The document is a marketing project report for a class on Business Studies. It discusses various topics related to marketing including the marketing mix, competitor analysis, and a SWOT analysis of a competitor brand. The report focuses on backpacks as the product being marketed under the brand name "Waymore". It describes the different types of backpacks available, features of products in the Waymore portfolio, and details on branding and pricing.

1. Business Studies Project Class 12
- By Kush Shah XII AGNI
Acknowledgement
I am very thankful to my Business Studies Teacher Mr.
Niranjan Samantasinghar, who gave me the golden
opportunity to do this wonderful project of Business
Studies on “Marke
ti
ng Management”, who has also
helped me in comple
ti
ng my project. I came to know
about so many new things I am really glad I came
across.
Secondly I would also like to thank my parents and
peers who helped me a lot in
fi
nalizing this project
within the limited
ti
me frame.
1

2. ▪ MARKETING
Marke
ti
ng is the process of exchange of goods and services for money
or for something of value. It is a social process because it involves
interac
ti
on of people (buyer and seller) and focuses on the need and
wants of the people. Marke
ti
ng is the study
and management of exchange relati onships. It is the business process of
iden
ti
fying, an
ti
cipa
ti
ng and sa
ti
sfying customers' needs and wants.
Because marke
ti
ng is used to a
tt
ract customers, it is one of the primary
components of business management and commerce. Marketers can
direct product to other businesses (B2B marketi ng) or directly to
consumers (B2C marke
ti
ng).
Thus, the modern concepts of marke
ti
ng are based on all the following
pillars:
1. Iden
ti
fi
ca
ti
on if customers
2. Understanding the needs and wants of the customers.
3. Developing goods and services to sa
ti
sfy customer needs.
4. Doing all these at a pro
fi
t.
▪ MARKETING MANAGEMENT
Marke
ti
ng management is the organiza
ti
onal discipline which focuses on the
prac
ti
cal applica
ti
on of marke
ti
ng orienta
ti
on, techniques and methods inside
enterprises and organiza
ti
ons and on the management of a
fi
rm's marke
ti
ng
resources and ac
ti
vi
ti
es.
Marke
ti
ng management employs tools from economics and compe
ti
ti
ve
strategy to analyze the industry context in which the
fi
rm operates. These
include Porter's
fi
ve forces, analysis of strategic groups of compe
ti
tors, value
chain analysis and others.
In compe
ti
tor analysis, marketers build detailed pro
fi
les of each compe
ti
tor in the
market, focusing on their rela
ti
ve compe
ti
ti
ve strengths and weaknesses
2

3. using SWOT analysis. Marke
ti
ng managers will examine each compe
ti
tor's cost
structure, sources of pro
fi
ts, resources and competencies,
compe
ti
ti
ve posi
ti
oning and product di
ff
eren
ti
a
ti
on, degree of ver
ti
cal integra
ti
on,
historical responses to industry developments, and other factors.
▪ MARKETING MIX
Marke
ti
ng mix is the set of tools that a
fi
rm uses to pursue its marke
ti
ng
objec
ti
ves in the target market.
It consists of the following four Ps:
3

4. - PRODUCT
Product means goods or services or anything of kind which is o
ff
ered for sale. The
concept of product restricts not only to the physical distribu
ti
on but also to their
bene
fi
ts. The decision in product mix includes deciding about the product’s
features, quality, labelling and packaging etc.
- PRICE
Price is the monetary name of the product. Price mix refers to
fi
xing price of a
par
ti
cular product. It is important to
fi
x it properly because it has an impact on the
demand for that product.
- PLACE
Place mix consists of decisions regarding channel members and the physical
distribu
ti
on. It is essen
ti
al to perform these ac
ti
vi
ti
es to ensure right products to
the right customers in the right
ti
me and price in a right manner so that various
types of u
ti
li
ti
es would be created in the
fi
eld of customer.
- PROMOTION
It includes ac
ti
vi
ti
es which are meant to communicate availability, features, and
merits of the product to large consumers. A
fi
rm spends substan
ti
al amount of
money on promo
ti
on.
4

