BRAND #X - Jansport

Market definition and analysisJanSport, Inc. is the leading designer and maker of backpacks, shoulder bags, luggage, and laptop bags. The company makes durable and functional backpacks to help customers carry the stuff they need in a fashionable way possible. The packs are versatile to fit your purpose whether youre headed to concert, to class or going off the grid. Everyday bags, outdoor bags and digital bags are among the top-selling products of JanSport. The current target market are teenagers, specifically 12-22 years old, coming from middle to high-income consumers. Its customers are young and independent (or wants to be independent), and are lovers of the outdoors, music, art, and self-expression. JanSport promotes the discovery of fun, freedom and adventure. The price ranges from Php1700-5000. Jansport is leading in United States in terms of market share. Major competitors of JanSport are Kipling, The North Face and Eastpak. To stay one head of JanSports competitors, it has to innovate and cut cost.

JanSport sells its products through department stores, office suppliers, sporting goods chains, and online retailers. University bookstores also market JanSport's collegiate items. Jansport promotes its products through Official website, social media, and youtube. To connect more with customers, Jansport uses music and Bonfire sessions.

Brands Market PositionJansport is the leading backpack company in the global market. It boasts a 22.6% share in the market with competitors like the Timberland Company, Eastpak and Coleman Company. In the Philippines, consumers incline towards international brands such as Jansport and Samsonite for their quality. It is believed that because Filipinos usually identify themselves with things that are from the United States, American brands do not need to put a lot of effort in marketing in the country. As of 2012, Jansport holds a value share of 1.3%, ranking it 12th in the list of bags and luggage brands available in the country. Nevertheless, Philippines remains to be the brands most dominant market in Southeast Asia. It was estimated that 2 out of 5 students in the country use a Jansport bag. Jansports mother company, VF Corporation ranks 1st in total with 5.2% value share. It is followed by Louis Vuitton SA and Samsonite International SA with 3.6% and 2.7% respectively. Consumers mainly purchase from three stores namely: The Travel Club, Bratpack and R.O.X. It is available in over 50 outlets nationwide. The brand achieved its position by capitalizing on individuality and celebrating self-expression.Consumer Behavior and TrendsJanSport has spent 31 years making backpacks for the mountain-climbing set. It made its mark with a panel-loading daypack, offering a different approach to traditional top-loading packs. In 1975, it became a classic and was used by countless students to transport books and binders from home to school. The company designs its product to blend with the trend of consumers lifestyle. Theyve evolved into techno-fashion statements that have to look hip, feel comfortable and hold an ever-evolving array of stuff such as laptop, ipod and cell phones. Teenagers have been choosing more customizable items because to them, bags represent who they are.

Key Issues and OpportunitiesDespite already having 22.6% share of the market, Jansport has every opportunity to further expand its brand. In the Philippines, Jansport can benefit from better economic performance expected from the country. Consumers are expected to travel more, forecasting strong growth for the bag and luggage industry. The increasing trend of internet or online retailing in the country also opens doors for market penetration. Product personalization is also a trend that the brand can take advantage of in order to create and solidify their relationships with their consumers. In the age of Social Media, Jansport has clear access to numerous communication tactics that can let them connect to even wider markets. The company can also explore the advocacy of eco-friendly products and even partner with known organizations to promote the company. .

The existence of counterfeit products is an issue that the brand must address. These products can negatively affect the brand name and how consumers perceive the brand. It is a growing threat to the industry even with government intervention. The brand must improve its communication tactics to inform its consumers about the risk of buying such products.

source:http://www.bizjournals.com/milwaukee/stories/1998/10/26/focus2.html?page=allhttp://www.referenceforbusiness.com/history/He-Ja/JanSport-Inc.html#ixzz3DD3F83Vehttp://www.euromonitor.com/vf-corp-in-personal-accessories/reporthttp://www.thenation.com/blog/179792/nyu-just-dropped-its-contract-jansport-why-victory-global-labor-rights#http://services.inquirer.net/mobile/10/06/11/html_output/xmlhtml/20100610-274906-xml.htmlhttp://www.fundinguniverse.com/company-histories/jansport-inc-history/