Consumer Behaviour

-Prof. Hari Iyer

Marketing Strategy and Consumer Behavior

MARKET ANALYSIS

MARKET SEGMENTATION

MARKETING STRATEGY

CONSUMER DECISION PROCESS

OUTCOMES

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

Style

Security

Comfort

Customization

Family Traveler

Luggage Space

Durability

Student

Weight

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