American Tourister: The Indian context
Gunjan A Saraf
Brand owner: Samsonite International
Agency: Design Of Information
Brand: American Tourister
Channels used: Packaging and design, Point-of-purchase, in-store media, Print – general, unspecified, Sales promotion, Television, Television – direct response
Media budget: Up to 500k
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
Which key differentiator should be emphasized in communication, 'durability', 'international style' or a mix of both?