Business Studies Project Marketing Management Class 12 CBSE

Marketing Management of the product- BACKPACKS
USP- Expandable backpacks and durable.

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 “Marketing Management”, who has also
helped me in completing 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 finalizing this project
within the limited time frame.
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2. ▪MARKETING
Marketing is the process of exchange of goods and services for money
or for something of value. It is a social process because it involves
interaction of people (buyer and seller) and focuses on the need and
wants of the people. Marketing is the study
and management of exchange relationships. It is the business process of
identifying, anticipating and satisfying customers' needs and wants.
Because marketing is used to attract customers, it is one of the primary
components of business management and commerce. Marketers can
direct product to other businesses (B2B marketing) or directly to
consumers (B2C marketing).
Thus, the modern concepts of marketing are based on all the following
pillars:
1.Identification if customers
2.Understanding the needs and wants of the customers.
3.Developing goods and services to satisfy customer needs.
4.Doing all these at a profit.
▪MARKETING MANAGEMENT
Marketing management is the organizational discipline which focuses on the
practical application of marketing orientation, techniques and methods inside
enterprises and organizations and on the management of a firm's marketing
resources and activities.
Marketing management employs tools from economics and competitive
strategy to analyze the industry context in which the firm operates. These
include Porter's five forces, analysis of strategic groups of competitors, value
chain analysis and others.
In competitor analysis, marketers build detailed profiles of each competitor in the
market, focusing on their relative competitive strengths and weaknesses
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3. using SWOT analysis. Market<ng managers will examine each compet<tor's cost
structure, sources of proY<ts, resources and competencies,
compet<t<ve posit<oning and product diYYerent<at<on, degree of vert<cal integrat<on,
historical responses to industry developments, and other factors.
▪MARKETING MIX
Market<ng mix is the set of tools that a Y<rm uses to pursue its market<ng
object<ves in the target market.
It consists of the following four Ps:
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4. -PRODUCT
Product means goods or services or anything of kind which is offered for sale. The
concept of product restricts not only to the physical distribution but also to their
benefits. 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 fixing price of a
particular product. It is important to fix 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
distribution. It is essential to perform these activities to ensure right products to
the right customers in the right time and price in a right manner so that various
types of utilities would be created in the field of customer.
-PROMOTION
It includes activities which are meant to communicate availability, features, and
merits of the product to large consumers. A firm spends substantial amount of
money on promotion.
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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 activities :
1) Traditional Backpack
2) RuckSack
3) Daypack
4) Laptop Backpack
5) Tactical Military Backpack
6) Frame Backpack
7) Sling Bag
8) Tote BackPack
9) Dry Bag BackPack
10) Drawstring BackPack
11) Compression Sack
12) Duffel Backpack
13) Rain Cover Backpack
14) Suitcase Backpack
15) OutDry BackPack
16)Hydration Backpack
17) Knap Sack
18) Hybrid Backpack
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6. ▪Why did I choose Backpack as my product?
I have selected this topic of backpacks because after 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 time, bags and backpacks have been the fundamental for the
development of human civilization. The use of bags predates recorded history.
▪Branding
Branding is the process of creating a corporate identity and printing that identity
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 utterable/speakable.
My Brand Mark is

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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 protection know as the
trademark. It prevents its use by competitive firms.
The Trademark Sign:
Unique Selling Points:
Waymore is the only seller of the expandable and carrier backpacks in this low
prices and in addition has everything that a typical backpack should have along
with better 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 particular use. An app for letting customers do this is also
on its way!
Product Portfolio:
Waymore has three products and one customizable option for its customers to
make their own backpack.
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8. 1) The Ultimate Professional:
This backpack is meant specially for traveling and tracking.
The backpack is Expandable to 45 liter space from the
initial 28 liter storage capacity. With its front
compartment and distinguished 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 stuf packed but
come back with even more stuff 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 ultimate 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 pretty sure that it just fits in for your
daily use. It is made of ultra strong nylon material
and is water resistant. The price range is perfectly
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RS. 6000

9. reasonable for its various features and is the common man’s choice.
3) Gear Warrior: RS. 2250
The Y<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
ult<mate pro and standard backpack but it sure does have
some qualit<es that could make you irresist<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 bottle, and what makes this product
special is the price. It costs very reasonable and is designed for
every sect<on of the society. These bags are perfect for giYts as well. 

