Vinh Pho Advance Product 3 Summer 2010
Business of Tomorrow Purpose: Exploring the business travel industry; to identify un met needs through extensive S.W.O.T, matrix & research analysis. Vinh Pho | Advan nced d Pro oduct 3 | Summer 2010
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Objective To create a sub-line of lifestyle products for Samsonite, re-introducing the company as a brand that identiďŹ 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.
Vinh Pho | Advanced Product 3 | Summer 2010
Global Travel Industry 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
Industry
Branding Strategies
Vinh Pho | Advanced Product 3 | June 8 2010
Luggage Industry 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.
Industry
Vinh Pho | Ad dvanced Productt 3 | June 29 2010
History For 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
1910 Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Providing Solutions to the Travelling World 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.
2008 revenue of US $292.9 9 million
Branding
Vinh Pho | Advanced Product 3 | June 29 2010
Experience
Product Assortment
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Product Pricing $550
$330
$160
$130
$120
$290
$240
$130
Branding Strategies
Vinh Pho | Advanced Product 3 | June 29 2010
Attractive
Pre Premium
Economical
Unattractive
Price Range: $100-$600 Branding Strategies
Product Positioning Matrix Vinh Pho | Advanced Product 3 | June 29 2010
Srengths Weakness Opportunities Threats Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
SWOT Summary
- Brand Heritage
S
- Durable products - Large number of products within its category - Catored assorted to business & traveling archetypes
Brand User Market Design
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
SWOT Summary
- Only known for luggage
W
- Lacking User Lifestyle Products - Retail Company ďŹ lling Chapter 11 - Marketed towards older generations
Brand User Market Design
Branding Stratigies
Vinh Pho | Advanced Product 3 | Summer 2010
SWOT Summary
- Expand Branding beyond luggage
O
- Diversify market strategies to encompass a larger audience of users - Next gen of business travelers. - Expanded assortment into other industries
Brand User Market Design
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
SWOT Summary
- Competitors
T
- Change in fashion trends - Economic situation - New advanced materials - Technology advancements - Main target audience extration from the business realm.
Brand User Market Design
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Key Take aways
S W O T Branding Strategies
Brand Heritage
Brand resonates with an older business segment. Expand brand proďŹ le to cator to the next generation of business Main focused archetypes heading into retirement
Vinh Pho | Advanced Product 3 | Summer 2010
Objective Industry Competitors Archetype Matrix Opportunity Design
Branding Strategies
Vinh Pho | Advance ed Product 3 | Summer 2010
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Consumer Archetypes Family Vacationers Business Owners Consultants Business Professionals Field Journalist Business Users of Tomorrow Retired Travellers Reporters Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Business Owners of Tomorrow 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
Brand ding Strategies
Vinh Pho | Advan nced Product 3 | Summer 2010
Purchasing Spectrum
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Attractive
Premium
Business Users of Tomorrow
Economical
Unattractive
Archetype Positioning Matrix Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Archetype Positioning Matrix Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Branding Strategies Reporters
Retired Travellers
Business Users of Tomorrow
Field Journalist
Business Professionals
Consultants
Business Owners
Family Vacationers
Attractive
Economical Premium
Unattractive
Archetype Positioning Matrix Vinh Pho | Advanced Product 3 | Summer 2010
x i r at
M g
n i n
o i t si
Po
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Attractive
Pre Premium
Economical
Unattractive
Price Range: $100-$600 Branding Strategies
Product Positioning Matrix Vinh Pho | Advanced Product 3 | Summer 2010
Attractive A
P re Premium
Economical
Unattractive U
Competition Total Area Branding Strategies
Product Positioning Matrix Vinh Pho | Advanced Product 3 | Summer 2010
Attractive
Pre P re Premium
Economical
Unattractive Un
Competition v.s. Samsonite Branding Strategies
Product Positioning Matrix Vinh Pho | Advanced Product 3 | Summer 2010
Objective Industry Competitors Archetype Matrix Opportunity Design
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Opporrtunity
Vinh h Pho | Advanced Product 3 | Summer 2010
Consumer Archetypes Family Vacationers Business Owners Consultants Business Professionals Field Journalist Business Users of Tomorrow Retired Travellers Reporters Branding Strategies
Archetype Focus
Vinh Pho | Advanced Product 3 | Summer 2010
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.
