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Branded Luggage

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DSS 21106 AdverMsing Management Campaign

Delsey – Client Team TA1 Cham Ka Yan Polly Chui Tsz Shan Didian Koon Tsz Ling Cuby Lai Paak Ling Paakling Leung Hoi Man Niki Leung Wing Nam Erica Tsai Chi Ho Harold Tse Lai Shuen Sherry Wong Yi Tsang Anna 52214988 52213200 52214349 52235277

52214546 52213574 52215844 52215764 52213629

1

Delsey -­‐ Background: • Founded: France in 1946 • Founder: Delahaye Seynhaeve brothers • Name: The company named by the Founder who are Mr. DELAHAYE and the • Slogan: Travel Smart SEYNHAEVE brothers, they combine their name – DELSEY

• Head office: France • Business: Delsey Design, an integrated research and creaMon laboratory of 7 designers has implemented a consistent creaMve approach. Delsey designers draw their inspiraMon from a range of rich and unique spheres (as fashion, car and sport industry) focusing their creaMvity to invent ever more innovaMve luggage

2

Delsey -­‐ History: 1946 The Seynhaeve brothers joined with Mr. Delahaye and together created the DELSEY brand 1972 The revolution: the first rigid suitcase on wheels 1975 Creation of a rigid luggage in injection-moulded polypropylene 1984 First semi-rigid ‘Helium’ suitcase built on an injected monobloc frame 1993 Creation of the ‘Dual Drive’ concept, a rolled suitcase on 2 or 4 wheels 1999 Wheels pack system (patented) stopping wheels scraping against the back 2001 Creation of the largest and lightest polypropylene suitcase in the world 2006 Easy removable wheel system (patent pending) 2008 First fiberglass structure with shape memory (patent pending) 2009 Introduction of the lightest soft suitcase in the world 2010 Launch of Zip Securi Tech, an exclusive security innovation (patented) 3

Delsey-­‐ Trademark Information

4

• The Trademark: Delsey®

Delsey-­‐ Trademark Registration

5

Delsey -­‐ Spirit: • DELSEY creates LIGHT and DESIGN luggage with HIGH QUALITY standards • No compromises on FUNCTIONALITIES • Discovers the equaMon between lightness and resistance • DELSEY LUGGAGE ARE SUBJECTED TO RIGOROUS TESTS OF QUALITY FOR HOMOLOGATION • Enjoy the perfect balance between useful and essenMal funcMons

6

Delsey -­‐ Spirit: Design & Innova@on are … •

FOCUSED on your needs DETERMINED on innova@on SHINING AHEAD so you can feel the difference

7

Delsey – Innovations
• Totally 10 InnovaMons from 1972 – 2010 • 1972: The 1st trolley hardside suitcase with wheels • 2001: World’s largest hardside polypropylene suitcase • 2009: The lightest DELSEY soa suitcase • 2010: ZIP SECURI TECH 8

Delsey – Innovations

2010 -­‐ ZIP SECURI TECH

2009 -­‐ The lightest DELSEY 9 soa suitcase

Delsey – Awards
• Totally 9 Design Awards • Best product of the year in Cannes Tax free Word-­‐wide ExhibiMon • Special award at the Paris leather goods fair • ILM Offenbach award for innovaMve design 1975 : French Export Oscar Award 1987 : French Export Oscar Award for excepMonal performance

1992: Product of the Year Award from the BriMsh luggage associaMon

1998 : Cannes Tax free Word-­‐wide ExhibiMon, best product of the Year 2004 : Special award at the Paris leather good fair 2006 : NominaMon for InnovaMon during the Milano Impel exhibiMon 2009 : ILM Offenbach award for innovaMve design 2010 : Nominated by Observeur du design 2011 : Nominated by Observeur du design

10

11

Delsey – Kapferer’s Branding System Delsey Travel Business
Endorser
Brand

Travel NecessiMes

Delsey school

Umbrella Brand

12

Endorsing brand

Line Brand

Umbrella Brand

13 Product Brand

Endorsing brand
Umbrella
Brand

Line Brand

14

Endorsing brand Umbrella Brand Line Brand

Product Brand

15

Delsey •

Endorser brand Umbrella brand ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― ― TELESCOPIC TROLLEY CART FOLDABLE TROLLEY CART LUGGAGE SCALE AUTOMATIC POCKET UMBRELLA DRY BOX SAFETY CABLE POCKET UMBRELLA TRAVEL PILLOW ERGONOMIC TRAVEL PILLOW DE LUXE HANGTAG TRAVEL CUSHION FOR THE BACK SET OF 2 PROTECTION COVERS FOR SHOES AND LAUNDRY SET OF 3 PROTECTION COVERS FOR SHIRTS, UNDERWEAR AND SOCKS TRANSPARENT POUCH FOR LIQUIDS AEROSOLS AND GELS TSA LUGGAGE STRAP WITH 3¡VDIGIT COMBINATION LOCK DELUXE UNIVERSAL ELECTRICAL PLUG ADAPTOR 16 WITH USB CONNECTION

Travel Necessi@es • FOLDABLE TRAVEL BAG • FOLDABLE BACKPACK • FOLDABLE SHOPPING BAG • TOILETRY ORGANISER SIZE L • WET PACK • REPORTER BAG • ORGANISED BELT BAG • SMALL VERTICAL REPORTER BAG • MULTIFUNCTION BELT BAG • TOILETRY ORGANISER SIZE S • DOCUMENT HOLDER WITH ZIPPED CLOSURE • NECK BAG • WAIST BAG • EXPANDABLE SUITCASE COVER L/XL • EXPANDABLE SUITCASE COVER M/L • DOCUMENT HOLDER WITH ELASTIC CLOSURE • TRAVEL COMPANION • VERTICAL MULTIFUNCTION POUCH SIZE M/L • HORIZONTAL MULTIFUNCTION POUCH • VERTICAL MULTIFUNCTION POUCH SIZE S/M • 3 ZIP POUCH • CLOTHES COVER • MULTIPOCKET HOLSTER BAG • 2 FUNNY HANGTAGS • DIGITAL LUGGAGE SCALE Product • 3¡VDIGIT COMBINATION PADLOCK brand

