Swatch is a global brand founded in 1983 by Nicolas Hayek that launched the first line of plastic quartz analog watches. The name "Swatch" refers to a second watch intended as casual accessories. Swatch's target market is teenagers and young adults aged 15-34 who prefer innovative, fashionable timepieces suitable for an active lifestyle. Swatch segments its market demographically by age, with the most lucrative being 15-34, and geographically as the brand is worldwide.

1. Prepared by
Adithya R Nair

2. SWATCH
 Swatch is one of the most successful brands of Swatch Group.
It was founded in 1983 by Nicolas Hayek.
 Its first line of plastic quartz analog line was launched in 1983,
and went to become a global phenomenon.
 The name swatch is a contradiction of “second watch”, as the
watches were intended as casual, disposable accessories.
 Swatch is global brand and their products are available
worldwide.

3. TARGET MARKET
 Identifying a typical customer of swatch is a real challenge since
the represent high quality and low price at the same time.
 The playful and innovative design is appealing to teenagers and
younger target groups.
 The most lucrative segment of swatch is the age group of 15-34;
they prefer creative, fashionable and innovative timepiece
accessories with an active lifestyle.

4. MARKET SEGMENTATION
BehavioralPsychographic
Demographic
Geographic

5. Geographic
 Swatch is a global brand and their products are available world
wide.
Demographics
 When it comes to demographics, the swatch customers are
mainly young and young in heart.
 Swatch product line is for both men and women between age
of 15-19, 20-24 and 25-34 who belongs to. It could be
students, professional, homemakers and set of stylish people
who like creative and innovative approach.
 The group from 24-35 have the highest spending power in
the market.

6. Psychographic
 Psychographic segment might be the most challenging but
without doubt swatch fits for customers that value quality,
simplicity, practicality and durability.
 Segmentation by lifestyle, or personality, group’s
consumers on the basis of their activities, interests and
opinions.
 Swatch definitely suits for people who appreciate doing
sports and adventures, because the watches can handle
splashes and hits.

7.  The customers appreciate the possibility to purchase the
favorite watch in several colors matching with every outfit.
For younger customer, swatch could be the only brand.
Behavioral
 Behavioral segment is based on price sensitivity and
customer loyalty. Swatch watches are affordable and offer
good value for money.

8.  Positioning of swatch should be for the youth age of 15-34
who has a strong purchasing power.
 It should create trend-setting watches with an active
lifestyle approach.
 It could pose as a ‘must have’ accessory.
POSITIONING

9. THANK YOU