STRATEGY.

Who are we talking to?

Military-style watch active shoppers, collectors, trade.
"Wannabee" pilots, divers, racers, etc.
Actual pilots, divers, racers, soldiers, mercenaries, etc. and their families, friends & colleagues.

What's on their minds?

Self-image; projected image.
OR Specific tasks.

Aesthetics/style
Reliability
Specific functions
Specifications
Credibility
Price

Why are we different from close competitors?

Credibility:  C-D watches are designed for and used by real pilots, divers, racers, soldiers, etc.

No Frills:   All components built to accomplish specific tasks under adverse conditions.

Specifications of most models vary compared to competition. Aesthetics & style are subjective.
Similar reliability/specific functions are offered by competition.  

How do differences benefit customers?

Credibility => Confidence that C-D watches are used by real professionals improves self-image and projected image.  Also supports purchase for a specific task.

No Frills => Justifiable lower price than name brand watches offering similar style/functions.  

Main objections to trial/purchase?

Aesthetics/style (subjective).

Some functions unfamiliar.

Real users are unknown to prospects.

Brand unknown to general public, retail sales force.

How will we measure results?

1)  Incremental sales over baseline among active shoppers at current retail dealers serving markets reached by advertising.

2) Incremental 1-800 calls over baseline for nearest retailer.

3) Incremental HPH, TSOL and hits to dealer-search page: http://www.chase-durer.de/newsite/popup/find_a_dealer.html

4) Anecdotal reports from trade regarding customer inquiries, "seen and noted" comments on ads, etc.

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