Pradnya Popade decodes what distinguishes Samsonite as a thought leader brand

Luggage manufacturer and retailer, Samsonite was formed in Denver, Colorado, United States on March 10, 1910 by Black Hawk, Jesse Shwayder as the Shwadyer Truck Manufacturing Company. It manufactures products which range from small toiletry bags to large suitcases, briefcases. Time and again, it has come up with interesting campaigns such as ‘Tested like Samsonite’, featuring Yuvraj Singh, Amitabh Bachchan, and Mithali Raj as the brand ambassadors. The three ad films are targeted towards those individuals who have encountered hardships in life and still overcame them to emerge victorious. It’s a unique take surrounding luggage and life, something that a luggage brand is not expected to come up with, where luggage is either a symbol of travel or holidays. It expresses the fact how those who are known to be experts in their fields, have also gone through a number of obstacles where life has tested them and aligns it with how Samsonite luggage bags go through numerous hits on the back and front, still standing strong in favour of their strength and durability.

The three TVCs are inspired by the real life struggles faced by the three brand ambassadors. The TVCs give out the message of having faith and self-belief in one self, when life tests you and throws challenges at you. Previously, Samsonite has come up with another meaningful campaign, titled ‘Ek Din Ki Chutti’, in order to promote the importance of voting during elections while taking a leave.

In conversation with Adgully, Pradnya Popade, Head - Marketing Communications, Samsonite India, said, “When you give what the brand promises, when people start believing the brand promise because of its track record is when you take that particular message from the brand also on a face value.”

Could you give us a brief idea about the evolution of the brand marketing journey of Samsonite and what is its marketing strategy?

Samsonite is an almost 113-year-old brand, and the most significant aspect of our marketing strategy is how we've remained relevant all these years, consistently holding the number one position globally for over 100 years. Our guiding principle is to be the number one brand, stay relevant, and innovate continually to ensure an extremely delightful consumer experience. Samsonite has been a pioneer in innovation since its inception.

For over a century, Samsonite has been synonymous with exceptional luggage. From the simple wooden trunk of 1910 to modern cases like Cubelite and Proxis, which blend bold design with cutting-edge technology, Samsonite has stood by travelers, meeting their needs, exceeding their expectations, and anticipating their demands. The global travel industry never remains static, but over its 113-year history, Samsonite has maintained its unwavering focus on quality, functionality, and durability to adapt to the changing lifestyle needs of people on the move. Along this journey, we have undergone numerous transformations, from trunks to upright cases, from uprights to wheeled suitcases, and the introduction of the first four-wheeled 'spinner' cases, all while ensuring they are the strongest and lightest cases available.

We have introduced innovations designed to provide modern travel solutions. These include the finger-point locking system, Aero Track Suspension wheels, USB chargers integrated into bags, improvements to bag interiors, enhancements in soft luggage materials and linings, and the development of sustainable, eco-friendly materials. These innovations are the result of extensive efforts, research, and the dedication of our passionate team. Our commitment to innovation has been instrumental in Samsonite's ability to maintain its position as the industry leader.

Our strategy has been built on anticipating consumer needs and delivering solutions ahead of time to delight our customers. We prioritize understanding our consumers, demonstrating our care for them, and offering excellent after-sales customer service in over 120 countries. Our engagement with consumers spans various channels, including point-of-sale interactions, after-sales support, social media, and above-the-line communication. Samsonite's success as the global number one brand is a testament to our approach of making the consumer journey easier and better, while providing reliable and durable, aesthetically engineered products.

In the last decade, we’ve refined our approach by targeting shoppers who seek durable and reliable products. However, we've also expanded our consumer base to include those who value aesthetics. Our consumers are well-traveled, discerning individuals who appreciate features, experiences, and easy maneuverability, while also valuing aesthetics that complement their personalities. Samsonite has positioned itself as a thought leader in the industry, allowing us to engage with consumers on a larger scale.

Our commitment to pushing the limits as a brand has been demonstrated through campaigns like "Push the Limit" in 2018. This campaign showcased the strength and lightness of our bags, illustrating their ability to withstand even the toughest conditions, such as SUVs driving over them or heavy loads. These real-world tests were well-received and resonated with consumers.

In addition to product-centric campaigns, Samsonite has also engaged in meaningful social initiatives. When Kerala faced a devastating flood, we took action by launching the "Kerala Is Open" campaign when situation in Kerala was settled but tourists were still hesitant to visit the place. This campaign invited both Indian and international travelers to visit Kerala, assuring them that the region had recovered from the flood. This initiative not only helped the local economy but also showcased Samsonite as a brand with a heart.

Recognizing the importance of civic duty, we initiated a campaign focused on encouraging people to vote in Indian elections. Research revealed that many Indians working in metro cities neglected to return to their home constituencies to vote. Our campaign emphasized that voting is not only a right but also a duty. Even our CEO encouraged Samsonite employees to take leave to exercise their voting rights. Subsequently, we launched the "Diwali Ka Safar" campaign to express gratitude to those who help others reach their homes during the festive season.

These initiatives have allowed Samsonite to connect with a broader audience on an emotional level, creating a deeper relationship with consumers. By delivering relatable and relevant content, we have successfully elevated our brand and earned the trust of our loyal consumers.

What differentiates Samsonite from other brands?