5. ▪ MY PRODUCT
Backpacks
A bag carried on the back, usually of cloth with many pockets and straps that go
over your shoulders, used to carry things.
Types
There are various types of backpacks available specialized for various ac
ti
vi
ti
es :
1) Tradi
ti
onal Backpack
2) RuckSack
3) Daypack
4) Laptop Backpack
5) Tac
ti
cal Military Backpack
6) Frame Backpack
7) Sling Bag
8) Tote BackPack
9) Dry Bag BackPack
10) Drawstring BackPack
11) Compression Sack
12) Du
ff
el Backpack
13) Rain Cover Backpack
14) Suitcase Backpack
15) OutDry BackPack
16)Hydra
ti
on Backpack
17) Knap Sack
18) Hybrid Backpack
5

6. ▪ Why did I choose Backpack as my product?
I have selected this topic of backpacks because a
ft
er observing many topics, I felt
that backpacks play an important role and helps us to carry our accessories and
other material with us everywhere. It plays a role in each stage, for instance, we
used backpacks for taking things to school.
From a long
ti
me, bags and backpacks have been the fundamental for the
development of human civiliza
ti
on. The use of bags predates recorded history.
▪ Branding
Branding is the process of crea
ti
ng a corporate iden
ti
ty and prin
ti
ng that iden
ti
ty
onto the minds of the consumers. It involves the following:
(a) Brandname: Brandname is the verbal component of a Brand.
My Brandname is: WAYMORE or “le sac a dos”
(b) Brand Mark: Brand Mark is the part of the brand which can be recognized but
which is not u
tt
erable/speakable.
My Brand Mark is
6

7. (c) Tagline:
My Tagline: WAYMORE Space!
The tagline suggests that the consumer has picked the right brand buying the
perfect backpack just suitable enough for the amount of store they need.
(d) Trademark:
A brand or a part of the brand which is given legal protec
ti
on know as the
trademark. It prevents its use by compe
ti
ti
ve
fi
rms.
The Trademark Sign:
Unique Selling Points:
Waymore is the only seller of the expandable and carrier backpacks in this low
prices and in addi
ti
on has everything that a typical backpack should have along
with be
tt
er durability and much more comfort.
<———— >
Another thing that separates our brand
from the others is that we provide our customers
to walk in to our stores and let them have a customized bag specially made
for them and for their par
ti
cular use. An app for le
tti
ng customers do this is also
on its way!
Product Por
tf
olio:
Waymore has three products and one customizable op
ti
on for its customers to
make their own backpack.
7

8. 1) The Ul
ti
mate Professional:
This backpack is meant specially for traveling and tracking.
The backpack is Expandable to 45 liter space from the
ini
ti
al 28 liter storage capacity. With its front
compartment and dis
ti
nguished design, all things can be
fairly organized. This backpack is really helpful and
specially designed for the professionals for their
worldwide trips where they go with all stu
f
packed but
come back with even more stu
ff
where, the expandable
feature comes to use!
Not only this, but It has a
special feature where it can turn itself into a
handbag, like a suitcase and the shoulder straps can be
hidden so that it does not jinx the look.
2) The Standard Backpack: RS. 2750
This backpack is specially made for the most common uses, like students, and for
one day picnics etc. The bag comes with almost all features as
the ul
ti
mate professional, but it cannot be converted into
a handbag.
Without opening the expandable chain, it is a 20
liter backpack but expanding it adds another 8 liters.
This is the most popular type of bag among our beta
testers we are pre
tt
y sure that it just
fi
ts in for your
daily use. It is made of ultra strong nylon material
and is water resistant. The price range is perfectly
8
RS. 6000

