Developed for Mass Communication Research class. This project delved into the practical application of research and extracting insights from findings.

1. PRESENTATION BY:
AYUSHA MITTAL
CM 321: FALL 2016
PROFESSOR PANEPINTO

2. http://shop.americantourister.com/
http://www.fundinguniverse.com/company-histories/american-tourister-inc-history/
SOURCES
PRODUCT AND COMPANY
IN 1933, AMERICAN TOURISTER WAS BORN.
Started by Sol Koffler in Providence, Rhode
Island. His dream was to build a tough
suitcase that could sell for a dollar.
LUGGAGE AND TRAVEL PRODUCTS
They sell a variety of suitcases, backpacks,
duffels, wallets, travel accessories, and are
the official sponsor of Disney luggage.
ACQUIRED BY SAMSONITE CORP IN 1993
Samsonite is the leading American luggage
manufacturer and retailer, and one of the
most popular luggage brands in the US.
“GORILLA” ADVERTISEMENTS
Inspired by true-life accounts, these award-
winning ads showed ferocious-looking
gorillas hurling and stomping on an
American Tourister case in a zoo cage.

3. CURRENT BRANDING
http://shop.americantourister.com/
http://www.ibisworkd.com
https://www.facebook.com/AmericanTourister
SOURCES
Travel…new places, familiar faces, and endless possibilities.
American Tourister is ready to go when you are, ensuring your travels
are met with confidence. We know how you travel, that’s why we’re the
smart choice with gear that’s right for you.
BRAND TONE:
SMART, FRIENDLY, FUN, PRACTICAL,
VALUE CONSCIOUS, REAL, CASUAL
WORLDWIDE RETAIL SALES
OVER 170 MILLION USD IN
2008. SECOND LARGEST
GLOBAL LUGGAGE BRAND.
THE SMART CHOICE FOR YOU AND YOUR FAMILY.

4. http://www.mergentonline.com.ezproxy.bu.edu/companydetail.php?compnumber=80350
http://academic.mintel.com.ezproxy.bu.edu/display/590862/
http://academic.mintel.com.ezproxy.bu.edu/display/716585/
http://clients1.ibisworld.com.ezproxy.bu.edu/reports/us/iexpert/default.aspx?entid=1965
http://clients1.ibisworld.com.ezproxy.bu.edu/reports/us/bed/default.aspx?entid=37
http://clients1.ibisworld.com.ezproxy.bu.edu/reports/us/industry/competitivelandscape.aspx?entid=1965
https://www.statista.com/statistics/313683/net-sales-share-of-samsonite-by-brand/
SOURCES
TARGET AUDIENCE: KEY CHARACTERISTICS
AMERICAN TOURISTER TARGETS BUSINESS AND
LEISURE TRAVELERS, AND SKEWS TOWARD
FAMILY TRAVEL. CUSTOMERS TEND TO:
‣ Be about 44 years of age (2012)
‣ Be males and females
‣ Have a household income of $91,000 on
average
‣ Be married, with average 2 people in
household
‣ Be college graduates
‣ Be employed full-time
‣ Travel often for both business and leisure
‣ Read Newsweek or Travel & Leisure
s
Suitcases most commonly purchased type of luggage MMost think luggage is overpriced, yet willing to pay
more for quality items
More than ha
replacement
both for a sp
Among purchases of luggage made in the past 2 years, 30% of those surveyed
have purchased suitcases, while 27% have purchased both tote bags and
backpacks, indicating that these are likely to be more commonly purchased items.
Nearly seven in ten consumers surveyed think that most luggage is overpriced;
however more than half say they are willing to pay more for luggage that is good
quality, suggesting that there is an incentive among many consumers to buy more
expensive luggage.

5. ‣ Most users buy luggage
for replacement needs
(see graphic), and
American Tourister
products are known for
their durability.
‣ Technological
innovations have
generated interest in the
category. Things like
luggage tracking and
weight calculator could
be attractive to
consumers.
‣ Increasing airline
baggage restrictions
have increased carry-on
bag purchases.
Availability of spacious
and convenient carry-on
bags are consumer
magnets.
OPPORTUNITIESMost buy luggage for replacement needsng to pay
More than half of those who have purchased luggage have done so as a
replacement for old/worn out items. Nearly three in ten say they have purchased
both for a specific trip as well as to upgrade from existing luggage.
artment stores
overpriced;
e that is good
rs to buy more
http://academic.mintel.com.ezproxy.bu.edu/display/590862/
http://academic.mintel.com.ezproxy.bu.edu/display/716585/
SOURCES
‣ Younger consumers (those aged 18-24) luggage purchase are more
likely to be travel-specific, indicating a seasonal interest.
‣ Airline baggage restrictions and additional fees have lead to lower
sales of larger and traditional suitcases in favor of totes, backpacks
and carryons (see graphic.)
December 2012 - US
Luggage
The luggage market is impacted by
many factors including consumer
confidence and their likelihood to
spend, as well trends in the travel
industry, namely fees associated
with airline travel. Furthermore,
many people do not purchase items
in this category very often since
most luggage items tend to last a
long time and remain suitable for
consumers’ travel needs.
However, recent innovations
Ali Lipson
Senior Retail &
Apparel Analyst
What We Think
Suitcases most commonly purchased type of luggage Mos
Among purchases of luggage made in the past 2 years, 30% of those surveyed
have purchased suitcases, while 27% have purchased both tote bags and
backpacks, indicating that these are likely to be more commonly purchased items.
Nearly se
however
quality, s
expensiv
BARRIERS

