A marketing plan for JanSport's Campus Bags Collection

JanSport Philippines is under the company Uniglobe Travelware Co. Inc. which belongs to Primer Group of Companies. It is among a roster of lifestyle brands that Primer Group of Companies distributes throughout the Philippines. The license of being the exclusive distributor of JanSport in the Philipp...

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Main Authors: Escalante, James Ray A., Limyuen, Abigail Aram O.
Format: text
Language:English
Published: Animo Repository 2010
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Online Access:https://animorepository.dlsu.edu.ph/etd_bachelors/18151
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Institution: De La Salle University
Language: English
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spelling oai:animorepository.dlsu.edu.ph:etd_bachelors-186642022-01-24T07:55:17Z A marketing plan for JanSport's Campus Bags Collection Escalante, James Ray A. Limyuen, Abigail Aram O. JanSport Philippines is under the company Uniglobe Travelware Co. Inc. which belongs to Primer Group of Companies. It is among a roster of lifestyle brands that Primer Group of Companies distributes throughout the Philippines. The license of being the exclusive distributor of JanSport in the Philippines was entitled to the company twelve years ago as the owners of Primer Group of Companies saw the opportunity of the brand in the local retailing scene. Through the twelve years of being in the Philippine market, JanSport has its own share of ups and downs. Today JanSport enjoys the limelight as it enjoys the success of the most recent project, the Pilipinas Bags. After the recent success of the Pilipinas Bag launch in the country, the brand is eying another potential project, the Campus Bag Collection. The collection is purely dedicated to expressing a university's Schoolture, a term which will be coined to denote a school's culture. This project would be for the top four universities in Metro Manila. The top four schools were carefully selected to be able to preserve the brand equity and remain its brand exclusivity as the top of mind of university students when it comes to backpacks. The preparation of the campus bag edition would have to start approximately one year before its launching. The recommended marketing plan is targeted to start last week of August 2010, and ends at September 2011. The recommended advertising campaign for the marketing plan is divided into four phases, namely the contest, the prelaunch, the launching, and the sustaining phase. As a limited edition collection, Campus Bags will need strategic distribution channels as it will not be distributed where all the Jan Sport merchandise are available. The plan recommends distributing the Campus Bag Collection only to selected Metro Manila Bratpack stores and Travel Club as the target market mostly resides in the Metro Manila area. 2010-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_bachelors/18151 Bachelor's Theses English Animo Repository Marketing
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic Marketing
spellingShingle Marketing
Escalante, James Ray A.
Limyuen, Abigail Aram O.
A marketing plan for JanSport's Campus Bags Collection
description JanSport Philippines is under the company Uniglobe Travelware Co. Inc. which belongs to Primer Group of Companies. It is among a roster of lifestyle brands that Primer Group of Companies distributes throughout the Philippines. The license of being the exclusive distributor of JanSport in the Philippines was entitled to the company twelve years ago as the owners of Primer Group of Companies saw the opportunity of the brand in the local retailing scene. Through the twelve years of being in the Philippine market, JanSport has its own share of ups and downs. Today JanSport enjoys the limelight as it enjoys the success of the most recent project, the Pilipinas Bags. After the recent success of the Pilipinas Bag launch in the country, the brand is eying another potential project, the Campus Bag Collection. The collection is purely dedicated to expressing a university's Schoolture, a term which will be coined to denote a school's culture. This project would be for the top four universities in Metro Manila. The top four schools were carefully selected to be able to preserve the brand equity and remain its brand exclusivity as the top of mind of university students when it comes to backpacks. The preparation of the campus bag edition would have to start approximately one year before its launching. The recommended marketing plan is targeted to start last week of August 2010, and ends at September 2011. The recommended advertising campaign for the marketing plan is divided into four phases, namely the contest, the prelaunch, the launching, and the sustaining phase. As a limited edition collection, Campus Bags will need strategic distribution channels as it will not be distributed where all the Jan Sport merchandise are available. The plan recommends distributing the Campus Bag Collection only to selected Metro Manila Bratpack stores and Travel Club as the target market mostly resides in the Metro Manila area.
format text
author Escalante, James Ray A.
Limyuen, Abigail Aram O.
author_facet Escalante, James Ray A.
Limyuen, Abigail Aram O.
author_sort Escalante, James Ray A.
title A marketing plan for JanSport's Campus Bags Collection
title_short A marketing plan for JanSport's Campus Bags Collection
title_full A marketing plan for JanSport's Campus Bags Collection
title_fullStr A marketing plan for JanSport's Campus Bags Collection
title_full_unstemmed A marketing plan for JanSport's Campus Bags Collection
title_sort marketing plan for jansport's campus bags collection
publisher Animo Repository
publishDate 2010
url https://animorepository.dlsu.edu.ph/etd_bachelors/18151
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