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Monday, September 26, 2011

The Marketing Environment

Smith and Wesson has kept its sales in the same/similar markets for the last one hundred years.  Law enforcement, Personal saftey buffs, gun enthusiasts, military contracts, and gun collectors alike.  When one looks at a gun, traditionally, it gives thoughts of violence, testosterone, "manliness", American pride, etc.  But for the last decade, now women can look at guns and think...."cute"?  With women moving up in the tax brackets ever year, doing more dangerous jobs, enjoying sports that traditionally were dominated by men, how did Smith and Wesson decide to dive into this market?  Smith and Wesson began to appeal to a fresh female client with a female friendly line of pistols, introducing the S&W 637 6 round revolver.  With a 1 7/8" barrel, it allows for easy placement of the pistol in a clutch or a handbag.  The type of ammunition used is .38 rounds, which allow for quite a punch, but with a low recoil, allowing for easier shooting for females.  And to add icing on these fashionably deadly cake, the gun comes with a hot pink pistol grip, so the ladies can express their femeneity as they pull that trigger! 

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