Video Case Study For Swiss Army

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Video Case study Questions of Swiss Army

목차

1. Outline several factors attributable to the strong brand equity of Swiss Army
2. How is Swiss Army capitalizing on its brand equity with products and brand extensions
3. What are some potential problems for channels of distribution associated with the prospect of Swiss Army stores? Is the probability of these problems high?
4. How might Swiss Army use “non-traditional advertising” to promote its brands and new products?
5. What are some potential market segments that Swiss Army can develop and penetrate?

본문내용

1. Outline several factors attributable to the strong brand equity of Swiss Army
◦ Victorinox brand, is a high quality product that uses inox metal to manufacture the product.
◦ The special feature of Inox is that the metal does not rust, you can use it also in the sea without bring any damage.
◦ Competitors are exist but are producing low quality multi tool knife, so we can say that Victorinox has a monopoly in this sector.
◦ The most of the Victorinox consumer are hard core loyal to the company, because of the quality.
◦ The Victorinox is a brand that focus in a specific target group (extreme sports, maintain bikers etc) but by adding a USB in their product the interest spread to other sectors (office,students,etc)
◦ Consumers are easily influenced by the message that if they buy this product it will give the idea they are active persons and adventurous.
◦ So the Factors are (in order)
1. Bonding (Strong Positioning)
2. Advantage
3. Superior Performance
4. Product Relevance
5. Presence

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