Marketing Proposal

Mkt b250f

Product strategies

The target customers of us were the middle class who will willing to pay $500-$1300 to buy a backpack. We will introduce two new products. One of them will focus on the anti-theft function. And second is the business class backpack with the stylish design.

The target customer we set was the middle class who can afford to travel around every years. According record of the immigration department. The passenger throughput of the Hong Kong International Airport 296,622,000 in 2015 (Control Points Passenger Throughput http://www.customs.gov.hk/filemanager/common/pdf/statistics/passenger_entry_exit_en.pdf). Assume 10% of them are Hong Kong people, there will be 29,662,200. The demand of anti-theft backpack was huge. We could add a GPS gadget in the backpack and develop an application that could remind us the position. That will attract the customers to buy it. The market share can probably increase by 4% in Hong Kong.  Travel Goods and Handbags Industry in Hong Kong http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-Profiles/Travel-Goods-and-Handbags-Industry-in-Hong-Kong/hkip/en/1/1X000000/1X006S7H.htm)

The second we will introduce the new product line that face to business class customers. The product line will differentiate with the quality of the backpack materials but all of them need to have a stylish design. We could choose the Korean 600D poly as the cheaper one.

[pic 1][pic 2] 

（Example of 600d poly backpack）http://www.ecbagcenter.com/blank-c1v5

The velocity materials as the middle one. [pic 3]

(Example of velocity materials backpack) http://www.cottonclubshop.cn/man/accessories/backpacks/velocityhigh-black.html