Please provide a position strategy of Superfly company according to these segments. Thanks!

Superfly is a leading supplier in flying fishing products in Canada, whose products are provided in the US and Europe as well. the business uses segmentation method to identify customer group. Based on the above segmentation method, three segments have been identified for Superfly: . The first segment will be the population who live within or around the rivers where the flying fishing is accessible and convenient such as Saskatchewan, Fraser river in British Columbia and Kesagami lake in Ontario (Canada's Top Fly-Fishing Destinations 2020). When flying fishing becomes accessible, people are more likely to go flying fishing and purchase necessary equipment. Areas popular with flying fishing should be critical markets for superfly fishing products. According to the Survey of Recreation Fishing in Canada 2015, Quebec has the most significant fishing participants, which should be treated as the primary target market for Superfly. Ontario, on the other hand, has the most fishing harvest, as shown in Figure 2. The fishing population and activity data indicate that areas including Saskatchewan, BC, Ontario and Quebec should be considered as top priorities for Superfly to start with Direct to Consumer marketing initiatives. Targeting those areas with target customers can minimize not only failures but also the marketing expenses.

The second segment will be based on lifestyle and ages. According to Statista, in 2017, a total of 49 million Americans participated in some types of fishing including freshwater, saltwater and flying fishing. Fishing is more preferred by older generations as well. However, statistical research has suggested that in the US, more than 60% of fishing sport participants were below 45 years early in 2017 (Statista. 2020). The population who enjoy outdoor sports with middle ages are primary potential consumers for Superfly. In Canada, according to the research, about 42% of the fishing population ranks the period between 45 to 64, which is a little different from the age group in the US (Dfo-mpo.gc.ca. 2020). Age 45 to 64 should be the leading segment for the Superfly fishing products. The period featured demographic characteristics should be considered during the direct marketing plan development.

The third segment should be based on income levels. Compared with similar products offered by other manufacturers, the pricing of Superfly products are above average, which suggests that the population with middle income or above can afford Superfly's fishing products. Middle-class individuals, especially males, should be focused as one of the major market segments for Superfly.