This Presentation contain information about company. Products in which company deal. Basically this presentation is focused on "Swiss Army Knife" a master product of the company. Link for video which describes the journey of victorinox from its very first day... "https://www.youtube.com/watch?v=Omuzu9hTHMY"

1. Presented By –
• Harish Kumar Sharma
• V.Arjun
• Aditya Jaju
• Ankit Bounthiyal
• Sahal Rizvi
• Marcus B. Jacob
• Mohit Kumar
Bhavan's Usha and Lakshmi Mittal Institute
of Management

2. ORIGIN
• Founded in 1884.
• Founder - Karl Elsener I
• Head Office - Ibach-Schwyz
(Switzerland)
• Current CEO-Carl Elsener IV
Bhavan's Usha and Lakshmi Mittal Institute
of Management

3. Other Information
• Since 1891, the company has delivered knives to Swiss
Army.
• The biggest manufacture of pocket knives in the world.
• Have innovative products like SwissCard.
• Company has never laid off an employee.
Bhavan's Usha and Lakshmi Mittal Institute
of Management

4. GROWTH STRATEGY
Horizontal
Integration
• In 2003 Victorinox took
over the US American co.
Wenger, the other official
supplier of Swiss Army
Knife, including the
fragrance label “Swiss
Army Fragrance”.
Forward
Integration
• In 2001, Victorinox
teamed up with Swiss
Army Brand Inc., the
distributor of the co., to
create an international
watch co. Victorinox Swiss
Army Watch AG.
Diversification
• In 1999, Victorinox
entered the travel gear
market and issued a to
manufacture license
American TRG group.
• In 2001, it launches
clothing line in U.S., first
store in New York.
Bhavan's Usha and Lakshmi Mittal Institute
of Management

5. GENERIC STRATEGY
• Differentiation :
 Design & Durability
 Unbeatable Product
 Traditional Swiss material & trust.
Bhavan's Usha and Lakshmi Mittal Institute
of Management

6. INFLUENCE CONSUMER BEHAVIOUR
Consumers thought if they buy this product will give the idea that
are active persons and adventurers.
LIFESTYLE
BRAND
PERSONALITY
SELF
CONCEPT
Bhavan's Usha and Lakshmi Mittal Institute
of Management

7. “ It is still made at Ibach in Switzerland; it would
surely lose much of its mystique if it were made
anywhere else”
“ The Swiss army brand stands for Durability.”
PERCEPTION
BELIEF AND
ATTITUDE
Bhavan's Usha and Lakshmi Mittal Institute
of Management

8. EMOTIONS MEMORY
Bhavan's Usha and Lakshmi Mittal Institute
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9. Who is the Customer?
• Swiss army knife is a multi functional device which offers a
wide range of practical tools, all in a convenient package.
• We will define the customers of a Swiss Army Knife on the
bases of market segmentation. The segment consist of four
categories -
• Geographic Segmentation
• Demographic Segmentation
• Psychographic s Segmentation
• Behavioural Segmentation
Bhavan's Usha and Lakshmi Mittal Institute
of Management

10. .• Demographic Segmentation
This segment divides the customer on the basis of several
variables such as age, gender, occupation, income, education,
community, social status, etc. In this case the customers of
Swiss army knife could household, students who uses the
given features of the tool such as knife for cutting things, USB
flash drives, led lights, key rings, scissors etc.
• Psychographic Segmentation
This segment relates to the personality, lifestyle and attitude of
the individual and these factors affect the buying behaviour of
the consumer. People use this tool in various hobbies such as
hunting and fishing. It can also be used to as a self defence
item and fashion apparels
Bhavan's Usha and Lakshmi Mittal Institute
of Management

11. POSITIONING
• Victorinox very actively captured the global market by
offering the exact product according to the need of the users
and that’s how it makes a positioning in the mind of
customers.
• POP ( Point of parity ) : Functionality ( category pop ).
: Quality ( competitive pop ).
• POD ( Point of difference ) : versatility ( Swiss knife is not a
normal knife its provide various function and features in a
single tool example digital watch ) that’s makes it different
from its competitors .
Bhavan's Usha and Lakshmi Mittal Institute
of Management

12. .• Does it leverage secondary associations ?
Yes it does. The company partnered with sport authority for
Swiss Army Knife design contest & recently partnered with Acer
to introduce its first wearable in mobile world congress.
• INTERNAL BRANDING : Victorinox is known for its
quality & functionality therefore each & every part of it is
inspected by real eye and hand by the employees at the time of
its production.
• REINFORCEMENT/REVITALIZATION : Army is the
major consumer of swiss knife apart from army, the company
is also attracting new consumers like hikers and campaigners.
Bhavan's Usha and Lakshmi Mittal Institute
of Management

13. Brand Narrative
Victorinox use its past story very smartly for marketing
to attract new consumers, as initially company only
makes knife for army and hence it gives a clear meaning
that army use its product because its best for them.(In
simple brand narrative means how a story gives meaning to
marketing).
Bhavan's Usha and Lakshmi Mittal Institute
of Management

14. Branding
Brand Name Decisions
• Founded in 1884
• 1891 – Delivering knives to Swiss Army
• 1909 – Introduction of the emblem
• 1909 – Company named “Victoria”
• 1921 – Company rebranded to “Victorinox”
Bhavan's Usha and Lakshmi Mittal Institute
of Management

15. .
Brand Extensions
• Timepiece under the brand name “Swiss Army”.
• Victorinox Apparel
• Swiss Army Fragrance AG.
• Victorinox Travel Gear AG.
• Proposed Brand Extension – Victorinox Swiss Army
Camping (Tents, Sleeping Bags).
Bhavan's Usha and Lakshmi Mittal Institute
of Management

16. . The company comes in the category of Branded House, with
its flagship product being The Original Swiss Army Knife.
 Brand Portfolio
Being a Branded House, all the products of the company
comes in a single name Victorinox. Their products include:
• Swiss Army Knives
• Watches
• Cutlery
• Travel Gear
• Apparels
• Fragrances
Bhavan's Usha and Lakshmi Mittal Institute
of Management

17. .
Low End Entry Levels
• Small pocket knives, SwissCards, Keychains
High End Prestige
• Swiss Army Knife (Rangerwood 55 L.E.)
• Swiss Army Watch (Airboss Mach 9 L.E.)
Bhavan's Usha and Lakshmi Mittal Institute
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18. Bhavan's Usha and Lakshmi Mittal Institute
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19. Products
Bhavan's Usha and Lakshmi Mittal Institute
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20. Victorinox Swiss Army Knife
• Differentiation
 Feature :
More tools
High quality stainless
steel
 Performance quality :
Superior.
 Reliability : High
 Line Stretching : Two-
way stretching
 Product Mix Pricing :
Product Line Pricing.
 Co-branding : Wenger
 Packaging Uniqueness :
Carta Elega
Wooden box
Bhavan's Usha and Lakshmi Mittal Institute
of Management

21. Victorinox Swiss Army Watch
• Differentiation
 Feature :
Designer
LED , Night vision
Anti-reflective sapphire
crystal face cover
 Performance quality :
Superior.
 Reliability : High
 Style : Sports, Professional,
Leather
 Line Stretching : Up
Market stretching
 Product Mix Pricing :
Product Line Pricing.
 Co-branding : None
Bhavan's Usha and Lakshmi Mittal Institute
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22. Unique Packaging
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23. Bhavan's Usha and Lakshmi Mittal Institute
of Management