SAMSONITE PAKISTAN

BUSINESS PLAN – 2020

ROOTS R US (PVT) LTD.

2019 – Year of Corrections & Country Situation

• Stocks corrections – over 2.5 Years

• Legal battle was at high

• Parallel was at extreme

• Inflations levels are sky high

• Kamiliant introduced as American Tourister, same distributor also launched Wild Craft at
Hypermarkets

• US $ exchange rate jumped by 70%

• Import regulations are changed and import duties are increased by 30%

Continued ………
2019 – Year of Correction & Country Situation

• Chinese products influx in market

• Zero marketing spend

• Team management

• Samsonite & AT stores opening, legal issues in Punjab

USD to PKR Exchange Rate History (365 Days)

2018 2019
 2020 – Year of Building Blocks
• Buying as per plan and demand, on cash and then on instrument basis

• More focus on Samsonite share at own retail

• More focus on AT stores, own and franchise

• Hypermarket accounts to be re-looked to avoid any further losses. Need specified

products, prices and marketing campaigns

• Re-arrangement in team

• Backpacks to be focused more

• Legal proceedings against parallel & grey market

• Further investments in domestic events to promote AT

Growth Drivers For 2020

TOP 5 PRIORITIES FOR 2020

1 AT Retail Expansion

2 Re-gain market share in Hypermarkets

3 Building Backpacks as one of the main category

4 More focus on non travel products

5 Increase AUR on retail stores by focusing more on Samsonite

BRANDWISE SECONDARY SALE ( in $ )

USD "000"

2019 Exptd Actual %

%
2020 Growth
Growth
Channel 2018 Business Planned
over
EXP 2019 2018 Plan over
YTD Nov Exp Dec 2019
Total

Samsonite 360 226 11 237 -34% 703 196%

American Tourister 1,419 1,144 64 1,208 -15% 1,778 47%

High Sierra 27 16 - 16 -41% 85 440%

Grand Total 1,806 1,386 75 1,461 -19% 2,566 76%

CHANNELWISE SECONDARY SALE (in $)
SAMSONITE

USD "000"

2019 Exptd Actual %

%
2020 Growth
Growth
Channel 2018 Business Planned
over
EXP 2019 Plan over
YTD Nov Exp Dec 2018
Total 2019

Retail 345 213 11 224 -35% 703 214%

Department Stores 8 13 - 13 54% - -100%

Others 166 1 - 1 - - -100%

Grand Total 520 226 11 237 -54% 703 196%

CHANNELWISE SECONDARY SALE (in $)
AMERICAN TOURISTER

USD "000"

2019 Exptd Actual %

% 2020
Growth
Channel 2018 Growth Business
EXP 2019 over 2018 Planned
YTD Nov Exp Dec Plan
Total over 2019

Retail 445 521 46 567 27% 614 8%

Hypermarkets 666 436 10 446 -33% 747 67%

Department Stores 210 141 7 148 -29% 244 64%

Ecomm 20 13 - 13 -33% 101 663%

B2B 79 33 - 33 -58% 73 118%

Grand Total 1,419 1,144 64 1,208 -15% 1,778 47%

BRANDWISE PRIMARY SALE ( in $ )

USD "000"

%
2019 Exptd Actual %
2020 Growth
Growth
Brand 2018 Business Planned
over
EXP 2019 Plan over
YTD Nov Exp Dec 2018
Total 2019

Samsonite 202 - 49 49 -76% 400 709%

American Tourister 527 - 76 76 -86% 1,100 1342%

High Sierra 45 - - - -100% 55 0%

Grand Total 774 - 126 126 -84% 1,555 1137%

RETAIL SALE ( in $ )

USD "000"
%
2019 Exptd Actual %
2020 Growth
Name of Growth
S.No. Format 2018 EXP Busines Planned
Store YTD over
Exp Dec 2019 s Plan over
Nov 2018
Total 2019
Cavalry
1 HOS 233 118 9 127 -45% 259 104%
Grounds
2 Lucky One HOS 13 104 6 111 727% 165 49%
3 Forum Mall HOS 239 122 11 133 -44% 294 121%
4 Dolmen Mall Classic 3,608 127 13 139 0% 190 36%
5 Packages Mall HOS 2,132 163 11 174 0% 281 62%
6 Sialkot HOS - 21 3 24 0% 165 0%
7 Rahim Yar Khan AT - 13 2 15 0% 114 0%
8 Jumairah Mall AT - 7 2 9 0% 127 0%
9 Centaurus Classic - - - - 0% 190 0%

