Group 5

Pongtorn Lertruedeeporn
MA1N0232
Minh, NghiemVan
MA1N0234
Chaipat Jingjitra
MA1N0238
Ly, Pham Hien
MA1N0241
eBags

1998 Jon Nordmark left
Samsonite
eBags: online retailer
of bags
Profitable
Growing ~30% a year
Marketing program: 4P-s
Question
1

Describe eBags’ positioning strategy.
Do you think the strategy is effective?
Why or why not?
Question 1


-
4P – Product
Offering 36,000 products from 520 brands
Carrying products from all the major brands
Colour
Have a very deep selection of products in ít most popular
categories
Question 1

 4P – Price
- Lowest price guarantee
- A completely free return policy
Question 1


-
4P – Promotion
Public relations & Word of Mouth
A clean & easy-to-navigate Website
Launched a catalog in 2002
Make extensive use of customer reviews
Question 1

Question 1

 4P – Place (Distribution)
- Drop shipping, eBags and other online merchants maintain little
or no inventory. Instead, they rely on manufacturers and
wholesalers to ship products directly to customers.
Question 1

-
-
Do you think the strategy is effective? Why or why
not?
Product: It carries thousands of products from hundreds of
brands. Give a lot of choices to customers.
Website is easy to use, provides the search tool and also show
the customer review, satisfaction rating and Customer
Comments for Customers to know about the product
satisfaction status
Price: lowest and competitive price
Drop shipping – a great deal
Question 2

In a short paragraph, describe
eBags’ brand. Comment on the
strenghts and/or weaknesses of
that brand.
Question 2

Strengths
 Offer a large product
assortment(more colors, sizes)
 Specialized in bag only
 Focus on marketing Mix to
develop instead of product.
 Positioning as a middleproduct but Highlight
product assortment in
marketing
 Word of mouth to advertising
and recognize brand.
Weaknesses
 Brand’s recognition ( only
a online retailer sell
variety of other bag’s
brand)
 At the first time, don’t
have any special
recognition.
 Brand weak against
copycats
Question 3

What steps has eBags taken to energize its
customers? How has eBags turned its
customers into advocates for eBags and
the products it sells?
Question 3

eBags has a very deep selections of products in its most popular
categories.
“On the Streets” where emerging handbag designers pitch their
products in the video format.
Offering lowest-price guarantees and a completely free return
policy.
eBags has a clean, easy to navigate website to make shopping at
eBags a satisfying experience.
Question 3

eBags also makes extensive use of customer reviews. It has over
1.5 million reviews on its site that come from people who have
purchased, used, and have taken the time to provide feedback
on a product and because all of this feedback that turn its
customers to advocates to eBags.
Question 4

What is the difference between
eBags’ core product and its actual
product? Describe its actual
product and your assessment of
whether the actual product
provides an attractive or an
unattractive mix of characteristics?
Question 4

 From the core product and its actual product are not
different as you can see in the website
 All the product lines and items are easily to find the bag
that you want.
 Our group think it is an attractive mix of
characteristics.
