Details

Case

Educator Copy

SAMSONITE

ARIF J


INDUSTRY : CONSUMER PRODUCTS

AREA : Marketing

ORGANIZATION : -

LENGTH : 13

LUMS No : 04-505-87-1

PUBLICATION YEAR : 1987

DESCRIPTION

KEYWORDS:

Sales promotion, consumer marketing, distribution channels


DESCRIPTION:

Haroon Rashid Malik, National Sales Manager of Samsonite was studying the strategic and promotional logic of a special discount scheme for Samsonite luggage for Hajis. The marketing department of the company had devised the plan to increase sales in the Haj season . The case gives an interesting account of the company background, marketing channels, the market and competition.


LEARNING OBJECTIVES:


SUBJECTS COVERED:

Marketing