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62181643 swatch-group

Rinkesh Yadav
Rinkesh Yadav

The document summarizes Swatch Group's brand management strategies. It discusses the company's portfolio of luxury watch brands including Omega, Longines and Tissot. It outlines Swatch's brand positioning as premium quality watches known for Swiss craftsmanship. Charts are included analyzing the brand's equity, customer decision making process, and Keller's brand pyramid showing how Swatch aims to create resonance through quality, style and premium imagery.

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62181643 swatch-group
SWATCH GROUP
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
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
BRAND ASSOCIATION TIME INTERNAT IONAL BRAND VARIETY SWISS SWATCH GROU HAND DESIGN CRAFT VALUE TECHNOL FOR OGY MONEY
CUSTOMER揃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
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
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
KAPFERER揃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
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
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
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
GROUP MEMBERS Raje dra Ahuja 族 111 Sushai Arora - 112 Prateek Golchha 族 118 Ayush Jai 族 123 Rahul Kasat 族 129 Pratik Ta war 族 152 Ishaa Sabharwal - 156

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62181643 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揃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揃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 族 111 Sushai Arora - 112 Prateek Golchha 族 118 Ayush Jai 族 123 Rahul Kasat 族 129 Pratik Ta war 族 152 Ishaa Sabharwal - 156