Deadlines
2019 High School Business Language Competition
Product Information
HSBLC 2019 Marketing Plan Product: Cotopaxi's Del Dia Pack Collection
More information about Del Dia here
The target market for which you will be creating your business marketing plan is young adults in Japan ages 16 to 30.
To help get you started, below we have listed some questions to help guide your research. DO NOT just create a slideshow answering these questions and count that as your presentation. These questions are intended to help guide your thinking and get you started with your research and marketing strategy planning. Good luck!
- Cotopaxi’s current marketing strategy is geared toward outdoorsy hikers, campers, and explorers. How else could these backpacks be used besides just for outdoor adventuring?
- What kind of image do Japanese young adults like? Which fabrics and colors are popular and would they be attracted to?
- Are fashion trends important to Japanese young adults? If so, what are some of those trends and how could Cotopaxi adjust their marketing or aspects of the product to follow those trends more closely?
- Is there something about the story behind the Del Dia line (how the bags are made, with which materials, who makes them, etc.) that resonates with a Japanese audience?
- Would the Cotopaxi mission of giving back to those in need and maintaining a sustainable business model appeal to the target market? Should Cotopaxi emphasize or deemphasize that mission in their marketing to Japanese young adults?
- Should Cotopaxi adjust their pricing (increase or decrease) to sell more effectively to the target market?
- What kind of experiences and activities do Japanese young adults like? How could Cotopaxi incorporate their brand into those popular experiences?
- What are values that are important to the target market? How can Cotopaxi promote those values in their marketing?
- What kind of advertising mediums would be most effective in reaching the target market? (ex: posters, TV, radio, Facebook, Instagram, magazines, etc.)
- To which retailers should Cotopaxi consider selling the Del Dia line? (stores within which they can sell their products)
- Which brands or people could Cotopaxi partner with to help promote the Del Dia product line? Think about brands and people that are popular in Japanese culture.
Below are links to websites with basic information about Japanese culture, economy, and demographics.
Statistical Handbook of Japan 2018
Japan Demographics Profile 2018
History
Our founder, Davis Smith, grew up in Latin America and lived for several years in Ecuador. When he wasn’t in school, Davis was exploring and camping in Cotopaxi National Park. It was here that he developed a lifelong reverence for the strong, hard-working people of the Andes. His time in Latin America also showed him the plight of those in abject poverty.
Davis later moved to the United States, where he pursued advanced degrees in business and international studies. He started several successful e-commerce businesses, two of which took him to Brazil, where he lived from 2010 to 2013. Despite his success, he wanted to do more to make a difference in the world. For his next venture, he decided to merge his love of travel with a poverty-fighting business model. Each customer’s purchase would give to those living in the world’s poorest regions. He named the company Cotopaxi to represent the spirit of adventure, optimism, and determination that he’d experienced during his time in Ecuador.
Products
Good Design
At Cotopaxi, we like to shake things up. Those scraps of leftover fabric? We’re making gear out of them. That old way of insulating a jacket? We’re using llama fiber. By taking an inventive, considered approach to product design, we believe we can help make a positive impact on the world.
Good Supply
The old standard is, well, getting old. By empowering the people who make our gear, building lasting relationships, and ensuring our products come to life under fair, sustainable working conditions, we’re changing the supply chain for the better.
https://www.cotopaxi.com/pages/gear-for-good
Impact
We create innovative outdoor products and experiences that fund sustainable poverty alleviation, move people to do good, and inspire adventure.
We’re a Certified B-Corp that creates outdoor products and events, and we give 2% of our revenue to alleviate poverty. We work with organizations like the International Rescue Committee, Educate Girls, and Proximity Designs to provide health, education, and livelihoods in developing countries. One of our grantees, Escuela Nueva, has a presence in Ecuador, and we're working to expand our impact throughout the Andes. In our own communities, we help welcome new international neighbors through programs
Cotopaxi funds solutions that address the most persistent needs of those living in extreme poverty. Giving is core to our model. As a Delaware Public Benefit Corporation, Cotopaxi has made a commitment to creating a positive social impact. We focus our efforts on global poverty alleviation & give targeted grants to advance health, education, and livelihoods initiatives around the world.
See the link below for more information regarding Cotopaxi’s social impact:
https://www.cotopaxi.com/pages/impact