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FINAL REPORTTeam 1
IPCONSIDER2014
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• Participants:• 340 participants
• 3 countries: Iceland, Italy and Switzerland
• Research steps: • Questionnaire
• Data analysis plan
• Analysis
• Report
Methodology
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• Is the ski touring practice different according to the country the consumer is from ?
• Do women and men have different needs regarding ski touring equipment ?
• Are there different ways of practicing touring depending on the consumer objectives (On pist touring, off-pist touring,…)
• Is the equipment the consumer need different according to the practice he does?
Salomon’s objectives
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• 51% of our sample consists of Switzerland responses.
• Possible bias due to the selection process of the practicioners, easier to find out expert people than people that practice ski touring once a year.
• Practitioners recruitment
• Only 23% of our sample consists of females
• Currency differences
• The variable “up/downhill” gave us several not-significant results according to our sample.
General assumptions
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Choice of country
Cultural variations
Geographic segmentation
Marketing strategy
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Overall practitioners profile
27,4
20,9
51,8
Sample of 340 practitioners
Iceland Italy Switzerland
22,9
77,1
Females Males
Gender repartition
18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60
0
5
10
15
20
Age distribution
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34,5
16,3
27,7
15,5
25,6
18,9
23,8
34,9
38,4
26,2
23,3
15,1
Iceland
Italy
Switzerland
0% 20% 40% 60% 80% 100%
On pist profile
Racer
Tourer
Fitness
Leisure
69,6
78,9
55,7
26,1
14,1
38,6
Iceland
Italy
Switzerland
0% 20% 40% 60% 80% 100%
Off pist routes
Easy routes Medium routes Hard routes
Country analysis - Practices
28,438,7
4,2
71,661,3
95,8
Iceland Italy Switzerland
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
On / Off pist
Off pist
On pist
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Country analysis - Practices
71%
28%
Iceland
20/80 50/50 80/20
51%41%
8%
Italy
20/80 50/50 80/20
20%
52%
28%
Switzerland
20/80 50/50 80/20
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Country analysis - Practices
20,4
4,2
4,5
35,5
16,9
5,1
29
29,6
17
14
33,8
45,5
15,5
27,8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Iceland
Italy
Switzerland
Number of practicing days / year
Less than 5 days 5-10 days 11-20 days 21-50 days 51 and more days
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Gender analysisDo you own specific boots and bindings for ski touring?
0
10
20
30
40
50
60
70
80
90
Male Female
Special bindings
Yes No
0
10
20
30
40
50
60
70
80
90
Yes Both No
Special boots
Male Female
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Gender analysis
MALE
FEMALE
MALE FEMALE
Less than5 days
9,2% 7,7%
5-10 days 14,5% 20,5
11-20 days
21,4% 28,2%
21-50 days
34,7% 33,3%
51 or more days
20,2% 10,3%
How often do you buy new ski touring boots?
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Gender analysis
Tourer profile
LEISURE33%
FITNESS31%
FITNESS34%
RACER30%
TOURER20%
RACER21%
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Gender analysis
Bindings: 3 main criteria
Commodity on going uphill
19%
Safety28%
Lightness32%
MALE FEMALE
Safety42%
Lightness28% Commodity on
going uphill15%
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Gender analysis
Ideal boots criteria
2Lightness
3Rigidity
1Comfort
4Warmth
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Equipment preferences
20/80
1. Comfort2. Perfect control of trajectories and stability3. Rigidity front/rear4. Lightness
Boots criteria according to up/downhill50/50
1. Comfort2. Lightness3. Walkability with a large range of motion4. Ease to move from walking to skiing function
BOOTS BOOTS
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Equipment preferencesBoots benchmark
Criteria 1 Criteria 2 Correlation
Warmth Comfort +0,3
Rigidity lateral support -0,34
control of trajectories adjusted lock off -0,36
control of trajectories homgeneous hold -0,31
Walkability walking to skiing -0,49
Walkability regular foot roll -0,42
walking to skiing Lightness +0,34
IMPORTANT CRITERIA BOOTS MARKET SHARE
Scarpa Dynafit
Garmont Black diamond
Atomic Others
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Equipment preferencesBindings benchmark
LightnessSafety
Commodity on going uphill
BINDINGS MARKET SHARE
Dynafit Diamir ATK Marker
Fritschi Plum Others
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Off-pist vs on-pist motivations
• Early in the morning• During several days • Sleeping in shelters
Frequency and practice
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• Most of the people (60%+) who go on pist belong to the “racer” or “fitness” categories.
• Majority of the people who go either off pist or on pist(50%+) see themselves or picture themselves as adventure touring (50/50)
Off-pist vs on-pist motivationsTourer profile
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• Around 61,3% of those who go off pist have master techniques and are autonomous with security
Off-pist vs on-pist motivations
• 9,1% of those who go on pisthaven’t acquired security knowledge
Safety knowledge
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Target groupGender: maleNationalty: IcelandicAge: 18-30Motivation: RacingPractice: 20/80 Frequency: 51 days or more a year Annual budget: 800€and more.
Gender: femaleNationalty: ItalianAge: 31-60Motivation: LeisurePractice: 50/50 Frequency: 21-50 daysAnnual budget: 0-500€
Gender: maleNationalty: SwissAge: 46-55Motivation: FitnessPractice: 50/50 Frequency: 21-50 daysAnnual budget: 500-800€
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• During our study we found out that the country differences affect the ski touring practice, and according to this we defined 3 profiles that can be targeted by Salomon in the different countries.
• Quite homogeneous population in terms of equipment features, buying habits and brands.
• Off pist: more days per year, early in the morning, during several days and weekends, medium routes.
• The technical features are homogeneous (top ideal 3 features)
Conclusions
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• Approach the market using mass marketing in Italy,
• E-commerce in Iceland
• Quality-oriented marketing in Switzerland
• Reach males through advertising (buy new material more often)
• Targeting women by focusing on: • sharing and creating lifetime memories • focusing on comfort and warmth
• Attention on blogs, forums, with opinion leaders on the internet
• Setting up specialised stands within the stores
• Staff training: deep knowledge about the products
• Investing in the events (specialized, outdoor fairs)
Recommendations
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Thank you