Montana Vehicle Emergency Kit

1 / 21
About This Presentation
Title:

Montana Vehicle Emergency Kit

Description:

As Seen on TV. AccessConnect. Red E Kit. MSE. Comprehensive Kit. Economy Kit. Low. Price ... Emphasis on the comprehensive nature of our product, able to meet ... – PowerPoint PPT presentation

Number of Views:54
Avg rating:3.0/5.0
Slides: 22
Provided by: msubil

less

Transcript and Presenter's Notes

Title: Montana Vehicle Emergency Kit


1
Montana Vehicle Emergency Kit
  • Montana Safety Equipment

2
LEFT OUT IN THE STORM?
  • Be prepared and protect those you love with a
    Made in Montana Roadside Emergency kit, brought
    to you by Montana Safety Equipment.

3
Objectives
  • Increase public safety awareness.
  • Provide a made in Montana emergency roadside
    kit for Montana drivers.
  • Get MSEs emergency kit into 1 of all lone
    commuter vehicles in Montana.
  • Kits for 5 of teen drivers.
  • Kit costs about 56 and can sell for 60, leading
    to profits of 27,200 (minus advertising
    expenditures).

4
Target Market
  • Montana drivers
  • 973,000 vehicles, 562,000 drivers
  • Lone commuters
  • 86 of Montanans drive to work alone.
  • Parents of teen drivers
  • 7 of drivers are 16-20 years old.
  • At the greatest risk for single vehicle accident.

5
Strengths Weaknesses
  • Strengths
  • Common product customized with Made in Montana
    concept and products.
  • Contains Montana specific items (for Montana
    climate).
  • Creates a sense of safety for consumer.
  • Weaknesses
  • Primarily a seasonal product.
  • Establishing a new company.

6
Opportunities Threats
  • Opportunities
  • Montana population growth (increase from 935,000
    in 2004 to 962,000 in 2010)
  • Timing coincides with increasing promotion of
    road emergency survival tips.
  • Can easily modify kit for sale in other states
    with similar climates.
  • Threats
  • Large number of competitors.
  • Typically a one-time purchase, not a rebuy item.

7
Product Life Cycle
  • Product market in market maturity stage.
  • Focus for MSEs kit is differentiation Montana
    Made in order to capture market share.

8
Contents of MSE kit
  • Tri-fold shovel
  • Emergency survival blanket
  • Three emergency candles
  • Water proof matches
  • Kinetic flashlight (shake to charge)
  • Signal mirror
  • Whistle
  • Multi-tool (with screwdrivers, pliers)
  • Band-Aids
  • Gauze
  • Gloves
  • Three sets of hand-warmers
  • Jumper cables
  • Three road flares

9
Target Audience
  • Working professionals with teenage children.
  • Commuters who predominantly travel solo.
  • Approximate age 25-55.
  • Concerned with safety of self and/or family
    members.
  • Wishing to support local Made-in-Montana
    company and products.

10
Purchasing Process
  • Governments increasing push for safety awareness
    and road hazard survival leads more consumers to
    be interested in this product category.
  • Purchase typically not an impulse decision.
  • Parents make purchase for teenage children
    seeking to ensure survival in case of accidents
    and for peace-of-mind.
  • Commuters purchase for themselves, or for fellow
    commuters, also for peace-of-mind.
  • Purchase Made in Montana product, even though
    cost is slightly higher than market, to support
    local business.
  • MSE product available at www.MadeinMontanausa.com,
    Buffallo Chips, and the Made in Montana store in
    Helena, as well as local stores carrying Made in
    Montana products throughout Montana.

