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Consumer Behaviour

-Prof. Hari Iyer

Marketing Strategy and Consumer


Behavior
MARKET
ANALYSIS

CONSUM
ER
DECISION
PROCESS

MARKET
SEGMENTATI
ON

MARKETI
NG
STRATEGY

OUTCOM
ES

Brands
Samsonite
American tourister
Lacoste (bags and small leather
goods)
Timberland (bags only)
Hartmann luggage
Lavie
Accessorize

Hard and soft luggage


Business case
Duffles
Backpacks
Laptop and small bags
Gifts & accessories
Footwear

Milestones
From the first ever coordinated luggage to the
first ever use of metal in luggage
The first practical business case classica attache
The first ever polypropylene suitcase commonly
called hard luggage
Three digit locking system
2 wheeler upright for easier maneuverability
4 wheel spinners
To its latest innovative Cosmolite: The lightest
and sturdiest Samsonite ever.

Segmentation
Business
Traveler

Family
Traveler

Student

Style

Luggage
Space

Weight

Security

Durability

Comfort
Customizatio
n

Design

Understanding consumer
profile

Need gap analysis

Strategies based on consumer


behavior model

PRODUCTS

Travel
Luggage
Suitcase
Bags
Backpacks
Travel Accessories

Samsonite Group is one of the world's largest and


most recognized designers and distributors in the
luggage industry.
With a rich heritage that includes nearly a century in
business, Samsonite has a proud tradition of
developing innovative, high-quality products that
integrate style, functionality and design technology
to meet the changing lifestyle needs of people on the
move.
Samsonite's tagline 'Life's a Journey' embodies
the brand's belief and vision, symbolizing the role
Samsonite has in the multi-faceted lives of travelers.

1910's
Early travel was an adventure into
the unknown. Our founder, Jesses
Shwaydr, set out to produce
uncommonly well-made trunks that
would stand up to the rigors and
challenges of early travel

1920's
Introduced the first affordable,
coordinated lugage
1930's
During the 30's Shwayder Bros, used
national magazine advertising to
help publicise their products.

1940's
Just before the United States wento to war,
jesse Shwayder introduced a new style of
luggage, Samonite Streamline.
1950's
The introduction of Silhouette, the most
advanced luggage made up to that time,
included a new, modern shape and its
harware was recessed to Protect from banging
and the wear & tear that all luggage recieves.

1960's
All travel libirated millions of people as the
world started to travel for business & pleasure.
executive better than his Samsonite Classoc
Attacje case
1970's
The first polypropylene case whose structure
was supported by injection moulded shells. This
revolutionary design becomes the most widley
accepted way to produced modern hardside
luggage.

1980's
Samsonite develops the award-winning Oyster case,
as a response to the demand for lightweight
hardside. Oyster was the point first case with a
3point locking system and would soon become the
fastest selling Suitcase of all time
1990's
The 90's into the early 2000, was the period when
Samsonite introduced the 'piggyback' system on a
suitcase, big wheel upright and ultimately the 4
wheel Spinner for easy and smoother
manoeuvrability.

2000's
Samsonite Blwk Label iedfines fine travel pods
Blwk label stores begin to open in fashion
capitals 2007 sax, the launch of the Black Label
by Alexander McQueen
2010's
Samsonite recognises lightweight & well
designed luggage being important virtues of
modern day travellers. Samsonite introduces
our Strongest and Lightest collection, Cosmolite,
utilising the revolutionary Curv technology.

Samsonite is pursuing several strategic initiatives designed to


capitalise on our underlying business strengths, grow and
diversify our revenue stream, improve our profitability and our
cash flow generation and enhance the resiliency of our business.
Key elements of our business development strategies include:
Introducing a stream of innovative and contemporary products into the
mark
Strengthening support behind our brand and product marketing and
advertising;
Expanding our retail distribution platform;
Pursuing expansion opportunities in high-growth geographic markets;
Exploiting new business opportunities;
Continuing to improve operating efficiencies and cash flow generation.

THANK YOU