Price Due to the original target of everyday backpack users, Crumpler was in the position to price at a higher price range, since it was evident that consumers were willing to pay more money for greater use of a durable product. Crumpler was a company established with the idea of product quality leadership. The high price represented to the market Crumpler’s dedication to product quality and research and development. Crumpler practices product line pricing with the products for students and adult workers aged 18-35 years old. Each IT collection product attempts to satisfy as many needs of the customer. Even if the product is in the same line but provide different functions for the users, the product will be priced accordingly. For example, a laptop bag for a student versus a laptop bag for a business person requiring more travel. Currently, Crumpler is attempting to reach the larger market, which makes more them vulnerable to competition. Therefore, it has created a shift to the more top rated and lower-priced casual backpacks to compete. With the new IT collection, Crumpler is pricing at about the same price as its major competitors, which ranges from $25-250 for a variety of IT equipment bags and accessories. Cheaper materials also allow for Crumpler more freedom in cutting prices and hopefully a better profit margin. Crumpler manufactures its products largely aboard in Asian countries, mostly China. …show more content…
Also, Crumpler is hoping to capitalise on the expanding backpack and courier market. Demand has increased for goods that are comfortable and durable yet worth the price tag (Hamilton, Ratner and Thompson, 2011). Thus facing increasing demand for the products gives Crumpler the opportunity to reach to new consumers, while still being conscious of its competitor’s