FINAL REPORTTeam 1

IPCONSIDER2014

• Participants:• 340 participants

• 3 countries: Iceland, Italy and Switzerland

• Research steps: • Questionnaire

• Data analysis plan

• Analysis

• Report

Methodology

• 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

• 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

Choice of country

Cultural variations

Geographic segmentation

Marketing strategy

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

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

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

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

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

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?

Gender analysis

Tourer profile

LEISURE33%

FITNESS31%

FITNESS34%

RACER30%

TOURER20%

RACER21%

Gender analysis

Bindings: 3 main criteria

Commodity on going uphill

19%

Safety28%

Lightness32%

MALE FEMALE

Safety42%

Lightness28% Commodity on

going uphill15%

Gender analysis

Ideal boots criteria

2Lightness

3Rigidity

1Comfort

4Warmth

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

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

Equipment preferencesBindings benchmark

LightnessSafety

Commodity on going uphill

BINDINGS MARKET SHARE

Dynafit Diamir ATK Marker

Fritschi Plum Others

Off-pist vs on-pist motivations

• Early in the morning• During several days • Sleeping in shelters

Frequency and practice

• 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

• 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

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€

• 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

• 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

Thank you