Victorinox Survey and Marketing Class Project Results [lengthy]

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Guyzero

Joined
Feb 14, 2013
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Thank you to everyone that participated in my survey regarding the Combo Tool and Rear Mounted Phillips. I won't post my paper online, but as requested, here are the basic findings and conclusions from my paper. Your comments and differing viewpoints are always welcome (and if you are a Victorinox recruiter wanting to offer me a job: I have lots more ideas and am always available via PM! :D )

Original survey question:
You find yourself in the hypothetical situation where you must choose a Victorinox Swiss Army Knife with Cellidor scales that you MUST carry with you as an EDC (maybe it's a strange new law, maybe aliens have you at gun point, it's just hypothetical so make up your own story if you like). You get to choose any Victorinox tools you want, but in two respects you must make an either/or decision...

1. Would you prefer to reduce the thickness of your knife by one layer by selecting the "combo tool" (found on the "Compact"), even though it means giving up the separate openers and small blade, OR would you rather have the small blade and the separate openers even though it adds an additional layer to the knife?

2. Assuming you could NOT have the inline Phillips screwdriver, would you prefer to have the T-handle Phillips screwdriver or the corkscrew on the back of the knife?

Link to Survey Results:
https://docs.google.com/forms/d/1Jt8btHZY9OlAq-pU9Rh83UFHXOmxqsHqW967Nqg0tWM/viewanalytics

Survey Caveats:
  • Expert/enthusiast level respondent base (not average consumers)
  • Small number of responses (34)
  • Unknown respondent demographics


Extrapolations and Conclusions:
94% of respondents indicated some level of desire to purchase a SAK with a custom tool load out, 42% indicated a very high desire.
  • There are tool combination needs that are not being met by the current product line options.
56% favor rear Phillips over corkscrew even though the rear mounted option is frustrating to use and duplicates Phillips functionality of the can opener.
  • Phillips screwdriver is a very desirable function to include
  • Functionality of the can opener as a Phillips screwdriver is likely under marketed.
  • Inclusion of the rear Phillips can preempt the need for an additional inline-Phillips layer, or retain the Phillips function when the openers layer is eliminated in favor of the combo tool. Both cases result in a thinner tool.
  • Rear Phillips also creates a slimmer, smoother profile in the pocket than the corkscrew.
50% would choose the combo tool over the openers layer in order to have a thinner SAK
  • ...even though it reduces functionality (does not work well as a Phillips screwdriver or as a hook), and
  • ...requires other options in order to retain Phillips functionality (inline Phillips layer or rear mounted Phillips).
  • There is a strong desire for thin SAKs that are easy to carry in a pocket.
Scissors are a very desired tool (highest scoring additional tool at 37%)
  • well designed
  • safer than a knife for many smaller tasks
  • less threatening than a knife
  • better suited than knife for some common cutting tasks
Wood saw is second most desired tool (27%)
  • well designed
  • difficult to substitute for
  • extremely valuable in survival situations (SAK EDC’ers tend to be people who like to be prepared for the unexpected)
Inline Phillips is third most popular (11%)
  • ...even though it is a very thick layer (3.7mm) and duplicates the Phillips functionality of the can opener
  • This underscores the importance of Phillips functionality
Most loved knives based on Amazon.com reviews:
Scores are derived by multiplying the average number of stars (1-5) by the total number of reviews. A knife with a higher score is assumed to be more popular and more satisfying to the consumer. Here are the top 22 Victorinox SAKs based on Amazon Reviews:
#1: Classic (3753)
#2: Champion Plus (2187)
#3: Swiss Champ (1090)
#4: Climber (900)
#5: Tinker (880)
#6: Ranger (747)
#7: Super Tinker (662)
#8: One Hand Trekker (lg) (585)
#9: Farmer (alox) (370)
#10: Cadet (alox, slim) (365)
#11: Rescue Tool (lg) (315)
#12: Huntsman (239)
#13: Fieldmaster (230)
#14: Soldier (lg) (225)
#15: Pioneer (alox) (200)
#16: Spartan (165)
#17: Camper (158)
#18: Explorer Plus (144)
#19: Compact (131)
#20: Hiker (110)
#21: Handyman (110)
#22: Craftsman (68)​

  • Climber (with scissors) scores roughly the same as the Tinker even though it is one layer thicker. People love the scissors tool!
  • Tinker scores higher than Spartan even though Spartan has more functionality (because of the corkscrew) and is more commonly available. Recognizable Phillips screwdriver is a strong selling point.
  • 93mm Alox knives are less popular in general despite being thinner and heavier duty, likely because they are not commonly available, are poorly marketed, and have less desirable (bare aluminum is perceived as plain looking) or less durable (colored anodizing scratches easily) finishes.
  • Of the Alox knives, people love the Farmer (saw increases survival situation functionality) and Cadet (extremely thin) the most.

