Eye of the tiger: marketing for the military

Tatonka has been making high-quality outdoor gear since the 1980s and has built up a strong reputation in the industry since then. The German company’s growth has come about due to a dedication to products that people can rely on to help them in tough environments. It was this very notion that led the company to found a brand specifically for the military market. Tasmanian Tiger was that brand – founded in 1999 – with Tatonka’s owners deciding that they had the capabilities and know-how to make high-quality gear for the requirements of soldiers, police, and defence professionals. In this episode, we speak with Lukas Treffer who handles marketing at Tasmanian Tiger. Lukas explains how the brand markets its products in a specialist sector, how it’s benefitting from growing demand among civilian shooters, and what the future holds.