Swatch, the flagship brand of the SFr 3.6 billion Swatch Group, hopes to quadruple its turnover in value, and increase its points of sale from the current 70 to 150 by the end of year 2002. Swatch claims to have sold about 50,000 units so far.
So while the distribution focus will remain on the 18 cities it is present in already, Swatch plans to gradually increase penetration by adding 50 to 70 outlets in these cities in the next two years. Besides opening exclusive outlets or `Swatch Stores' or kiosks in the next two years, Swatch also plans to penetrate Urban India through multibrand outlets which have synergy with the brand such as sports stores, bookshops or hi-tech toy shops. Swatch has already opened a kiosk at the premium mall Crossroads in Mumbai and at Ansal's Plaza in New Delhi.
The core of the Swatch India strategy would be to build and highlight `differentiators' at all points of contact, while targeting a wide cross-section of trend-conscious Indian consumers. By adopting this route, Swatch aims to build a credible and `aspirational' brand image and try to offer an international brand experience.
The next pillar in Swatch' strategy would be its communication package. To begin with, Swatch India will launch its international brand campaign on TV, while the print campaign has already been launched by modifying certain frames with Indian influence.
To further reinforce its youth positioning, Swatch plans to co-sponsor a personality-contest, a new programme in the making for MTV. In addition, it plans to associate the brand with some of the happening youth festivals in the country such as Rendezvous and Oasis.
Swatch, is launching one of its famous watch brands-Calvin Klein-in India. The company makes the Calvin Klein watches and cK Watches collection in co-operation with the American fashion designer Calvin Klein. The launch is due on February 14, and the new range of watches will be priced between Rs 4,500 and Rs 16,000.
This will be followed by the launch of Flik Flak-the Swatch Group's watch brand for children-in March 2001. The watch will be positioned on the `education' plank and will be priced in Rs 700 to Rs 1,000 range. Swatch, apparently, has test marketed its children range in a tie-up with UNICEF and is believed to have received an encouraging response.