adv product 3: samsonite branding strateties

Vinh PhoAdvance Product 3

Summer 2010

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Business of Tomorrow

Purpose:

Exploring the business travel industry; to identify un met needs through extensive S.W.O.T, matrix & research analysis.

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Objective

Vinh Pho | Advanced Product 3 | Summer 2010

To create a sub-line of lifestyle products for Samsonite, re-introducing the company as a brand that identifi es and

connects with the business users of tomorrow.

This resergence will create brand awareness and loyalty to the new generation, capturing a large portion of the travel

markets future revenue stream.

Total global business travel spending volume at

$929 billion

U.S. business travel is responsible for $261.4 billion

28 percent of the world’s business travel spending 2.3 million American jobs

Global Travel Industry

Industry

Vinh Pho | Advanced Product 3 | June 8 2010Branding Strategies

Luggage Market to Exceed

$45 Billion by 2010

The luggage industry produces a wide variety of products, including suitcases, briefcases, attache cases, hand luggage, tote bags, trunks, and occupational cases.

The linkage of luggage with fashion demands luggage suppliers to constantly innovate to meet evolving lifestyles and trends.

In an industry in which consumer sales are counted in years rather than seasons --

about every seven years consumers get the itch to buy new bags --

Innovation and style are king.

Luggage Industry

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Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies

HistoryFor nearly 100 years, Samsonite has continued to leverage its

craftsmanship and heritage as an innovator, to create unique solutions for

the sophisticated traveller. By identifying trends and interpreting

travellers’ needs, Samsonite continues to infuse innovation and new

ideas into travel, re-igniting the sophistication and experience of the past.

It was started in Denver, Colorado, USA in 1910 by Jesse Shwayder, as

the Shwayder Trunk Manufacturing Company. Shwayder named one of

his initial cases “Samson”, after the Biblical strongman, and began using

the trademark Samsonite in 1941

19101910

Branding

Providing Solutions to the Travelling World

2008 revenue of US $292.9 million

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9 million

To provide an answer to the consumer’s needs for private and business travel by building a product that meets the challenges of today’s extremely mobile environment.

Experience


Product Assortment


Product Pricing$550

$120 $290 $240 $130

$130$330 $160


Attractive

PremiumEconomical

Unattractive

Product Positioning Matrix

Pre

Price Range: $100-$600


S

W

O

T

rengths

eakness

pportunities

hreats


S- Brand Heritage

- Durable products

- Large number of products

within its category

- Catored assorted to business

& traveling archetypes

SWOT Summary

Brand

User

Market

Design

Vinh Pho | Advanced Product 3 | Summer 2010Branding Stratigies

W- Only known for luggage

- Lacking User Lifestyle Products

- Retail Company fi lling Chapter 11

- Marketed towards older

generations

SWOT Summary

Brand

User

Market

Design


O- Expand Branding beyond luggage

- Diversify market strategies to

encompass a larger audience of users

- Next gen of business travelers.

- Expanded assortment into

other industries

SWOT Summary

Brand

User

Market

Design


T- Competitors

- Change in fashion trends

- Economic situation

- New advanced materials

- Technology advancements

- Main target audience extration

from the business realm.

SWOT Summary

Brand

User

Market

Design


S

W

O

T

Key Take aways

Brand Heritage

Brand resonates with an older business segment.

Expand brand profi le to cator to the next generation of business

Main focused archetypes heading into retirement

ed Product 3 | Summer 2010

ObjectiveIndustryCompetitorsArchetypeMatrixOpportunityDesign

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Consumer Archetypes

Family Vacationers

Business Owners

Consultants

Business Professionals

Field Journalist

Business Users of Tomorrow

Retired Travellers

Reporters

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Gender: Male or Female

Age: 20-30 years old

Status: Single

Children: 0

Era: Gen Y

Annual Income: $0-80k

Job Title: College | Early Career

Travel: Occasionally

Lifestyle: Independent, Networking

Tech Savvy: 5/5

Add notes: Internet era, “Hip”, Trend

setters

Business Owners of Tomorrow


Purchasing Spectrum

Busi

ness

Use

rs o

f To

morrow


Attractive

PremiumEconomical

Unattractive

Archetype Positioning Matrix

Fam

ily V

acatio

ners

Busi

ness

Ow

ners

Consu

ltants

Busi

ness

Pro

fess

ionals

Fie

ld J

ourn

alis

t

Busi

ness

Use

rs o

f To

morrow

Retir

ed T

rave

llers

Reporters


Attractive

PremiumEconomical

Unattractive


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Positioning M

atrix


Attractive

PremiumEconomical

Unattractive

Product Positioning Matrix

Pre

Price Range: $100-$600


Attractive

PremiumEconomical

Unattractive

Product Positioning MatrixCompetitionTotal Area

A

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Attractive

PremiumEconomical

Unattractive

Product Positioning MatrixCompetition v.s. Samsonite

Un

ePrePPPrPPPP

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Consumer Archetypes

Family Vacationers

Business Owners

Consultants

Business Professionals

Field Journalist


Retired Travellers

Reporters

Archetype Focus


Research indicates opportunity for the branding of Samsonite to outreach a younger target archetype.

