Jansport Marketing Plan

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Organization Background
JanSport Company is the leading designer not only for backpacks, but with shoulder bags, luggage and laptops bags. It was founded in Washington State during the year of 1967. It was started by a Seattle native named Murray Pletz. Since then JanSport has changed dramatically and now is available nationwide. Murray Pletz had won a competition sponsored by the Alcoa aluminum company. The idea was to design a new backpack using aluminum. Murray Pletz designed an aluminum flexible-frame backpack and that allowed him first place in this competition. That is when he thought about starting a new business that makes high quality backpacks. His goal was to make great hiking bags. With his winnings from the backpack design he decided to start the JanSport Company. He turned to his cousin Skip Howell for his business partner. They formed the company and as they started to make the backpacks, he decided that he was going to need another person that was able to sew. This is when he turned to his girlfriends at the time. Her name is Jan Lewis. He offered her a deal that she could not refuse. If she was to help him sew what he needed so that he could sell the backpacks, that he would name the company after her. Also, he added that she had to marry him in order for this work. That is how the company got its name. They were married in 1972 and were married until 1984. They eventually became divorced and split apart. Murray Pletz left the company to return to his normal life and his cousin Skip and Jan continued to keep the company going. Jan and Skip were searching for answers in what to do with the company since it had lost it leader. In 1986, Jan and Skip sold the company to the VF Corporation. This is same company that makes Lee, wrangler jeans. Since then, then company has gained much strength and power. They turned from a small three man team to a large company known nationwide. In the 1990s is when Jansport took off in sales. A lot of it was help to the new bags at the time. These were called convenience bags. These convenience bags grew sales from one hundred fifty million to two hundred million. This was the time where they started to marker to hikers, skaters and bikers. Jansport has also created some other products that other may not know of. Jansport is the creator of the dome tent. Yes, the one that is used for outdoor camping. Murray Pletz grew up in Washington near the mountains. He loved hiking and just was trying to make camping and hiking easier. It started with a design for a backpack which then turned into many other inventions and creations. VF Corporation is based in San Francisco and that is where all main offices of Jansport are located. Jansport sales have still remained strong. In 2004, Jansport estimated sales of three hundred million. They are currently trying to come out with a line of footwear.

Promotional Theme and Timeframe
Promotional theme for our product is going to be “Create Your Own Backpack by Jansport.” It will be located online through Jansport.com. You will get to customize your backpack to make it fit your style perfectly. You can choose from 3 styles of bags, 10 different colors, and 10 different prints. Since we will be marketing to kids, the timeframe will start a little before summer and go until autumn. We will start in May and go until November. Different stages of the promotion will start as different months pass through the year.

Target Market

Our mission is to reinvent the look of our backpacks to target a younger audience. For over 40 years we have been making backpacks for all occasions and ages. We want a new look to target kids in Elementary and Middle School. To keep up with the trend of self expression, we have come up with “Create Your Own Backpack by JanSport”. It’s a way of customizing your own backpack to fit your personality. These backpacks will be used for school, sports bags or everyday bags. We figure our typical customer will...
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