|31st August 2009 01:37 AM|
There's some merit to both sides of the discussion. However, I have to agree that marketing the Starboard brand at Costco wouldn't be prudent. Yet, the idea of buying a windsurfing kit at Costco or a large sporting goods retailer could open the door a bit for the sport. I think the key is offering a quality product, with a new brand name, at a very attractive price point. Potential new folks to the sport usually aren't that savvy about all the brands and the myraid of different board designs out there, so they tend to be far less picky. The idea is opening the door a bit.
The one weak point to the Costco approach is that they aren't necessarily committed to offering products on a regular basis. They often feature products for a very limited time with no intent of carrying them as a regular product over the long term, even during the appropriate seasons. In light of Costco's retail goals and strategies, it makes much more sense to concentrate on larger sporting goods retailers, especially since they have extensive inventories covering a broad spectrum of different sports and interests. That fact enables them weather the realities that windsurfing specialty retailers have fallen victim to over the years.
|30th August 2009 10:50 PM|
Unregister. Lucky you dont work for Oneill anymore they are in COSCO with Wetsuit.
Yeahhhhhh. The worse thing ever.
|30th August 2009 07:06 PM|
Once a surf brand hits a supermarket chain that is the end of a brand name.
I used to be Sales manager for Oneill Wetsuits,we watched some of our compeditors go into supermarkets and die.
Windsurfing is in a bad enough state, there is no need to destroy it also !!
|29th August 2009 10:09 PM|
An then the internet came on line. Now you can buy online with out having to go to a store.
Companies do demos and online company websites are even more specific these days.
Welcome to the New era of shopping.
|29th August 2009 09:26 PM|
Here in Canada and I thin in the states as well you have lots of people that become brand loyal, could be for power tools or cars or even food, so i think my thery is very sound. Yes if I could afford to up grade to a porshe from my subaru I would. but the average person would not. I do know of a lot of people that like the sail brand they are on and stick with that for years?
We can agree to disagree on this so that is fine. I would like to see more people get into this debate.
Do you remember when most big cities, even the prarie city I live in had 2 or 3 shops all selling equipment you coud go there and see what you wanted to buy, those were the day's.
|29th August 2009 10:40 AM|
|nonopr||You theory has a bit of logic. But I had a ford for my first car and then went a paid for my own car one day and what I get a Land Rover so I guess your logic is no good.|
|29th August 2009 10:04 AM|
this is all about big bucks!!! I bet if you think back to your child hood you do or buy the same poducts your parents bought or you used. Its brand naming, we almost all start on cheap stuff then you get better and want to upgrade. if it is known tha tthis is beginner equipment, ant that there is better equipment out there. Like I had said at this beginners weekend I was just at people were sailing old stuff, why because it works and is cheaper, so if you could buy a cheaper new rig the probably would.
Also think about cars when you start out you might have an old ford, you become brand loyal and when you make the big bucks you buy a better ford. Some people are so brand loyal they keep buying what they had.
I do think this is a win win win, for starboard, for the sport and for the buyer.
|28th August 2009 08:43 AM|
Marketing in COSCO is Negative marketing. To keep a brand in the #1 position you need to keep it near the core of the roots in this business.
There is no way that you will buy a rig In COSCO for your kid and then your kid when he gets to make his own decisions will buy Starboard, he will think Starboard is a cheap brand that he started windsurfing but then he want to be a cool cat and where does Starboard land in his marketing brain.
Believe me I am a sales rep for one of the biggest brand in the world in the surf industry and the last thing we want is to see our goods in COSCO unless you just want to make a big buck in a short time and then work for someone else.
So far Starboard has done very good with out having to go to any discounter for sales or to get rid of old inventory.
What they need to do is get a Full rig in the core shops in a price that will stimulate the non windsurfing market to start windsurfing and then we will see a lot more people not only starting to windsurf but to keep windsurfing for the rest of the life.
|28th August 2009 03:21 AM|
Nonopr< this is all about branding, my 9 year old has a 1.5 ezzy kids rig, he looks through the windsurf mags, and see's ezzy sail he say's to me this is the next sail i want to get, I have a GO 180 that he is learning on, now he see's starboard in the mag's same thing that is the next board I want.
So all I am saying is have cheaper packages in costco and get the names out there. Have a sail package with it. the board and sail companies might have to not charge full price but they would get the name out.
|28th August 2009 02:53 AM|
|nonopr||I dont think COSCO is a great idea for anyone with at least one inch of brain. Maybe an unknown brand or a specially made up for COSCO is great but I dont think that is the direction the windsurfing giant can take or will take any time soon.|
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