ANDENTERPRISE

INNOVATION
ET3OO6
OFSCUBA
AIDEDDESIGN
COMPUTER
DEVICE
WARNING
DIVINGAIRPRESSURE

MarketingSection
By
EISAKAMRANI

GomputerAidedProductDesign
BSc.(Honours)
and BuiltEnvironment
Schoolof Engineering
Universityof WolverhamPton

,
,

Year:
ModuleLeader:
during:
lnnovationandEnterpriseundertaken
CreditRating:
Modeof Attendance:

2007/2008
Mr.G.Hudson
2 2008
Semester

,tt

FullTime

Marketing
Contents

PageNo

(D

Tifle
Contents
Listoffigures
Overview

(iD
(ii0
(iv)

1.0MarketAnalysis:
1.1Observations
andneedfortheproduct
2.0Backgrund Research:
prcducts
2.1Existing
2.2Console
divegauges
gauge
2.2.'1
Aerispressure
3
2.2.2Compact
2 9au9econsole
4
2.2.3Tripleconsole
5
2.2.4Advantages
anddigadvantages
of thegaugeconsote
device
6
2.3DiveComputers
7
2.3,1WtecDSDivecomputer
8
2.3.2Suuntolaunches
newDOdivecomputer
I
2.3.3Suuntostingerdivecomputr
10
2,3,4Oceanic
DataMask
HUD
11
2,3,5Advantages
anddisadvantages
of thedivecomputer 12
poduciEobservations
2.4Existing
13
3,0Taryetmarkats:
3.1Marketsurvey
3.2Survey
analysls
4.0MafietlngObjoctlves:
4.1Establishing
themarketsize
posible
4.2Meerkats
targetfromBSACactivemembers
4.3Salstarget
4.4Forecasted
sales
5.0MarketingStrategy:
5.1Pricingstrategy
anddesignations
5.2Advertising
designation
5.3Initialadvertising
facilities
andcost
5.4Advertising
method
andcost:
5.4.1Exhibitions
(divingshow)
5.4.2Advertising
in diversmagazine
[190
(Meerkats)
5.4.3Company's
website
5.4.4EmailthrcughtheBSAC
pLase condnue b net<tpage

14
15,16
17
18
19,20
22
23

25

5.5Advertising
costin 5 yearbreakdfivnbasiE
5.5.1AdvertBingcostin yea|I
5.5.2Advertising
costiny6ar2
5.5.3Advrtising
costin year3
5.5.4Adwrtsingcostinyear4
5.5.5Advgrlisingcostin y6ar5
5.5.0Totaladverlising
cost3in SyearE
5.eCompany's
Logo
6,0DEtrlbutondorlgnrtlon:
0.1Product
dlstrlbuffon
cost
e.1.1Dletlbutlon
coetInyearI (ono)for 1450uni6
0,'1.2DlEflbullon
costInyar2 br 3150units
6.1.3Dbflbutlonco8tin yer3 br 7300unitB
6.1:,{ Dlstlbutloncosth yoar4 br 12E00unit8
S.1.5Distlbution
costinvsar5 br 15200unib

2e
27
2A
2S
30
3 1 ,3 2
33,34
34

Appendhl:
Samoleof Questlonnaire

qA

Blbllognphy

37

List of Figures

PageNo

Background
Rearch
Flgurc2.1.'l
Flgurs(2.2.1)A
Flgure(2.2.2)B
Flgure(2.2.3)C
Flgu|p(2.3.'l)D
Flgur.{2.3.2)E
Flgure{2.3.3)F
Flgun {2.3.4)G

DiveComputers
& ConsolePressureGauges
SingleConsolePressureGauge
Compact2 gaugeconsole
Trlplegaugeconsole
VYTECDS Divecomputer
D8divecomputer
Suuntostinger
OcsanlcDataMask
HUD

2
4
5

I
'10
11

MartotSurvy(graph!, chart8rnd tablo!)

Plechrrt 3,2.1
Plechlrl3.2.2
Grsph4.3.2

Result
of Oueston1
Resultof Oueslion
6
Breakdown
of theforecasted
6alES(ovBr5 years)

l5

16
19

Tabl!
Table4.2.2
Table4.3.1
Tableil.il.l
Table5.3.1
Tablr 5.5.1
Table5.5.2
Table!,!,3
Table5.5.'l
Tabl6.5.5
Tablo5,5,6
Table6.1.1
Tabl.6.l.2
Table6.1.3
Table6.1.4
Tabte6.1.5
Tablo6.1.6

TotalMarket
TargetwithlnUKdivingmarket
Salesgrov/overfiveyears
Forecastd
unltsalestabl6
20
Initialadvertlslng
(hardwsre
facilities
& sofrware)
and
costtble
Adverilslng
costin yearI
Adverlising
costin year2
Advertislng
costinygar3
Advertising
costInyear4
Advertising
costin y8r5
Totaladverlising
co6tsin Syears
Product
distrlbuiion
cost
Dlslribution
costin Year1
Distributlon
costin Year2
Dislribution
costin Year3
Distribution
costin Year4
Distributlon
co6tin Year5

18

2A
27
'A

u
35

LOgO

Flgure5.6.1

Company's
Logo

30

Overview
so innovative
andyetso simple
therecomesan ideaso brilliant,
Occasionally,
Company
thatyouwonderwhynoone'sthoughtof it before.TheOxycheck
hasfoundin January2008whena groupof finalyearproductdesign
cameupwitha new
students,
studying
at the University
of Wolverhampton,
Droduct
idea.
presentinvention
relatesto a devicefor issuinga warning
ThaOxycheck
in thacompressod-air
whenthepressure
tanks
signalto divers,(byvibrating)
hasdroDDed
belowa certainlevel.
(bullets
members
Thecompanyis runningundardirection
of thefollowing
pointsbelow)andthereportwillbe basedoneachdirector's
individual
duty.

Director
EisaKamrani:
Marketing
andProduction

Keenan
Merckel:Design
andProduction
Direclor

Finance
andProduction
Director
Yashar
KhatibShahidi:

1. MarketAnalysis:
1.1Observations
and needfor the product
Safatyis a majorconcemwhenscubadivingas youareoperating
in a
different
environment
andyouneedto respectthedifferences.
Althoughit'sbeensaidthat,ScubaDivingis oneofthe safestrecreational
sportsarounddueto lo\,t/
fatalities
andinjuriesbutdespiteitssafereputation,
therearestillimportant
measures
thatshouldbetakenin orderto orevent
divingaccidents.
VvhenthingsgowrongundeMater
theybecomeseriousveryquickly.We are
surrounded
by a hostileelementandthedividinglinebtwaen
a nearmiss
anda seriousaccident
is a thinone.Forexample:
A minorheartattacksoon
becomes
a deathby drowning
or a panicattackbroughton by inexperience
andchallenging
conditions
canswifrlyleadto thesameresult.
Although
air pressur
checkis oneof thomajordutiesof a diver,because
failureto do so mighlenduprunningoutof airunderwaterbutsometimes
happens
thatdiversforgstor unableto checkit.Obviously,
thishappens
due
to thr6emainreasons;
(i)divingcondition
(ii)equipment's
faulty(iii)diver
neglig6nce.
Equipment
faultyis lessobviousto happ6nbecausealltheequipments
must
testbeforediving.Divingcondition
canbe predicted
beforeentering
to water
(apartfromsomeemergency
situations,
whena rescuing
issuemuslbe
carriedout)butdivernegligence
is themostobviousproblem.
Whena diversuddenly
feelsthatthecompressed
airtankis runningoutof air,
thedivergetspanicked
andrushesto thesurface.

Consequently,
if a diverrushesto thesurfacetooquicklyrisksfatallung
injuries,
paralysis
or braindamage.
Although
therearedifferent
kindsof airpressure
checkdevicesin themarket
(whichwillbedetailedin existingproductresearch)
butnoneof themare
capableof automatic
wamingunlesspresetandtimed.
Therefore,
Orycheckfeltthatthereis a needfor an alternative
air pressura
checkdevicewhlchcouldwarndiversautomatically
by vibrating.
2.0BackgroundRegearch:
Thebackground
research
is to makesurethattherais nota similarproduc.t
in
marketalreadyin existence
andtheidoais newanduniquebutalsowhen
researching
a projectit is veryimportant
to lookat existingdesigns.
Oftentha
bestideasaredeveloped
fromexistingdesigng
bcausetheycanbe
improved
andlessonslearnedfromearliermistakeg
or d6signfaults.
2.1Existlngproducts
Theexistingproducisregarding
airpressur
checkwillbesplitin twogroups;
. ConsolePressurs
Gauges
.

DiveComputgrs

lmaga2.1.'lshowsa sampleof 6achproouc-l.

