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Entering the Fishing Market

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Page 1: Dragon Alliance

Entering the Fishing Market

Page 2: Dragon Alliance

Executive Summary• Ocean fishing best suits Dragon Alliance’s brand

• Costa is the dominant player in the fishing sunglasses market

• Opportunity on the West coast USA – California

• BREAK THOUGH is centered in the innovative and adaptable DNA of the brand – targeted at young fishermen looking to make a name for themselves

• Dragon Alliance glasses must be in all major fishing retailers

• Marketing plan should incorporate individual and tournament competitions, focus on the younger college demographic and strong social media presence

Page 3: Dragon Alliance

The MarketNick

Page 4: Dragon Alliance

Saltwater• Light, comfortable fit• Polarized blue mirror lenses• Bright surroundings• The floor of the water cannot

be seen

Fresh Water• Light, comfortable fit• Polarized amber lenses• Varying light in surroundings• Floor of the water is often seen

Page 5: Dragon Alliance

The CompetitionNick

Page 6: Dragon Alliance

Costa Del Mar• Offer a full range of

glasses• Saturated the East coast

market• Targets the young,

college-age market• $149 - $279• 80 frame options• “Clearest lenses on the

planet”

Page 7: Dragon Alliance

Advertising• GEOBASS Fly Fishing

Expeditions

• Sponsor fishermen

• Costa Fish Art Series

• Costa Greekfest

Page 8: Dragon Alliance

Smith Optics• $169 - $279• 48 frames with “ChromaPop” lens• Emphasizes seeing more detail• Athletics & Lifestyle

Page 9: Dragon Alliance

Advertising• Teamed with CJ Hobgood

& Salty Crew

• Media campaign

• Social Media• Action Sports

Page 10: Dragon Alliance

Other Competitors

• $169 - $349• 123 frame options• PolarizedPlus2 Lens• Emphasize eye health & color

clarity• Relaxed style

• PRIZMTM Water• $150 - $320• 28 frame options• Shallow & Deep water options• Sport focused

OakleyMaui Jim

Page 11: Dragon Alliance

Distributors• Bass Pro Shops

• DICK’S Sporting Goods

• SportRx

• Cabela’s

• Sunglass Hut

Page 12: Dragon Alliance

The MessageJack

Page 13: Dragon Alliance

Dragon Alliance: A Snapshot

Page 14: Dragon Alliance

Dragon Alliance’s DNA

TechnicalExclusive

Innovation

FlexibleSituational

Adaptability

UnconventionalFresh

Design

Page 15: Dragon Alliance

Young fishermen are in a sport dominated by their elders

• 30 – 60 year olds make up majority of competitive and recreational fishing

• More opportunity for young anglers to excel

• Young and looking to make a name for themselves

Page 16: Dragon Alliance

BREAK THROUGHMADE FOR THIS

Page 17: Dragon Alliance

The Marketing PlanAlex

Page 18: Dragon Alliance

Where• West coast (away from Costa)• Retailers

• Bass Pro Shop (biggest name #1 website to come up on google)• Bait Shops • Ports/Docks ETC.• Heavy offline and online presence - TackleDirect.com and

FishUSA.com.

• MARKET as the “NEW TECHNOLOGY”- attract younger crowd

Page 19: Dragon Alliance

How1. Sponsorship - top 30 under 302. College/high school teams3. Advertising - Social media and print4. Fishing competitions/tournaments

Page 20: Dragon Alliance

Sponsorship Top 30 under 30

• #16 - Canadian Christopher Johnson, age 25• Caught 62 pounds 5 ounces of bass in just 3 days

• #11 - Jordan Lee• Finished 6th in the Carhartt Bassmaster College series

• #9 - Josh Burtrand of Mesa, Ariz, age 27• Bertrand Finished 1st (tied with Brent Chapman) at the Bass Pro

Shops Bassmaster Central Open on Lewisville Lake.• #1 - Lucas Justin, age 29

• Placed in the money 21 out of 25 events.

Page 21: Dragon Alliance

College/High School Teams• Increase customers

involvement with the brand by starting them younger

California affiliated bass fishing teams in California.

• Cal Poly• Cal State Long Beach• Chico State• CSU Monterey Bay• Fresno State• San Jose State University

Page 22: Dragon Alliance

Advertising – Social MediaDragon

Alliances Costa Smith Maui Jim

Facebook 107k likes 790k likes 190k likes 373,088k likes

Twitter 13.2k followers 56k followers 16.2k followers 19.3k followers

Instagram 88.3 k followers 299k followers 114k followers 40.9k followers

YouTube 920 subscribers 9,200 subscribers 1936 subscribers 1238 subscribers

Page 23: Dragon Alliance

Advertising – Print

Page 24: Dragon Alliance

Fishing Competitions and Tournaments

• Bassmaster Classic

• Throw your own Dragon Alliance Collegiate Fishing Tournament?

• Special one of a kind glasses for winners of tournaments

Page 25: Dragon Alliance

BREAK THROUGHMADE FOR THIS