Reaching the Consumer in Switzerland

Overview by

Marketing Opportunities

Growing Sectors
Aircraft and automobile parts, Consumer goods, Electric power generation and distribution, Medical and Security equipment, Tours & Travels, Educational equipment and supplies, Information & Telecommunication technologies.
Consumer Behavior
Swiss consumers appreciate product quality and are ready to pay extra price for it, if convinced. However after-sales support is absolutely crucial in Switzerland. Swiss consumers like new & innovative products, but they stay loyal to the brand names that they know.
Consumer Profile and Purchasing Power
Traditionally, Swiss appreciate quality and brand-value and are ready to pay a premium for it. However with economic conditions becoming harder, the price is becoming an important factor while selecting goods.
Both pre-sales and after-sales services are very important in this market. Selection of goods by Swiss consumers largely depends on how good the company is in providing such services.
Consumer Recourse to Credit
Recourse to credit is a common practice in Switzerland. Bank and other credit cards are easy to obtain and are widely accepted.
Consumers Associations
FCAB , Federal Consumer Affairs Bureau
FRC , Fédération romande des consommateurs

Media in Which to Advertise

TV is the most expensive but also the most popular media of advertising in the country. Almost all households in Switzerland have TV sets. For details, visit:Swiss Broadcasting Corporation.

Main Televisions
Swiss Broadcasting Corporation (SRG/SSR)
Télévision Suisse Romande (TSR)
Schweizer Fernsehen (SF)
Switzerland has one of the highest per capita densities of newspapers in the world. There are over 100 daily or weekly local papers distributed for free and supported by advertising. With its linguistic and cultural diversity, many papers are geared to particular regions or localities.

Main Newspapers
Neue Zürcher Zeitung
24 heures
Tribune de Genève
Corriere del Ticino
Surveys have revealed that over 65% of Swiss respond to postal offers. At the same time, though, more and more people in Switzerland are fixing a "No Advertising" sticker to their letterbox, to put a stop to the endless deluge of unaddressed mailshots. The use of addresses for advertising purposes is permitted in principle, if the person concerned makes their address generally accessible (e.g. voluntary entry in the telephone directory or in trade registers) and has not prohibited its use for advertising purposes.
In Transportation Venues
Transit advertising is very much used in Switzerland. 70% of the country's population prefer public transit to get to their workplace. Every day, neraly 2.4 million people move about by bus or tram. Thus public transit advertising makes its impact at the very heart of the selected target area’s mobility. Advertising space is available on rails, buses, taxis, and other specialized mobile vehicles.

Market Leaders:
APG - Affichage
Radio is by far the least expensive and most traditional form of mass entertainment in the country. It reaches almost entire population. However radio accounts for nearly 4% of the advertising market in Switzerland. For details, visit: Swiss Broadcasting Corporation

Main Radios
Swiss Broadcasting Corporation
World Radio Switzerland
New Technologies (E-Marketing, SMS, etc.)
Spending on online advertising is increasing in Switzerland. Moreover with increasing penetration of broad-band internet connectivity in the country, the focus of advertising is shifting from the print-media to online media.

Market Leaders:
Virtual Network
Romandie Online
Main Advertising Agencies
Advico Young & Rubicam
McCann-Erickson Switzerland
Euro RSCG Switzerland
GGK Basel

Main Principles of Advertising Regulations

Advertising of alcohol and cigarettes is banned on television and radio. Others medias like cinema & print, restrictions apply e.g. it should not be targeted at children below 18 years of age.
Advertising of cigarettes and alcohol is banned on television and radio. Others medias like cinema & print, restrictions apply e.g. it should not be targeted at children below 18 years of age.
Governed by Pharma Code.
Other Rules
Go to link : Schweizerische Lauterkeitskommission.
Use of Foreign Languages in Advertisement
Though Switzerland has four official languages (German, French, Italian, and Romansh), but the country's dominant language is Schwyzertüüsch or Swiss German (a collection of regional and local dialects spoken by nearly two-thirds of the country's population) is generally used for adevertizing. Usage of English as advertising language is also growing.
Organizations Regulating Advertising
Schweizerische Lauterkeitskommission is a self-regulatory body with the responsibility of national advertising self-regulation

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