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Victorinox Swiss ArmyVICTORINOX    SWISS ARMY
AGENDA1. Victorinox Today2. Opportunities for an Extension3. Proposed Brand Extension4. Launch Campaign
Product RangeSwiss Army Knives   Cutlery   Timepieces   Travel Gear   Fashion   Fragrances
2.   Research Method •   4-phase research process, including     – Streetinterviews     – Online survey     – Interviews w...
2.   Main Findings •   Brand awareness       • High degree of salience of brand name       • High degree of recall & recog...
Consumer Insights•   Victorinox products are used outdoors.•   Victorinox produces quality products.•   Victorinox product...
3. Proposed Extension     VICTORINOX Swiss Army Camping
Product Description•   Victorinox Swiss Army Camping•   Usage of red color and Victorinox emblem•   Sold at outdoor and on...
Positioning•   Nature of the Competition     Price Segment         Brand            Product Offering    Premium           ...
Positioning•   Points of Parity     • Functionality    (Category POP)     • Quality          (Competitive POP)•   Points o...
Target Segment•   25-40 years of age•   “Work-hard Play-hard”•   The “Weekend Warriors”•   Adventure seekers•   Affluent i...
4. Launch Plan •   Integrated Marketing Communication     (IMC) approach •   3 milestones:        Phase I: “The Swiss Army...
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     – ...
Phase 1: The “Swiss Army Challenge”The Challenge• Submissions of “dream outdoor adventures”• Selection of the 2 most inter...
Phase 1: The “Swiss Army Challenge”Launch Event• Complete and climax Phase 1 with the Launch Event of  Swiss Army Camping•...
Phase 2: Print Ads•   3 main themes, portraying the red    Victorinox Swiss Army Camping tent as:     1. The adventure com...
Phase 2: Print Ads•   Published in lifestyle magazines for men•   Complementary: online videos telling the    story behind...
The adventure companion
The lighthouse
The safe haven
Phase 3: “En Svensk Klassiker”               Event Sponsoring•   Sponsor events of “En Svensk Klassiker”    –   Eg. Vätter...
Dankeschön!Swiss Army Camping
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Victorinox - Brand Extension Project

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Another project for SSE, about a potential brand extension for the Victorinox brand.

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Victorinox - Brand Extension Project

  1. 1. Victorinox Swiss ArmyVICTORINOX SWISS ARMY
  2. 2. AGENDA1. Victorinox Today2. Opportunities for an Extension3. Proposed Brand Extension4. Launch Campaign
  3. 3. Product RangeSwiss Army Knives Cutlery Timepieces Travel Gear Fashion Fragrances
  4. 4. 2. Research Method • 4-phase research process, including – Streetinterviews – Online survey – Interviews with retailers • Analysis of findings in SPSS
  5. 5. 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
  6. 6. Consumer Insights• Victorinox products are used outdoors.• Victorinox produces quality products.• Victorinox products are “branded.”• Victorinox is a classic, timeless brand.
  7. 7. 3. Proposed Extension VICTORINOX Swiss Army Camping
  8. 8. Product Description• Victorinox Swiss Army Camping• Usage of red color and Victorinox emblem• Sold at outdoor and online shops
  9. 9. Positioning• Nature of the Competition Price Segment Brand Product Offering Premium Hilleberg • tents Fjällräven • tents, sleeping bags Victorinox • tents, sleeping bags Middle-Price Swiss Army Camping Haglöfs • tents, sleeping bags Marmot • tents, sleeping bags Low-budget McKinley • tents, sleeping bags
  10. 10. Positioning• Points of Parity • Functionality (Category POP) • Quality (Competitive POP)• Points of Difference • User Imagery: “Victorinox Swiss Army Camping = Adventure”
  11. 11. Target Segment• 25-40 years of age• “Work-hard Play-hard”• The “Weekend Warriors”• Adventure seekers• Affluent image• Particular about quality
  12. 12. 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”
  13. 13. Campaign Timeline Phase I Phase II Phase III
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Phase 2: Print Ads• 3 main themes, portraying the red Victorinox Swiss Army Camping tent as: 1. The adventure companion 2. The guiding star/ lighthouse after an adventure 3. A safe haven in extreme weather
  18. 18. Phase 2: Print Ads• Published in lifestyle magazines for men• Complementary: online videos telling the story behind the ads. (available on the micro-site)
  19. 19. The adventure companion
  20. 20. The lighthouse
  21. 21. The safe haven
  22. 22. Phase 3: “En Svensk Klassiker” Event Sponsoring• Sponsor events of “En Svensk Klassiker” – Eg. Vätternrundan (June)• Setting up of booths at the events
  23. 23. Dankeschön!Swiss Army Camping

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