Title: Montana Vehicle Emergency Kit
1Montana Vehicle Emergency Kit
2LEFT 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.
3Objectives
- 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).
4Target 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.
5Strengths 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.
6Opportunities 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.
7Product Life Cycle
- Product market in market maturity stage.
- Focus for MSEs kit is differentiation Montana
Made in order to capture market share. -
8Contents 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
9Target 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.
10Purchasing 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.
11Competitors
- 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)
12Competitor Analysis
Comprehensive Kit
Low Price
High Price
Economy Kit
13Market 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)
14Consumers 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
15Strategy 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.
16Strategy 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.
17Strategy 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.
18Strategy 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.
19Strategy 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.
20Special 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.
21Sources
- 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