Analysis of target market&competitors&substitutes of folding beds in Germany

SPRINT 1 “TARGET AUDIENCE ANALYSIS”GOAL 1: TARGET AUDIENCE GROUPS AND THEIR FEATURESGERMANY

Team 1 Daria BezkorovainaEugene VolykMaria KorzhenkoOlha Lapii

MACROECONOMIC INDICATORS

Total GDP (PPP) - $3.338 trillion (2014) GDP per capita - $41.248 (2014) CPI – 107.0 (Sep/14) Inflation – 0.8 (Sep/14) Unemployment – 4.9 (Aug/14) Average salary per month – 2824 EUR (Q3

2013)

PURPOSES OF USE OF BEDCHAIRS

camping fishing/hunting country houses, gardens (for leisure) as a spare sleeping place

TOP MARKETS FOR FISHING AND CAMPING BEDCHAIRS

COUNTRIES – MAIN MANUFACTURERS OF BEDCHAIRS

TARGET AUDIENCE IN GERMANY DEPENDING ON PURPOSE OF USAGE:

Camping, fishing/hunting: man and woman aged 20-40, married or not, with average level of income (2000-4000 EUR per month) who prefer active style of life; fishermen and young travelers

Leisure & Rest (country houses, gardens), as a spare sleeping place: man and women aged 18-45 (if used in the garden – may be also retired), both low and average level of income (1000-3000 EUR), people who have small apartments or country houses

COMPETITORS: PRICE RANGE

Maximum price, EUR

315, 45

Minimum price, EUR

17,95

Average price, EUR

130,16

DISTRIBUTION OF COMPETITORS’ FOLDING BEDS BY PRICE SEGMENT, %

PRODUCTS-SUBSTITUTES

1) Camping, fishing/hunting: sleeping-bag sleeping pad air bed 2) Country houses, gardens (for leisure): chaise longue air bed hammock3) As a spare sleeping place: air bed chair-bed guest mattress

SUBSTITUTES (LEISURE & REST): CHAISE LOUNGES

SUBSTITUTES (LEISURE & REST): DISTRIBUTION OF CHAISE LOUNGES BY PRICE, %

SUBSTITUTES (LEISURE & REST): DISTRIBUTION OF HAMMOCKS BY PRICE, %

SUBSTITUTES (SLEEPING PLACE): GUEST MATTRESS

SUBSTITUTES (SLEEPING PLACE): DISTRIBUTION OF GUEST MATTRESSES BY PRICE, %

SLEEPING BAGS (camptz.de)

SUBSTITUTES (CAMPING & FISHING): DISTRIBUTION OF SLEEPING BAGS BY PRICE, %

AIR BEDS (camptz.de)

SUBSTITUTES (CAMPING & FISHING; SPARE SLEEPING PLACE; LEISURE&REST): DISTRIBUTION OF AIR BEDS BY PRICE, %

COMPARISON OF AVERAGE PRICES FOR SUBSTITUTES AND BEDCHAIRS IN GERMANY

Title Average price, EUR

Bedchair 130,16Hammock 77,41Air bed 69,23Guest mattress 148,11Sleeping bag 94,76Chaise lounge 78,79

WOODEN

OBI

Amazon

PLASTIC (amazon.de)

WOODEN

METAL

PRODUCTS-SUBSTITUTESOBI

Amazon

COMPETITORS: PRICES

Maximum price, EUR

469,55

Minimum price, EUR

2,82

Average price, EUR

53,79

THANK YOU FOR ATTENTION!