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SECURE, SEALABLE SUITCASE 1

Secure, Sealable Suitcase

Conkle, Paige; Couch, Aaron; Dibba, Marissa; Enerson, Josh; Foner, Heather

Bemidji State University


Table of Contents

Table of Contents.............................................................................................................................2Abstract............................................................................................................................................3Mission Statement...........................................................................................................................4Business Objectives.........................................................................................................................4Concept Testing...............................................................................................................................5Concept Testing Review..................................................................................................................5Marketing Mix.................................................................................................................................5

Product.........................................................................................................................................5Price.............................................................................................................................................6Place.............................................................................................................................................7Promotion....................................................................................................................................8

Value Proposition..........................................................................................................................10Competitive Review......................................................................................................................10SWOT Analysis.............................................................................................................................12

Strengths....................................................................................................................................12Weaknesses................................................................................................................................12Opportunities.............................................................................................................................13Threats.......................................................................................................................................13

Market Segmentation.....................................................................................................................14Geographic.................................................................................................................................14Demographic.............................................................................................................................15Psychographic............................................................................................................................15Behavioral..................................................................................................................................16

Positioning.....................................................................................................................................16Differentiation................................................................................................................................17Branding........................................................................................................................................17Packaging & Labeling...................................................................................................................18International Expansion.................................................................................................................19Sustainability.................................................................................................................................20References......................................................................................................................................22


Abstract

The basis of this project is to create a new product innovation to bring to market. Our

group came up with space-saving, one-size fits all, mid-grade designer bag… SpaceCase™. This

marketing report includes concept testing, industry research, sample promotions, branding,

product descriptions, price and segmentation.


Mission Statement

Our mission is to make travel about the destination. By eliminating common travel

issues, we provide solutions that make your journey simple and deliver endless value while

fulfilling our brand promise.

Business Objectives

● Profitable Growth - By increasing our revenue and limiting expenses this makes our

operation profitable. This can happen through reaching a provided percentage of our

target market, through decreasing operational expenses by creating an efficient

environment, and maintaining or exceeding sales goals put forth each quarter.

● Customer First - Providing customer service that is geared towards the needs and wants

of the customer. This happens through feedback and providing timely responses to

customer questions and concerns It is not just listening to the customer but understanding

them.

● Engaged for Growth - To hold a higher degree of employee retention. We value

knowledge and expertise gained through experience. By providing positive work

environments, that meet the needs of our employees, we hope that our employees will

choose to stay with us for an extended period of time. Allowing our employees to have a

voice is a key to the innovative impact in our organization.

● Raise the Bar - Providing a foundation that supports organizational growth. With

exceptional customer experience, we expect the value and satisfaction of our products

and solutions to spread. Through positive word of mouth, as well as customer driven

marketing avenues, more doors open for our organization. Provided given feedback, we

may broaden our product lines in the travel market to meet market demands. The


possibilities are endless.

Concept Testing

Concept 1. Compartmentalize your belongings in a space saving suitcase designed to carry more

but spend less on baggage fees, including accessories needed to deflate compartments with ease.

Concept 2. An affordable one size fits all suitcase designed to save space while not in use.

Concept 3. Fashionable travel comes in all sizes but doesn't have to come in multiple pieces.

Concept Testing Review

The reviews from the discussion board stated the concerns about the size of the pump that

would be installed within the suitcase as it would take up some of the space as well as add to the

weight of the suitcase overall. A suggestion to this problem was to have a built-in air system that

could just be plugged into and used to remove the air like a different form of air mattress. The

idea of the crank was also a concern when considering someone using our suitcase who wouldn’t

be able to crank it to complete the flattening technique. One main concern was based on the

security of our bag when being checked at an airport facility. Would the airport be okay with the

extra technology being in the luggage? The discussion boards were filled with overall support of

the idea of saving space when having limited amount of space in an overhead compartment or

under the seat, where the airline attendant suggests you place your luggage, is rated very high

and seen as a major improvement with our suitcase concept as well as the ability to collapse it

and store it when not in use.

Marketing Mix

Product

The last suitcase you'll ever need! The revolutionary and secure SpaceCase boasts a

lightweight, versatile design any traveler will appreciate. Constructed of PVC honeycomb sides


for rigid durability and designed with chic nylon fabrics. Best of all, the SpaceCase easily

expands and contract to accommodate multiple sizes, from 21” carry-on to 27” check-in. When

not in use, the SpaceCase easily folds down to reduce needed storage space.

