Abstract

2015 Soft- Good Competitive Analysis  

Velocity Consulting was asked to audit and assess the diving soft good competitive product landscape for SCUBAPRO and SUBGEAR and to provide perspective on target markets, segmentation, and innovation in the soft goods area for each of the following brands:

SCUBAPRO, SUBGEAR, Aqua Lung, Atomic Aquatics, Oceanic, Mares and Cressi Sub

Audit and pricing data was compiled between November 12, 2014 and January 25, 2015. Audit data was compiled from each respective brand's website. Price data was compiled from LesurePro.com and customer data was compiled from referenceUSA.com and PADI.com

The conclusions of the group, which will be presented to the board of Johnson Outdoors are as follows:

SCUBAPRO offers the third largest catalog of soft-line products with 72, Cressi Sub tops the list with 88.

 SCUBAPRO and SUBGEAR focus on function versus fashion:

●     SCUBAPRO offers the 2nd least color options overall at an average of 3.13

●     SUBGEAR offers the least color options out of any brand with an average of 2.39

SCUBAPRO and SUBGEAR’s wetsuits are slightly less colorful from the designated competitive set.

●     SCUBAPRO wetsuits are more aligned visually with Oceanic

●     SUBGEAR wetsuits are more aligned visually with Aqua Lung, Cressi, and Mares

●     SCUBAPRO is rated 2nd and SUBGEAR is rated 3rd with the number of masks with color accents

●     Aqua Lung has the most visually appealing snorkels, fins and masks.