Super Bag: Marketing Research Report for the 'Health' Backpack Product

This comprehensive marketing research report, commissioned by Super Bag, investigates the potential launch of their new 'Health' backpack. The report delves into the product's features, including its orthopedic design and built-in headphone jack, and outlines a detailed marketing plan. It covers segmentation (demographics, behavioral patterns), targeting (age, gender, ethnicity, income), and positioning strategies. The 4Ps (Product, Price, Place, Promotion) and 5Cs (Company, Customers, Competitors, Collaborators, Climate) are analyzed to develop a robust marketing mix. The research includes a consumer survey, data analysis using SPSS to determine frequencies and correlations, and findings that inform the product's pricing, placement, and promotional activities. The report suggests targeting specific demographic groups, emphasizing the product's health benefits, and positioning 'Health' as an innovative, affordable, and health-conscious choice in the backpack market. The appendices include the consumer decision-making style inventory, survey instruments, and correlation data.

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Contents
Introduction.................................................................................................................................................1
Product Idea.............................................................................................................................................2
About the product................................................................................................................................2
Application of marketing process to the product.....................................................................................3
Relevance of the results to the launch of new backpack product ‘Health’...................................................4
Segmentation of ‘Health’.........................................................................................................................4
Targeting of ‘Health’...............................................................................................................................5
Positioning of ‘Health’............................................................................................................................6
4 P’s of ‘Health’......................................................................................................................................6
5 C’s analysis of ‘Health’........................................................................................................................8
Conducting the marketing research...........................................................................................................10
Survey...................................................................................................................................................10
Determination of frequencies using SPSS.............................................................................................10
Report on the marketing research..............................................................................................................11
The Research Problem...........................................................................................................................11
Data Sources..........................................................................................................................................13
Data Collection Method.........................................................................................................................13
Data analysis..........................................................................................................................................14
For the Consumer decision making style inventory (The frequencies)..............................................14
For other categories to the survey instrument....................................................................................15
Analysis of correlations.....................................................................................................................16
Findings and conclusion.........................................................................................................................19
References.................................................................................................................................................22
Appendix...................................................................................................................................................23
Consumer decision making style inventory...........................................................................................23
Other categories to the survey instrument...........................................................................................29
Correlations...........................................................................................................................................31

Introduction
The company Super Bag wants to develop and introduce a new product to the market. They want
to conduct a survey of the market to have an idea about the market and the wants, needs and
demands of the customers. So, this report aims to conduct the survey and find out the age,
education, income and ethnicity of the customers in the survey so that they can know about the
current market and prospect of their product. A marketing plan will be made as per the data
analysis and accordingly the strategies for the launch of new product will be discussed.
Product Idea
The company” Super bag” was established in February 16th, 2009 in Philadelphia. The company
was formed by 2 brothers James and John Adkins, where John is operative director. The
technological process in the company is fully automated. It offers environmentally friendly, non-
toxic and sustainable products such as bags and backpacks. The company’s each step is taken in
accordance with long term value, company’s growth, and balancing a healthy relationship with
partners. So, the company thought of launching a new backpack.
About the product
Name
The name of the product is ‘Health’.
Description
The company has launched new product-backpack “Health”. The backpack “Health” has
orthopedic system at the back, so it can be worn for a long time without damaging your back,
and air pillow, which provides proper circulation of air and prevents your back from sweating.
Injection-molded shoulder straps create flexible points to alleviate clavicle and pressure point
strain and neck pain, and finally a build-in lanyard cord with standard headphone jack. The
people who travel a lot will truly enjoy this important feature. Only backpack “Health” has this
feature. Designed with two large zip compartments, the main compartment features a floating,
padded 15” laptop sleeve and the front compartment features an internal organization panel to
stash smaller items. It has one bottle pocket and two side pockets for stationery. The backpack
made from waterproof material and has high capacity which can be adjusted.
Other specifications:
Color: black and purple.
Size; 48’35’’22’’

Volume: 37 liters
Application of marketing process to the product
Segmentation: This helps in dividing the population in various segments so that the company
can find out different customers having different set of needs, wants, demands etc. (Hollensen,
2015). This makes easier to sort them and position the product. It can be demographic,
behavioral, psychological etc.
Targeting: It is selection of the segment and targeting the appropriate people to whom the
product is to be served. It helps to make the launch of the product successful as the people who
are most likely to like and buy the product are targeted (Kotler, 2015).
Positioning: When targeting strategy is implemented, it is called as positioning. Positioning
helps in the placement of the product.
4P’s analysis: It is the marketing mix strategy that is made after the above analysis. It helps in
defining and setting the characteristics of product, its price, place where it is to be sold and the
promotion of the product (Huang, 2014).
5C’s analysis: This analysis helps the company to understand its internal and external analysis.

