3. About the company
Brand portfolio
Brand strategy
Why new category
Samsonite in India
SWOT analysis
Recommendation
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4. Started in 1910 as Shwayder trunk Manufacturing
Company
In 1966 changed to Semsonite
One of the world’s largest and most recognized
designer and distributors in luggage industry
High quality products integrating style, functionality,
and innovative design
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5. 23000 outlets in more than 100 countries
3 manufacturing units – Nashik, Italy and China
Target market was small and affluent group
Launched in India 1996 by Dr. Ramesh Tainwala who
is currently associated as President – South Asia
Group – Samsonite
Registered office is in Luxembourg
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6. Samsonite
American Tourister
Lacoste (bags and small leather goods)
Timberland (bags only)
Hartmann Luggage
Lavie
Accessories
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7. Innovation
Effective distribution channel through hyper market,
CSD
Targeting different consumers by different brands
Product diversification
Expansion
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8. After 9/11,market share was affected and thus leads to the
number of changes.
Steped into shoes industry
To reduce reliance on luggage business
More diversify
Balanced portfolio
Wise decision or not?
New category go with Samsonite image?
Target audience see link?
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9. Repositioned as luxury brand in 2005
Targeted different customer segments through
different brands
Entered into joint venture to produce and distribute
locally
Achieved market leadership with 60% market share
Used strategy to sell through CSD
Innovative and high quality product
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10. Strength
Variety of products
Product’s Quality
Intelligent and practical design
Convenience of finding and buying
Weakness
High cost
Less advertisement
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11. Opportunities
Increase in disposable income of rural consumers
and middle class
Growing demand
Global market
Threat
Stiff competition from local players
Presence of other strong brands
Irregular demand
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12. Partnership with E-commerce companies
Advertisement
Enhancement of product by introducing new features
Promotion at airport
Digital promotion
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