Figure2.t.1 DivComput.B& ConsolepresgurGaugosr

frttp:/lmages.googte.co.uMmages?um=1&ht=en&q=scuba+diving+
l,9r]li!9Re3oTce_sr
all+pressure+check

2.2consoledivegauges
Mostconsoledivegaugescombinebothdepthandair pressure
forthescuoa
cylinder.
VVllile
therearesomesingledivegaugesfor specific
applications,
integrated
scubagaugesaremostcommon.
Generaljy
whenyoupurchase
a
z-Gaugeconsoleyouwillhavebothdepthandpressure
withthegauge.
Whenyoubuya 3-Gauge
consoleyouwilthavedepth,airpressure,
andan
underwater
compass.
ConsolePressure
Gaugewasdesigned
in 1943,when
Jacques-Yves
Cousteau(whohasto headlhe listof FamousScubaDivers)
andEmileGagnanredesigned
andtestedthefirst,,aqualung,,'
or openalr
clrcuit,w usetoday,After65 yearsthecapability
andfunctionality
of the
consolegaugesareremained
thesame(apartfromtheoutsideappearance).

2,2,'lAeri6pressurgauge
"Thisis a singleconsolesubmersible
Prassure
Gaugehasa specially
designed
Bourdon
Tubeto makethisoneofthe mostaccurate
gaugeson th6
market.A largeluminous
dialmakesvi6wingoasierin lowlightsituations.
For
thepriceof 46,thisdeviceis onlycapableof readingtheair pressure.
"
Figurebelowshowsa singleconsoleandrelevanthosewhichconnectthe
consoleto thecomoressed
airtank.''

FigureA (2,2.1)SlngteConsoleprEssureGaugo2

OnlineResources:
http/www.divebooty.com/dem/332/aeris-pfessure_gauge.
html
'OnlineResources:
hitp://jmages-goog,e.co.uk/images?um=1&hj=en&q=scuba+
orvrng+ajr+press0re+check

-_

Features:
Smallandcompact
gaugeto 5000psiand220ft
Pressure
resistant
boot
Shock
Readsto 400 bar
Lumlnescentgaugeface
lncludesorotectivebootand 750 mm hose
2.2.2Compact2 gaugeconsole

Compact2 gaugeconsole,is smalland compactfor lessdragand weight.

lvladefrom lightdurablePVCwith a compact,ergonomicdesign.Fittedwith a
quality4cm pressuregauge.Alsofittedwith a 4cm depthgauge.Fittedwith a

92cmhoseratedto 1500bar.The gaugefacesare luminouswhichmakesit

easyto read,as shownin figureB (2.2.2)
Thisproductis beingsoldin the marketfor $129.99whichis about65.

FigureB (2.2,2)compact2 gaugconsola

Features
Smalland compaclfor lessdragand weight
Brasspressuregaugeto 5000psiand 22oftdepthgaugewith maximumdepth
indicator
Shockresisiantboot
Readsto 400 bar
Built-in
thermometer
in Celsius
gaugeface
Luminescent
Includesprotectivebootand 92 cm hose
a

1&hl=en&sa=X&oi=spell&
http://images.google.co.uk/images?um=
OnlineResources:
&q=diving+gauge&spell=1
resn!m=0&ct=result&cd=1

2,2,3 Tripleconsole
'-

anddesmopan
withreinforced
lt is madefromhighlydurablepolycarbonate

glassfibrefor excellent
andgrip.Fittedwitha quality4cm
wearresistance
pressure
gaugeavailable
in eitherPSI(0 to 5000)or Bar(0 to 350).AIsofifted
depthgaugeavailable
in eitherfeet(Oto 230)or
witha 4ommre-settable

Metres(0 to 68).Therearbf theconsoleis fittedwitha qualitycalculated

graduated
bezel.Fittedwitha 75cmhose
compass
witha rotating
angulation
andtheconsoleis freeto
bar.Thegaugefacesareluminous
ratedto 15OO

swivelonthe hose.As shownin figureC (2.2.3).

FigureC (2.2,3)Trlplegaugeconsoles

Totalapproximate
weightin air- 4759
retailprice- e139.95
Suggested

5 OnlineResources:
http://images.google.co.uUimgrs?imgurl=ht1p://www.cressF
sub.nel/images/72console4.jpg&imgrefurl

2.2.4Advantag$ and disadvantages

of the gaugeconsoledevices
-

Advantages:
ConsolePressure
Gaugesareeasyto use
.

Productis available
in Singleconsole,
doubleconsoleandtripleconsole

Allgaugeconsoles
(fcrdivinguse)haveLuminescent
gaugefacevyhich
makesit easyto readin darkcondition.

,.

Easyto attachto theoxygentank

Nopo\r/erneeded(whentheairvalveis openedstartsshowingtheairlevel

anddepth)

Dlgadvantages:
Thoproducts
do notgivean aulomatic
warningto divers,whentheair
prssurelevelsdrops.

..
.

lt is difticultto readif thewateris invisibte.

Gaugeconsoles
areto hangup bylhe sidetherafore
to chacktheair
pressuro
it mustbegrabbedandread.

.
'

Althoughtheproducfis reliablo,
percentaccurate
butit is nothundred
when
the@mpressed
airpressure
dropsunder50 bar.
Th6productfunctionality
andmgchanism
remains
thesame(apartfromits
apparanc)
sinceit waslirstdesigned
in 1943.

a
;

2.3DlveComputars
*

DiveComputers
(ScubadivingcomputoF)areprogrammable
devicewhich

work with batterypot{erandhasmoretunciionatityand capabitityin

compariaon
to consolegaugs.DivecomputEare greatadditionsto div6

*
,

gearaBnalwhichcangreaflyimprovedivesexperi6nc6by providing
important
information.
A Dlvscomputer
or sometimEs
a div6wetchis usdto
sho\.v
thedivsrtheirdepthandoryg6nl6v6Fincluding
manymorafEatureE

euchas ths durationof the dive,decompr3sdon

times,theirpositionin th6

wEtor(No.th,South6tc)andmanyothervaluablodata.
Of coursetherBls a baoadrang6of div6compu!6r8availeblein the martet
withdiflbrntprica,d6p6nding
on dive/sn6dsendbudget.

2.3.1VytecDSDivecomputer
TheSuuntoVytecDSis a versatile
fulldecompression
computer
forthe
advanced
diver.ltsthreeoprating
modes,abilityto set multiple
gassesand
itsoptional
wirelesspressure
probably
transmission
makesit themost
feature-rich
divecomputers
onthe market.TheVytecprovides
a widsrange
of operating
modesandsettingsthatcanbesetto suitev6rydiveisneeds
withaneasy-to-operate
userinterface.
Operating
modespecificdisplaye,
reliablepushbuttonsanda deardisplayaddto usrfriendliness.
Therstailerpriceis e396.
FigureD(2.3.r)
showstheVYTECDSDivecomDuter

FlgureO(2,3.1)VYTECDSDtvecomputoro

Optlom:
PC Interface
Universal
Computer
Retractor
Available
withor withouttransmitter
HoseMount,Rekaclor,
or consolgmounting
options
Depthdisplayrange0450ft(0-150m)
AltitudeAdiustment
O.10,000
leet/ 0-3000meters
Battery-po\./er
indicator
6

OnlineResources:
http/images.google.co.
ukfimgres?imgurl=http://wwr,v.aqualung.com
/imageslprcducts/prd_suunto

2.3.2SuuntolaunchesnewD6divecomputet
Madefromstainless
steel,thenewSuuntoD6divecomputer
hasbeen
designed
to be botha stylishwatchon landanda trustedcompanion
underwater.
Suunto's
uniquedigitalcompass
is alsofoundin theSuuntoD6
andshowsdiversthedirection
inwhichtheyareheadingbothgraphically
and
numerically.
TheSuuntoDOhaslhreemodes;Air,Nitrox,andGauge.Divers
canchoosebetweenmakingtraditional
shallowsafetystopsor,withthedeep
stopsfunctionactivated,
makingsafetystopsat depth.
Priceof thisdeviceontheebayis $929whichis equivalent
to 1479.6.
Figurebelowshowsa newD6divecompuler
fromSuunto.

FigursE (2.3.2)D6dtvocomputor7

Featurea:
. Fullwatchfunclionwithwakeupalarm,12ot 24 hourmode,dateand
timezoneshifrfortravelling
.
.

