dragon alliance
TRANSCRIPT
Entering the Fishing Market
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
The MarketNick
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
The CompetitionNick
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”
Advertising• GEOBASS Fly Fishing
Expeditions
• Sponsor fishermen
• Costa Fish Art Series
• Costa Greekfest
Smith Optics• $169 - $279• 48 frames with “ChromaPop” lens• Emphasizes seeing more detail• Athletics & Lifestyle
Advertising• Teamed with CJ Hobgood
& Salty Crew
• Media campaign
• Social Media• Action Sports
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
Distributors• Bass Pro Shops
• DICK’S Sporting Goods
• SportRx
• Cabela’s
• Sunglass Hut
The MessageJack
Dragon Alliance: A Snapshot
Dragon Alliance’s DNA
TechnicalExclusive
Innovation
FlexibleSituational
Adaptability
UnconventionalFresh
Design
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
BREAK THROUGHMADE FOR THIS
The Marketing PlanAlex
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
How1. Sponsorship - top 30 under 302. College/high school teams3. Advertising - Social media and print4. Fishing competitions/tournaments
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.
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
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
Advertising – Print
Fishing Competitions and Tournaments
• Bassmaster Classic
• Throw your own Dragon Alliance Collegiate Fishing Tournament?
• Special one of a kind glasses for winners of tournaments
BREAK THROUGHMADE FOR THIS