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Principles of Marketing
for
BY
Arnav Rana
Lili Chan
Mina Lee
Contents
 Managing Profitable customer relationship
 Company and Marketing Strategy
 Marketing Environment
 Buyer’s Be...
Marketing Process
 Failed to understand market place and
consumer need and wants
 Marketing Myopia
 Led to bankruptcy
...
Focused on ….
 Production concept
 Reduction of number of movement
parts from 90→51
 40% reduction in cost in assembles...
Strategic planning
Mission
 To come out from the loss
Objective & Goal
 To design low price analog
 To compete with dig...
Marketing Mix
Product
-0.1mm analog watch
-Different colors and designs
Price
$40
Promotion
-Swatch
-Giant Swatch clock
Pl...
Micro environment
Macro environment
Factors Affecting
Consumer Behavior
 Social Factors
 Personal Factors
 Economic Situations
 Psychological Factors
Vari...
Steps to Create Value for
Target Customers
Segmentatio
n
- Demographic
-Psychographic
-Behavioral
Differentiation
-More fo...
Product Decisions
 Shopping product
 Quality- reliability & craftsmanship
 Features – 1mm thick and water proof
 Style...
Value based pricing
 Customer : everyone
↓
 Value : style , different colors, water
proof
↓
 Price : $40
↓
 Cost : $6....
Pricing Strategy
Market Penetration Pricing
Swatch marketing analysis
Swatch marketing analysis
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Swatch marketing analysis

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Basic marketing analysis for Swatch

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Swatch marketing analysis

  1. 1. Principles of Marketing for BY Arnav Rana Lili Chan Mina Lee
  2. 2. Contents  Managing Profitable customer relationship  Company and Marketing Strategy  Marketing Environment  Buyer’s Behavior  Customer Driven Marketing Strategy  Product, Services and Branding Strategy  Pricing Products
  3. 3. Marketing Process  Failed to understand market place and consumer need and wants  Marketing Myopia  Led to bankruptcy  Tried to differentiate and position itself
  4. 4. Focused on ….  Production concept  Reduction of number of movement parts from 90→51  40% reduction in cost in assembles  Parts were 0.002 mm
  5. 5. Strategic planning Mission  To come out from the loss Objective & Goal  To design low price analog  To compete with digital watch Design business portfolio  Product development  High class to all
  6. 6. Marketing Mix Product -0.1mm analog watch -Different colors and designs Price $40 Promotion -Swatch -Giant Swatch clock Place Swatch
  7. 7. Micro environment
  8. 8. Macro environment
  9. 9. Factors Affecting Consumer Behavior  Social Factors  Personal Factors  Economic Situations  Psychological Factors Variety-Seeking Buying Behavior
  10. 10. Steps to Create Value for Target Customers Segmentatio n - Demographic -Psychographic -Behavioral Differentiation -More for less -High quality -low price Targeting -Teens and 20s’ -Lower Class and above Positioning -Reliability -Craftsmanship -stylish Create value
  11. 11. Product Decisions  Shopping product  Quality- reliability & craftsmanship  Features – 1mm thick and water proof  Style and Design –different colors and plastic case Branding Development Strategy NEW BRAND
  12. 12. Value based pricing  Customer : everyone ↓  Value : style , different colors, water proof ↓  Price : $40 ↓  Cost : $6.65 ↓  Product : watch Monopolistic Market
  13. 13. Pricing Strategy Market Penetration Pricing

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