MARK 4210 Spring 2019 Professor Eugene R. Raitt1Product Strategy
Situation Analysis(Customer, Competitor, Company)Market Selection(Segmentation, Targeting, Positioning)Marketing Mix Formulation(Product, Pricing, Distribution, Promotion)- Quantitative Analysis- Consumer BehaviorSimulation GamePharmaSimElements of Marketing StrategyFundamentals ApplicationCourse RoadmapCourse RoadmapMARK 4210 Spring 2019 Professor Eugene R. Raitt2
MARK 4210 Spring 2019 Professor Eugene R. Raitt3
THE BIRTH OF THE SWATCHCase 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