Advertising and Communications: Case study

Thèmes abordés

Advertising and Communications, tourism, Manufactures

Résumé du document

The aim of this paper is the launch of a new product, under the name of a new brand. The product that I have been assigned is: A new line of luggage. Nowadays, everybody use luggage. The popularity for tourism, adventure travel increases the demand of specialty luggage. Indeed, a part of the global population travels for their work. And this part of the population needs specific luggage product. Nowadays, luggage is becoming a fashion accessory. The company creates luggage with trend colors, ergonomic design and new textures in order to have a competitive value.

But several companies invest in Research and Development in order to innovate more and create luggage with high quality material and advanced features. Manufactures companies try to answer to customer needs according to the society evolution. We see in the luggage market, since several years, products strongest and lightest. They are many competitors in the luggage market in the world. This competition is based on the finest brand name, product quality, product design and price. But customers take care also at the innovation, the ad value of the product and at the customer service. The luggage market is a market important in the world. But, the crisis in 2008 has affected the market because the number of traveler has decreased. The luggage market is dependent on the travel industry. In 2009, the travel industry has decreased of the 3%.

Extraits

[...] And the added value of the product is that only the user of the luggage can open it with its finger print. The message and pictures deliver are easy to understand. Below the advertising, we can read the name of the website and the number of the company. People who have interesting in the product can call the company or visited its website in order to find information on this innovative luggage. Conclusion: Advertising and Communications Page 14 of 19 We have decided to launch a new luggage. The luggage market is a market with many competitors. [...]

[...] The audience Advertising and Communications Page 7 of 19 - The target audience The “Digibag” is manufactured for business travelers. This target travel predominantly for business. In their luggage, travelers have important documents, clothes, computer for their work. They need security concerning the content of their luggage. Because of their many business trips, they need security and also speed. The check-in at the airport is often length. Our target audience is business man between 35 and 45 years old. They travel several times in the month for business trip and have specific needs. [...]

[...] The value of strength is correctly present in the sportive domain. Customers who travel a lot need a strength luggage. This advertising correlate with the needs of customers. But, I think there is a weakness in its advertising. Indeed, customers buy luggage for traveling. But the advertising does not give desire for travelling. Competitive analysis ! ! ! Name of product: Lite gloss Company: Delsey Key features of the product: luggage with wheels, easy to handle, light,clasp with zip Securi Tech (patents of Delsey). [...]

[...] Advertising and Communications Page 19 of 19 For this campaign Louis Vuitton chose as muse the famous actor Sean Connery. ! What do you think are the strengths and weaknesses of their advertising? The strength of its advertising campaign is to use a famous an actor, because the target of the luggage (rich people) can identify at him. Sean Connery represent a gentleman, the elegance of the brand, a person who know escape of the civilization but always with its Vuitton luggage. [...]

[...] Advertising and Communications Page 3 of 19 We decided to focus on traveller businessmen because this segment is not influenced by the tourism industry. And we will launch this new luggage in the United States. In order to well describe the launch of this product, this paper will be divided in several parts. First, we will present the product, with all these characteristics. Second, we will focus on the audience of the product. The third part of this report will concern the message, followed by the regulatory issues and we will conclude by the description of the campaign. [...]