A Nurse with a Gun

Sunday, February 19, 2006

A Different Look at the M&P

It is no secret that I abhor Smith & Wesson's decision to name their new plastic fantastic the M&P. Tamara has voiced similar feelings. However, she takes another look at this marketing strategy, among others. Read all of Tam's incisive analysis here.
"After a couple of false starts, S&W is picking up market share again with a multi-pronged assault. First, they capitalize on their heritage; recognizing that, like another American icon, Harley Davidson, some folks are going to respond to that. If somebody really wants a revolver, nothing else is going to make them happy, and Smith wants to market themselves as THE revolver company. Second, with products like the new X-frame in The Biggest and The Fastest revolver calibers, they are cultivating an in-your-face image that would make Inspector Callahan proud. The last leg of the triad becomes apparent with the M&P pistol and the M&P-15 rifle. The M&P is targeted directly at Glock, incorporating several features designed to play to perceived weaknesses of the Drastic Plastic: witness how the ad campaign touts things like a modular grip to fit any hand and, more telling, many references to being able to disassemble the gun without having to pull the trigger. (The fact that the LE wires are frequently abuzz with reports of negligent discharges caused by that is no coincidence.) Rumor has it that Smith is basically giving the guns to interested police departments, in exchange for their old guns as trade-ins. Obviously they figure that if it worked once for Smyrna, it'll work again for Springfield. The M&P-15, priced to go head-to-head with Bushmaster and Rock River, gives them another leg up in the LE market, as department armorers and accountants both love one-stop-shopping for pistols and patrol carbines. It'll be interesting to see how this plays out."
Indeed it will Tam, indeed it will!


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