Top Story

e4m_logo.png

Home >> Media – Print >> Article

Swatch sets time-bound growth agenda

19-January-2001
Font Size   16
Swatch sets time-bound growth agenda

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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by