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Transcript of Burton Pitch
Has near-complete saturation of the market. 40% to 70% market share.
Has been the front-runner of the snowboarding industry since its inception.
Burton is virtually as synonymous with snowboarding as Kleenex is with tissue.
Quality brand: Burton consistently gets positive marks on its products.
Dominates the competitive side of the sport with a slew of sponsored riders and events Its sponsored snowboard team includes heavy hitters like Shaun White and Kelly Clark, who both garner more attention than most riders.
Designed 2010 Olympic U.S. Snowboard Team uniform; earned tons of media attention. (According to USA TODAY, Burton earned an estimated $33 million in free exposure during the 2006 Winter Games.)
Rider-driven company; Burton’s employees are all snowboard enthusiasts themselves, with an intimate knowledge of the sport and its culture
Rift between core and mainstream riders; core feels that Burton has “sold out.”
Rift between skiers and snowboarders.
Snowboarding’s “dirt bag” image hinders its efforts to expand the brand and sport .
Lacks female-based clientele. According to 2007 statistics, only about 27% of total snowboarders are women (Steamboat Today, 2010).
Shaun White is a contested figure within the snowboarding world thought to be a sell-out.
Snowboarding is seen as dangerous and intimidating. OPPORTUNITIES
Creating new, all-season product lines.
Expanding consumer base; converting skiers to snowboarders, drawing in both younger riders as well as female riders.
Uniting skiers and snowboarders through brand.
Tapping into college market with branded snowboarding trips.
Capitalizing on social media to garner free, consumer-generated promotion.
Further branding the lifestyle surrounding the sport, with music as just one example.
Main manufacturing facility moving from Vermont to Austria, which will make production more cost-efficient. Burton can start offering lower-priced lines.
Nike entering snowboarding category.
Economy: Sales of winter sports equipment fell 8% last year, and orders for 2010 were down 25% by February, reports the SnowSports Industries America trade group. By one estimate, nearly 10 small snowboard shops went shut down every week in 2009 (USA TODAY, 2010).
By expanding, run risk of completely alienating core group of riders and losing touch with Burton values.
Poor snow seasons and rising temperatures, especially in light of global warming. Competitive Landscape BOOTS Ride
Arbor OUTERWEAR 686
Rome BINDINGS Ride
K2 TARGET: COLLEGE STUDENTS ACTIVE ATTITUDE TECH-SAVVY ENGAGED CONNECTED WILLING TO TRY TREND SETTER DILEMMA: How do we expand the brand without alienating core riders and
losing the core aspect of our brand personality? FEARLESS
LIVES TO RIDE
CORE With a shaky economy, Burton needs to target the most stable, trendsetters of tomorrow. Burton has an opportunity here to tap into an active demographic that holds $250 billion in projected spending power. College students love to go out, party, and have a good time. They like to take risks, experiment, have a good laugh, and do it all with their friends. Certainly, this age group lives the Burton lifestyle off the slopes; the challenge is to get them living it on the slopes. College Students are 142% more likely than the general population to have snowboarded in the last 12 months. -SMRB, 2006 “Campus marketing can plant the seed for a lifelong brand relationship and also targets consumers who have a better chance of earning higher salaries later in life.”
-Mintel, 2009 SHAUN WHITE