| Client: | Jenuine Performance / US |
| Views: | Click for work samples |
| Product/Service: | Company is the leading manufacturer of neoprene fashion/sports bags, rucksacks and accessories which is marketed under the C’EST GYMS name. Neoprene, an adventure-tested material used to manufacture wet suits, is known for its superior quality, construction, durability and versatility. |
| The sports bag/backpack category is intensely competitive. It is dominated by companies who manufacture nylon bags that are available in limited colors. Jenuine Performance wanted to expand its business in the US. MGSE conducted a market analysis, an opportunity assessment, and evaluated the company’s product line, pricing, and retail distribution patterns. It was concluded that the college market, specifically college campus bookstore distribution, was a new potential market of opportunity. |
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| Objective: | Introduce C’EST GYMS to the college market via the campus bookstore buyer as a "fashion-sports" line that is available in an array of brilliant colors. |
| Strategy: | Position C’EST GYMS as a "hot item" and alternative to the old style nylon backpacks. Communicate through trade advertising and promotion that C’EST GYMS appeals to college students because they are trend setters, fashion conscious, and lead fun and active lifestyles. |
| Implementation: | MGSE worked with the company to create a BACK-TO-SCHOOL promotion supported by sell-in sales materials, advertising, direct mail, and public relations. The promotion offered bookstore buyers a compelling initial buy-in program with invoice discounts and high profit margins |
| Results: | Jenuine Performance realized its objective of expanding its business by achieving initial college market entry and generating incremental sales revenue. |