[Reserved] lear marketing with Swatch watches
original address: Swatch watch with school marketing Author: God of Asian Marketing Chen talk about marketing] [< / B> Swatch watches with learning Marketing: worn on the wrist fashion Q: My company product positioning? Q: I am currently a way to educate customers what is? 3. Cost: the watch down to 150 parts 50, the profit increase. Q: My company or product brand story is what?
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Switzerland dominate the table 300 years, but ignored in the early 1980s, Japanese quartz watch technology invention, sophisticated Swiss watch to be smaller, thinner, more precise Japanese quartz replaced by the 1974 market share of nearly 50% to 15% in 1983.
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1984 年, Swatch founder Nicolas Swiss watchmaking group combined the two ASUAG * SSIH = SMH Group, he was convinced “that we can once again become the world first.”
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At that time, the high-end market is shrinking, and fast-growing mid-market accounts for only 3% of Swiss watch, low-grade all the world to Japan. So he aimed at the mid-market, made a ridiculous challenge, “sold for $ 30 Swiss watch.”
* start because there is not much advertising budget, so with a unique way of marketing:
1. Product Positioning: the watch functions by a timer into clothing accessories.
convey the “exciting, fun, memorial, fashion” concept.
marketing god Quotations: changes in product positioning to change the fate
2. Education Customers: you can have second houses why not have a second table, second table, changes in consumer life wearing a watch only the concept, the concept of this second table, so the argument Swatch fashion trends run person.
marketing god Quotations: Never think that customers know, we must take to tell him.
Q: How can I reduce the economic winter in the cost of business?
4. Brand story: there was a Swiss tourist beach resort in Greece, accidentally lost a watch, a year later returns to visit, even they find, but well preserved.
5. Event marketing: design of a 152 m-long watch, write Swatch – Swiss – 60 German marks, up from Germany Commerzbank skyscraper hanging down, press free advertising, within two weeks, the German people know Swatch.
6. Limited time-limited: five months after the launch of each watch, no matter how popular stop immediately, even the cheapest have collectible value.
7. Continued introduction of new products: the introduction sets the table each week, from Monday to Sunday varies.
marketing god Quotations: The new products will bring new customers and old customers of the duplication of spending, create new revenue.
8. Swatch Museum: build customer loyalty.
9. Swatch classic memorial table shows, toured the world, developing links to attract customers and loyal customers.
10. 26 years from 1983 to date, total global sales volume has sold over one billion watches, sold 40 million average annual Swatch.