adv product 3: Samsonite Branding Strateties

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