Scotland

1
Scotland

• Presented by Michael Neil, Cameron Connally and
  Natalie Joseph

2
Earth

• Scotland is a nation in northwest Europe and is
  one of the four constituent countries of the
  United Kingdom.
• Consists of over 790 islands.

3
Earth

• Scotlands climate is generally colder than the
  rest of the United Kingdom. The winters maximum
  average is 42.8 F in the lowlands, and is 64.4
  F in the summer.
• Western Scotland is usually warmer due to the
  Atlantic Ocean currents.
• The Inner Hebriges is one of the sunniest places
  throughout the country. It roughly has 300 days
  of sunshine.
• Western Highlands of Scotland are the wettest
  place, averaging 120 inches of rainfall each
  year.

4
Geography

• There are 3 main subdivisions
• the Highlands and Island,
• the Central Lowland
• the Southern Uplands.
• Ben Nevis, the highest mountainous peak reaches
  4,408 feet.
• Surrounded by the Atlantic Ocean, North Sea, The
  Minch, Little Minch, Firth of Lorn, Firth of
  Clyde and Firth of Forth

5
History of the Scots

• There are many theories as to where the Scots
  originated from. Most articles speculate that
  they were early hunters around 11,000 years ago
  after the end of the end of the Devensian
  glaciation.
• The modern Scots are a blend of early hunters,
  Romans, and Picts.

6
History Timeline

• 8500 BC- Mesolithic hunter-gatherer camps form
• 3500 BC- Neolithic farming brought permanent
  housing
• 1000 BC- Hill forts start to appear among
  quarrelsome tribes and small kingdoms
• 79 AD- Romans invade Scotland
• 1018 AD- Battle of Carham. Malcolm II defeats the
  Northumbrians and pushes Scotlands border to the
  River of Tweed where it remains today

7
History Timeline
1274-1329 Robert the Bruce- King of Scotland,
defeated the English army and freed Scotland
from English rule ending the 30 years of
Wars of Independence ?-1305 William Wallace See
Braveheart 1542-1587 Mary Queen of
Scotts Became queen when she was only 6 days
old. The first female to rule Scotland
8
Celtic Creation Myths

• Giants were believed to be the original gods.
  One giant was believed to have been frozen by the
  first winter. Fire came and melted him and his
  body became our world. His blood filled up our
  oceans, his bones made our mountains, forests
  sprung up from his hair and lastly, his skull
  became our sky. In the core of the earth, on
  mountainous hills is where the gods lived. In the
  valleys below was thought to be the home of the
  dead filled with secrets.

9
Scottish American Culture

• MUSIC
• Bagpipes
• Harp
• Fiddle
• Accordion

• Around 1000 BC, small settlements start to occur
  and clans form.
• Strong family ties
• Invading Romans find Picts impossible to conquer.
  Scottish clans are self governing.
• Self sustaining/ governing tribes leads to many
  variations among clans
• 1018 Southern border pushed farther
• Clans begin to form pacts and form a more social
  government

10
Culture

• Only poorer Scotts wear kilts. Thus, only poorer
  Scotts wear sporrans
• Men have transgender roles as viewed by society
  today.
• Men were hunters/farmers and women were
  caregivers/farmers

• Food and Drink
• Haggis
• Buccleuch Scotch beef
• Short bread
• Cranachan
• Scotch whisky

Historical re-enactor relaxing between shows at
the Highland games in Pleasanton, CA.
11
Culture

• Whiskey is a large part of Scottish culture. It
  was made at the end of barley crops or if the
  harvest was ruined by rain
• Whiskey didnt freeze in the winter. It was a
  source of liquid in the highlands

• Scotland's long literary heritage dates back to a
  time before Christian missionaries brought a more
  widespread literacy to the country.
• The monasteries founded in the 5th and 6th
  centuries became important seats of learning and
  teaching, with emphasis on artistic skills such
  as carving and handwriting.
• Scottish American reading
• Scotland's national drink, whisky - in the
  Gaelic, uisge beatha (pronounced oosh-ga
  beh-huh), meaning water of life - has been
  produced here and is a common drink for upscale
  parties and events

12
Areas outlined in red have the greatest
proportion of reported Scottish ancestry
13
Notable Scottish Americans

• Alexander Hamilton

•  Andrew Carnegie

Reese Witherspoon

• Edgar Allan Poe

Johnny Cash
14
Values

• music (symbolic meaningful)
• Scottish and Irish music has long been a major
  part of American music
• In the 1960s, performers like the Clancy Brothers
  become stars in the Irish music scene, which
  dates back to the colonial era, when many Irish
  immigrants arrived.
• At first, these were mostly Scots-Irish
  Presbyterians. There music was most closely
  related to a Lowland Scottish style

• Nobility pride
• Family/Marriage
• Relationships Scots are known for their silent
  and reserved manner. It is unusual for them to be
  seen holding hands, kissing, or touching in
  public. We suspect more traditional Scottish
  Americans respect these values as well.

