Principles of Marketing: A Case Study of Samsonite's Omni PC Suitcase

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PRINCIPLES OF MARKETING AND
COMMUNICATIONS IN A DIGITAL WORLD
- CRISTINA NICOLETA ANGHEL - ANG18465987
- ELENA ALINA LUPU - LUP18465832
- ELENA GEORGIANA FUGARELU - FUG18465784
- MARIA ELENA MANOLE - MAN18466095

Table of Contents
• Introduction
• Samsonite Omni PC Suitcase
• Customer needs
• Segmentation and targeting strategy
• Positioning strategy
• Distribution plan
• Pricing
• Promotion plan
• Recommended Marketing Mix
• Conclusion
• References

Introduction
• Samsonite is a luggage manufacturer and retailer whose products
ranges from large suitcases to small briefcases.
• Most recognized distributers and designers in luggage industry.
• Existing products have good amount of customer loyalty already, but
there is need to boost up the marketing strategies.
• In this presentation, marketing mix is developed for the very popular
brand of Samsonite i.e. Samsonite Omni PC Suitcase

Samsonite Omni PC Suitcase
• Brought large variety of luggage for women, men and kids.
• Durable hard case and affordable prices
• Telescopic handle and retracting handles.
• Able to withstand on dings and dents.

Customer needs
• Majority of customers looks for compact size suitcases.
• Spinner wheels provided by company can be the issue of concern.
Multidimensional spinner wheels may break if not handled properly.
• Customers always looks for ample storage space in a lightweight
suitcases.

Segmentation and targeting strategy
Segmentation Strategy
• Segmentation strategy is employed to
reach to the targeted and key
audience.
• Psychographic and Geo-demographic
qualitative methodology is used as
major base of segmentation strategy.
• Audiences interested in Samsonite
Omni PC Suitcase are determined.
• After segmentation, the targeted
market seems to be in favor of
enhancing the storage space feature of
product.
• Performance can be tracked and
company could hold connection with
customers.
Targeting Strategy
• On determination of targeted audience,
targeting strategy is implemented.
• Through this message to the targeted
group is delivered in customized
manner.
• Right marketing offers are deployed to
each target segment.

Positioning strategy
• Brigs and Riley, Rimowa and Tumi are the major competitors of
Samsonite, creating world-class travel luggage essentials.
• Product positioning matrix is used to visualize Samsonite Omni PC
Suitcase versus products of competitors falling in same category.
• The current trend of luggage industry reflects emerging need of
lightweight compact size suitcases.
• Also, market is witnessing the need of automated locking systems
in bags and briefcases.
• Improved Samsonite Omni PC Suitcase will offer suitcases with long
lasting life and high durability at affordable price, improved version
of previous one.

Distribution plan
• To avail the service of products to the targeted audience,
distribution plan consisting of four major phases is followed:
Research Retailers/
Wholesalers Setting Benchmark Monitor

Pricing
• After quality, pricing strategy plays vial role in holding large
customer base.
• Economy pricing strategy has been used by Samsonite, to target the
mass market.
• The majority of customers from targeted market looks for affordable
suitcases with compact structure and hard case covering.
• Proposed pricing strategy have low advertisement and marketing
costs along with thin margin.
• Price of improved Samsonite Omni PC Suitcase $140.90

Promotion plan
• The communication plan for promotion activity of improved
Samsonite Omni PC Suitcase constitute of five modes:
A. Advertisement
B. Sales event
C. Digital channels
D. Personal selling
E. Interactive marketing
• Through promotion plan, consumers can be informed and reminded
about the captivating features of improved Samsonite Omni PC
Suitcase

Cont.
Advertisement
Sales events
Digital
channels
Personal
selling
Interactive
marketing

Recommended Marketing Mix
• The existing product has been improved on basis of customer needs and every aspect of
efficient business plan has been followed.
• Improved product has been placed on right place at right time.
• On the basis of gathered information and understanding, following marketing mix is
recommended:
A. Product – Detailed description of product
B. Place – Targeted place
C. Price – Economy pricing strategy
D. Process – Distribution process
E. People – Customer services and employees
F. Promotion – Advertisement and sales events
G. Physical environment – Facilities and Interface