Marketing Simulation Strategy & Segment and Persona - Marketing Assignment Help

Assignment Task -

Segment and Persona:

The outdoor enthusiast, someone who expresses their beliefs and values through the brands they wear. Where cause and authenticity is important to them for a positive brand experience. With the outdoor enthusiast, there is a chance to create a unique backpack that mixes the urban dweller and the “typical” outdoor athlete. By creating an epic backpack that mixes the social, fitness, and competitive aspects of the outdoor enthusiast, this product can be inviting at all, not just one type of person. Our persona is an urban female in her late twenties who leads an active lifestyle and her activities bring her outdoors. She is looking for a backpack that allows her to bring all the gear she needs, comfortable, durable, but also trendy.     

Product Features:

When designing the backpack capacity was essential to the design. Durability, breathability, waterproofing and comfort is also a high necessity and expectation for this backpack. Straps are a huge part of comfortability, by making sure there was a chest and hip strap that allows for a good study harness. Making sure weight is evenly distributed, allowing for comfortability on short to long hikes. When choosing the material it was important to use durable products that are eco friendly as good values are high in the outdoor enthusiasts mind. As well, adding a water bottle holder to the side of the backpack allows for easy access when needing to quench thirst. Finally, waterproofing the backpack was essential as weather can be unpredictable and being prepared for anything mother nature throws at you is always a step in the right direction. When deciding the colour green, there was a tie to nature and being outdoors, as well the perspective of being eco friendly.    

Pricing Strategy:

As one of the more essential pieces to purchase, making sure the product was equipped with all the baseline expectations. The backpack is priced at $107.00, it is a bit higher than the average purchase price at $90.00 however, it is still within the outdoor enthusiasts budget. Quality is very important to the outdoor enthusiast as they are more eco friendly. When looking to purchase a product that they want something will last a long time, and wear well as they continue to use their product. So with a higher price there was a chance to use better quality materials.    

Distribution Decision:

When looking at distribution we chose a high end outdoor store, which has the largest market for our sement as they sell high end outdoor clothing, hiking equipment, and other apparel. The outdoor enthusiast also likes to do research, so we added our product to an online discount retailer to allow for those outdoor enthusiasts who are on a budget to be able to afford the backpack at a discounted price.     

Communication Decision:

When looking at positioning eco friendly, tough, and peak performance jumped out. Bringing out the competitive nature of an outdoor enthusiast. Brand loyalty is high when it comes to outdoor enthusiasts so consistency was very important in the message that was being pushed. When designing the advertising plan, print newspapers, sports talk radio, online news, and wilderness cable network hit our demographic the most. Putting most of the resources into those media was the best idea to hit the largest amount of outdoor enthusiasts.   

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