DELSEY

Endorser brand

DELSEY SCHOOL

Umbrella brand

1–CPT ROUND BACKPA CK

31 CM 1– GUSSET SCHOOL BAG

LARGE PENCIL CASE DUO BOX

LUNCH BAG

2–CPT PENCIL CASE

PENCIL CASE DUO BOX

VERTIC AL WPS TROLLE Y BACKPA CK

HORIZO NTAL WPS TROLLE Y BACKPA CK

44 CM 2– GUSSET SCHOOL BAG

40 CM 2– GUSSET SCHOOL BAG

2–CPT ROUND BACKPA CK

17 Line brand

Product Aoributes
18

Delsey Commitment to Quality • DELSEY Luggage are subjected to rigorous tests of quality 1. Wheels

2. Shells

3. Shoulder and carry straps

4. Sliding closures

5. Buckle and metal parts finishes

19

Delsey Commitment to Quality (1) 1. Wheels

-­‐ Wheels are made to carry fully loaded luggage over 30 kilometers of abrasive surfaces and obstacles

è Able to surmount such abrasive surfaces and obstacles and durable Being pulled down to the stairs Being pulled on the flat floor 20

Delsey Commitment to Quality (2) 2. Shells -­‐ the loaded suitcase is placed one meter above the ground. It is then dropped in 26 different Places -­‐ producing a total of 26 impacts.

è Ensure the luggage is not easy to be broken nor accidentally opened even fall down in a height

21

Delsey Commitment to Quality (3) 3. Shoulder and carry straps -­‐ are tested by being raised/lowered several thousand Mmes.

è Ensure the luggage is durable for carrying

22

Delsey Commitment to Quality (4) 4. Sliding closures -­‐ can be opened and closed 5,000 Mmes, the equivalent of 5 years’ normal everyday use.

Repeatedly being opened and closed for 5,000 Mmes è To guarantee the zippers are durable and capable to cope with normal everyday use

23

Delsey Commitment to Quality (5) 5. Buckle and metal parts finishes -­‐ are subjected to extreme corrosive and weather condiMons to test resistance to rust. Fabrics have to pass tear resistance tests.

è Guarantee the luggage are durable in materials and surmount most environmental changes

24

Delsey – CODE SECURI TECH § Every luggage that has a unique code or CODE SECURI TECH. • registraMon on our partner’s site RegProtect, via DELSEY.com à opMmizes your chances of finding lost luggage by using the Internet to put you in contact with the finder. àAble to find the luggage back even there is a mistake of being taken by others

25

Delsey – ZIP SECURI TECH • Exclusive Delsey anM-­‐thea innovaMon • Unique major technological revoluMon and innovaMve secure closure system • Strength efficiently combats risk of luggage

26

Delsey – Luggage Security Locks • TSA LOCK • Used by American TransportaMon Security AdministraMon (TSA) • Allows the US authoriMes to check your luggage without damaging it

27

Delsey – Luggage Security Locks COMBINATION LOCKS

Ø Ensuring effecMve protecMon for personal belongings COMBINATION PADLOCKS

Ø Can insert on certain luggage in the middle zipper and pocket for extra security

28

Delsey’s Exclusive Design § Delsey commitment to design and technology • Delsey has its own design laboratory to develop exclusive innova@ons and patents • Every product created and designed in France, at the very curng edge of technology Ø Quality and magneMsm is guaranteed

29

Delsey – Individualism Luggage • Customer can put on their favorite painMng or picture on the hardside luggage for free Ø Every Saturday and Sunday they will demonstrate in the 3 retail store at 12pm, 3pm and 6pm

30

Delsey – Guaranteed Warrants § INTERNATIONAL WARRANT

• All DELSEY products are guaranteed 5 years • Using high specifica@on materials and subjected to stringent quality controls • Guarantees world-­‐wide • Against any manufacturing defects under the terms of the condiMons described on the guarantee coupon inside the luggage.

31

Delsey – Ultra Light Weight

• Lightweight, the concern essenMal issue for all Delsey product • Lightened up the average weight of a luggage by 1.1kg to 2.1kg for soa ranges and up to 1.2 kg for its hard ranges Ø Fiber Lite (Offering extreme lightness) Ø Lite Gloss (Lightness for hardside) Ø X’Pert Lite (ExperMse serving light weight) Ø Secur-­‐lite (Combining security, resilience and light weight)

32

Partnership -­‐ Delsey Camera Bags • In 2001, AGENA and DELSEY started the development of a camera bag collecMon -­‐ called Delsey Camera Bags.

33

Partnership -­‐ Delsey Camera Bags • Inspired by the French Delsey styling, we developed a superb collecMon of bags ideally suited for photographic equipment. Each and every model of the Delsey camera bag collecMon has been carefully studied to saMsfy the photographers' specific requirements, such as extra padding, easy accessibility and opMmum carrying comfort, while maintaining that typical "French" touch of class.

34

Partnership -­‐ Delsey Camera Bags • Products include : BACKPACKS, BELT BAGS / POUCHES, NOTEBOOK CASES, SHOULDER BAGS, SWING BAGS, TROLLEY BAGS, ZOOMSTERS • This cooperaMon help Delsey to expand their business to different fields

35

Partnership -­‐ Biztrails

• Delsey work with Biztrails.com which is operated by BCD Travel Germany. • Biztrail.com provide travel informaMon to the consumer • Biztrail.com will insert some informaMon of Delsey in the arMcles that introduce the places around the world. • This cooperaMon help Delsey to reach the target consumer

36

Price of Delsey

• Price range of Delsey HKD$900-­‐$5,000

37

Delsey -­‐ Distribution (Place) • BouMque Store v Hysan Avenue

Shop10, G/F, Empire Court, 2-­‐4 Hysan Avenue, Causeway Bay v Windsor House

Shop306, 3/F Windsor House, 311 Gloucester Road, Causeway Bay v Mody Road

Shop1, FHP Shopping Centre, 31 Mody Road, Tsim Sha Tsui • Retail Store v Admiralty

