Samsonite is one of the world's largest luggage manufacturers, founded in 1910. It owns several luggage brands and launched in India in 1996. It has a diverse brand portfolio that targets different consumer segments. After its luggage sales declined post 9/11, it entered the footwear industry to diversify. A SWOT analysis found its strengths are its quality products and distribution channels, while weaknesses include high costs and low advertising. It was recommended that Samsonite partner with e-commerce, increase advertising, and promote new products to take advantage of opportunities in the growing Indian market.

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2. Mitali Sinha
Pramod Kumar
Sachiv Sekhar
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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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