Design

There were dozens of models to chose

from

The average Italian customer ,for

example possessed six

Designs were youthful

,provocative, stylish

Price

The low price tag made it easier to

purchase Swatches on impulse

The product was affordable

Advertising and distribution

Swatch invested double to the

industry average

The advertising included all kind of

activities to communicate the

message

Pros• Swatch brand was responsible for more than a third of company’s output• The brand was big enough to attract customers to the company

Cons

• The company had several distinguished brand which had their own importance across different sectors

• Decline of Swatch watches in future would have affected the sales of the company• Company was trying to revise brands like Omega

Hence company should not have changed its name

Sufficient differentiation has been achieved with respect to each brand on the basis of Unique Brand Message, Design and Origin.

Every Watch has a separate TV spot and campaign that reduces possibility of cannibalization.

Different brand ambassador for each particular brand because different segments of customers aspire to align their lifestyles to different celebrities.

Each Watch owns a separate spot (untouched by any other watch) in the perceptual map.

Brand awareness using various Mobile Apps

• Snap Dance

• Swatch Art

• Swatch Collections

Swatch club helps Swatch fans identify/understand the difference between various swatch brands. Advantages of being a member of that club are:

Access to limited Swatch watches

Invitations to exclusive events and promotions

Get up close with athletes, artists and Swatch designers

Access insider news and previews of upcoming launches

Receive the Swatch Lifestyle Magazine

AMAZON.COM

Amazon has changed the face of the e-commerce sector by providing

exceptional service

It has changed the negative perception people had towards buying online

HDFC Bank , ICICI Bank

People used to hesitate in accepting the services of the banks because it always seemed to be a tedious work for them

These banks changed the perception of people towards banking operations by

offering high quality of service

The customer loyalty is high for these banks