Marketing Presentation: Samsara Luggage - Launch Strategy and Analysis

This presentation analyzes the marketing strategy for the Samsara Luggage Company, focusing on its product launch in Australia. It outlines three key marketing objectives: building supplier relationships, informing customers about the new product, and capturing a larger market share. The report details the company's STP (Segmentation, Targeting, and Positioning) approach, identifying demographic and geographic segments. The presentation also explores product and pricing strategies, highlighting the importance of a trendy, high-quality product and a market penetration pricing strategy. Finally, the report examines placement and promotion strategies, including advertising, sales promotion, personal selling, public relations, digital marketing, and direct marketing, all aimed at effectively reaching the target market and driving sales. The report concludes with an action plan for the launch, aiming to achieve the marketing objectives.

Marketing
Presentation

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Three marketing objectives....................................................................................................1
Market segmentation, targeted customers and intended positioning......................................2
Product or pricing strategy.....................................................................................................3
Placement or promotion strategy............................................................................................5
Action programs.....................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a process of influencing customers to choose the product of firm over goods
of its rivals. Various types of communication channels are used by a firm under this for sending
information to a large number of individuals (Janet Kleber,Arnd Florack and Anja Chladek, 2016
pp.153-161). It is one of the essential elements of every firm as this is the only process through
which firm delivers information about its product to a various individuals. Samsara Luggage
Company is a big manufacturer of luggage bags that is selected under this report for study.
Marketing objectives of firm are described in this report. Along with this, STP approach and
pricing strategy of firm are also included in this essay.
Samsara product launch
Product of Samsara will be launched in Australia in in the beginning of 2018. Firm is
launching a trendy suitcase at affordable price for attracting number of customers.
Three marketing objectives
Marketing objectives are the end results which firm want to achieve after implementing
its marketing activities. It is necessary that marketing objectives of Samsara should be SMART
(smart, measurable, attainable, relevant and time bound). With start from product launch,
Samsara three marketing objectives are as follows: Develop and maintain relations with suppliers: Main marketing objective of Samsara
will be to build and maintain relationship with suppliers. For this, firm will invite all its
suppliers and key specialists in the product launch . One of the main advantages of doing
this is that support of suppliers help firm in achieving competitive advantage by making
products with high quality of raw material. Inform large number of customers about the newly launched product: One of the main
marketing objectives of firm is to inform a large number of customers about the newly
launched product (Johanna Gummerus, Catharina von Koskull andChristian
Kowalkowski, 2017 pp.1-5). By using communication channel or a mix of
communication channels, firm can provide information to number of customers. and at
the same time, influence them for buying the product of company.
 Capturing a larger market share: On of the main objective of every firm behind doing
marketing is to attract and influence large number of customers to buy the firm's product
and to capture a larger market share than its rivals . Larger market share of firm than its
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rivals provide various benefits to the firm and at the same time increase the goodwill of
firm.
In the initial stages of a product launch all these are the main marketing objectives of
Samsara.
Market segmentation, targeted customers and intended positioning
Market segmentation approach will be used by the Samsara for segmenting all its
potential customers into groups sharing same qualities (Fei Lee Weisstein, Mohammadreza
Asgari and Shir-Way Siew, 2014 pp.230-239). By using this Samsara can use differentiated
marketing strategy for each segment. This will provide opportunity to the managers of firm to
develop and design special offers for satisfying the needs and wants of every segment.
(Source: Claessens, 2017)
Main focus of Samsara will be as follows:
 Demographic: Based on gender, age and religion
 Geographic: Customers of local market
Group of customers from these segments are identified as follows:
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Figure 1: THE MARKETING STRATEGY: SEGMENTATION, TARGETING,
POSITIONING & DIFFERENTIATION.

Profile 1 Included individuals who are looking for a strong luggage bag for
long travelling.
Gender Male and female
Age 18-25, A research has revealed the fact that 75% of individuals go
for long travelling.
Location Local people. Research shows that local people of Australia like to
go for long travelling with their families and friends and sometimes
alone also. This is growing at a fast speed.
Details Survey of students studying in college and other people show the
interest of people in travelling so this is a great opportunity for
Samsara to attract these individual and at the same time to capture
larger market share.
Profile 2 Included local individuals who travel for a short distance but want to carry a
lot of things with there.
Gender Female and male
Age 20- 70 according to a survey large number of people go for same travelling
like picnic, wedding and etc. by targeting this Samsara luggage can ensure
its regular income.
Location Local people. Large number of picnic destinations are there in Australia so it
is very easy to attract the people towards its products. At here, firm can
capture all local and domestic customers.
Details Seeking a luggage having more space and good quality for short travels.
