Mcgraw hill backpack marketing simulation how to win

usayn Nathoo

Abdullah Muhammad

Team Strategy

Serpents Backpack Co. is a high end backpack company, boasting elegant, and eye-catching product designs and features. We at Serpents strive to deliver the best possible product for our targeted market of luxury-trend followers. With a strong commitment and organizational culture founded on the implication that luxury trends aren’t simply a hobby or side interest, but rather a lifestyle. We deliver a classic and luxurious backpack at a price that’ll make you say “the price is right!”

Segment

In the simulation there are five market segments available to choose from. In no specific order they are: university, luxury-trend followers, outdoor enthusiasts, school children, and urban commuters.

· Segment

· Luxury-trend followers

· Highest % growth rate (7%)

· Niche market

· Really narrow and hammer down what they want and monopolise the segment

· Less risk of competition - many will turn away as they are the smallest segment group

· Can afford an expensive backpack

· Increase margin/unit

· Ensure we rank high in terms of profit

· Ensure we are able to retain significant profit post distributor cut(s)

· Product features

· Segment needs and wants:

· 62% comfort

· 31% capacity

· 31% durability

· 16% waterproof

· 16% eco-friendly

· Teardrop rucksack shape

· Pleasantly tapered, stylish pack

· Appeals to the segment as they care for their appearance and aesthetic

· Ranks highest for comfort at “6”

· Comfort is the main prerequisite for our chosen segment

· Basic straps

· They are inexpensive straps to help boost profit margins

· Provide even support and basic comfort

· Purchasing a more comfortable strap means doubling, even tripling the price of this one

· Instead boost comfort in other areas and keep costs down

· Features designer tag

· Luxury-trend followers will be able to do exactly that - follow a luxury trend

· “Appeal to the fashion forward by licensing a designer tag”

· Luxury material

· Provides extremely high levels of comfort and durability - boosts overall score and aligns our product with the needs of our segment

· Appeals to the luxury-trend followers as the name of the material itself is “luxury”

· “Finest quality high-grained soft leather provides a comfortable feel and long-lasting durability”

· Tan colour

· Upon research during the persona assignment, it was revealed that neutral colours take the cake for luxury-trend followers

· Tan is a neutral and popular color choice for those aiming to boost their aesthetic in a high-class manner

· Overall segment needs and wants fulfilled

· In the demo mode, we went in and tested how our segment would like or dislike our product design by viewing their feedback

· “Exactly the kind of pack I need”