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분야
pptxExternal Analysis
Internal Analysis
Problem Analysis
Recommendation
6M Analysis
IMC Strategies
Advisory Proadtive
Client JanSport
Project Name New 2014 IMC strategy for JanSport
Brand Description
World-renowned backpack brand with long history and its identity
Products: backpacks with various shapes, designs, patterns and colors
Target customers: university students at the age of 20’s
Brand slogan: “discover freedom.”
Marketing Issue
Problems
Short-term promotion-oriented marketing
Perceived as a backpack brand with simplicity and boredom
Need of new campaign to build brand equity: “Beyond Simplicity, Find Your Color”
Promoting other product lines than basic lines and appealing target customers by forming sense of agreement
Marketing ROI
Expected reaction of customers: customers will perceive the brand as a backpack brand with diverse designs as well as a brand, which can be used to express their own individuality.
Expected returns: the growth of market share by 2% through the increase in sales based on the image improvement
