5.78
CHAPTER 5:
reeling in a new demographic
PROJECT:
re-branding & sub-brand product line creation
CLIENT:
SHAKESPEARE
PROJECT OBJECTIVES
CLASS:
packaging 4
INSTRUCTOR:
THOMAS MCNULTY
CATEGORY:
identity & packaging
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ELEMENTARY ANGLERS DEMOGRAPHIC SEGMENTATION
To create a new identity that communicates Shakespeare’s rich history and experience, with a new product line and sub-brand targeting
NOVICE ANGLERS
ANNUAL ANGLERS
homes are often located within driving distance
spend the money. Often times they will postpone
of nature preserves, national parks, or other large
purchasing products for a short time period if they
outdoor areas that are open to the general public.
Individuals in this segment are teens to adults
believe the product will be on sale or discounted
where they can enjoy activities like hiking, fishing,
(13-45) from Generation X and Generation Y who
soon. When dinning out these individuals typically
camping, and biking. Individuals who live in more
enjoy the great outdoors. They fish once to twice
frequent casual dinning restaurants with moder-
rural areas have three to four bedrooms homes
a year when on vacation or camping in areas that
ately priced dishes. This segment likes to do things
with large yards. Due to their larger sized property
have lakes or other medium sized bodies of water
for themselves, and will often take on small home
they often have a number of pets includes horses.
that are stocked with fish seasonally. This segment
improvement projects instead of hiring someone
enjoys outdoor activities such as camping, hiking,
to do it for them. They enjoy vacationing places
AGE & LIFECYCLE SEGMENTATION
the products they purchase be well made, durable,
destinations. Individuals in this segment favor cars
them for activities, entertainment and other small
and reasonably priced. They demonstrate a high
that are reliable and receive good gas millage,
purchases. A small portion though have earn their
level of loyalty to brands who produce products
and are less concerned with the styling are design.
own money through part time jobs. Most of the
that meet their needs. Generally this segment is
young adults in this segment have a high school
not quick to purchase new products just because
diploma as well as a college degree. They work
they’re popular among the general public. Given
This segment consists of 35% female and 65%
in variety of fields and earning between $40,000
that the individuals in this segment have limited
male. The reason males make up a larger portion
to $55,000. The adults in this segment have the
or no fishing experience, they purchase entry-
of this segment is because they typically enjoy
same level of education as young adults and work
level equipment that is reasonably priced and sold
skiing, snowboarding, and biking. While a there is
outdoor activities such as camping, hunting, and
in the same fields, although since they have been
at large discount retailers or sporting good stores.
a small portion of this segment that participates
fishing more than females. In the last five years
working for a longer period of time they are more
mainstream sports such as baseball, football, and
though, the percentage of females in this segment
experienced. As a result they will generally earn
basketball, the majority are just avid fans. When
has risen and will likely continue to. Within in the
between $50,000 to $70,000 annually.
purchasing apparel products they are more inter-
fifteen to twenty years this segment will consist
ested in their durability, quality and comfort as
of a more balanced split between both genders.
experienced anglers and new target audience of novice and amateur anglers. The new sub-brand identity
that is able to project sporty feel with a high level of contrast between colors to create a powerful sense
The individuals within this segment require that
in picturesque areas as apposed to major tourist
Create a new identity that successfully visually communicates the company’s years of experience with
are loyal Shakespeare customers. Packaging designs for this new product line should use a color palette
BENEFIT SEGMENTATION
that offer outdoor activities and accommodations
GENDER SEGMENTATION
appeal to this new target audience of primarily teens and young adults but also experienced anglers who
FIRST TIME FISHERMEN
service that meets their needs they are willing to
RESEARCH ANALYSIS
new novice & amateur anglers.
and packaging designs created for this new product line should have a vintage style which will not only
CASTING CAMPERS
apposed to their style. These individuals are very
INCOME SEGMENTATION
GEOGRAPHIC SEGMENTATION Individuals in this segment live in suburban areas or in areas just outside of them that typically have
careful consumers, and rarely purchase products they have not thoroughly researched or have not
Teens in this segment have access to low levels
large sized properties in more rural areas. Those
of shelf appeal. The packaging designs would also benefit from incorporating patterns or abstracted
been recommended to them by close friends or
of disposable income since the majority of them
who reside in suburban areas live in two to three
family. While their purchasing decisions are always
are full time students. Typically their parents will
bedroom homes that have small to medium sized
imagery that is suggestive of water or the movement of casting a fishing line.
