IP CONSIDER 2014, TRENTO SKITOURING STUDY. Esther Van Dokkum Christina Friebe Cecilia Tardani Audinga Jokštytė Maxence Delepoulle

Transcription

1 IP CONSIDER 2014, TRENTO SKITOURING STUDY Esther Van Dokkum Christina Friebe Cecilia Tardani Audinga Jokštytė Maxence Delepoulle

2 Overview Salomon needs 4 Research objectives Country vs. skitouring practice Gender vs. equipment needs Consumer objectives vs. types of skitouring practice Skitouring practice vs. equipment needs Purchase location Brands Consumer profile

3 Country Country of residence Total 703 responses Focus on The Netherlands Potential Skiing is popular Salomon is known Switzerland & Italy Same ski area Easy cross border Competitive market Increasing trend 25% 21% 13% 12% 10% 8% 7% Ski-area

4 Time of skitouring Often -Early in the morning 57.4% -After work 40.9% -In weekends 81.8% days 51 days days Often -Early in the morning 69.0% -In weekends 81.7% 5-10 days Less than 5 days No significant difference

5 Type of skitouring on/off pist Slightly more off pist Mainly on pist Mainly off pist On/off pist

6 Off pist Italy 82% Switzerland 41% 47% The Netherlands not significant 39% General Freeriding 61% Adv. touring 55% Ski running: 41% 14% On pist

7 Type of skitouring Italy 1. Adv. Touring 59.2% 2. Alp. prog % 3. Freeride 11.3% Adventure touring Switzerland Ski running Adventure touring The Netherlands Alpine prog. 1 Alpine prog Alp. prog % 2. Adv. touring 18.7% 3. Freeride 12.0% 1. Adventure 51.1% 2. Ski running 21.6% 3. On pist touring 10.8% 1. Adventure 46.8% 2. Alp. Prog.118.1% 3. Freeride 14.8%

8 Type of skitouring up or down 21% Ski running General 21% Ski running Switzerland On piste tourting Advernture touring Alpine progressive 46% Alpine progressive 67% Freeriding Italy: the relationship is not significant Netherland: the relationship is not significant Switzerland: 28% up

9 Most important criteria boots 60.0% 77.3% 80.3% 1. Comfort 20.1% 2. Control/stability 14.2% 3. Protection 11.2% 1. Comfort 21.6% 2. Lightness 17.8% 3. Walkability 9.0% 1. Comfort 20.8% 2. Robustness 12.8% 3. Lightness 12.1% 1. Comfort 27.2% 2. Protection 11.4% 3. Lateral support 9.6% 1. Comfort 30.7% 2. Lightness 8.8% 3. Warmth 6,1% 1. Comfort 28.1% 2. Robustness 15.6% 3. Lightness 12.5% 40.0% 22.7% 19.7%

10 Technical features boots 1. Control & Stability Breathability Homogeneous hold Control & Stability Homogeneous hold Grip Control & Stability Lightness Walkability Lightness Control & Stability Homogeneous hold Adjusted lock off Lightness Walkability Walking skiing Walking skiing Lightness Homogeneous hold Regular foot roll 3.38

11 Specific boots for type of skitouring Alpine progressive 46% 10% 5% On pist touring 23% 67% 12% Ski running Only skitouring Alpine- & skitouring Alpine skiing 56% Adv. touring

12 Criteria boots/ Type Skitouring SR OnPT AP1 AdvT FrT AP2 Warmth Comfort Durability/robustness Rigidity front/rear Ease of step in/out Control of trajectories and stability Adjusted lock off Homogeneous hold Walkability Ease of switching function Regular foot roll Lightness

13 Specific binding for skitouring Yes 65% 88% No 35% 12% Ski running Adv. touring Freeriding On piste touring 97% 80% 90% 75% 80% 60% 100% 76% Model: -Race Model: -TNT -Radical -Speed Model: -Duke General Switzerland