9. reasonable for its various features and is the common man’s choice.
3) Gear Warrior: RS. 2250
The
fi
rst and second backpack were in the lack of fashion because of the extra
features but this backpack tops both of these as far as the fashion is
concerned. However it doesn’t have as much features as the
ul
ti
mate pro and standard backpack but it sure does have
some quali
ti
es that could make you irresis
ti
ble from it.
The backpack is water resistant and has a 19 liter capacity
for small trips. It has its dynamic design with so many
pockets and hidden compartments as well to put your
valuable in. It comes along with a special compartment
where you can put your power backup and even charge
your phone! It contains all the other features like has a
laptop case, water bo
tt
le, and what makes this product
special is the price. It costs very reasonable and is designed for
every sec
ti
on of the society. These bags are perfect for gi
ft
s as well.
9

10. 4) The customized one:
The customers are all welcomed to walk in the stores and customize their own
backpack in the available op
ti
ons. Those are:
The prices of the customized backpacks vary upon their sizes, styles and material
used.
For any more informa
ti
on, you may visit the online store at www.waymore.com/
product-catalogue
Styles Colour Size Expandable by
Style A
(Convertible to Suitcase
style with hidden
shoulder straps)
Blue Hues 19 L 6 L
Style B
(More Fashionable as
the Gear Warrior)
Space Grey & Black 24 L 8 L
Style C
(Typical “Old School”
style with all the straps
and a retro feel)
Khakhi/ Chai 28 L 10 L
—— Any other color
depending upon the
outlet.
34 L 14 L
10

11. *SWOT ANALYSIS*
1) The North Face:
The North Face is an American outdoor recrea
ti
on product company. The North
Face produces clothing, footwear, and outdoor equipment.
Strengths (S):
- Very high brand reputati on within the outdoor community.
- Recognized for the quality of their products.
- Constantly crea
ti
ng innova
ti
ve, authen
ti
c, and technically advance
products.
- Commitment to Sustainability
- 20% Higher Report in the demand for it’s products.
Weaknesses (W):
- Di
ffi
culty in communica
ti
on with the consumers.
- The prices of it’s products are very high making the consumer
fi
nd for
subs
ti
tute.
- Low employee morale and lack of high opinion of management.
- Excessive outsourced processes.
Opportuni
ti
es (O):
- Could work upon employees’ morale boos
ti
ng by giving them a chance
to par
ti
cipate more in the business ac
ti
vi
ti
es.
- Market share be Increased by more involvement of the outdoor
community.
- Can expand brand products in sportswear and sponsoring athletes,
promo
ti
ng the brand.
Threats (T):
- Huge compe
ti
ti
on against other brands such as Nike.
- Too expensive to remain in the compe
ti
ti
on with other brands which are
not as dedicated towards product quality and durability.
11

12. 2) Adidas:
Adidas AG is a German mul
ti
na
ti
onal corpora
ti
on that designs and manufactures
shoes, clothing and accessories. It is the largest sportswear manufacturer in
Europe, and the second largest in the world, a
ft
er Nike.
Strengths (S):
- It is a very old company, started in 1949, having decades of heritage
and legacy.
- Has a mul
ti
ple and varied range of product and styles under it’s
brandname.
- Adidas has a very strong
fi
nancial posi
ti
on
- Has a very e
ff
ec
ti
ve distribu
ti
on system.
Weaknesses (W):
- Very Expensive price range.
- Overdependent on Outsourced manufacturing.
Opportuni
ti
es (O):
- With the development of the world as a whole and having market share
in developed countries, there is a steep rise in the demand of premium
goods.
- Expansion of product line will open a set on new opportuni
ti
es while at
the same
ti
me it can di
ff
eren
ti
ate itself from other compe
ti
tors.
Threats (T):
- Although Adidas is a global brand, but it is facing
fi
erce compe
ti
ti
on
from brands like Nike in this premium segment.
- Supplier Dominancy is high as most of its produc
ti
ons are outsourced.
- Almost 90% of the produc
ti
on is done in Asia and hence have to follow
all the import regula
ti
ons, du
ti
es and tari
ff
s in the western countries.
12

