Supergroup Klim Research Presentation PDF

7/30/2019 Supergroup Klim Research Presentation PDF

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SuperGroup 1

Research Findings


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Research Objectives

Discover purchasing behavior Perception of the KLiM Brand

Price Sensitivity Learn riding/buying preferences Learn about information sources Test the populations current level of exposure to KLiM

products in contrast to other applicable apparel brands andgauge their perception of the brand

Identify what natural segmentation may exist in the region.


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MethodologyDistance/budget constraints createdunique opportunities for a creativeapproach to research...


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Methodology

30 Respondents (Snowmobile officers & members)from the target audience in Michigan, Illinois,Wisconsin, and Minnesota

Calls lasted between 10-30 minutes on Average

Some interviews were recorded, but the primarymethod for documentation was live note-taking,coupled with extensive post-call documentation

In-Depth Interviews


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?

Methodology

Monitoring 25 Forums, 15 blogs, documenting quotes Viewing 25 public videos (i.e Youtube, Vimeo) to

observe the customer in natural environment

Especially looking closely at comments and chatterabout product usage, preferences, recommendations,etc.

Online Immersion/Virtual Ethnography

Contacted10 KLiM dealerships for feedback Asking detailed questions about observations of

customers in general, and KLiM customersspecifically

Observational Research by Proxy


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Brand Perception


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Consumer Perception

and Needs

JacketsGlovesHelmetsBibs

Other Products

Regarding Product Types


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Jackets: Perception Fitted, athletic cut jackets Thin jackets, such as those made by KLiM, are

not warm- I saw them down at the snow show but

they seem kinda thin I just wondered howwarm they were before I spend $700 buckson a new jacket and pants. - JEFFH

Phillip, a club officer from Minnesota:

- expressed that KLiM lacks qualityadvantage with jackets- also expressed that he thinks price ispurely for the name, not a reflection ofquality


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Jackets: Needs

Multi-functional: most common productto be used for other purposes (Ice

fishing, shoveling driveway, etc.)Larger Sizes, and appropriate cuts- Majority of those interviewed wereXL or larger

- Most riders observed required jacketsthat fit a heavier body type.


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Helmets: PerceptionsKLiMs ventilated helmets are not

warm- Don't go trail riding below -15C withthe F4 , it's a really cold ride on the trail. In

the pow, perfect. All other KLiM gear, 100%satisfied -RenegadeFred

Open face helmet, such as those madeby KLiM, require goggles which lack

needed peripheral visionNon-modular helmets such as those

KLiM must be removed before therider can eat or drink


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Helmets: NeedsMidwest customers require lessventilation (i.e. duct tapers)-I need a helmet that wont freeze in

below 0 degree weather. Jim, Club VP

Some consumers in the target marketprefer helmets with visors utilizing electricanti-fog and anti-ice systems

The cables on many of these helmets areeasily snagged or ripped offCustomers need modular helmetsThe use of helmet cams is increasing inaction sports


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An ExampleDangling cord forheat shield

Helmet Cam

Food

Modular

Non-Modular


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Gloves: PerceptionsKLiM gloves are not as popular in the target

market:- I wear True Adventure gloves because the Klim

product could not keep me warm enough, all my

other snow apparel is KLiM. Kathryn, Minnesota- I called Paul at sled solutions, a sponsor here

and a user of KLiM gear. He said that the Klimategloves have some issues, thats why he doesn't sell

themHigh Speed Wind Penetration

- Rob, from Minnesota, expressed that at fast speedshis KLiM gloves did little for cold protection.


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Bibs: Perceptions

Phillip, from northern Minnesota expressedthat KLiM bibs are the best on the market

the quality is superior to anything else outthere.

Worth the price


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Word of Mouth

The majority of interviewees listed someform of word of mouth as a primary

source of product and industryinformation

Research is done by other members ofmy riding group. There is always plenty ofnew products being tried out at any onetime. - Keith

Clubs


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Club SegmentationAvid Clubs

- sledders who are committed to snowmobiling and the club

- avid snowmobilers who compete in and sponsor races

- members regularly engage in transport trips where they take sleds to oth

areas of the country, Bighorns, Togwotee, etc.

- Cost is not a major factor

Hobbyist Clubs- some members refer to themselves as casual riders

- focus is often on grooming and marking trails locally- mostly participate in local weekend trips

- often host family based activities, deal shoppersCommunity/Convenience Clubs- own a single snowmobile for long periods of time

- participate for community involvement, socializing, utility, and means of

transportation

- often seniors, but not always


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Miscellaneous Findings

Riders that saddlebag complain about leakyluggage, allow snow dust in.

Needs

- Durable, reliable, waterproof luggage- I prefer saddlebags, as they sit secure right next

to the tunnel, and ride lower than a trunk bag...

Hint: Put all your clothes and stuff in plastic bags

if you don't want it full of water and

snowdust. (Username: TR - 2001-ZR800)

Law enforcement/ search&rescue isincreasing, officers will need outfitting

Laws

Saddlebags


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Miscellaneous (Cont.)

Trends are changing, gear is being kept longer

Gloves, Helmets, Boots most important, very pickyabout fit and warmth

Many purchase generic base layers, uninformedabout proper layering.

Buying Habits

- Ski doo, because I ride a Ski Doo. Everyone buysthe gear that matches their sled brand - Jim, Club VP- Other respondents mentioned using OEM gear

because of the sled they ride

Sled/Apparel Brand Loyalty


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Opportunities


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Education

Price is a very big factor for mehaving a single income home with asingle parentbut I can start smalland save up for the big purchaseI am looking forward to upgrading

to a full KLiM suit in the futurehave the footwear and inner gearalso, great product. - Keith

The level of education a customer has about KLiMsapparel can have more influence than income, ridingexperience, etc.


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Education

Klimusa.com could provide interactive, 3Dproduct tours showing product details, bothinside and out, and R&D findings. These couldbe used online and in-store to help educateabout layering, clothing tech, etc.

KLiM could benefit from regularly updatedfacebook, youtube, active blogs that discuss

snowmobiling events, demonstrate KLiM gear,and provide advice to snowmobilingenthusiasts.

Sponsor Club websites

Internet


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Influence of Clubs

Dealers offer discounts to club members- I purchase my products from the dealer,

I get good deals because of the club

membership. Jim, Club VPProduct Placements-Club Leadership/Officers- Club & Association Raffle Prizes

(surprisingly important!)


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Further Research Needs

How many people want Modular vs.non-modular Helmets?

Survey to gauge perception of KLiMfitting their body type

Survey about Helmet technology needs(rear view, anti fog/ice, communication,helmet cam integration, prescriptionvision)

How many law enforcement/search&rescue agencies would beinterested in outfitting?

Survey on understanding of layeringprinciples


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Thank you.

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Supergroup Klim Research Presentation PDF

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