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