of snowboard they would prefer to purchase next. Burton was the clear choice with over 10% more precedence than other brands. Forum was the second place choice running 12% behind Burton. Together the two carried 64% of the preference of those who were surveyed.

Ethical Issues Inherent in the Brand

Burton caters to a consumer community that is highly associated with alcohol and drug consumption. When deciding how to market the brand Burton needs to be especially sensitive to how it associates itself with this “partying lifestyle” as those who are already skeptical of them as serious athletes.

New Sponsorship Recommendations

We are always running For the thrill of it, Thrill of it Always pushing up the hill Searching for the thrill of it

- X Games: with the spirt of the X Game and high volume of thrill seekers in attendance this would be a perfect opportunity to capitalize on - The 2014 Winter Olympics: The Olympics are a time for snowboarding to gain international recognition.

There is no better time to put Burton in the spotlight.

- Lifesupport: Lifesupport is the newest innovation in drinking remedies. Snowboarders are always looking for the best product on the market and are notorious for engaging in the party scene. This “hangover cure” would be sure to attract college snowboarders

On and on and on We are calling out and out again Never looking down I’m just in awe of what’s in front of me - Thrill of it, Empire of the Sun lyrics

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