11
Competitors
  • asAsseenOnTV.Com
  • 150 pc emergency kit for 29.95 10.95 s h
  • (lesser quality)
  • AccessConnect.Com
  • 11 pc emergency kit for 29.95 s h
  • (lesser quality)
  • AAA
  • 39 piece kit retail for 29.95 s h
  • Red-e vehicle kit
  • 80 piece kit 259.95 s h
  • (more supplies for survival)

12
Competitor Analysis
Comprehensive Kit
Low Price
High Price
Economy Kit
13
Market Dimensions
  • Market potential is 973,000 vehicles, 562,000
    drivers.
  • Current target of 1 of commuters is
    approximately 4800 drivers.
  • Current target of 5 of teenage drivers is
    approximately 2000 drivers.
  • Estimated population growth leads to an estimated
    increase in drivers from 562,000 to at least
    579,000 by 2010 (estimating 60 of Montanas
    drive).
  • (562,000 drivers 86lone commuters14833
    drivers)
  • (562,000 drivers 7teen drivers 51967
    drivers)

14
Consumers Will
  • Become interested or aware of the problem
  • Use psychological influence of maintaining a
    state of readiness in case of emergency.
  • Use social influence regarding safety of loved
    ones.
  • Emphasize the winter season as hazardous and the
    time to purchase is NOW!
  • Recall and gather info re possible solutions
  • Emphasis on the comprehensive nature of our
    product, able to meet the challenges of Montana
    winter stormsno need to purchase other products,
    all in one inclusive.
  • Evaluate alternative solutions perhaps try some
    out
  • Must continue to emphasize the LOCAL attributes
    of our product.
  • Decide on appropriate solution
  • Emphasis on product satisfaction will be so high,
    they will want all family and friends to carry
    the same equipment - peace of mind.
  • Evaluate the decision

15
Strategy Considerations Product
  • MSEs kit is a specialty product that will be
    treated as a Homogenous Shopping product.
  • Market is in maturity stage.
  • Customer service must be kept at very high level.
  • MSE guarantees kit for 3 years.
  • MSE supports Made in Montana.
  • MSE can personalize kits for low cost.
  • Embroidery services available from Montana
    Correctional Enterprises.
  • Cultural Sensitivity
  • Product supports current trend towards emergency
    safety and survival.

16
Strategy Considerations Place
  • Market exposure required is at least 50 of all
    teen drivers, parents of teen drivers and
    commuters.
  • Direct channel distribution
  • Web-site based order and customer service
    available.
  • Direct access
  • Also linked through Made in Montana web-site.
  • Indirect channel distribution
  • Retail sales through stores that carry Made in
    Montana goods.
  • School fundraiser option.

17
Strategy Considerations Promotion
  • Emphasize safety and peace-of-mind.
  • Remind consumers of hazards of winter driving in
    Montana.
  • Rapidly changing weather means severe winter
    storms with little or no warning.
  • Extreme cold, wind, and ice conditions lead to
    increased accidents.
  • Remind consumers of the importance of being
    prepared for emergencies.
  • Emphasize Made in Montana
  • Encourage consumers to be prepared and to support
    local businesses.

18
Strategy Considerations Promotional Blend
  • Advertising
  • Through Made in Montana web-site.
  • Print media in the local newspaper.
  • MSE business cards with company contact
    information and web-link.
  • Personal Selling
  • Through direct contact with consumers.
  • Through school fundraiser promotion.
  • Sales Promotion
  • Discount on multiple kit purchase.
  • Fundraiser Options
  • Schools 25 of profits returned to schools.
  • Charity 25 of profits returned to charity.
  • Both options include school logo/charity logo
    embroidery.

19
Strategy Considerations Price
  • Demand is relatively inelastic.
  • Specialty item with few substitutes.
  • Low mark-up due to primarily direct channel
    sales.
  • Customer value impact through promotion
  • School and charity purchases for good cause.
  • Made in Montana purchases for supporting local
    business.
  • List price adjustments for quantity order passed
    on to consumer.

20
Special Implementation Problems to be Overcome
  • Company size.
  • High time investment by all parties to facilitate
    sales and customer service.
  • Contact with schools and school organizations
    with fundraising option.
  • Contact with local charity organizations and
    businesses with charity fundraising option.
  • Regular contact with local Made in Montana
    retailers.
  • Financial considerations
  • Small business loans available.
  • Limited individual resources.

21
Sources
  • Drivehomesafe.com/just_4_u_teens.htm
  • www.stats.indiana.edu/state_projections_2010.xls
  • Quickfacts.census.gov/qfd/states/30000.html
  • www.mdt.mt.gov
  • www.knowthis.com
  • www.AsSeenOnTV.com
  • www.aaa.com
  • www.accessconnect.com
  • www.madeinmontanausa.com
Write a Comment
User Comments (0)