Features:

● Built-in space-saving sealable bags

● Increase space within the suitcase without mess

● Organize your belongings without damage

● Save space when not in use with the collapsible and

expandable design

● Built-in accessories for ease of use.

Price

SpaceCase is designed to compete in the mid-market, designer style market. Based on research

from the competition, our price point ranges from $150.00 to $400.00 depending on the market

conditions in the area along with the product options included in the SpaceCase product line.

This pricing is approximately 25-percent less than Samsonite which is a strategic move. Being a

new brand, and a new style of luggage, we want to reach the same target market as Samsonite,

but give the buyer incentive to purchase SpaceCase, feel safe in their choice and get more for

their money. This pricing is an introductory rate, when the brand gains more momentum and

brand awareness, we will be able to increase the cost. Based on pricing from Luggagepros.com,

our competitor’s price, for 21-inch canvas style, upright, spinner carry on style is as follows:

● Briggs & Riley: $300.00 to $519.00 MSRP

● Hartmann: $299.99 to $695.00 MSRP

● Samsonite: $199.98 to $449.99 MSRP


● Tumi: $545.00 to $745.00 MSRP

As a new type of luggage, expandable, our competitive price analysis is not completely

apples-to-apples as it is a combination of carry-on size to check-in size. Traditionally, the check-

in sized luggage is almost twice as expensive as the carry-on, however, our goal is to capture the

sales of both, utilize our streamlined manufacturing to drive down production costs by

manufacturing the same product for both purposes.

With that being said, the pricing strategy that we will use to introduce our product into

the market is market-skimming. One thing that helps companies survive is their strive for

innovation. Coming up with new and better ways to do things, in terms of product, will always

be a main goal within any organization. On that note, when we come up with an adjustment or

innovation, to our current problem, the price on our older products will be reduced. This will

help us to sell our new products while pushing to dwindle on standing inventory of our older

products. Thus, allowing us to price skim the entire, targeted, market spectrum. Reaching as

many customers as possible while maximizing our returns on investment.

Place

There will be two main avenues to purchase our product. Our product can be purchased on our

company website, where we can run specials and sales as we see fit. As well, our product can

also be purchased at selected retailers such as, but not limited to: Sears, Macy’s, Target, Wal-

Mart, etc.… The channels that will be used would include direct avenues as well as indirect

avenues. Through direct avenues, our customers can come to us direct for products or customer

service. This will allow us, to a degree, to cut out the middleman. Thus, allowing us to maximize

profits whenever the opportunity presents itself. However, not every customer uses direct

avenues to purchase products. Therefore, creating a barrier between producers and consumers.


To combat this barrier, we will use both full-service wholesalers and wholesale merchants. Each

type of wholesaler specializes in given areas that may assist in adding value to our product.

Through full service wholesalers, the wholesalers will buy inventory from us, directly, at a

wholesale price, and re-distribute our products to the consumers through their own sales avenues,

lines of credit, delivery systems, and customer service departments. As well, we will use

wholesale merchants. This type of wholesaler will buy our products at wholesale or at a deeper

discount, provided a given number of units ordered (the more ordered, the larger the discount). In

turn, the wholesaler will then distribute the product through their own avenues of provided

retailers, at a slight increase from what they paid, thus creating a marginal profit on their end

while assisting in the sales of our product for our end. In other words, they would be a middle-

man providing our company with access to retailers that we, otherwise, would not have access to.

Through direct retail sales, as well as multiple, indirect, wholesale avenues, our company can

capitalize on as large of a portion of the market as seemingly possible.

Promotion

Two forms of marketing communicational mixes are going to be used in the selling of our

sealable suitcases: direct and digital marketing and sales promotion. The direct and digital

marketing form of promotional mix was chosen for our product because we are targeting and

engaging directly with individual consumer needs, as well as certain consumer communities, in

order to obtain the immediate response needed for our product to sell. Examples of this are paid

ads, Google Shopping Feed, e-blasts to our valued customers, remarketing with Google

AdWords, and ads on social media on sites such as Facebook. This will result in the building of

and maintaining of future consumer relations and brand building of which this form of marketing

allows.


