Branded Luggage Analysis

DSS 21106 AdverMsing Management Campaign Delsey – Client Team TA1 Cham Ka Yan Polly Chui Tsz Shan Didian Koon Tsz Ling Cuby Lai Paak Ling Paakling Leung Hoi Man Niki Leung Wing Nam Erica Tsai Chi Ho Harold Tse Lai Shuen Sherry Wong Yi Tsang Anna 52214988 52213200 52214349 52235277 52214546 52213574 52215844 52215764 52213629 1 Delsey - ­? Background: †¢? Founded: France in 1946 †¢? Founder: Delahaye Seynhaeve brothers †¢? Name: The company named by the Founder who are Mr. DELAHAYE and he †¢? Slogan: Travel Smart SEYNHAEVE brothers, they combine their name – DELSEY †¢? Head o? ce: France †¢? Business: Delsey Design, an integrated research and creaMon laboratory of 7 designers has implemented a consistent creaMve approach. Delsey designers draw their inspiraMon from a range of rich and unique spheres (as fashion, car and sport industry) focusing their creaMvity to invent ever more innovaMve luggage 2 Delsey - ­? History: 1946 The Seynhaev e brothers joined with Mr.Delahaye and together created the DELSEY brand 1972 The revolution: the first rigid suitcase on wheels 1975 Creation of a rigid luggage in injection-moulded polypropylene 1984 First semi-rigid ‘Helium’ suitcase built on an injected monobloc frame 1993 Creation of the ‘Dual Drive’ concept, a rolled suitcase on 2 or 4 wheels 1999 Wheels pack system (patented) stopping wheels scraping against the back 2001 Creation of the largest and lightest polypropylene suitcase in the world 2006 Easy removable wheel system (patent pending) 2008 First fiberglass structure with shape memory (patent pending) 2009 Introduction of the lightest soft suitcase in the world 2010 Launch of Zip Securi Tech, an exclusive security innovation (patented) 3 Delsey- ­? Trademark Information 4 †¢? The Trademark: Delsey ® Delsey- ­? Trademark Registration 5 Delsey - ­? Spirit: †¢? DELSEY creates LIGHT and DESIGN luggage with HIGH QUALITY standards †¢? No compromises on FUNCTIONALITIES †¢? Discovers the equaMon between lightness and resistance †¢? DELSEY LUGGAGE ARE SUBJECTED TO RIGOROUS TESTS OF QUALITY FOR HOMOLOGATION †¢? Enjoy the perfect balance between useful and essenMal funcMons 6 Delsey - ­? Spirit: Design & [email  protected] are †¦ †¢? FOCUSED on your needs DETERMINED on [email  protected] SHINING AHEAD so you can feel the di? erence 7 Delsey – Innovations †¢? Totally 10 InnovaMons from 1972 – 2010 †¢? 1972: The 1st rolley hardside suitcase with wheels †¢? 2001: World’s largest hardside polypropylene suitcase †¢? 2009: The lightest DELSEY soa suitcase †¢? 2010: ZIP SECURI TECH 8 Delsey – Innovations 2010 - ­? ZIP SECURI TECH 2009 - ­? The lightest DELSEY 9 soa suitcase Delsey – Awards †¢? Totally 9 Design Awards †¢? Best product of the year in Cannes Tax free Word- ­? wide ExhibiMon †¢? Special award at the Paris leather goods fair †¢? ILM O? enbach award for innovaMve design 1975 : French Export Oscar Award 1987 : French Export Oscar Award for excepMonal performance 1992: Product of the Year Award from the BriMsh luggage associaMon 1998 : Cannes Tax free Word- ­? ide ExhibiMon, best product of the Year 2004 : Special award at the Paris leather good fair 2006 : NominaMon for InnovaMon during the Milano Impel exhibiMon 2009 : ILM O? enbach award for innovaMve design 2010 : Nominated by Observeur du design 2011 : Nominated by Observeur du design 10 11 Delsey – Kapferer’s Branding System Delsey Travel Business