Rimowa Marketing Case Study

 Rimowa Marketing Case Study Composition

Marketing Example RIMOWA

Sales strategies

RIMOWA is actually a medium-sized German born company that manufactures mainly exclusive aluminum suitcases with an discovering brand-feature of groove pattern on which they will hold a patent. The cases get assembled by hand in numerous development steps and provide a high end product within an upper price segment. RIMOWA therefore pursues a benefit-oriented differentiation approach. As this kind of enterprise is famous for its top quality products and has been quite powerful with it over the past years, which shows their double-digit sales growth figures, that wouldn't generate any sense to change the marketing strategy to a price-oriented one. As for the segmentation strategy, RIMOWA's individuals are travellers just like usual travellers or frequent business vacationers from many countries having a mainly substantial income and a quality-consciousness. Their products have a rare to frequent use and enjoy a good consumer frame of mind with a good loyalty and high satisfaction. The company contains a clear exclusive selling preposition due to their largely aluminium made suitcases with remarkable groove pattern which usually serve to recognize the brand right away without having to look for the label around the case. In my opinion, RIMOWA does not need very much to change their segmentation strategy. The elements fit all their target group. However having already special models for photographers and reporters, I recommend to add performers to the demographic segment. Specialists would fund in very good protection for their expensive tools and hence make a good target group pertaining to RIMOWA. I might also consider choosing young wealthy people in to the demographic client aspects. Youthful jetsetters might regard exploring with RIMOWA suitcases psychographically as a life-style or to be exact as a must have. To satisfy RIMOWA's development objectives we must look at the Ansoff strategies as well. It is possible to penetrate the existing market simply by finding clients like over...


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