Smith & Wesson is launching a new offensive in an effort to expand the M&P pistol line’s market share according to recently released documents. Â New advertising and new guns are a significant part of the company’s new marketing push.
Grow the M&P
In an PowerPoint presentation dated February 2012, Smith & Wesson lists as their “Major Focus” the growth of the M&P pistol’s market share. Â Part of their growth strategy includes “increased consumer advertising” and “increasing capacity to satisfy growing orders.”
An example of the increased advertising in shown on the right. Â This is a S&W ad from the current issue of American Cop magazine. Â The full page advertisement highlights many of the features that both individual shooters and law enforcement agencies would be interested in.
Additionally, according to the presentation, Smith & Wesson will increase support of their dealers with “strong merchandising materials,” training for armorers and something they call the “On-The-Hip Program.”
New M&P Models
In the PowerPoint, Smith & Wesson indicates that there are “new and exciting entries for [the] polymer pistol category,” including new guns for concealed carry and pistols for the “consumer and professional.”
S&W also indicated that they would expand the M&P rifle line with “additional calibers and models.” Â I wonder if we will see a .308 M&P precision rifle?
Smith & Wesson released a new pistol for concealed carry and/or back up duties called the Shield. Â This new handgun is chambered in 9mm and .40 S&W, and maintains many of the features that M&P owners like. Â The Shield has been extremely popular with citizens and law enforcement officers alike.
Also, Smith & Wesson introduced the M&P10, an AR-10 style rifle chambered for the 7.62 NATO/.308 Win round. Â This rifle is selling every bit as well as any of the other popular rifles the company introduced in recent years.
As I reported in February, Smith & Wesson is making a concentrated effort to push the M&P line of pistols. Â The latest, two-page ad in American Handgunner is an example of their increased marketing:
Personally, I like the M&P line and own one of the full-sized 9mm pistols. Â A compact 9mm is on my short list of “guns to buy.”
Smith & Wesson suffered a number of huge setbacks including an ill-conceivedÂ agreement with the government (old owners) and a failure to evolve with the industry (losing huge market share to Glock). Â Many wondered if the company was in a spiral toward oblivion.
In recent years, it appears S&W has gotten its mojo back. Â The success of the M&P line hasn’t stopped with pistols. Â The M&P15 line of rifles has proved to be very popular with the buying public and law enforcement agencies. Â Additionally, guns like the Bodyguard series and even the Sigma (can you believe it?) have been selling very well for the company.
I don’t know about you, but I am looking forward to seeing what the new Smith & Wesson Shield is going to be.