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10. 4) The customized one:
The customers are all welcomed to walk in the stores and customize their own
backpack in the available options. Those are:
The prices of the customized backpacks vary upon their sizes, styles and material
used.
For any more information, 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
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11. *SWOT ANALYSIS*
1)The North Face:
The North Face is an American outdoor recreation product company. The North
Face produces clothing, footwear, and outdoor equipment.
Strengths (S):
- Very high brand reputation within the outdoor community.
- Recognized for the quality of their products.
- Constantly creating innovative, authentic, and technically advance
products.
- Commitment to Sustainability
- 20% Higher Report in the demand for it’s products.
Weaknesses (W):
- Difficulty in communication with the consumers.
- The prices of it’s products are very high making the consumer find for
substitute.
- Low employee morale and lack of high opinion of management.
- Excessive outsourced processes.
Opportunities (O):
- Could work upon employees’ morale boosting by giving them a chance
to participate more in the business activities.
- Market share be Increased by more involvement of the outdoor
community.
- Can expand brand products in sportswear and sponsoring athletes,
promoting the brand.
Threats (T):
- Huge competition against other brands such as Nike.
- Too expensive to remain in the competition with other brands which are
not as dedicated towards product quality and durability.
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12. 2) Adidas:
Adidas AG is a German multinational corporation that designs and manufactures
shoes, clothing and accessories. It is the largest sportswear manufacturer in
Europe, and the second largest in the world, after Nike.
Strengths (S):
- It is a very old company, started in 1949, having decades of heritage
and legacy.
- Has a multiple and varied range of product and styles under it’s
brandname.
- Adidas has a very strong financial position
- Has a very effective distribution system.
Weaknesses (W):
- Very Expensive price range.
- Overdependent on Outsourced manufacturing.
Opportunities (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 opportunities while at
the same time it can differentiate itself from other competitors.
Threats (T):
- Although Adidas is a global brand, but it is facing fierce competition
from brands like Nike in this premium segment.
- Supplier Dominancy is high as most of its productions are outsourced.
- Almost 90% of the production is done in Asia and hence have to follow
all the import regulations, duties and tariffs in the western countries.

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13. 3) Nike:
Nike, Inc. is an American multinational corporation that is engaged in the design,
development, manufacturing, and worldwide marketing 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 sufficient 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 still dependent upon its share of the
footwear market.
- Retail sector is very price sensitive. Most of the revenue is earned from
the retailers. But retailers try to pass some of the low price competition
pressure onto Nike.
Opportunities (O):
- Product development offers Nike many opportunities. 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 international nature of trade. It buys
and sells in different currencies so the prices differ a lot and cannot
remain stable for a longer period of time.
- The market for backpacks is very competitive. Competitors are creating
alternative brands to take away Nike’s market share.

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14. 4) Coach:
Strengts (S)
- Clear brand image
- Differentiated product lines.
- Strong Distribution network
- In-store experience is top tier good.
Weaknesses (W):
- The styles are very limited and there is demand for new styles
everyday. Coach lacks in the choices.
- Coach does not advertise in the mainstream media as it is a “luxury”
brand but it doesn’t advertise as needed on the various social media
platforms as well.
- Coach has a very minimal presence in Asia as compared to same origin
competitors like Louis Vuitton.
Opportunities (O):
- Leather is getting the attention and is still a growing trend. Coach has a
speciality in producing fine leather handbags as well as strong nylon
material backpacks.
Threats (T):
- The main threat to Coach is the competition in the market.

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15. 5) NordStrom:
Strengths (S):
- Exclusive brands and luxury designer merchandise
- Strong growth and financial position
- 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-
putting all the eggs in one basket.
- Expensive and risky investments
Opportunities ()O:
- According to NordStrom, average buyer age is 42, so NordStrom could
really work upon attracting 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
unaffordable. 

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16. Packaging:
Packaging is the science, art and technology of protecting products for
distribution, 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, logistics, sale and end use.
1. Primary Packaging: It is the packaging that is in direct
contact with the product itself and is sometimes 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 stuff is made for rough purposes only.
The Packaging here is a simple cotton 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
representation of a product itself.
Here, there is a hard cardboard slim box with all the
specifications of the product along with a keychain to
show a stylish look.
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17. 3. The 3rd Level of packaging is oYten also referred
to as the bulk or transit packaging. his type of
packaging is used to group larger quant<t<es of
packages to transport them from point A to point B
(e.g. from product<on facility to point of sale). During
this stage, products are handled as distribut<on units. Products
reach the Y<nal consumer with packaging up to the third level.

Transportat<on and Warehousing:
The Transportat<on and Warehousing sector includes industries
providing transportat<on of passengers and cargo, warehousing
and storage for goods, scenic and sightseeing transportat<on,
and support act<vit<es related to modes of
transportat<on. Establishments in these industries use
transportat<on equipment or transportat<on related
facilit<es as a product<ve asset. The type of equipment
depends on the mode of transportat<on. The modes of
transportat<on are air, rail, water, road, and pipeline.
A warehouse is a commercial building for storage of goods. There are
diYYerent types of warehouses like private warehouses, government
warehouses, co-operat<ve warehouses, etc.
Since my company is in its init<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 t<dy; regular maintenance will be done.
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18. Channel of Distribution:
Channels of Distribution are set of firms and individuals that take title,
or assist in transferring title, to particular goods or services as it moves
from the producers to the consumers. Channels of distribution
smoothen the flow of goods by creating possession, place and time
utilities.
Out products are sold solely through direct and One level indirect
channel pf distribution. 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 offline.
DIRECT CHANNEL OF DISTRIBUTION:


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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.

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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.
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