AHSANULLAH UNIVERSITY OF SCIENCE & TECHNOLOGYDept. of mpe

Year : 4th Semester : 1st Section : aGroup : 02

Members : suraiya jahan - 12-02-07-005 abu galib – 12-02-07-008

‘G-SHOCK’ is the ultimate tough watch. Born at a time when watches were generally considered fragile instruments. Designed by a young engineer ‘KIKUO IBE’ at the year of 1983. He wanted to make a watch which does not break, even when dropped. G-SHOCK refers to gravitational shock.

This watch was built on TRIPLE-10 concept.

G-SHOCK is designed primarily for sports, military & outdoor adventure oriented activity. G-Shock is popular with mountaineers, firemen, paramedics, astronauts, film directors, police officers & soldiers.

Features of a latest model G-shock G100-1BV is given below :

• Shock-resistant sports watch featuring magnetic resistant,

• EL backlight with afterglow• dual time, daily alarm• 1/100 second stopwatch• auto calendar, and 12/24-hour formats• 47.8 millimeters resin case with mineral dial

window• Water resistant to 200 m (660 feet): In general,

suitable for professional marine activity

COMPETITORS :

1.Tissot2.Hublot3.Timex4.Citizen5.Fast track (Titan)

S-T-P Analysis

• Segment : Middle income men & women

• Target : Urban upper middle class

youth

• Positioning : Watches that are technologically advanced

SWOT Analysis• Strength : Uniqueness, Value for money & Excellent quality.

• Weakness : Not an essential accessory & Visually simple.

• Opportunities : Tie up with fashion houses, sponsoring events & more innovative designs for attracting the youth.

• Threats : Facing threat of counterfeit casio products & Watches with more ‘Sporty look’ of other companies.

AW-100B seriesFrogman seriesGulf master series

BCG Matrix

Mud master seriesG-Steel seriesGravity master series

GA-100 seriesDW5600E-1V

GDX6900 SeriesAdventure seriesSoldier series

Marketing StrategiesCasio used to promote their products through only Televisions & Fashion magazines once upon a time. But now the G-shock team is using various mediums. Such As – • Online marketing• Joining with fashion houses• Sponsoring events• Arranging Tours i.e. “SHOCK THE WORLD

TOUR”• Getting attached with celebrities

Marketing PolicyG-SHOCK usually follows two policies.

• PUSH – Offers bonuses to wholesalers & retailers.

• PULL – Communicate with the consumers for knowing the actual demands.

Pricing Strategy Casio watch prices range : $10 to $1 million.

G-shock starts from $99. Most of the models of G-shock watches are below $200. They also have limited stocked high valued watches. Those ranges from $300-$800.

“CASIO COMPUTER COMPANY” was established in 1946 & it is a very renowned company in the world. But their product line has become full of non-essential accessories. G-SHOCK watches are also a very much potential innovation of theirs & it also falling into the counterfeit of their product line. So they must need to overcome this for regaining their position at the world’s marketplace.

THANK YOU FOR YOUR CONCENTRATION