EXECUTIVE SUMMARY Travex Industries Ltd.

is the flagship company of the US$200 million DG Piramal Group, with a workforce of nearly 2000 people, 2 manufacturing units in India and multiple subcontract operations in China and Indonesia. It has a world class Design Lab and R&D centre that works towards creating state-of-the-art travel solutions for our customers worldwide. The product portfolio of Travex Industries Ltd. today includes a diverse range of hard-sided and softsided luggage. Travex bags are convenient for people who travel all over the globe. These bags are meant to be comfortable and safe while traveling as the bags are installed with the traco locks and a lot of clothes can be fit in the bag because of the polymer lining inside the suitcase. Also, Travex bags helps its users to systematically arrange all their things because of the various sections available in the bag. Travex Industries Ltd. has a license and markets Delsey products in India and SAARC countries. These products reach over 8000 retail outlets across the country. Outside India, we have a network of over 1300 retailers across 27 countries. Our range includes injection moulded PP cases; vacuum formed ABS cases as well as soft-side luggage in nylon, polyester and EVA material. INTRODUCTION ABOUT THE COMPANY Travex is a part of Piramal indusrtries group. The first Travex suitcase rolled off the assembly line in 1971, and since then we have sold over 60 million pieces of luggage to people around the world. Travex has several innovations in product design & technology, many of which are patented in India and internationally. In the organized Indian luggage market, travex leads all other brands with a dominant 60% market share with its products reaching over 8000 retail outlets across the country and over 1300 outlets spread across 5 continents in 27 countries Travex s product offerings includes a variety of hard and soft luggage strolleys, suitcases, duffle bags, laptop bags, executive cases, backpacks, and even travel accessories. Travex efforts all along this journey have been to delight consumers by anticipating their ever evolving needs and delivering them through thoughtful and innovative products .From providing unmatched durability in luggage at a time when travel was primarily in trains and buses to providing convenience, styling and variety in luggage as the category needs evolved from safety & durability to becoming a statement of ones sense of fashion of lifestyle and a fashion, Travex has remained the favourite choice across generations . The fact that Travex enjoys the trust of millions of Indians can be gauged from the fact that the brand has retained its numero uno position even 40 years after its launch. VISION To be the Global Leader in the travel products business & build memories through travel

MISSION To enchant traveler with unforgettable travel experience. Customer care is among the highest of our priorities and we are on our toes to accomplish this task at any hour.

GOALS AND OBJECTIVES To provide our consumers superior service across the globe To enhance superiority and improve secondary sales vis--vis competition. To set up a helpline no where consumers can seek redressal of their complaints 24 hours a day becoming the leader in the field of luggage tracking with our unique registration system. We intend to be a leader in the industry, building strong customer loyalty with the quality of our product and customer satisfaction. We aspire to move forward with our product and capture a large share of the market. Our unique design and tracking system, affords us the opportunity to enter into the luggage business with no comparable competition among the manufacturers of luggage throughout the world. We seek to enter and capture a large share of the world market based on our safety, quality, design and customer satisfaction, within 5 years. By achieving the above, we will strive to be the industry leader in customer service, loyalty and satisfaction. CORE COMPETENCIES For the first time in the world the bag uses Vacuum polymer film inner storage, which will help to increase the storage by almost 3 times in the same bag. New Patented Dual TRACO LOCK installed to lock as well as to track the bags in case of theft which will not only keep your belonging safe but also incase of theft u can easily track it .

SITUATIONAL ANALYSIS INDUSTRY ANALYSIS: The luggage industry in India is currently undergoing a consolidation phase. Competition in the sector is expected to intensify with the entry of foreign players like Delsey of France. The main competitors in this area are VIP , American Tourister, Samsung. They have a constant growth phase going on. VIP is very old and respected brand and American Tourister gives a sturdy feel to the customer. They are both steady and strong players in the market. Companies with good research and development facilities are expected to survive while others may end up as contract manufacturers for the bigger players. The luggage market comprises of three segments namely the premium segment with 15% of total market share, the popular segment and the standard segment. Samsonite (International) and VIP are the dominant players in the premium segment with a market share of 52% in the popular segment. V.I.P. industries and Universal dominate the low-end standard segment. The luggage market is dominated by the unorganized sector with 50% market share. Northern and western India are the biggest markets in the country. V.I.P. and Samsonite are focusing on developing their distribution networks. Both players are also into exports. V.I.P.s export touched Rs.134 million in 1997-98 and is mainly targeted at Gulf and West European Markets. Samsonite posted an export turnover of Rs.150 million for the year ended December 98. Luggage manufacturers, particularly V.I.P. have slashed prices following decline in prices of raw materials.

