2011-12 Ski Preview: Vertical

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Diesel; Myth

Diesel (top), $980 & Myth, $720

Vertical Skis
Marketing Manager, Sales

Diesel, (men’s, unisex)
Ski dimensions: 135-115-130
Available length of skis: 188, 180, 170
Target market with the featured skis: The Diesel is an all-mountain/powder monster for someone looking for that perfect ski to do it all. The Diesel also comes in 170cm length that is good for women and kids.
Two-sentence description of featured skis: The Diesel is a rocker-camber-rocker ski that loves any type of snow condition.

Myth, (unisex)
Ski dimensions: 116-82-111
Available length of skis: 168, 160, 150
Target market with the featured skis: The Myth is an traditional all-mountain twin-tip geared towards both sexes who want a smaller size ski to rip groomers, crud or even the park.
Two-sentence description of featured skis: The Myth is a smooth, versatile ski that allows any lighter weight rider enjoy the whole mountain on one ski.
What’s on the horizon for next year’s skis?
We are currently working on a carbon fiber Tele-ski and a stiffer competition mogul ski.

What are three of the biggest forces shaping the changes and developments you’ve made?
The biggest force for changes in our line is demand. We can guess and hypothesis so much but you don’t really know how a model will do until you go to market with it. For our mogul line what we wanted to do is capture both markets of the mogul rider, the lighter weight competitor and the mogul enthusiast to the highest level competitor that demands a stiffer mogul ski.

Any completely new models (including pro models)?
We will be launching our Pro Mogul model next year.

Any disappearing?
None yet, we are satisfied with how sales and demand have been for our new line-up.

What will be your best selling ski? Why?
Our best selling ski has been the Diesel model. It is a great powder ski that also has the flexibility of being an all mountain ski because of the size and construction.

Any new materials or construction technologies?
We are finishing up our carbon fiber tele-ski that will surely be a favorite to any AT or Tele rider.

What themes are you seeing for colors/graphics?
We are going to incorporate different artists with existing paintings and continue to us our own graphics team for all of our top sheets. We still plan on using bright colors but using more objects in our new top sheets.

What are price points doing?
We expect our price points to stay the same in the models we will continue to make because of how fast they are selling plus the construction in our skis will stay at the same level as they have been produced in the past.

What market segment are you focusing on? How and why?
Because we have a pretty diverse line of skis, we want to continue to increase market share in all of them. Our Pipe and Park stuff will continue to grow by word of mouth and we look forward to testing because those skis are so well built and hold up to almost any punishment riders can give it. Our mogul market will expand with our Pro Mogul coming out next year. We really feel that between our two models of mogul skis we can capture the two riding styles of mogul skiers.  We look forward to magazine tests for our Diesel and Powder Hound because they have tested so well with the public and also coaches for teams in Colorado.

What types of skiing do you see leading sales next year (racing, all-mountain, park, etc) and why? How are you planning ahead for that?
Next year, I imagine our Diesel will lead our sales again. It is the perfect western US big all-mountain/powder ski. When we get our retail orders in the spring we plan on adding at least 50% more to cover the areas that our growing retail base doesn’t yet.

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One Response to “2011-12 Ski Preview: Vertical”

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