Global_Branding

Global Branding Application Exercise On Indian Luggage Industry 1. Objectives: · To analyze the moulded luggage industry and its structure to highlight various kinds of pricing strategies followed by different brands. · To frame considerations to be taken into account while formulating the pricing strategies if a brand wants to launch soft luggage. · To establish specific and appropriate pricing strategies which may help a brand to formulate promotional strategies. 2. Overview of the Indian moulded luggage industry: The Indian luggage industry has evolved in a most unique fashion mostly due to the peculiarities specific to market conditions in India. From the era of cloth bundle commonly used up to 70 years ago (symbolized by Raj Kapoor in “Awara” and “Shree 420”), the Indian traveler has used various types of luggage to finally arrive at moulded and soft luggage in the past couple of decades. We first look at the evolutionary phases of this industry: 2.1 Phases witnessed: · Pre 1970: The pre-1970 era saw metal trunks (Metal Box), ply-board cases and hard leather cases (Durable Leather, etc.) being extensively used by the Indian traveler. These luggage were low on convenience and often heavy by themselves. Barring very few players, most of the demand in this market was catered to rs, range, premium, product, market, vip, products, pricing, segment, priced, samsonite, price, luggage, value, features, safari, travel, strategy, offering, brand, soft, popular, odyssey, large, strategies, customer, vip’s, offerings, marriage, lower, lock, higher, focus, american, alfa