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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
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
PRODUCTS
Travel
Luggage
Suitcase
Bags
Backpacks
Travel Accessories
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.
THANK YOU