Recommendations:
  • Increase customer education of tool functions, especially with the can opener Phillips functionality. This could be done by listing the functions of a SAK model instead of the number of tools, and by including documentation with the knives that educates the customer on how to use the various functions.
  • Expand the 1, 2 and 3 layer cellidor lines to include models that have the Combo tool, the rear Phillips, and combinations of the scissors and saw. This would increase the options for people wanting a thin, pocketable tool with a high functionality density.
“Tinker Slim”: One layer 84mm SAK with knife, combo tool, rear Phillips.
“Super Slim”: Two layer 84mm SAK with knife, combo tool, scissors, rear Phillips and plus scales.
“Fieldmaster Slim”: Three layer 91mm SAK with knife, combo tool, scissors, saw, rear Phillips and plus scales.
​
  • Discontinue the 84mm “Tinker Small” model as it will be largely redundant given the 91mm Tinker and the new options listed above.
  • Bring back the Yeoman and Scientist models as these are thin SAKs with high tool densities that are sought after by SAK enthusiasts.
  • Offer custom builds of cellidor knives fulfilled direct from the factory for a premium
  • Offer more celliodor scale colors available through custom builds.
  • Upgrade the knife steel on the larger alox knives to VG10 or S30V and market them more aggressively as rugged, upper-end adventurist tools. Position them in the cases at sporting goods stores like REI and Cabella’s.
  • Upgrade the finishes of alox knives to hard anodizing
  • Expand 93mm alox line with two new models by adding scissors to the Pioneer and Farmer models.
  • Upgrade the textures (ribbed, ball peened, flames, etc.) and finishes (hard anodized colors, chrome plate, titanium, etc.) of the Cadet and market it as a high-end, gentleman’s accessory. Position them in watch cases at clothing stores like Macy’s and Nordstrom’s.
  • Expand 84mm alox line with two new models: a Cadet with scissors, and a 2 layer version that has the combo tool and scissors.
 
Good stuff, Guy. Very interesting. And I like anything that justifies my obsession with swiss army knives. :thumbup:
 
I would throw a couple extra points your way, though they are my opinion alone.

Phillips function of the can opener is also limited in that the width of the blade section precludes any use on recessed screws.
Bottle openers and corkscrews have less use in the US due to twist off tops on beverages with higher sales volume.
Cellidor is also popular due to the toothpick and tweezer inclusion, along with the availability of plus scales.
Alox models are not the lowest price options for the tool combos, but then some items like the knife blades are thicker.

I just sent off a Voyager Lite for a mod - remove the opener layer and swap the small blade for a combo tool from a bantam. I essentially wanted a larger version of my Midnite Manager for urban EDC without the bulk of the Voyager as it comes from the manufacturer. Also, I have a Schrade Century version of your Tinker Slim, essentially a Bantam with rear Phillips. :D
 
@hardheart: Thank you for your comments!

I agree that the can opener is limited as a Phillips, but the rear mounted Phillips is limited too. It boggles my mind why they discontinued the Yeoman and the Scientist, and further more why they don't offer those in Alox versions (which would yield a thinner profile and an upgraded blade). My feeling is that, given the importance of Phillips functionality, Victorinox should strive to include that functionality (even in limited form) in all of their tools, AND educate (through marketing) that their tools include that function, even if they don't have an actual Phillips-head screwdriver. My impression is that a lot of people dismiss SAKs as not being "real multi-tools" because they lack sturdy pliers and obvious Phillips screwdrivers. The Phillips issue is just a matter of education.

I also agree that the Alox models already cost a little more for the tools you get, which is why I think they should go the rest of the way and upgrade the steel in the blades and market them as higher-end, ruggedized tools worthy of the extra cost.

I'm a fan of the combo-tool for the same reasons you listed above, but it does lack any real Phillips functionality. Currently I think it's only available on the Bantam, the Waiter and the Compact models, and none of those have a rear Phillips, which means none of them have any real Phillips functionality. I think that's a mistake. Adding a rear Phillips to the Compact would greatly increase the utility of that excellent model, IMHO.

Incidentally, adding a pair of scissors to a Pioneer (14.8mm) makes it almost the same thickness as the Compact (15mm), but adds quite a bit more functionality AND a better blade. I'm extremely tempted to order iether one of those or an Alox Yeoman (15.7mm) custom built from Syph007, and I don't understand why Vic doesn't already offer those models.

I love Vic SAKs, but I feel that they're marketing dept. has been asleep, content in making cologne and putting cutesy scales on Classics, while the Leathermans of the world have been steeling their market share.
 
Great project! Let me know when they start making your proposed "Super Slim" design - that is pretty much my perfect SAK. In fact, I'd want at least one of each of your proposed designs.
 
They need to market the Rambler better - it is like the classic but with a combo tool that combines an opener with a Phillips driver.
It is a really useful tool, in fact I have one in my pocket right now.
 
Gadgetaholic said:
They need to market the Rambler better
Click to expand...

I AGREE! I think the Rambler, the Signature and the Manager are very under marketed, but the Rambler should really be their star.

I do desktop computer support and I always find myself at people's desks who don't seem to have any pens. Who doesn't have a pen at their desk?! Anyhow, I have a Signature on my keys for this exact reason. When ever people see me 'transform' it into a pen and start writing with it they always tell me that's the "coolest pocket knife ever", and "where can I get one of those?". I think for a lot of people the Manager would actually fit that bill.
 
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