• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing report - Swatch watches in China

Extracts from this document...


SWATCH Introduction: * History: The Swatch Group Ltd. is the number one manufacturer of finished watches in the world.The Group is active in the manufacture of finished watches, jewelry, and watch movements and components. The Swatch Group takes its name from the extraordinarily successful story of Swatch, one of the world's most widely recognized consumer brand names. Less than 30 years ago, the Swiss watchmaking industry was battling a serious crisis. The first Swatch watches were released in 1983. The years since then have seen the recovery of the Swiss watchmaking industry as a whole, and the establishment of The Swatch Group as a strong, diversified industrial holding. This solid foundation has allowed the Group to broaden its reach and extend its range of brands. (Swatch Group History, today, 2011) * Products: So far, there are 14 brands under the Swatch Group have entered the Chinese market. The headquarter is in Shanghai, also established the branch offices in Guangzhou, Shenyang and Beijing. Swatch designes the products which are occasion some Chinese festivals constantly so that Swatch can design the watches more and more suitable for the Chinese people. ...read more.


* Segmentation by demographic: Demographic refers to the external measurable characteristics of people such as gender, age, income(occupation), occasion, education and status, etc. Swatch products can be divided into 4 style watches roughly which target different kind of customers, that are kids, casual, chrono automatic and sports. ] * Segmentation by gender: Visually speaking, gender is easy to be distinguished, physical differences between the genders are an obvious tools for classifying individuals and for developing gender-based products and services.(segmentation and targeting, 2011). watches for female are more pretty and softer, but watches for male are more handsome and more sporty. Segmentation by gender is the most intuitive method that marketers can satisfy the customers. * Segmentation by age: About the different styles of the products, segmentation by age is another method to reach the customers. This variable can be used to cut the market into the age cohorts. Kids style is for the children at the age of 6-14 years old. This series of products are focus on cute elements, Swatch always cooperate with some international well-known cartoon brand in order to make the products more attractive. ...read more.


* Promotional: Swatch gives each watch a unique name, it make watch become a kind of symbol, a kind of identity, a dream, young people love these so they buy Swatch. In order to highlight Swatch can be used as an artwork, Swatch makes lots of effective advertisements. Swatch also refers the fashion promotion mode, customers will learn how the models wear. * Special promotion in China: In China watch market, Swatch will celebrate Chinese New Year with Chinese people in a special way. Every Chinese New Year, Swatch will launch a new product, the theme is celebration of Chinese New Year, no matter its shape or meaning are representing the Chinese twelve earthly branches. it makes Chinese people feel that Swatch is attach importance to them, they are willing to buy. These kind of promotion is also reflect in the 2008 Olympics. Olympics is international sports race, Swatch will be more and more people known by sponsoring the Olympics. These are the ordinary promotion mode so that promote the Swatch to the world. * Without understanding who is being targeted, what their needs and wants are, what their lifestyles and ages are, it is very difficult to develop a sound offer of value and to communicate and deliver that value.(pearson, com. 2009). http://www.slgz.cn/html/gongshangguanli/guanlililun/20110221/18323.html http://wenwen.soso.com/z/q178379305.htm http://www.crunchgear.com/2010/06/28/the-top-10-swatch-watches/ http://www.europastar.com/1000751944/ http://www.swatchgroup.com/en/group_profile/history/today ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Impact on Automobile Industry Due To Recession in India

    X5, 5 Series & 7 Series * Mercedes E Class, S Class, SLK, SL & CLS-Class * Porsche Boxster, Cayenne, 911 Carrera & Cayman S * Toyota Prado Above Rs. 1 Crore * Bentley Arnage, Bentley Continental GT & Flying Spur * Rolls Royce Phantom * Maybach Industry Investment According

  2. Marketing Research. Explain how different marketing research methods have been used to make a ...

    Some methods may take more time to get the results. The accuracy of different methods also varies and this needs to be considered when deciding what type of market research is used. Results should represent the opinions of the whole market you are researching, the market may include everyone in the country or it may include a more targeted market.

  1. My purpose of this report is to develop a new marketing strategy for HFS ...

    Part 4 - The principles of marketing As a marketing advisor it is important to understand marketing thoroughly. My view on marketing is getting the four P's in a balances proportion. Here are some other definitions. Marketing is not just about selling or advertising your products, it is about making

  2. I am going to be writing about the concepts of marketing distinctiveness of the ...

    Objectives and plans supported on developing the company marketing benefit and strengths. To understand the main marketing trends and the likelihood of future progress. Thought about rather than unconsidered reaching marketing activities To focus more on customers and customer orientation.

  1. Applied Business Studies

    If the prices in the rival businesses are similar, then they will need to think of other things to attract the consumers and find different things to make them unique. The area in which I have situated my business has no competition.

  2. P5 Introduction to Marketing: What is Market Segmentation?

    Typically, B2C marketing sales are made to individuals who are the final decision makers, although their decision may be influenced by other people. In B2B marketing the sale is made directly to another business. As a result of the complexity of organisational structures, B2B sales typically involve multiple decision makers.

  1. This is a report on the international dimension of Costa Coffee and Coffee Aroma.

    include attention, advice, experience, and discussion. The tertiary sector of industry involves the provision of services to other businesses as well as final consumers. Services may involve the transport, distribution and sale of goods from producer to a consumer, as may happen in wholesaling and retailing, or may involve the provision of a service, such as in pest control or entertainment.

  2. Coca cola marketing plan. The following marketing plan forms the basis for the ...

    The validity will be with the findings of the survey. This will better be exemplified with understanding on how the respondents answered to the survey. Showing the reliability of the respondents? answers and how they made the survey into their own.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work