Victorinox Swiss Army

VICTORINOXSWISS ARMY

1. Victorinox Today

2. Opportunities for an Extension

3. Proposed Brand Extension

4. Launch Campaign

AGENDA

Swiss Army Knives Cutlery Timepieces Travel Gear Fashion Fragrances

Product RangeSwiss Army Knives Cutlery Timepieces Travel Gear Fashion Fragrances

2. Research Method

• 4-phase research process, including– Street interviews– Online survey– Interviews with retailers

• Analysis of findings in SPSS

2. Main Findings

• Brand awareness• High degree of salience of brand name• High degree of recall & recognition

• Brand associations• Swiss Army knives• Multifunctional• Switzerland• Durable, reliable

Consumer Insights

• Victorinox products are used outdoors.

• Victorinox produces quality products.

• Victorinox products are “branded.”

• Victorinox is a classic, timeless brand.

3. Proposed Extension

VICTORINOX Swiss Army Camping

Product Description

• Victorinox Swiss Army Camping• Usage of red color and Victorinox emblem

• Sold at outdoor and online shops

Positioning

• Nature of the Competition

Price Segment Brand Product Offering

Premium Hilleberg • tents

Middle-Price

Fjällräven • tents, sleeping bags

Victorinox Swiss Army Camping

• tents, sleeping bags

Haglöfs • tents, sleeping bags

Marmot • tents, sleeping bags

Low-budget McKinley • tents, sleeping bags

Positioning

• Points of Parity• Functionality (Category POP)• Quality (Competitive POP)

• Points of Difference• User Imagery:

“Victorinox Swiss Army Camping = Adventure”

Target Segment

• 25-40 years of age

• “Work-hard Play-hard”• The “Weekend Warriors”• Adventure seekers

• Affluent image

• Particular about quality

4. Launch Plan

• Integrated Marketing Communication (IMC) approach

• 3 milestones: Phase I: “The Swiss Army

Challenge” Phase II: Print ads Phase III: Sponsoring of events in

“En Svensk Klassiker”

Campaign Timeline

Phase I Phase II Phase III

Phase 1: The “Swiss Army Challenge”

• Create buzz prior to the challenge via

a PR campaign:– Press release– Magazine articles– Blog posts

• Creation of micro-site

Phase 1: The “Swiss Army Challenge”

The Challenge• Submissions of “dream outdoor

adventures” • Selection of the 2 most interesting

concepts• Adventure start and reporting through

blogs and videos• Voting for favorite team

Phase 1: The “Swiss Army Challenge”

Launch Event• Complete and climax Phase 1 with the

Launch Event of Swiss Army Camping • Invite press, participants and blog readers• Award the winners• Present the tents and sleeping bags and

announce launch in stores

Phase 2: Print Ads

• 3 main themes, portraying the red

Victorinox Swiss Army Camping tent as:

1. The adventure companion2. The guiding star/ lighthouse after an

adventure3. A safe haven in extreme weather

Phase 2: Print Ads

• Published in lifestyle magazines for men

• Complementary: online videos telling the story behind the ads. (available on the micro-site)

The adventure companion

Swiss Army Camping

The lighthouse

Swiss Army Camping

The safe haven

Swiss Army Camping

Phase 3: “En Svensk Klassiker” Event Sponsoring

• Sponsor events of “En Svensk Klassiker” – Eg. Vätternrundan (June)

• Setting up of booths at the events

Dankeschön!

Swiss Army Camping