The second form we have chosen is the sales promotion marketing communications mix.

Sales promotion gives SpaceCase the opportunity to expand our market sales as well as offer

short-term incentives to our targeted consumers. This will be accomplished through

manufacturer rebates and summer buy programs and co-op ads with select major retail chains.

This provides our customers with reason to gain the courage needed approach for a new product

and provides the consumer with a firsthand experience into our sales and services. Through

direct contact and sales advertising, we introduce ourselves on a more personal level and allow

our customers to get to know us. Once we provide our customers with a positive experience, we

can expect to see growth within the sectors we provide service to.


Value Proposition

Travel, without baggage. No matter how often it’s used, our space saving suitcases are

made to be reliable and durable while keeping travel simple. As well, our aim is to reduce

needed storage space when not in use and provide more “smart” space while traveling.

Competitive Review

Sales of Travel Luggage and Accessories have been and continue to be on the rise. As

well, luggage companies continue to flourish as they innovate to produce new concepts that

provide the lightest and most convenient way to travel today. Some of these suitcases have

undertaken many alterations since their original designs over the years. Alterations that would

include but are not limited to: changes in materials to provide for a lighter weight, overall

durability of the cases, and the range of colors available. These enhancements are made to try

and bridge the gap between the suitcases that people can carry onto the aircraft and the bags they

are forced to store below.

Pricing for this product are variable. Suitcases can be purchased based on the individual

needs of any one person or set of people. Organizations can also place a lot of variation, when it

comes to their bags, based on the brand names provided. This being due to many countries

having their own rating systems. The price for the average carry-on suitcase ranges from $30 to

$500 depending on the accessories available and the individual needs of the consumer.

● SpaceCase - Created in 2017 in Bemidji, MN as a new product to provide a new way

of compressed, in addition to organized, way of traveling. The SpaceCase is a suitcase that is

available in many different colors, providing lightweight sealable compartments while

maintaining fashionable interior designs.

● Briggs & Riley - Briggs & Riley is a New York based premium luggage brand. Known


for its “Simple as that” lifetime guarantee, it covers all damage to the suitcase, even that caused

by airlines. With the company’s headquarters residing in Hauppage, New York, Briggs & Riley

is owned by US Luggage LLC and is sold through retail and online boutiques in North America,

Asia, and Europe. According to China Money Network’s Article Briggs & Riley Launches

Official WeChat and Weibo Presence (2016, May 19) Briggs & Riley is experiencing growth, in

the luggage and travel accessory industry, at a 16.9% growth rate, double that of the industry

standard. Their success is due in part to continued globalization, changing their distribution

strategy, and new product innovations for the adventurer.

● Rimowa - Created in 1898, in Cologne, as a new design with the incorporation of

grooves. The first of these suitcases were made of wood with many still being created using such

materials today. In 1937, the founder’s son Richard Morszeck, launches the first aluminum

suitcase. The improvements continued development throughout the years and included:

waterproofing, ball bearing-mounted multi-wheel systems, being fitted with innovative TSA-

approved locks, and providing the first use of polycarbonate in luggage production. All

revolutionizing the materials used within the industry.

● Samsonite - Founded in 1910 by Jesse Schwayder. At its 100-year anniversary,

Samsonite rebranded and changed its focus from luggage to travel accessories. Today, Samsonite

is the world’s largest travel accessory company (Hoover’s Samsonite International SA Company

Information) holding 3.6% of the global market overall. According to the Samsonite 2015

Annual Report (2016, April 22) Samsonite’s 2015 annual sales are stated to be $2,432.5 million;

a 3.5% increase from 2014. With over 100 retail, international, locations, Samsonite’s market

sales for 2015 are as follows: Asia - 39%, North America - 33.4%, Latin America - 22.4% and

other - 5.2%. Samsonite, along with its “group” includes; Tumi - acquired in August 2016, is its


luxury brand, American Tourister® - it’s entry level brand, Hartmann®, High Sierra®, Gregory®,

Speck®- it’s slim mobile device line, Lipault® - chic and youthful European brand and

Kamiliant®.

SWOT Analysis

Strengths

1. Reduced Costs - As a smaller, new start-up company, we have reduced overhead costs.

2. Company Culture - A customer satisfaction driven culture will ensure that our product

meets the needs and wants of the consumers we aim to reach.