No-decompression
DivePlanneruplo 57.7mal21o/a
SafetyStopTimer

Userseloctable
alarms

Desaturation
resetfunction

Push-button
actionto togglethroughsettingsduringdjving
Infraredtechnology

' OnlineResources:
hltpJ/wwwscubascoop.co.uk/buying/suunio_launches_new*d6_
drve co,ono

2,3.3Suuntostingerdivecomputer
SuuntoStingerhaseverything
a divercanaskfor.lt is theonlywristop
computer
in theworldwithseparte
Air,NitroxandFree/Gauge
modes,each
of whichhasa detailedprofilememory.
SuuntoStingerrecordsandstores
datafor lateranalysis.
Youcanview compare,
andanalyzeyourdiving
performance
througha specially
designed
PCinterface.
Thetechnical
features,
(notin theprice
combined
withthepC interface
included)
developed
ior moregraphical
representation
of yourperformance,
andourIntarnet
Community,
whersyoucanshareinformation
withotherlikemindeddiversiromaroundthewodd,makeSuuntoStingerthedeviceof
choicefor everydiverandundaMater
explorsr.
Theretailerpriceof this
productis 444EURwhichis equivalent
to e299.9andanATOM2.0
Transmifter
for thlsdevicocost$419.95= e210.
Totalpriceof thedevice= 8509.3
lmagesbelowshowsa Suuntostingerdiv6computer
andtransmitter,

Featurcs:

FtguroF (2.3,3)Suuntosdngors

Air,Nitrox,Free/Gauge
modes

.
r

Completewatchfunctions
Extensive
memory
func.tions

Adjustable
units

Bookmark
func{ion

SuuntoRGBMmodel
3

OnlineResources:
httpJ/www-is-heinemann.com/suuntoiive-computer-stinger-p-163
html

10

2.3.4OceanicDataMaskHUD
The OceanicDataMaskHUDcontains
a miniature
liquidcrystaldisplay
i

(LCD)panel,proprietaryDigitalOpticSystem,microprocessor,
depth
transducer,wirelesscylinderpressurereceiver,diverreplaceablebattery,and
controllingsoft\{are.The miniatureLCD allowsyou to keepyoureyesfocused

criticaldivedataincluding:
on thedivewhilepresenting
currentdepth,elapsed
divetime,cylinderpressure,
anddivetimeremaining.
The DigitalOptic
Systemprovidesa clear,highlymagnifiedimageof the LCD,whichis

viewableregardlessof environmental
conditionsand may be seenclearlyby
the vast majorityof people,regardlessof vision.
= e650."'
Priceon theebayis $1295.95

lmagebelowG (2.3.4)showsthe productin use.

HUDr0
FigureG (2.3.4)OcaanicDataMask

Features:
In-MaskDiveComputerDigltalOpticSystem
Wireless
Air Integrated
Technology
PatentedAir Time RemainingAlgorithm
AudibleAlarmswithUserAcknowledgment
Backlighting
may be adjustedundeMaterfor brightnessas well as full-timeor
on oemanouse
DiverReplaceable
Batteries
eOnlineResources:
httpr//scubatoys.com/store/Scuba_Watches.asp
r0
puiers-WoQQ-tfksidzm3T
httpJ/search.ebay.com/divingcom
OnlineResources:
QQfromZR40QQfrtszo

11

2.3.5Advantagesand disadvantages
of the divecomputer
-

Advantages:
.

Allthedivecomputers
haveExtensive
memoryfunctions

Theproducts
displaycunenttankpressure
andremaining
bottomtime
(RBT),withouttheuseof a highpressure
hose

Theproductshavesafet stopcountdown

Theproducts
haveadjustable
profilememorysampling
rare

TheproducishaveundeMater
stopwatch
andbookmarks
whichare
easilyaccessible.

In additionto thogeadvantages,
theinformation
canbe retrieved
and
available
to youat alltimss

Dieadvantages:
.

Div6computers
areexpnsive
andit is notaffordable
for themajority
of
dtvefti.

Youmusibuya iransmitter
whnyoupurchasing
a divecomputer.
Youmustpresetthedavicebeforediving.
.

As thedeviceis hoseless,it is possible

to loseconnectonbetween
transmitter
andcomputer
becausa
of lowsignal.

Divecomputers
onlyprovideaudioalarmwhichis morelikelyto g6t
confusdif thereareothernoisesheardunderwalsr.

.
-

AlihoughthemanufactureF
saythatthedeviceis simpleto use,butfor
thenonprofessional
diverstakestimeto leamthefunctionality
of thedevice.

12

2.4Existingproductsobservationg
Theresearch
caniedoutintoexistingprcduc{s
regarding
to divingequipments
marketsector,hasproventhatthereis nota similarproductalreadyin
existence
andnoneofthe existingproduclsdiscussed
prevrousry
canmeet
thedive/ssafetyrequirements
relatedto airpressure
check,whichmentioned
in initialobservation
(j. i ).
Although
lhe DiveComputers
havea remarkable
advantages
to thegauge
consotes
suchas,Wireless
Air tntegrated
Technology,
No_decompression
DivePlanner,
havingfullwatchfunctionwithwakeupalarm,(Air,Nitrox,
Free/Gauge
modes),dateandtimezoneshifl,safetyStopTimer,Adjustable
unitsandetc,butnoneof theexistingproduc.ts
hasthefunctionalitv
and
availability
to fit thenesdof ihe majority
of divers.
Fromthepointof Orycheckview,themainreasons
whichmakethesxistino
products
quiteprohibitive
are:
Gaugeconsoles
(pressure
checkdevices)
do nothavean automatjc
warningoptionto warnthediverswhenthecompressed
airpressure
droDs
belowthecertainlevel.
.

Divecomputsrs
aretoocosflyto beaffordedbythe majority
of divers,
alsothewarningoptiononthiskindsof devicesarean audiosoundwhich
couldinterfere
by th6soundsunderwaterand@nfusetheoNer.
Theflashingalarmoplionon divecomputers,
whichcouldnotbespotted
unlesstheenvironment
is darkandinvisible.

In addilion,it is possible
to losetheconnection
between
crmouterand
transmifter
dueto poorsignal.

13

3.0Targetmarkets
Accurate
largetmarketselection
is crucialto productive
marketing
efforts.
ldentification
andanalysis
of a targetmarketprovidea foundatjon
onwhtcna
productsandevencompanjes
markeling
mixcanbedeveloped.
sometimes
failbecause
marketerdo notidentifyappropriale
groupsat which
customer
to aimtheirefforts.
Although
theproduclmnceptdosshavea potential
marketin different
(especially
countriss
in theUSAmarket),
Oxycheck
Company
havedecioeo
lo putitseftortin to the UKmarketforthefst fiveyearsof business.
Oxycheck
aim'sto expandthebusiness
intemationally
byfranchising,
when
thecompany
hasenoughfnancialstability
to beexpanded.

3,1Marketsurvoy
A primarymafketresearch
wascarriedoutin theformof questionnaire,
to find
outan gccurate
summary
of thepotential
inisrestto the nswproduct.
Questions
mainlyfocusodto thefollowing
areas:
.

Thelevelof importance
of air pressure
checking
in scubadivingfor
div6rssafsty.

problems
Possible
regarding
oxygenpressure
check.

Thelevelof interestin automatic

airwamingdeviceanditsprice

A sampleof th questionnaiehas beenshownin marketingsection,s

appendix.Pleaseseethe Appendix.

l4

The live marketsurveytook placein the followingplaces:

> Smethwick
leisurecentrein Birmingham
> StechfordCascadesLeisureCentrein Birmingham
> Dudleynautilus
HillLeisure
- BSACScubaDivingClub(Brierley
Centre)
> SCUBAdivingaccessories
Scuba& OutdoorPursuitsCentre
3.2 Surveyanalysis
withinfourscubadivingclubs(namedabove)
A sampleof 32 activemembers
were interviewedand the resultshowedthat 75%of the questioneddivers
therefore,the highrateof the
havehad 5 to 10 yearsof divingexperience,
accuracyin answersis not inevitable.(Accordingto the resultfor Ql)
Resultsfor the rest of the questionsdescribedas following;
Resultof Q2:
.

holders= 65%
Sportsdiverqualificatlon

holders= 19%
DiveLeaderqualification

AdvancedDiverqualification
holders= 13%

FirstClassDiverqualification
holders= 3%

Chart3.2.1showsthe resultin percentages

13%

3%

qualificalion
t Spodsdiver
holdsrs
qualification
I DiveLeader
n0tderc
oAdvancBd
Diver
qualiilcat
onholders
tr FirstClassDiver
lillcation
holders

Pie chart 3.2.1Resultof Question'l

Resultof Q3:
.

Divingset accessories(divinggear)owners= 85%

15

Result of Q4:
.

The answerof expecled100%of the interviewees

was "vital"to the
questionfour,whentheyaskedaboutthe impotencyof the air pressure
check.
Result of Q5:

Almost85% replied,"Every5 minutes"whenthey asked,howoften

they wouldcheckthe air pressureunderwater.
Result of Q6:

Almost90%of the interviewees

had at leastone problemregarding
pressurecheckin diving.Accordingto the repliesfrom interviewees
the main
problemsare categorized
as following

Divingconditions(restrictedvisibility)= 44%

Divernegligence

= 360/o

Equipment
faulty

= lQok

10olo
ofthemrepliedwithoutanyproblem

Chaft3.2.2showsthe resultin percentages

r Diving
conditiorls
l0iver negligence
faulty
D Equipmert
EWithoutproblem
Ple chart 3.2.2Resultof Question6

Result of Q7:
.

Replyto this questionwas 100%"Yes"whenasked,if theywere

interested
in an automatic
airwarning
device.

