Question

          Fjällräven is a Swedish company specializing in outdoor equipment—mostly clothing and rucksacks. Fjällräven was founded in 1960 by Åke Nordin(1936–2013). Its most popular product is the Kånken rucksack (shown below). The Fjällräven Kånken rucksack which is made from tent fabric proved comfortable and durable. It made the brand well known in just a decade.

          The company has a strong market presence in the Nordic countries. It is also represented in other European countries, especially Germany. The company would like to expand and increase sales in the US market, however, the US market is crowded with strong competitors such as JanSport, the North Face, among others.

          Your task is to come up with a promotional strategy for Fjällräven’s Kånken rucksack. Feel free to use any promotional tools we have talked about in class so far, be creative! Make sure you specify the target market (e.g., segments) and have a clear message.

Answer 1

The company should target its product at the sports and adventure lovers among consumers. For this purpose, a combination of traditional and digital media should be used for the company to increase its sales in the United States.

For traditional media, the company can advertise its products, quality and the company's history in sports magazines, on pamphlets which should be given out in a dedicated sports equipment store.

For digital media, the company can create awareness among the targeted consumers by having paid advertisements by social influencers. These social influencers should be chosen carefully and they should have the following which is the targeted consumers of the company. This would help in a wide coverage of the products of the company. Also, advertisements on video platforms such as youtube can be used to attract potential consumers.

The message of the promotions should be loud and clear. It should showcase the quality, value of the product in a single line. For example - A lifelong friend for all your adventures. This message will ensure that the consumer will know the durability of the product to be lifelong and that it will help in performing life's adventures.

A balanced combination of the above approaches can help the company in increasing its sales in the United Sates.