15
Values

• Education Scots read more newspapers than any
  other European people. About 95 percent of adult
  Scots are literate. Scottish Americans can be
  associated with having high work ethics, due to
  their strive for high education.
• Great value is placed on higher education

• Employment An estimated 60 of Scotland's
  labor force is employed in service industries.
• Scottish American Protestant Work Ethic
• Predominantly Protestant, Presbyterian Baptist
  

• Hobbies Crafts such as pottery, hand-knitting,
  jewelry-making, and weaving are widely practiced
  and can be showcased at Scottish American
  festivals

16
The Sporran

• The origin of the sporran coincides with the
  traditional highland kilt, since a kilt does not
  have the convenience of pockets a pouch became a
  useful means of keeping together valuable items.
• Sporrans generally fall into three categories
  Daywear sporrans, which are generally of leather
  and are worn as informal dress or hunting, dress
  sporrans, which are made from sealskin, musquash,
  rabbit, badger etc and are purely formal items
  and semi dress sporrans which are designed to be
  a compromise of the two.
• Original sporrans dating from the fourteenth
  century and onwards can be viewed at many
  Scottish museums.

17
Form

• Early sporrans were made from animal skin, (such
  as sheep) both deerskin and calfskin proved
  particularly popular. Simple in design they were
  usually gathered at the top by drawstrings with
  small tassels. The Highlanders of the Western
  Isles often wore cloth pouches known as trews.
• Generally fitted with metal clasps, typically
  made from brass, or silver for clan chiefs, in
  the late seventeenth century and early eighteenth
  century. The elaborate metal workings of some of
  these clasps can be quite artistic.
• The sporran molach, or hairy sporran was made of
  goat hair, introduced by the military in the
  eighteenth century. They often contained
  flap-tops, large tassels and featured a variety
  of furs and hair such as horse and fox, or
  occasionally sealskin, all set off with a
  badgers head.
• The cantle or opening of the sporran was hinged
  and fastened at the top and this was secured to
  the sporran by leather thongs. These are
  represented by the leather tassels chains,
  which can be seen in the modern sporran design.

18
Function

• What does a Scotsman keep in his sporran? A
  sporran on display at the National Museum in
  Edinburgh features a clasp of brass and steel
  containing four concealed pistols inside, the
  contraption being designed to be discharged
  should anybody attempt to open the locked purse,
  killing or maiming a thief.
• The sporran of today is not functional in the
  same way from which it evolved. It was not worn
  in front as it is today, but attached to a belt,
  hanging from the right side or back. In addition
  to carrying gunpowder and guns, the sporran would
  hold money, food, musket balls and even teeth of
  any unsuspecting rival clansmen.
• The modern sporran, or sporan (in Gaelic), has
  evolved a long way and many now feature stainless
  steel and plastics. Retaining their basic design
  principles, sporrans carry everything from car
  keys to mobile phones.

19
Facilitation

• Symbolism can be traced through early British
  military paintings and portraits of Highland
  soldiers
• Americas fashion and culture has been largely
  influenced by trends in Europe
• Target Barneys- London designer, Yeojin Bae
• Appeals to men of Scottish Descent. In the 2000
  Census, 4.8 million Americans reported Scottish
  ancestry. (1.7 of the total US population) With
  Scotland's population just over 5 million, there
  are almost as many Scottish Americans as there
  are native Scots living in their
• home country
• Appreciation for Scottish heritage
• Scottish fairs

20
Triangulation

• Incorporate traditional qualities of Scottish
  Sporran to hunting/outdoor carry bag for American
  customers.
• Many men are proud of their family name.
• Tartan pattern modernizes the sporran for
  American outdoorsmen.

21
Target

• Target group Men, ages 16-40
• Product - Sporran style carry bags for hunting
  and other outdoor activities
• Place North America, online and appearing at
  Scottish Fairs

22
Target

• Price 50 and up (depending on the material
  chosen)
• Promotion online, ethnic festivals, hunting
  shows and printed ads

23
Taste

• Brand Name Highlander
• Product Sporran style carry bags for hunting
  and other outdoor activities
• Slogan- Its not a purse
• Logo Mountains with a tartan pattern on them.

24
Taste

• Packaging Design
• All of our products will come in identical boxes
  resembling hat boxes containing our Brand name
  and logo written continuously around the border
  of the box. This box can be saved to store the
  product when it is not being worn. Our product
  is a sporran style carry bag for hunting and
  other outdoor actives.

