Promotion Mix for Samsonite

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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 suitcases, to name just a few. Today, the global travel industry continues to grow, and Samsonite continues to lead through the continuous introduction of innovative technologies, materials and design concepts, which we market through some of the most recognized brand names in the world. And while each of our brands is specifically focused on its own clearly defined customer group, every product we create continues to embody the same values on which Samsonite was founded – high quality, fine craftsmanship, exceptional reliability and enduring style. ABOUT TREKKING BAGS:

Special bag for digital photo and video cameras
Comfortable access to the equipment, lid-opening away from the body •Flat front compartment for memory cards
Mesh pocket integrated in the lid
Carrying handle, shoulder strap and belt loop
Rain-protection cover

Secondary research: For find out the various communication tools used by Samsonite , secondary research has been done. With the help of internet, various site related to samsonite, its website, its communication tools are search with hard work and analysis is done to reach at conclusion. OBSERVED COMMUNICATION COOLS USED BY SAMSONITE:

Internet: The main communication tool samsonite is internet. Through the help of various e-shopping site like and it sell their product. On these site, different attribute of trekking bags, their price and various offer with these bags. Electronic media (T.V.) and sponsorship: CNN International has announced that Samsonite will sponsor its new multi-platform feature series, ‘My City, My Life'; a program where celebrities show audiences the highlights of their favourite cities. The sponsorship has taken effect from 3rd May 2008, signals the premium travel brand's first television advertising campaign in four years and is a significant evolution of Samsonite's traditionally spot-driven...
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