MARK 4210 Spring 2019 Professor Eugene R. Raitt 1 Product Strategy
Situation Analysis (Customer, Competitor, Company) Market Selection (Segmentation, Targeting, Positioning) Marketing Mix Formulation (Product, Pricing, Distribution, Promotion) - Quantitative Analysis - Consumer Behavior Simulation Game PharmaSim Elements of Marketing Strategy Fundamentals Application Course Roadmap Course Roadmap MARK 4210 Spring 2019 Professor Eugene R. Raitt 2
MARK 4210 Spring 2019 Professor Eugene R. Raitt 3
THE BIRTH OF THE SWATCH Case Discussion Questions: 1.Prior to Swatch, what was the watch industry like in various historical stages (prior to 1950s, between 1950s-1970s, 1970s-1980s)? Consider the various aspects of the watch category (e.g., category usage, marketing mix, consumer behavior). 2.Why did Swatch become a success, what are the key elements of their marketing plan (e.g., positioning, marketing mix) that contributed to their success? 3.How has Swatch influenced/impacted the watch industry in terms of how people view the category and consumer behavior?
Timex. inexpensive mechanical watches using hard alloy bearings instead of jewels
Swatch’s Marketing Mix: Product Lines•Tremendous diversity, 70 designs that changed 2x/year; which encouraged the perception that watches were accessories to be mixed-and-matched depending on one's outfit, mood, or taste•Collections changed on a seasonal basis•No repeat production runs•Limited editionsMARK 4210 Spring 2019 Professor Eugene R. Raitt10
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- Spring '17
- Marketing, Eugene R. Raitt