Executive Summary

Considerable market in the outdoor gear industry is growing rapidly, along with the
emergence of brands of outdoor gear from outside and within the country. One
brand that positively affected from this development is a brand EIGER. EIGER brand
is growing rapidly, but it EIGER competitor brands grew much stronger and grow into
a good image is also one effective way to attract customers. Because consumers will
cinderung choose a brand that has a good image and positive than those who did not
in order to reduce risk.

Current Marketing Situation

Currently not seen a decrease in sales of products EIGER because the greater the demand,
but if EIGER not improve itself to grow stronger, it is possible that one day there will be a
decrease on sales EIGER. EIGER should be able to embed themselves into the minds of
consumers as a brand that has a high equity because of the quality of products, designs and
other tangible assets very easily imitated so EIGER must inspire trust, loyalty, and other
intangible assets, which in turn will increase the competitive advantage (competitive
advantage) EIGER in the face of competition. Consumers who feel a backpack more qualified
competitors and with a more affordable price cause EIGER brand equity will decline in the
eyes of consumers. Based on market conditions, the need for EIGER to manage the business

in order to become a strong brand equity and increase competitive advantage to secure its
position as market leader (80% EIGER dominate the local market).

Objectives and Issues

1. Quality EIGER declining (based on user comments and lover EIGER on social
networking sites, such as facebook)
2. Competitors who appeared with competitive quality and affordable prices
3. Marketing strategy being waged not in accordance with the categories that are the
target market of the brand EIGER.
4. Positioning EIGER less reflected backpack products offered in the market.
5. Consumer loyalty towards the brand backpack EIGER decreased.
6. Price backpacks brand EIGER expensive.
Target Market
1. segmentation
Eigerindo Multi Product Industries Ltd. was established in 1990 and engaged in the retail
Adventure. The philosophy of the logo is the blue circle eiger "world", the blue triangle
means "Adventure", and the bottom surface in red means "spirit". Thus, the meaning of the
logo of the Eiger is the "Spirit of Adventure World". From the logo suggests that the
segmentation of the Eiger product is positioned on the adventure lifestyle. In terms of
demographic segmentation Eiger market consists of several variables such as adult men who
love adventure, in which goods supplied has included for the purposes of adventurers.
Geographical segmentation in terms of the entire region had entered Indonesia and Abroad
such as Lebanon, Singapore, the Philippines, and Japan
Eiger expand its market reach by improving the image of the product and the generation
segment targeting adults who love adventure. As well as offering EAST (Eiger Adveture
Service Time) is a professionally managed organization and is supported by those who have
the skills and expertise in the field in terms of adventurous. EAST (Eiger Adveture Service
Time) is intended to provide the service without leaving the need for conservation and
ongoing responsibility. EAST providing information and communication services on the
development of local and international adventures. EAST is a bridge between Eigerindo
Multi Product Industries Ltd. and members or the public as customers. It is intended to
retain customer loyalty Eiger.
Vision and Mission in running the business. Among them:
1. Provide comprehensive information on adventure activities for members and the public
with correct and accurate.
2. Support and community members who want to do adventure activities. participate in the
development of human resources complete with an expanded mind and spirit of adventure.
3. Develop cooperation with others to improve the quality and competitiveness in providing
services needed by its members, which supports any activity related to environmental
conservation.

Vision and Mission of the above it is clear that the Eiger Eiger market segmentation for
those who love adventure and participate in maintaining the environment.

2. Targeting
The target of the Eiger is a consumer market of middle class and above, because if you look
on the products of the Eiger, the price of the Eiger backpack bags ranging from Rp. 150,000 s
/ d infinity. Eiger next target market is consumers that outdoor activity lovers, lovers of
extreme adrenaline activities such as: Rock Climbing, Mountaineering and others. Factors
that promote Eiger products to consumers, especially to those pacinta outdoor activities:
- Past Decisions
Decision to purchase has been done before affecting post-purchase behavior into berualang
when purchasing a backpack Eiger has a high quality and reliable, comfortable material for
use in all terrain, Eiger always concerned with consumer convenience. Eiger answer all the
difference in the excess with a backpack of other products.
- culture
Formed the view that part of Indonesian consumers in defining the resilience and durability
of the backpack in which most people are willing to pay dearly Indonesia essential goods
bought-resistant and durable for use in any activity.

