Ch. 18 Social media and Marketing

The social media platform most utilized to promote my product is Instagram. The brand that fabricates the brand is Swedish and it began getting recognized globally when "Instagram influencers" began posting photos with it.

Ch. 8 - Segmenting and Targeting Markets

My product is positioned to be sold in the growing state of the life cycle. The company continues to expand and is now in the U.S. and Canada. They plan on expanding to other countries and provide this great product to many more people. 

Ch. 15 - Marketing Communications

Some competive advantages are:
1) Constintely providing customer satisfaction (the backpack has liftime guarantee).
2) Waterproof
3) Good price
4) Location (easy to find).

Ch.10 - Product Concepts

The advantages of this product brand name is that when people hear Fjällräven customers immediately think durable and good quality. They have marketed themselves as such, and after 60 years customers recognize it as such.

Ch. 17- Personal Selling and Sales Management

1: Prospecting and Qualifying- salesperson identifies the potential customer.

2: Pre-approach-  salesperson familiarizes with the customer’s needs
3: Approach- Salesperson introduces product.
4: Presentation- The salesperson must pitch the product. However it's a specialty type of product meaning the customer is already planning on buying.
5: Closing-Customer buys best option.

Ch. 16 - Advertising, Public Relations and Sales Promotion

"You need gear that has survived 57 years in the subarctic"

[Fjällräven has three strong brand values: functionality, durability, and dependability.]

Ch. 14 - Retailing

This product is best retailed in department stores. They offer a wide range of products to the end-users under one roof. So, when the consumer goes to an athletic store like Paragon Sports, they will more likely end up buying the waterproof, sturdy backpack, that comes in a variety of colors and sizes.

Ch. 6 - Consumer Decision Making

The evoked set for my product is other similar brands such as Osprey, Camel-back and Patagonia. Unlike these other brands, Fjällräven comes with many innovating features such as being water resistant and a water pouch. This makes the target consumers choose it, when in stores.

Ch. 5 - Developing a Global Vision

Their global mission is to enable and inspire more people to spend time in nature. They want their products to help you feel secure and at home in the outdoors, now and in the future. 

Ch. 4 - The Marketing Environment

The brand focuses on people who are active outdoor enthusiasts. Their demographics range from the ages 22-31, which consist mostly travelers and photographers.

Ch. 11 - Developing and Managing Products

The idea arose out of necessity: to create a backpack that swallowed up gear, but sat comfortably on the back. The inventor used his mother’s sewing machine and his father’s tools, and created a backpack. 10 years later, in 1960, Åke founded Fjällräven and launched his first product for sale.

Ch.3 Ethics and Social Responsibility

Fjällräven has a responsibility for, and also an interest in, strengthening development in the countries and communities where they are active in. They are involved in generous initiatives where they support needy children and families in Eastern Europe by supplying them with warm winter clothing.

Ch. 2 - Strategic Planning for Competitive Advantage

-Waterproof, variety of colors and sizes for every need. Water pouch that can carry up to 3lt, lifetime guarantee.
-Fabric gets dirty and you need to change the water pouch often.
-To be the best selling in its field
-The price is high in comparison to products similar to it.

Ch. 1 - Overview of Marketing

Mission Statement: Enable and inspire more people to spend time in nature. We want our products to help you feel secure and at home in the outdoors.

Brief History: The origin of Fjallraven is a basement in Örnsköldsvik, where Åke Nordin created a trekking backpack and was founded in the 1960s.