Montana Vehicle Emergency Kit课件.pptVIP

Montana Vehicle Emergency Kit Montana Safety Equipment 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. Objectives Increase public safety awareness. Provide a “made in Montana” emergency roadside kit for Montana drivers. Get MSE’s 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). 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. 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. 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. Product Life Cycle Product market in market maturity stage. Focus for MSE’s kit is differentiation – Montana Made – in order to capture market share. 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 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. Wish