Research Essay: Marketing Strategy for BEATBAG in Mumbai.
About the author: I am Maulik Shah, 16 years old and currently in grade 11, doing the IB Diploma Programme, in Aditya Birla World Academy, Mumbai. I am very interested in Marketing and Business Management, also I am a music lover, and play 3 instruments too. Which is how I got the idea of BEATBAG. Since, having a bag (haversack) is a basic necessity for teens, as they need it for millions of purposes and with a bit of innovation, the idea of putting music features in the bag came into my mind, and soon I began developing a whole new bag with the features and marketing techniques outlined in thius research essay. Introduction: Beat Bag uses state of the art technology to make one’s life easier and more luxurious than ever. This is a kind of a bag that has two external speakers attached on the shoulder straps of the haversack. One can simply switch them on or off, increase the volume or even change the channel by using the control buttons attached on one of the shoulder strap of the bag. It allows the user to play loud music in the open or even attach earphones to an external earphone jack. All this is made just to make it more convenient for the teenagers, to listen to music wherever and whenever they want to, as they do not have to carry any extra speakers, mp3 players or iPods or evne any external power source is needed as it had an internal rechargeable battery with it. This haversack has been in the market since the past one year and has been designed and targeted mainly for the youth. But ever since it has been launched it has not been able to really create an impact on the market and therefore needs to be given a new marketing strategy to be able to reach the customers in Mumbai, directly and make the most out of the few marketing strategies designed due to the limited time constraint. The company shown