L.L. Bean, Inc. is known for its clothing and equipment suited to fit those that enjoy being outdoors. As time has passed, the company has changed its marketing strategy to reflect technological and societal changes. These changes have included store expansion, advertising changes, and product expansion. As a result, business has boomed for the company, making it one of the most well-known in the industry, as well as one of the most revered and respected.
The author seeks to explore the marketing and promotional strategy of L.L. Bean, Inc. This is done by a specific analysis of an L.L. Bean, Inc. product: The Waxed Cotton Continental Rucksack. The analysis includes a description and price of the product, as well as where the product can be purchased. Utilizing all of this information, the author to determine what strategies are effective and what needs to be improved.
Company Overview
L.L. Bean, Inc. is a company that provides a multitude of outdoor equipment. This equipment includes items that are beneficial to those people that like to participate in a variety of outdoor activities, such as hiking and other adventures. Furthermore, L.L. Bean, Inc. has been offering expert advice all across the globe. Specific items offered by L.L. Bean, Inc. include items such as sweaters, shirts, blazers, innerwears, shorts, backpacks, messenger bags, or footear (Gorman, 2006). In addition to clothing and carrying items, L.L. Bean, Inc. offers fishing and hunting products, such as apparel, footwear, and other gear. Finally, L.L. Bean, Inc. offers more generalized products for the average person that enjoys outdoor activities, such as binoculars, knives, sunglasses, and others. In short, L.L. Bean, Inc. provides products that can fit the needs of anyone that is participating in an outdoor activity, whether for beginners or experts.
Product
The purpose of this report is to analyze one of L.L. Bean’s products, called the ‘waxed cotton Continental Rucksack,’ which is a water-repellant waxed bag. This bag is known for standing up to varying weather conditions and grift. Furthermore, it is updated with modern features in order to satisfy those that desire more modern rucksacks. In fact, this variety and high-quality of backpacks is a clear indication of how committed L.L. Bean, Inc. is to offering high-quality services and products for its customers, as evidenced in the following photo:
For example, the Continental Rucksack has special features which assist to provide the customer the quality service that is deserved and desired. Furthermore, the product is available in many stores. This specific product was inspired by previous bags that was produced by L.L. Bean, Inc., such as Pack Sack, which was introduced in 1930. This product has soft leather and an authentic waxed canvas. This canvas is designed to be weather repellant and is considered to be one of the best rucksacks that can be obtained that features modern comforts. For example, the waxed cotton Continental Rucksack has a padded 3D mesh back panel with sythentic shealing straps.
These straps are designed to move moisture from the wearer’s skin, as well as cushion heavy loads. Another attractive feature is the hydration system that the Continental Rucksack provides. This provides another unique and specialized feature for L.L. Bean, Inc.’s customers. In fact, many hikers have said that the Continental Rucksack is the absolute best for hiking. The color offered for the Continental Rucksack is khak sizes. The product is different than others of its class because it has the potential to carry heaavy loads without tiring the wearer (L.L. Bean, 2014). The internal mesh dividers and security pockets are designed to help the user stay organized. The Continental Rucksack has a capacity of 2,000 cu. in., a weight of 3 lb 10 oz., and dimensions of 18”H x 11.5”W x 6.25”D. This results in the user being able to carry a sufficient amount of gear during chosen activities. The Continental Rucksack is “patterned after the most popular style used in the Swiss Alps” (L.L. Bean, 2014). Finally, the rucksack is finished with brass buckles and leather trim. These features contribute to its uniqueness against the rucksacks of L.L. Bean, Inc.’s competitors.
Place
The Rucksack offered by L.L. Bean, Inc. can be purchased through catalogues, brick-and-mortar stores, or through its website. This has further expanded the company from its establishment in 1912. In fact, though headquartered in Freeport, Maine, L.L. Bean, Inc. has many stores and outlets throughout Maryland, New York, Illinois, Massachusetts, Virginia, Pennsylvania, and Connecticut. This has been a tremendous amount of expansion since the company began 100 years ago and marks a successful and well-known retail facility with a wide variety of quality products, including its Continental Rucksack.
Today, L.L. Bean, Inc. participates in e-commerce. This has allowed the company to enjoy tremendous growth. Currently, online sales surpass phone sales. In fact, L.L. Bean, Inc. customers have enjoyed many improvements to the online site since its initial launch. These improvements include interactive shopping guides, 24-hour live customer service, and other features, such as order tracking, up-to-date product availability, and customer order history with ratings and reviews. These features have allowed the company to have an industry-wide recognized site that has won numerous awards for its ease of use, design, and exceptional customer service. In fact, L.L. Bean, Inc. has become a well-recognized world leader within the retail industry and has thus developed a multichannel approach towards maintaining the same high level of service for customers in the United States, as well as abroad.