+ Branding Strategies
=
Opportunity
Vinh Pho | Advanced Product 3 | Summer 2010
Branding Strategies Reporters
Retired Travellers
Business Users of Tomorrow
Field Journalist
Business Professionals
Consultants
Business Owners
Family Vacationers
Attractive
Economical Premium
Unattractive
Archetype Positioning Matrix Vinh Pho | Advanced Product 3 | Summer 2010
Attractive
Pre P rem Premium
Economical
Unattractive Un
Competition v.s. Samsonite Branding Strategies
Product Positioning Matrix Vinh Pho | Advanced Product 3 | Summer 2010
Attractive
Premiu P em mi Premium
Economical
Unattractive
Opportunity Positioning Matrix Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Attractive
Missed opportunity
Premiu P em mi Premium
Economical
Unattractive
Opportunity Positioning Matrix Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Business Users of Tomorrow
Independent Multitasking Social Networking Flexible Decision maker Tech Savvy
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Currently Purchases over $150 billion dollars a year Influences another $50 billion of baby boomer’s family purchases Responsible for the return of our nation’s thriving economy.
Branding Strategies
Vinh Vi h Ph Pho | Ad Advanced dP Product d t3|S Summer 20 2010
Attractive
Within a 10 year period, The Gen Y business users of tomorrow will expand into the different archetypes.
Economical
P em Premiu m mium i
Unattractive
Opportunity Positioning Matrix Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Attractive
Focused Opportunity
Economical
Prem P em m mium mi iu
Unattractive
Opportunity Positioning Matrix Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Tomorrow for Samsonite begins today The opportunity of Samsonite rests on the next generation of business users. These users are in their early careers or towards the process of ďŹ nishing school, ready and eager to entire the work force.
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
So what did Gen Y have to say about Samsonite?
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Survey Questionaire Results Gen Y 20 participants
20%
80%
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
Branding Strageties
Vinh Pho | Advanced Product 3 | Summer 2010
Survey Questionaire Results Gen Y 20 participants
20%
80%
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
Branding Strageties
Vinh Pho | Advanced Product 3 | Summer 2010
So how does Samsonite become a brand associated with Gen Y?
10 year timeline Goals
Continue current product line
Business Model Redesign (Samsonite 2.0) Full implementation
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
Brand Inception
Emerging Loyalty
Immersed Loyalty
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Roadmap Timeline Short Term 1-2 Years
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.
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Roadmap Timeline Mid Term 3-5 Years
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 deďŹ ned earlier, and begin the course of sustaining a brand that will continue with them through their adulecent lifestyle.
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Roadmap Timeline Long Term 7-10+ Years
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.
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Objective Industry Competitors Archetype Matrix Opportunity Design
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Security
Contain
Iconic Key Attributes Transport
Durability Professional Branding Strategies
Vinh Pho | Advaanced Pro oduct 3 | Summer 2010
Designing a sub-line, for a new generation
Daily
Functional
Lifestyle
Lifestyle
Views of tomorrow
Views of tomorrow
10 year timeline Goals
Continue current product line
Business Model Redesign (Samsonite 2.0) Full implementation
1-2 years
3-5 5 year
7-10 0 yea ar
-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
Messenger Bag
Watch
Luggage
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Color Palette
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Branding a d g Strategies S a eg es
Vinh Pho | A Advanced Product 3 | Summer 2010
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
A Taste of Tomorrow
Branding Strategies
Vinh Pho | Advanced Product 3 | Summer 2010
Q&A
Thank You