Shop46, 1/F, Admiralty Centre, 18 Harcourt Road, Admiralty Ø Causeway Bay, Tsim Sha Tsui are very famous shopping spot in Hong Kong àconvenient for consumer for purchase Ø Admiralty is one the commercials heart in Hong Kong àtarget to the middle class managers

38

Delsey -­‐ Distribution (Place) • Department Store v Sogo (Causeway Bay) v Wing On (Sheung Wan, Taikoo Shing, TST East, Jordan)) v Yue Wah Pak Lane (TST) v Sincere (Sheung Wan, Mongkok, Tseun Wan) v CiMstore (Tsuen Wan, Tai Kok Tsui)

Ø Located in Hong Kong famous shopping spot Ø Evenly distributed in Hong Kong Ø People can recognize the brand easily when they go to these department stores 39

Delsey – Target Consumers (B2C)
• -­‐ -­‐ -­‐ -­‐ -­‐ Demographic: Age: 30-­‐50 years old Gender: Male and Female EducaMon level: University graduates Income: $25,000-­‐$50,000 OccupaMon: mature execuMves, managerial level, senior execuMves, decision maker

• Psychographic -­‐ Social class : Middle to high -­‐ Lifestyle: frequent traveller, enjoy quality of life, fashion oriented, willing to try new things(early adopter), art lover, care about self image

40

Delsey – Target Consumers (B2B) • The company § which employees need to travel a lot e.g. the airlines § Which need extra security level when travelling

Eg. Cathay Pacific

41

Positioning
Quality

Price
42

Promotion Review
ObjecMve
of the promoMon -­‐ To increase the exposure of the Delsey product line like Keep n’ Pack, Inbox and D’way -­‐ To increase the brand awareness of Delsey -­‐ DuraMon: 1st January 2011 to 31st December 2011 The proporMon of expense usage of the campaign

PR
0%

Adver@sing 60%

Event 20%

Sponsorship
0%

Sales promo@on
20%
43

Advertising coverage in the Campaign
• Print AdverMsement

Date 27th May, 2011 13th Jun, 2011 7th Jul, 2011 16th Jul, 2011 18th Jul, 2011 25th Jul, 2011 1st Aug, 2011 21st Nov, 2011 2nd Dec, 2012 5th Dec, 2011 15th Dec, 2011 Vehicles U magazine Weekend Weekly Headline Daily Express Weekly TVB Weekly TVB Weekly TVB Weekly Weekend Weekly U magazine Weekend Weekly Metro pop Format Full page Full page 10*3(cm*col) Full page Double page spread Double page spread Double page spread Full page Full page Full page Full page 44

Advertising coverage in the Campaign
• Out door AdverMsement

Date 2nd Feb, 2011 4th Feb, 2011 th Vehicles Road show Road show

Format 15s 15s 15s 15s

Road • 5 Feb, 2011 Online AdverMsement show 6Th Feb, 2011 Road show

Date 27th Aug, 2011

Vehicles inMagazine.com.hk

Format News Today 45

Flow Chart

2011CALENDAR YEAR MEDIA PLAN
2011 Calendar MEDIA
2 JANUARY FEBRUARY MARCH APRIL 10 17 24 1 MAY

JUNE 3 JULY 10 17 24 31 7 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBE R 9 16 23 30 6 13 20 27 6 13 20 27 3 8 15 22 29 5 12 19 26 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25

Newspaper
Headline Daily

Magazine
U magazine Weekend Weekly Express Weekly TVB Weekly Metro pop

OutDoor

Road show

Online media
Inmagaine.com.h k

46

Total adver@sing expenditure: $1,111,750

Media Selection
1) Print AdverMsement Ø Newspaper Headline Daily

à One of the highest circulaMon of free newspaper in Hong Kong à Widely distribute among Hong Kong à Mass reach

Ø Magazine

U magazine and Weekend Weekly à Contain lots of informaMon about travelling à People who want to go travelling will search informaMon from this magazine à AdverMsement place in this magazine can reach the target consumer à Especially those frequent travellers

47

Media Selection 1) Print AdverMsement Ø Magazine

Express Weekly ( 快週刊) and TVB weekly à Contain many gossip news à The reader are mainly the female à Delsey can reach the female customers

Metro Pop à Free distribute in MTR staMon à Contain lots of arts and lifestyle informaMon à Can reach our target consumer especially art lovers and people who enjoy quality of life

48

Media Selection
2) Outdoor adverMsement Ø AdverMsement on Road Show

à The roadshow adverMsement can play on every CityBus à Every CityBus can play the Delsey adverMsement à Mass reach

Ø E-­‐banner à Middle class always busy with work and work on the computer all the Mme à They always surf the Net à Increase the opportunity to see the ad 49

Advertising coverage in the Campaign

50

Advertising coverage in the Campaign

51

Event • • • • • PromoMon of the new product of Delsey Event:Delsey Luggage Event launch of new product Time:2011-­‐07-­‐07 1:00pm Venue:Windsor House, Causeway Bay Guest : Bosco Wong, Linda Chung

52

Sales promotion
• Delsey work with CiMbank • If the customers use CiMbank’s credit card to purchase any product of Delsey, they will get 10% off discount

53

Delsey – SWOT (Strength) Ø Exclusive Design à they have nominated many Mmes for the best luggage design Ø Product Individualism à consumer can put their own favorite painMng on the hardside luggage Ø High security level à the zip securi tech and combine padlock guaranteed the safely level of the luggage Ø Product quality guaranteed à they have used the fine material and technology to make the luggage and pass many testes before the product put on shelf Ø Wide range product variety à they have provided lots of different kind luggage for consumer to select E.g the business line, the kids collecMon

54

Delsey – SWOT (Strength)
Ø Many distribuMon channels among Hong Kong– they have set up the counter in department stores which located all over Hong Kong and opened their own retail stores to make purchase more convenient Ø InternaMonal warranty à Delsey provides 5 years internaMonal warranty Ø Wide distribuMon channel among the world, coved 110 countries Ø Long corporate history à Over hundred years history with posiMve image Ø Division of business à not only focus on luggage market but also the partnership on other business

