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. Victorinox Swiss Army VICTORINOX SWISS ARMY
- 2. AGENDA 1. Victorinox Today 2. Opportunities for an Extension 3. Proposed Brand Extension 4. Launch Campaign
- 3. Product Range Swiss Army Knives Cutlery Timepieces Travel Gear Fashion Fragrances
- 4. 2. Research Method • 4-phase research process, including – Streetinterviews – Online survey – Interviews with retailers • Analysis of findings in SPSS
- 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. Consumer Insights • Victorinox products are used outdoors. • Victorinox produces quality products. • Victorinox products are “branded.” • Victorinox is a classic, timeless brand.
- 7. 3. Proposed Extension VICTORINOX Swiss Army Camping
- 8. Product Description • Victorinox Swiss Army Camping • Usage of red color and Victorinox emblem • Sold at outdoor and online shops
- 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. Positioning • Points of Parity • Functionality (Category POP) • Quality (Competitive POP) • Points of Difference • User Imagery: “Victorinox Swiss Army Camping = Adventure”
- 11. Target Segment • 25-40 years of age • “Work-hard Play-hard” • The “Weekend Warriors” • Adventure seekers • Affluent image • Particular about quality
- 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. Campaign Timeline Phase I Phase II Phase III
- 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. 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. 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. 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. Phase 2: Print Ads • Published in lifestyle magazines for men • Complementary: online videos telling the story behind the ads. (available on the micro-site)
- 20. The lighthouse
- 21. The safe haven
- 22. Phase 3: “En Svensk Klassiker” Event Sponsoring • Sponsor events of “En Svensk Klassiker” – Eg. Vätternrundan (June) • Setting up of booths at the events
Editor's Notes
- Present the results of our researchAnd our proposed brand extension for the company based on our findings.
- Current SituationConsumer InsightsChosen Brand ExtensionLaunch CampaignBrief facts about the company-Swiss-125 year heritage-100 countries worldwideProduct development and company expansion is guided by the values of “precision, quality, functionality and versatility”
- Product categoriesProducts in Swedish market: Swiss Army Knives & Cutlery (and actually also travel gear, from a Danish distributor. – but low awareness)- Internationally, most well known for swiss army knives (flagship product) – and also in the Swedish market
- Swedish MktMethod:Top of mind associations (street interviews)Confirmed through surveys
- Opportunities for brand extension based on consumer research findingsMethod:Top of mind associations (street interviews)Confirmed through surveysBrand AwarenessSalience: many people knew the brand, especially Swiss Army (Modest salience for V, High salience for SA)recall and recognition – recognition, especially for the emblemSwiss army knives are very strongly linked to the brand, in Sweden which brings me to brand associations.
- Mostly abstract associations:Outdoor lifestyle & usageQuality (related to country of origin, Switzerland) in line with the tradition of Swiss craftsmanship. Trustworthy brand – feelings of confidence and security. You want to know you’re getting/using something good.Branded: image enhancing. Feel good to use it. Feel good to give it.Timelessness (classic, independent of trends)
- Category: Competes within the category of camping equipment.Name: Brand awarenss for Victorinox/Swiss Army is highModest awareness for VHigh awareness for SACombined awareness is highAlso use logo – high recognitionProduct Design: high quality. Easy to use, functional. Colour scheme (black white red)channelsCamping storesOnline purchase. Keyword purchase on search enginesPrice: competitive positioning. (next slide)
- Mention competitors3 price segmentsFjallraven – upper end of middle-priceHaglofs and Marmot – lower end of middle priceTable shows price positioningHowever, in terms of quality, VICTORINOX is comapable to Fjallraven’s offerings – the direct competitor.THEREFORE, price can be used as a competitive advantage.
- POPs: CATEGORY POP: Since Victorinox is new in the camping equipment category, it is important to produce tents and sleeping bags that are equally as functional as existing ones, if not better.(such as waterproof, lightweight materials when it shouldCOMPETITIVE POP: quality material, while still being lightweight. Or heavy duty. PODs: Main pod is user imagery – building on brand equity of parent brand, and the behavioural and attitudinal associations of the target segment. (brand, quality conscious)In particular, the positioning (reinforced by communication messages elaborated later)Your adventure companion (no matter what adventure, anywhere A safe haven on your adventure (esp in extreme weather)
- - Focus on the Swedish Market- 25-40 - Work hard play hard -Weekend warrior - Adventure seekers-affluent image – either affluent. Or embrace that kind of lifestyle, to care enough about brands. however, for the launch plan, we will focus on MEN, – however men will be the target audience for the launch plan. Since it is mostly men who buy these products. and the adventure seekers who blog, go on forums, and want to share about their experiences.It is hoped that this will create a filter effect.
- Objectives?
- Wordy… use flow chart?
- pi
- Sponsoring of and product placement in an athletic event of “en svenskklassiker”Preferably the cycling event “Vätternrundan”, which takes place in June (beginning of summer season)