PROPOSED TARGETING AND POSITIONING STRATEGY 7
ProposedTargeting and Positioning Strategy for Neechie Gear
ProposedTargeting and Positioning Strategy for Neechie Gear
NeechieGear was founded by Kendal Netmaker who is also the chief executiveofficer (Saskatchewan Chamber of Commerce, 2012). It is a popularclothing company that provides distinctive and fashionable sportclothing (Bourassa et al n.d). It stores women’s, men’s as wellas children clothing and accessories. Some of the products soldinclude hoodies, t-shirts, hats, phone covers, travel mugs, pants,and baby clothes. Neechie Gear is a flourishing Aboriginal clothingbrand in Saskatchewan (Futurpreneur Canada, 2014). The company wasestablished with the intention of supporting young athletes as wellas promoting a love for sport. The creation of the company wasfounded on the value of establishing a socially branded apparel linewhich supports the youth by promoting and supporting theirinvolvement in sport (Sharp, 2012). This report seeks to highlightthe primary and secondary target market of Neechie Gear usingsuitable segmentation variables, segmentation strategy, primaryconsumer profile, positioning strategy, as well as positioningstatement.
Initially,Neechie Gear targeted the Western Canadian market where the brandseemed to obtain more attention. However, the recognition of thegrowth in brand provided the urge to expand it throughout Canada. Thecompany also targeted Aboriginal people while it was operating in theCentre Mall as a kiosk. Approximately 60 percent of the buyers wereof aboriginal descent (Neechie Gear, 2014). Soon after, Neechie Geargrew to be a highly demanded brand amongst consumers of all agegroups, especially college women and youths. During this time, itdeveloped into a mainstream brand that attracted all groups ofindividuals ranging from youths to adults. Tourists from the Europeancontinentwho had heard of Neechie Gear also stopped off to buy theproducts. Considering that the company targeted a niche market,Kendal was concerned about the newly established Aboriginal brandsthat offered the greatest competition.
Theprimary target marketsegments are people who love sports. Asaforementioned, the company stores distinctive and fashionable sportapparels, which are bright colored in order to attract its customers.Demographically, these customers are of all age groups ranging fromchildren, youths and adults. Besides, the brand attracts individualsof all genders (men and women).Psychographically, the customers arein middle class and have active social lives. This means that theyinvolve themselves in sports and have the capacity to make purchases.The market segment offers a broader market for the company’sproduct. Considering that the creation of the company was founded onthe value of establishing a socially branded apparel line whichsupports the youth by promoting and supporting their involvement insport, Neechie Gear has a high probability of attracting this marketsegment.
Thesecondary target market segment is the lifestyle user. Lifestyle is amarket segmentation whereby customers buy products for variouspursuits including recreational, hobbies, entertainment andvacations. These consumers purchase the products on the basis oftheir needs and requirements. In this case, tourists originating fromthe European continent are some of the lifestyle users who stop offto buy Neechie Gear’s products. At home, lifestyle lovers withdisposable income are also a target market. Demographically, theconsumers are both male and female of all ages considering that thecompany offers apparel and accessories for children, men and women.
MarketSegmentation Strategy(target market strategy)
Individualsalways dress in order to fit a certain group that they think theybelong to. This is aimed to reveal their individuality. In view ofthis, Neechie Gear has segmented its market in various categories.Segmentation is founded on distinguishing characteristics includingdemographics, lifestyle, and geography. The company has segmented itsmarket demographically in terms of age and gender. Neechie Gear dealswith apparel and accessory lines for women, men, and kids of all ages(Saskatchewan Business Magazine, 2014). College women and youths arethe greatest customer segment considering that this age group lovessports and have the ability to purchase. The company sells unique andfashionable apparel particularly aimed for the youths.Geographically, Neechie Gear targets the western Canadian marketwhere the brand seemed to obtain more attention. However, therecognition of the growth of brand provided the urge to expand itthroughout Canada.The brand also targets First Nations persons wholive in Saskatchewan, Alberta, and Manitoba and who recognizes theimportance of the name “Neechie” (Apte, 2013). Lifestyleconsumers are the last market segment. Neechie Gear considers itscustomers who have various pursuits such as hobbies and vacations,and recreation pursuits. Targeting individuals who love sports andtravelling for instance has helped the company meet the lifestyleneeds of its customers.
Clarkeis a 24-year-old third year student, taking economics major. She alsohave a part time job which where she earns income to facilitate herdaily expenses in addition from the support she gets from herparents. Despite her busy schedule, Clarke is a fun of sport andloves basketball. When she is not in class or work, you can only findher in the basketball pitch. She is able to balance her busy scheduleand her hobbies. Clarke loves to wear fashionable and affordablesports attire, which she usually obtains from Neechie Gear, her shopof choice.
NeechieGear is well positioned it its current market. In western Canada, thecompany is ahead of competition. Kendal is also a competitiveadvantage to the company, considering that he is a motivationspeaker, face of Neechie Gear, and a role model. In addition, theaccount behind the establishment of the company attracted theinterest of many people to support him. This cannot be copied by anycompetitor. The position is established extremely well and the nichemarket is well defined and this is a major opportunity for NeechieGear. Kendal aims at expanding the brand by a franchise model thatwould facilitate the opening of branches in other locations. Theseinclude First Nations people who live in Saskatchewan, Alberta, andManitoba. The brand has been positioned as Aboriginal Based AthleticClothing.
Allindividuals seeking apparel with style, differentiation, andselection, Neechie Gear provides a distinctive apparel line that isfashionable, trendy and affordable whilst meeting the lifestyle andphysical needs of the clients. Neechie Gear supports the principle ofhumanitarianism by taking part in humanitarian efforts.
Usingthe best target market strategy and market positioning strategy canhelp NeechieGear go to the next levels. The company has been able toposition itself well in the market and this has assisted inincreasing its success. The company caters for the needs of itstarget market, which include women, men, and children of all ages.College women and the youths form the greatest target market partlycontributed by their love for fashionable sports apparel. Byexpanding to other locations, the company will broaden its reachgeographically and it’s extremely beneficial.
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Bourassa,M., Bruni-Bossio V., Strom, M., Swanson L., & Zhang, D.(n.d).NeechieGear. Growingfor success: getting past being the ‘In Brand’.New York: Barons Press.
FuturpreneurCanada (2014).NeechieGear.Retrieved fromhttp://www.futurpreneur.ca/en/success-stories/neechie-gear/
Lee,T. H. (2013).Native-ownedNeechie Gear turns sweats into sweat.Retrieved fromhttp://indiancountrytodaymedianetwork.com/2013/11/10/native-owned-neechie-gear-turns-sweats-sweat-152111
NeechieGear (2014). OurStory.Retrieved from http://www.neechiegear.com/pages/our-story
SaskatchewanBusiness Magazine (2014).FirstNations business.Retrieved fromhttp://sunrisepublish.com/common/pdfs/publications/SaskBusiness_Magazine/SB_June2014_web.pdf
SaskatchewanChamber of Commerce (2012).TheSaskatchewan Chamber of Commerce Update.Retrievedfromhttp://www.saskchamber.com/files/File/actionMag/2012/November%20ao%281%29.pdf
Sharp,J. (2012).KendalNetmaker: A story of opportunity.Retrieved fromhttp://www.thestarphoenix.com/Kendal+Netmaker+story+opportunity/7339174/story.html