International Human Resource ManagementFull description
Vithaldas Ishwarchand Piramal
(VIP) A very intriguing package Group no: 7
&'N(!%S()* +, MA-AS.
Members: Nandhini K Kiruthika M S Lalith Kumar !i"ay #rasanth #radeep kumar kumar$v $v Karthik %
COMPANY INFORMATION )he company 0as incorporated incorporated on /7211345 /7211345 as a private limited company under the name Aristo #last #vt$ Ltd$ and commenced its activities by taking on "ob 0ork in plastic moulding$ )he 8ompany became a public limited company on 192 137$ )he name o; the company 0as changed to !$($# !$($#$$ (ndustries Ltd$ 0ith e #lastic ? #lastic #roducts
CAS INTRO!"CTION
!(# industry has s0ay ;or over t0o decades in the organi@ed luggage market$ 8ustomers perceives value ;or money$ Al;a is sold at much lo0er price$ Al;a &!(#s economically price brand. sells 1$9 lakh pieces a month$ Market esearch sho0s that an average (ndian ;amily pulls out the suitcases merely merely ;or a outstation travel a ;e0 times a year$ !(# has a 0ide range o; market segment starting ;rom s /39 to s 4222 a piece$
#Y ISS"S )he brand becoming generic to the category category and local brands eating into the share o; the company$
(t entered a price 0ar 0ith the unorgani@ed sector$
!(# 0as very dominant in the mid> segment it had no presence presence in the luCury segment$
C$AN% IN TRN! OF POP& #eople are not eCactly moving to premium bags but are moving to branded bags ;or sure$ De End that the gro0th in airline travel and the sale o; branded luggage sales are directly interlink i nterlinked$ ed$ 8orrelation 8orrelation bet0een sales data and travel data is almost 2$39
S'OT ANA&YSIS
+pportun
SAMSONIT COMPTITOR ,ormidable competitor>1337 %stablished its presence in the luCury segment o; the market$ !ip> dominant in mid>segment Garnered a market share o; about 9F in a short period o; time$ Samsonite mean0hile also 0anted to enter the mid> segment & 522> /222 range.$(t launched the brand American )ouristerH to enter this segment posing a ma"or threat to the market leader$ Samsonite >international contemporary look >appealed to the ne0 generation than !(# 0hich 0as not perceived as a vibrant brand$
$O' !I! VIP $AN!& SAMSONIT )o )o counter the threat o; Samsonite !(# launched %lan@a and 8aprese range o; premium luggage$ %lan@a&s /92. >made available through select dealers only in order to maintain its premium image$ !(# set the price so high to preempt Samsonites entry in the super>premium super>premium segment o; the market$ market$
FAVORA& FACTORS FOR VIP
Steady economic gro0th propelled the travel sector$ 8onvenience and variety gained prime importance$ 8are ;or aesthetics increased importance ;or so;t luggage$ #eople no longer used same suitcase ;or all occasions$
Hence luggage has transformed from merely a functional product to a fashion or life style product $
MI&STONS OF VIP
2011>!(# ushers in the ;our 0heeling revolution in india 0ith 2011> 0 ith the launch o; its I42 0heelingI range$ 2010>!(# 2010 >!(# (ntroduces ISuperliteI J light0eight bags that enable you travel easier easier and pack more 0ithout 0ithout the ;ear o; paying eCcess baggage ;ees$ 2009>>!(# launches 0ater dirt and stain resistant 2009 resistant bags 0ith )eonH$ 2008>>!(# introduces the Erst o; its kind business bags 2008 8oupeH to keep your pro;essional and personal luggage separately$ 2006>>!(# launches Aura J a tribute to the modern (ndian 2006 0oman 0ho pre;ers to step out in style$ 2004>>!(# brings in the concept o; single stem trolley ;or 2004 eCceptional eCceptional control and e
ANSOFF MATRI* MAK%)S
# + ' 8 ) S
%(S)(NG
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MAK%)
#+-'8) -%!%L+#M%N)
G N #%N()A)(+N ( ) S y o
products$
MAK%) -%!%L+#M%N)
D Acuired 8arlton to % N enter global market and Alliance 0ith -elsey$