55

Delsey – SWOT (Weakness) Ø Low brand recogniMon – not much people know about this brand Ø Do not have concept shop and flagship store in Hong Kong Ø Rather short warranty period – compeMtors provided 10 year warranty, double Mme than Delsey giving Ø RelaMvely less distribuMon channels in the New Territories in Hong Kong Ø Does not hold an effecMve and comprehensive promoMonal campaign, no one remember the adverMsing of Delsey and very few interviewees recognize Delsey Ø Does not provide online selling services àinconvenient for the consumers à they can only purchase the products in the stores but not on the Internet whereas other brands do provide online selling service

56

Delsey – SWOT (Opportunity) • Can use Hong Kong as the stepping stone to enter into the China market

à Nowadays many Chinese tourist visit Hong Kong and go shopping in Hong Kong especially the tourist spot like TST, Mong Kok, Central etc à When Delsey can conduct a well organized promoMonal campaigns and develop the market in Hong Kong à Not only the Hong Kong people start to aware and pay aoenMon to this brand, but also the powerful Mainlander Chinese will à have a high opportunity to success in the great China market à China has to many regulaMons and limitaMons à beoer develop well in Hong Kong market to reach both Hongkongers and Mainland Chinese

57

Delsey – SWOT (Opportunity)
• Develop distribuMon channel in New Territories à They can distribute the products by selling in the department store like YATA which located in New Town Plaza à The middle class that live in the place like City 1 Sha Tin always go shopping in New Town Plaza

• To join the trade show held by TDC à TDC always organize different trade show or exhibiMon for the retails à Delsey can join the Travel goods trade show to turn the brand into a high profile one

58

Delsey – SWOT (Opportunity) • Joint venture with other famous designers

à Delsey is a brand pay much effort into innovaMon àjoin venture with other famous is totally much with the objecMve and the image of the company à With the joint ventures acMviMes à create noise and more importantly can raise the awareness by using the name of the famous designers

• Can Create the Hong Kong website àCreate the Hong Kong website is the way to localizaMon, this can help the company to fit themselves in the Hong Kong market

59

Delsey – SWOT (Threats) Ø Lots of compeMtors – Hong Kong is a very compeMMve market Ø Strong compeMtor – Samsonite already well develop in Hong Kong , hard to compete with such a keen compeMtor in a short period of Mme Ø During the economic downturn period à the number of people go to travelling decreases à reduce the needs for buying travel Goods Ø There are too many counterfeit suitcase in the market esp. in China

60

Delsey Competitors

61

Delsey Competitors Source of ProducMo n: History: Germany France Swiss England USA

114 years

66 years

125 years

(1996 start Selling suitcase)

Over 90 years

Over 100 years

Price:

3000-­‐12000

5000-­‐11000

1000-­‐5000

1200-­‐2400

1000-­‐6500

Product:

Focus on Hardside luggage only Flagship, department store(lane Crawford)

Only have luggage

Watch, perfume, Swiss Army Knives, Luggage Retail store

Luggage, travel wear And acsessory Department store only

Luggage, Travelling related product Retail store, Department store

DistribuMo n:

Retail Store, Department Store

62

Delsey Competitors – Samsonite Samsonite Age Life Stage 35 – 50 Adult Samsonite Black Label 35 – 50 Adult Senior manager Focus on brand name and style Stylish , Premium Samsonite Red 20 – 30 Youth, Young adult American Tourister 20 -­‐ 30 Youth, Young adult

Professional, OccupaMon management level Lifestyle Pay aoenMon to quality

University University students, Student, Fresh graduated Fresh graduated Trendy Young, Causal Fashionable Fashionable, Quality with reasonable price HK$700-­‐$3500

Professional , Brand Style FuncMonal Price HK$1000-­‐$6500

63

HK$3001-­‐$6000 HK$1000-­‐3000

Delsey Competitors – Samsonite Product A^ributes • Samsonite Lab • Warranty Informa@on 1. TSA Lock 2. Samsonite • Curv® material • InnovaMon design 3. Samsonite Black Label • Crossover premium collecMons by designed fashion designers 4. Samsonite Red • Young, Stylish, Vibrant, simple but striking 5. American Tourister • Spinner Wheels • Light materials

64

Delsey Competitors – Samsonite Innova@ve design • Innova@ve structural design and construc@on • B-­‐Lite™: Design for lightness • Samsonite’s lightest ever soa suitcase designed and engineered to deliver extreme lightness, combined with amazing strength • the lightest structured soa-­‐side collecMon we know of on the market • well-­‐balanced mix of design and funcMonality • look good in all situaMons, arriving in style and comfort

• Highest quality zipper • ◊ extremely long life Protect your back

65

Delsey Competitors – Samsonite • DistribuMon Channel • Sold in more than 37,000 points of sale (36,384 wholesale points of sale + 734 retail points of sale) in over 100 countries by the various distribuMon channels

Samsonite Group's retail points of sale Samsonite Owned Stores

Wholesale points of sale
Department
stores and shopin-­‐ shops

Luggage specialty stores

Network of Preferred dealers.

Mass merchants

66 internet retailers and other Smaller channels.

