Managing Creative Projects and Teams

Yoon Choi, Eva Foo, Zeqing Hong10/19/16

02

TRAVEL MARKET

p. 2

GLOBAL ONLINE MARKETin 2103

ONLINE TRAVEL SALESestimated to be

growing at

annually

ONLINE TRAVEL AGENCIES

$150 Billion38%

12%

p. 3

LUGGAGE MARKET

SPECIALTY RETAILERS

GLOBAL MARKET for LUGGAGEin 2015

LUGGAGE MARKET CHANNELS

2015 2020

32Billion

67.8Billion #1

#2 DEPARTMENT STORES

- Claimed to be 10 mm- Leanluxe estimated to be 40-50 mm

AWAY VALUE

p. 4

LUGGAGE MARKET

MARKET SHARE of the GLOBAL LUGGAGE MARKET in 2010 by company

Others 81.8%9.6%

Acquisition 20163.1%1.6%1.5%1.2%0.6%0.6%

SamsoniteVF Corp

Tumi

AceDelsey

RimowaVIP

p. 5

KEY MARKET DRIVER

Tourist traffic & Air travel

Airline baggage fee

Innovations in product design &

quality

Middle class population

International migration

Demand for stylish carry-on bags

PRODUCTTRAVEL

p. 6

BRANDING

We’re not a luggage company,

but a TRAVEL BRAND“

“

p. 7

BRANDING

VS.

SOCIAL MEDIA

p. 8

BRANDINGPINTEREST

p. 9

BENCHMARKING

SamsoniteFiero$14022K

followers

SamsoniteROBO$19822K

followers

AWAY$22517K

followers

Raden$2956.7K

followers

DelseyTitanium

$3007.5K

followers

Blue Smart One$450 7.8K followers

Rimowa Cabin

Multiwheel$52567K

followers

Tumi19 Degree

$59563K

followers

INSTAGRAM FOLLOWERS

PR

ICE

Antler Liquis

Embossed$18828K

followers

- CARRY-ON- POLYCARBONATE SHELL- 4 SPINNER WHEELS- TSA APPROVED LOCK

SHARING FEATURES

p. 10

PEERS

p. 11

STRENGTH

DIRECT TO CUSTOMER

MARKET

- BRAND IMAGE- STORY- SOCIAL MEDIA- PR

- AFFORDABLE- ELIMINATE MIDDLEMAN- COMPLETE CONTROL

- NOT A NICHE MARKET- ROOM TO EXPAND

BRANDING

p. 12

WEAKNESS

PRODUCT

- LACK OF COMMUNITY- LACK OF BRAND ADVOCACY

- NO REPLACEMENT PART FOR BATTERY- LIMITED PRODUCT OFFERINGS

PUBLIC VOICES

p. 13

OPPORTUNITY

PARTNERSHIP

EXPANSION

- TRAVEL ACCESSORIES- TRAVEL GUIDE- PRODUCT DESIGN INNOVATIONS

- HOTEL - AIRLINE- NON-PROFIT (helprefugees.org.uk)

- GLOBAL EXPANSION- AIRPORT LOCATION

OFFERINGS

p. 14

THREAT

AIRPORT SUPPORT

- POTENTIAL MONOPOLY- RISING MARKET SALES IN LUGGAGE

- POTENTIAL POLICY CHANGE

COMPETITION

p. 15

CUSTOMER SEGMENTMAINSTREAM CUSTOMER

p. 16

CUSTOMER SEGMENT

DOERDREAMER

EARLY ADOPTERS

26-35 year-oldFREQUENT TRAVELER

STYLISHQUALITY

FINANCIALLY SAVVYCONVENIENCECONNECTED

18-25 year-oldYOUNG PROFESSIONAL

STYLISHLIFESTYLEBUDGETOPTIONS

p. 17

CUSTOMER JOURNEY

PACK

PLAN TRAVEL TO

AIRPORT

CHECK-IN&

SECURITY CHECK

WAIT FOR BOARDING

TRAVELTO

DESTINATION

TRAVELTO HOTEL

LUGGAGE CLAIM

UNPACKBOARDING

NEGATIVE NEUTRAL POSITIVE

LEISURE TRIP (FLYING)