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Brine






2012

RISD

Business of Product Design Studio

Brief

Choose a company and create a product line extension proposal alongside a viable business plan.

Concept

Brine is king of lacrosse. Lacrosse is the fastest growing sport in the U.S. and youth lacrosse is the fastest growing segment. Brine does not currently make youth lacrosse equipment...






Who We Are

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How We Can Strengthen Our Nation

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Lacrosse is the Fastest Growing Sport in the US.



Youth
Lacrosse

is driving this growth.

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We do not currently offer Youth lacrosse equipment.











R & D fuels our business.

We acquire and maintain customers through new product development.

We need to extend our offer to Youth Lacrosse.











How? Understand the Consumer through Market Research

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Youth lacrosse equipment is essentially Mens equipment that has been taken down to a smaller size run. This creates visible problems that affect safety and performance.






Competitive Analysis

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Huge need for innovative Youth protective gear that optimizes safety and performance.











Concept Development

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Materials & Manufacturing

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Prototypes

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Final Product: "Prince I"

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Launch in Core Colorways and Exclusive College Team Colorways

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Branding

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Marketing Mix

Product



"Prince I"

All-Inclusive Compression-Molded Protective Gear For Youth Lacrosse Players


Iterations of the product will follow as Prince II, Prince III, etc.


"Prince" Youth protective gear meant to proceed existing "King" Mens protective gear.

Price



Core Colorways

Retail $129

Wholesale $65


Exclusive College Team Colorways

Retail $139

Wholesale $70


Customized Colorways (Brine.com)

Retail $159

Wholesale $80

Place



Sporting Goods Retailers

Dick's, Modells, City Sports, Lax.com

Potential for exclusive early role for top retailers


Direct to Consumer

Brine.com

Online customization with team colors


In-store Delivery Date

2/1 for the start of Spring lacrosse season

Promotion



Utilize our "R & D Team" of Professional and College Lacrosse Players

Youth clinics, online tutorials, and promotional videos.


Large Web Presence

Facebook, Twitter, Instagram, and email blasts.


Sponsored Events

Youth lacrosse town teams, recreational leagues, etc.

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Financial Success

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