Rimowa Marketing Case Study

1359 words 6 pages
Marketing Case Study RIMOWA
Marketing Strategies
RIMOWA is a medium-sized German company that manufactures mainly exclusive aluminium suitcases with an identifying brand-feature of groove pattern on which they hold a patent. The cases get assembled manually in numerous production steps and offer a high-end product in an upper price segment. RIMOWA therefore pursues a benefit-oriented differentiation strategy. As this enterprise is known for its high quality products and has been quite successful with it over the past years, which shows their double-digit sales growth figures, it wouldn’t make any sense to change the marketing strategy to a price-oriented one. As for the segmentation strategy, RIMOWA’s consumers are travellers like usual
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That way a unique selling preposition is ensured or in other words, it would give the consumer a reason more to buy a RIMOWA product. The company should also maintain investing in new products and designs. A consideration could be to work on the product range. In the width it would mean to include cases for music instruments as for the target group of musicians or inventing cases for glasses for instance. With regard to the depth I would propose to create products for younger people. To attract youngsters would also mean to work on product features like offering colourful suitcases or on the product form like for example a futuristic designs.

I assume that RIMOWA has a cost pricing method, which is obviously orientated on the costs incurred by the production and others. As its products have a very good -2-

Marketing Case Study RIMOWA handwork fabrication it justifies the high prices. Of course one could consider relocating the production to low-cost countries to reduce costs like its competitors do. But the niche marketer RIMOWA is known for its quality “made in Germany” and what is more, the company wants to remain an exclusive product. That’s why I would reject this idea. To reduce immense import taxes the enterprise takes already into consideration to establish an assembly facility in the US. That is in my opinion a better option. Since the company’s customers are retailers, RIMOWA could