American Tourister: The Indian context

Gunjan A Saraf

This case study describes research by American Tourister, the luggage brand, in India which then informed advertising campaigns.

American Tourister: The Indian context

Gunjan A Saraf

Campaign details

Brand owner: Samsonite InternationalAgency: Design Of InformationBrand: American TouristerCountry: IndiaChannels used: Packaging and design, Point-of-purchase, in-store media, Print – general, unspecified, Sales promotion, Television, Television – direct responseMedia budget: Up to 500k

Executive summary

Globally renowned luggage brand American Tourister found its biggest success in Asia by competing with local brands, eg VIP (India), Crown (China) etc, with the offer 'Get an international brand at local price.'

Key Brand Decisions

  1. Positioning

    2. Which key differentiator should be emphasized in communication,...

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