Outdoor Backpack

• Product: Outdoor backpack

  • Large Rectangle

  • Wide + Chest

  • Waterproofing

  • $42 production cost

• Price: $102.00

• Placement:

  • Direct, Internet, Outdoor and Department

• Promotion: Radio and Television

• Positioning:

  • Target market: outdoor enthusiasts

X

Luxury

Weak

Outdoor

Durable

Positioning

• Clarity: Peak Performance, Tough (High)

• Consistency: Created a new message (not consistent)

• Competitiveness: YES (Very High)

Be different and stay relevant

Statistics - Final Quarter

• Units Sold: 427 backpacks

• Total Revenue: $28,096

• COGS: $20,069

• Net Profit: $187

• Market Share: 24%

• Advertising Costs: $4,200

Statistics -

Best Quarter

• Units Sold: 430

• Total Revenue: $31,264

• COGS: $20,210

• Net Profit: $3,824

• Market Share: 30%

• Advertising Costs: $4,450

• Final Bank Balance: $11,571.15

Takeaways

• Marketing isn’t a walk in the park!

• Sales Promotions and Investments

  • Expensive, but worth it if targeted well directed at specific market segment

• Don’t be afraid to change the product

• Experiment with controls

• Management needs a united front