Suitcase Marketing Information - 4 P's, Life Cycle, Target Customer etc..

Now that I have my finished design for my suitcase, I am going to consider how I will market the product and how it will be priced etc.

4 P's

PRODUCT/STYLE/FUNCTION - The product is a cabin trolley suitcase. It has 4 wheels so it can be pulled or pushed standing flat. Inside the suitcase there is a separate compartment just for make up and liquid products.

The MAC logo is printed on the front in 3D, and the suitcase has white detailing all over.

The suitcase is 35L in size, so just the right size for short trips or hand luggage for a flight.

PLACE -  This product will only be sold online as it will be too big to be sold in stores. Not many could be put out on display, as this is just an additional item for MAC, whereas their main products are still their make up, and this is the main reason customers will be going into stores, therefore this product may be in the way in stores, so online sales would be best.

PRICE - I have decided to price the suitcase at £44.99

I think this is a suitable price, as it is more expensive than the luggage I looked at from Matalan, but cheaper than the likes of John Lewis, Debenhams and Samsonite, therefore there is an incentive for customers to come to MAC for their luggage as it is cheaper but the products will be reliable still as the brand is a respected brand known for their innovation and quality.

PROMOTION - I will promote this product in store via fliers, as the product won't actually be sold in store. It will just be online at www.maccosmetics.co.uk

MARKET LEVEL

Middle to high market level.

TARGET CUSTOMER

My target customer for this product would be both men and women, as the style and colours of the product are quite unisex. Both men and women need luggage to travel, and this type of product would appeal especially to business men and women who travel a lot. The product is also aimed at beauty artists who have a lot of make up to transport, especially mobile make up artists, as the case has a built in make up section to keep essential products like this separate.

For those using the case not for make up purposes, they can use the compartment for their liquids that they need to take in their hand luggage.

PRODUCT LIFE CYCLE

People are always travelling and working therefore this product can be around all year round.

It will be most popular during the summer months due to people going on holiday, however there is no reason why the product wouldn't continue to sell all year round due to its classic style and the constant need for travel luggage for those who travel regularly.