1. Managing Creative Projects and Teams
Yoon Choi, Eva Foo, Zeqing Hong
10/19/16
02

2. TRAVEL MARKET
p. 2
GLOBAL ONLINE MARKET
in 2103
ONLINE TRAVEL SALES
estimated to be
growing at
annually
ONLINE
TRAVEL
AGENCIES
$150 Billion38%
12%

3. p. 3
LUGGAGE MARKET
SPECIALTY
RETAILERS
GLOBAL MARKET for LUGGAGE
in 2015
LUGGAGE MARKET CHANNELS
2015 2020
32
Billion
67.8
Billion
#1
#2
DEPARTMENT
STORES
- Claimed to be 10 mm
- Leanluxe estimated
to be 40-50 mm
AWAY VALUE

4. 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%
Samsonite
VF Corp
Tumi
Ace
Delsey
Rimowa
VIP

5. 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

6. p. 6
BRANDING
We’re not a luggage company,
but a TRAVEL BRAND
“
“

7. p. 7
BRANDING
VS.
SOCIAL MEDIA

8. p. 8
BRANDINGPINTEREST

9. p. 9
BENCHMARKING
Samsonite
Fiero
$140
22K
followers
Samsonite
ROBO
$198
22K
followers
AWAY
$225
17K
followers
Raden
$295
6.7K
followers
Delsey
Titanium
$300
7.5K
followers
Blue Smart One
$450 7.8K followers
Rimowa
Cabin
Multiwheel
$525
67K
followers
Tumi
19 Degree
$595
63K
followers
INSTAGRAM FOLLOWERS
PRICE
Antler
Liquis
Embossed
$188
28K
followers
- CARRY-ON
- POLYCARBONATE SHELL
- 4 SPINNER WHEELS
- TSA APPROVED LOCK
SHARING FEATURES

10. p. 10
PEERS

11. 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

12. p. 12
WEAKNESS
PRODUCT
- LACK OF COMMUNITY
- LACK OF BRAND ADVOCACY
- NO REPLACEMENT PART FOR BATTERY
- LIMITED PRODUCT OFFERINGS
PUBLIC VOICES

13. p. 13
OPPORTUNITY
PARTNERSHIP
EXPANSION
- TRAVEL ACCESSORIES
- TRAVEL GUIDE
- PRODUCT DESIGN INNOVATIONS
- HOTEL
- AIRLINE
- NON-PROFIT (helprefugees.org.uk)
- GLOBAL EXPANSION
- AIRPORT LOCATION
OFFERINGS

14. p. 14
THREAT
AIRPORT SUPPORT
- POTENTIAL MONOPOLY
- RISING MARKET SALES IN LUGGAGE
- POTENTIAL POLICY CHANGE
COMPETITION

15. p. 15
CUSTOMER SEGMENT
MAINSTREAM CUSTOMER

16. p. 16
CUSTOMER SEGMENT
DOERDREAMER
EARLY ADOPTERS
26-35 year-old
FREQUENT TRAVELER
STYLISH
QUALITY
FINANCIALLY SAVVY
CONVENIENCE
CONNECTED
18-25 year-old
YOUNG PROFESSIONAL
STYLISH
LIFESTYLE
BUDGET
OPTIONS

17. p. 17
CUSTOMER JOURNEY
PACK
PLAN TRAVEL
TO
AIRPORT
CHECK-IN
&
SECURITY
CHECK
WAIT FOR
BOARDING
TRAVEL
TO
DESTINATION
TRAVEL
TO HOTEL
LUGGAGE
CLAIM
UNPACKBOARDING
NEGATIVE NEUTRAL POSITIVE
LEISURE TRIP (FLYING)