Rimowa: Redefining Luxury Travel for the Next Generation

For our final project, our team developed a comprehensive integrated marketing plan for Rimowa, the LVMH-owned luxury luggage brand. The challenge was to apply semester-long strategic frameworks to a real luxury brand navigating evolving consumer expectations, digital transformation, and competitive premiumization in the travel goods market.

I served as project lead and primary strategist, building the foundational structure that guided our team through situational analysis, positioning, persona development, customer journey mapping, and tactical planning. The final deliverable was a full marketing plan covering market opportunity, brand positioning, the 7Ps, target persona, strategic objectives, funnel tactics, KPIs, and implementation roadmap — presented to our professor and peers as a polished strategic pitch.

My Role:
📐 Master Framework Development: Created the project outline by reviewing course materials, identifying all required components, and building the full strategic structure: personas, goals, strategy, objectives, tactics, and control mechanisms.
🧭 Project Management & Coordination: Led all project logistics across the semester: clarified task division, set internal deadlines, coordinated deliverables, scheduled meetings, sent reminders, and ensured source documentation and content completion.
🎯 Strategic Content Development: Expanded and refined core sections including: customer analysis, the 7Ps framework, brand positioning map, target persona, customer journey map, plan goals, strategy, objectives, and tactic ideation. Designed guided brainstorming exercises to generate implementation examples.
📊 Integration & Design: Integrated all team contributions into the final marketing plan template, created and organized the majority of presentation slides, and ensured visual and narrative cohesion across deliverables.
📣 Presentation Delivery: Presented the Target Customer, Value Proposition, and Marketing Funnel sections during the final pitch.

Tools:
-Canva
-Marketing Plan Template (Professor-provided)
-Collaborative Research & Brainstorming Frameworks
-Nano Banana