Final Project: Marketing Mix - Product

Marketing: An Introduction defines a product as “anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need". (Marketing: An Introduction, Armstrong & Kolter, Pg. 209). Where once, people followed the saying “you get what you pay for”, with the economy in its current state, the money-conscious consumer is looking for great quality at a low price. It’s because of this, the modern consumer research products they’re interested in purchasing so they don’t waste time or money.  

Wegner, the maker of the Swiss Army Knife and Swiss Watches, was tasked with creating a laptop computer backpack for bigger laptops that could not only compete with other the companies such as Treager and Case Logic, but one that would also be good enough to carry on the Wegner tradition of quality craftsmanship. In creating a good quality product, they would also have to look at its life cycle. The authors of Marketing: An Introduction sees to challenges that a firm would have to face. Because all products eventually “decline” they believe that a company “must be good at developing new products to replace aging ones (the challenge of new-product development)”.  They also believe that they “must be good at adapting its marketing strategies in the face of changing tastes, technologies, and competition as products pass through life-cycle stages” (Marketing: An Introduction, Armstrong & Kolter, Pg. 244). Wegner has put out other backpacks to accommodate the smaller laptop sizes, but for the larger 17” backpacks, they created the “Ibex” laptop computer backpack.

The “Ibex” computer backpack is a functional and portable backpack made of polyester that allows you to carry your laptop and other items in a stylish container. The main pouch that carries most 17 inch laptops has air-flow padding and strengthened material on the bottom of the backpack to prevent water damage, scratches, and to help absorb the shock from drop damage. The laptop compartment is 15” wide, 10” depth, and 19” height. It has a quick pocket with a removable accessory pouch to carry smaller items.

Features:

• Fits Most 17 Notebooks
• Comp-u-Flex Computer Pocket
• Air-Flow Back Padding
• Shock Absorbing Shoulder Straps
• Quick pocket
• iPod/MP3 Player Pocket
• Essentials Organizer
• Removable Accessory Pouch
• Case Base stabilizer platform
• Adjustable Chest Strap
• Limited Lifetime Warranty

**Features are listed from the Beach Camera Website.