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DEHLINGER Lise & GRANCHI Giovana
P L
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- BRIEF HISTORY - CORE TARGET - KOTLER APPROACH: CORE BENEFIT THE PIECE OF EVIDENCE ADDED SERVICES - CONCLUSION
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60's
Today
10 years later Nordin founded Fjallraven.
Although the Kanken is still an excellent
After spend time serving the Swedish army
bag for children, it is more popular among
as part of the parachute rangers, he
the young adults. The same design was
realized that there was space in a market
kept for 35 years, with addition of new
for a durable and light-weight backpack.
styles and features such as the laptop
The wooden frame was substituted for an
sleeve.
50's The brand's history begins in Örnsköldsvik, Sweden when a 14 years old scout boy named Åke Nordin invented a new backpack with a wooden frame attached. He realized that with his new invention weight was distributed equally which provides more comfort to the user.
70's The Kanken backpack was created in 1978, to meet a demand for lightweight backpacks, once that at the time there was many reports about kids developing back problems.
WWW.YOURCOMPANY.COM
BRIEF HISTORY
aluminium frame.
CORE TARGET
“This is the backpack to carry away when you go on an adventure, shopping, school or work”
kids
- both gender - all ages (12-70) - living in urban area and big cities - outdoor aficionados - loyal to the brand
students
travelers/young adults
Motivations : comfort, innovation, travel focus Values : tradition, practicality
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CORE BENEFIT
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● The brand is part of the sportive lifestyle, more specifically linked to outdoor sports. ● Although Fjallraven is linked to sports, or kids backpack the main clients are young adults in urban areas. ● The minimalist design, the lightweight and durability are the features attributed to these backpacks.
LIGHTWEIGHT
DURABLE
NORDIC DESIGN
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● name : Kanken
THE PIECE OF EVIDENCE
● price : 89,95€ → 200€ ● storytelling : created to prevent back problems for kids, rectangular shape perfectly fits two A4 binders, two straps mean hands are free to play and go on adventure. ● features : Made out of durable, lightweight Vinylon F, large main compartment with a large opening, two side pockets, a zippered pocket in the front, handle at the top, narrow, supple shoulder straps, a sitting pad in the pocket and logo that doubles as a reflector
ONLINE .
PHYSICAL STORES
● Advices On the website is possible to find a informative report about how to take care of your backpack. ( wash, storage and care).
● FAQ You can find the answer for most of your questions here on the frequently asked questions page.
ADDED SERVICES
● Delivery Ships to: Belgium, Bulgaria, Croatia, Czech Republic, Estonia, France, Greece, Hungary, Ireland, Latvia, Lithuania, Luxembourg, Italy, Poland, Portugal, Romania, Slovakia, Slovenia and Spain. Prize: Between 4,9 € To 9,90€. Delivery within 2-6 days
● Returns This service is only available online and allows the devolution of unused items after 14 days of purchase.
● Sales team Provide all the technical information about the product.
● Sales points Present in 47 countries, through own boutiques, partner's stores and qualified retailers.
● Care & Repair The products are made for last years but the repairing service is limited. They offer only zipper and button substitution.
● Warranty Provides a limited lifetime warranty to the original purchaser against manufacturing defects, and does not include accidental damage.
"Providing information to the customer is the key point for the added services, once they post several care articles on the website and provide only a limited care and repair and warranty".
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Delivery : 20 countries 2-6 days between 4,90€ to 9;90€
KOTLER APPROACH
Warranty : limited lifetime warranty, does not include accidental damage
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Repairs : zipper and button substitution
Quality : practical, stylish, light, solid Features :
Brand name :
Price : from 79,95€ to 200 €
Ac 47 ces (ow cou s Po Pa n b ntrie int : Qu rtne outi s ali r's que fie st d r ore s, eta s ile and rs)
"To offer a durable and functional backpack, considering also the design'’.
- durable, lightweight Vinylon F, - large main compartment - two side pockets - zippered pocket in the front - handle - narrow, supple shoulder straps - sitting pad in the pocket - logo as reflector
Style :
mer o t s u C the : l l s a e e c i rovid Serv p s m ea ion Sale t al informat ic uct. d techn o r p the about
After Sale : informative report on website about how to take care of the backpack (wash, storage and care)
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Core benefit: A durable and functional backpack without sacrificing the design Core target: from kids to senior, for everyone how seeks a practical backpack Storytelling : created for kids, now at the back of young active
CONCLUSION
adults and travelers of any age. Historical Brand : from the 50’s to today, Fjallraven knows how to stay relevant through time using innovation and adaptation Sustainable approach : Fjallraven wants customers to take care of the product and make it last instead of replacing it and buy a new one.
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https://theidleman.com/blogs/style/history-fjallraven-ka https://www.fjallraven.com https://www.pinterest.fr/search/pins/?q=kanken&rs=typed&term_meta[]=kanken%7Ctyped
REFERENCES
nken-bags