Endorser Brand Travel NecessiMes Delsey school Umbrella Brand 12 Endorsing brand Line Brand Umbrella Brand 13 Product Brand Endorsing brand Umbrella Brand Line Brand 14 Endorsing brand Umbrella Brand Line Brand Product Brand 15 Delsey †¢? Endorser brand Umbrella brand ? TELESCOPIC   TROLLEY CART FOLDABLE TROLLEY CART LUGGAGE SCALE AU TOMATIC POCKET UMBRELLA DRY BOX SAFETY CABLE POCKET UMBRELLA TRAVEL PILLOW ERGONOMIC TRAVEL PILLOW DE LUXE HANGTAG TRAVEL CUSHION FOR THE BACK SET OF 2 PROTECTION COVERS FOR SHOES AND LAUNDRY SET OF 3 PROTECTION COVERS FOR SHIRTS, UNDERWEAR AND SOCKS TRANSPARENT POUCH FOR LIQUIDS AEROSOLS AND GELS TSA LUGGAGE STRAP WITH 3? VDIGIT COMBINATION LOCK DELUXE UNIVERSAL ELECTRICAL PLUG ADAPTOR 16 WITH USB CONNECTION Travel [email  protected] †¢? FOLDABLE TRAVEL BAG †¢? FOLDABLE BACKPACK †¢? FOLDABLE SHOPPING BAG †¢? TOILETRY ORGANISER SIZE L †¢? WET PACK †¢? REPORTER BAG †¢? ORGANISED BELTBAG †¢? SMALL VERTICAL REPORTER BAG †¢? MULTIFUNCTION BELT BAG †¢? TOILETRY ORGANISER SIZE S †¢? DOCUMENT HOLDER WITH ZIPPED CLOSURE †¢? NECK BAG †¢? WAIST BAG †¢? EXPANDABLE SUITCASE COVER L/XL †¢? EXPANDABLE SUITCASE COVER M/L †¢? DOCUMENT HOLDER WITH ELASTIC CLOSURE †¢? TRAVEL COMPANION †¢? VERTICAL MULTIFUNCTIO N POUCH SIZE M/L †¢? HORIZONTAL MULTIFUNCTION POUCH †¢? VERTICAL MULTIFUNCTION POUCH SIZE S/M †¢? 3 ZIP POUCH †¢? CLOTHES COVER †¢? MULTIPOCKET HOLSTER BAG †¢? 2 FUNNY HANGTAGS †¢? DIGITAL LUGGAGE SCALE Product †¢? 3? VDIGIT COMBINATION PADLOCK brand DELSEY Endorser brand DELSEY SCHOOL Umbrella brand 1–CPT ROUND BACKPA CK 31 CM 1– GUSSET SCHOOL BAG LARGEPENCIL CASE DUO BOX LUNCH BAG 2–CPT PENCIL CASE PENCIL CASE DUO BOX VERTIC AL WPS TROLLE Y BACKPA CK HORIZO NTAL WPS TROLLE Y BACKPA CK 44 CM 2– GUSSET SCHOOL BAG 40 CM 2– GUSSET SCHOOL BAG 2–CPT ROUND BACKPA CK 17 Line brand Product Aoributes 18 Delsey Commitment to Quality †¢? DELSEY Luggage are subjected to rigorous tests of quality 1. Wheels 2. Shells 3. Shoulder and carry straps 4. Sliding closures 5. Buckle and metal parts ?nishes 19 Delsey Commitment to Quality (1) 1. Wheels - ­? Wheels are made to carry fully loaded luggage over 30 kilome ters of abrasive surfaces and obstacles e? Able to surmount such abrasive surfaces and obstacles and urable Being pulled down to the stairs Being pulled on the ?at ?oor 20 Delsey Commitment to Quality (2) 2. Shells - ­? the loaded suitcase is placed one meter above the ground. It is then dropped in 26 di? erent Places - ­? producing a total of 26 impacts. e? Ensure the luggage is not easy to be broken nor accidentally opened even fall down in a height 21 Delsey Commitment to Quality (3) 3. Shoulder and carry straps - ­? are tested by being raised/lowered several thousand Mmes. e? Ensure the luggage is durable for carrying 22 Delsey Commitment to Quality (4) 4. Sliding closures - ­? can be opened and closed 5,000 Mmes, the equivalent of 5 years’ ormal everyday use. Repeatedly being opened and closed for 5,000 Mmes e? To guarantee the zippers are durable and capable to cope with normal everyday use 23 Delsey Commitment to Quality (5) 5. Buckle and metal parts ?nishes -à ‚ ­? are subjected to extreme corrosive and weather condiMons to test resistance to rust. Fabrics have to pass tear resistance tests. e? Guarantee the luggage are durable in materials and surmount most environmental changes 24 Delsey – CODE SECURI TECH  § Every luggage that has a unique code or