Grand Total 6,225 675 57 732 -88% 1,784 144%

QUALITATIVE ACTIVITIES FOR RETAIL
NEW STORES 2019 & PLAN FOR 2020

2019

S. No. Activity Period Result / Remarks

1 HOS Sialkot Jul’19 Opened as planned Initial response is below than expected

2 AT Tariq Road Jul’19 Expecting better results in 2020.

2020

S. No. Activity Period Result / Remarks

1 AT Falcon Mall Jul’20 Expecting good results.

2 Samsonite Centaurus Jun’20 Targeting 30M sales based on previous experience

3 LIPAULT – Kiosk (Dolmen & Forum) Jun’20 To test waters

* 10 AT stores will also be added during the year, starting from Jan’20.
DEPARTMENTAL STORES SALE ( in $ )

USD "000"
%
2019 Exptd Actual %
2020 Growth
Growth
S.No. Name of Store 2018 Business Planned
EXP 2019 over
YTD Nov Exp Dec Plan over
Total 2018
2019
1 Agha's Supermarket 2 - - - -100% 5 #DIV/0!

2 Chase Up 14 - - - -100% 22 #DIV/0!

3 CSD 9 7 - 7 -16% 38 415%

4 Debenhams 13 - - - -100% - #DIV/0!

5 En Em 5 5 - 5 0% 8 68%

6 HKB 42 19 1 20 -53% 47 140%

7 Imtiaz Supermarket 21 17 3 19 -9% 38 96%

8 Naheed Super mkt 34 12 3 14 -58% 44 212%

9 Raja Sahib 22 18 - 18 -19% 47 160%

Grand Total 161 78 6 84 -48% 251 199%

HYPERMARKETS SALE ( in $ )
USD "000"
2019 Exptd Actual
% Growth
% Growth 2020 Business
S.No. Name of Hypermarket 2018 Planned over
EXP 2019 over 2018 Plan
YTD Nov Exp Dec 2019
Total

1 GreenValley Rawalpindi 7 1 - 1 0% 14 1016%

2 GreenValley Lahore 12 1 - 1 -95% 15 2349%
3 Hyperstar Dolmen Karachi 109 81 3 84 -23% 117 39%
4 Hyperstar Emporium Lahore 54 40 1 41 -25% 70 70%
5 Hyperstar Fortress Lahore 66 28 - 28 -58% 82 195%
6 Hyperstar GIGA Mall Rawalpindi 66 52 - 52 -21% 76 46%
7 Hyperstar Lucky One Karachi 63 24 1 25 -61% 60 144%
8 Hyperstar Packages Lahore 99 63 3 66 -33% 111 68%
9 Hyperstar Mall Of Deffence - - - - -100% - 0%
10 Hyperstar Faisalabad - 4 - 4 0% - -100%
11 METRO DHA Lahore 46 24 1 25 -46% 50 98%
12 METRO Faisalabad 24 4 - 4 -85% 21 495%
13 METRO Safari Karachi 51 36 - 36 -30% 54 52%
14 METRO Model Town Lahore 4 2 - 2 -49% 11 408%
15 METRO Rawalpindi 19 12 - 12 -33% 21 67%
16 METRO Star Gate Karachi 5 1 - 1 -75% 10 651%
17 METRO Main Lahore 41 42 1 43 6% 49 14%

Grand Total 666 414 10 425 -36% 761 79%

ADVERTISING & PROMOTION ( in $ )
Total Amount Spent in
Plan for 2020
2019
S.No. Category
% to Total % to Total
Amount Amount
Sales Sales

1 Promotions 0% 20 1%
6
2 Road Shows 1% 10 0%
11
3 Mall Activations 0% 10 0%
5
4 Print Ads - 0% 5 0%

5 Back to School 1% 40 2%
9
Hypermarkets
6 1% 20 1%
Activation 14
7 EOSS 1% 15 1%
8
8 VM's 0% 20 1%
4
Grand Total 57 4% 140 5%
 ADVERTISING CALENDAR 2020

Activity /
January February March April May June July August September October November December
Category

EOSS

Back To School

Trade-In

Wedding Offer

Hajj Offer

Leave on
Holidays
Pakistan Fashion Week Activity
Pakistan Fashion Week Activity
KIOSK ACTIVITY @ DOLMEN MALL
HYPERMARKETS
HYPERMARKETS ACTIVTION
ACTI VTI ON
BACK TO SCHOOL
AT RAHIM YAR KHAN (Shop in Shop)
AT RAHIM YAR KHAN (Shop in Shop)
NEW STORE @ SIALKOT (Franchise)
NEW STORE @ SIALKOT (Franchise)
THANK YOU