16

Resultof 08:
Regarding
to theprice55%repliedi 20to 160,32%suggesteo
about100and13%wouldnol matertheDrice.
Resultof Q9:
As to suggestion,
7070suggested
thedeviceto becompactandlife
cycleand30%reminded
of batterykitdurability.
4.0Ma*eting Objectives:
4.1Estrblbhingthe marketsize
Although
theProfesBlonal
Associationof DivingInstructors(pADl)is the
world'slargestrecraalional
divingmembeFhip
anddivertrainingorganization
andservingmorethan130,000
profossional
individual
members
andmore
than5,300divecentarsandresorlsin morethan1gOcountries
(foundeo
In
1966byJohnCroninandRalphErikson),
butOxycheck
markettarget
foucusing
on UKmarke.
Themaindivingorganization
in BritaincalledBSACor BrltishSub-Aqua
Clubwhichis thegoverning
bodyof recreational
divingin Britain,Thoclub
wasfounddin 1953andhasover5O,OOO
member.lt is a diverkaining
organizalion
ihatopsrates
throughitsassociated
networkof around1600
local,independent
divingclubsandaround4OO
divingschoolswoddwide.
According
to a marketsizeslatisticprovided
throughtheMintel,the UKdiving
marketsizein Europis 200,OOO
(basedontotaldiverspopulatton)
audience
butheaverageUKmarketis = 55,000(basedon actjvediverspopulation
),
therefore
a mediumtermbusiness
planwillbe aimedat 55,O0O
BSACaclrve
member
for thefirstfiveyears(asmentiond
previously
in targetmarket
section).

17

4.2Orycheck'sposibtetargetfrom BSACactivemembers
Livemarketresultshowedthat,58%of thediversowneddivingequipment,
42%hiing.
Takingthisintoaccount,
notallof42%( 23tOOmembers
) wouldneedto hire
theequipment
fromtheclubswhichOxycheck
namethemas ,,Bulkbuyers".
Orycheckestimated
thattherewillbeSOOO
unitstargewithintheclubsacross
the UKtherefore,
thetotalpssibletargetestimated
39,OOO
units.
Tablebelowshows,howthetotalmarkettargetwithinUKdivingmarketsize
hasbeenfiguredout.
Average
UK market
55,000
'lOOYo

Diving
equipment
ownerll
31900
58o/o
le 4.2,2TotalMa

oquipm6nthirers
(bginnerdiveE &
othet3|
23100
420k
wlthlnUKdlvlnomE*.t

Clubs
(Bulkbuyer3)
8000
35%

As an start up companyOxycheckhaEaimedabout4%of the total

possibletargetfor tho firBtyearwhich is about14SOunits of the
puposedp.oduct.
4,3 8ale3target
According
to thebroadrosearch,
Oxycheck
hasconfidence
thattheaimed
produc{
is a uniqueidea,therefora,
therewillbe nocompetition,
thatOxycnck
wouldrechthetotalsaletargetof 40,000unitswithinthefirsttiveyears.
Tablebelowshowsthegragually
growsof thesaleperyear(overthefirstfive
fiv6 years).
Year
2
3
4

5
Table4.3,

Unitssalssper
Year
1450
3150
7300
12800
15200
grow over ffve yoara

l8

Usingthe table4.3.1the breakdownof the forecastedsales(over5 years)

hasbeenshowngraphically.

Forccastad
Salcs
16000
14000
'12000
k '10000
I
0000
6000
4000
2000
0
12345
Year
Graph
4.3.2
Broakdown
ofthforacaat.d
sale!(ovr5years)
4.4 Forecasted
sals
Although
th UKweatherrestricts
outerdivingactivityin thewinter,thiswill
notaffeclOxycheck
saletarget.Statistic
showsthatBSACmembers
are
whentheweatherchanges
actlvein all ssasonsof theyear.Forexample,
to
become
coldin UK,Britlsh
diversmaketheirwayto NorthCypruswhich is
an lde a lp l a c ef o r s c u b ad i v in g sin
, ceth e isla n dd o e sn ' h
t a vetid e s
t o wor r ya b o u t ,a n d i s b l e sse dwithwa r mwa te r sfo r m u cho f th e
year.Or, they head up to Spainwitha coastllnE
of 5000km
which
and
includes
the Msditerranean
andAtlanticcoastsaswellastheBalearic
in Spain.
Canarylslandstheris noshortage
of scubadivingopportunities
ForBSACdiversit is theclearwatersof the Meditenanean
thatis most
attractive
for a divingholiday.
Therefore,
the unitsalesshownin theforecasted
salestable(perweekly&
monthly)
expected
to stayevenlyacrosstheyear.

19

a
Table 4.4.1 showsthe Forecasted
unitsalesweektyandmonthly
withins
yeara.

Year Porwek Permonth

1

120

05

262

'152

608

26

1066

316

1266

Table,f.4.tForccr3tsdunlt

'rt.

table

20

5.0Marl(etingStrategy
Organizations
arelargetydependent
onthemarketing
functionforgrowingthe
business
anddrivingthecustomer
experienc.
Fromthemarketing
direclorpointof view,the product(s) hasto be right.
Therefore
particularproductdecisionaareimportant
in theproduct
planning
process.
particular
Oxycheck
strategypointis lo takeadvantages
of theweakness
pointof theexistingproductin themarketandapplytheappropriate
benefits
to itsaimedproduct.
Takingthisintoaccount,
thoairpressure
wamingdoviceshouldhavethe
following
advantages,
compared
to theexistingproducts:
.

Productshouldbe easilyattached
to theairtank

To becpableofwarningthediverat listin twocortainleval,whenair

pressure
drops.

A reliablebattsrykitwhichwouldtastlonger(mor6thang years).

Applying
an appropriate
testto thedevicein realenvironment
(tour
weeksof frequent
testin different
temperatures)
to makesurethattheproduct
is reliable.

Productshouldenablediversto 6njoydivingwithoutfrequent
checking
of
theairpressure
in oxygentank.

A threeyearswanantyto dealwithfaultygoodsor services

bya variety
of methods
including
repair,replacement.

2l

5.1Pricingstrategyand designations
Thepricingdecisionis a criticalonefor mostmarketers,
yetlhe amountof
givento thiskeyareais oftenmuchlessthanis givento other
attention
marketing
decisions.
Thefinalpricefor a produclmaybe inlluenced
by manyfactorswhichcanoe
categorized
intotwomaingroups:
.

InternalFactors- Forinstance,
productpricingmaydependheavilyon
theproductivity
of a manufacturing
facility(e.g.,howmuchcanbe produced
withlna certainperiodof time).

ExternalFactors
- Therearea numberof influencing
factorswhichare
notconirolled
bythecompanybutwillimpacton pricingdecisions.

FormostcustomeEpriceby itslfis notthekeyfactorwhena purchase

is
bsingconsidered,
Thisis becausemostcustomers
comparethentire
marketing
offeringanddo notsimplymakelheirpurchase
dacisionbased
solelyon a producl's
pric,
Takingalltheseintoaccountandreferring
to theinitialsurveyrssultwhich
showedthat55%of theinterviewees
arewillingto pay!120 to 160forthe
product."Ir
A longdiscussion
tookplacewiththeothermembers
of thegroup,finallya
retailpriceof fl45 decidedtortheproduct.

'.' OnlineResources:http://www.knoMhis.com/luiorials/principles-ol-marketing/pricjng_
decisions/4.htm

22

5.2Advertisingdesignation
"Promotion
is a formof crrporatecommunication
thatusesvariousmethoos
to reacha targetedsudience
witha certainmessage
in orderto achieve
specific
organizational
objectives.'
marketing
objective
for
', TheOxycheck
thefirstfweyearsof business
is to sell39900unitsof productacrosstheUK.
Thereforc,
company
hasdecidedto establish
promotional
an effectjve
strategy
to achieveitstarget.Forthefirstfiveyearsof business
Oxycheck
will
attemptto get maximum
benefitfrompromotion
andadvertising
by cost.For
example,
the internetis oneofthe lesscosflyadverlising
methods
whereyou
canintroduce
thaproductto youraudiences,
nationally
andinternationally.
Takingadvantagos
of website,Oxycheck
willinvitetheMarineAccessories
Manufactures,
euchas Speedo,Saltwater/Marin6
Accessories,
Fusion
Wakeboard,
NewaveMarinoetc,to theadvertising
(Advertrsrng
co-operation
theirproduc.t
on Oxycheck
wobsiteandO)qcheckproductontheirw6bsis).
Th6otheravailable
methods
of advertising
willbe;Adveftlsingin Oivols
Magazlne,
Aftendanceto Exhibitiorc(dlvingshow),Emalllngwhichnag
beendetailed
to yearby yearbreakdown
andthecostinginformation
of this
detailshasbeenpassedto thetinancedirector.
It is obviousthatcompany
willgradually
growandtheprofitwillincraase
year
byyear.Consequently,
company
willbeableto investon different
advertrErng
andpromotional
methods.