CODE SECURI TECH. †¢? registraMon on our partner’s site RegProtect, via DELSEY. com a? opMmizes your chances of ?nding lost luggage y using the Internet to put you in contact with the ?nder. a? Able to ?nd the luggage back even there is a mistake of being taken by others 25 Delsey – ZIP SECURI TECH †¢? Exclusive Delsey anM- ­? thea innovaMon †¢? Unique major technological revoluMon and innovaMve secure closure system †¢? Strength e? ciently combats risk of luggage 26 Delsey – Luggage Security Locks †¢? TSA LOCK †¢? Used by American TransportaMon Security AdministraMon (TSA) †¢? Allows the US authoriMes to check your luggage wi thout damaging it 27 Delsey – Luggage Security Locks COMBINATION LOCKS O Ensuring e? ecMve protecMon for personal belongings COMBINATION PADLOCKS O Can nsert on certain luggage in the middle zipper and pocket for extra security 28 Delsey’s Exclusive Design  § Delsey commitment to design and technology †¢? Delsey has its own design laboratory to develop exclusive [email  protected] and patents †¢? Every product created and designed in France, at the very curng edge of technology O Quality and magneMsm is guaranteed 29 Delsey – Individualism Luggage †¢? Customer can put on their favorite painMng or picture on the hardside luggage for free O Every Saturday and Sunday they will demonstrate in the 3 retail store at 12pm, 3pm and 6pm 30 Delsey – Guaranteed Warrants  § INTERNATIONAL WARRANT †¢? All DELSEY roducts are guaranteed 5 years †¢? Using high speci? [email  protected] materials and subjected to stringent quality controls †¢? Guarantees world- ­? wide †¢? Against any manufacturing defects under the terms of the condiMons described on the guarantee coupon inside the luggage. 31 Delsey – Ultra Light Weight †¢? Lightweight, the concern essenMal issue for all Delsey product †¢? Lightened up the average weight of a luggage by 1. 1kg to 2. 1kg for soa ranges and up to 1. 2 kg for its hard ranges O Fiber Lite (O? ering extreme lightness) O Lite Gloss (Lightness for hardside) O X’Pert Lite (ExperMse serving light weight) O Secur- ­? lite (Combining security, esilience and light weight) 32 Partnership - ­? Delsey Camera Bags †¢? In 2001, AGENA and DELSEY started the development of a camera bag collecMon - ­? called Delsey Camera Bags. 33 Partnership - ­? Delsey Camera Bags †¢? Inspired by the French Delsey styling, we developed a superb collecMon of bags ideally suited for photographic equipment. Each and every model of the Delsey camera bag collecMon has been carefully studied to saMsfy the photographers' speci? c requirements, such as extra padding, easy accessibility and opMmum carrying comfort, while maintaining that typical â€Å"French† touch of class. 34 Partnership - ­? Delsey Camera Bags †¢? Products nclude : BACKPACKS, BELT BAGS / POUCHES, NOTEBOOK CASES, SHOULDER BAGS, SWING BAGS, TROLLEY BAGS, ZOOMSTERS †¢? This cooperaMon help Delsey to expand their business to di? erent ?elds 35 Partnership - ­? Biztrails †¢? Delsey work with Biztrails. com which is operated by BCD Travel Germany. †¢? Biztrail. com provide travel informaMon to the consumer †¢? Biztrail. com will insert some informaMon of Delsey in the arMcles that introduce the places around the world. †¢? This cooperaMon help Delsey to reach the target consumer 36 Price of Delsey †¢? Price range of Delsey HKD$900- ­? $5,000 37 Delsey - ­? Distribution (Place) †¢? BouMque Store v Hysan Avenue