Promotion Mix for Samsonite
AIM: To find out the communication mix and promotional tools used by the Samsonite to popularize its product trekking bags and to suggest promotional ideas to make its advertisement and promotion better.
OBJECTIVE: Marketing communication tools are the means by which firm attempt to inform, persuade and remind consumers, directly or indirectly, about the product and brand they sell. In sense, they represent the voice of the company. Marketing communication mix consist of eight major modes of communication – advertisement, sales promotion, events and experiences, public relation and publicity, direct marketing, interactive marketing, word of mouth and personal selling. Now we have to discuss about what tools are used by samsonite to maintain its brand name and value and what tools I can suggest.
INTRODUCTION ABOUT COMPANY: Samsonite Group is one of the world's largest and most recognized designers and distributors in the luggage industry. With a rich heritage that includes nearly a century in business, Samsonite has a proud tradition of developing innovative, high-quality products that integrate style, functionality and design technology to meet the changing lifestyle needs of people on the move. Samsonite's tagline – 'Life's a Journey' – embodies the brand's belief and vision, symbolizing the role Samsonite has in the multi-faceted lives of travelers.
The Samsonite brand was born in 1910 when founder Jesse Shwayder began producing luggage for turn-of-the-century travelers – a small and affluent group who appreciated the Company's unique, durable and finely crafted products. As travel evolved into a mainstream activity, Samsonite's product mix evolved with it, growing to encompass a diverse range of items for a host of travel needs. Along the way, Samsonite continued to anticipate and fulfill the changing requirements of travelers by introducing a string of "firsts", including the first matching luggage sets, the first lightweight luggage and the first wheeled
OBJECTIVE: Marketing communication tools are the means by which firm attempt to inform, persuade and remind consumers, directly or indirectly, about the product and brand they sell. In sense, they represent the voice of the company. Marketing communication mix consist of eight major modes of communication – advertisement, sales promotion, events and experiences, public relation and publicity, direct marketing, interactive marketing, word of mouth and personal selling. Now we have to discuss about what tools are used by samsonite to maintain its brand name and value and what tools I can suggest.
INTRODUCTION ABOUT COMPANY: Samsonite Group is one of the world's largest and most recognized designers and distributors in the luggage industry. With a rich heritage that includes nearly a century in business, Samsonite has a proud tradition of developing innovative, high-quality products that integrate style, functionality and design technology to meet the changing lifestyle needs of people on the move. Samsonite's tagline – 'Life's a Journey' – embodies the brand's belief and vision, symbolizing the role Samsonite has in the multi-faceted lives of travelers.
The Samsonite brand was born in 1910 when founder Jesse Shwayder began producing luggage for turn-of-the-century travelers – a small and affluent group who appreciated the Company's unique, durable and finely crafted products. As travel evolved into a mainstream activity, Samsonite's product mix evolved with it, growing to encompass a diverse range of items for a host of travel needs. Along the way, Samsonite continued to anticipate and fulfill the changing requirements of travelers by introducing a string of "firsts", including the first matching luggage sets, the first lightweight luggage and the first wheeled