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J Skis Marketing Plan

PRT 3211
Sid Severson, Tanner Boudreau, Brendon Mayberry, Bryan Tello

Table of Contents
(due later)

Executive Summary
(due later)

Company

History: Jason Levintha started Line Skis in his parent’s garage and is credited for
building some of the first twin tip skis. In 2006 Line Skis was bought by K2, but J
continued running Line while pioneering the industry’s most innovative skis. In
September of 2013 J went back to his entrepreneurial roots and started the company
known a J skis today.

Philosophy:
 Mission: We're focused on creating the most innovative products by bringing them
faster to market,, real-time, at the speed of thought, literally years ahead of the
competition. We're doing this by cutting out the middle-man (distributors, salesman,
stores) and the long & arduous business cycle that goes along with it. Instead I'm
Swe are selling directly to you which enables me to afford better materials while
selling to you at more affordable prices . . . you get more for your money! All skis are
also sold in limited quantities so you own something special, that no one else can
get.

Products:

SKI

PRICE

SIZES

Tropic Thunder

$450.00

164,171, 178, 184

Merica’

$540.00

171, 178, 184

New Schoolers

$450.00

171, 178

Snowboarding is Cool

$450.00

171, 178

First

$540.00

171, 178, 184

Organization Structure:

Stakeholders: J Skis is a private company owned by Jason Levinthal

Financial Status: (Due Later)

Historical Marketing Efforts: J Skis has already made plenty of marketing efforts through
various mediums. One of our most effective marketing strategies is our website. Our
website contains large amounts of information that help our customers make a
purchase. Another huge part of our marketing strategy is social media. By targeting four of
the big social media website, Facebook, Vimeo, Twitter, and Instagram, we hope to create a
footprint within the social media community.

Image: J Skis has a very distinct image, our image is all about STEEZ. This being said, it is
an image that is is difficult to maintain because we must stay up to date with trends and new
things that are happening within the Park Skier community.

SWOT Analysis

Strengths: J Skis is a young company that is full of energy and potential. All we need to do
is direct our energy towards the same common goal, the success and mission of the
company.

Reputation of Jason Levinthal and the experience he has in the ski industry.
The athlete backing that supports J Skis and the exposure that their social media content gives
the company.
Weakness: Because we are a new company we might stray from our mission. We also do
not have the same amount of resources that other larger and more developed companies
have access to.
Only one type of ski that is currently being produced by the company. .
Limited number of skis that can be produced in a given time.
Opportunities: No other park ski company is approaching the market the same way we
are. By selling directly to the customer in limited quantities, we are creating a greater
demand for our products.

The style that makes J Skis different from a lot of the other ski companies.
J skis stands out among other ski companies because of their marketing style and their ski
designs.
Threats: A threat that exist is if a larger company uses their resources to copy J Skis’
idea of only manufacturing limited quantities of skis to increase demand.

A crowded market that consists of low margins and competitive sales.
Only in house sales so their market grasp is very low and can’t expand without selling to
others.

Climate

Political
 A small ski company to take a stand against big ski corporations
 Not produced in Asia
 Only producing park skis
 Taxes on sales

Economic
Cheaper than other ski companies, more affordable
Produced in Canada, more expensive but more ethical
Factory direct shipping



Social
Is J skis going to be a trend in skiing?
Skiing vs. snowboarding
What’s cool?
Controversial marketing plan
Donate skis to a future skier program
Ski collab company






Technological
size of ski
flex
underfoot
edges
top sheet chiping





Environmental
Keeping down green gas emissions
recycles skis
support 1% for the planet



Legal
Injury do to skis
Copyright laws


Competitors

Direct: We have a broad array of competition because we are trying to break into a
saturated market. With more than 34 already existing ski companies, we recognize that
we must make ourselves stand-out among many. Many of these ski companies offer
park skis that range in the same price and performance as J Skis. Another big factor
that we must face is that many of our competitors serve the same market that we offer
our services to.