Our commitment to taking care of travelers, no matter where they journey in the world, is supported by rigorous testing of the bags before they reach the consumers.

We adhere to an extremely stringent state standard, and there are no other bags that can withstand such stringent safety measures. The wheels of our bags undergo testing for 32 kilometers on different surfaces to ensure smooth maneuverability for our consumers. We subject the bag handles to shock-absorbing tests to prevent breakage while our consumers are traveling. We conduct tests in sub-zero temperatures to ensure our bags withstand airline pressures and extreme temperature conditions in various countries. A tumble test involves throwing the bag for 50 cycles across 5-6 different edges and surfaces of the bag, among many other tests. It's through these extensive tests that we can confidently communicate to our loyal consumers that we go to great lengths to ensure they have a wonderful travel experience, and their journey is well taken care of.

We embarked on a campaign to communicate this important information effectively to consumers, target audience and thereby increase brand love and emotional connection. To achieve this, we drew parallels with human stories. For instance, many in India are familiar with the story of Yuvraj Singh, who overcame knee injury neck sprains and successfully recovered from Cancer and returned to Cricket in 2012. Similarly, Mithali Raj has made significant contributions to the recognition of the women's Indian cricket team when previously the spotlight was predominantly on the men's cricket team.

We linked these human stories with the brand and product truth, resulting in the creation of the "Tested like Samsonite" campaign. Launched in December-January, this campaign has garnered acclaim, winning awards for Best India Campaign. It effectively combines precise positioning, skillful communication, compelling visual treatment, audience engagement, and impactful media strategies.

However, we didn't stop there. We asked ourselves, "What's next for the brand?" Consumer expectations continue to rise, so we embarked on an exciting partnership with New Balance, resulting in an exceptional product—a transparent shell with different-colored packing cubes. This partnership led to another successful campaign, with a launch event attended by travel, fashion influencers, popular personalities from across the industry.

The event transformed into a playground, fusing sports and travel, with Karan Johar as the host. The partnership highlighted the sportiness, millennial culture, and luxury travel experiences, featuring skateboarders and dancers performing in sync with the bags. This campaign created lot of buzz, received widespread recognition and was well-received in the market.

Thanks to this influence, nearly 80% of attendees shared their experiences on social media, reaching an audience of almost 15 million. Remarkably, Samsonite extended its reach beyond metro markets to tier 2 cities, receiving orders from various regions across the country on its direct-to-consumer brand website platform. This demonstrated how a single event in Mumbai could resonate with millions of people across India, ultimately translating their interest into bag purchases.

What are the strategies Samsonite is employing to connect with its TG especially on digital? 

There are two target groups: the Business TG (Target Group) and the Brand TG (Prime prospect). The Business TG includes individuals from various age groups, holding diverse beliefs, and working in different professions. They have purchasing power and buying the brand mainly for the immediate need and convenience.

Prime prospects are those who genuinely resonate with the brand. These individuals are well-traveled, frequently engage in international trips, lead multifaceted lives, possess travel expertise relevant to their businesses, and are successful professionals. They consciously choose our brand after thorough research and experience. They belong to the premium segment and understand that they are not merely buying a product for its brand name but for its brand promise. They value the brand's consistency over the years and prioritize aesthetic appeal.

Our goal is to attract both of these customer groups and maintain a balance between them. The increasing purchasing power in India has made premium and luxury segments more accessible to a broader audience. We consistently offer products and experiences that cater to both of these audiences. Digital marketing enables us to reach the right audience at the right time with relevant messaging, facilitating effective engagement with both groups.

How is Samsonite positioning itself as a thought leader in the industry and what differentiates it from other brands? Like it has come up with campaigns like ‘Tested Like Samsonite’, so how is it positioning itself as a thought leader in the industry?

Samsonite is a company with a 113-year history and a presence in over 120 countries, holding the prestigious position of the world's number one brand.

When evaluating recommendations from a brand, natural questions arise: How much can I trust this brand? What is its track record, and has it consistently delivered on its promises?

However, the conversation shifts when it comes to Samsonite. Samsonite enjoys significant awareness and trust among consumers. It is widely recognized as a reputable brand that has consistently innovated and evolved to meet consumer needs and provide delightful experiences. Samsonite has maintained its commitment to enhancing the traveler's journey, regardless of the destination.

So, when we take a stand, whether through campaigns like “Kerala Is Open”, “Ek Din Ki Chutii”, “Push The Limit”, or even “Tested Like Samsonite”, to engage with the audience and encourage them to travel or convey the rigorous testing our bags undergo in real-world adversities, it's because we've taken meticulous precautions and personally verified the situations and facts before recommending travel. We can confidently make these claims because our bags adhere to the highest testing standards, ensuring their resilience against travel adversities.

The true measure of a brand's impact as a thought leader lies in its ability not only to deliver its message but also to have people share it with friends and family. It includes generating positive sentiments among the audience, creating strong imagery and recognition, sparking word-of-mouth conversations, encouraging visits to stores/websites for product exploration or purchase, enhancing brand health scores, and earning accolades. This reflects the brand's credibility and its capacity to inspire action. Across all our marketing campaigns, we have witnessed such positive responses and tangible actions by our audience.

To achieve such widespread acceptance and drive actions, content must be not only relevant, relatable, and effectively communicated but also possess a positive appeal and foster genuine connections with the audience. These qualities are what distinguishes Samsonite as a thought leader brand.