Swatch 2

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Swatch 2

  1. 1. Ashley Lutzker Nathalie Hirschtritt Hsin-Yi Tai
  2. 2. Swatch <ul><li>Swatch is a Swiss company </li></ul><ul><ul><li>Headquarters in Biel, Switzerland </li></ul></ul><ul><li>First went on sale in 1983 </li></ul><ul><li>Has been called the most successful wristwatch of all time </li></ul><ul><li>There are over 600 Swatch stores world wide </li></ul>
  3. 3. Methodology <ul><li>Interpretive: </li></ul><ul><li>a deep understanding of consumption and its meanings. </li></ul><ul><li>Methods of study: </li></ul><ul><li>long interviews </li></ul>
  4. 4. Objective 1: Explore purchase behavior for watches in terms of timing, information search, spending, etc. <ul><li>Both males & females wear a watch mainly for time keeping purposes </li></ul><ul><li>Male interviewees spend more time researching purchase of watch than female interviewees </li></ul><ul><li>Majority of research is done on the internet </li></ul><ul><li>Amount spent on a watch is dependent on brand </li></ul>
  5. 5. Objective 2: Evaluate peoples’ motivations for purchasing watches for themselves <ul><li>Main reasons for purchase: </li></ul><ul><ul><li>Broken watch (both sexes) </li></ul></ul><ul><ul><li>As an accessory (female interviewees) </li></ul></ul><ul><ul><li>Impulse purchase </li></ul></ul><ul><li>Durability is most important to males, while brand is more important to females </li></ul><ul><li>Opinions of friends can influence purchase </li></ul><ul><li>Interviewees seem less aware of Swatch beyond traditional plastic design </li></ul><ul><ul><li>Hesitancy towards purchasing plastic watches due to ‘kiddie’ look and past use </li></ul></ul>
  6. 6. Objective 3: Identify young people’s emotional connection to the Swatch brand <ul><li>Stylish, fun, and energetic personality </li></ul><ul><li>Young (18-30) </li></ul><ul><li>Makes people feel happy </li></ul><ul><li>Triggers memories of high school and college </li></ul><ul><li>Gives a casual and relaxed feeling </li></ul>
  7. 7. Objective 4. Examine brand awareness of Swatch <ul><li>High brand awareness </li></ul><ul><ul><li>Interviewees mentioned Swatch in their top 5 </li></ul></ul><ul><li>Perception: colorful, light weight, designed well (fancy, sometimes simple), cutting edge </li></ul><ul><li>All interviewees have been visibly aware of others wearing Swatch within the last month </li></ul>
  8. 8. Objective 5. Test whether promotional activities and/or advertising would influence consumers’ buying patterns <ul><li>Celebrity spokesperson wouldn ’ t have an impact </li></ul><ul><li>Sponsorships/promotional activities at concerts and sports games were top of mind </li></ul><ul><li>Interviewees felt best places to advertise would be in magazines: </li></ul><ul><ul><li>Fashion </li></ul></ul><ul><ul><li>Sports </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Design </li></ul></ul>
  9. 9. Marketing Plan - Product <ul><li>Separate product lines by function </li></ul><ul><ul><li>Sport </li></ul></ul><ul><ul><li>Fun http://www.swatch.com/en/watches/puzzlemotion.html </li></ul></ul><ul><ul><li>Classic </li></ul></ul><ul><ul><li>Special Collections </li></ul></ul><ul><li>Improved durability </li></ul><ul><ul><li>Plastic band needs to last longer </li></ul></ul>
  10. 10. Swatch Lines Classic Sport Fun
  11. 11. Marketing Plan - Placement <ul><li>Available in all Swatch stores </li></ul><ul><li>Partner with art museum and exclusive retailers to make product more available U.S. consumers </li></ul><ul><ul><li>MOMA </li></ul></ul><ul><ul><li>Bloomingdales </li></ul></ul><ul><ul><li>Urban Outfitters </li></ul></ul>
  12. 12. Marketing Plan -Price <ul><li>Maintain current price point </li></ul><ul><ul><li>$50 - $150 </li></ul></ul>
  13. 13. Marketing Plan - Promotion <ul><li>Sponsorships </li></ul><ul><ul><li>No Doubt concert tour </li></ul></ul><ul><ul><li>X-Games </li></ul></ul><ul><li>Internet Advertsing </li></ul><ul><ul><li>MTV.com </li></ul></ul><ul><ul><li>ESPN.com </li></ul></ul><ul><ul><li>Ticketmaster.com </li></ul></ul><ul><li>Print Advertising </li></ul><ul><ul><li>Fashion (Vogue, GQ) </li></ul></ul><ul><ul><li>Design (Wallpaper) </li></ul></ul><ul><ul><li>Entertainment (Entertainment Weekly) </li></ul></ul><ul><ul><li>Sports (Sports Illustrated) </li></ul></ul>
  14. 14. Advertisement
  15. 15. Advertisement
  16. 16. Advertisement
  17. 17. Advertisement
  18. 18. Conclusion <ul><li>brand awareness/ product awareness </li></ul><ul><li>Positive emotional connection </li></ul><ul><li>Low purchase intent </li></ul><ul><li>Advertising, Quality upgrade & Sponsorship suggestions should reinforce awareness and increase product line awareness </li></ul>

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