SKI

PRICE

SIZE

Line (Future Spin)

$449.95

167, 174, 181

4FRNT (Switchblade)

$458.99

156, 166, 171, 176, 181

Icelantic (Da’Nollie)

$629.99

170, 180

RAMP (Cork)

$469.99

141, 151, 161, 171, 176, 181

Indirect: Some of our indirect competitor are companies that offer a means of doing
other winter activities that are not skiing. These companies offer products such as
snowshoes, nordic skis, ice climbing tools, mountaineering tools, and ice skating.

Consumers

J Skis serves a very specific section of the ski market. Are consumer are park skiers
ranging in the age of 19-30 years old. Typically these spend most of their days in the
park doing rails, jumps, or urban skiing. Needs Assessment:

Timesta
mp
2/4/2014
16:53:30
2/4/2014

What
Price
camb
rang
er
e for
Whe
profil
a
Flex
re do
What is
e do
Ski
quali preferen you Favorit
your
Particip Age of
you
length
Ski
ty
ce for
ski
e
shape
ant
particip prefer preferen constructi park
your
most graphic preferenc
gender
ant
?
ce
on type
ski
skis
?
idea?
e?
Full
Capped
Camb
Constructi 300$- Medium Park
True twin
Male
z
er 180-189
on 399$
Flex
Simple
tip
Male
19-30 Rocke 170-179
Combo 300$- Medium Park Naked Directiona

16:54:59

2/4/2014
17:58:48

2/4/2014
17:59:20

Male

Male

19-30

19-30

2/4/2014
18:02:07

Male

19-30

2/4/2014
18:04:23

Male

19-30

2/4/2014
18:09:13

Male

19-30

2/4/2014
18:09:42

Male

19-30

2/4/2014
18:14:45

r,
Camb
er
Rocke
r
Rocke
r,
Camb
er
Rocke
r
Rocke
r,
Camb
er
Rocke
r
Rocke
r
Camb
er
Rocke
r
Full
Camb
er
Full
Camb
er
Full
Camb
er
Rocke
r
Camb
er
Rocke
r

Constructi 399$
on

Flex

Mermai
ds

Combo
Constructi 500$Off180-189
on 599$ Stiff Flex Piste

trippy

Directiona
l twin tip

Capped
Constructi 500$180-189
on 599$

black

True twin
tip

170-179

170-179

180-189

170-179

Sandwhich
Constructi
on
Combo
Constructi
on
Capped
Constructi
on
Combo
Constructi
on

Medium Park
Flex

400$Park
499$ Soft Flex

Hot Directiona
Dogs
l twin tip

400$499$

Medium Park
Flex

Dildos

True twin
tip

400$499$

Medium Park A naked
Flex
chick

True twin
tip

400$499$

Medium Park
Flex

True twin
tip

titties

Sandwhich
Constructi 400$Urba
180-189
on 499$ Soft Flex
n

True twin
tip

Male

19-30

2/4/2014
18:17:57

Male

2/4/2014
18:33:30

Male

My dog
Full
Combo
with a
Camb
Constructi 500$Urba parachu
19-30
er 180-189
on 599$ Stiff Flex
n
te
Full
Capped
Rocke
Constructi 400$- Medium Urba
19-30
r 170-179
on 499$
Flex
n
endo

2/4/2014
18:40:46

Male

19-30

2/4/2014
18:42:50

Female

2/4/2014
19:21:40

Male

l twin tip

Full
Rocke
300$19-30
r 170-179
399$
Rocke
r
Sandwhich
Camb
Constructi 300$19-30
er 180-189
on 399$

True twin
tip
True twin
tip

abstract
type
Medium Off- animal
Flex Piste graphic

True twin
tip

Medium Park
Flex

True twin
tip

drugz

2/4/2014
19:42:45

Male

19-30

2/4/2014
20:35:15

Male

19-30

2/4/2014
20:40:48

Male

19-30

2/4/2014
21:17:50

2/4/2014
22:01:38

Male

Male

19-30

19-30

2/4/2014
22:17:09

Male

13-18

2/4/2014
23:56:32

Male

31 and
older

2/5/2014
1:10:04

Male

19-30

2/5/2014
9:08:42

Male

19-30

2/5/2014
10:44:18

Male

31 and
older

2/5/2014
11:48:51

Male

13-18

Rocke
r
Full
Camb
er
Rocke
r
Camb
er
Rocke
r
Full
Camb
er
Rocke
r
Camb
er
Rocke
r
Rocke
r
Camb
er
Rocke
r
Rocke
r
Camb
er
Rocke
r
Full
Rocke
r

