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62181643 swatch-group
- 2. SWATCH GROUP
- 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