13. 3) Nike:
Nike, Inc. is an American mul
ti
na
ti
onal corpora
ti
on that is engaged in the design,
development, manufacturing, and worldwide marke
ti
ng and sales of footwear,
apparel, equipment, accessories, and services.
Strengths (S):
- It is the world’s no.1 backpack producer. It designs backpacks and other
sportswear items as well.
- Nike always has su
ffi
cient stock for it’s customers to have choice from.
- The company is strong at research and development.
- It is a global brand. It is recognized by almost everyone on the planet.
Weaknesses (W):
- The income of the business is s
ti
ll dependent upon its share of the
footwear market.
- Retail sector is very price sensi
ti
ve. Most of the revenue is earned from
the retailers. But retailers try to pass some of the low price compe
ti
ti
on
pressure onto Nike.
Opportuni
ti
es (O):
- Product development o
ff
ers Nike many opportuni
ti
es. Just like it
brought up the idea for shoes and backpacks connected to their phones.
- There is opportunity to develop products such as jewelry, sun glasses
etc.
Threats (T):
- The company is exposed to the interna
ti
onal nature of trade. It buys
and sells in di
ff
erent currencies so the prices di
ff
er a lot and cannot
remain stable for a longer period of
ti
me.
- The market for backpacks is very compe
ti
ti
ve. Compe
ti
tors are crea
ti
ng
alterna
ti
ve brands to take away Nike’s market share.
13

14. 4) Coach:
Strengts (S)
- Clear brand image
- Di
ff
eren
ti
ated product lines.
- Strong Distribu
ti
on network
- In-store experience is topti er good.
Weaknesses (W):
- The styles are very limited and there is demand for new styles
everyday. Coach lacks in the choices.
- Coach does not adver
ti
se in the mainstream media as it is a “luxury”
brand but it doesn’t adver
ti
se as needed on the various social media
pla
tf
orms as well.
- Coach has a very minimal presence in Asia as compared to same origin
compe
ti
tors like Louis Vui
tt
on.
Opportuni
ti
es (O):
- Leather is ge
tti
ng the a
tt
en
ti
on and is s
ti
ll a growing trend. Coach has a
speciality in producing
fi
ne leather handbags as well as strong nylon
material backpacks.
Threats (T):
- The main threat to Coach is the compe
ti
ti
on in the market.
14

15. 5) NordStrom:
Strengths (S):
- Exclusive brands and luxury designer merchandise
- Strong growth and
fi
nancial posi
ti
on
- Excellent customer services
- Strong corporate responsibility
Weaknesses (W):
- Highly Expensive products on some merchandises.
- It operates only on hi-end backpacks, handbags and some clothing-
pu
tti
ng all the eggs in one basket.
- Expensive and risky investments
Opportuni
ti
es ()O:
- According to NordStrom, average buyer age is 42, so NordStrom could
really work upon a
tt
rac
ti
ng youth and expand it’s business
Threats (T):
- E-commerce giants- Many luxury brands are now available on e-
commerce giants such as amazon, threatening high-end luxury stores.
- There is a bearish signal for NordStrom as the economy is having a rising
trend but goes through a lot of recessions, making NordStrom’s prices
una
ff
ordable.
15

16. Packaging:
Packaging is the science, art and technology of protec
ti
ng products for
distribu
ti
on, storage, sale, and use.
Packaging also refers to the process of designing packages that look
appealing to the customers.
Packaging can be described as a coordinated system of preparing goods for
transport, warehousing, logis
ti
cs, sale and end use.
1. Primary Packaging: It is the packaging that is in direct
contact with the product itself and is some
ti
mes referred to
as consumer or retail packaging. The main purpose of
primary packaging is to protect and/or preserve, contain
and inform the consumer. Primary packaging of
backpacks are not as important as other delicate items
as this stu
ff
is made for rough purposes only.
The Packaging here is a simple co
tt
on bag with the
WayMore brand mark on it. It would make a good
impression of the brand on the consumer.
2. Second level Packaging: It includes the exterior packaging
which further protects the product and promotes the
product’s features and its make. It usually includes
the product’s brand name, model name, and a visual
representa
ti
on of a product itself.
Here, there is a hard cardboard slim box with all the
speci
fi
ca
ti
ons of the product along with a keychain to
show a stylish look.
16