Delsey Competitors – Antler
1. 2. 3. 4. 5. 6. 7. 8. Free Delivery Light weight TSA locks Capacity stated Ultra smooth wheels Antler 10 Year warranty Revela@on 7 Years Warranty Casual Bag 1 Year Warranty
67

Delsey Competitors – Antler

68

Delsey Competitors – Antler
• Demographic -­‐ Age: 30-­‐50 years old -­‐ Gender: Mainly Male

• Psychographic -­‐ Social class : middle class White Collar -­‐ Lifestyle: travel a lot to have meeMngs in different country -­‐ High brand loyalty, studied aboard before

69

The distribution policy of Antler in HK
Sogo

-­‐ Tsim Sha Tsui -­‐ Causeway Bay

Yata

-­‐ ShaMn -­‐ Lok fu

Wing on

-­‐ Tai Koo -­‐ Sheung Wan -­‐ Tsim Sha Tsui

Jusco

-­‐ Quarry Bay -­‐ Whompoa -­‐ Tseung Kwan O

Sincere

-­‐ Sheung Wan

• There is no flagship store of Antler in Hong Kong àOnly sell in the department store àNo district can be chosen

70

Delsey Competitors – Rimowa
Product
Aoributes 1.High Quality 2.Perfect Handicraa • Aluminum à Light • Structure of Aluminumà Stable, light weight • Waterproofing system • Polycarbonate à Bombs back into shape automaMcally , novel, impossible to destroy

71 71

Delsey Competitors – Rimowa
The
lock casing -­‐Hard metal -­‐IndestrucMble.

The automaMc opening mechanism can be acMvated only with your personal combinaMon.

UNDER LOCK AND KEY

SECURITY WITHOUT LIMITS Newly developed locks developed by the TransportaMon Security AdministraMon (TSA) 72 72

Delsey Competitors – Rimowa
Repair
workshop 1.professional help – with replacement parts and service at select repair shops. 2. Repair services in selected top hotels -­‐ Hotel's guests can leave their suitcase at the recepMon -­‐ Repaired and get it back within 24 hours

73 73

Delsey Competitors – Rimowa
• Around HKD$3,000 to HKD$12,200 for all of the product • Most of the product are mainly around HKD$4,000 – 6,000 The price of difference product line: Salsa Air Salsa Salsa Deluxe Bolero Limbo HKD$3,710 – 4,880 HKD$3,000 – 4,880 HKD$4,020 – 6,440 HKD$3,080 – 4,880 HKD$4,760 – 7,570 74 74

Delsey Competitors – Rimowa
The price of difference product line: Topas Topas Titanium Silver Integral Classical Flight Pilot AMache HKD$4,120 – 7,100 HKD$8,500 – 12,170 HKD$4,870 – 8,900 HKD$4,120 – 4,870 HKD$6,470 – 7,100 HKD$4,760 -­‐‑ 5,850 75 75

Delsey Competitors – Rimowa
DistribuMon
policy
Flagsh ip store

Rimowa
Rimow a Stores

Lane Crawfo rd (HK) Ltd

76 76

Delsey Competitors – Victorinox
• Product line: Swiss Army Knives Timepieces Cutlery Travel Gear Fashion

• Price: HKD$1000-­‐$5000 • Patents: over 60 registered or pending patents, including the ergonomic, curved monopole handle system and unique 360° rotaMng swivel handle • Award: “Year’s Best Gear 2008”

77

Delsey Competitors – Victorinox
Distribution policy

Stores in Hong Kong -­‐ Citygate Outlet (Tung Chung) -­‐ Harbour City(Tsim Sha Tsui) -­‐ Hong Kong InternaMonal Airport T1& T2(Chak Lap Kok) -­‐ IFC Mall (Central) -­‐ Times Square -­‐ Sogo -­‐ New Town Plaza • All the stores are located in more premium malls to reach the middle class people 78

Delsey Competitors – Victorinox
• Demographic -­‐ Age: 25-­‐50 years old -­‐ Gender: Mainly Male • Psychographic -­‐ Social class : Young execuMve, middle class -­‐ Lifestyle: people travel a lot -­‐ High brand loyalty -­‐ Emphasis on quality
79

Delsey Competitors
Quality

Price
80

DATA COLLECTION (QUESTIONNAIRE)

81

Data CollecMon -­‐ QuesMonnaire
• Time: 4th March 2012 10a.m.-­‐6p.m. • LocaMon: Hong Kong InternaMonal Airport • Sample Size: 92 people • Aims: To interview the frequent travelers, look into the consumer thoughts on the luggage of Delsey and they familiar with the brand or not

82

QuesMonnaire:

83

Interviewees’ Demographic
Gender
Male Female 35 57

Male 38% Femal e 62%

84

Interviewees’ Demographic
Director ExecuMve Professional Owner Manager Secretary 9 7 17 13 6
Fashion
/ Beauty 8% Technical 8% Other 14% Director 10% ExecuMve 8%

Occupa@on

Clerical Technical

13 7

Professional 18%

Fashion / Beauty Other

7 13

Clerical 14% Manager Secretary 6% Owner 14%

85

Interviewees’ Demographic
AGE
28

86

Interviewees’ Demographic 人數 5 6 11 22 15 10 9 5 1 1 4 3
87

Travel overseas per year
3 times or less 29

4-­‐6 Mmes

42
10%

7-­‐9 Mmes

12

13%

31%

3 Mmes or less 4-­‐6 Mmes

10 Mmes or more

9

7-­‐9 Mmes 10 Mmes or more 46%

88

Brand recogni@on

25%

Yes
Yes
No

25 67

No

75%

The brand recogniMon is very low, only quarter of the interviewees learn about the brand. à BRAND NEED TO BE WELL PROMOTED

89

What brand of luggage in use
15%
7% Antler Smasonite 10% 35% 14% Rimowa Victorinox Delsey Others 19%

The most popular

Antler Smasonite Rimowa Victorinox Delsey Others

6 29 16 12 8 13

Samsonite is in the leading posiMon among the survey. Delsey is in a very low posiMon à implies the sales of Delsey is rather low, SALES NEED TO BE INCREASED The least popular

90

Considera@on factors
100
90 80 70 60 50 40 30 20 10 0

Materials Price

86 76 81

Style Aaer Sales Service / Warranty

26

Source of producMon

13 36 33 54 61

Durability0

ParMMon

Safety

ReputaMon

Materials is sMll the most concern factor of the interviewees. But the interviewees also concern style, safety, price and reputaMon as well à which fits the product characters of Delsey.

Feature: Lock? Handles?

24

Others

7

91

Buying Channels Department Store near by you home / office
60

32

50 40

BouMque Store (專門 店) Online Store (非連鎖) eg.tst small shop Others:

48 7

30 20 10 0

5

0

Department Store near by you home / office

BouMque Store (專門店)

Online

Store (非連鎖) egtst small shop

Others:

92

Will they purchase Delsey’s luggage if you know they original from France?

