Fishing in Kingston, ontario

FISHING in KINGSTON

P. JON BOYLE

TYLER KNOWLES

MELISSA LOTHIAN

BRENNAR LAUTERBACH

Table of Contents

Market Size and Growth………………………………………….2

Market Segments………………………………………………….4

Competitor Analysis………………………………………………4

Marketing Plan……………………………………………………5

Positioning Statement…………………………………………….5

Marketing Objectives……………………………………………..5

Target Market Profile…………………………………………….6

Marketing Communications Strategy…………………………….7

Advertising Objectives……………………………………………7

Distribution……………………………………………………….8

Media Plan………………………………………………………..11

Media Objectives………………………………………………....11

Media Strategy……………………………………………………12

Media Rejection Rationale………………………………………..16

Marketing Execution………………………………………………17

MARKET BACKGROUND

MARKET SIZE and GROWTH

The Canadian recreational fishing market is huge even though the market is decreasing. As of 2005, there were over 3.2 million anglers actively fishing in Canada. This statistic has steadily declined by an average of 2% over the past 10 years. The year 2000 saw an average of 3.6 million anglers compared to 1995, when there were around 4.2 million active anglers in Canada. This declining trend is also reflected in the provincial statistics. In 1995, there was an average of just over 1 million resident anglers in Ontario compared to 765,000 in 2005. An interesting thing is the number of direct expenditures spent by anglers per annum, $2.5 billion, hasn’t changed. However, because of inflation, these expenditures have decreased by 1% in the past several years and an average of 2% per year since 1995. What this means is that in 1995, $2.5 dollars were spent on fishing expenditures, but if you were to buy everything today in 1992 dollars, anglers would have only spent around $2 billion. (Survey of Recreational Fishing in Canada 2005, Department of Fisheries and Oceans and The Economics of Fishing, Canadian Sport fishing Industry Association)

Fifty-one percent of anglers fishing in Canada are between the ages of 45 and 64 years old. 36% percent are between the ages of 25-44 years old and anglers 65 and older made up 6% with the average age being 49 for males and 45 for females. 83 percent of all anglers are males and 13 percent are female. Resident anglers fished an average of 15 days while non-resident and foreign anglers fished around 7 days. 24 fish are kept on average by resident anglers, non-resident anglers keep 7 fish and foreign anglers keep an average of 16 fish. Anglers spend $6.7 billion annually. 36 percent of that is mainly spent on fishing trip expenses, which