 Poster: A snowHead
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A snowheads community driven marketing matrix for ski manufacturers.
Feel free to criticise, I will try and update based on the feedback.
Last edited by Poster: A snowHead on Wed 11-03-09 14:20; edited 2 times in total
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Obviously A snowHead isn't a real person
Obviously A snowHead isn't a real person
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davidof,
I'd put Dynastar above Rossi... and don't want Movement to get too popular and change and dumb down or dilute what they do atm.
I prefer them as niche.. or off the graph altogether.
Get K2 and Scott in there.
We don't want another cool wall
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Well, the person's real but it's just a made up name, see?
Well, the person's real but it's just a made up name, see?
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ok a few more suggestions, we can't really call movement niche with a worldwide distribution network and 5000+ skis made per year. But I've moved them more towards the niche end.
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I may be an ignorant philistine, and a naive punter (which since my fave skis are B2's is almost certainly the case), but I have to say that 'completeness of vision' and 'ability to execute' don't really figure that highly in my views of ski makers. 'makes a god ski' and 'prices it fairly' probably come further up my checklist 
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Anyway, snowHeads is much more fun if you do.
Anyway, snowHeads is much more fun if you do.
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I would say 'ability to execute' = 'makes a god ski'
I'd add WhiteDotFreeride somwehere in the niche / visionaries sector
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davidof, Head ? Top right somewhere.
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I'd put DPS as far to the right as you can go but not very high on ability to execute
position of Volkl is interesting - I'd swap them and Scott myself
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How did PMGear end up on the right? And Zag for that matter...
They're niche players surely! Completeness of vision should be about making very different skis for very different skiers - ie piste skiers, racers, freeriders, park rats, Nordic jumpers, XC...
Also, I like my Missions, but Scott ranking higher than Volkl on both axes doesn't sound right.
To make this graph more complex, the size of the circles could represent sales volume.
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The quadrants I see are:
Pig ugly, outmoded & boring (Fischer/Head/Dynastar/Scott/Stockli etc all of you lot need to get into the 21st century)
Plasticy gimmicky rubbish (Rossi/Volkl, I'm looking at you here)
Shed built skibum longhair hippy crap (Black Crows/PM gear/8 billion others. Quit huffing the epoxy and get out more)
Fashion led hipster tat (Armarda/Line/K2/lately salomon - dosen't matter if it delams or falls apart in a season or two, it'll be passe by then anyway )
Whadda ya reckon? 
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| horizon wrote: |
To make this graph more complex, the size of the circles could represent sales volume. |
That is a good idea, I wonder where we can get the figures? This year may be tricky given the supposed mountains of unsold skis.
I've updated the chart a bit.
I put zag in the visionaries because they had the idea of supershaped skis but not great at the execution given some of the problems they have had in the past.
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snowHeads are a friendly bunch.
snowHeads are a friendly bunch.
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| Cunners wrote: |
The quadrants I see are:
Pig ugly, outmoded & boring (Fischer/Head/Dynastar/Scott/Stockli etc all of you lot need to get into the 21st century)
Plasticy gimmicky rubbish (Rossi/Volkl, I'm looking at you here)
Shed built skibum longhair hippy crap (Black Crows/PM gear/8 billion others. Quit huffing the epoxy and get out more)
Fashion led hipster tat (Armarda/Line/K2/lately salomon - dosen't matter if it delams or falls apart in a season or two, it'll be passe by then anyway )
Whadda ya reckon? |
I reckon you are a straight talker who doesn't like marketing speak.
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And love to help out and answer questions and of course, read each other's snow reports.
And love to help out and answer questions and of course, read each other's snow reports.
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| JT wrote: |
We don't want another cool wall |
It is a cool wall that has collided with SZK's marketing matrix posted earlier.
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with all respect to white dot, how can we make any judgement on ability to execute? (and i wouldn't put DPS quite that low  )
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You know it makes sense.
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davidof, 1) Salomon? 2) Why do companies starting with B appear to suck?
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Otherwise you'll just go on seeing the one name:
Otherwise you'll just go on seeing the one name:
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Pig ugly, outmoded & boring = Tried and Tested, dependable.
Plasticy gimmicky rubbish = Good value, well featured
Shed built skibum longhair hippy crap =Hand built, professionals gear
Fashion led hipster tat =Innovative, cutting edge
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Poster: A snowHead
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davidof, This is a great idea dude.
