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SWATCH GROUP
BRAND MANAGEMENT


1.   Identity     Red & White Colour

2.   Label




3.   Image        Best Watches of High Quality

4.   Perception   Quality with style

5.   Position     Premium Quality watches
COMPETITION

                            Direct                        Indirect

Category   Need Fulfilled   Brand        Product           Generic
                            Competitor   Competitor        Competitor

Watches    Accessories & Rolex           Sports watches    Bracelet
           Life style

                            Tommy                          Mobile Phones

                            Esprit
                            Titan
BRAND ASSOCIATION


                   TIME
   INTERNAT
     IONAL
    BRAND                     VARIETY
    SWISS


               SWATCH
               GROU
 HAND
                                  DESIGN
 CRAFT




                          VALUE
         TECHNOL
                           FOR
           OGY
                          MONEY
CUSTOMER·S BRAND DECISION
                MAKING
    ( BUYING A WATCH UPTO RS.20000)
                                     BRANDS

                        UNKNOWN                           KNOWN

             LEON HATOT, BREGUET,              OMEGA, TIFFANY & CO,
             DROZ, UNION GLASHUTTE,             LONGINES, TISSOT, CK,
             MIDO, CERTINA &
             FLICK FLACK                        TOMMY, ESPRIT,

ACCEPTABLE    UNACCEPT          INDIFFERENT   OVERLOOK    NOT           PURCHASED
              ABLE                            ED          PRCHASED
TISSOT,                         CK            RADO,                     TISSOT
SWATCH,       ---------------                 OMEGA,
TOMMY,                                        TIFFANY &
ESPRIT                                        CO.,LONGI
                                              NES
CONSUMER VALUE HIERARCHY
   PRODUCT LEVELS              ATTRIBUTES

     CORE                        TIME

     BASIC                   TIME/DATE/LOOKS

     EXPECTED         WATER PROOF, DURABILITY,
                    LONG BATTERY LIFE

    AUGMENTED                CUSTOMIZATION

    POTENTIAL                  AND CRAFTED

    EMOTIONAL          WATC ES FOR EVERY
                    OCASSION
    FUNCTIONAL              TIME AND DATE

    ECONOMIC               VALUE FOR MONEY
KELLER
PYRAMID                      Resonance

                         High loyal to brand,
                         attachment to
                         brand
                    Judgment        Feelings


                Perfect blend     Self-respect,
                of quality and    feeling different
                style


               Performance               Imagery
        Hand crafted                Premium
        premium material ,          lifestyle , Hi-tech
        Style

                             Salience
  High awareness , Range, Origin of the Corporate brand Swiss
  Watches
KAPFERER·S BRAND IDENTITY
              PRISM
        Physique               Personality             I
E       Elegance,                                      N
                               High class, self
X       Fit for all            respect                 T
T       occasion                                       E
E                                                      R
R                                                      N
N                                                      A
A                                                      L
     Relationship                    Culture
L                                                      I
     Prestige,Confide                Swiss hand made
I                                    watches           S
     nce,Loyalty
S                                                      A
A                                                      T
T                                                      I
I               Reflection    Self Image               O
O               luxury        Proud, Status            N
N               Image,Value
                Oriented
BRAND ARCHITECTURE

                Swatch Group


Co-Brands                                      License
             Endorsed        Sub-Brands
                                               Brands
              Brands
  Tissot                 Swatch      Swatch
                                                   CK
                         Flik-flak    Mido
              Swatch
               Swiss
Lo gi ess                               E dura
                                      Timberla d

  Rado                                    E dura
                                          Ma go

 Omega


 Hamilto


   Breguet
BRAND PORTFOLIO
 Prestige &    Brequet, Bla c ai , Glashutte origi al, Jaquet Droz
 Luxury        Leo Hatot, Omega, Tiffa y & Co.



High Range     Lo gi ess, Rado, U io Glashutte


               ,
Fg
 Middle         Tissot, Ck watch & Jewellery, Balmai , Certi a,Mido
 Range         Hamilto


Fv
 Basic Range   Swatch, Flik Flak




Dfv
 Private        E dura
 Label
BRAND EQUITY


    BRAND AWARENESS
                                 PERCEIVED QUALITY
‡   SWISS BRAND
                         ‡       HIGH VALUE FOR MONEY
‡   CELEBRITY ENDORSED
                         ‡       EXCLUSIVITY
‡   ADVERTISEMENT