Weaknesses

1. New Brand - SpaceCase, as a new brand, has little to no market recognition. In order to

generate revenue, we will have to put forth a large marketing effort to gain brand

awareness and consumer trust.

2. Competitive Market - The market is flooded with multiple competitors, each one with

their own niche. Local brands dominate the low-end market, while larger brands such as

Samsonite, and dominate the premium market. All the while, designer labels dominate

the high-end market.

3. Distribution Network - As a new brand, we will have a limited distribution network. We

will need to identify strategic partnerships with manufacturer’s reps in order to grow this

area. We will also want to focus on building relationships with companies, such as

Amazon, to take advantage of their broad reaching distribution networks.

4. Geography - With a limited distribution network we will have a small geographical

footprint. This may affect revenue if the local economy and employment rates worsen.

We will want to focus on expanding our geographical footprint to diversify in order to


allow for greater success outcome.

5. Product Portfolio - With a limited product portfolio, it may be difficult to sell the

SpaceCase. We may need to develop strategic partnerships in order to sell a package deal.

This is especially important for retail space.

Opportunities

1. Barriers of Market Entry - A market with such capacity holds more than enough room

for newcomers.

2. Market Outlook - The market outlook is expected to continue to grow, 8% in 2017, and

continue throughout for the foreseeable future.

3. Patent - The patented design of the expandable feature is a barrier for competition. This

is also an opportunity to sell or broker deals with major luggage manufacturers.

Threats

1. Material Cost - High profile materials, such as leather, tend to be costly. This can be

combated through the use of dense/durable materials such as canvas.

2. Trends - Trends tend to change as cultures change. The weight added to the importance

of given things tends to change. We can battle this by remaining innovative, welcoming

change with open arms and adapting to fit.

3. Regulations - Changes to airline standard practices, FAA regulations and international

customs departments may influence product design, specifications, and materials.

4. Patents - We must be careful not to infringe on any legal patents put forth by regulation.

As well, we must ensure that our patents are of legal standing.

5. Competitors - Competitor innovation may put us at a disadvantage. This may include

price, aesthetics, patents and features.


Market Segmentation

Traveling is something almost everyone will do at some point, because of this the market

is very large and diverse. Our product holds value to all travelers, but since the market is so large

we need to determine specific target markets to promote our product. Our geographic targets

include North America, Asia, and Europe since they provide the wealthiest and most frequent

travelers. However, since traveling takes place all over the world our product is available online

so everyone has access to our product.

For demographic purposes, targeting a specific age group would be difficult because it

would always leave out a large portion of the market, which demands us to cover all age groups.

Because of this it would be most beneficial for us to target a social class, the middle class as well

as the higher lower class, since our product would fit their price range. It also makes sense for us

to target a certain travel lifestyle, such as leisure and business travelers since they occupy most

of the travel market. Choosing specific target markets is difficult for traveling because of the

wide range of diversity, but it is necessary so we can properly determine the markets with the

largest sales opportunities.

Geographic

SpaceCase will be available for anyone across the globe. Primarily it will be sold in retail

stores, but customers will always have the option to buy online. The major geographic markets

we will target are North America, Asia, and Europe. These continents provide consumers that are

the wealthiest and most likely for repetitive travel. Manufacturing, as well as main distribution is

located in North America. Within the next 3 to 5 years, our goal is to seek strategic partnerships

in Asia and Europe for distribution. Thus providing us with a sample or test as to how those

markets run while leaving the possibility for international expansion open. Our plan is to have


our product carried in popular retail stores in larger cities within these continents that provide to

large markets. It would be too costly to make our product available in every city, so we believe

that by selling our product in larger markets we will maximize the amount of consumers

available to purchase our product.

Demographic

When it comes to age, life-cycle stage, gender, income, occupation, education, religion,

ethnicity, or generation, there really isn't any true way of segmenting the market for travel and

whom exactly purchases more luggage. The older generations seem to have more time to travel

more frequently than the younger generation, but the value of our product falls equal to all age

groups. The largest factor for determining our demographic market would be income. Lower and

middle class consumers make up the largest portion of the populations. They would also,

generally, be the most concerned about saving money on extra baggage fees. So if our product is

within the price range of most lower and middle class consumers, we will cover a large portion

of the market; supplying to those who would most value our product.

