Top Story

e4m_logo.png

Home >> Marketing >> Article

Samsonite India plans to double its ad spend for 2003

07-October-2002
Font Size   16
Samsonite India plans to double its ad spend for 2003

Samsonite India Ltd has earmarked an advertising budget of Rs 8 crore for calendar year 2003. The enhanced ad budget—it is a sharp rise from Rs 3.5 crore in 2002 and nil in 2001—follows from Samsonite’s decision to shift retail distribution away from multi-brand luggage outlets to its exclusive franchised network of Travel World-branded luggage showrooms.

The higher ad budget is also expected to support Samsonite India’s multi-brand strategy. Under this global multi-brand initiative, the company will market stylish Hedgren (already launched) and sporty Lacoste brands (to be launched by mid-2003), besides selling its mainstream Samsonite brand.

The company has still not finalised any plans to create an ad in India. The entire budget—Samsonite account is handled globally by TBWA Worldwide—is expected be spent on media buying.

Samsonite plans to enhance the network of Travel World from 102 this year to 140 in 2003. The exclusive retail programme was intensely launched in 2001 with 30 outlets. Travel World outlets occupy a space of between 400 and 1200 sqft.

Samsonite India expects 55 per cent of its domestic retail revenues to come from Travel World. This calendar year 2001, Travel World is expected to account for 42 per cent of overall retail revenues up from around 10 per cent in 2001.

Samsonite India is targeting a domestic turnover of Rs 80 crore in the calendar year 2003, up from an expected Rs 65 crore in 2002. The company secured a turnover of Rs 56 crore in 2001.

To support branding and visual merchandising at Travel World outlets, Samsonite has earmarked a budget of Rs 1.5 crore in 2003, following an investment of Rs 2 crore in 2002.

Imported soft-luggage brands Hedgren (priced between Rs 700-Rs 3,500) and Lacoste are expected to be major image drivers for the company.

Tags

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India