Swatch case - Moving forward Swatch should ditch these joint ventures into new products and return to focusing on watches Swatch already has a grip

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Moving forward, Swatch should ditch these joint ventures into new products and return to focusing on watches. Swatch already has a grip on providing cheap quality watches to the youthful population, but we believe Swatch should come out with a new line of watches geared towards the older market. This new line should have its own unique name and marketing strategy so it is not associated with the youthful Swatch watches. This new line should still embrace quality and fashion, but should be done so through more sophisticated fabrics and colors, and perhaps a much smaller variety. Also, since this line is focusing on the older market, the watches should be a bit more expensive, yet still affordable. Now, with the extra baggage of joint ventures lifted off of its shoulders, Swatch can work on its brand mantra. Chapter 5 With Swatch’s new brand positioning aiming towards the older crowd, the company will have to raise brand awareness through different methods. Brand awareness is increasing the familiarity of a brand through repeated exposure. In younger generations, fads and word of mouth can spread the word about a product quickly. But, with the older crowds, more traditional methods may be more successful. We believe Swatch should use print advertising in high end sophisticated newspapers and magazines, such as the Wall Street Journal, Vanity Fair, GQ, Cosmopolitan, and Esquire. Swatch could also benefit from television advertising on main stations such as USA, Fox, NBC, HBO, and ABC. These two methods should create a strong foundation for Swatch’s brand awareness. Another method Swatch should try is selling through individual sales representatives. This method has proved successful for makeup giant Mary Kay, who is
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Institute of Technology.

Page1 / 2

Swatch case - Moving forward Swatch should ditch these joint ventures into new products and return to focusing on watches Swatch already has a grip

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online