Over time, the bargaining power of the consumers has improved. This is a direct result of an increased number of suppliers that stock similar products. Therefore, the situation has forced L.L. Bean, Inc. to deploy strategies that involve surpassing its competitors within the marketplace. Furthermore, the company has invested heavily in ensuring maximum consumer satisfaction. It is the hope of L.L. Bean, Inc. that this investment will continue to promote customer loyalty, which will result in repeat sales, and, consequently, an overall improvement in the company’s performance (William, 2001).
By utilizing the website, customers can read buyer reviews of the Continental Rucksack. This allows the customer to determine whether or not the Rucksack is, indeed, a useful purchase for the planned activities or desires. In fact, it is noted that the Continental Rucksack has earned a rating of 4.4 stars out of 5. Furthermore, 88% of customers (137 out of 156) would recommend the product to others (L.L. Bean, 2014).
Price
The Continental Rucksack costs $149. Furthermore, L.L. Bean, Inc. offers free shipping on this product and no minimum order. There are no additional features that alter the pricing of the Contiental Rucksack. However, there are similar products that have different prices. For example, L.L. Bean, Inc. offers the Maine Guide Rucksack, which is comprable to the Continental Rucksack, for $199. The Sportsman’s Rucksack is $119. A light-weight Contiental Rucksack is avaiable for $69.95 (L.L. Bean, 2014). These products are all very similar. The primary difference is that some products are not weather-resistant. Although not necessarily an accessory, the site shows that customers have frequently purchased the ‘Personal Organizer Toiletry Bag, Medium’ for $29.95 when purchasing the Rucksack (L.L. Bean, 2014).
Promotion
L.L. Bean, Inc. has identified the product through the endorsement process and announcements. As a result of these endorsements and announcements, a good relationship between the company’s marketers and customers has been developed. For example, while choosing the product, the customer needs to have an increased awareness of the usage and application of the s product. This information has been enhanced and provided by the announcement issues, as well as adverts promoting the products within the market.
L.L. Bean, Inc. promotes its products through on-line advertisements and television advertisements primarily. Currently, the site’s home page promotes the quality of the products offered by the company by bringing attention to the guarantee, as shown below.
At times, the company does utilize print magazines for advertisements. Another method is to depend on word-of-mouth advertising. This advertising can possibly go the furthest. The company promotes its products one-on-one. This means that the company speaks directly to the target market. This is done through the explicit advertisements that detail some of the best usages for L.L. Bean, Inc. products.
When using television, L.L. Bean, Inc. provides advertisements that appeal to the people that like being outdoors. This is done through the use of images of the outdoors and showing people enjoying activities. The websites used by L.L. Bean, Inc. focus more on the quality and affordability of the product. This is done through the use of discounts. These discounts are amplified so that the viewer is unlikely to miss the opportunity. In addition, the discounts offered are typically for a fair amount, allowing more people to purchase items. Usually, the company offers 10% off as shown in the following image:
When customers express interest on websites, L.L. Bean, Inc. offers the opportunity to obtain a catalog in the mail. These usually also have discounts that are not offered online or in the store. In some cases, the catalog prices for the desired product are cheaper than any other prices. This is because there is a lower overhead cost. When using the radio for advertising, the company focuses on the quality of the product. Furthermore, the company utilizes this to appeal to the weather conditions. For example, L.L. Bean, Inc. may promote products that will be useful in cold weather during the winter. This allows the company to specialize its product to the target market.
L.L. Bean, Inc. specifically endorses the product. This is done by the specific recommendation by products for specific activities. Since the company is known for its quality level, this is a high representation of the quality of the Rucksack. Furthermore, this is shown by the one-on-one approach that the company utilizes to assist its customers. For example, sales people greet the customers and assist them with matching the appropriate product for the specific sport. This shows expertise in the industry and knowledge of the products being offered. Therefore, L.L. Bean, Inc. gains a loyal customer base that continues to purchase products.
Conclusions and Recommendations
However, the company may wish to expand the promotion to reach more people. Therefore, the company may want to intensify its promotional tactics by providing more advertisements. This also includes more print magazine advertisements. It will be important for the company to continue to create new advertising strategies and promotions in order to maintain their market.
There are many enterprises that offer the same products as L.L. Bean, Inc. However, the company has become the market leader by offering unique products that do not sacrifice quality. In fact, the Continental Rucksack has many such features that are not offered by L.L. Bean’s competitors. For example, the durability of the L.L. Bean’s Continental Rucksack outshines the durability offered by rucksacks from other companies. Furthermore, the company’s reuptation has played a tremendous role in marketing the product. In other words, the company has proved repeatedly that it provides quality products. Therefore, consumers can be assured that the Continental Rucksack has just as many quality features as other products.
- L.L. Bean (2014). Products. Retrieved on January 23, 2014 from http://www.llbean.com/customerService/aboutLLBean/company_history.html
- Gorman, L. A. (2006). L.L. Bean: The making of an American icon. Boston, MA: Harvard Business School Press.
- William Pride, R. H. (2011). Business. london: Cengage Learning