Psychographic

Travelers are one of the most diverse consumer markets. Since almost everyone travels it

is important for us to consider who or what type of lifestyles would find the most value in our

product when considering the target market for our product. Business and leisure travelers

consume the largest portion of the market; both lifestyles fit our product offerings. Business

travelers would value our product because it is lightweight and durable enough for frequent

travel use. It also allows them to fit all necessary belongings in a bag small enough to carry onto

the flight. This helps them avoid checking a bag, saving the consumer time and money. The

same goes for leisure travelers. Leisure travelers value the SpaceCase because they can bring just


about anything they want without worrying about traveling with multiple luggage bags. These

travelers would greatly benefit from our product. With that being said, since they consume such

a large portion of the traveling market, it makes sense to target these lifestyles when promoting

our product.

Behavioral

When determining our specific target market, we factor geographic, demographic, and

psychographic variables, but we do not find it necessary to look at behavioral traits. Traveling

does not usually bring different behaviors to consumers, as they are traveling for one reason, to

get to their destination. Trying to pinpoint specific behaviors of travelers does not benefit our

marketing strategy because there are so few behaviors, if any in the traveling market. Instead, it

makes more sense for us to focus on geographic, demographic, and psychographic traits because

they consider the largest groups of consumers to target.

Positioning

The SpaceCase suitcase brings a “More for the Same” positioning strategy to the market.

While the price may be similar to many of our competitors, the features are dramatically better.

Our suitcase is durable, fashionable, and comes with space-saving features that have never been

used before in a suitcase. This creates a lot of costs to build the SpaceCase, but not to the extent

to where those costs would place our product out of the price range of our competitors. This

clarifying the “same” for the price. When it comes to what our product offers for its price, the

space-saving features are enough alone to bring “More” value than our competitors at a similar

price. Not only will our customers enjoy an easier time traveling with the SpaceCase, in terms of

packing reasoning, but they will also retain less stress through knowing they chose a durable

product.


Differentiation

Luggage companies offer many similar traits for their products. Most companies try to

promote their style and durability. SpaceCase shares these features in our product, but includes a

lot more than just this. Our product is different than any other on the market because of our

space-saving technology. The SpaceCase is the first of its kind to offer a product that, not only

allows the consumer to pack more while using less space, but also provides a peace of mind

knowing it's small and light enough to bring with them wherever they go. All the while

remaining durable enough to protect their belongings. Not only does our suitcase save space for

the consumer, when they travel, with its expandable and collapsible design, it continues to be

beneficial to the consumer when they are packing it away in storage.

Not only do the features of our product set it apart from the rest of the market, but we

stand behind our craftsmanship and brand. We believe that it is only right that our product is

durable enough to last through time, if it does not we will not hold the consumer responsible. It

would be too costly for us to replace any SpaceCase that becomes damaged over time, so instead

we came up with a warranty that is still fair to the customer, and still beneficial for us to keep

loyal customers. We came up with a unique limited-lifetime warranty. If the product is damaged

within the first year of use, we will replace the product at no cost. If the product is damaged

within the second year we will cover 80% of the cost of a new SpaceCase, in the third year we

will cover 60%, and in the fourth year we will cover 40%. Anything after the fifth year we will

cover 20% of a new SpaceCase. With this warranty we believe we are being fair to the

customers, while still not hurting our own profits.

Branding

Our brand name for the expandable suitcase is SpaceCase. One variation of our logo


includes a globe with our established year and out brand name, SpaceCase, inside a classic

diamond shape. This variation is the emblem on the luggage. Our branding colors are white,

black and gold accents to give a clean, upscale aesthetic. Using these neutral colors allows our

product designs and fabric patterns to shine. When our customers see our branding we want them

to feel trust, warmth and balance… a safe choice.

Packaging & Labeling

The packaging and labeling of the SpaceCase luggage includes a wrap graphic across the front of

the suitcase, from hinge to zipper, identifying the product name and high level features. Attached

to the zipper is a branded fold-over hang tag which features a brief company statement on service

and quality. On the back side is a label with the item number, model, UPC barcode and price. On

the inside of the luggage is an owner’s manual that includes the full warranty, customer support

information, along with features and instructions on expanding and contracting the bag for

storage.


International Expansion

Our plan for SpaceCase is to consistently market our products to the international market.