influenced by price, when they find a product or
provide them with a weekly allowance or provide
backyards, and often have one to two pets. These
CAPABLE CASTERS & AMATEUR ANGLERS DEMOGRAPHIC SEGMENTATION TEENS WITH MODERATE EXPERIENCE
ADULTS INTERMEDIATE EXPERIENCE
AMATEUR TEEN TO ADULT ANGLERS
a higher percentage of males than the previous
RESEARCH ANALYSIS
segment because more males enjoyed their first
AGE & LIFECYCLE SEGMENTATION
fishing experiences and continue to fish throughout their adult lives.
This segment consists of teens to adults (15-45) from Generation X and Generation Y. They enjoy
INCOME SEGMENTATION
fishing several times a year and have a small to
TARGET AUDIENCE RESEARCH ANALYSIS
medium amount of fishing equipment they have
Teens within this segment have low to medium
purchased from large chain sporting good stores
levels of disposable income which is often provided
or large discount retailers like Walmart who carry
to them by their parents. A third to half of these
sporting goods. Typically they fish with friends
teens also have part time jobs they work at while
or other family members in lakes or small bodies
attending school or when on vacation. They also
of water near their homes and in larger bodies
tend to be more responsible with their money than
of water when on vacation. They often fish regularly
others their age, and are less likely to spend their
enough to purchase annual fishing licenses or
money on frivolous purchases. They will typically
permits. Teens and young adults in this segment
ELEMENTARY ANGLERS
CAPABLE CASTERS & AMATEUR ANGLERS
are often introduced to the sport through family members or friends who are experienced anglers. Adults in this segment are the most experienced,
THE RUN DOWN Loyal professional and avid amateur angler customers have relied
and have been casual fishermen throughout their lives. This segment enjoys an active lifestyle and
have not thoroughly researched. Their purchasing decisions are
on the innovative quality products Shakespeare produces for over
based on the price and quality of the product or service, and are
100 years. The goal for this project was to cast an even wider net
rarely influenced by brand names. Experienced anglers within this
frequently participates in a variety of sports and
other outdoor activities. A large percentage of these individuals participate in school or amateur sports leagues. They very rarely purchase new products that they have not thoroughly researched or have been recommended to them by family or friends. Brand names have little influence on their purchasing decisions. Any purchases they make are based on the price, quality, and durability of the product. When dinning out they frequent casual dinning establishments that are reasonably
to pursue the new growing and highly profitable target audience of
target audience purchase their fishing equipment from stores that
priced and serve good portion sizes. As a result
novice and intermediate anglers. This target audience enjoys being
specialize in fishing supplies and equipment, and sporting good
conscious about their diet than most people.
exposed to new experiences and outdoor activities. The individuals
stores as well. The other portion the target audience that has little
that make this new broader target market are careful consumers.
or no fishing experience purchases fishing equipment from large
They rarely purchase any products or services that have not been
discount retailers who have a sporting good section, or from local
recommended to them by friends and family members or that they
sporting goods stores that carry a wide variety fishing equipment.
of their active lifestyle, they tend to be more health
GENDER SEGMENTATION
go on to earn a high school diploma and college degree. Young adults in this segment have graduated high school and are attending college or have already graduate and are working full time. Those young adults in the early stages of their career earn between $40,000 to $60,000 annually Adults have the same level of education as the young adults, and work in a variety of fields where they earn between $55,000 to $75,000 annually.
GEOGRAPHIC SEGMENTATION This segment lives in suburban areas or on the outskirts of big cities or towns. They live in three to four bedroom homes that have medium sized yards where their children can play. Their homes are often located within a short driving distance of nature preserves, national parks, or other large outdoor areas open to the public for activities like hiking, fishing, camping, and biking. Close to half of this segment lives in more rural areas with larger sized properties. Due to their larger sized property they often have a number of pets which sometimes includes horses. BENEFIT SEGMENTATION This segment requires products they purchase to be well made, reliable and reasonably priced. They are very loyal to brands which meet their needs,
Composed of 70% male and 30% female. Males
and are not quick to try new products or services
make up a larger portion of this segment because
simply because they are popular or new. When
they generally enjoy activities like hunting and
purchasing any product, its design or styling has
fishing more than females. This segment contains
little influence on their decision.