27%

Yes

25

Yes No

No

67

73%

93

Are the original place of the brand will affect their purchasing decision?

Yes 28 No 64
30%

Yes No

70%

Original place of the brand is not the main concern when they purchase

94

Have they ever seen the adver@sement of Delsey?
21%

Yes No
Yes
No

19 73

79%

This implies the adverMsing campaign is not effecMve in the past campaign à the coming adverMsing campaign need to reach to the target audience

95

Where have they seen the adver@sement? TV Magazine Outdoor Newspaper Online 0 7 0 0 12 Website:Youtube
Online
63% Outdoor Newspaper 0% 0% Magazine 37%

Weekend weekly,

TV 0%

People mainly saw the ads online, which the channels can be develop

96

Recogni@on of Delsey Logo or slogan 17%

Yes
Yes
No

16 76

No

83%

People are not familiar with the brand Logo and Slogan à promoMng the brand is the priority in the campaign 97

Did they know any slogan of any other luggage brand?
Yes
No 48 44
48%
52% Yes No

98

Did they know Delsey has cooperated with Cathy Pacific and become the luggage brand providing to the staff?

4%

Yes No

4 88
Yes
No

96%

This is a great angle for the brand to promote à Cathay Pacific has high reputaMon à implies Delsey has high quality

99

The informa@on of the brand is coopera@ng with Cathy Pacific will affect them to buy the luggage from Delsey or not?

25%

Yes No

Yes No

23 69

75%

Some of them are move by the good news and will consider to buy the product

100

Findings from the quesMonnaire: Low Brand Recogni@on

Ineffec@ve Promo@on (Only a few people can recall the Delsey Logo or slogan ) 101

MARKET SITUATION 102

Market Situation
• The trend of industry • The Chinese mainland tourists are the fastest-­‐growing group of internaMonal tourists in the world. • àDue closer economic Mes with the rest of the world and rising affluence • àmore Chinese are planning to travel overseas for either business or leisure purposes • àoffering a huge market potenMal for luggage bags and other travel goods • àmost of them are looking for value-­‐for-­‐money luggage and other travel goods • àThis offers huge opportuniMes for the company in Hong Kong

103

Market Situation

104 The expense spending on the Luggage, Hangbags Briefcase and Leisure Bag is increase in Hong Kong

Market Situation

105 The expense spending on the Luggage, Hangbags Briefcase and Leisure Bag is also increase in China

106 The expense of one city in China is greater than Hong Kong’s àChina is an more influenMal market

Market Situation
• Favorable terms and trea@es • The Mainland and Hong Kong Closer Economic Partnership Arrangement (CEPA) was concluded in June 2003 and was expanded in subsequent years • All products made in Hong Kong, subject to CEPA's rules of origin, enjoy duty-­‐free access to the Chinese mainland

• The trend of product • Today’s travelers are not only seeking increased comfort and convenience while travelling, but are searching for products that also offer fashion and funcMonality • According to the Travel Goods AssociaMon in the US, increasingly popular 20-­‐inch suitcase and carry-­‐on luggage in different sizes are in demand

107

Market Situation
• Electronic gadgets are becoming more popular, demand for cases for electronic gadgets increase significantly • Many companies will order the cases as corporate gias for their clients àcreaMng a new market niche for the industry • With more women in the workplace, many of the new travel goods are being specifically designed for women

108

Market Situation • There are new luggage lines that feature special secMons for toiletries, cosmeMcs, shoes and other items that enable female travelers to travel more conveniently • Ergonomically-­‐designed items conMnue to be in high-­‐demand e.g products with weight-­‐bearing, push-­‐buoon retractable handles and four swivel wheels that allow bags to pivot 360 degrees 109

MARKETING OBJECTIVE 110

1) Increase the brand recognition • Consumer do not familiarize with the brand

Ø From the survey, there are only 17% of the interviewees know the brand àConsumers does not recognize or the very low brand recall about the brand – Delsey Ø Consumer do not know the brand therefore they are not willing to try or purchase

• Need to build up the impression in consumer’s mind Ø There are only 4% of the interviewees know that Cathy Pacific’s crew are using Delsey Ø 25% of the interviewees are interested to purchase aaer they know the cooperaMon between Cathy Pacific and Delsey à Cathay Pacific is a well-­‐known company in Hong Kong, interviewees are moved because the impression of Cathay Pacific

111

1) Increase the brand recognition
• Enhance the posiMon of Delsey à InnovaMve Luggage Ø Very few brand are so outstanding about the innovaMon and the design of the suitcase in such a price range ( $900 – $3500) à Delsey has the potenMal to develop its brand in Hong Kong and make Hong Kong as a steping stone to China market • IT’S A MUST TO INCREASE THE BRAND RECOGNITION BEFORE PROMOTING THE PRODUCTS OF DELSEY

112

2) Promote product with Delsey’s exclusive innovation • Karat Ø The Gem stone design of the suitcase that have never seen before à special, unique, elegant and premium Ø Price : the price of Karat line is on the top of all the other line in Delsey à the most premium and luxury line Ø There is a special ediMon of the luggage, the 53 cm slim 4 wheel trolley case à The most outstanding design in the karat line

113

2) Promote product with Delsey’s exclusive innovation • Product Aoributes of Karat Ø Using Delsey’s exclusive innovaMve secure closure system : ZIP SSECURI TECH Ø Trolley system: 360 rotate double wheels Ø Premium, exclusive, elegant diamond cut design Ø Material : 100% polycarbonate Ø Summarized the price, the uniqueness and the innovaMon of the line à Karat line is the most eye catching and high class

114

53cm Slim 4-­‐Wheel Cabin Trolley Case Product Number: 00 0619803 (Special Edi@on) Size Weight Colour CM: L40 x H53 x E20 INCH: L15,7 x H20,9 x D7,9 3.1KG 31L Carbon Grey White Silver

