We do not have competition says Sudip Ghose, Director Marketing, Samsonite

Samsonite as a company has completed 10 years in India while the brand has a century old history worldwide in the luggage business. In such short time the brand has broken the monopolistic market in the country and has occupied a good share in the market. The company has two brands under its umbrella in India that is Samsonite and American Tourister (AT). Both the brands manufactures a range of luggage that includes strolleys, suitcases, executive briefcases, backpacks, and school bags in the premium and general luggage category. Adgully had an exclusive conversation with Sudip Ghose, Director Marketing, Samsonite who shares the brand approach so far, competition and future plans. Read on to know more:

Adgully (AG): When you launched in India the country was already occupied with already established brand VIP, how difficult was it to position the brand when there was a monopoly of a brand?

Sudip Ghose (SG): When we launched there was no premium luggage brand at that time in India therefore it was very easy. Our consumers were the global travelers who were used to seeing the brand abroad and were on the lookout for good luggage. When it comes to common people I think they also got used to the fact that for a good luggage one has to pay more and therefore Samsonite got established at the top end of the market which was pretty easy actually. It was off course not so that we came and ruled but it wasn't like that because of competition we faced any problem, actually we don't have a competition.

AG: How do you place both the brands, Samsonite and American Tourister?

SG: Samsonite is a very premium product which is stylish, there are products that are same for both the brand but what adds to Samsonite is design and style elements that gets involved which is always kept in mind. While American Tourister (AT) is more basic and with that we are talking to generic mass public where style is not the preference, so for them we give durable and value for money products. We also give value for money with our brand Samsonite as we are the only brand that provides life time warranty.

AG: What is the size of the luggage business of India and what share of market does Samsonite India holds presently?

SG: Indian luggage business is divided into two parts one is organised sector and other is unorganised sector. The organised sector is around Rs 1000 crore in which Samsonite as a company (includes Samsonite & AT) holds 43 per cent market share.

AG: What is the market size of premium luggage in India and what is Samonsite's share?

SG: The premium luggage category is around Rs 250 crore in which Samsonite as a brand we would be around 80 per cent share.

AG: As per your official website you are present in 18 cities in India, what are your plans to penetrate into tier II and III cities and by when? Going forward what increase in number can we see?

SG: In tier II and III cities we have the strategy to go with both the brands and that is around 20-25 more cities by the end of this year.

AG: For the tier II & III cities, with which brand will you be more aggressive American Tourister or Samsonite?

SG: Off course American Tourister as it is the brand for masses and in tier II & III cities majority of the population is from the category that AT targets.

AG: What is the kind of marketing/advertising budget you currently operate with and what growth in the budget are you planning in near future?

SG: Our advertising has always been above the line and all the expenses put together it is around Rs 30 crore.

AG: What is your preferred media for advertising? What is the kind of media mix (%) you generally used on any campaign?

SG: We use every media, we mostly have 360 degree approach.

AG: In the era of celebrity brand endorsement Samsonite is not seen associated with any celebrity. Is there a specific strategy behind this? Can we see this happen in the future?

SG: We have had celebrity brand ambassador and the last one that we had was Sir Richard Branson. We have been the official luggage sponsor for James Bond and very recently we were associated with My name is Khan.