Victorinox acquired Wenger in 2005, including Wenger's fragrance business. The head of marketing must now present a plan for the fragrance unit. The fragrance industry is large and growing, and Victorinox's brand is strong. Victorinox should diversify into fragrances by leveraging what customers associate with Switzerland and Victorinox brands, and by transferring the spirit of the Swiss Army Knife. An innovative fragrance that highlights the outdoors could succeed if marketed through Victorinox's retail network and with free samples.
1. Swiss Army: Diversifying intoSwiss Army: Diversifying into
the fragrance business
Stefan Kälin
25th January 2015
Stefan Kälin
UNIVERSITY OF FRIBOURG - FACULTY OF ECONOMICS & SOCIAL SCIENCES
iimt – Bd de Pérolles 90 – 1700 Fribourg – www.iimt.ch
25th January 2015
8. Swiss Army: Diversifying intoSwiss Army: Diversifying into
the fragrance business (Case 4)
BAKUP SLIDES
Stefan Kälin
25th January 2015
Stefan Kälin
UNIVERSITY OF FRIBOURG - FACULTY OF ECONOMICS & SOCIAL SCIENCES
iimt – Bd de Pérolles 90 – 1700 Fribourg – www.iimt.ch
25th January 2015
12. Thank you
for your attention!for your attention!
UNIVERSITY OF FRIBOURG - FACULTY OF ECONOMICS & SOCIAL SCIENCES
iimt – Bd de Pérolles 90 – 1700 Fribourg – www.iimt.ch