Special Feature

115 Price HKD $2,850/-­‐

65cm 4-­‐Wheel Trolley Case Product Number Size Weight Colour 00 0619810 CM: L45 x H65 x E29 INCH: L17,7 x H25,6 x D11,4 4.3KG 53L Silver White Carbon Grey

Special Feature

116 Price HKD $2,700/-­‐

70cm 4-­‐Wheel Trolley Case Product Number 00 0619811 Size Weight Colour CM: L47.5 x H69.5 x E29.5 INCH: L18,7 x H27.4 x D11,6 4.5KG 70L Silver White Carbon Grey

Special Feature

Price

HKD $3,150/-­‐

117

77cm 4-­‐Wheel Trolley Case Product Number 00 0619821 Size Weight Colour CM: L50 x H77 x E33 INCH: L19,7 x H30,3 x D13 5.3KG 100L Silver White Carbon Grey

Special Feature

118 Price HKD $3,600/-­‐

2) Promote product with Delsey’s exclusive innovation • Karat Line SegmentaMon u Demographic Ø Gender: Female Ø Age: 30-­‐45 Ø EducaMon Level: University or above Ø Income: HKD$25,000 -­‐ $50,000 Ø OccupaMon: Senior manager, Senior management level

u Psychographic Ø Social Class: Upper Middle Class, White Collar Ø Lifestyle: Frequent Traveller, Stylish, Elegant, Fashionable, Trendy, art lovers, enjoy quality of life, strong individualism 119

2) Promote product with Delsey’s exclusive innovation

Karat Line • PosiMoning Ø In whole luggage market, Delsey have the similar level with Samsonite Ø Karat Line is the most exclusive line of Delsey Ø Delsey is famous with their exclusive innovaMve design

120

Promotion Timeline 2012
T1

T2

T3 Month

T4 1

T5

121

Target consumers of different period Target consumer 1 Age: 30-­‐50 years old Gender: Male and Female EducaMon level: University graduates Income: $25,000-­‐$50,000 OccupaMon: mature execuMves, managerial level, senior execuMves, decision maker

Target consumers 2 Age: 30-­‐50 years old ; Gender: Female

Marital status : Single or couples without children NaMonality : Mainland Chinese EducaMon level: University graduates

Income: $25,000-­‐$50,000 OccupaMon: mature execuMves, managerial level, senior execuMves, decision maker Target consumers 3 Age: 30-­‐50 years old Gender: Female

Marital status : Single and Married with children EducaMon level: University graduates Income: $25,000-­‐$50,000 OccupaMon: mature execuMves, managerial level, senior execuMves, decision

122

Target consumers of different period Target consumer 4 Age: 30-­‐50 years old Gender: Female Marital status: married with children EducaMon level: University graduates ; Income: $25,000-­‐$50,000 OccupaMon: mature execuMves, managerial level, senior execuMves, decision maker

Target consumers 5 Age: 30-­‐50 years old ; Gender: Female

Marital status : Single or couples without children and those married with children EducaMon level: University graduates ; Income: $25,000-­‐$50,000 OccupaMon: mature execuMves, managerial level, senior execuMves, decision maker

123

Promotion Timeline
• Reason • Product promoMon in April – July

April May Easter holiday à One of the peak Mme for working class go travelling à need to purchase the travel goods to prepare their trip à increase the demand of travel gear Labour Holiday à the Mainlander enjoy a 7 days holiday à They always go to Hong Kong to go shopping àmass promoMon may increase the brand awareness among both Hongkongers and Mainland Chinese à the student start their long summer vacaMon in the coming months à start to raise the awareness about Delsey à well prepare for other travel peak Mme The summer vacaMon starts à the student start their vocaMon àMany middle class will go travelling with the family members àBefore they go travelling , they need to buy the travel goods àincrease the awareness on the brand à increase the chance to purchase àwith the sales promoMon efforts à increase the sales and the market share of Delsey

June July

124

Promotion Timeline Christmas is coming à people start to choose the place to go à preparing the November travel goods à increase the awareness of Delsey à increase the opportuniMes to know more about Delsey à increase the sales and the market share of Delsey December Christmas holiday à people will go to travelling à the demand of luggage is high àmass exposure is needed to persuade the target consumer to buy the product of Delsey January The next month is the Lunar New Year holiday àPeople start to plan their travelling schedule à increase the exposure to persuade the target customers

February Lunar New Year holiday à at least 4-­‐5 days holiday among most of the offices à the working class has the vocaMon to go travelling à the demand for purchasing the travel good increase

125

Marketing Activities Plan: • Sponsorship • The brand is going to sponsor the Hong Kong Olympic team to aoend the London 2012 Summer Olympic with their luggage • àLondon 2012 Olympic will held at July to August, the company will hold a party and invite the athletes and release the news of sponsor at April

• Sales PromoMon • Except CiMbank, the company will also cooperated with HSBC for 10% discount for purchasing • The brand will offer HKD$200/-­‐ discount if the customer bring a old luggage and purchase a new luggage in Delsey

126

Comparison of scheduling in promotional campaign
• Reason for analyze Rimowa and Samsonite

àDelsey is aim to raise the brand recogniMon among Hong Kong à From the interviews, the largest number of people remember the luggage brand is Rimowa àTo understand the reason why Rimowa is the most successful àunderstand the media selecMon and the scheduling of Rimowa’s promoMon à Samsonite is the key compeMtor of Delsey àunderstand what and how the compeMtor did 127

Samsonite – “Step Up” Campaign
• Media SelecMon Samsonite Outdoor Finance Magazine Lifestyle / Fashion / Gossip Magazines Airport, Building Billboard, Bus Shelter, Tram Shelter, Railway Rimowa Tram Body, Bus Body, Capital, Capital Weekly, Fortune, Time, Capital, Capital Weekly, Gafencu Imoney, The Economist inMagazine, Next magazines inMagazine, MilkX, Harper’s Bazaar, PresMge Hong Kong, Men’s Folio Hong Kong, City Magazine, Hong Kong Talter, Esquire, JMen, Cosmopolitan, Cosmopolitan Bride Oriental Daily, HKEJ, SCMP

