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
- Positioning
Which key differentiator should be emphasized in communication,...