10.19 Away Presentation
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Transcript of 10.19 Away Presentation
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Managing Creative Projects and Teams
Yoon Choi, Eva Foo, Zeqing Hong10/19/16
02
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TRAVEL MARKET
p. 2
GLOBAL ONLINE MARKETin 2103
ONLINE TRAVEL SALESestimated to be
growing at
annually
ONLINE TRAVEL AGENCIES
$150 Billion38%
12%
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p. 3
LUGGAGE MARKET
SPECIALTY RETAILERS
GLOBAL MARKET for LUGGAGEin 2015
LUGGAGE MARKET CHANNELS
2015 2020
32Billion
67.8Billion #1
#2 DEPARTMENT STORES
- Claimed to be 10 mm- Leanluxe estimated to be 40-50 mm
AWAY VALUE
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p. 4
LUGGAGE MARKET
MARKET SHARE of the GLOBAL LUGGAGE MARKET in 2010 by company
Others 81.8%9.6%
Acquisition 20163.1%1.6%1.5%1.2%0.6%0.6%
SamsoniteVF Corp
Tumi
AceDelsey
RimowaVIP
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p. 5
KEY MARKET DRIVER
Tourist traffic & Air travel
Airline baggage fee
Innovations in product design &
quality
Middle class population
International migration
Demand for stylish carry-on bags
PRODUCTTRAVEL
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p. 6
BRANDING
We’re not a luggage company,
but a TRAVEL BRAND“
“
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p. 7
BRANDING
VS.
SOCIAL MEDIA
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p. 8
BRANDINGPINTEREST
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p. 9
BENCHMARKING
SamsoniteFiero$14022K
followers
SamsoniteROBO$19822K
followers
AWAY$22517K
followers
Raden$2956.7K
followers
DelseyTitanium
$3007.5K
followers
Blue Smart One$450 7.8K followers
Rimowa Cabin
Multiwheel$52567K
followers
Tumi19 Degree
$59563K
followers
INSTAGRAM FOLLOWERS
PR
ICE
Antler Liquis
Embossed$18828K
followers
- CARRY-ON- POLYCARBONATE SHELL- 4 SPINNER WHEELS- TSA APPROVED LOCK
SHARING FEATURES
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p. 10
PEERS
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p. 11
STRENGTH
DIRECT TO CUSTOMER
MARKET
- BRAND IMAGE- STORY- SOCIAL MEDIA- PR
- AFFORDABLE- ELIMINATE MIDDLEMAN- COMPLETE CONTROL
- NOT A NICHE MARKET- ROOM TO EXPAND
BRANDING
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p. 12
WEAKNESS
PRODUCT
- LACK OF COMMUNITY- LACK OF BRAND ADVOCACY
- NO REPLACEMENT PART FOR BATTERY- LIMITED PRODUCT OFFERINGS
PUBLIC VOICES
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p. 13
OPPORTUNITY
PARTNERSHIP
EXPANSION
- TRAVEL ACCESSORIES- TRAVEL GUIDE- PRODUCT DESIGN INNOVATIONS
- HOTEL - AIRLINE- NON-PROFIT (helprefugees.org.uk)
- GLOBAL EXPANSION- AIRPORT LOCATION
OFFERINGS
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p. 14
THREAT
AIRPORT SUPPORT
- POTENTIAL MONOPOLY- RISING MARKET SALES IN LUGGAGE
- POTENTIAL POLICY CHANGE
COMPETITION
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p. 15
CUSTOMER SEGMENTMAINSTREAM CUSTOMER
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p. 16
CUSTOMER SEGMENT
DOERDREAMER
EARLY ADOPTERS
26-35 year-oldFREQUENT TRAVELER
STYLISHQUALITY
FINANCIALLY SAVVYCONVENIENCECONNECTED
18-25 year-oldYOUNG PROFESSIONAL
STYLISHLIFESTYLEBUDGETOPTIONS
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p. 17
CUSTOMER JOURNEY
PACK
PLAN TRAVEL TO
AIRPORT
CHECK-IN&
SECURITY CHECK
WAIT FOR BOARDING
TRAVELTO
DESTINATION
TRAVELTO HOTEL
LUGGAGE CLAIM
UNPACKBOARDING
NEGATIVE NEUTRAL POSITIVE
LEISURE TRIP (FLYING)