Brushtee
Target Market:
Sporting Goods
Golf Accessories
Golf Tees
brush-t is a golf accessory product that falls into the three different markets shown above.
Market Profile:
Demographics
Sporting Goods annual sales = $30 billion
Golf Equipment annual sales = $4.7 billion
Number of Golfers in US = 37,900,000
Golf Equipment Purchases by Age & Gender:
2001 US 2001 2000 1999 1998
Population Purchases Purchases Purchases Purchases
Under 14 19.80% 3.00% 1.00% 3.00% 2.00%
14-17 5.70% 5.00% 6.00% 5.00% 2.00%
18-24 9.70% 6.00% 4.00% 7.00% 3.00%
25-34 13.50% 22.00% 14.00% 18.00% 15.00%
35-44 16.20% 19.00% 18.00% 23.00% 23.00%
45-64 22.40% 31.00% 45.00% 33.00% 40.00%
65 & Older 12.70% 11.00% 12.00% 13.00% 15.00%
Multiple Ages - 3.00% - - -
Total 100.00% 100.00% 100.00% 100.00% 100.00%
Male 48.90% 88.00% 88.00% 79.00% 89.00%
Female 51.10% 12.00% 12.00% 21.00% 11.00%
Total 100.00% 100.00% 100.00% 100.00% 100.00%
SOURCE: National Sporting Goods Association
Comment: In the US, gender difference of purchasing is low. Purchases by the different age groups are evenly distributed, which make the target market immense. One can conclude there is no reason for demographic segmentation on age and gender.
VALS (Psychographic Segmentation)
Strivers:
Brush-t can be used by anyone
Differentiated from other golf tees
Not used frequently on the market
Not a usual tee product. Brush-t has features that a regular tee does not have, which makes the brush-t a unique product. It is also a bit more expensive which all makes the brush-t a viable product for the "strivers."
Segmentation:
Demographic Segmentation
Income
High
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