adv product 3: samsonite branding strateties
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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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Product Assortment
Vinh Pho | Advanced Product 3 | June 29 2010Branding Strategies
Product Pricing$550
$120 $290 $240 $130
$130$330 $160
Vinh Pho | Advanced Product 3 | June 29 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Product Positioning Matrix
Pre
Price Range: $100-$600
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
S
W
O
T
rengths
eakness
pportunities
hreats
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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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Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Vinh Pho | AAAAddddvvvaaaanncceeeeddd Product 3 | Summer 2010Branding Strategies
Consumer Archetypes
Family Vacationers
Business Owners
Consultants
Business Professionals
Field Journalist
Business Users of Tomorrow
Retired Travellers
Reporters
nced Product 3 | Summer 2010Vinh Pho | AdvanBranddiinngggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggg SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSttttrraaaaattttttteeeeeeeeeeeeegies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Purchasing Spectrum
Busi
ness
Use
rs o
f To
morrow
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Archetype Positioning Matrix
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Archetype Positioning Matrix
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Positioning M
atrix
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Product Positioning Matrix
Pre
Price Range: $100-$600
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Product Positioning MatrixCompetitionTotal Area
A
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U
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Product Positioning MatrixCompetition v.s. Samsonite
Un
ePrePPPrPPPP
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
ObjectiveIndustryCompetitorsArchetypeMatrixOpportunityDesign
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Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Consumer Archetypes
Family Vacationers
Business Owners
Consultants
Business Professionals
Field Journalist
Business Users of Tomorrow
Retired Travellers
Reporters
Archetype Focus
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Archetype Positioning Matrix
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Product Positioning MatrixCompetition v.s. Samsonite
Un
emPrePPPrPPPPP
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Opportunity Positioning Matrix
PremiuP emmmmmmmi
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
PremiumEconomical
Unattractive
Opportunity Positioning Matrix
PremiuP emmmmmmmi
Missed opportunity
ho | Advanced Product 3 | Summer 2010Vinh PBranding Strategies
Business Users of Tomorrow
Independent
Multitasking
Social Networking
Flexible
Decision maker
Tech Savvy
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
miumEconomical
Unattractive
Opportunity Positioning Matrix
PremiuP emmmmmi
Within a 10 year period, The Gen Y business users of tomorrow will expand into the different archetypes.
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Attractive
miumEconomical
Unattractive
Opportunity Positioning Matrix
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?
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
-Continue current Luggage line
-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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
ObjectiveIndustryCompetitorsArchetypeMatrixOpportunityDesign
VVVViiiinnnnhhhh PPPhhooo | AAAAdddvaannccceed Prooodddduuucccctttt 3 | Summer 2010Branding Strategies
Professional
Security
Iconic Key Attributes
Durability
Contain
Transport
Designing a sub-line, for a new generation
Daily Functional Lifestyle
Lifestyle
Views of tomorrow
Views of tomorrow
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
10 year timeline Goals
1-2 years 33-55 year 7-100 yeaar
-Gen Y Product Introduction
-Rebrand Samsonite 2.0
-Continue current Luggage line
-Lifestyle products
-Brand status recognition
-Assortment extension
-Technology integration
-Continue current Luggage line
-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
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Color Palette
Vinh Pho | Advanced Product 3 | Summer 2010a d g S a eg es Vinh Pho | ABranding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010Branding Strategies
A Taste of Tomorrow
Thank You
Q & A
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