Urban Commuter Executive Summary

Table of Contents

Executive summary 1
Performance 1
Target Market 2
Marketing Mix 3
Lessons Learned 3
Summary 3
Appendix A 1-3
Strategy

Executive Summary
Finding the most effective and efficient ways to communicate with our target market through a variety of media, and using an intensive distribution strategy allowed us to realize our goal and become the market share leader in the Practise marketing game.
In the game we were able to choose the advertising that reached the most urban commuters, which was our target demographic. The advertising allowed us to gaining awareness not only in our target demographic, but also in other demographics.
As our product awareness grew, we began selling more product
Our team is highlighted by orange.

We did accomplish our goal of gaining control of the market. We had a steady incline of market share throughout the game. We finished the game with 47% of the market share. We had a large awareness in the Urban Commuter demographic as well as awareness in other demographics.
We were ranked 1st place 14/17 turns.
Target Market Decisions
We chose Urban Commuter to be our demographic target. This was a large demographic with a growth rate of 4%, and they have the largest purchase frequency. These factors looked promising to us.
The characteristics of the demographic influenced the design of the backpack. The bag needed to be large enough to carry the necessary supplies, and small and comfortable enough to commute with regularly. Black was chosen as the colour for a more business look. The design of our bag was changed only once on the 2nd turn to add more comfort by changing the type of straps used. The special features we used were kept very basic, with a laptop sleeve and a water bottle. We started with a lower price for our product, and then raised it in the following turn. By turn 3 we had determined a good price point and kept it throughout the
The strategy revolved around marketing and gaining control of the market share. We wanted our product to have as much awareness as possible in the commuter demographic as well as the others.
Marketing Mix
We started with a lower price for our product, and then raised it in the following turn. By turn 3 we had determined a good price point and kept it throughout the game. Distribution was everywhere that would accept our product. The more readily available the more awareness would come to our product and the more market share we would gain.
Intensive distribution strategy was used; we wanted our product to be available at as many outlets as possible. The more exposure the back pack received the more it would sell. Making profit and gaining awareness, which was the strategy we were working towards.
Distributor that did not mainly sell to our target market, such as the university store and the outdoor store, we added discounts to encourage consumers to buy the backpack at a reduced cost. At the location that we had the greatest amount of urban commuters shopping, the mall, we added promotions to create even more awareness of our