APERTURE PACKS“ PA C K S F O R L I G H T T R AV E L S ”
APERTURE COLLECTION• A collection of light weight backpacks for adventurous photographers.• Top priority for protecting and securing camera equipment.• Innovative to the market, @ competitive pricing.• Teams together a travelers pack with a camera bag.• Made for TRAILS & FLIGHTS.• Come in sizes 50L-75L (50L is average size for an overhead bin of a airplane).
Target Market Analysis “93 million Americans will get outside to backpack… and they will spend nearly $290 billion in the pursuit”Potential Consumers -Active Marketing GroupIndividuals of various age groups: Campers, Backpackers,Photographers, International and Domestic Travelers.Retailers: Outdoor/Camping stores, LOCAL & ONLINE, Photographygear shops. LOCAL & ONLINE.The main target consumer of APERTURE packs would be aprofessional photographer or avid hobbyist who is constantly onthe go. The APERTURE pack is designed for minimalistic travel(clothes and stuff) and maximum security for consumers cameragear.
Target Market Analysis Demographics: Are very broad! • In the united states around 58% of backpackers in the are men. • Also they are people who are tend to be mostly middle class. • Mostly Young Adult to Middle Age. We target anyone with a camera and a itch to travel…Cite: Resolutions & Consulting Ltd. Ottawa June, 2003
BECAUSE WE ARENEW WE NEED YOU ! TAKE $25 OFF YOUR PURCHASE WHEN YOU COMPLETE OUR SURVEY COMPLEMENTS FROM BWP!
DECISION-MAKING PROCESS• High Effort – There are a TON of well established backpacking brands and camera gear companies to choose from.What we will do to help this decision process…• We will explain that APERTURE packs are something fresh to the market.• rolled into one pack! They are hiking and camera bags• They are designed to be simple and easy for your use.• The price and life time guarantee we give will match or beat competitors.• We will use consumers. Imagery to capture new consumers attention and retain old
MARKETING PLAN• Create a new consumer for a new market.• Learn more about our niche market by using surveys and incentives.• Get exposure in the outdoor scene.• Recruit Reps.• Use the theory of a few: SALESMEN, MAVENS, AND CONNECTORS. Amplify
Unique Product Positioning “Minimal, durable, packable, the picture perfect bag!” EXPOS SOCIAL-MEDIA WEBSITE EVENTS BILLBOARDS T.VSPONSOR PHOTOGRAPHERS ONLINE RETAILERS OUTDOOR STORESCommission based sales reps(hire teams to promote) MENS HEALTH MAGAZINE
Brief SWOT analysisStrengths O pportunities• New type of product • Learn about our consumer• Competitive Pricing • Start a new thing• Not many packs geared towards • Become a competitor photographersW eaknesses T hreats• We are a new company • Large established companies• We don’t have brand loyalists yet • A lot of different types of• We are smaller in size (start up) photography gear out there for travel.
THE END… A n y c o mme n t s o r q u e s t i o n