It onlineResources:
httpj/www.knoMhis.com/tutorials/principles-of-marketing/promotiondecisions/1.htm

5,3Initialadvertisingfacilitiesandcost
Onlinewebsileadvertising
canbeeffectively
managed
al a towcost.Thisis
especially
helpfulforsmallstart-ups
withlimitedcapital.As soonas Oxycheck
gotitswebsitesetup,thecompany
willbeginto drawitstargeted
trafficto the
-

sitethroughefiectiveonlinewebsiteadvertising
strategies,

As all membrof theteam-are

familiarwithwebpage
d$igning,therefore,
Oxycheck
do notneedto payfor webpage
designing.

How6ver,
a suitablepC,a Microsoft
Frontpagg
packageandsome
2OO2

relovant
sofiwaresuchas 3Dstudiomax,multimedia
flashsoftwarsfor
graphical
designto craatea qualilyimageof ths productwillbe necessary.

TablebelowEhowsth6initialadvertising
costandfacilities,
Desktop
computer

380

Webdsignsoftware
(Microsoft
FrontPage
2002
Software
for graphicat
design(gD
studiomaxmodollino)
lllustrating
withMacromedia
Flash
MX2004 (virtualrealitv)

54.99

t14.49
InltialTotalAdvertisingcost . f524.48

Table5,3.t Inltlal advortlllng t clll0.s (h.rdw.E & lottwarr) and co.t tabt.

24

5.4Advertisingmethodand cost;
5,4.1Exhibitions(divingshow)
Therearetwodivingshoweventsheldeveryyearin ExCeLLondonand
Birmingham
NEC,wherediverscomefromacrossthecountry(evenfrom
Europeandotherpartof theworld)to buynewscubadivinggear,Iearnto
scubadivingandto segthelatestinnovations
in newscubadivingequipment.
A smallrec{anglo
tableof 1200mm
x 600mmanda displaypanelof 1200x
100mmwillbe rentedto advsrtise
theproductby lsafleting,
alsodisplaying
someproductto attractthe buyors.

5.4.2AdvertblngIn diversmagazine190
Adveriising
provides
in magazine
a targeted,
lowcostandhighlyvisibleway
to reachthousands
of localrealesialeprofessionals
wh6retheyliveand
work.\Mile visitingthadivingclubsto takeouta livemarketing
surv6y,the
Marketing
Directorwasraminded
of advertising
on divingmagazines
and
manydiverssaidthattheyhadtriadproducts
or services
theyhads6en,had
advertisd
in divermagazines.
Discussing
thisadviceof thadiverswithothermembers
of thteamthe
getsintosomeparticular
placessuch
Oxycheck
beli6v6s
thatthomagazine
as clubs,stateofficesandsportcentresthatmayhaverestrictions
or a
policyto salespersons.
closed-door

25

5.4.3Company'swebsite(Orycheck)
As menlioned
previously,
whenthe company,s
websitedesignedandsuitable
imagesof theproduclcreated,a MrginsBusinesses
BroadbandOption.t
package
willbeavailable
for thecompany,
for anannualcostof e48Owhich
willbe included
thewebspacecostas well.
5.4.4Emailthroughthe ESAC
EmailAdvertising
is a meaningful
andhightyresponsive
wayto reachInternet
users.lt is a greatwayto ac@ssourmosttargeted
andreceptjve
audience
throughoutUK(andworldin nextstage).Assistanc
withmassemailgrabs
th6attention
of nextpotential
clienlbase.
EmailAdvertising
throughthe BSAC(3,000emails)
wiI offermany
opportunities
for Oxycheck
to increase
salesbyspending
a smallamountof
money.(BSAC& PADIhavsa databasaof all members
including
email
addrssses).
5.5Advertisingcost ln 5 yearbreakdownbasis
5.5.1Adyertlsingcost in year1
(divingshow)2S-29tvtarch
Exhibitions
2OO9
Excel
Exhibitions
(divingshow)13h& t4mofOctobt
2009
DiversMagazine
VirginsBusinesses
BroaabanaOptiont
Oxycheck
Website

London
250
NEC 1 8 0
e190
0480

free

EmailThroughBSAC
(3,00oemails)
Total

'l 80

t1280

Table5.5,1Advertisingcost in yoar 1

26

5.5.2Advertisingcost in year2
*
-

predictthatsomeofthe ad
Pricerisecouldaffectall businesses.
Oxycheck
costsuchas exhibitions
or magazine
couldrisebetween10to 20 percent.
However,
otheradvertising
sourcessuchas mailingor intemetfacilitias
would
lowerthe priceor staythe sameas previousyearprices.

Therefore
thetotaladvortising
costfor year2 (tablobalow)showsan increase
of 7%whichis !90 comparing
io thefirslyear.
(divingshow)28-29March2010Excel
Exhibitions
(divingsho/) 13'^& 14'nof Oclober
Exhibitions
2010

Londont290

NECe210

Divors
Magazine

8210

VirginsBusinesses
BroadbandOption1

480

Oxycbck Website

fre6

EmailThroughBSAC
(3.000emails)

e160

Total

[1370
Tlblo 6.5,2Advord3lngcost ln ycrr 2

2'7

5.5.3Advertisingcost in year3
Thetotaladvertising
costof year3 couldriseby 13.2%forme reasons
pricerising)alsoOxycheck
mentioned
in year2 (predicted
aimsto ordera
largeremailslist(3000e-mailswillbe increased
to 4500e-mails.
Exhibitions(divingshow)28-29March2011Excel

(divingshow)'l3- & 14" of October

Exhibitions
2011
DiversMagazine
VirginsBusinesses
BroadbandOption1
OxycheckWebsits

NECe230
230
8460

free

EmailThroughBSAC
(4500emails)
Total
Tablo5.5.3

Londone320

1550
costin ygar3

5.5.4Advertisingcost in year4
In theyear4 of thobusiness,
(to reachmorepeoplefaster)theemaillistwill
be increased
to 6,000mails,therefore,
addingupthecostriseaccording
to
thetablebelow,thetotaladvertising
costwillbee1700.
(divingshow)28-29
Exhibitions
March2012Excel
(divingshow)13' & 14'
Exhibitions
of October2012
DiversMagazine
VirginsBusinesses
Broadband
Option1
OxycheckWebsite

London!360
NECt250

1480

free

EmailThroughBSAC
(6000emaits)

e380

Total

1700
Table 5.5.4 Advertisinq
ng cogr
cost In year

28

5.5.5Advertisingcost in year5
-

In year5, mailinglistwillstaythesameandtheotheradvertising
costwillrise
as predicted.
Therefor,
thetotaladveriising
costin yearSwillbee1790whichwillbe
showing
an increase
of 40%compring
to theyealI of theDusness.
Exhibitions
(divingshow)28-20
March2013Excel

Londone400

(diving
Exhibitions
showy
tam& t+m
of Octobr
2013

NECe280

DiversMagazine

8250

VirgingBrcinosses
Broadband
Ootion1
OxychsckWebsite

e4E0
froe

EmailThroughBSAC
(6000amails)
Total

LJOU

o t.5.5

colt In yglr 5

e1790

5.5.6Totaladvertlslngcosts in Syears
Initialcosting

8524.48

Year'1

El280

Yeqr2

e1370

Year3

81440

Year4

e1700

Year5

r1790

Total

8104.,l8
Tablo5.5.6Totaladvenislngcosts in syears

29

r
5,6Company'sLogo
Logois oneof theimportant
aspectsof thebusiness
industry,
as
Business
ofthe company
andis activelyussdin
logosgivea visualreprosentation
marketing
andadvertising
campaign.
Afterconsultation
to theothermembers
of theteamthecompanylogo(figure
of the business.
5.6.1)hasbeencreatedaSa uniqueidentification

Flgure5.6.1Company'sLogo

30

6.0 Distributiondesignation
Formarketers,
thedistribution
decisionis primarily
concerned
withthesupply
chain'sfront-end
or channels
of distribution
thataredesigned
to movethe
product(goodsor services)
fromthehandsof thecompany
to thehandsof
thecustomer.
Therefore,
whenthecustomers'
attention
drownsto buya product(by
adve(ising),
the mostreliableandsuitablechannels
shouldbeusedto serl
anddeliverthe productto thecustomers.
Therearevarieties
of distribution
channels
available
for theproduct(air
pressurc
warningdevice),suchas tranchising,
intrnet,
catalogues,
sales
representaiives,
retailsrs
etc.Whenanalyzing
whichdistribution
channeliB
bestforyourbusiness,
youshouldnotrestrictyour8elf
to onechannel,but
insteadadopta numberof channels
thataresuitablefor sellingyour
producvsrvice
efficienllyandofiectively(if necessary).
Forexample,
a business
mayus6a retailerto selltheirproductandat the
samstime,usedirectmailandtelemarksting
to furtherencourage
sal6s.
Therearea numberof faasiblecombinations.
Oxycheck
havechosenthe Inlernetandexistingretailers.
Thereasons
for choosing
thesechannels;
Internet(direct selling);productadvertised
on the internetis immediately
availableto your targetaudienceof users.You don,tneed to wait until
resources
are availableto conductbusiness,
becausethe internetooerates
24 hours.This makesthe interneta verycost-efGctive
mediumto dishibute
the productthroughout
the UK.Therefore
sellingyourown product(s)
on the
Internet
is the idealsolution
to makemoreorofitof lhe sales.