All the local residence of Australia are the main target of the firm the main reason behind
choosing this is because this provide lot of growth opportunities to the firm.
Micro factors such as suppliers and customers or macro factors political and social can be used
by the firm for analysing the opportunities exist in the market .
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Product or pricing strategy
For make a product successful in the market it is very necessary to use an effective
product and price strategy. Product strategy is defined as the process which help the firm in
define and achieve the main vision and goal of product launch. It is very necessary for the firm to
use an effective product strategy (Robert Cluley, 2016 pp.752-769) . Product refers to the main
offering of firm to its large number of customers. So it is very necessary that product of the
business should have specific features so it can better satisfy the needs and wants of customers
and can generate large number of revenues for the firm . Same applies in the case of Samsara,
the product of firm is very trendy, is made of high quality material and have special features like
more spacing and others (Dmitry Brychkov and Christine Domegan, 2017 pp.74-93). For getting
success of the product it is very necessary for the firm to attract large number of individuals. For
this it is very necessary that product of the firm should be unique and more effective than the
product offered by the competitors. By doing this firm can not only satisfy the needs of its
customers but also gain their commitment which will influence them for repurchase.
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For capturing a larger market share and to deliver value to customers. It is very necessary
for the firm to use and effective pricing strategy or set a right price of the product. In the case of
Samsara the price strategy which can be used by the firm in the initial stages of product
launching pricing for market penetration (Franck Cochoy, 2014 pp.538-547). Under this strategy,
firm keeps the price of its product low for attracting large number of customers to at least try the
product. After the acceptance of product in the whole market firm increase the price of product
for covering the cost. This help the firm in increase the number of its profits. Same can be used
by the Samsara for getting the acceptability of its product in the larger market (Rosalind Jones
and Jennifer Rowley 2009 pp.5-21). After getting trust of customers on the product firm can start
raising the price of its product for covering the cost spending on research and promotional
activities.
Placement or promotion strategy
Main target customers of Samsara lives in local and domestic area. According to
collected data during the starting months it was revealed that more customers of firm come from
the local market. From large number of population approx. 40% are the target market of firm.
Product of firm is very trendy and have more features like good storage and of goods
quality which attract large number of customers towards the firm product (Geraint Holliman and
Jennifer Rowley 2014 pp.269-293). Firm use trusted suppliers for its raw materials which
increase the goodwill of firm in the mind of its customers. Firm purchase the raw material in
small quantities which which help in reducing the final product of the firm. Promotion cost of
every firm in the initial stages of product remain high due lot of promotion activities.
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The main promotion tools which can be used by the Samsara includes the following: Advertising: Advertising is a paid and nonverbal form of communication used for
promoting a product, ideas and service. This tool of promotion used by almost every
enterprise because it deliver the message to large number of customers with just few
minutes (Tho Nguyen and Trang Nguyen, 2011 pp.251-263). Same can be used by the
Samsara luggage. It is very important to check the effectiveness of message before
delivering in to large number of people. One of the main advantage of using this, is that it
effectively influence large number of audience and timely remind the individuals about
the product of firm and its features. Sales promotion: This is another effective tool of promotion. Under this, enterprise uses
an incentive for increasing its short term sales. In this, coupons and free samples of the
product is offer to customers. One of the main reason of using this strategy is to get the
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attention of customers towards the firm's product. Same can be used by the Samsara
luggage for influence the customers to buy the product. One of the main disadvantages of
this strategy is that it is very costly . By this tool influence the individuals to buy the
firm's product at least once. Personal selling: Personal selling is the process when a company representative meet
buyers face to face and influence them to buy the firm's product by showing them the
features of the product (Coralie Damay, Nathalie Guichard and Amélie Clauzel2011
pp.514-525). This is very influencing method of promotion. But coverage of this is very
low and it is very expensive also. This tool of promotion can be used by Samsara for
influencing the customers to buy its product. High cost involve in this but at the same
time this is very effective method of doing marketing of the product. Public relations: Under this strategy, firm finds various ways to interact with its
customers, employees and stakeholder to develop and maintain a relationship with them.
Handle press release, create a positive corporate image and respect and solve to the
various issues of public is the main aim of this . Same can be used by the Samsara for
doing the promotion of its product (Fei Lee Weisstein, Mohammadreza Asgari and Shir-
Way Siew, 2014 pp.230-239). One of the main advantages of using this is that it develop
better relations with customers and help the firm in getting their commitment. Digital marketing: Under this digital technologies such as internet is used by the firm for
doing marketing of the products. Digital advertising and ads on mobile phones all
included in this. Today large number of companies utilize different type of available
technology for doing the marketing of products. Due to technology revolution today
almost every individual use the technology . By using this Samsara can inform large
number of individuals about it product and can better influence them to buy the same.
