Interesting Article on Victorinox

[gustophersmob]

I was exercising my google-fu looking for knives and came across this article.  Pretty interesting.

http://insight.iese.edu/review/CaseForum.aspx?seccion=13&cas_id=6

[Jmora]

maybe the reason Wenger has changed so much in the last few years is because of the rebranding mentioned there.
I wonder about the endless growth philosophy implicit in the two commentaries, can't a company remain stable rather than pursuing a limitless expansion progamme?

[gustophersmob]

maybe the reason Wenger has changed so much in the last few years is because of the rebranding mentioned there.
I wonder about the endless growth philosophy implicit in the two commentaries, can't a company remain stable rather than pursuing a limitless expansion progamme?

That's what I wondered as well.  Especially since the article hinted that they had at least considered outsourcing components.  The drive for growth is usually followed by out sourcing to maintain profit levels...

[Stirling3749]

Their shareholder probably would rather the company just keep growing, no matter the cost.

[gustophersmob]

Their shareholder probably would rather the company just keep growing, no matter the cost.

Are they publicly traded or employee owned I wonder? 

[Stirling3749]

Their shareholder probably would rather the company just keep growing, no matter the cost.

Are they publicly traded or employee owned I wonder? 

Hmm no idea. 

[alelser]

The article refers to Vic as the "family owned company we know today." So sounds like neither public nor employee owned, but a true family biz.

[Dunc]

Very interesting reading .

[trailmaster]

if i remember well, I had read that Victorinox is partly family owned and the rest is held by a short of foundation, aiming to secure ownership/job in Switzerland. however it doesn't issue public financial results.

thanks for sharing this.

[glorn]

From the comments section:

> EDITED ENGLISH TRANSLATION FOLLOWS: The company is seeking a global, delocalized market by competing in several segments and categories. Following 9/11, the market has already been skimmed, and it is time to delve into the young, digital market, and target the urban tribes with their love of Harley-Davidsons, BlackBerrys and iPhones. Strength must be found internally, from people who are committed, appreciative, motivated and unafraid, but also externally, in the brand’s extension and strength. Which raises the question: what’s worth more, commercially speaking, a name mistaken for the friends of Asterix, or an image mistaken for the Swiss flag?

I don't know about Harley Davidson being popular with the "young... urban tribes", but it does touch on what I have been saying about Vic: they need to refocus their marketing and start going after the American young adult market. Pay attention to the trends demonstrated in other products, such as wider color selections, customization, etc. And in some ways they need to shed the old "my grandpa's red pocket knife" image in favor of a fresher approach that really showcases how classic Vic products are needed today more than ever.

Which is truly more useful in a day? An iPhone, or a SAK? Maybe some would answer iPhone, and I'd ask them, "Does that seem right to you?"

I could imagine a marketing program centered around TV commercials that show some trendy but vapid twenty somethings engaged in a minor predicament. They are looking up solutions on their smart phones, yammering on and on to no avail... then in walks the hero.. same age, a little less trendy, and appearing more confident and capable. He/she produces a SAK, solves the minor issue in seconds, and walks off. Not too far off from the LM commercials posted here,  but more precisely targeted to a young urban market.. the iPhone market.

End with a tag line like.. I don't know.. I'm no marketer.. maybe: "Victorinox. Useful is never out of style."

Or...

"Victorinox. Because you can't open a bottle of wine with a smart phone."


And show a rainbow array of SAKS on a white background.

This could be taken to the guy in a tux, the girl with her date, the guys at the bar, etc.

I honestly don't know why no one at Vic has tried this approach (and new cellidor colors) before. It seems so obvious. A SAK and any of the new smart phones have a lot in common. Sleek, small, multifunctional. All it would take is the right team of marketing wizards to put two and two together.

[gustophersmob]

"Victorinox. Because you can't open a bottle of wine with a smart phone."

  This gave me a great mental picture!

[glorn]

"Victorinox. Because you can't open a bottle of wine with a smart phone."

  This gave me a great mental picture!

Heh heh..

There's no app for that. 

[alelser]

"Victorinox. Because you can't open a bottle of wine with a smart phone."

Aw c'mon. Who needs a SAK when you can open a bottle with your shoe and look as cool as this drunkard of the young adult male market? http://www.wimp.com/withoutcorkscrew/

I mean seriously. If only I could look that cool. 

Guess I'll just have to stick with a SAK.

[Stirling3749]

Introducing the Victorinox Swisstalk 4G

[trailmaster]

"Victorinox. Because you can't open a bottle of wine with a smart phone."

  This gave me a great mental picture!

great indeed. anyway, it would be nice if at least some people had this approach. side note: the swisstool and the SAK i am carrying, probably worth together more than my cell phone does. guess I like simple things rather than smartphones, but this is just me i suppose.

[Jessero]

They should make a line of Swiss army phone protectors/cases, with either a layer of tools on the surface or a built in swisscard.  I also agree with the styling aspects.  They seem to be doing that a bit with Classic's (pink camo, flowers, winter) it would be cool if they would do that with others.
Custom scales straight from the company would be awesome too- imagine if you could submit a digital image and they would use that, similar to the way they do for corporate branded ones, except for individuals.