Brand Mantra
Having luggage that is not only light, but strong to withstand mishandling by airlines is one of the major concerns of frequent travelers. Showing commitment to innovation and unique design, Samsonite is credited with frequent innovative designs that are highly valued by consumers. Samsonite has carefully aligned itself to follow global trends with a vision to equip travelers with ever lighter, stronger, functional and innovative luggage gear.
Samsonite has largely succeeded in creating massive brand awareness by cleverly positioning the brand to invoke emotional attributes such as living every moment of life, meeting family and friends, and a trusted friend throughout one’s life. This linking of present with future has made Samsonite synonymous with travel gear and crystallized the brand recall value in the minds of consumers.
Even though Samsonite has focused on highlighting the physical attributes in most marketing campaigns, it now portrays the associated emotional bond as a tough companion, who remains with you throughout the journey. This has not only strengthened Samsonite’s consistent delivery on its promise of lightweight and sturdy luggage, but also symbolizes the brand’s association as a trusted partner in the multi-faceted lives of travelers.
Brand Positioning
Samsonite positions itself in the mid to premium range of travel gear for the flagship Samsonite Brand. Samsonite also has acquired multiple brands such as American Tourister, Hartmann, High Sierra and Speck to cater for both mass and premium market segments without affecting the core Samsonite Brand. Coupled with a promise of 10 year warranty, which none of the other brands offer, Samsonite has created a name for itself as a reliable and affordable travel gear for all kinds of weather.
Frame of reference
For business people and travelers alike who aspire quality travel with peace of mind, Samsonite offers high quality, extremely durable and lightweight travel gear and helps people enjoy every moment of their life.
Samsonite has clearly demonstrated its ability to communicate its brand image by portraying its travel gear as sturdy and lightweight that withstands all kinds of abuse. To meet various needs of travelers, Samsonite continuously invests in innovation to create unique and sophisticated travel solutions. Samsonite has strived to go well beyond luggage to include backpacks, kids selection, briefcases, laptop and mobile accessories and travel bags. This wide array of product offerings reflects the Samsonite's commitment to deliver quality products to meet various needs of travelers on the go.
Points of Differentiation (POD)
Strong Brand Image
As the global leader of luggage, Samsonite is a well-known brand among travelers. In fact, Samsonite is the first brand that comes to the mind of people when thinking of travel luggage.
Quality at affordable price
Known for durability and superior technology (light-weight and flexible), Samsonite offers high quality luggage at affordable prices when compared to competing offerings available in the market.
Wide Product Range
Samsonite caters to multiple consumer segments with products lines for every segment: business travelers, young trendy adults (launch of Samsonite red), women travelers and kids.
Points of Parity (POP)
Quality
Durable and light weight made with industry standard materials like poly carbonate ,PVC , nylon
Design
Standard design for target segments – like a luggage set that suits a frequent traveler’s needs or that satisfies the design specifications required while travelling in an Airplane.
Warranty
All products come with standard warranty -1 year to 10 year depending on the type of luggage set.
Trendy
The luggage sets offered are not very off from the prevailing trends in luggage industry.
Positioning Matrix
Competitors
