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Cleat Guards:

Discover how Cleat Guards revolutionize sports safety with unique design features and marketing strategies. Gain insights into customer needs and feedback, distribution channels, and supply chain planning. Learn valuable lessons on concurrent engineering teamwork.

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Cleat Guards:

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  1. Cleat Guards:

  2. The Team:

  3. Concurrent Engineering: • Total group participation • Open communication 24/7 • Total support • Brainstorming

  4. Market and Customer Needs: • Over 240 million people regularly play soccer in more than 200 countries in every part of the world. • Over 50 million people in North America play football/rugby • To determine needs: Surveys were distributed among various amateur players in high schools and university • The customer needs obtained were evaluated, resulting in 7 main customer needs

  5. Marketing StrategyCustomer Needs • Injury Prevention: The cleat will prevent slipping on smooth wet surfaces • Ease of Cleat Attachment: The cleat guard is easy to slip on and off • Product Protection: The cleat guards protect the cleats from wear • Dexterity: The cleat guards simulate a normal shoe when placed on the cleats • Cleanliness: The cleat guard keeps dirt and grass from coming in contact with any surrounding equipment, and minimizes the amount of dirt and grass contacting the cleat sole • Comfort: The cleat guards will provide sufficient comfort to the wearer to simulate a normal pair of shoes • Durability: The guards will last as long as the cleats will

  6. Cleat Guards:

  7. The Cleat Guard • Justification of Design -Sole -Straps made of elastic strap with velcro -Minimum number of components -Durable yet very deformable insole -Lightweight -All materials very flexible and basic

  8. Marketing Strategy: Customer Needs and Feedback • Market: amateur soccer, football and rugby players • Stages of targeting: North America Europe South America • Prototype variations will be distributed as trials to university athlete market • Surveys will be used to determine areas of weakness and improvement • Will ensure the best possible product will be manufactured, preventing costly ECOs

  9. Marketing Strategy: Distribution and Promotion • Sports specific stores: Foot Locker, Super Monde Des Athletes • Department stores: Wal-Mart, Zellers • Product will be promoted by sponsoring local soccer, football, rugby games

  10. Marketing Strategy: Advertising • Weekly flyers • Website ads : Sports Illustrated “advertiser links” • Commercials geared to the relevant sports using popular professional athletes

  11. Marketing Strategy: Advertising: Sample Advertiser Link

  12. Material Requisition (MR) • All Quotes are in US Dollars • TBA-To be advised, waiting on response from company contact

  13. Contracts awarded to : 1- Back Be Nimble Inc. 2- Hookandloop Inc 3- Bonsun Rubber

  14. Department Budgets • Materials Budget: $16,865 • Manufacturing Budget: $30,100 • Shipping Budget: $8,500 • Packaging Budget: $5,000 • Marketing Budget: $10,000 Total Monthly Budget: $70,465

  15. Breakeven point 8400 pairs • Initial period: • Investment • Material • Manufacturing • Distribution • Packaging • Monthly: • Considering batch size of 10,000 • Fixed costs

  16. Supply chain planning • Suppliers delivery included in purchases • Factors involved in decision • Price of material : fixed with delivery at site • Leadtime and influence on cost • Volume discounts • Order requirements • Economic Order Quantity: holding, stock-outs, ordering cost, lead time, volume discounts. • Batch size • Frequency of orders • Alternative suppliers

  17. Supply chain planningDistribution of finished product: • Placement of product : • Specialized (sports) retailers:Foot Locker, Sports Experts • Large retailers: Wal-Mart, Canadian Tire, Sears, Target, K-Mart, JC Penney, etc. • Retailers require suppliers to receive products on specific distribution centers • Shipments made through commercial carriers • Costs depending on size, weight or volume and distance

  18. Prototype

  19. Bottom View

  20. Side View

  21. Exploded View

  22. Lessons learned • Concurrent Engineering: • Communication • Teamwork • Documentation • Commitment • Use everyone’s strengths

  23. Questions?

  24. Thank you!

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