Paid newspaper

Financial Time, SCMP, HKEJ, HKET, Standard, Wall Street Journal, Apple Daily, Oriental Daily Metro Daily, Headline TVB Jade, HD Jade, TVB Pearl Cable News, Cable Financial, ATV World, Now News, Now Business, Golf Tour Channel

Free Newspaper TVC

N/A N/A

128

Samsonite’s and Rimowa’s blowchart • Flow Chart of Campaign August 2011 to December 2011

Insert Rimowa ‘s flowchart here

129

Comparison of scheduling in promotional campaign
• Rimowa

ConMnuing à whole year promoMon on outdoor adverMsement Rimowa place the adverMsement on magazines every month AdverMsement style are for brand building à not focus on one product line

• Samsonite FighMng à concentrate the promoMon from 2011 May to August and December à heavily relies on the outdoor adverMsement and supported by the print adverMsement, only place the adverMsement on TVC for one month

130

Measure the effectiveness of the campaign 1) Brand recogni@on Ø Will held a survey research aaer the campaign à to measure the differences before and aaer the campaign has launched Ø Observe the noise aaer the launch of the campaign àis there any posts in the forum or other online media and vehicles, this measurement will be frequently checked and esMmated will be evaluate every month Ø Monitor “Delsey” search rate on the major search engine like Yahoo! and Google à Measurement of the online search engine will also be frequently checked planned to be review every month, the rate has to be increase aaer the campaign

131

Measure the effectiveness of the campaign 2) Sales improvement Ø Increase the sales volume à the company target to increase 20-­‐25% annual sales in the coming financial year

Ø Increase the consumers’ frequency to visit the store à the management level will visit the bouMque shop, retail shop and department store counter in random period à to field check the frequency of the consumer Ø Increase the enquires of the Delsey’s product à other than the visit frequency, the enquiry rate will also be evaluated

132

Benebit gain from the campaign
• To increase the sales rate of Delsey is the ul@mate aim of this campaign

àincrease the brand recogniMon can make more people know about this brand in Hong Kong àthe people will be aoracted by the individualisMc and outstanding design of the brand à people will start to switch their preference on purchasing suitcase to Delsey àthe sale of Delsey will be increase through the well planned promoMonal campaign

133

Benebit gain from the campaign
• The first step to enter China market

• Although Hong Kong is quite a potenMal market à Hong Kong market is sMll a bit small when compare with other countries àwith the keen compeMMon in in Hong Kong travel goods industry à the market will be situated quickly à develop in Hong Kong work as a stepping stone to the China market • The locaMon in Hong Kong work best as the stepping stone àHong Kong is a part of China à just a border away from the Mainland China àMainland Chinese can cross the border frequently and go shopping around à start to aware Delsey à will try Delsey’s product • The value of RMB keep increasing à Mainland Chinese think that purchase the goods in Hong Kong is cheaper but with higher quality à spend more money when they go shopping and go more frequently àa great potenMal market other than Hong Kong

134

Reference • hop://www.luggagesource.com/collecMon/64/ Delsey_Helium_Karat • hop://www.luggagesource.com/collecMon/64/ Delsey_Helium_Karat • hop://www.hktdc.com/info/mi/a/hkip/en/1X006S7H/1/ Hong-­‐Kong-­‐Industry-­‐Profiles/Travel-­‐Goods-­‐and-­‐Handbags-­‐ Industry-­‐In-­‐Hong-­‐Kong.htm • hop://www.admango.com • www.delsey.com • Pofessor Philip M. Parker, Ph.D., “The 2006-­‐2011 World Outlook for Luggage, Handbags, Briefcases, and Leisure Bag” • Delsey 2011 Catalogue French English

135

Reference • hop://www.u-­‐fashion.com.tw/fashion/760.htm • hop://lifestyle.hk.msn.com/hot/coolstuff/arMcle.aspx?cp-­‐ documenMd=5286788 • hop://www.youtube.com/watch?v=YmimOsWuKiY • hop://www.youtube.com/watch?v=YmimOsWuKiY • hop://itnews.foruto.com/Itnews.php? acMon=ReadNews&TID=20100326150203 • hop://ehis.ebscohost.com.ezproxy.cityu.edu.hk/ehost/ pdfviewer/pdfviewer?vid=3&hid=5&sid=d5bdd45e-­‐5a61-­‐4f8c-­‐ b5ac-­‐8f964ac2de5b%40sessionmgr10 • hop://www.delsey.com/fileadmin/contribuMon/catalogues/ DELSEY%202011%20CATALOGUE%20FRENCH%20ENGLISH.pdf

136

Reference • hop://www.hktdc.com/info/mi/a/hkip/en/1X006S7H/1/ Hong-­‐Kong-­‐Industry-­‐Profiles/Travel-­‐Goods-­‐and-­‐Handbags-­‐ Industry-­‐In-­‐Hong-­‐Kong.htm • hop://abcnews.go.com/m/story?id=1448290 • hop://news.indiamart.com/story/french-­‐luggage-­‐maker-­‐ delsey-­‐enters-­‐india-­‐143524.html • hop://www.bizjournals.com/mobile/balMmore/news/ 2010/10/18/delsey-­‐luggage-­‐takes-­‐186000-­‐sf-­‐in.html • hop://www.arMcleslash.com/Shopping-­‐and-­‐Product-­‐Reviews/ 488666__Delsey-­‐Luggage-­‐ExcepMonal-­‐Quality-­‐at-­‐a-­‐ Reasonable-­‐Price.html • hop://www.reviewcentre.com/reviews76677.html

137

Reference • hop://m.arMclesbase.com/travel-­‐arMcles/delsey-­‐suitcases-­‐a-­‐ ought-­‐to-­‐get-­‐3710214.html • hop://www.cachegroup.com/antler-­‐luggage.php • hop://www.youtube.com/watch?v=8-­‐eWbL5s-­‐ yE&context=C35c5ecdADOEgsToPDskIHsQFBZFceGqentSSHk6 gT

138

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