Crossbow Market Overview
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Transcript of Crossbow Market Overview
CROSSBOW MARKET OVERVIEWApril 2010Mark Miranda
Executive Summary Cbdcwekl wetvsur
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Marketplace
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Key Trends
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Customer Profile
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What theyre Talking About
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Key Competitors
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Company A
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Company B
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Company C
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Company D
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CX Opportunities
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Bass Pro Shop Crossbow Customer Review Comments 2006-2010 by Brand0.5 0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Horton6 Products
Bass Pro carries 7 crossbow brands44%
Horton appears to have significantly more top of mind among Bass Pro consumers% of comments % of Tot Products 32%
24%
18% 15% 12% 8% 7% 5% 16% 12% 8%
Excalibur8 Products
Barnett2 Products
Parker4 Products
Ten Point3 Products
Other2 Products
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Cabelas Crossbow Customer Review Comments 2008-2010 by Brand0.6
Cabelas carries 6 crossbow brands Barnett appears to be the top of mind brand among Cabelas consumers50% % of comments % of Tot Products
0.5
0.4
0.3 22% 20% 0.2 16% 12% 0.1 11% 12% 7% 8% 9% 4% 2% 0 Horton3 Products
Excalibur3 Products
Barnett4 Products
Parker2 Products
Ten Point5 Products
Other1 Product
14Confidential Property - Prepared by M. Miranda for Carbon Express
Gander Crossbow Customer Review Comments 2008-2010 by Brand0.6
Gander carries only 4 crossbow brands; major brandsExcalibur and Horton absent Only one of Big 3 outdoor specialty retailers to feature Eastman Outfitter brand43%
% of comments % of Tot Products 50%
0.5
0.4 32% 0.3 22% 0.2 14% 0.1 3% 0 Eastman Outfitters2 Products
29%
7%
Barnett4 Products
PSE1 Product
Ten Point7 Products
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Bass Pro Shop/Cabelas/Gander Combined Crossbow ReviewsAverage Customer 5 Point Ratings by Brand- Among major brands, Excalibur and Ten Point perceived to be quality leadersbased on almost 500 Customer Reviews 2006 20105 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Horton Excalibur Barnett Parker Ten Point Eastman PSE Bowtech 4.8 4.3 4.1 4.7 4.4 5
4.2
3.2
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X-Bow Brands Price/Quality MapSource: Bass Pro Shop/Cabelas/Gander Customer Reviews Industry Avg. Quality (4.3)
$1,200.00Avg. X-bow Pkg. Price
$1,100.00 $1,000.00 $900.00 $800.00 $700.00PSEIndustry Avg. Pkg. Price ($747)
Ten Point Bowtech
Excalibur Parker Horton Eastman
$600.00 $500.00 $400.00 $300.00 $200.00Barnett
3.4
3.6
3.8
4
4.2
4.4
4.6
4.8
517
Avg. Customer RatingConfidential Property - Prepared by M. Miranda for Carbon Express
Consumer Value
Parker X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas Customer Reviews
$1,200.00Avg. X-bow Pkg. Price
$1,000.00
Industry Avg. Quality (4.3)
Cyclone Extreme Pkg w/ Multi Reticle Scope
$800.00
