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