The organized sector (8%) is growing at a lesser pace when compared to the unorganized sector (25%). The organized sector will have to face the reality that players in this sector may become organized and come out with branded products emerging as competitors to the existing players in the organized sector. The organized sector has to be cautious of the developing grey market. SWOT ANALYSIS STRENGTH TRACO LOCKS POLYMER FILM DIVERSIFIED PRODUCT RANGE OPPORTUNITY NEW PRODUCT CONCEPT TIEUPS WITH INTERNATIONAL PLAYERS WEAKNESS NEW IN THE MARKET HIGH INVENTORY & TRANSPORT COST THREATS COMPETITORS LOW DEMAND INDUSTRY

MARKETING OBJECTIVES The marketing objectives of TRAVEX is to realize presence about our products in the market. We want to make our products so familiar with the people that next time when they think about the luggage bags; the first thing that should come in their mind would be TRAVEX, for its style and sturdiness. TRAVEX is new product in the market, we would focus on this aspect to make sure that the masses understand that we are new product with new and innovative technology. The technology of traco locks does not exist in the market and we are ready to bang on this opportunity to grab customer attention and focus on further customer retention. The next opportunity would be tie ups with the international players where we would strengthen our brand with the established brands who are international players. This all would be achieved in the upcoming timeframe of about 1-2 years. This would help is understand how well we have achieved our goals and make refinements further if necessary. MARKETING STRATEGIES: SEGMENTATION AND TARGETING Travex caters to : Mainly to the high income bracket of business and executive class The needs of both male and female customers. The age group ranging from 20 - 60 years.. We at travex have segmented our markets on the basis of demography considering age and income parameters. TARGET MARKET Our targeted customers are : Executives and professionals. Regular travelers (male/female) Youth looking for style statement, comfort and safety.

DIFFERENTIATION We have the main feature of traco locks associated with our product, which differentiates our product with other products in the market. This technology is currently not in the market and introduction of this technology will give us an competitive advantage over other brands. POSITIONING OF TRAVEX STYLISH YET STURDY Luggage Bags are no more considered as an utility but also fashion statement. Our Team of TRAVEX provides bags which are stylish to enhance your style and strong enough to handle all jerks. And this is what are positioning is. We want our bags to be identified stylish yet robust in the minds of our target group. We will provide this message through advertisements. By studying perceptual mapping we want our bag to be known for its style statement as well as for its sturdiness.

By positioning our bag to be stylish yet sturdy we want to acquire a place in minds of our target audience, which no one has taken till now. MARKETING MIX OF TRAVEX 4Ps PRODUCT Traveling is by far one of the greatest things to rejuvenate. Theres nothing like checking out new places however, the worst thing you could possibly do is bring too much to carry with you. The best thing to do is travel with the right equipment and youll be cruising. A good gear and board bag with wheels can help make that happen. We are the leading manufacturer of an excellent range of bags that are used in various domestic, official and commercial uses. OUR RANGE INCLUDES

Laptop bags Executive bags Youth bags

PRODUCT

LAPTOP BAGS
LAPTOP BAGS

EXECUTIVE BAGS

YOUTH BAGS

Full-coverage padding: Suspending the laptop compartment well above the bottom of the bag can help protect it. A big difference: Little things like a key ring clip and a pocket for the laptop cord are conveniences which are provided in our laptop bags. Size: Our laptop case is designed to fit laptops up to 17". Two easy-accesses: Space provided ideal for phone, MP3 players and other personal items. Padded/adjustable shoulder strap: It makes it easy to carry the bag wherever you go Different variety: We offer variety of colors to suit everyones needs

Material: Durable and lightweight material ideal for busy professional on the go. EXECUTIVE BAGS We use premium grades of leather and leatherette that are procured from the reliable and established vendors. Our bags are available in different colors, shapes and sizes. Our executive bags are stylish which comes with all the necessary features which make it a complete bag. It comes with a push button trolley in steel finish. It features fixed traco lock, corner wheels with ball bearings and many more.

We offer an extensive range of

Leather Bag for our clients that are

designed exquisitely and given a stylish look which suits best in the hands of executives, professionals and businessmen for our clients. Further, our range is spacious enough to keep important things properly and has a number of chained pockets in its front for utility purpose. Some of the salient features of our range of bags include : Excellent finish Durable Water proof Longer functionality

YOUTH BAGS We offer a comprehensive range of travel bags in the form: Shoulder bags Duffle bags Some of the features of our range of Youth Bags : Attractive shapes and sizes Durable Excellent finish Water proof FEATURES For the first time in the world the bag uses Vacuum polymer film inner storage which will help to increase the storage by almost 3 times in the same bag. New Patented Dual TRACO LOCK installed to lock as well as to track the bags in case of theft which will not only keep your belonging safe but also incase of theft u can easily track it . High quality polymer fabric is used for longevity and durability of the bag. Dual Section for separate storage so that two people can put there cloth at different section which will help in ease of access and better organization. 4 Wheels for 360 Degree Wheeling. 5 years international warranty on all the products. Soft Grip Handle - for carrying comfort. A variety of colors are available from Black , Blue, Red and Purple . Bumpers on luggage - to protect suitcase corners from drops and conveyor belt impact Appealing looks.

