Blog Post 6: Why Consumers Choose Maverik over Competition

What Makes Maverik Different?

Throughout Marketing class, I have learned that there are many factors that go into consumers head when they purchase a product after evaluating competition. Like I stated in my last post, Maverik Lacrosse lies within the Monopolistic Competition competitive market, so they must differentiate their products as best they can. 

Young Maverik's Target Segment

When Maverik first began as a company in 2005, they needed to establish a target segment so that they could begin focusing their advertising effort towards that segment. When establishing a target segment, their is a specific list of universal criteria that most companies (like Maverik) take. They are as follows:

Market Size- the size is an important factor when deciding if the market is worth going after.

Expected Growth- Although the market may look small now, their may be projected growth in the future, or it is growing significantly.

Competitive Position- is there going to be a lot of competition, or is there a lot now? less competition= less competitive, more attractive the segment

Cost of Reaching the Segment- a segment that is inaccessible to a firm’s marketing actions should not be pursued, like if it was too expensive.

Compatibility with the organization’s objectives and resources- don’t go for it if it doesn't fit the image your company is trying to create and maintain. 

After reviewing this criteria, it makes sense that Maverik chose to target new lacrosse players at first since both the popularity of lacrosse, and the amount of kids starting to play was beginning to grow. Also, at this time, there wasn't much competition compared to other industries, so it was a pretty safe bet to focus on this target segment.

High Learning Vs. Low Learning Products at Maverik 

Since Maverik started as a fresh, new company at a time where lacrosse was just starting to gain popularity, the founders at Maverik needed to find the perfect balance of low learning and high learning products. 

High Learning Product- significant customer education is required, long introductory period

Low learning products- little knowledge is needed and the benefits of of purchase are readily understood.

At first, when Maverik introduced their first line of products, there was a bit of a learning curve since everything was so new and unfamiliar, but the products themselves were low learning. With sports products, athletes usually read up or test out many products that they end up purchasing so that they can compete to the best of their ability, and this is no different in the lacrosse world. Because of this, some new products with new technology, long introductory periods occur, giving it a high learning product qualities. On the other hand, right when you put a pair of gloves on or hold a brand new lacrosse haft at the store, you can feel the benefits right away, which allows the product to have many low learning qualities.