Everyday Messenger Marketing Strategy

Introduction:

The Everyday Messenger is a product from the brand called Peak Design. Peak design was started in 2011 through the launch of camera clips on Kickstarter. Peter Dering, the founder, was inspired by the way people carry their cameras after his 3-month trip around the world so he decided to create the products that offer quality performance and enhance the transportation of camera gear.

The Product Concept:

The Everyday Messenger is more than just an innovative messenger and shoulder bag. Peak Design partnered with Trey Ratcliff, a famous photographer, to create one bag that has the ability to adapt to the different lifestyles of each individual. In their effort to do so, Peak Design redesigned nearly every aspect of the bag

Product factor seems to be the most important factor of Peak Design among the other factors of the marketing mix. What really differentiates the Everyday Messenger from competitors' products is the craftsmanship involved in the bag's development. Offering differences in color and sizing, the bag is more appealing to the majority - even those not involved in photography related fields. The bag is more like an in-between for everyone and not just for the photographer, this feature being the bag's strongest selling point. Unlike the competition's bags, the Everyday Messenger does not have bulky layers sewed inside its body, but instead have foldable partitions that serve as camera pockets. Certain pockets have been especially dedicated to specific items, such as charged and uncharged batteries. These features and combinations of modern design, enable the Everyday Messenger to be stand out amongst the crowd. The reason why this was possible is that the designers of the bag are photographers themselves, so they will be able to know what the consumer wants and needs. By understanding the wants and needs of the consumer, it makes it easier for Peak Design to make the product more attractive, which satisfies a fundamental of consumer buying behavior, wanting the best out of the product. The description of features through advertisements is most lightly captured into what we called ‘buyer’s black box’

All in all, Peak Design has the advantage in the technological and economical environment among the other macro-economic factors, on the selling and marketing of their product. The product itself can act as the selling point to suit the various needs of the consumers. With the right marketing technique, Peak Design has successfully put the integrated market plan to good use, identifying the most suitable group of consumers to make the best out of the product's potential success. Last but not least, plans and strategies were put into actions and that result in a flawless bag, the Everyday