The year 2010 was marked by the death of the charismatic founder of Swatch, Nicolas G. Hayek. He had made famous the Swatch brand in the world through innovative marketing. In 1983, the brand's history began. At that time, the Swiss watch industry was doing poorly because of stiff competition from Asia. Swatch then appeared as the savior of the industry with a quality watch made in Switzerland at a price defying any competition. With this positioning, the brand has continued to expand into new markets worldwide.
Today, Swatch has a worldwide reputation and is recognized as the greatest success in the history of watch making. How Swatch did win an international target as wide as it has now? The brand's success requires a high performance in international marketing. How did it manage to stay competitive in the market for watches with its input range, while the majority of its production facilities are located in Switzerland, where production costs are particularly high?
How did the business promote the brand internationally, and without changing the image? How has it managed to establish itself in so many countries and so successfully? We will study the development and marketing of major international brand Swatch and the factors contributing to the success of the international strategy.
We will study the development and marketing of major international brand Swatch and the factors contributing to the success of the international strategy. At first, we analyze the product offering, market segmentation and differentiation of the major axes of the famous watch. Then we will study the communication of the brand.Finally, we will see how the company deploys the brand internationally via its distribution system.
Swatch is assumed that the watch was a universal product that every person on the planet needed whatever their culture, social class and age. The watch is no longer exclusively a luxury item and a gift is no longer only the rich who have more than one. Swatch has decided to create a watch for each trend and affordable.Indeed, the global triumph of Swatch is that their watches have become fashion accessories design worked very which represents a new approach, because it is usually used as an argument for high-end watches.
The Swatch thus appears fashionable, trendy, universal and certainly not expensive, worn by both the VIP and the man in the world through effective segmentation. Swatch has developed its offering and now offers an extremely comprehensive international range could theoretically meet all expectations. The current target is broader: adolescents, youth, senior citizens, but also the newly rich, singletons: all those looking to show their youth through their fashion purchases.
Swatch offers young customers plastics usable in all styles and all colors, with the precision of quartz at a price defying any competition, so young female customers watches bracelets "jewels" chic to male clients of classic watches and / or elegant, resistant to sports watches, etc.
A Swatch watch is more than a watch.
That is a lifestyle, "Swatch is the challenge, color, rejecting the conventions. Swatch makes nose at the pretentious and snobbish. Swatch is for the rich and poor alike, for both men and women, young and old alike." After Nicolas G. Hayek objected to the status of offset-connected, the Swatch itself is viewed as a product of generation.
Tags: Swatch, history of Swatch, marketing strategy of Swatch
[...] By putting emphasis on customer service, the Swatch brand reassures the customer and is hoped to increase its penetration. V. Conclusion As an entrepreneur, Nicolas G. Hayek has invented and developed the Swatch brand for many years. Its charisma and sense of international marketing have been the drivers of brand success. Swatch has excelled on every element of the marketing mix. The goal is to create a unique world for consumers, which it can identify, and thus appropriate the brand. The Swatch collection is always composed of new products adapted to the current trends and demand today. [...]
[...] Hayek the objective status was offset-connected; the Swatch itself is a product of generation. B. A varied and comprehensive Four permanent lines are up the offer: young, hip, active and sporty, calm and cool and classic with 12 models having small dial models and 12 large dials. Each dial is sold for a limited period, sometimes only for three months, sometimes for twelve months, the sale period is depending on the basic concept of design. The Swatch brand models are divided into five distinct families: ♣ The Swatch Originals: plastic, as originally ♣ The Swatch Irony: metal is a variation in size, colors, and different time displays. [...]
[...] To further celebrate its market presence in Asia, Swatch Group has built the Nicolas G. Hayek Center in Tokyo and Swatch Art Peace Hotel in Shanghai. The latter two buildings are symbols of the group and also the emblems of Tokyo and Shanghai. Through these locations, the brand is physically present in these places for a direct communication. In addition, Swatch hopefully simplifies the cultural exchange between it and the countries concerned. Consumer understanding of different countries is an investment that will be used positively to the development of future marketing. [...]
[...] The evaluation of the choice of brand name and logo The Swatch name is well chosen. The company has focused on the Made in Swiss both by the addition of the letter before the word "WATCH" and with the integration of Swiss flag in the logo. With such a name, brand awareness increased rapidly and reputation was quickly formed. By building the brand on a solid base in parallel and communicating on the accessibility of its products, Swatch has maximized its chances to grow and prosper over the world. [...]
[...] Communication The Swatch brand communication is based on the slogan "Made in Swiss" (or Swiss Quality, Swissmade).The "Law on the Protection of Trademarks and Indications of Source" of 28 August 1992 indicate the conditions for receiving the label "Made in Swiss". According to this law, the origin of a product is undue as defined by the place of production or to the place of materials or elements of the drugs used. Most stages of manufacture, especially those that provide the essential characteristics of products must take place in Switzerland. An "ordinance governing the use of the name Swiss watches" was published specifically for the watch industry. The goal was to focus on Swiss production. [...]
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