Mini Project On Consumer Behavior: Suitcase

Mini project on consumer behavior
Suitcase
Submitted by: Dara ranga sweamy Rollo no : 01113a20 Synergy school of business
contents
HISTORY
INTRODUCTION
VARIATIONS PLAYERS VIP INTRODUCTION PROMOTIONAL STRATEGY
CONCLUSION
REFERANCE
HISTORY:
Originally, suitcases were made of wool or linen. Leather also became a popular material for
suitcases. It was used to cover wood suitcases or just on its own for collapsible suitcases. It is difficult to document all the materials suitcases have been made out of. During covered wagon times trunks were a popular form of transporting goods. The ride was rough, so the luggage had to be strong . The theme of suitcases becoming less cumbersome over time could be directly related
INTRODUCTION:
A suitcase is a general term for a
distinguishable form of luggage. It is often a somewhat flat, rectangularshaped bag with rounded/square corners, either metal, hard plastic or made of cloth, vinyl or leather that more or less keeps its shape. It has a carrying handle on one side and is used mainly for transporting clothes and other possessions during trips. It opens on hinges like a door. Suitcases lock with
VARIATIONS:
Some suitcases that include a
telescopic handle and wheels are known as trolley cases. Trolley cases typically have two fixed wheels on one end with the handle located on the opposite for vertical movement.
PLAYERS:
American Tourister Aristocrat Bulchee Delsey Elan Fantasy Footloose Genius
iCarbon LaSalle Liviya Safari Samsonite Season Space Season State Express VIP
Giordano
Harrissons
VIP INTRODUCTION:
under the ModVIP Industries Ltd is world second largest
and Asias largest luggage maker based in Mumbai Maharashtra, India. The company manufactures plastic moulded suitcases, handbags, briefcases, vanity cases and luggage. It has acquired UK luggage brand Carlton in 2004. It provides travel products, hard and soft-sided luggage, bags, backpacks, duffels, shoulder bags, waist pouches, sling bags, duffel trolleys, vanity cases, office bags and satchels, suitcases, and briefcases. The company offers its products primarily under the VIP, Carlton, Footloose, Alfa, Aristocrat, Skybags, and Buddy brands. It also manufactures molded furniture erna brand.
PROMOTIONAL STRATEGY:
Vip bye bye strategy:
VIP is the undisputed market leader in Rs 1200 ( some say it is 600 crore) crore Indian Luggage industry. Launched in 1971 VIP aimed to capture the market dominated by unorganized sector. Indian Luggage market is largely consisting of soft luggage and moulded luggage.
The luggage market is going through a tough time with low demand and stiff competition from unorganized sector. In India since the frequency of travel is low, the luggage manufacturers are facing a unique problem. The product is a high involvement product at the time of purchase but after the purchase the interaction with the product is limited. Hence marketers find it tricky in keeping their brand at the top of the mind of customers.
VIP has establisbuilding. VIP was the first to introduce non reversible multi safe lock, soft grip handle, dual action lock and hed itself in the Indian market using product innovations, stress on quality and brand central locking system. These innovations together with brand building made VIP a market leader. Then VIP faced the problem faced by most of the giants: the brand becoming generic to the category and local brands eating into the share of the company. While VIP was very dominant in the mid- segment, it had no presence in the luxury segment. Samsonite posed a major threat to VIP and garnered a market share of about 35% in the luggage market with in a short period of time. This forced VIP to seriously reconsider its marketing strategy. To counter the threat of Samsonite,
Thus originated the Bye- Bye campaign with a very youthful imagery that appealed
more the new generation travelers.

The baseline was changed to Happy journey thus attempting to own the concept of
traveling.
o The new campaigns were supported by new ranges of o
o o o
products. The sub brands of VIP include Delsey (international brand from France) to capture the premium segment, Footloose: the trendy bags for the youth, Buddy: school bags and Alfa: value for money segment. VIP is a market leader that is trying hard to retain its leadership position. It had failed to create barriers for competition by keeping many categories open for competition to enter. Now also leather bag category is now seeing lot of action with big players like Hidesign taking the lead. VIP does not have a presence in this segment.
But with its strong brand equity and ability to change with the consumer trends will help VIP in its future battles.
CONCLUSION:
My conclusion is that as the 2nd leading brand in
the world market of suitcase it is performing well compared to other brands. As the vip innovative ideas make them strong in their perfomance The promotion strategy like bye bye also make them more strong in the consumer mind. Most of the consumers are now using the vip brand. 6 out of 10 members are using the vip products.
REFERANCE:
GOOGLE
WIKIPEDIA
ASKETC
SUBMITTED TO: MISS MEGHANA MAM PROF CONSUMER BEHAVIOUR SYNERGY SCHOOL OF BUSINESS.

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Mini project on consumer behavior

more the new generation travelers.

o The new campaigns were supported by new ranges of o

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