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Copy of "Jansport Marketing Strategy"

Create a fictional marketing strategy for a new product from a company of your choice. Principles of Marketing class
by

Sam zhang

on 14 February 2013

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Transcript of Copy of "Jansport Marketing Strategy"

Jansport Luggage Create a sleek, affordable, and durable luggage line to appeal to the avid traveler with the anticipation of broadening their consumer base. Jansport plans to achieve this and increase profit within a year and be able to match competitors. Objective Situation Analysis Industry Analysis SWOT Analysis Well known luggage brand
New luggage line "Hyperspace"
$160-$540
3 spinner bags (4 wheels 360 degree rotation)
over the shoulder bag
smooth roll, waterproof, comes in stylish colors, durable
Samsonite "Hyperspace" Brand new luggage line
Same target market as Jansport
Similar style to Jansport brand
$120-$320
6 different styles
lightest lugguage ever
bold colors, athletic traveling, durable High Sierra "Evolution" Already creates products that are durable and affordable
Internationally known
Brand appeals to younger more active people
Effective promotional skills
They have the money
Consumer oriented Strengths Do not specialize in luggage
Potentially limited market
New consumers would be hestitant to buy the luggage
Target age group might not have the money to travel. Weaknesses Established retailers
Online shopping
Airport shops
Store within a store
Open their own store Opportunities Competitors are already popular and trusted luggage brands
New products released by competitors could outsell Jansport
Products are already sold by big name retailers (i.e. Dillard's)
High media exposure
Samsonite has been around for 100 years
High Sierra has been around for 34 years
Threats Target Market Strategy Marketing Strategy Current consumers (customers loyal to brand)
Travelers of all types
Advertise luggage line at promotional events
Superbowl commercials
College students
Business people
Facebook.com/jansport
https://twitter.com/#!/JanSport Product
Place/distribution
Promotion
Price
Marketing Mix Sleek, durable, professional, extended travel luggage line (i.e. suitcases) Product Target, sporting goods stores, department stores, airports
International
Online stores
Catalogues Place/ Distribution Travel magazines
Airplane catalogues
Superbowl commercials
Concerts
Sponsoring special televised events
Hiking events Promotion Price High Sierra. (n.d.). Retrieved from http://www.hssc.com/index
Jansport: Discover Freedom. (2009). Retrieved from http://www.jansport.com/js_home.php?cfid=1145826329
MC Sports. (n.d.). Retrieved from http://www.mcsports.com/
Samsonite. (n.d.). Retrieved from http://shop.samsonite.com/
Target. (n.d.). Retrieved from http://www.target.com/ References "JanSport is the Original Outdoor Gear Brand that embodies a culture of fun and discovery. We equip people globally with quality, enduring and reliable products that enable the freedom to experience life's adventures."

"JanSport's success extends around the globe and into walks of life that are as varied as our product offering. Providing world-class products brings the additional business and moral obligation of ensuring safe, ethical and lawful manufacturing conditions. To achieve positive results, JanSport has adopted the code of conduct of the Fair Labor Association (FLA)." About Jansport The goal is to design, engineer, manufacture and market products that can help you get from point A to point B, wherever that may be.
to help you get there in the most functional way possible.
well aware that the backpack that carries your books to school might need to be the same backpack that carries your gear on a Saturday day hike, so we incorporate flexibility into each and every design.
JanSport has been doing this consistently for nearly forty years and it's the concept that drives them today. Their Product keeping faithful to their founding vision while evolving with the times, JanSport has cultivated successful partnerships with individuals and organizations.
Partnerships are mutually beneficial and assure greater results for all. The great outdoors is their core foundation, it has changed substantially in the last forty years.
They celebrate all definitions of the 'great outdoors', from the reserved wilderness to city and state recreational parks.
They celebrate all outdoor enthusiasts, from those who scale peaks to those who take casual walks through Central Park. Their Premise High Sierra Luggage = $159.99 (26" roller suitcase)
Samsonite Luggage = $239.99 (26" roller suitcase)
New Janspor Luggage=$169.99 (26" roller suitcase) 2011: JanSport® Releases Unzipped Compilation Album: Volume 2
Featuring tracks from twelve up and coming artists
2011: Jansport is official giftbag sponsor of the Grammy Awards
2010: Jansport starts their annual "Bonfire Sessions"
2010: Jansport launches their annual online "Battle of the bands" contest.
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