Marketing Strategy for KDH Bulletproof Vests

Abstract

This paper focuses on the development of a marketing strategy for the bulletproof vests manufactured by KDH Defense Systems, currently issued to soldiers in the US Army and Marines and in use by various law enforcement and correctional agencies. Through an analysis of its target market, market segments, competitive advantage and the positioning of its competitors, KDH is able to value itself and position itself as the industry leader for body armor among U.S. military, law enforcement, and correctional agencies.

Introduction

KDH Defense Systems manufactures body armor for use by military, law enforcement, and correctional agencies and personnel. Its product line is relatively small and consists of different variations of body armor protection, mainly protection offered for the torso. An analysis of the market segmentation, competitors, and potential for differentiation allow for the creation of a value proposition and position statement to help further KDH’s marketing goals.

Definition of the Segmentation Bases

The segmentation bases for KDH body armor include branches of the U.S. military, law enforcement, and correctional agencies. Specifically, KDH serves a government contract to provide the U.S. Army and U.S. Marines with specific models of body armor, while law enforcement and correctional agencies have a choice of models that range from concealable and more lightweight body armor to slight variations of the models used by the U.S. military.

Description of Each of the Target Markets

According to Roger (2012), market segments are groups with similar needs who will likely respond similarly to specific marketing messages (p. 220). In this case, the basic needs for each segment is the same—maximum protection with minimum encumbrance. The U.S. government is a major target market, specifically the people who make decisions and the troops who use the armor in combat. The two pieces of this market are different in terms of their needs and product experience. Decision makers look for compliance with technical specifications and cost, while troops want usability, comfort, and portability.

Analysis of Two Competitors and their Positioning

There are several competitors to KDH Defense Systems, including U.S. Armor and GH Armor Systems. Both U.S. Armor and GH Armor Systems create products similar to those offered by KDH—specifically body armor designed to protect the torso that offers different levels of protection based on government standards for ballistic protection. Each company positions itself similarly to KDH, targeting markets in law enforcement, corrections, and military. Because government contracts tend to be exclusive, it is unlikely U.S. Armor or GH Armor Systems services the U.S. military, but GH Armor Systems claims to provide a contract for the Canadian military, showing strong positioning in the international market.

Analysis of Competitive Advantages

KDH has several competitive advantages. First is the fact that it currently has the contract for providing body armor for the U.S. Army and Marine branches of the military. In this case, the federal government is an opinion leader that KDH can reference in its marketing message to other markets. Secondly, the reason for its contract with the U.S. government is because of technological innovations and design changes to the previous model of body armor, allowing the company to leverage its technology component—an important part of the message for all segmented bases. Furthermore, it can factually claim to be superior to the replaced model of body armor, allowing the company to claim product superiority without devolving into unethical attacks that question the reliability or safety of competitor products. Because the quality of the product is easily demonstrable through proof of the contracts it has secured, KDH can focus more of its marketing message on comfort and usability of its armor for the military. Its competitors must also promote a message of function and safety performance, dividing their marketing resources more than KDH.

Development of Value Proposition and Positioning Statement

Through an analysis of KDH’s competitive advantages, its value proposition should focus on its unique strengths: KDH offers industry-leading protection through innovative body armor products that focus on quality, adaptability, and comfort. To this, it is possible to add a positioning statement, which should include addressing the perceptions of potential customers. The metrics for customer perceptions are based on quality, technological innovation or superiority, and comfort and practicality. Thus, the position statement is as follows: KDH Defense Systems is the best choice for personnel needing the industry’s best overall performance of usability comfort and most importantly safety performance in body armor.

Conclusion

A sound marketing strategy must understand the competitive advantages, value proposition, and position in the market in order to effectively reach the targets in the different marketing segments. Couple that with an understanding of competitor capability and positioning, and it becomes possible to focus the marketing message even further. KDH Defense Systems currently offers body armor exclusively used by branches of the armed forces, giving it market share for a huge target market and allowing it to position itself as the industry leader and preferred choice of an opinion leader when targeting its other segments in law enforcement and corrections.

Reference

Roger, K. (2013). Marketing (11th ed.) New York, NY: McGraw Hill.