Rebranding and expanding Samsonite’s image to a younger market archetype will instill the company as a lifestyle brand choice for future business consumers.

+ = Opportunity

Fam

ily V

acatio

ners

Busi

ness

Ow

ners

Consu

ltants

Busi

ness

Pro

fess

ionals

Fie

ld J

ourn

alis

t

Busi

ness

Use

rs o

f To

morrow

Retir

ed T

rave

llers

Reporters


Attractive

PremiumEconomical

Unattractive



Attractive

PremiumEconomical

Unattractive

Product Positioning MatrixCompetition v.s. Samsonite

Un

emPrePPPrPPPPP


Attractive

PremiumEconomical

Unattractive

Opportunity Positioning Matrix

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Attractive

PremiumEconomical

Unattractive


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Missed opportunity

ho | Advanced Product 3 | Summer 2010Vinh PBranding Strategies


Independent

Multitasking

Social Networking

Flexible

Decision maker

Tech Savvy


Currently

Purchases over $150 billion dollars a year

Infl uences another $50 billion of baby boomer’s family purchases

Responsible for the return of our nation’s thriving economy.

Vi h Ph | Ad d P d t 3 | S 20


Attractive

miumEconomical

Unattractive


PremiuP emmmmmi

Within a 10 year period, The Gen Y business users of tomorrow will expand into the different archetypes.


Attractive

miumEconomical

Unattractive


PremmiumiP emmmmm

Focused Opportunity

Branding Strategies Vinh Pho | Advanced Product 3 | Summer 2010

The opportunity of Samsonite rests on the next generation of business users. These users are in their early careers or towards the process of fi nishing school, ready and eager to entire the work force.

Tomorrow for Samsonite begins today

Branding Strategies

So what did Gen Y have to say about Samsonite?

Vinh Pho | Advanced Product 3 | Summer 2010

Vinh Pho | Advanced Product 3 | Summer 2010Branding Strageties

Survey Questionaire Results Gen Y20 participants

What are some key attributes you think of when you see the brand “Samsonite”?

16/20 stated that Samsonite was for older/businessmen

19/20 stated either durable, rugged or an attribute around that ball park when refering to Samsonite

80%

20%

Vinh Pho | Advanced Product 3 | Summer 2010Branding Strageties

Survey Questionaire Results Gen Y20 participants

What are your choice brands when it comes to business traveling

17/20 had no brand loyalty when it came to business travel gear

15/20 viewed Samsonite as boring

80%

20%

So how does Samsonite become a brand associated with Gen Y?


10 year timeline Goals

1-2 years 3-5 year 7-10 year

-Gen Y Product Introduction

-Rebrand Samsonite 2.0

-Continue current Luggage line

-Lifestyle products

-Brand status recognition

-Assortment extension

-Technology integration


-Technology innovative products

-Desired lifestyle brand

-High productivity

-Luggage line redesign

Continue current product lineBusiness ModelRedesign (Samsonite 2.0)Full implementation

Brand Inception Emerging Loyalty Immersed Loyalty


Roadmap Timeline

Short Term Introduce Samsonite as a brand image that is more than travel luggage. Engagement in leisure and lifestyle of target archetypes. Marketing strategy focusing on everyday use: work, play, live style approach.

1-2 Years


Roadmap Timeline

Mid Term Product Assortment expansion. Samsonite branding as a symbol of status, a product line that will associate business users of tomorrow as a class all on their own. Brand loyalty strengthened from short term goals. This single archetype will begin to expand into different that were defi ned earlier, and begin the course of sustaining a brand that will continue with them through their adulecent lifestyle.

3-5 Years


Roadmap Timeline

Long Term Samsonite 2.0 on full acceleration. The business of tomorrow target user, is not of tomorrow, but as the business of right now, Implentation stragety of lifestyle branding with this archetype complete. Samsonite’s rebranding has lead a surge of loyal users. High end technology luggage products introduced. Cators to the the travel industry of productivity and sustainability.

7-10+ Years

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Professional

Security

Iconic Key Attributes

Durability

Contain

Transport

Designing a sub-line, for a new generation

Daily Functional Lifestyle

Lifestyle

Views of tomorrow


10 year timeline Goals

1-2 years 33-55 year 7-100 yeaar

-Gen Y Product Introduction

-Rebrand Samsonite 2.0


-Lifestyle products

-Brand status recognition

-Assortment extension

-Technology integration


-Technology innovative products

-Desired lifestyle brand

-High productivity

-Luggage line redesign

Continue current product lineBusiness ModelRedesign (Samsonite 2.0)Full implementation

Messenger Bag Watch Luggage


Color Palette

Vinh Pho | Advanced Product 3 | Summer 2010a d g S a eg es Vinh Pho | ABranding Strategies


A Taste of Tomorrow

Thank You

Q & A

adv product 3: samsonite branding strateties

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