A marketing plan for JanSport's Campus Bags Collection

Date of Publication

2010

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Luz Suplico-Jeong

Abstract/Summary

JanSport Philippines is under the company Uniglobe Travelware Co. Inc. which belongs to Primer Group of Companies. It is among a roster of lifestyle brands that Primer Group of Companies distributes throughout the Philippines. The license of being the exclusive distributor of JanSport in the Philippines was entitled to the company twelve years ago as the owners of Primer Group of Companies saw the opportunity of the brand in the local retailing scene.

Through the twelve years of being in the Philippine market, JanSport has its own share of ups and downs. Today JanSport enjoys the limelight as it enjoys the success of the most recent project, the Pilipinas Bags. After the recent success of the Pilipinas Bag launch in the country, the brand is eying another potential project, the Campus Bag Collection. The collection is purely dedicated to expressing a university's Schoolture, a term which will be coined to denote a school's culture. This project would be for the top four universities in Metro Manila. The top four schools were carefully selected to be able to preserve the brand equity and remain its brand exclusivity as the top of mind of university students when it comes to backpacks.

The preparation of the campus bag edition would have to start approximately one year before its launching. The recommended marketing plan is targeted to start last week of August 2010, and ends at September 2011. The recommended advertising campaign for the marketing plan is divided into four phases, namely the contest, the prelaunch, the launching, and the sustaining phase. As a limited edition collection, Campus Bags will need strategic distribution channels as it will not be distributed where all the Jan Sport merchandise are available. The plan recommends distributing the Campus Bag Collection only to selected Metro Manila Bratpack stores and Travel Club as the target market mostly resides in the Metro Manila area.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022050

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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