Industry Avg. Pkg. Price ($747)
Tornado HP Outfitter Pkg
$600.00
Buck-buster 175 Outfitter Pkg Buck-buster 150 Outfitter Pkg
$400.00
Safari Magnum 160-lb. with Scope
$200.00
3.6
3.8
4
4.2
4.4
4.6
4.8
518
Avg. Customer RatingConfidential Property - Prepared by M. Miranda for Carbon Express
Consumer Value
Barnett X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas/Gander Customer Reviews Industry Avg. Quality (4.3)
$1,250.00Avg. X-bow Pkg. Price
$1,050.00 $850.00 $650.00 $450.00 $250.00Phantom Jr. Pkg
Industry Avg. Pkg. Price ($747)
Predator Pkg
Revolution AVI Pkg
Quad-400 Pkg
Wildcat C5 Pkg
$50.00
2.8
3.3
3.8Avg. Customer Rating
4.3
4.819
Confidential Property - Prepared by M. Miranda for Carbon Express
Consumer Value
Excalibur X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas Customer Reviews
$1,200.00Avg. X-bow Pkg. Price
$1,000.00
Industry Avg. Quality (4.3)
Equinox "Lite Stuff" Pkg Exomax Pkg Vortex Pkg
$800.00
Industry Avg. Pkg. Price ($747)
$600.00
Phoenix Lite Stuff Pkg
$400.00
$200.00
3.6
3.8
4
4.2
4.4
4.6
4.8
520
Avg. Customer RatingConfidential Property - Prepared by M. Miranda for Carbon Express
Consumer Value
Horton X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas Customer Reviews
$1,200.00Avg. X-bow Pkg. Price
$1,000.00
$800.00
Industry Avg. Pkg. Price ($747)
Industry Avg. Quality (4.3)
$600.00Team Realtree w/ Scope
$400.00Buck-buster 150 Outfitter Pkg
$200.00
3.6
3.8
4
4.2
4.4
4.6
4.8
521
Avg. Customer RatingConfidential Property - Prepared by M. Miranda for Carbon Express
Consumer Value
Ten Point X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas/Gander Customer Reviews Industry Avg. Quality (4.3)
$2,000.00 $1,800.00Avg. X-bow Pkg. Price
Phantom CLS w/Pro-View Scope and ACUdraw
$1,600.00 $1,400.00 $1,200.00 $1,000.00 $800.00Industry Avg. Pkg. Price ($747)6 Point Series GT Mag Pkg w/ 3X Pro-View Scope
Lazer Pkg 6 Point Defender CLS Pkg Titan HLX Pkg w/ Acudraw and 3X Pro-View Scope
6-Point GT Flex ACUdraw Package
$600.00 $400.00 $200.00
Titan HLX Scope Package
3.6
3.8
4
4.2
4.4
4.6
4.8
522
Avg. Customer RatingConfidential Property - Prepared by M. Miranda for Carbon Express
Bowtech/PSE X-Bows Price/Quality MapSource: Bass Pro Shop/Cabelas/Gander Customer Reviews
$1,400.00PSE TAC 15
Avg. X-bow Pkg. Price
$1,200.00 $1,000.00 $800.00 $600.00 $400.00 $200.00PSE Sidewinder XB Pkg
Industry Avg. Quality (4.3)
Bowtech Stryker Pkg
Industry Avg. Pkg. Price ($747)
PSE Copperhead 150 Pkg
2.6
2.8
3
3.2
3.4
3.6
3.8
4
4.2
4.4
4.6
4.8
523
Avg. Customer RatingConfidential Property - Prepared by M. Miranda for Carbon Express
Consumer Value
Eastman Outfitters X-Bows Price/Quality MapSource: Gander Customer Reviews
$1,400.00Avg. X-bow Pkg. Price
$1,200.00 $1,000.00 $800.00 $600.00
Industry Avg. Pkg. Price ($747)
Industry Avg. Quality (4.3)
X-Force 500
$400.00 $200.00
X-Force 300
3.6
3.8
4
4.2
4.4
4.6
4.8
524
Avg. Customer RatingConfidential Property - Prepared by M. Miranda for Carbon Express
Consumer Value
Projected Crossbow Brand Shares50 45 40 35 30 25 20 15 10 5 0Horton Barnett Ten Point Excalibur Parker Eastman Outfitters PSE 10.4 6.9 6.1 0.8 1.1 0.1 Bowtech 43.0
Projected Share = (20% x Brand share of Outdoor Specialty Customer comments 7/09 -4/10) + (80% x Brand share assumption for other distribution channels)
31.6
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