Swiss Army: Diversifying into the Fragrance Business Harvard Case Solution & Analysis

In 2005, Victorinox, the initial company of the Swiss Army Knife, acquired Wenger, including the perfume label "Swiss Army Fragrance." The acquisition of Wenger enabled Victorinox to become the only maker of popular Swiss Army Knife as well as the key player in the Swiss Army watches. Victorinox’s main head of marketing was requested to design a small business strategy that will successfully permit the organization to enter the fragrance industry.

How should Victorinox diversify into the cologne company? Should it plan to transfer its existing brand aspects to fragrance products? Or should it embrace a strategy that will include using another brand to promote the perfumes? The head of promotion had to present Victorinox's CEO with a strategy on how best to brand and position the merchandise, and the way to compete in the fragrance industry.

Swiss Army Diversifying into the Fragrance Business case study solution

PUBLICATION DATE: November 19, 2014 PRODUCT #: W14574-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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