31

Exigting retailers:One of the advantages

of sellinga produclthrough
retaileF(locatedin touns and cities)b that,the consumers
can view,and
physically
checktheproduc.t
andthenmaketherightdecision
to buyit.
Because,
therearenotmanydivingaccessory
retailers
astheothergoods
have.Therefore
Oxycheck
willusethe retailers
basedin sportcentres(in
somesportcentrestheyarein a formof kiosklo sellsportaccessories).
Althoughusingretailers
as distribution
chsnnelreducesprofitbutOxycheck
believethatcombination
of suitablechannels
wouldhelpto increase
thesslo.
However
theclubraiailers
willgeta smallpercentaga
of soldproducts.
To avoidthetraditional
paymentmothods
suchas choquesandmon6y
orders,a PayPalpayment
procossing
accountwillbe signdup,Thepayment
methodwillallowcu8tomers
to usetheircreditor debitcardsto paythe
productthrougha reliable
amounifur purchesad
servicvssourse.
"Although
theris a srvicechargeof 3.4%on privateindividuals
butfor the
13
regularusers(esellers)
thechargewillbe 1.4%plus0.20pertransac-tion.,,

t3 online

Resources:https://www.paypal.com/uk/cglbinlrebscr?cmd=*disp{ay-fees-outsido

32

6.{ Productdistributioncost
-

Paypalservicecharge:1.4%pluse0.20pertransaction.

predictsthata 40%ofthe saleswillb; throughtheretailers

Oxycheck
and
company
willreceivetheamountthrcugha differenlpayment
methodes
(cheques,
postalorder,transaction
throughbanksor collecting
in cash)
Therebrethe Paypalservicechargefor the6oyopercentof directsales
lhroughthecompany,s
wobsitewillbe as bllowing:
Theretailpriceis 14S(thispricehasbeendecidedwithconsultation
to the
otheremembers
of thteam)
Paypalservicef6e= 1.4o/o
+ eO.2

(1.4o/o
Therofore
x 122)+ 0.2= 1,908per units

Table6.1.1showsho\wths paypalserviccharge(cost)for directsaleshas

beenfiguredoutwithinthetirst5 yearsofthe business.

Year

Unib sales
oorvear
1450

diroctunlt
Paypalservicefe (1,4%
lales peryear plus0.20)pertransaction)
870
't659,96

3150

1890

3606.12

7300

4380

e$57.04

12800

7680

t14653.44

1s200

s120

e 1 7 4 0 0 .9 6

39900

23940

845677.54

Total

Table6..1.1Paoductdbtrlbudon co3t

Note:to helpthecompany
to coverlhe distibutioncost.a e6.SO
fixed
postage
chargewillbe appliedto theretailpriceof theproduct.

33

packagingcost:
Whitepostalboxes(2OOmm
x 14ommx7smm)
.

50 boxesfor e14.30

bubblewraping- largerofi(50melersro ) covering

60 packages
for
19, 04 '

packaging
costfordireclsalesandretailers
channet
willbernesame.
Therefore
packaging
costwillbefiguredoutas tollowing:
Boxes= 414.7(firstyearsates(1480/ S0)x't4.go= 414.7)

= 460.1
Bubble
wraping
Totalpackaging
costfor year1 (one)= eg74.8

Note:Therswillbenotransportation
costbecause
thecompanyis locatodby
lhe localposlofficeandall needlo crrythepackages
for 2 minuts.
Postagecost:
'Priceof thelowcostStandard
Parcelsserviceupto 1Kgis eg.ESandupto
1oKgcoste11.45,Therefore
an averagepostagecostof e2.60willbeapplied
perunil."15
6.1,1Dbt.ibutionco3tIn year1 (one)for 1450unltE
Annualdbtributioncost
Paypalservice
1659.96
cnarue
packaoinq
postage
Total

1874.8

e3770
86304.78

Tabb a.l ,2 dist.lbuilon co8t In vear 1

'- Onlin6Resources:http://images.google
co.uMmages?q=postat+package+
boxes&um=1&hl=en
I5
OnlineResourcsst
httpJ/www.royalmail.com/poftat/ftnlcontentl
?ca d=4OOO3.l
&
mediald=5100071
1

6.1.2Distributioncost in year2 for 3{50 units

Annualdistributioncost
Paypalservicecharge
3606.12
packaging
Postage

Totsl

1900.5

e8190
13696.62

Tabl6.1.3Dbtribugoncort in ysar2

0.1.3Distributioncost in year3 for 7300unitg

Annualdlstrlbutioncost
Payoalservicecharqe
e8357.04
PackaOino
t4404.3
postage
18980
Total

831.741.34

Table6.1.4DbtrtbufloncostIn yar3

6,1.4Dbtrlbutioncost in year4 for 12800units

Annualdbtrlbutioncost
Paypalservicecharge
14653.44
packaging
87722.7
posge
e33280
Total

855656.14

Tabl.8,l.5 Dlltaibudoncott ln year4

6.1.5Dbtributioncost in year5 for 15200units

Annualdistributloncost
Paypalserviccharoe
t17400.96
Packaging
postage
Total

29170.7

e39520
6609t.66

Tablo6.1.6Distribution
costin year5
All the calculation(figures)and informationregardingdistribution
cosl has
beenpassedto the tinancedirector.

J]

Appendix

36

Q6.Frye you everercounterdproblemsregrrding air prssurecheck

tlevice?
E Ye":
ENo
If ycE plearetick tppropriat boredblow
E I! it du. to div.r trIt8.nc.?
Ir it doc to f.ultt .quipmcnt?
U
lr it ducto divhS cotrdltlo|rr?
E

(Xher! (ples! 3!Ecify)

Q7.Would I sclbr diving rir wrrtrinS deviceth|t sutomaticallywarnsyou of

runring out of alr, beof interert to yout
E Yes

trNo
QS.litrt price would you e:poctto pry for thll type ofalr warning
de,vlc?

E t120-tr60

tr 3t6o- r2oo
E 9200or more(plslelpcify)
Q9.Do you hsvcrDy luggition! rgrrding r scubr diving air pre!6ure
checking deyice?

On behalfof the Universityof Wolverhampton,atrd our slfwewould lilre to

th8trkyou for t8kitrg the tim to compltethi! quEtionnaire.

QUESTIOIINAIRE
'WeNrer group
of rtudrt! curetrdy workbg on a derignprojct regsrditrg8
ScubaDiving air prercurchckdeyice.It would bgre;dy Niprecia-tedif you
couldsl|rwer th qugtions correctly to the bert of your knowledge.

Ql. Eow longhaveyou beendoingscubadiving?

E I - 5 yrrB
E 5 - 10yct]r
E 10yea.r o" mo* (pleasespecify)
Q2.What ir your scubadivlng qualilicetion?

Q3. Do you owndiving rt rcce$oris?

E yes
ENo
If (No', please
lpclfy
Q4.Eowimport nt i! checlitrgtberir prclrureundrwatrto you?
E Importrnt
E Veryimportant

tr vital
Q5.Eowofttrwoutdyoucheckthtir prrsuregrug(underwsterx
E Every10minutet
E Every20rninutes
E Othel! (plcaslpec y)

QUESTIONNAIRE
I
;

We 8r r grcup of ltudcnt3 currtntly working oD*darign prcject rcgrldlng r

ScubaDiving rir prclsurc chcckdevicaIt would bc greadyrpprtctrtcd ifyou
couldrnlwer thc qucstion!corractlyto thc bcrt of your knowlcdge.

Ql. Eow long hrvc you bcendoingscubr dMng?

E/ 1- 5 yern
E 5- 10ycrr!
E 10y""rr o"

^o""

(plcslerpcclfy)

Q2.Whrt i! your lcube divlng qudilicrtion?

Se"a-=D,i*p

q3. Eowimporaarti! chcckirgorygcnprcurrc utrdcrwrtcr to you?

-

E Importrnt
tr Va? impor'8ot

V virul

Q4 Eow oftcn would you chcck orygen prctrurc geugc (under watcr)?
u

EYGrf10 Einutct
EvcrT 20 minutcr
..^ ....' <

c-vKr J Nr^E
Er
- Ofrcrr (plcrrc rpccifj')

Q5. Have you ever cncounteredproblems regrrding oiygen pressurc check

devise?
/

Yes

nNo
If yes, plcase tick apProprirte boies below
n
d/
E

It it drrto divr negligcnce?

Is it dueto faultYequipmedl?
Is it duto dMtrg.onditions?

Othen (plearespecify)

warnsyouof
Q6.Woulda scubadivingair warningdeviccthrt automatically
runtritrgout of orygetr,beof interstto you?

