Use the Branding Strategy Development Matrix to analyze Victorinox’s branding objectives. Evaluate each option and recommend which option Victorinox should use for its fragrance products.
(2pages) – 10 marks
Source: Marketing: An Introduction, Sixth Canadian Edition, Pearson Canada
Authors - Gary Armstrong , Philip T. Kotler, Valerie Trifts , Lilly Anne Buchwitz
b. After completing Part a, find out which branding option is Victorinox currently using for its fragrance products. Is their strategy successful? Provide evidence for your answer. (1 page -5 marks)
- Find an example of another company that has diversified into a new product line in the international markets (through acquisition or innovation). Briefly describe the product and their marketing strategy. (2 pages) – 10 marks