3. Positioning
Product Backpacks Eiger positioned as a product that has a backpack for men style
life adventure (adventure lifestyle) and the move in the open.
Analysis of this product is, that eiger backpack marketed to those who like to travel
far, and often move in the open, in dedicated to those who often do hiking, caving
and climbing on the mountain. Because eiger backpack that gives a design and shape
of the display, such as having a large capacity, not only that eiger backpack has a
considerable number of bags, from small to large bag, in contrast to the usual
backpack for daily use - days, because in order to specialize includes all supplies and
equipment be it hiking, caving and climbing. Ramping shape designed in such a way
to give more space to their wearer, although large-capacity carrying goods. This eiger
backpack merupakam fitted backpack is used to carry out the activity in the wild,
although as for them even though only a small handful of people who use it for daily
activities - day.
And in terms of design that accentuates the colors and patterns are very "tolelakian," so that the backpack is basically in dedicated to those men, although there

are women who wear them. In terms of buyers (consumers) of these products can
be said that, they are just people - people who are interested in activities and
outdoor adventure course (exempted) who have an interest to buy and use the
products of this backpack. So not everyone is interested in buying and using this
product.
How do marketers product positioning in marketing products to consumers eiger backpack
destination, is determined by:
1. Determination of the position according to the use or application of a set of values of the use or
application is used as a highlighted element than its competitors, here we can see that eiger
backpack positioning themselves to those who love to indulge, adventurous and looking for a
challenge in the outdoors, such as hiking, caving, and climbing.
2. Positioning by user
This means positioning the product as the best for a number of user groups. In other words, the
target market is aimed at one or more communities, both in the narrow sense and in a broader
sense. In this case, backpack eiger can advertise themselves as a backpack for the adventurous and
nature seekers open challenge.
3. Positioning the price or quality
Here the product is positioned as offering the best value. Eiger backpack products offer more value
and the best value for the price comparable to the quality of the offers provided by the product.
These products are marketed to upper middle class, from the starting price being, in a sense quite
affordable can only be purchased by people - certain people.

Marketing Strategy
o Digital platform: WEBSITE www.eigeradventure.com
Channel Mix Plan & Creative Concept: social media (Facebook, twitter, instagram, youtube,
path, pinterest, email blast, mobile apps, quick reader code, digital device
o Eiger Loyality Customer

Marketing Programs
1. Participant-Provided Data
o Based on website to collect consumers data. (Name, address, birth, etc.)
o Move the database (offline) to the online database.
2. Behavioral Data
Monitoring consumer conversations on social media, especially youtube, twitter,
facebook, blogs, and others.
3. Particapants-Provided Data
Survey or Poll on official website
4. Creating Data Plan
Email subcribed service, mobile site version, social media, digital member card.

5. Analytics Plan
6. Eiger can using google analytics, decidely KPI, measures.
7. Eiger Online Press Release
a story worth reading; need a strong hook; story first, detail later; keep it concise,
objective and to the point; use active, compelling language; accessible and jargon free;
contact details; be keyword optimized; link back to your site; and stick to the guidelines.
8. Company/Corporate Blog
Blogs are social media; Blogs are not promotional platforms; Engage; Be yourself;
Update regularly; Encourage comments; Dont censor comments; Empower the blogger;
Optimize your blog
9. Social Media Enggagement
10. Affiliate Marketing & Strategic Partnership
Affiliates have access to metrics on merchant performance, including earnings per
click (EPC), conversion and average approval time. For each ad creative/campaign there
are detailed statistics on impressions, clicks, click-through rates (CTR), earnings per
click (EPC) and conversion rates.

11. Eiger Adventure Club, Creating Community as one of the marketing strategies of
the Eiger
In 1998, five years after the product was launched Eiger, Eiger new can
manufacture their products themselves. Then less than ten years of existence of
the Eiger in the outdoors industry, Eiger has a secret to share about their succes.
PT. Industry Multiproduk Eigerindo accept anyone who wants to know about the
Eiger, including from manufacturing to marketing.
Since 2006 we are open. This is to provide insight to the technology community about
what we are doing. The company also invites anyone who wants to see what is being
done, "said Effendy, Marketing Manager of PT. Eigerindo Multiproduk Industry.
Effendi then tells us that there are still many people who think that it is a foreign brand
Eiger. "Many do not know about the Eiger. They expected it Eiger brand abroad. In fact
we are 100 percent local," he said
12. Eiger Adventure Club.
Dari komunitas ini kegiatan outdoor, gathering dan sharing selalu dilakukan pihak
manajemen Eiger kepada para konsumennya. Eiger Adventure Club selalu mendukung
kegiatan-kegiatan yang berhubungan dengan alam terbuka, seperti lomba-lomba lintas
alam, arung jeram, panjat tebing, pendidikan dan sekolah SAR,Mountaineering yang
diadakan oleh organisasi adventurer (contoh: Wanadri), mahasiswa, dan juga organisasi
adventurer

Financial Plans
Implementation Controls