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Victorinox a Marketing plan


In our society corporate advertising or more accurately labelled, corporate propaganda is delivered through advertising and public relations. Advertising companies are constantly targeting specific audiences and taking advantage of uninformed consumers.

Advertising agencies definitely have an idea of the audience who buys their product when they make up their ads. Sometimes these targeted audiences are misled into buying products based upon strategies advertising agencies use to lure customers in

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Advertising, which is defined as any openly sponsored offering of goods, services or ideas through any medium of communication, has gone through dramatic changes over time. Advertising used to be informational and essentially told you that a product existed, where it could be found, and what it was used for. Today, advertising talks about the product’s status and attributes that have little to do with whether the product functions for its intended purpose. Advertisers now see advertising as a way to generate interest in products, and with the ever-growing Internet, it has grown to a global industry

Research about Consumer Behaviour and Marketing Strategy

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

  • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);
  • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
  • The behaviour of consumers while shopping or making other marketing decisions;
  • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
  • How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
  • How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
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Understanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers’ attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ.

This is what we will embrace as a technique in order to certify that the product we have selected would be influential to the customers and how we marketers could improve our strategies to reach the consumers more efficiently.


The product is a USB flash memory disk. A useful tool in nowadays, almost everybody has one, and in a couple of years maybe everyone. USB stick offers you the opportunity to have your personal documents with you everywhere, you can storage everything you like, important documents, personal photos, your job work, your projects.

It is like a portable hard disc but with low capacity, there are many types of USB sticks, like different width of capacity that can reach 8MB and different styles like dressed by diamonds or fruit design etc. Ur product is the Victorinox swissmemory. It’s about a pocket multi-tool that is too small and you can attach it on your keys. Victorinox swissmemory have a small knife, a small scissor, a small circular and a USB stick and it cost 50.

About the company

Victorinox brand is a high-quality product that uses inox metal to manufacture there product. Inox capacity is that the metal does not rust, you can use it also in the sea without bringing any damage. Competitors are existed but are producing low-quality multi-tool knife, so we can say that Victorinox has a monopoly in this sector.

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Most of the Victorinox consumer are hardcore loyal to the company, because of the quality. The Victorinox is a brand that focuses 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)

Target Audience

The target group is active persons that deal with technology and extreme sports. Refer to ages from 13 and over.

• Active, adventures, people. Middle class and over, because of the price. Computer users
• This product is useful in outdoors and indoors activities.
• People that will search for this product deal with outdoor activities and are familiar with Victorinox brand.
• The response that people will receive from advertising is that this product can be use it in their office or home and in their outdoors activities
• Consumers can be influenced by the messages they get, that if they by this product will give the idea that are active persons and adventures.


This product effect all self-concept areas, such as actual, ideal and another self-concept, Because you feel good when you look at it and gives you the emotion that you are really active person. And this target group want to view ourselves as active persons and finally want others to see them that are like this.


The strategy marketing that will follow is by advertising the product not only in extreme sports and outdoors activity magazines but also in business and computer magazine because the product it refers to and at this sector. By this strategy, Victorinox will be known in a different target group and earn more consumers. If the brand is well known will rise the “others self-concept” because more people will understand what Victorinox is all about and not only the active people.

The price of the product is acceptable if you compare with the prices of equipment (bag, ropes, gloves etc.) that cost much more and don’t forget that is also a USB stick. We can advertise the product by giving the idea that you can save your blood type or a disease that you have in a document file so if something happens to inform the medics by looking in the USB stick and replace the necklace that write that information.

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Victorinox is well known by active people that have an interest in nature and extreme sports, the opposite of people that are in all day in front of the computer and surfing to the internet. This product will bring two different target groups together. People that use computers can use the memory stick and the knife to open folders or to cut wires etc.

The other people that are more active and as a hobby like to be outdoor can use the knife to cut fruit or to mark a tree by not losing the way back and the USB to carry their CV or photos from their adventure trip. This idea to combine a USB in a multi tool knife will bring more costumers and reputation to the company.

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Victorinox a Marketing plan. (2021, Feb 07). Retrieved January 28, 2023, from