6.
Luggage
Executive Summary – US – December 2012
Figure 1: Fan chart forecast of total U.S. retail sales of luggage, 2007-17
Source: Mintel
The Market
INDUSTRY PROJECTION
Luggage sales expected to
rise and industry projects
strong growth as the
economy rebounds.
Travel trends greatly affect
the market for luggage.
Business travel market
continues to grow steadily,
while leisure travel is
dependent on consumer
confidence in the economy.

7. COMPETITIVE ANALYSIS
Samsonite continues to dominate in the
luggage market.
Interestingly enough, Samsonite takes
market share away from its subsidiary
American Tourister.
Clear association of American Tourister with
the parent company could generate brand
trust and loyalty from Samsonite customers.
http://travelgearzone.com/best-luggage-brands/
https://www.statista.com/topics/1320/luggage-market-worldwide/
http://www.consumerreports.org/cro/news/2015/05/best-luggage-brands/index.htm
SOURCES
The top 30 luggage brands you see above were tallied based on feedback, ratings
and reviews from over 230,000 customers from all over the world.

8. NOTABLE COMPETITORS WITH SIMILAR TARGET CONSUMERS
TUMI INC. (1975, USA)
What’s working: Very consistent with
customer reviews and feedback.
Cater to first-class and business-class
travelers. Variety of products.
TRAVELPRO (1987, USA)
What’s working: Brand
themselves as the choice of
flight crews and frequent
travelers. Aside from luggage,
Travelpro sells clothes, shoes
and even accessories.
DELSEY (1946,
FRANCE)
What’s working:
Successfully combines
style and functionality.
Products are fashionable
and very reasonably
priced. Durability and
security are major
associations, call
themselves “experts in
keeping valuables
protected while inside a
bag”.
BRIGGS & RILEY
TRAVELWARE (1993,
USA)
What’s working:
Lifetime guarantee that
covers all kinds of
damages, even those
that are caused by
airline companies. First
to develop the outsider
handle and expandable
suitcases.

9. PRIMARY RESEARCH METHODS: OVERVIEW
Survey available at: https://bostonu.qualtrics.com/SE/?
SID=SV_9NWGbnkKPY8mUvj
‣ Focus groups would be conducted in 4-6 US colleges.
‣ Students can be recruited via the following:
‣ Partnership with university research centers that offer
credit for participation.
‣ Posting in ‘quickie jobs’ and ‘job board listings’ on
University websites.
‣ University mailing list.
‣ Each focus group would last 45-60 minutes.
‣ Each group would have at least 6 participants and maximum 10
participants.
‣ Incentives offerred:
‣ American Tourister travel kits OR
‣ $20 Starbucks gift card OR
‣ $20 in convenience points equivalent OR
‣ Free airline tickets sweepstakes
‣ Participants must be at least 18 years old, no older than 25,
must own luggage and should have travelled in the last 6
months in order to qualify.
‣ At least 2 focus groups for each college/university.
METHOD 1: FOCUS GROUP
METHOD 2: ONLINE SURVEY
‣ Online survey hosted by Qualtrics.
‣ The survey would be distributed via university mailing list, and
university Facebook groups. Survey would also be shared on
American Touristers’ social media channels.
‣ Incentive: Enter in a drawing to win roundtrip airline tickets.
‣ At the end of survey completion, respondents will be asked to
share survey with 5 friends and would be given a 25% online
shopping discount at the American Tourister website for doing so.
‣ Participants must be between the ages of 16-30 for optimal results
for the demographic.
‣ The survey would be distributed in the top 10 US cities with the
highest-density college student population: New York City, LA,
Chicago, Washington DC, Boston, Philadelphia, Dallas, Miami, San
Francisco, Atlanta and Houston.
‣ Minimum sample size is 100 for a single city.
‣ The survey would be conducted over a week’s time period in the
first week of November - prior to Thanksgiving and Winter breaks,
and just after Halloween. We assume people would already be
thinking about travel during this period.
QUESTION WE’RE TRYING TO ANSWER: WHERE DOES LUGGAGE FALL
AMONGST COLLEGE STUDENTS’ PRIORITIES?
GAIN INSIGHT INTO: WHAT IS COLLEGE STUDENTS’ PERCEPTION OF
LUGGAGE IN THE CONTEXT OF THE BRAND AMERICAN TOURISTER?
(PERCEPTION: FEELING OR OPINION ABOUT THE PRODUCT/SERVICE.)