Relevance of the results to the launch of new backpack product
‘Health’
Segmentation of ‘Health’
In this strategy, the market is to be divided into various subsets according to the common
interests, needs and priorities of the people. This is an important strategy because it helps the
company to focus on the most profitable group of people or the place instated of focusing on
everything and ignoring the most profitable segment in the market.
As per the SPSS analysis done in the above section, the company has identified the population or
the market for its products on the basis of their age, gender, education, ethnicity, and income and
price preference. So, segmentation for the product ‘Health’ will be based on demographics, in
which the age, income, education and ethnicity of the consumers will be considered. As per
the SPSS analysis, the market should be segmented on the basis of age of the age group and
people of age 25-31 which means that mostly the young and employed generation has
participated in the survey. There is no need to segment the market on the basis of gender because
this bag can be used by anyone who has a problem in the back or who travels frequently. The
market should also be segmented on the basis of the earnings of the people because the earing
should be enough so that people can buy the new product in the market. So, the people who earn
between the salaries of $21000-$31000 should be included.
The company can also do behavioral segmentation in which the population or the market for
the consumers can be divided on the basis of their decision making pattern. Here, the SPSS
analysis shows that the decision of the consumers to buy a product depends on the price of the

product and the preference for the price of the product as per the above analysis of data is $16-
$37. So, the people who can spend or are willing to spend $16-$37 should be considered.
Targeting of ‘Health’
As per the data analysis done in SPSS, the following segments must be targeted by the company
in order to launch the product successfully and to earn profits and cover costs in the initial stage
of the launch of product:
 9 out of 25 people in the study i.e. 36% of the respondents in this survey belonged to the
age group of 25-31 which means that mostly the young and employed generation will buy
this product so they should be targeted.
 14 out of 25 people i.e. 56% of the respondents are female. Since, mostly the females go
for shopping, therefore, the company should target the females and influence them for
buying this product. Though, this product is useful for both the genders but the females
may lead to more shopping of this product than the males. So, initially during the launch
of the product, the females should be targeted. This can be done by using the promotional
strategies that target women or introducing such colors of the bag that are liked more by
women.
 Most of the respondents i.e. 15 out of 25 or 60% belong to the ethnic group of whites.
SO, the company should target the population of whites because they are more in number
so they are likely to buy more than the other ethnic groups in the country.
 Majority of the respondents i.e. 8 out of 25 or 32% are earning $21000-$31000. So, the
people earning between this range should be targeted by the company. They must product
the product at such cost that the prices are suitable to the people earning between this
range and they easily buy the product.
 Most of the respondents i.e. 12 out of 25 or 48% of them buy products ranging $16-$37.
The people who are willing to spend this much should be targeted.

Positioning of ‘Health’
The company should position itself as an innovative and unique product in the market which is
available at affordable price having good brand value and makes the shopping of people and
enjoyable experience. In addition to this, the product should be positioned as a good for health
product and safe for the physical condition of the people.
This positioning strategy of the company and the product is based on the analysis of SPSS data
that interprets the correlations among variables and give the result that the females try to get the
very best newest outfits/products when the sale increases and the price of products fall. When
people stick more and more to one particular brand, that brand becomes their favorite brand.
Generally, more number of females is likely to stick more to a particular brand. When the price
of the products is less or it is $16-$37 as preferred by the respondents, then they enjoy shopping
more. The products of the brand to which the respondents stick are the best products for them
and it also becomes their favorite brand. The product becomes more good or preferable when it
is available at the sale price and offers the products of the newest style. Finally, when the
shopping is pleasant to them they enjoy it more.
4 P’s of ‘Health’
Product Price Place Promotion
The product is a
backpack which has
The price should be
kept from $16-$37 as
Mostly, the people
shop from the
The best way of
promoting this

