Final project – Samsonite

Presented by – Shalu Dubey

2019-2907-0001-0011
Special thanks to Amol B. ohal sir
 Sectorial information
• Samsonite is a luggage manufacturer and GDP Contribution
retailer company, which falls under
industry sector.
• Services sector accounts for 54.40% of
16%
total India's GVA of 169.61 lakh crore
Indian rupees. With GVA of Rs. 50.43 lakh
Agriculture and allied
Industry
Service
crore, Industry sector contributes 29.73%. 54%

While, Agriculture and allied sector shares 30%

15.87% .
• The overall industrial sector growth is
estimated to be 2.5% in 2019-20 as
compared to 6.9% growth in 2018-19.
 Historical growth / DE growth
• Demonetization
• Poor implementation of
GST
• Plummeting domestic
automobiles sales
• Flattening of core sector
growth
• Declining investment in
construction and
infrastructure
Porter’s five forces model
Threat of
new
entrants-
low

Existing
Suppliers
power- low rivalry- Buyer’s
power- high

High
Substitutes-
low
 Company’s snapshot
• Samsonite Group is one of the world's largest and most recognized designers
and distributors in the luggage industry
• Vision: To become one of the world’s most highly regarded premium lifestyle
travel brands
• Started in 1910 as Shwayder trunk Manufacturing company.
• In 1966 changed to Samsonite
• One of the world’s largest and most recognized
designer and distributors in luggage industry
• High quality products integrating style, functionality,
and innovative design
 SWOT Analysis
• Brand • Premium
• Quality • Lack of
• Innovative advertisement

Strength Weakness

Opportunity Threat

• Increasing demand- rural and • Competition

middle class family. • Irregular demand
 Product portfolio

Soft luggage Laptop bag

Laptop Trolley Travel accessories

Competitors Analysis of Samsonite
• Organized luggage industry is dominated
by VIP with a market share of 50%+,
followed by Samsonite & Safari. 
• Samsonite is the 2nd largest player with a
market share of 35%. 
• Its brands are equally strong. But what I
found from my research & what the
numbers reflect is that Samsonite is more
focused on profitability rather than growth.
Because of this, their market share has
been shrinking. 

Market Share- Organized Indian luggage industry

Cont.
 Product mix

Product Price
• Product- • Price-
Samsonite backpack- specialty product,
complex buying behavior Rs 1200 to Rs 15000
Core values : ease up travelling process Traveler’s bag is a USP
providing travelers’ a safe and comfortable
trip. Skimming pricing strategy
Actual product: brand name, quality level, Product line strategy
packaging and design, features.
Augmented product: delivery credit,
product support, warranty, after sale
service
Cont.

Place Promotion
• Place- online as well as offline • Promotion-
retail stores Flyers,
Direct distribution TV Commercials,
Indirect distribution Bill boards,
1st line distribution Social media,
Selective distribution Airlines magazines
 STP
• Segmentation-
Demographics- Psychographics –
 Gender (both) Attitudes: responsible, technological oriented
Opinions: Learning new things
Age: 12 plus
Interests: exploring, experiencing new stuffs and
Income- High incomes travelling
Occupation: Businessmen, Employees, Motives: meeting new people, experiencing new
Travelers. cultures, working, diversification, and trying new
Education- Highly educated food.
Lifestyle explorer, succeeder, reformer, business life.
 Family life cycle – family use to travel a lot, by
the times family members start traveling Product usage
alone, later on family members are more Usage rate- regular basis
concerned with their luggage and new Benefits sought- safety, electric devices always on,
travelling technologies. exact luggage weight, confidentiality.
Cont.
• Targeting- • Positioning-
High income Person who is a traveler and
 Age (12+) who wants to explore new things
on daily basis, Samsonite
Traveler provides them A laptop
Technology oriented backpack, which will satisfy their
Regular basis need which is towards
technology also.
 Product life cycle
• Across the world, Samsonite is
performing well, but in India,
Samsonite is in growth phase.
• Since, it does not advertised to that
much extent therefore for speeding
the growth of the Samsonite, the
company should advertise more, for
further growth.
 Sales forecasting
Year sales (in million index
USD)
2013 $ 1,413.70
2014 $ 1,535.71
2015 $ 1,490.47
2016 $ 1,548.85
2017 $ 1,654.94
2018 $ 1,712.60
Forecasted sales( in
million USD)
0.906579 $ 1,281.63
0.984822 $ 1,512.40
0.95581 $ 1,424.61
0.993248 $ 1,538.39
1.061282 $ 1,756.36
1.098258 $ 1,880.88
Cont.

Forecasted sales (in million usd)

$2,000.00
$1,800.00
$1,600.00
$1,400.00
$1,200.00
$1,000.00
$800.00
$600.00
$400.00
$200.00
$-
2012 2013 2014 2015 2016 2017 2018 2019
 Distribution channel
• Wholesale –

Their current distribution channel is wholesale and marketing

channel which involves the transfer of ownership.
• DTC (Direct to Customers)-

They can use this distribution strategy, for more conveniently

processing and for building trust with the customers.
 Digital marketing strategy
• Every product provides one of the four
benefits to the customers, here Samsonite
has touched the emotional part of the
customers, they are providing emotional
benefits.
• #DiwaliKaSafar is simply lead by the
thought of wishing our travel enablers a
happy Diwali and thanking them for their
service.
 Consumer buying behavior
• Quality • Age group
• Color • Income
• Spare pockets • Lifestyle
• Brand name • Extra services
• Availability • Price
• Advertisement • Durability
• Mode of purchasing
• Discounts/ offers
• Influencers
• Lack of awareness
• Gender
Thank you