10. METHOD 1: FOCUS GROUP QUESTIONS
1. What are the characteristics of your ideal
luggage?
2. Do you use your luggage for anything other than
travel?
3. Who buys the luggage you own?
4. What technology would you like to see in luggage?
5. What’s the brand of luggage you trust?
6. Have you heard of Samsonite? Follow up with –
have you heard of American Tourister?
7. Would you be more likely to buy American
Tourister if you knew it was a subsidiary of
Samsonite?
8. What kind of luggage do you think they
(Samsonite or AT) sell?
9. Do you like luggage with characters, like Star
Wars or Disney? Or some kind of fancy print on
them?
10. Ask participants to browse AT website and ask to
choose top 3 they would consider buying for
themselves. Discuss responses.
PARTICIPANTS: AGED 18-25; OWN
LUGGAGE; ATTEND COLLEGE/
UNIVERSITY; HAVE TRAVELLED IN
THE PAST 6 MONTHS; MUST BRING
LAPTOPS TO DISCUSSION.

11. METHOD 1: FOCUS GROUP RESULTS
ALLISON MOHRFELD, AGE 21.
PREFERRED BRAND: TARGET?
“I don't care about brands much. Only that it's gonna last long.”
I put my other bags purses and shit inside when I'm not using -
so storage is a good use especially at college.
JAMIE FIELD, AGE 21.
PREFERRED BRAND: WHATEVER MY MOM BUYS
“Luggage a necessity. Something that people don’t care
enough to revolutionize.”
“American Tourister makes me think of adventure. I would
imagine them having lots of sturdy backpacks.
“I feel like kids would really like this brand.”
ALEX FONG, AGE 21.
REFERRED BRAND: LUIS VUITTON, RIMOWA
“Luggage should be classy and spacious.”
“I like that It's useful item because I use it for lots of things.”
“Something I need than just want, so I would spend a considerable amount on it.”
“Hell no. I would never buy from American Tourister.”
“I could gift the rolling suitcases to my little cousins.”
MICHAEL PHILBIN, AGE 21.
PREFERRED BRAND: NONE, REALLY.
“I was always an over the shoulder duffle bag guy myself until I
went to Japan and used a Rollie bag for the first time -changed
my life. It doesn't look as cool but god damn if it wasn't
convenient.”
“It was one of my first adult purchases.”
“Something I found worth investing in moving forward into my
adult life.”
ISABELLA BOLIVAR, AGE 21.
PREFERRED BRAND: SAMSONITE
“I buy the brands my parents use. And mostly they bought all my luggage
for me.”
“I put colored ribbons on them because they all look alike when I travel ,
and I travel a lot.”
“Samsonite is the one I use the most.”
BLAKE SNELLING, AGE 21.
PREFERRED BRAND: SAMSONITE
“I like Samsonite because they are useful bags and not hideous.”
“I don’t care about color and prints, really.”
“Luggage is not a valuable space for me to be self-expressive.”
“I would buy American Tourister now that you told me it’s part of
Samsonite.”
6 PARTICIPANTS, BOSTON UNIVERSITY STUDENTS

12. METHOD 1: FOCUS GROUP FINDINGS
1. Participants expressed that they never give
luggage much thought, even when traveling.
2. Participants didn’t associate American Tourister
with Samsonite, but said their trust in American
Tourister increased when they learnt it was a
subsidiary.
3. Participants’ top choices were persuaded by the
low cost of products.
4. Participants would consider buying American
Tourister products for a travel-specific purchase
but not for long-term use.
5. Participants were somewhat put-off by lack of
options and the amount of products featuring
Disney and Marvel characters.
TOP PRODUCT PICKS