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Obviously A snowHead isn't a real person
Obviously A snowHead isn't a real person
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Well, the person's real but it's just a made up name, see?
Well, the person's real but it's just a made up name, see?
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Agenterre, I'm actually a little surprised at how high K2 ranked on ability to execute.
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Anyway, snowHeads is much more fun if you do.
Anyway, snowHeads is much more fun if you do.
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You'll need to Register first of course.
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WTF does "completeness of vision" mean?
I reckon most people are influenced as much by ski graphics as anything else. So "Coolness of graphics" should be one of the primary axes. The other axis should be "How fat are they"
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You'll get to see more forums and be part of the best ski club on the net.
You'll get to see more forums and be part of the best ski club on the net.
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uktrailmonster, Oh it's not just me then? 
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uktrailmonster - That's the fischer-k2 (f/k) axis.
Another important consideration would be the quality of topsheet sticker adhesion. Race skis with fancy dimpling just don't hold the stickers so well, but then neither did P-texed PEs, so it's clearly an area of concern.
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snowHeads are a friendly bunch.
snowHeads are a friendly bunch.
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Neither 'completeness of vision' nor 'ability to execute' mean anything at all to me in the context of skis.
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And love to help out and answer questions and of course, read each other's snow reports.
And love to help out and answer questions and of course, read each other's snow reports.
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I think we need a Z axis which is price.
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| richmond wrote: |
| Neither 'completeness of vision' nor 'ability to execute' mean anything at all to me in the context of skis. |
I read it as design competence and manufacturing competence.
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You know it makes sense.
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| rob@rar wrote: |
| I think we need a Z axis which is price. |
Or "tendency to appear in useful lengths in end of season sales"
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Otherwise you'll just go on seeing the one name:
Otherwise you'll just go on seeing the one name:
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| Cunners wrote: |
| rob@rar wrote: |
| I think we need a Z axis which is price. |
Or "tendency to appear in useful lengths in end of season sales" |
Yes, that's a key indicator. Just about all my skis were bought like that.
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Poster: A snowHead
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At last the thread has moved on to using terminology that means something (to me at least)
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Obviously A snowHead isn't a real person
Obviously A snowHead isn't a real person
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Where is Salomon on the list!!
Surely Volant is considered a "Niche" Ski.
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Well, the person's real but it's just a made up name, see?
Well, the person's real but it's just a made up name, see?
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Where is Salomon & Fischer on the list!!
Surely Volant is considered a "Niche" Ski.
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Kel, Volant is on the "Niche" side of the line
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Anyway, snowHeads is much more fun if you do.
Anyway, snowHeads is much more fun if you do.
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Patch, Maybe I don't understand the table looks like it is split onto 4 quarters to me with the X & Y Axis deciding which quarter the ski fall's into. with Volant in the challenger sector, or maybe I am wrong.
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Matrix looks good. Axes should be simplified to "innovation" and "implementation". The dots should be adjusted in size to reflect global marketshare.
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| Whitegold wrote: |
| Matrix looks good. Axes should be simplified to "innovation" and "implementation". |
You'll have to persuade Gartner Group...
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As mentioned above I think price should come into it too - maybe the cost of a mid range ski from each company shown in a different shade.
Mind you I'm still not certain what 'ability to execute' and 'completeness of vision' actually mean - are we meant to understand these terms? If so, I'm not proud, can someone please explain?
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You'll get to see more forums and be part of the best ski club on the net.
You'll get to see more forums and be part of the best ski club on the net.
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'completeness of vision' - do they cover a whole range of different types, e.g. touring / powder / punter / race or do they specialise, e.g. PM gear do Powder skis, Powder skis or Powder skis
'ability to execute' - do they make a good job of it? Can you find / buy / try the skis? Do they fall to bits after 2 weeks?
I think, anyway.
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| Megamum wrote: |
As mentioned above I think price should come into it too - maybe the cost of a mid range ski from each company shown in a different shade.
Mind you I'm still not certain what 'ability to execute' and 'completeness of vision' actually mean - are we meant to understand these terms? If so, I'm not proud, can someone please explain? |
It's a bit of management consultancy smoke-and-mirrors that allows them to increase their hourly rates. If you're really interested, see http://www.gartner.com/DisplayDocument?doc_cd=131166
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FAQ
