Upload
rajahuja26
View
274
Download
6
Embed Size (px)
Citation preview
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 Competitor
Product Competitor
Generic Competitor
Watches Accessories & Life style
Rolex Sports watches Bracelet
Tommy Mobile Phones
EspritTitan
BRAND ASSOCIATION
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
UNACCEPTABLE
INDIFFERENT
OVERLOOKED
NOT PRCHASED
PURCHASED
TISSOT, SWATCH, TOMMY, ESPRIT
---------------CK RADO,
OMEGA,TIFFANY & CO.,LONGINES
TISSOT
CONSUMER VALUE HIERARCHY PRODUCT LEVELS
ATTRIBUTES
CORE TIME
BASIC TIME/DATE/LOOKS
EXPECTED WATER PROOF, DURABILITY, LONG BATTERY LIFE
AUGMENTED CUSTOMIZATION
POTENTIAL HAND CRAFTED
EMOTIONAL WATCHES FOR EVERY OCASSION
FUNCTIONAL TIME AND DATE
ECONOMIC VALUE FOR MONEY
Resonance
Judgment Feelings
Performance Imagery
Salience
Perfect blend of quality and style
High loyal to brand, attachment to brand
Hand crafted premium material ,Style
Self-respect, feeling different
Premium lifestyle , Hi-tech
High awareness , Range, Origin of the Corporate brand Swiss Watches
KELLER PYRAMID
KAPFERER’S BRAND IDENTITY PRISM
Physique
Elegance,
Fit for all occasion
Relationship
Prestige,Confidence,Loyalty
Personality
High class, self respect
Culture
Swiss hand made watches
Self Image
Proud, Status
Reflection
luxury Image,Value Oriented
EXTERNALISATION
INTERNALISATION
BRAND ARCHITECTURE
BRAND PORTFOLIO Brequet, Blancpain, Glashutte original, Jaquet Droz Leon Hatot, Omega, Tiffany & Co.
Fv Swatch, Flik Flak
Fg Tissot, Ck watch & Jewellery, Balmain, Certina,Mido Hamilton
Longiness, Rado, Union Glashutte
Dfv EnduraPrivate Label
Prestige & Luxury
Basic Range
Middle Range
High Range
,
BRAND EQUITY
BRAND AWARENESS•SWISS BRAND•CELEBRITY ENDORSED•ADVERTISEMENT
BRAND ASSOCIATION•SYMBOL•SWISS FLAG
BRAND LOYALTY•FAST RECALL OF BRAND•MAKES YOU FEEL DIFFERENT
PERCEIVED QUALITY•HIGH VALUE FOR MONEY•EXCLUSIVITY
GROUP MEMBERS
• Rajendra Ahuja – 111• Sushain Arora - 112• Prateek Golchha – 118• Ayush Jain – 123• Rahul Kasat – 129• Pratik Tanwar – 152• Ishaan Sabharwal - 156