Market Research

DSC + M.A.D. Club Sports Bag

Taylor Kwok
BMI3C
Mr. C. Butcher
September 17 2021

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 Table of Contents

Executive Summary……..………………………………………………….................. Pg. 3

Product Plan……………………………………………………………………………………... Pg. 4

Product Description…………………………………………………………………… Pg. 4

Impact on Social Media on Product……………………………………….. Pg. 4

Distribution Plan………..………..………..………..………..………..………..…………. Pg. 6

Dist. Policies…………….…………………………………………………………………… Pg. 6

Dist. Channels………….…………………………………………………………………… Pg. 6

E-commerce…………….…………………………………………………………………. Pg. 6

Foreign Distribution…………………………………………………………………… Pg. 7

Pricing Plan……………....………..………..………..………..………..………..………… Pg. 8

Fixed Selling Price…………………………………………………………………….. Pg. 8

Variable Selling Price………………………………………………………………… Pg. 8

Promotional Plan……………....………..………..………..………..………..………….. Pg. 9

Primary and Secondary Target Market…………………………………….. Pg. 9

Print Advertisement…………………………………………………………………….. Pg. 9

Additional Promotional Efforts………………………………………………….. Pg. 9

Conclusion…………………..…………………….…………………….………………………… Pg. 10

Appendix……………………………………………………………………………………………. Pg. 11

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 Section A: Primary Research

Survey Analysis
From the primary analysis of the survey itself, the overall consensus seemed to be
positive, with a high interest in sports within the Grade 8 class (92%). Among the class,
there was an even split of male (58%) and female (42%) students. The most popular
sports within the class were basketball (36%), tennis (32%), and badminton (19%). A
majority of the class (78%) expressed a high interest in purchasing a sports bag from the
school, with most students stating their desire for one being for the sake of convenience
when carrying equipment. Furthermore, the product design is expected by students to
have the DSC logo, with a majority (56%) expressing support and 44% expressing
opposition. The general idea seemed to be that students want a bag that could at least
hold two basketballs.

On the subject of demographics, most students (56%) were in a sports team outside of
DSC. They said that they would be interested in using the product outside of the school.
Furthermore, a balanced amount (52% said yes) said that they had issues with bringing
equipment to their designated location, with a majority playing sports 2-3 times a week
(32%). Only one student already owned a sports bag.

There was a high interest in purchasing the sports bag, with students mostly saying 3 to 4.
They also believe that the bag will help solve issues regarding carrying the sports
equipment, thus increasing their desire for the product.

Students would also be interested in a design competition for students, but a majority
would not be interested in participating themselves. Most students (78%) also said that
they would not be interested in using this bag for other purposes, whether that be art,
instruments, etc.

The survey allowed us to get in touch with our target market and concentrate our efforts
in preparing for the marketing plan. We realize that the school has a high sports interest
and plays sports often, and this product would solve their problems.

Focus Groups
After completing the survey, a focus group was created with the concept of ‘interest’ and
‘school spirit’ in mind. The demographics of the focus group included two Japanese
females, one Indian male, and one Vietnamese male. All (100%) stated that they play
sports inside and outside of school, with volleyball, tennis, basketball, and hockey being
the most popular sports between them.

They have also stated that they find sports equipment to be a hassle, primarily rackets
and balls. All four stated that they would be in favour of a sports bag, with them being

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highly interested in the MAD CLUB selling it. They would pay $150 for the product, a
significantly low price. This shows the unrealistic expectations of general society. Two
(50%) suggested having a duffel bag, while the other two suggested a zip-up bag. As they
won’t use it outside of school, they are against having a big logo. Similar to the survey,
they have said that they want it to fit at least two basketballs and a pump. They would
also use it as a clothing storage for clean and dirty clothes.

The focus group allows us to further concentrate on our efforts to appeal to our target
market. It allowed the plan to go forward by targeting our consumers’ interests through
the size of the bag. Thus, the focus group was very effective in determining our product
capabilities and pricing strategy.

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 Section B: Secondary Research
Under Armour Analysis
Under Armour’s sports bag is a a high-quality yet expensive sports bag that helps meet
the needs