Sandwhich
Constructi 300$180-189
on 399$

Combo
Constructi
180-189
on
Capped
Constructi
180-189
on

180-189

300$399$

Medium OffFlex Piste

boobs
girls
300$Urba 40z and
399$ Stiff Flex
n
piff

Pussy,
300$Park money,
399$ Stiff Flex
weed

Sandwhich
Constructi 300$180-189
on 399$

Capped
Constructi
180-189
on
Sandwhich
Constructi
170-179
on
Capped
Constructi
Flat 160-169
on
Rocke
r
Camb
er
Sandwhich
Rocke
Constructi
r 180-189
on
Rocke
r
Camb
er
Rocke
r 180-189

Naked
Medium Park girlfrien
Flex
d

400$499$

True twin
tip

Directiona
l twin tip
True twin
tip

True twin
tip

Medium Park
Flex

All
black

True twin
tip

Medium OffFlex Piste

A
DOOO
OB E

True twin
tip

400$Park
499$ Stiff Flex

True twin
tip

400$499$

Medium Park
Flex

John
Wayne

True twin
tip

400$499$

Medium Park
Flex

Drugz

True twin
tip

400$499$

Medium OffFlex Piste

Sandwhich
Constructi 300$Flat 170-179
on 399$

Local
artsits
artwork.
Medium Park
So if
Flex
you are

Directiona
l twin tip

True twin
tip

selling
powder
skis
contrast
a white
and
black
colors.
But if it
is a
park ski
than
use
more
domina
nt
colors
like red.

2/5/2014
15:32:02

Male

2/6/2014
10:10:43

Female

Rocke
r
Camb
er
Combo
Rocke
Constructi 300$13-18
r 180-189
on 399$
Full
Capped
Camb
Constructi 400$19-30
er 170-179
on 499$

Brendo
n riding
Medium Offa
Flex Piste unicorn

True twin
tip

Medium Urba
Flex
n

True twin
tip

dark

Segmentation
We chose to segment our market through demographics, psychographics, and benefits desired.
By segmenting in this way, we will get a more accurate picture of the market we are serving.
Demographics will tell us the age, wage, and social class. Psychographics will tell us about the
background and beliefs of our market. Finally, Benefits Desired will let us know what our
customers are seeking by purchasing our products.
Demographic
Ages 19 -30
Wage $10,000 - $100,00
Upper Middle Class

Psychographic
Skiing is very important in
our customers lives
Willing to pay $300 - $500
Liberal views on Marijuana

Benefits Desired
Killer times on the mountain
Steez all around
Quality build in skis

Target Market
Primary: J Skis primary target market are in the age range of 19 - 30 years old. They are of the
Upper Middle Class and have an annual income ranging anywhere from $10,000 - $100,000.
Skiing is a very important in the lives of our consumers and they are willing to pay up to $500
for a pair of our genuine park skis. Since we are serving a generally young market, our
consumers tend to have liberal views including marijuana. The reason that this is important is
because it might give us graphic ideas for future skis. Our target market is looking for a ski that
will allow them to have a killer time on the mountain while still looking good doing it.
Secondary: We hope to eventually tap into a market that we are not very familiar with. Retired
males ranging in the age of 45 - 65. Most of these men will have a background in ski racing and
therefore we will have to design a new ski that will accommodate to their desired benefits.

Conceptual Map

Through this conceptual map we can see that J Skis sits relatively close to our target
market. This is not to say that the market is saturated with our competitors. Although
we sit close, this does not mean that our competitors are too far from our market also.
Our target market is will to pay a higher price for their skis, but this does not mean that
they will not choose an alternative like Line Skis who offer very similar skis at a lower
price. J Skis needs to maintain a well put together Marketing Strategy in order to
maintain our target market’s business.