Vlues
-N o
Q7.What pricewouldyoutpectto pty for this typeof orygenwarning
devic?

vcr20 - tr6o
E t16o- r2oo
200or more(pleascspecify)
check
regardingscubadivingair presgure
Q8.Do you haveanysuggeltions
device?

On behalfofthe Univetsityof Wolverhampton,a{d our sclfwe would likc to

thank you for taking thc time to co!|pletethis questiontraire.

QUESTIONNAIR.E
project rcgardhg r
We are a group ofstudentscurretrtlyworking on I desigtr
greatlyapprcclrtcorl you
ScubaDiv-ingair prcssurecheckdevice.lt would be
knowledgc'
i"estiotrs correctlyto the bestofyour
""t.t"I,n"
"oorA

Ql. Eow tonghrvc youbecndoingscubrdiving?

E' 1- 5 year.
E 5- 10years
specify)
10ycarsor more(Plesse
Q2,Whetis your scubrdivingqualilicrtion?
SPa'-t

s- .-\ , .ja-"

presrureunderwrterto you?
Q3.Eow importrntis checkingorygen
Importstrt
-D Very important

dvnr

presrnregaugc(utrderwrter)?
Q4.Eow oftenlvorld you checkoxygen
!

Every 1o minutes

n Everv20 minutes
d otlen lpleasespecig

problemsreg|rdiDg oxygenpressurechck
Q5.gave you everetrcountered
devise?
Ef Yes
!No
If yes,plearetick appropriateborsbelow
E/lt

it ducto diver ftgltgen e?

I3 it drc to frultY equipment?

t! it dueto dlvirg cotrditton!?

OthcE (plealc rpecify)

warnsyou of
Q6,Woulda scubadivingair wsrningdeviccthrt sutomrticdly
Runningout of orygetr,be of interestto you?
ffYes
ENo
warning
Q7,Whrt pricc wouldyou erpectto pry for this type of orygen
Device?

6l trzo- fleo
n t160- 1200
rPecifY)
!200or more(Please
regrrdilg rcubadivingair preslurecheck
Q8.Do you haveanysuggeltionr
device?

likc to
On behalfofthe Universityof Wolverhampton'etrd our telf we would
thank you for taking the time to completethfu questionn&ire'

Page1 of l

Estimated
sizeof European
divingmarkets,
2000

t50(Xno

1000000

500000

FE$5'grn;
Sourca;
CTO/Technodive
S.AR.L

h@://gtaphserver0.mtutel.com/inagescrvcr/gEr_ipgl6tztf2l6_0]18_807_814_431...
18/02200E

Diving Touism - Intemational- April 2007 . MaxketSizeatrdTrends

Pagel of2

DivingTourisrn- International
- Apnil2007

Thisrepodis suppliedln accordance

wilnMinretstermsand@ndirons o MinrottnlernEnonat
GroupLimited

Relible,
consistent
dataon lheworldwide
divingindustry
is unavailable.
As a matteroffact,statistics
presenfly,
relatrng
to.this.niche
quitfragmented
marktare
andsparce_
thomosttrustworthy
sourc
ol Intmatbnal
divingstatistics
is PADI.
Sincitsinception
in 1966,PADIhasissueda tolalof i4,730,658
certifications.
tn2005,its
certifictions
hit913,419
- a dipof some4.4%over2OO4
figures.
Thedoclinecanbeaflributed
primarily
to lhetsunamith6t
occuredonBoxingDayin2004,whichseverely
dFrupted
tounsm
activity
indivinghotspots,
suchastheMaldives
andThaitand,
forsevefat
m6nihs.
TheAmerics,
followed
byAsia-Pacific,
arePADl,stwotrgost
sourcemarkets,
gamedng
totalof287,gO7
(31.5%)
and1U,9'17(2O.2o
rcspectively
intermsof entryaswellasc.n-tinuing
)
c;rtifications
awarded
in
2005
FTGURE
1; PADIcriification
history
wortdwide,
1970-2005
Cadlficadon! pr y.adl6 changscumula{vocodiflcadons%chango
7970 23,736 +95.r 47,572 +99.6
L97L 36190 +53.7 84,062 +76,7
L972 51,842 +42.1 !35pO4 +6L.7
7973 6O,L2O+L6.0 t96,O24 +44.2
1974 49,834 -t7.2 245,858 +25.4
L975 57,244 +22.9 307,tO2 +24,9
1976 66,509 +8.8 373,71L +2L.7
1977 69,77L +4,7 443,482 +L8.7
1978 86,187 +23.5 529,669 +19,4
L979 95,793 +7O.4 624,862 +78.0
1980107,404+r2.8 732,266 +77,2
1981 124,365+15.8 856,531 +17.0
r9a2 147,429+13.7 998,060 +16.5
1983 168,778+19.3 1,155,838+10.9
1984203,001+20.3 1,369,839+17.4
1985240,384+18.4 1,610,223+17.5
1946 277,37A+L5.4 !,884,375 +L7.O
1987 315,468 +73.7 2,203,069 +76.9
1988350,000+10.9 2,553,059+15.9
19893a7,767+10.8 2,940,836+15.2
1990440,478+13.6 3,381,254+15.0
1991456,045 +3.5 3,837,300+13.s
1992 529163 +76.L 4,366,763 +73.8
1993 564,672 16.6 4,931,435+12.9
L994 625,497 +1O.8 5,556P22 +L2.7
1995680,263 +8.8 6,237,195+12.2
1996 72a,295 +7.1 6,965,480 +tL.7
1997 742t93O +2.O 7,708,4LO+rO.7
r99a 779,467 +4.9 A,4a7,877 +L0.1
1999809,912 +3.9 9,297,789 +9.s

http://academic.mintel.com/sinatra,hintel/pri
ntlid:2j 1946

06/03/2008

Diving Tourism - Intemational- Apdl 2007 - Market SizeandTrends

2000 854,052 +5.4

2001 908,188 +6.3
2002 896,551 -1.3
2003 905.278 +1.0
2004 955,381 +5.5
2005 913,419 -4.4

Page2 of 2

10,151,841+9.2
11,060,029+8.9
11,956,580+8.1
12,861,858+7.6
r3,8L2,239+7.4
14,730,658+6.6

Duringlhe 1970s,groMh in the numberot divingcertificates

awardedgr6wat an avorageof 26%per
annum,c.incidingwiththe boomin air and packagedhotidays.Comparatively,
the growthin
intemational
anivalsaveragedonty5.6%overthisperiod.AvrgegrowthinFADl aertifications
slippedto 15.1%duringthe 1980s.Nonethelss,
thiswas bouttwicethe rateof thatachievedby the
globalanivalsrnarketoverll.From2000io 2005,yoar-on-year
growthslowedto 2.5%,a figuremarginallylowerthanths 3.3%attainedby the wo.ldwideinboundtourismsector.Thenum59rof
PADIcartifications
psakedin 2004,thesmeyearglobaltourismrccovrcdf.om the n6gativ6
impactsof both9/11and the lraowaf.

Demandfor diving holidaysworldwide

l\4intel
approximations
besdonavailable
datasuggests
lhatdivingtourismaccounts
forebout3-4
milliontripswoddwide
echyear,whichis equivalnt
to le99than1%of thetotalnumbr
of annual
inbound
globalty.
anivalsaacenrned
ThLJNWTO
estimates
thattheglobgtdrvrng
toLlrism
Industry
generates
Eround
US$ billionprannum.H6nce,
diverson holidsytendto sp6nd-an
6verg
of pertrip,a^ftg^ur
aboulUS$2,0Cr0
redytwoanda hf timshigheithantnedverage
spentius$a+s;
DyIntemationat
arrivats
in2005Acc.rding
to pADl,thergare5-7millionactivedivorsaround
the
world.Around3 million
origntefromtheUS.mking
theUSth6targst
singlosourceofctive
scubadivsrB
worldwide.
TheSporting
GoodsMarketing
Association
iSGl\,lAibtives
thetabout3.4
jn scubadivingin2004,an increasg
particpeted
millionUSrgsidsnts
of j7 2rh ouet2OOO.
FrcuRE
2: Participation
in scubadivingintheUS,1987-2004
Number ot p.rtlclpanB (OOO)o/ochange
L9A7
2,433
1990
2,515
+7.5
1993
2,306
-11.8
1998
3,448
+49.5
2000
2,901
-15.9
2001
2,700
-6.9
2OO2
3,328
+23.3
2003
3,215
-3.4
2OO4
3,430
+6.7
SouBe: Sp..b G@d6 Ma.rrjns A$oci.tton

A stridyclnductedby the CTOconcludedthat therewereapproximately

1.7mithoncertifiedactive
diversm Europein2000.France(18.1%).cermany(24.j%). ttaty(18 io/ andtheUK\12ok)arc
Europe'spnmarydivingtourismmarkets.Of the totalnumberof diveasin Europe.pproximately
861,000(or 51.9%)tooka divingholidayin 2000.Basedon bothpADt and CiO dai;, Mintel
estimatesthatthereare probablyarouM 2 millioncertifieddive.sin Europetoday.
llyouwantnDredetails
abo.iithisparricutar
repon,pbasecontacr
$e Mintet
infomalion
teamon +1312-932-o4oo
in
lheU.S.or +44(0)2G760640O0
intheL,Kandlhrstofthewodd,oremaitih6mto ]nfoominiet.ccm.

