Targeting for Burton Marketing Plan

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The target market is captured towards the demographic both men and women equally between the ages of 14-22, and the psychographics of those who value time with their friends and adventure seeking individuals. When preparing the slogan, High Peak wanted to keep Burton’s psychographic of the adventure seeking individuals in mind because they are the most significant psychographic target of Burton. High Peak Advertising designed its new slogan “The Higher the Peak, the Higher the Thrill”. This slogan will capture the adventure seeking individuals and relate them to the brand. The idea of the slogan is to keep the adventure seeking individuals in mind, and get them to envision themselves snowboarding on thrilling terrain while using Burton products. Burton is designing the idea that in order to achieve the most thrill-seeking experience while snowboarding, you have to be using Burton. Burton will be starting to concentrate their marketing efforts towards the adventure seeking individuals. This slogan will be able to create brand awareness, and create an association between thrill and Burton in the eyes of consumers.

The slogan, “The Higher the Peak, the Higher the Thrill” can be used in a number of different media campaign methods. High Peak wants its customers to associate thrill and adventure with Burton products. Burton wants their customers to see Burton as the ultimate product to maximize their snowboarding experience when they are shopping for their snowboarding equipment. For those who live for the thrill, they will believe the only way to get the most out of their snowboarding experience is to use Burton products.

High Peak chose benefit positioning as their positioning theme to analyze for Burton. We decided to go this route because we want to show the customer the benefits of choosing to use Burton snowboarding equipment. Customers purchase products to derive functional, emotional, or for self-expressive benefits. Starting with the functional benefits, we want to help Burton position their products so that customers can see that Burton snowboards serve a functional purpose. In order to communicate this message, we will position our product so the customer can see that Burton snowboards will deliver a product that gives customers the ultimate snowboarding experience. Focusing on the emotional benefit, we plan to communicate to Burton’s potential customers that if they buy Burton’s products, they will be able to have a better time with their friends while snowboarding. This positioning technique will target those who value time with their friends. The last aspect is the self-expressive benefits of using Burton snowboards. High Peak wants to help Burton position their product so that customers will buy Burton in order to express their individuality. To achieve this, Burton will have to position their marketing campaign in order to express that unique self-expression can be obtained through wearing and using Burton products.

In conclusion, High Peak suggests that Burton implement the slogan “The Higher the Peak, the Higher the Thrill” in order to engage the psychographic target of those who are adventure seeking individuals. In addition, High Peak suggests that Burton positions their products in order to express the benefits Burton has to offer it’s customers. This includes the most important benefit that Burton allows it’s customers to be self-expressive when choosing to wear Burton product. The execution of these positioning techniques are identified further in this project through multiple media outlets.