MECHANISM Our bags are stitched with nylon thread on Japanese Machines by the most experienced tailors to assure best quality and durability. We make bags of style and strength fully personalized to your requirements backed by our guarantee of rapid and timely delivery of goods PRICE: Travex bag is a premium travel bag with the state of the art technology and high quality . The prices of the product are great value for money and a status symbol for business class and executives. For the first time there has been a separate range of product dedicated for only women professional The different variety of bags are :

Priced Rs 13999/Priced Rs 15999/-

Targeted for women executives Priced Rs. 25000/- (complete set )

Targeted for youth Priced Rs. 7000/-

PLACE PROCUREMENT OF RAW MATERIAL: In Travex, for hard luggage manufacturing, the primary raw materials required are Polymers, Aluminum and components. Polymers form around 35% of the total raw material cost in value terms and are sourced domestically at spot prices. Being crude derivative, prices of polymer are thus volatile.

DISTRIBUTION CHANNEL TRAVEX has a wide distribution network with around 6,000 dealers and 400 exclusive shops across India. Further it has presence across 200 retail outlets in hypermarkets and lifestyle stores. It also provides it travel bags to a number of multi brand outlets in India . As we are into Niche market the places at which our bags would be sold are the most popular malls in each region. In northern region we would like our bags to be sold at Delhis biggest transport terminal, ISBT (InterState Bus Terminus) at Kashmiri Gate Metro station. This Metro station sees nearly 6 to 7 lakh commuters every day. Therefore, the upcoming mall will easily generate substantial footfalls. Also at various other malls in delhi such as Ambience mall, Select city mall and Great India Palace. In the eastern region we would like our bags to be sold in Kolkatta at Diamond Plaza, DLF grand mall, Rainbow plaza as this malls are the most popular and there are around 5-6 lakhs of commuters visiting such malls. In western region we would like our bags to be sold at Inorbit, Nirmal life style, Infinity, High Street Phoenix ,Infinity 2 as this are very renowned malls in Mumbai, these malls are very well known for its kind of stores they have inside. In southern region ie Bengaluru we would like our bags to be sold at Garuda Mall, Forum Mall, Eva and MantriMall because these malls have maximum numbers of commuters. Also we would like to have our stores to have 5 Star Hotels in all Metro Cities. We would also have our stores set up at international airports at all Major cities. PROMOTION TRAVEX has a strong USP attached to the product. It is an overall new concept of having bags with TRACO LOCKS & polymer lining which allows the consumer to carry their luggage safely and systematically. The promotion strategy for this product was basically meant to tap the niche market as the producers wished to encash on the new concept that they had bought about by introduction of such travel bags. The company will also go for heavy outdoor advertisement by setting up hoardings & billboards. These posters and hoardings were setup on the highways and in metros of major cities like Mumbai, Calcutta, Hyderabad, Bangalore, Gujarat, Delhi, Chennai and Goa. This type of advertisement is undertaken to attract the target market determined by the producers and that comprises of people who travel a lot.

Travex also opened its independent stores at various shopping malls in the cities it has targeted where the bags are exclusively available to consumers. There are demo sessions carried out at its outlets as educate the consumers on the usage of these bags. The customer feedback is also taken in order to improve the companys customer reach. A website of the company too was created so that the consumers can log on to it and find out more about the company, its product and details of its use. The official website of the company is www.travex.com Travex has done tie ups with various travel agencies wherein it will provide travel bags to such agencies at discounted price who could in turn promote our bags with their large customer base and also create awareness about the various new innovative features of our travel bags. We also plan to promote the travel bags through corporate exhibitions held in metro cities. We have also come up with sweat shirts with the logo of travex printed on it as a part of promotional strategy,which we will give to our customers on the purchase of the bags and various other combo offers. The major source of promotion will be carried out the TV commercial of our bags, in which our brand ambassador, Sonam Kapoor will endorse the product and thereby increasing its publicity Promotional T- Shirts And Caps We offer an excellent assortment of T-shirts/caps that is widely catered to various needs in both commercial and domestic purposes. Our range of T-shirt / Caps are offered in collar neck and widely accepted for its comfort wear. We use qualitative grades of fabrics that are procured from the reliable and established vendors. These T-shirts / Caps can be used as promotional programmers and can be worn in all working environment. We customize our range of T-shirt / Caps as per the directions provided to us by our clients.

BUDGETIMG ( SALES FORECASTING) Our product is a new launched which needs a aggressive marketing to create a brand awareness for your product.our advertising budget will be on the higer side because our product target audience is high class we would be using ALL AVAILABLE FUNDS METHOD. This aggressive method involves the allocation of all available profits to advertising purposes. This aggressive approach is sometimes useful when a start-up business is trying to increase consumer awareness of its products or services. However, a business using this approach needs to make sure that its advertising strategy is an effective one. As a part of out marketing strategy we would be using different forms of sales promotion strategy from buying add space in T.v commercial showing our brand ambassador which would be around 40 % of the total budget allocation . we would also buy coloums in leading newspaper like TIMES OF INDIA, DNA and HINDUSTAN TIMES allocation about 35 % of the total budget . we would be also showing the durability of the product to the people in exhibitions and website . we have allocated 15 % of the total budget and the Rest for sponsorship in colleges

CONTROLLING AND MONITORING For primary data, company will ask consumers to give their views about travex to understand their requirements and would also help further improvements. Also, a survey from time to time will also be conducted to keep a track about the demand of Travex among the customers. For secondary data company will use websites, different magazines and newspapers.