Samsonite has suddenly become aggressive in promoting its 110-year-old brand. Apart from coming out with an ad campaign, Samsonite is also trying its hands at in-film placement with My Name is Khan. All the leading airports of the country have been donned with Samsonite’s ads showing King Khan with a Samsonite bag. But why such sudden focus on advertising and marketing? Ask this to the Samsonite people and they will deny about any such sudden instincts as the company claims that it was the slowdown that put a stymie in their ad budget. And with slowdown bidding adieu, it’s quiet logical for Samsonite to come back into advertising again. What’s truly missing is the promotion of the group’s blockbuster product American Tourister? “We’ll be soon rolling promotional activities for American Tourister also,” says Subrata Dutta, COO, Samsonite South Asian Pvt Ltd.Subrata Dutta, COO, Samsonite
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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