14 Most important criteria bindings 60.0% 80.3% 77.3% 1. Safety 26.9% 2. Commodity going uphill 16.1% 2. Price 16.1% 1. Lightness 28.8% 2. On snow performance 18.4% 3. Safety 17.9% 1. Lightness 26.9% 2. Safety 21.6% 3. Commodity going uphill 15.2% 1. Safety 32.3% 2. Commodity going downhill 18.9% 3. Price 15.2% 1. Lightness 26.7% 2. Safety 21.7% 3. Commodity going uphill 20.8% 1. Safety 31.7% 2. Lightness 29.3% 3. Price 14.6% 40.0% 22.7% 19.7%

15 Most important criteria bindings LIGHTNESS SAFETY

16 Ski brakes No significant difference 50.0% 61.4% 37.8% 30.0% 32.2% Yes No, a leash No, neither 30.0% 35.0% 31.7% 27.5% 57.1% 37.5% 38.3%

17 Type of skitouring brakes & leash usage General Switzerland The Netherlands Ski brakes 43% 24% 34% Freeriding 72% Freeriding 60% Ski running 56% Leash 29% 31% 30% Alpine prog. 2 42% Alpine prog % On pist touring 67% None 28% 45% 35% Ski running 68% Ski running 87% Alpine prog. 1 49%

18 Brands 1. Atomic 20,3% 2. Fischer 15.0% 3. Salomon 12.8 % 1. Atomic 11.6% 2. Salomon 5.8 % 1. Dynafit 47.7% 2. Scarpa 40.3% 1. Dynafit 62.4% 2. ATK 10.5% 2. Plum 6.6% 1. Scarpa 43.7% 2. Dynafit 35.2% 3. Garmont 11.3% 1. Dynafit 62.7% 2. Diamir 12.0% 3. Garmont 11.3% 1. Scarpa 30.4% 2. Dynafit 27.1% 3. Garmont 6.5% 1. Dynafit 35.2% 2. Diamir 7.3% 3. Marker 4.9%

19 Information & purchase location 1. Internet advice 31.2% 2. In store advice 19.4% 3. Friends & family 18.6% 1. Friends & Family 27.3% 2. In store advice 26.8% 3. Internet advice 14.9% 1. Friends & family 30.6% 2. Internet advice 24.5% 3. In store advice 18.8% 1. Outdoor/brand store 52.2% 2. Large sports chains 29.3% 3. Internet 15.9 % 1. Outdoor/brand store 74.3% 2. Large sports chain 14.9% 3. Internet 6.9% 1. Outdoor/brand store 44.8% 2. Large sports chain 31.3% 3. Internet 13.5% 1. Friends & family 27.7% 2. Internet advice 23.5% 3. In store advice 18.4% 1. Outdoor/brand store 56.5% 2. Internet 21.1% 3. Large sports chain 16.0%

20 Outdoor sports 10% 12% 9% 11% 13% 12% 11% 12% 11% 11% 15% 11%

21 Consumer profile: The Netherlands Hoi I m Ingrid and I m years old Practice habits 1 to10 days Down, on pist Alpine prog or rents Information Friends & family Magazine article/test Advertisements Buying Specialist brand store Large chain sports store Internet Outdoor sports: Alpine skiing Walking for exercise Day hiking Boots Comfort Atomic, Fischer, Salomon Binding lightness

22 Consumer profile: Switzerland Hallo, we are Julia and Benjamin, we are years old Practice habits 21+ days Off pist Equal up and down Adventure touring 800+ euro Outdoor sports: Alpine skiing Walking for exercise Day hiking Information Store manager/ recommendation Internet advise Athlethe/celebrity, endorsement Specialist store Boots Lightness, walkability Dynafit and Scarpa Binding Lightness, on snow perf Dynafit

23 Consumer profile: Italy Ciao, we are Marco and Francesca Practice habits days Off pist and Down Adventure touring euros or 800+ Information Personal opinion Large sports chain Outdoor sports: Mountaneering multi-day hiking rock climbing Boots Robustness/durability, ease to step in/out Scarpa, Garmont Binding Lightness Dynafit