Although our primary market is the United States, due to the U.S. being the country of origin, we

plan to promote our products in Asia and Europe in once our product gains brand recognition and

market share. Our three main continents are North America, Europe, and Asia, however, our

product is available to everyone in the world through online sales through www.SpaceCase.com.

These geographic areas are the focus because they are the wealthiest continents, as well as the

most likely for repetitive travel. In addition, our psychographic target market is directed towards


business and leisure travelers alike. These continents hold the largest average travel rates overall

while providing the perfect market space for our product to thrive.

The main distribution for the SpaceCase is located in North America, but if our product is

successful in Asia and Europe, our plan is to build additional manufacturing plants on both of

these continents. We believe that introducing our product internationally should not be very

difficult because travel is a global market, and anyone who travels can benefit from the use of

our space saving product. In the future we would like to expand to more continents and

countries. However, during the beginning stages of our business expansion, we believe that Asia

and Europe will provide the lowest amount of risks while providing larger rewards in return.

Sustainability

When it comes to our sustainable marketing plan, we as a company believe our internal

values for our product will be accepted socially and environmentally by most consumers. The

SpaceCase is a product that is made to last for a consumer as well as being made from post-

consumer recycled plastics and renewable fabric materials. This benefits consumers by allowing

them to not having to worry about purchasing new products and throwing away old and worn out

suitcases on a frequent basis. Not only do the consumers benefit from the durability of the

product, but also the, most important, space saving features that allow the consumers to carry

less luggage while traveling. This is environmentally efficient not only for the sake of not

needing as many resources to travel, but also for the fact that our company provides durability in

our product which reduces the amount of waste from old suitcases.

SpaceCase provides its consumers space saving benefits while traveling. This reduces the

amount of space needed for storage and provides an opportunity to save on fees by not needing

extra luggage while saving airlines and their passengers unnecessary fuel charges. With these


benefits our product will be accepted socially and economically by our consumers. Our product

holds few, if any, negative aspects, which will be positive for our marketing goals. Although

there might be negative feedback from airlines from the loss of extra travel fees with the use of

our product, our goal is to benefit the consumers, and with what our product has to offer the

consumer, that is what we will do.


References

(2015, August 26). Samsonite International S.A. Announces 2015 Interim Results Strong

Constant Currency Net Sales Growth Across All Regions [PDF document]. Retrieved from

http://www4.samsonite.com/_investordocs/20150825225643_E_Samsonite%20-

%202015%20Interim%20Press%20Release%20(FINAL%20-%202015-08-26).pdf

(2016, April 22). Samsonite 2015 Annual Report [PDF document]. Retrieved from

http://www4.samsonite.com/_investordocs/20160422001507_E_Samsonite%202015%20Annual

%20Report%20(FINAL%202016-04-22).pdf

(2016, May 19) Briggs & Riley Launches Official WeChat and Weibo Presence.

Retrieved from https://www.chinamoneynetwork.com/2016/05/19/briggs-riley-launches-official-

wechat-and-weibo-presence.

(n.d.) LuggagePros.com [web content]. Retrieved from

https://www.luggagepros.com/supercat_Luggage/cat_Carry-on--Luggage/index.shtml?brand=70

(n.d.). Retrieved from http://www.briggs-riley.com/about/news.

(n.d.). Retrieved from https://www.rimowa.com/

(n.d.). Retrieved January 20, 2017, from

https://bemidjistate.ims.mnscu.edu/d2l/le/3600883/discussions/threads/35656086/View

(n.d.). Samsonite International SA Company Information. Retrieved from

http://www.hoovers.com/company-information/cs/company-

profile.samsonite_international_sa.5aba39c890142d68.html

https://bemidjistate.ims.mnscu.edu/d2l/le/3600883/discussions/posts/72061162/

ViewAttachment?fileId=60270900

memyselfandi007 (2012, January 26). Piquadro Spa – Competitors, Market Analysis &


Strategies. Retrieved from https://valueandopportunity.com/2012/01/26/piquadro-spa-

competitors-market-analysis-and-strategies/.

O’Leary, Noreen (2010, January 5). Briggs & Riley Unpacks Outdoor Luggage Line.

Retrieved from http://www.adweek.com/brand-marketing/briggs-riley-unpacks-outdoor-luggage-

line-106908/.

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