SITUATION ANALYSIS –

Freeveller- travel with freedom, is a year-old start-up that has come up with few tech
friendly products in the bags & luggage industry. It entered the market with anti-theft bag
packs for travellers, office users, school or college students i.e. a typically multipurpose
high-tech bag with USB charger, water-proof coat for the bag and few other accessories.
Now it has come up with a completely new product “Predator MK I” and is going to enter
the luggage segment with this product to revolutionise it.

MARKET SUMMARY-

Freeveller have good information about the market and researched well about its customer
attributes within the target market which will be the key to development of product and
ultimately brand. The data collected can further be implemented while serving the
customers (leveraging it further regarding who is served). It can be made sure that the
customer needs are satisfied by focusing on specific needs (by usage of this information)
and how Freeveller can better communicate with them.

Target Markets

 Upper middle-class travellers

 Higher class / Business class travellers
 Travel bloggers

The target market is such that our focuses majorly on the people who are constant
travellers around the globe either travelling for short trips or longer.

Market Demographics-

The profile for the typical Freeveller’s Predator MK I customer are of the following
geographic, demographic and behaviour factors:

Geographics -

 Predator MK I will target only domestic customers. By leveraging the usage of

internet and different media and multiple delivery services it will reach to the
different masses of the country.
 The targeted population is nearly 200 million users.

Demographics -

 There is no such differentiation among its male or female users as the product is
completely unisexual.
 Indian population between the age of 15-19 (college going students majorly) adds to
10% of the total population which is approximately 120.5 million. The next
population segment is 20-24 (young working class) which is 111.5 million people.
  Such segments can sum up to 580 million people in the age group 15-45 but the
target market of the company is upper middle class and upper / business class which
is nearly 120-150 million of this population segment. This covers the young tech
users to aged and active tech fond people.
 The major segment will be 25-35 which will comprise of nearly 100 million users. This
is the literate working class (majorly upper middle and business class).

Behaviour Factors -

 Users will be frequent travellers around the globe that pay genuine attention to
safety of their possessions.
 Users will be tech friendly and are ready spend money on innovative devices to
further improve their lifestyle.
 Users will be those who travel for short trips with less items to carry with them and
need a luggage that can assist them if they are stuck somewhere.

Market Needs-

Freeveller’s Predator MK I is a completely new product in the luggage segment and can
revolutionise this industry with its innovative tech features with further robust
implementation of robust product offerings and strategies. MK I focuses on all the aspects
that are missing from current luggage in the industry that are presently available. Further it
can fulfil the following benefits that are important to its customers-

 Quality Craftsmanship- The product is an apt example of an ideal bag that a traveller
can expect or wants to buy, thus Freeveller focused on all critical points like
providing proper space and built material with all high-tech gadgets like GPS and
charging port to come up with a product, the customer won’t regret spending money
on.
 Well-thought-out designs- The current luggage market has started to look obsolete
as companies are coming up with same designs with few modifications and with
nothing new to offer to the customers. Freeveller’s industry research and experience
and dedication to Predator MK I will provide customers an insightfully designed
product on which they can fully rely on.
 Customer Services- Freeveller will be providing customer services throughout the
country 24x7 and 365 days without any interruptions with lifetime warranties on
product (not on the complete product but on certain parts).