06/c3n008

. IntemationalDving Ma*et - Intemational- December2003 - Market Charactedstics

PageI of3

lnternational
DivingMarket- International
December2003
Tnis port i6 suppfied a@ldance with Minret,srrh6 and conditjons.@Miniet knenatonal Group Ljmiied
'n

Demographics
ScubEdMnghasalwaysbgnconsidered
a fairlyyouthfulandathleticactivityandthisis reflectedin
thedemographic
in Figure4. Overthe pastdecado,the meanageof certifieddiversin the USAhas
rrcreasedslghty, ndwhitstmorepeopletakingaretakingup th6sportlaterin life,pADlattributes
thisto more.ofa signof marketmaturity.h theUSAtheemergence
of a csh_and_timejch baby
ooomerssctormayatsogeneElga waveof olderandmoreactivedivers.Accordingto pAOl,60* of
certifieddiverswerldvride
areagedbetwen15 and34 yearsoI age,andaroundtu;.{hirdsaremale.
andwell-travelled
andI studyin
Jha.fqrmg-r{yheldeefeption is thatmostdiversarewe -ducated
tt|eUS.ry Universrty
of VMsconsin
SeagrEnt
revealedthat8096hetda validpassport,cornpared
with
20%of thepopulgtiofton aveg.ThuAmeficandiverslepresgltsa valugbleiaragtnarkelfor
tourbtbofds,espciallythosein .elativelynsrbyCaribbon
dstinstions,
seekin;b boadenthir
appealbeyo0dr| all-inclu9ive
products.
andl|'D(ury
FtuRE
3: Msnag6of diversceivingcertification
in th6USA.199G2OOO
1990
Mafe 24.5
Female 28.5
Tot l 2a.5

2000
29.7
29.3
29.4

Gonder
A3tt|gdMngmsRetexpandsandmaturesin th6 USAthehnde ssmenti9orowinq.albitat
modrat.Ete.Btween1990and2000,theproportion
of iEnalac{-ive
divrs-orew
ircm 31.7%to
34.6%.Thsgro"vhof thefomalecornponont
indictesthstthmrketis becom-ino
more
sophisticatd
andbroadening
in appe|.Thisis obviousty
conducivo
towardse coiptesman<er,
Enabling
diveragortsandopgrators
to taitorthirholidaysaccodingly.
FGURE
4: USPADIcertifiction,
bygender,1990-2OOO
(%\

YGar Fmala
1990 31.7
7991 32.3
!992 32.5
1993 33.2
1994 33.8
1995 34.0
1996 34.1
1997 34.7
1998 35.1
1999 34.8
2000 34.5

llale
68.3
67-7
67.5
66.8
66.2
66.0
65.9
65-3
64.9
65.2
66.4

http://acadernic.Dirtel.com/sinatra./mineVpri
ntli&-,15429
I

20tu/2008

. IntemationalDiying Market - In&mational - December2003 - Market Cha@ctsdstics paee2 of 3

TheUSnE ket
As thegreatstslqglesourc.e
af intemational
divetouriststhe USmarketis a usefulbaromgter
for the
atiaraderistic.s
of t|e marketwgrldwide.
A studycordu.ied in | 999byTexasA&MUniversity
fouoj that64%of diversintheStatehadfouror
morsyersof collegeeductioobehindthemandthattheyentoyeda mdinincomerang6of
betweenUS$O,OOO
perannum.
andUS970,000
Populoussilatgss{rchas California,
T6xasandNewyo* unsurprisingly
findthemggtues
in thetop
ftvedivertd$ h tms of resirntialaddesses,butthepresncoi Hawaiiintheto9fivefor
locatbnof cerlification
compldionindicate
thatmanypADlcoirsqr taketh6formof; 'training
holiday'.Thusit is nd just activediverswtroconstituto
a toorismsgment,butalsothosein training.
Fromlhis andlhe passpo.tevi(bnce,therewouldappearto be a wjaerpropenshy
amongstdiversio
favel greatdstancasto githerpassthgirtrainingor 6njoythe oppo unitiesgrntadbycgrtification.
P,aol'sholidaydivisionrgportst|at priorto Septernber
11thArnricandiverswerebecominamore
adventurous
dd looldngfadherafeld to destinations
in theRedSendMicfonesig,
but hive since
pulledbacksoms,vhE[
to traditionldestinations
in CentralAmericaths Caibboan,wirich,bscaweof
priceandprqimity afe alwaysgoingto bethefavouritesof theArnericanmarket.
F|qunE5: TopUSstatesfor padicrtification,
2000
Rttlng DhrGE rcrldentlal lddress Locrton of cGrflficrtlon comple on
Californla
Florlda
Florlda
Callfornla
Texas
Hawall
NewYork
Te)(as
Illlnois
Illinols

The Europeanmarket
In Ewopg thrs has boen a definitqbnd awayfrom traditional,local clubs towgrdsDrof$sional.
intomtional,diving schools,psrtiqJladythose of NorthAmricanpa.entge,suchas pADt. A social
clr-6Etuctrre do6still exist al local lvel and for mnycounkis,Mditiansan sites t Corsica,
Ssrdinia,ldaltE,t| Balearics,Cyprussre still popularard inc.Easinglyaccssiblowith the adventof
low-co6taidines,hit fieir appalhas diminishoda9 they hEvebeco;; over-ioqunted,whilst more
exoticlog+a.rl alrntives hsys beco.neafordable. Thi6 is v,,iy Eu.op6has bdnomittedfrom the
destinationsso.iion of th report,becalse with trt6 possiblo(aef'tions of lord diving,wirat_
watchinoardwlck diving the rgionder litfle that is sufficienflyuniquet6 attE.t ilong+ul
incomingmrket
Ih. UK ma*.t
PADI_cerlifisbetre.t 5O,0m and 60,000 UK mmbe.Beadt year. The BritBhSub Aqua Club
(8SAC)
cedifiro@d 100,0m pe@ts ech yearwortdvride,;cross its l,2OObrarcfEs and 2OO
schoob. BSAC is lhe lqrgstclub in th world lvith ovr 4O,OOO
members_
fn a po{ d m,000 vbwers for lho BBC'S50 ltirgs Toh B6tor"-you Die programmescreeneqIn
SeptembrZ)O3,
qpeard twice, and marineactivitiesa tufther tw6 timr-6s,
in lhe top 1O
-diving
aspiratioial wishlisl.
This urderlineslt|e massivepoteniat of divirE in westm ma.kets,as an activity
io be incdporated into holidayplans, or one to totally dominatethem.There is certainlya laee
numberof potentialfirst-timedivers ammgst the time-richbaby boomergenration.
Fr6uRE6: 50 thing6to do beforByou die survey

http://acadernic.mintel-com,/sha.tralmintel,/pri
t/id.4429l

2010u2008

, hternationalDving Ma*et - Intemational- Decembe.2003

- Ma*et characteristics pase3 of3

Poaltson Ac-dvtty
I
)
4

8
9
10

Swim with Dolphlns

Subadive on the GreatBarrlerReef
Fly by Concorde
Gowhale-watching
Dive wlth sharks
S|q'diving
Hot air balloonlng
Fly tn a ffghtrJet
Go on safarl
Seethe northemlights

survwd 2,500ot jrr ladrs.gardim

destinetions
theyh6ddivedduring
IP-9f"-l/9]']!"ry*
urgp8rlwoyqr!.Thrg3ponlrs rs@duced
blq,v.

Fsrn 7t atrmageine d3thationsllrwy, 208

(96)
Dcadn'do|r
Foportlon
UK
RedSea
Medltsrrdnan
Carlbbean
Indlan Ocean
Far East
Afrka
Pacnc
8our6: &rr

ot rclda
75
49
48
25
20
tz
10
9

vlrfdng

.!dm

I yosE rrFrt dclcs rbout thlr partcularrrpo( pladloco||tal fi. Mtr{dinformafion

taamon +1 312-932-0400
in
t'rc U.6.o. +,1,t(0)2G76(F4000in t|. UKendtha ialt ot th. rcrtd. or.rn. thafi U into@mintet.com.

htF://academic.mintcl.cotr/sfu
at a/mincvDrhtl id=64295

20t02D008

Bibliography
google.co.uUimages?um=1
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&hl=en&q=scuba+divin
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googlo.co.uMmages?um=.1
&hl=en&q=scuba+
diving+1;pp6ssure+check
google.co,uUimages?um=,1
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&hlEonEsarX&oi=spelt&
reanum=0&ct=result&cd=1
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&q=diving+gauge&spe
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