Samsonite's New Weight-Distributing Backpack: A Market Analysis

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Backpack with a system to
control and distribute the
weight

Table of Content
 Introduction
 About Product
 Benefits of Product
 Relevance and importance of Product
 Market Analysis
 Value of Product & Market Share
 Competitors in the market
 Category of Target Customers
 Customer Requirements
 Conclusion

Introduction
 Strategic review as a senior management of
Samsonite for introduction of new product
 Product developed from the perspective of health
and well being of Customers
 Persuasive argument provided in favor of the
product

About Product
 Samsonite should develop a backpack with system
to control and distribute weight
 It should help in improving the health and well
being of the customers
 Product made to control and distribute the weight
equally to all the areas of the backpack

Benefits of the product
 Distribution of weight equally to all areas of the
backpack
 Helps in avoiding pain in the back of the customers
by equal distribution of weight
 Water resistant and scratchproof
 Unbreakable

Relevance & Importance of the Product
 Customers suffering from several back problems
like slip disc etc.
 Customer require durable and affordable product
 Product helpful during rainy season and for trekking
purpose

Market Analysis
 Focus on the market of backpacks of middle price
range
 Key market trends showing the growth in usage of
backpacks
 Huge market for selling of backpacks with lot of
competition along with growth opportunities

Value of Product and Market share
 Value of the product is proposed to be fixed at $
100 as target customer base is middle class people
 Samsonite has a market share of about 45% in the
baggage and luggage industry around the world
 There is a huge growth opportunity by bringing the
product in the market as its one of its kind

Competitors in the market
 Briggs & Riley is number one
competitor of Samsonite
providing luggage and backpacks
in retail industry
 Rimowa is another top
competitor of Samsonite
engaged in premium travel and
Carry-on luggage
 Eagle Creek is specialized into
accessories and light weight
luggage bags and is a competitor
of Samsonite

Category of Target Customers
 Individuals belonging to middle class families
 Youth population interested in travelling and
trekking
 Old age people having back problems and want to
travel with luggage
 Individual living in hilly areas and areas having high
rainfall

Customer Requirements
 Segregation of weight
equally to all areas of
backpack
 Affordable and Cheap
in price
 Water and Scratch
Resistant
 Warranty and
Guarantee included

Conclusion
 Introduction of backpack in
the market due to growth
opportunities
 Customer adaptation of the
product as usable for target
customers
 Monopoly product in the
market thus increasing
market share and Goodwill
 Preferable to launch market
before the competitors