orthopedic system at
the back, so it can be
worn for a long time
without damaging the
back, and air pillow,
which provides proper
circulation of air and
prevents the back
from sweating.
Injection-molded
shoulder straps create
flexible points to
alleviate clavicle and
pressure point strain
and neck pain.
Finally, a build-in
lanyard cord with
standard headphone
jack.
it is the preferred
price of the
consumers and they
will be ready to buy
this product easily if it
is in the range of $16-
$37 (as per the above
data analysis and refer
table 22 in the
appendix).
departmental stores or
the malls. So, the best
place to sell this
product will be this
only. Also, this
product has a lot of
technical features so it
can also be displayed
at the electronics
items stores so that
more and more people
come to know about it
and buy it. An online
sale will also be
beneficial for this
product.
product is personal
selling and
advertisement in the
TV because this
product has unique
features that are
needed to be
communicated to
large number of
people at one time and
they also need to feel
the benefits of those
features. So, for that,
these two are the best
promotional strategies
for this company.
For example, the
product has injection-
molded shoulder
straps that create
flexible points to
alleviate clavicle and
pressure point strain

and neck pain. And it
has a build-in lanyard
cord with standard
headphone jack. The
people who travel a
lot will truly enjoy
this important feature.
So, they need to know
about this which can
either be done if the
sales people give
them a demo or they
put an advertisement
on the TV.
5 C’s analysis of ‘Health’
1. Company: The vision of Super Bag is to become the preferred brand for the health bags
in the market. For this, the company will apply the above formulated strategies that it has
developed from the survey analysis. The data that has been collected from the survey is
used to formulate the above STP strategies along with the 4P’s of the product ‘Health’.
The company is introducing the product in the health segment of the bags so the problem
that it might face is the acceptance of the product because it is difficult to explain the
benefits of the product to the people. So, they will have to be convinced to try this new
product.
2. Customers: As per the data analyzed in the SPSS, the target audience for this product is
composed of people who belonged to the age group of 25-31, belong to the ethnic group

of whites, are earning $21000-$31000 and are willing to pay $16-$37 (Refer to the above
data analysis).
3. Competitors:
Name of the
company
Needs
satisfaction
Segment Technologies of
production, materials.
1.Health Healthy lifestyle Young people
from 20 to 30
years old
Technological process
is fully automated.
(Waterproof material)
2.Go China Carry some
products
And small things
People with low
income
Mechanic and
handmade
technologies.(Rainwear
fabric).
3.Mimosa fashion needs Women from 20 to
55 years old
Mechanic technology.
(faux leather)
4.American bags prestigious Men and women
under 50 years
old
Mechanic and
automated
technologies.(leather)
But the company does not have much threat from these competitors because the company uses
the newest technologies and the process is fully automated. Also, segment of consumers for this
company is the young people, so they will get used to the product and they will keep buying it
over and over.
4. Collaborators: The external stakeholders of the company support the product and the idea
of the company. They are capable to help the company in launching this product and all
the business partners of the company are trustworthy and dependable.
5. Climate: The product is affected by the technological environment because any new
innovation in this product or the segment will make the product obsolete and it will no
longer remain unique in the eyes of the customers. The economic environment will also
affect the product because any change in the income of the consumers may change the
preference for the product.

Conducting the marketing research
Survey
In this report, a survey has been conducted with 25 respondents using the using the Consumer
Decision-Making Styles Inventory instrument. The questions of the instruments have been
attached in the appendix. Along with the questions of the instruments, some other categories
have been added like the age, gender, income, price, ethnicity and education. A 5-point scale for
each category except gender has been used in the survey.
Determination of frequencies using SPSS
For each of the response, the frequencies have been determined in the SPSS and the tables and
the data has been added in the appendix below. The frequency for the responses helps in
determining that how many times a response occurred for a particular question or variable. The
frequencies are important to calculate because it helps in correlating the variables and arriving at
the results.

Report on the marketing research
The Research Problem
The company Super Bag has launched new product ‘Health’ which is a backpack having has
orthopedic system at the back, so it can be worn for a long time without damaging your
back ,and air pillow, which provides proper circulation of air and prevents your back from
sweating. Since this product is very new to the market and to the consumers, therefore, the
company is worried about its launch in the market. The company is unaware about the needs and
preferences of the consumers about this kind of product so it is afraid that whether this concept
will work in the market or not. In order to profitably satisfy customer needs, the company must
understand internal and external situation including the market environment, the customers and
their own capabilities. For this, the company planned to undertake a survey of the market to
determine the customers wants needs and demands. The survey was conducted and frequencies,
correlations were calculated. As per the analysis of the data, the following research problems
were identified:
 When people buy the best products, they generally buy the newest designs in the market
and the new things are considered as best by the people. Thus, the design of the bag has
to be very new to the people, and then only they will consider it the best in the market.