Group16_Samsonite
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Transcript of Group16_Samsonite
![Page 1: Group16_Samsonite](https://reader035.fdocuments.us/reader035/viewer/2022070318/5571f81f49795991698cb07c/html5/thumbnails/1.jpg)
SAMSONITE
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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
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KEY TRENDS IN THE INDUSTRY Shift from hard luggage to soft
luggage Repositioning of Travel Brands Luggage as a style statement
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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
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CONSUMER PROFILE
Business Traveler Students going abroad High Income Groups
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SWOT ANALYSIS
STRENGTHS Quick in identifying consumer
preferences Design Capabilities
WEAKNESSES Global Company can sometimes work as
a disadvantage
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OPPORTUNITIES Economy Segment Student Community
THREATS VIP’s Strong Distribution Network
SWOT ANALYSIS
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THE SAMSONITE EXPERIENCE
BRANDS
AMERICAN TOURISTER SAMSONITE BLACK LABEL SAMSONITE SAMMIES
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THE SAMSONITE EXPERIENCE
Hard Luggage Soft Luggage
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THE SAMSONITE EXPERIENCE
Duffles Laptop Bag Brief Cases Small Bag Back Packs FootWear
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COSMOLITE
CURV Technology
Innovative Woven Layering Technique
Light-Weight Resistance to
Impact
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COSMOLITE
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AMERICAN TOURISTER
Rough & Tough Traveller
Value Segment
‘Mass with a Class’
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SAMSONITE BLACK LABEL
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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
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DISTRIBUTION CHANNELS
Exclusive Business Outlets Multi Brand Outlets Hyper Markets/ Departmental Stores Large Format Stores CSD Canteens
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PROMOTIONS
Consumer Promotions American Tourister:
every alternate month Samsonite: Twice a year
Advertisements Centenary Celebrations “Celebrating a century
of going places”
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PROMOTIONS
Movies “My Name Is Khan” Aimed at increasing the
visibility of the brand
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PROMOTIONS
In 2009, Richard Branson endorsed the brand
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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
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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
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THANK YOU