Ashley LutzkerNathalie HirschtrittHsin-Yi Tai

Swatch

Swatch is a Swiss companyHeadquarters in Biel, Switzerland

First went on sale in 1983 Has been called the most successful

wristwatch of all time There are over 600 Swatch stores

world wide

Methodology

Interpretive: a deep understanding of consumption and its meanings.

Methods of study: long interviews

Objective 1: Explore purchase behavior for watches in terms of timing, information search, spending, etc.

Both males & females wear a watch mainly for time keeping purposes

Male interviewees spend more time researching purchase of watch than female interviewees

Majority of research is done on the internet

Amount spent on a watch is dependent on brand

Objective 2: Evaluate peoples’ motivations for purchasing watches for themselves

Main reasons for purchase: Broken watch (both sexes) As an accessory (female interviewees) Impulse purchase

Durability is most important to males, while brand is more important to females

Opinions of friends can influence purchase

Interviewees seem less aware of Swatch beyond traditional plastic design Hesitancy towards purchasing plastic watches due to ‘kiddie’

look and past use

Objective 3: Identify young people’s emotional connection to the Swatch brand

Stylish, fun, and energetic personality Young (18-30) Makes people feel happy Triggers memories of high school and

college Gives a casual and relaxed feeling

Objective 4. Examine brand awareness of Swatch

High brand awareness Interviewees mentioned Swatch in their top 5

Perception: colorful, light weight, designed well (fancy, sometimes simple), cutting edge

All interviewees have been visibly aware of others wearing Swatch within the last month

Objective 5. Test whether promotional activities and/or advertising would influence consumers’ buying patterns

Celebrity spokesperson wouldn’t have an impact

Sponsorships/promotional activities at concerts and sports games were top of mind

Interviewees felt best places to advertise would be in magazines:FashionSportsEntertainmentDesign

Marketing Plan - Product Separate product lines by function

Sport Fun http://www.swatch.com/en/watches/puzzlemotion.html Classic Special Collections

Improved durability Plastic band needs to last longer

Swatch Lines

Classic SportFun

Marketing Plan - Placement

Available in all Swatch stores Partner with art museum and

exclusive retailers to make product more available U.S. consumers MOMA Bloomingdales Urban Outfitters

Marketing Plan -Price

Maintain current price point $50 - $150

Marketing Plan - Promotion Sponsorships

No Doubt concert tour X-Games

Internet Advertsing MTV.com ESPN.com Ticketmaster.com

Print Advertising Fashion (Vogue, GQ) Design (Wallpaper) Entertainment (Entertainment Weekly) Sports (Sports Illustrated)

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Conclusion brand awareness/ product

awareness Positive emotional connection Low purchase intent

Advertising, Quality upgrade & Sponsorship suggestions should reinforce awareness and increase product line awareness