• Highlander Brand Name
• Highland origins of the Scots.
• Serves as a double meaning (high-land, for a
  hiker or hunter might mean he is in high
  elevations in the mountains)
• Logo of mountains with a tartan pattern resembles
  the concept of being in high elevations.
• Product names Loch Ness, Red Cap and Shellycoat.
  All of these product names are based from
  Scottish folklores and legends.
• Product names resembling Scottish cities, such as
  Edinburgh, Glasgow, Aberdeen, and Dundee might be
  used.

25
Venue

• Television commercial
• Commercial will be action-packed, humorous, and
  will highlight the use of our product.
• Harrison Ford will be in the commercial who is a
  successful actor, who embodies an active
  outdoorsmen role in the popular movie, Indiana
  Jones.
• When the viewer associates our product with
  high-packed adventure, action and utility we feel
  their reaction will help the exposure and appeal
  of our product.

26
Marketing Mix

• Product
• Highlander which offers a variety of Scottish
  inspired hunting sporrans to the active
  outdoorsman.
• Included with the packaging and certificate is a
  pamphlet with future products the customer can
  purchase, along with an order form and a thank
  you letter for purchasing from our company.
• The thank you letter will include a popular
  Scottish Gaelic phrase and its translation.
• example of this would be Feasgar math,
  translating into Good Afternoon/Evening.

27
Marketing Mix

• Price
• Scottish fashion accessories can be very
  expensive
• We offer a variety of different fastenings for
  the product and options for customization.
• Some of our sporran style carry bags will be very
  simple, whereas others will be quite intricate
  and unique in design.
• Prices fluctuate greatly depending on how much
  one wishes to customize their product.
• Money-back returns
• Around holidays we will promote a certain sporran
  style bag that will incorporate a certain tartan
  design, or coat of arms. This product will be
  highly discounted at half of its normal price to
  customers.
• Our competitors would be Jansport, and other
  outdoor product selling companies. In addition,
  we feel that traditional sporran companies could
  also be competitors. Although, since we are
  incorporating a combination of both outdoorsmen
  multi-purpose carry bags and traditional sporran
  designs we feel our company has a competitive
  advantage. As explained earlier, our prices will
  range from 50 to 200.

28
Marketing Mix

• Place
• Our intensive franchise location is located in
  Estes Park, Colorado.
• Colorado is known for its beautiful Rocky
  Mountain National Park
• Our retail store features an inviting atmosphere
  including a bridge overlapping a creek entrance
  on both sides of the sidewalk before one enters
  the store.
• There are humongous couches to rest in and
  hiking, fishing, and hunting shoes playing on
  plasma screen televisions dispersed throughout
  the store. Scottish tartans, coat of arms and
  designs can be seen in frames among the store
  walls to help a customer decide on the perfect
  design for their product.
• Traditional Scottish whisky can be purchased by
  the bottle behind our cash register.
• Stockroom employees will continually monitor
  online purchases and orders to ensure on-time
  delivery.
• Our toll-free number will be run by stockroom
  employees to ensure that a customer speaks with a
  person instead of a machine.

29
Marketing Mix

• Highlander prides itself on taking your hunting,
  fishing, hiking, or wherever your outdoor
  experience may lead you, to the next level.

30
Marketing Mix

• Promotion
• Maintaining cultural importance by never losing
  sight of our original purpose to develop a
  traditional Scottish carry bag for the active
  outdoorsmen.
• Distribute flyers to local attractions and
  businesses in hopes to advertise a local customer
  base.
• Billboard advertising will be used in popular
  hiking, fishing and hunting locations. The
  billboards will have emphasis on our product by
  either incorporating our commercial with Harrison
  Ford, or containing our slogan, Its not a
  purse.
• Our Ford television commercials will be broadcast
  on popular channels that feature outdoor and
  sports programs such as the Discovery channel,
  and during the Superbowl, football games,
  baseball games and other recreations.
• Advertising online will include a commercial
  featured at the following website
  http//www.outdoorchannel.com/ Websites such as
  http//www.outdoorchannel.com/,
  http//www.huntingsociety.org/,
  http//www.americanhiking.org/,
  http//www.fishing.com/, will contain links to
  our company home page.

31
Sources

• http//www.scotclans.com/customer_service/story_be
  hind/sporran.html
• http//www.doyle.com.au/tartan_traditional.htm
• http//www.historic-uk.com/HistoryUK/Scotland-Hist
  ory/Sporran.htm
• http//scottishsporran.com/
• http//www.electricscotland.com/history/genhist/in
  dex.html
• http//www.everyculture.com/Sa-Th/Scotland.html
• http//www.everyculture.com/wc/Tajikistan-to-Zimba
  bwe/Scots.html
• http//www.wikipedia.com/
• http//www.rampantscotland.com/
• http//www.visitscotland.com/aboutscotland/
• http//thecapitalscot.com/scothist.html
• http//en.wikipedia.org/wiki/Scots-Irish_American