Transcript
SAMSONITE
INDIAN LUGGAGE INDUSTRY Market divided into unorganized and organized Major Players in the organized sector
Samsonite (45%) V.I.P. (45%) Delsey (2%) Other Fashion Brands (8%)
SIZE : 1080 crores GROWTH : 30% SEGMENTS :
Economy Value Premium Luxury
KEY TRENDS IN THE INDUSTRY Shift from hard luggage to soft
luggage Repositioning of Travel Brands Luggage as a style statement
PURCHASE DECISION
Laddering Planned Purchase
When going for a vacation or a trip When the old one needs to be replaced
Impulse Purchase At the time of Sales/ Discounts
CONSUMER PROFILE
Business Traveler Students going abroad High Income Groups
SWOT ANALYSIS
STRENGTHS Quick in identifying consumer
preferences Design Capabilities
WEAKNESSES Global Company can sometimes work as
a disadvantage
OPPORTUNITIES Economy Segment Student Community
THREATS VIP’s Strong Distribution Network
SWOT ANALYSIS
THE SAMSONITE EXPERIENCE
BRANDS
AMERICAN TOURISTER SAMSONITE BLACK LABEL SAMSONITE SAMMIES
THE SAMSONITE EXPERIENCE
Hard Luggage Soft Luggage
THE SAMSONITE EXPERIENCE
Duffles Laptop Bag Brief Cases Small Bag Back Packs FootWear
COSMOLITE
CURV Technology
Innovative Woven Layering Technique
Light-Weight Resistance to
Impact
COSMOLITE
AMERICAN TOURISTER
Rough & Tough Traveller
Value Segment
‘Mass with a Class’
SAMSONITE BLACK LABEL
PRICING
Price Range: 1900- 85000 American Tourister: 1900- 5500 Samsonite: 5000- 20000 Samsonite Black Label: Above 20,000
STRATEGY Aimed at the premium segment Margin Based
DISTRIBUTION CHANNELS
Exclusive Business Outlets Multi Brand Outlets Hyper Markets/ Departmental Stores Large Format Stores CSD Canteens
PROMOTIONS
Consumer Promotions American Tourister:
every alternate month Samsonite: Twice a year
Advertisements Centenary Celebrations “Celebrating a century
of going places”
PROMOTIONS
Movies “My Name Is Khan” Aimed at increasing the
visibility of the brand
PROMOTIONS
In 2009, Richard Branson endorsed the brand
MARKETING RESEARCH PLAN
Brand Stretching Samsonite Business Stores
Model Like Mc Donalds near railway stations
400-500 sq feet stores On the go consumers 30% revenues from this segment Make them feel exclusive Business travelers’ buying patterns not
affected by recession
GROWTH STRATEGY
40-45% growth across all brands Expects to double its turnover every
two years India, currently accounts for 6% of
the global annual sales Plans to add 100 new store by
December 2010 Exclusive Stores for Footwear
THANK YOU