                                   BRAND LOYALTY
                             ‡    FAST RECALL OF BRAND
    BRAND ASSOCIATION        ‡    MAKES YOU FEEL
‡   SYMBOL                        DIFFERENT
‡   SWISS FLAG
GROUP MEMBERS

‡   Raje dra Ahuja ² 111
‡   Sushai Arora - 112
‡   Prateek Golchha ² 118
‡   Ayush Jai ² 123
‡   Rahul Kasat ² 129
‡   Pratik Ta war ² 152
‡   Ishaa Sabharwal - 156

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62181643 swatch-group

  • 1.
  • 3. BRAND MANAGEMENT 1. Identity Red & White Colour 2. Label 3. Image Best Watches of High Quality 4. Perception Quality with style 5. Position Premium Quality watches
  • 4. COMPETITION Direct Indirect Category Need Fulfilled Brand Product Generic Competitor Competitor Competitor Watches Accessories & Rolex Sports watches Bracelet Life style Tommy Mobile Phones Esprit Titan
  • 5. BRAND ASSOCIATION TIME INTERNAT IONAL BRAND VARIETY SWISS SWATCH GROU HAND DESIGN CRAFT VALUE TECHNOL FOR OGY MONEY
  • 6. CUSTOMER·S BRAND DECISION MAKING ( BUYING A WATCH UPTO RS.20000) BRANDS UNKNOWN KNOWN LEON HATOT, BREGUET, OMEGA, TIFFANY & CO, DROZ, UNION GLASHUTTE, LONGINES, TISSOT, CK, MIDO, CERTINA & FLICK FLACK TOMMY, ESPRIT, ACCEPTABLE UNACCEPT INDIFFERENT OVERLOOK NOT PURCHASED ABLE ED PRCHASED TISSOT, CK RADO, TISSOT SWATCH, --------------- OMEGA, TOMMY, TIFFANY & ESPRIT CO.,LONGI NES
  • 7. CONSUMER VALUE HIERARCHY PRODUCT LEVELS ATTRIBUTES CORE TIME BASIC TIME/DATE/LOOKS EXPECTED WATER PROOF, DURABILITY, LONG BATTERY LIFE AUGMENTED CUSTOMIZATION POTENTIAL AND CRAFTED EMOTIONAL WATC ES FOR EVERY OCASSION FUNCTIONAL TIME AND DATE ECONOMIC VALUE FOR MONEY
  • 8. KELLER PYRAMID Resonance High loyal to brand, attachment to brand Judgment Feelings Perfect blend Self-respect, of quality and feeling different style Performance Imagery Hand crafted Premium premium material , lifestyle , Hi-tech Style Salience High awareness , Range, Origin of the Corporate brand Swiss Watches
  • 9. KAPFERER·S BRAND IDENTITY PRISM Physique Personality I E Elegance, N High class, self X Fit for all respect T T occasion E E R R N N A A L Relationship Culture L I Prestige,Confide Swiss hand made I watches S nce,Loyalty S A A T T I I Reflection Self Image O O luxury Proud, Status N N Image,Value Oriented
  • 10. BRAND ARCHITECTURE Swatch Group Co-Brands License Endorsed Sub-Brands Brands Brands Tissot Swatch Swatch CK Flik-flak Mido Swatch Swiss Lo gi ess E dura Timberla d Rado E dura Ma go Omega Hamilto Breguet
  • 11. BRAND PORTFOLIO Prestige & Brequet, Bla c ai , Glashutte origi al, Jaquet Droz Luxury Leo Hatot, Omega, Tiffa y & Co. High Range Lo gi ess, Rado, U io Glashutte , Fg Middle Tissot, Ck watch & Jewellery, Balmai , Certi a,Mido Range Hamilto Fv Basic Range Swatch, Flik Flak Dfv Private E dura Label
  • 12. BRAND EQUITY BRAND AWARENESS PERCEIVED QUALITY ‡ SWISS BRAND ‡ HIGH VALUE FOR MONEY ‡ CELEBRITY ENDORSED ‡ EXCLUSIVITY ‡ ADVERTISEMENT BRAND LOYALTY ‡ FAST RECALL OF BRAND BRAND ASSOCIATION ‡ MAKES YOU FEEL ‡ SYMBOL DIFFERENT ‡ SWISS FLAG
  • 13. GROUP MEMBERS ‡ Raje dra Ahuja ² 111 ‡ Sushai Arora - 112 ‡ Prateek Golchha ² 118 ‡ Ayush Jai ² 123 ‡ Rahul Kasat ² 129 ‡ Pratik Ta war ² 152 ‡ Ishaa Sabharwal - 156