24 Recommendation & Conclusion Most practiced: adventure skitouring Boots: comfort, control & stability, lightness Bindings: safety and lightness Different marketing strategy: Netherlands : big potential market Switzerland: big but competitive market for bindings Italy: big, trendy but competitive market High competition: Internet / social media Pictograms Instore communication

25 Limitations Sample not representative Not everything significant Country of residence nationality Open questions hard to evaluate (empty responses) Brand awareness not tested Different sample sizes limit comparability

26 Thank you

27 Appendix

28 Practice time per country

29 Type of skitouring on/off pist per country

30 Type of skitouring and on/off pist practise GENERAL NETHERLAND SWITZERLAND

31 Type of skitouring and up/down practise GENERAL SWITZERLAND

32 Criteria boots per country

33 Technical features boots general

34 Technical features boots The Netherlands

35 Technical features boots Switzerland

36 Technical features boots Italy

37 Type of skitouring and equipment: Specific pair of shoes GENERAL NETHERLAND SWITZERLAND

38 Type of skitouring and equipment: Ideal pair of touring boots Ski running On pist touring Alpine prog 1 Adventure touring Freeride touring Alpine prog 2 Total Warmth Comfort Robustness/ Durability Protection/ Waterproofeness Change of elements or adjustements according to the practice Easy and efficient adjustement on the boot Easy step in/ step out Rigidity front/rear Ease of bindings stepin/ step out A sufficient and progressive lateral support in flexion front/ rear adapted to the practice Total In which picture do you recognize yourself the most? / Warmth p = 0.8% ; F = 3.15 ( VS ) In which picture do you recognize yourself the most? / Comfort p = 0.7% ; F = 3.26 ( VS ) In which picture do you recognize yourself the most? / Robustness/ Durability p = 0.4% ; F = 3.48 ( VS ) In which picture do you recognize yourself the most? / Protection/ Waterproofeness p = 28.2% ; F = 1.25 ( NS ) In which picture do you recognize yourself the most? / Change of elements or adjustements according to the practice p = 22.3% ; F = 1.40 ( NS ) In which picture do you recognize yourself the most? / Easy and efficient adjustement on the boot p = 33.8% ; F = 1.14 ( NS ) In which picture do you recognize yourself the most? / Easy step in/ step out p = 11.8% ; F = 1.76 ( LS ) In which picture do you recognize yourself the most? / Rigidity front/rear p = 0.3% ; F = 3.70 ( VS ) In which picture do you recognize yourself the most? / Ease of bindings stepin/ step out p = 4.8% ; F = 2.25 ( S ) In which picture do you recognize yourself the most? / A sufficient and progressive lateral support in flexion front/ rear adapted to the practice p = 5.6% ; F = 2.16 ( LS )

39 Type of skitouring and equipment: Ideal pair of touring boots2

40 Type of skitouring and equipment: Specific bindings GENERAL SWITZERLAND

41 Criteria bindings per country THE NETHERLANDS SWITZERLAND ITALY GENERAL

42 Type of skitouring and equipment: Tree most important criteria for bindings

43 Ski brakes per gender in general

44 Type of skitouring and equipment: Ski brakes and leash GENERAL NETHERLAND SWITZERLAND

45 Brands 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 100% 12,0% 9,8% 41,4% 40,3% 43,7% 12,8% 10,5% 11,3% 15,0% 47,7% 35,2% 20,3% The Netherlands Switzerland Italy Boots Others Salomon Nordica Fischer Atomic Scarpa Garmont Dynafit Bindings 90% 80% 70% 60% 42,7% 20,5% 6,6% 10,5% 25,3% 12,0% Others No specific Salomon 50% Plum 40% 30% 39,9% 62,4% 62,7% Diamir Atomic 20% 10% 0% 5,8% 11,6% The Netherlands Switzerland Italy ATK Dynafit

46 Brands boots per country

47 Brands bindings per country

48 Information THE NETHERLANDS SWITZERLAND ITALY GENERAL

49 Purchase location THE NETHERLANDS SWITZERLAND ITALY GENERAL