 Direct marketing: Online marketing of firm's product is done under this approach
(Johanna Gummerus, Catharina von Koskull and Christian Kowalkowski 2017pp.1-5) .
This type of marketing is non-public in nature which means only specific individuals are
targeted under this rather than general public.
All these methods can be used by the Samsara to inform large number of public about its
products and its services . By doing this firm can attract large number of customers and can
capture a larger market share.
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Action programs
Samsara will launched its trendy sand large spacing high quality bag in January 2018.
For effectively implementing marketing strategy and to achieve its marketing objectives an
action plan will be made by the firm (Janet Kleber,Arnd Florack and Anja Chladek, 2016
pp.153-161). Sales manager of firm will be mainly responsible for this as the main focus of the
programme is to promote the newly launched product of the firm.
ACTION RESPONSIBLE AUTHORITY
Photo-shoot of
venue where the
promotion activity
will take place
Sales manager
Negotiation with
suppliers
Executive manager
Launch of product at
20th of January.
All staff members
Provide information
to attendees, sales
calls
General and sales manager
Held a social media
campaign
Sales and general manager
Meet with key
suppliers and
develop relationship
Office and sale manager
Offer incentives to
customers
Sales and general manager
Evaluate the pricing
strategies
General and sales manager
Invite industry Office, sales and general manager
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specialists, suppliers,
key customers and
stakeholders
CONCLUSION
From the above information, it can be concluded that setting effective marketing
objectives for capturing a large market share is essential for a firm like Samsara luggage. Firm
can easily achieve its marketing goals by setting effective marketing objectives. It can better
satisfy the needs and wants of large number of people by differentiating them in homogeneous
groups.
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REFERENCES
Books and journals
Janet Kleber,Arnd Florack and Anja Chladek, (2016) "How to present donations: the moderating
role of numeracy in cause-related marketing",, Vol. 33 Issue: 3,
pp.153-161,https://doi.org/10.1108/JCM-12-2014-1240
Johanna Gummerus, Catharina von Koskull andChristian Kowalkowski, (2017) "Guest editorial:
relationship marketing – past, present and future",, Vol. 31 Issue: 1,
pp.1-5,https://doi.org/10.1108/JSM-12-2016-0424
Fei Lee Weisstein and Mohammadreza Asgari,Shir-Way Siew, (2014) "Price presentation effects
on green purchase intentions",, Vol. 23 Issue: 3,
pp.230-239,https://doi.org/10.1108/JPBM-06-2013-0324
Robert Cluley, (2016) "The depiction of marketing and marketers in the news media",, Vol. 50
Issue: 5/6, pp.752-769,https://doi.org/10.1108/EJM-02-2015-0076
Dmitry Brychkov and Christine Domegan, (2017) "Social marketing and systems science: past,
present and future",, Vol. 7 Issue: 1, pp.74-93,https://doi.org/10.1108/JSOCM-10-2016-
0065
Franck Cochoy, (2014) "The American Marketing Association: A handrail for marketers and
marketing history",, Vol. 6 Issue: 4, pp.538-547,https://doi.org/10.1108/JHRM-01-
2013-0003
Rosalind Jones andJennifer Rowley, (2009) "Presentation of a generic “EMICO” framework for
research exploration of entrepreneurial marketing in SMEs",, Vol. 11 Issue: 1, pp.5-
21,https://doi.org/10.1108/14715200911014112
Geraint Holliman andJennifer Rowley, (2014) "Business to business digital content marketing:
marketers’ perceptions of best practice",, Vol. 8 Issue: 4,
pp.269-293,https://doi.org/10.1108/JRIM-02-2014-0013
Tho D. Nguyen and Trang T.M. Nguyen, (2011) "Firm‐specific marketing capital and job
satisfaction of marketers: Evidence from Vietnam",, Vol. 18 Issue: 3, pp.251-
263,https://doi.org/10.1108/09696471111123298
Coralie Damay,Nathalie Guichard and Amélie Clauzel, (2011) "When children confront prices:
an approach based on price presentation",, Vol. 20 Issue: 7,
pp.514-525,https://doi.org/10.1108/10610421111181822
Online
Tools of promotion. 2017. [Online]. Available
through<http://www.managementstudyguide.com/online-advertising-models.htm>.
[Accessed on 31st August 2017].
Claessens, M., 2017. THE MARKETING STRATEGY: SEGMENTATION, TARGETING,
POSITIONING & DIFFERENTIATION. [Online]. Available through<https://marketing-
insider.eu/marketing-strategy/>. [Accessed on 31st August 2017].
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