17. 3. The 3rd Level of packaging is o
ft
en also referred
to as the bulk or transit packaging. his type of
packaging is used to group larger quan
ti
ti
es of
packages to transport them from point A to point B
(e.g. from produc
ti
on facility to point of sale). During
this stage, products are handled as distribu
ti
on units. Products
reach the
fi
nal consumer with packaging up to the third level.
Transporta
ti
on and Warehousing:
The Transporta
ti
on and Warehousing sector includes industries
providing transporta
ti
on of passengers and cargo, warehousing
and storage for goods, scenic and sightseeing transporta
ti
on,
and support ac
ti
vi
ti
es related to modes of
transporta
ti
on. Establishments in these industries use
transporta
ti
on equipment or transporta
ti
on related
facili
ti
es as a produc
ti
ve asset. The type of equipment
depends on the mode of transporta
ti
on. The modes of
transporta
ti
on are air, rail, water, road, and pipeline.
A warehouse is a commercial building for storage of goods. There are
di
ff
erent types of warehouses like private warehouses, government
warehouses, co-opera
ti
ve warehouses, etc.
Since my company is in its ini
ti
al stages a PUBLIC
WAREHOUSE will be the best choice. Private
warehouses require a lot of money. A public
warehouse is owned by the government and
charge fees from companies and in return provide
warehousing services. My company will ensure
that the warehouse will: (a) Have appropriate space for storage & (b) Be
clean and
ti
dy; regular maintenance will be done.
17

18. Channel of Distribu
ti
on:
Channels of Distribu
ti
on are set of
fi
rms and individuals that take
ti
tle,
or assist in transferring
ti
tle, to par
ti
cular goods or services as it moves
from the producers to the consumers. Channels of distribu
ti
on
smoothen the
fl
ow of goods by creati ng possession, place and
ti
me
u
ti
li
ti
es.
Out products are sold solely through direct and One level indirect
channel pf distribu
ti
on. Customers are welcome to buy any of our three
products online at www.waymore.com and place an order.
On the other hand, customers are always welcome to our waymore outlets
and have a look and try the backpacks as well. Unfortunately, the backpacks
can only be customized o
ffl
ine.
DIRECT CHANNEL OF DISTRIBUTION:
18
WAYMORE Online Store
Customers
WAYMORE
Manufacturing Unit
Retail
Store
Customers
INDIRECT CHANNEL OF DISTRIBUTION

19. Corporate Social Responsibility: (CSR)
Corporate social responsibility is a type of international private
business self-regulation that aims to contribute to societal goals of a
philanthropic, activist, or charitable nature by engaging in or
supporting volunteering or ethically-oriented practices.
Here at WAYMORE, we believe in giving back to the society.
The materials used for manufacturing our products are completely
safe for use as they are easily renewable and we have a real good
outsourcing for proper disposal of used bags and reusing some of the
components.
As we are just on the initial phase of our company, we have tied up
with an non profit organization named “Aasman Foundation” which
provides under privileged kids with their necessities for studies and
helping them educate the children in most socially backward areas
around the country. Just to pitch in a little bit; we donate free
backpacks to these kids.
In addition, due to the covid-19 pandemic, we have decided to provide
a free food service for the need in the city. Our caretakers and some
generous volunteers have contributed for the same. It always feels
good to share something with the needy.
19

20. Conclusion:
To conclude, WayMore is currently just a startup brand providing
quality backpacks to a target customer of upper middle class and
upper class that lasts long.
20