(ntroduction o; ne0 brands like Mantra ? Skybags$
-iversiEcation -iversiEed in to manu;acturing ;urnitures&Moderna. ;urnitures&Moder na. and health care$
AC+"SITION OF CAR&TON ,or targeting the premium end o; the market$ )argeted )argeted younger consumers through through style by o
1.)his buyout provided !(# 0ith a lucrative passage into the high>gro0th %uropean market$ /.8arltonPs strong brand and !(#Ps lo0 manu;acturing costs provide provide !(# 0ith an edge over its competitors$
A&&IANC 'IT$ !&SY -elsey >international brand ;rom ,rance> ;or premium brand$ )his alliance makes makes !(# the sole manu;acturer ;or the -elseys global hard luggage range$ IDe 0ant to become the hard luggage ;actory ;or the 0orldI said -ilip #iramal$ 8ombination o; high end technology ;rom -elsey and lo0 manu;acturing cost ;rom (ndia$
RASONS FOR TRMINATION 'IT$ !&SY -elsey 0as not 0illing to spend on the brands advertising in (ndia$ -elsey needed a more strategic involvement to establish its premium positioning$ So they broke broke their ties 0ith !(# and ;orged an alliance 0ith eauty 8oncepts$ 8onsumers are moving to0ards branded luggage 0hich reects reects their li;estyle$
A!VRTISMNT
8hanged ;rom Kal hi Aa" hiH campaign to ye>yeH campaign$ 'sed Oappy "ourneyH as the base line$ Shahid Kapoor and =ohn Abraham became the brand ambassador$ ambassador$
Marketing miC
PRO!"CT 8arlton
> international international brand > premium segment$ Skybags > stylish product > youth consumers$ Al;a J Aristocrat > value ;or money > lo0 end people$ Mantra J ladies$ uddy> children$
PRIC Pric, ran-,s .r/m Rs0123 t/ Rs04253330 Al;a ranges ;rom s$592 to s$522$ Aristocrat ranges ;rom s$/422 to s$4722$ Skybags Skybags ranges ;rom s$452 to s$7/22$ 8arlton ranges ;rom s$9222 to s$1B392$
P&AC etail outlets like )he 8arlton Store !(# Lounges and !(# (ndustries store$ More than 422 eCclusive stores$ Li;estyle stores hypermarkets army canteens and 0holesale net0orks$
PROMOTION #rint media$ %lectronic media$ !(# (ndustriesP POappy =ourneyP )L campaign$ +
C% MATRI* MAK%) SOA% O(GO M A K % ) G + D ) O
O ( G O
L + D
8ash S)A -og co0
L+D
NT SA&S N,t sal,s(in cr/r,s) 322 522 722 422
YARS Y ARS
922 B22 22 /22 122 2
/223
/212
/211
/21/
/21
SA&S S$ARIN% PROPORTION sal,s sharin- 6r/6/rti/n
;urnitureQ BF
othersQ 2F
luggage itemQ 2F
So;t luggageQ 44F
C"RRNT P&ANS OF VIP Launched a eco>;riendly bag called Acura&niche segmentation.$ Going to launch ne0 polycarbonate range under !(# and Skybags$ Looking ;or0ard ;or0ard to launch a range o; luggage ;or 0omen called -iva$)hese are light0eight bags specially designed ;or 0omen travellers$ As a market leader !(# is looking to enter more niche markets$
+"A&ITY C$C# IN VIP T$ T"M& TST
92 %!+L %!+L')(+NS ')(+NS ? +S) +S)A8L%S A8L%S : )his test test is been carried by tumbling the bag in a tumbler at 92 cycles in a loaded condition$
T$ '$& TST
/ KMS:Dheel is been carried ;or / kms in a loaded condition to check the 0ear and tear ;or 0heels$
T$ &OC# TST
#'SO ? %L%AS% 8*8 8*8L%S L%S : De check the locks durability by operating the lock ;or 19222 192 22 cycles in one go continuously$ continuously$
T$ !ROP TST
-ropping the bag 9 times on the ground at all corners and sides$
T$ $AN!& TST
922 )(M%S )(M%S : )ested by giving "erks to the handle ;or 922 times in a loaded condition$
T$ 7IPPR TST
19222 )(M%S ,+8% A##L(%- )+ SL(-%S ? R(##%S : ,orce ,orce is applied to sliders and @ippers to test the strength o; @ippers and pullers$
CONC&"SION Along 0ith gro0th gro0th in airline travel international eCposure and a lot o; innovative 0ork 0ith branded goods has helped the industry gro0$ rand repositioning repositioning e
Keeping in pace 0ith the taste o; the customer 0ill help to maintain its longstanding ;amiliarity “kal bhi… aaj bhi… kal bhi” and long and “happy journey H$ H$