13. METHOD 2: ONLINE SURVEY
THROUGH QUALTRICS
Apart from travel, what are the top 3 ways you could use your
luggage? (Drag and drop)
Which luggage brand are you most familiar with?
Have you ever purchased your own luggage?
Who usually buys your luggage?
Items
Top 3 Uses
Doing Laundry
Storage
For moving stuff
Grocery shopping
Going to the gym
To accessorize
Hiding things
Other
Yes
No
Parent/Guardian
Inherited from family member (grandparents, siblings, cousins...)
Usually borrow or loan from a friend
Gifted
What brand did you buy from?
Other
How important is luggage to you?
Do you own luggage?
What type of luggage do you own? (Check all that apply)
How many pieces of luggage do you own?
To what extent do you agree/disagree with the following statements:
Extremely important Very important
Moderately
important Slightly important Not at all important
Yes
No
Duffel Bag Briefcase/Laptop case
Hardside suitcase Garment bag
Softside suitcase Trunk
Backpacks Kids luggage
Carry­on Other
Only one 2­3 4­5 6­7 8­9 10 or more
Disagree
Somewhat
Disagree Neutral
Somewhat
Agree Agree
Buying luggage is an
'adult' thing to do.
Luggage offers a
source of security and
comfort to me.
I use my luggage even
when not traveling.
Disagree
Somewhat
Disagree Neutral
Somewhat
Agree Agree
My luggage is
gathering dust till my
next travel.
It's annoying to worry
about luggage when
traveling.
Luggage takes up too
much space in my
home.
What brand did you buy from?
How much would the following factors influence your luggage purchase?
How likely are you to buy luggage if there is some new technological
innovation done on it?
Demographics
What's your age?
Which gender do you most closely identify with?
Not At All Not Really Neutral Somewhat Definitely
Price
Brand
Matching pieces
Wheels
Color options
Uniqueness
Space/Expandable
Life/Durability
Lock/Security
Friends/Colleagues
Extremely likely Somewhat likely
Neither likely nor
unlikely Somewhat unlikely Extremely unlikely
15 or under 16­24 25­35 36­45 46 and over
Male
Female
Other
Where are you from?
How often do you travel?
City
State
Country
Less than once a
year 2­4 times a year 5­7 times a year 7­9 times a year
10 or more times a
year

14. METHOD 2: SURVEY FINDINGS
66 RESPONSES SO FAR
80% FEMALE RESPONDENTS
97% AGE GROUP 16-24
85% USA RESIDENTS
Q1. How important is luggage to you?
1. Moderate importance. High
importance for more frequent
travelers, consistent with
expectations.

15. TOP BRANDS AMONGST DEMOGRAPHIC
Q4 - Which luggage brand are you most familiar with? Q3 - What type of luggage do you own? (Check all that apply)
2. Samsonite is by far the most popular
brand amongst demographic.
3. Demographic are versatile users of the
various types in the product category.

16. Q8 - To what extent do you agree/disagree with the following
statements:
PURCHASING DECISIONS AND PSYCHOGRAPHICS
5. 48% have never purchased their own
luggage, and parents/guardians have
made the purchase for them.
4. Associate buying luggage with
adulthood and consider it an
annoyance when traveling.

17. Q14 - How much would the following factors influence your luggage
purchase?
6. For both male and female, top factors influencing
luggage purchase include: price, wheels, life/durability,
space/expandablility. Brand consideration higher for
those that have purchased their own luggage.
FACTORS INLFUENCING PURCHASE

18. KEY INSIGHT
The type of luggage you own says a lot about
your personality, whether you like it or not.

19. CHALLENGES FACED
FOCUS GROUP
Hard to moderate and very time-consuming. People kept talking
over each other, and the discussion often went on tangents. Some
people looked annoyed with other participants.
It was hard to eliminate bias when people didn’t want to admit their
buying behavior amongst peers or would agree with other
participants just to avoid confrontation.
Finding participants also proved challenging, especially since I was
hesitant to disclose what the discussion was about. I wanted the
participants immediate reaction to luggage, which proved difficult.
LESSONS LEARNT
SURVEY
It was really hard to formulate the questions for the survey, especially
to keep the survey short. I kept having to come back to the ‘question’ I
was trying to answer and modify it to be able to get the most useful
information.
In the survey, I had to put a lot of thought into the order of questions
so as to not influence responses to later questions.
I wasn’t able to modify the survey upon getting feedback, and it
yielded very little qualitative data about the demographic.
SURVEY
Secondary research and existing surveys greatly helped in
understanding what to do, and what not to do. It also helped me
formulate mutually exclusive and collectively exhaustive lists of
options to give to respondents.
The quantitative data visualization was super helpful in noting trends
and consistency with expectations. Cross-tab data analysis is
something I will definitely utilize in the future as it greatly helped me
in making sense of the data.
FOCUS GROUP
Conducting the focus group before the survey data helped me
understand the audience better .I even used some of the insights in
my survey as the ‘agree/disagree’ statements.
The instant feedback was especially helpful in leading the
discussion. The discussion flowed naturally when I didn’t ask
questions directly and wove them into the conversation instead.
The participants got excited and more enthusiastic when I gave
them something to do and instead of simply playing round-robin.

20. THANK YOU.