Swatch customers portfolio

Brand: Swatch

Age group: Young people age in 15-34, student

Common interests: Art, Fashion, casual style

Customer: Alison

Occupation: student


Marital status: unmarried

Location: Beijing


Alison wakes up and morning exercise





Alison eat breakfast(fruits yoghourt, white bread, egg, milk)15min



She say goodby to her parents then leaves home and walk to bus station

She tend to has her Ipad in her hand to check all of her social media and blogs she followed on the way to school.



Alison arrive school, chats with her classmate about the new or interesting things she found from her Ipad just now.

Class has begin.



Short time break, Alison discuss questions about last class with her classmate.



There has 2 hours break in the middle noon, Alison has lunch at home with her mom then has a short sleep or day dreaming.



Independent study, Alison would like stay in school library to do research or do online tests.



Class is over, Alison will do outdoor activity in Monday and Friday, and has extra writing classes on other working days.



Dinner for family, Alison talk about news in school to her parents, sometimes she will do her mom favor on housework.



Homework & Independent study. Alison like to play piano after homework, her father bought her a luxury Yamaha Piano and a wonderful CD player, it would be very helpful to improve Alison’s music  technique.

Swatch brand information and 4Ps analysis

Swatch is one of the most successful brands of the Swatch Group. Its first line of plastic quartz analog line was launched in 1983, and went to become a global phenomenon. It is a cost effective, classic wristwatch, produced in endless bright, appealing designs, and even became a cult collectors’ item.
Swatch has enjoyed this success due to its innovative design and quality, with a perfect marketing strategy for its target audience. It is a hot collectable fashion accessory, which could be attached to clothes and also wore as a ponytail band.
However, due to the recent economic downturn coupled with changing taste and culture of the target market, most of the wrist watch companies have been hit hard including the parent company Swatch Group.
SWATCH as a brand has been performing well in these changing environment. But in order to stay ahead of this aggressive market, SWATCH has to work on its R&D with a combination of new marketing strategies.


SWOT Analysis

This technique is specially designed to help identify suitable marketing strategies for the company to follow.(hollensen 2007)
Swatch enjoys consumer loyalty. This was further enhanced with the launch of Swatch Members Club. It is a collectable, which has proven to be a hot asset and has raised high prices at auctions.
It enjoys an esteemed brand position in the world market as being one of the most successful brands of the Swiss Conglomerate Swatch Group.
It has a variety of product lines, including Bijoux Jewelleries: which has new designs for every season with a mixture of fashion, art and sports.

The watch market is becoming very fragmented which makes the promotion of the brand difficult.
Swatch has been facing a very low turnover of its assets compared to its competitor’s parent company.
The productivity per employee is weak hence affecting the financial profits of the parent company. The productivity of Swatch Group is $0.2Million Compared to $0.3 Million of its competitor’s Seiko.

Improved economic condition in developing countries like China and India is increasing people’s disposable income.
As developing countries become more westernised; Swatch could gain a competitive edge in these growing markets with a mixture of its innovative design and artistic approach.
The recent economic downturn has changed the spending ability of the con­sumer. They are switching from luxurious to affordable goods.
The innovative change in the e-commerce and retail sector gives a direct exposure to market its product.

Threats from the counterfeit watch market is growing concern been. This results in loss of brand and its reputation. Recent reports show that, the counterfeit watch industry causes losses of over $1 Billion every year.
Swatch customers are urban trendsetters who prefer changes and are unpredictable. So if swatch fails to produce innovate style it can make huge loss on its sales.
Europe is currently the biggest market for Swatch watches, however due to the economic recession and price fixation its position is threatened.
Plastic and metal is the main raw material for Swatch watches. Recent price increase in crude oil and metal is making the raw material expensive and production cost very high which leaves a very low margin for profit.

Marketing Mix Decision

When marketing their product, firms need to create a successful mix of

  • The right product
  • Sold at the right price
  • In the right place
  • Using the most suitable promotion
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  • Selecting the most effective promotional channel

The main reasons for the success of Swatch in comparison to its competitors in the East is its marketing strategy, quality and design of their watches. No matter how good the product is, it needs to be marketed correctly. With marketing mix of product, price, place and promotion we should be able to suggest the future strategy to maintain its number one position in the market.

Swatch has diversified its original cult plastic design by offering different range from Metal-bodied watches, diving watches (the Scuba series), thin and flat bodied watches and also internet watch. To improve its product appearance and differentiate itself in the market Swatch can market personalised watches where customers get to choose their colour and design. This can help Swatch to develop its brand diversity and offering to the target audience.

There have a swatch product and price list in website

Pricing is the only element of the marketing mix to help generate the revenue. Pricing sends a very powerful message, it is extremely important that they reflect the customer value the company delivers. To find the trick to balance it’s pricing, Swatch can differentiate its product line on the basis of pricing; economy, standard and superior versions which will help them to gain an edge over their competitors and to globally gain the market share especially in BRIC countries were Swatch Group is showing tremendous growth.
Demographics suggest that the main target market of Swatch is the age group of 15-34. Taking this in to consideration, I suggest it could provide special prices to students and a discount on customisation of the watch if registered with Swatch Club Membership.

Promotion is the process whereby marketers inform, educate, persuade, remind and reinforce through communication. It is important for Swatch to capture target audience to generate sales and revenue. Swatch has been an active sponsor of European sports and also an official time keeper of Olympic which has helped it to gain the international attention and market an international culture. It also had its hand on the entertainment industry through partnership with MTV by running different contest within the shows. It also has a partnership with World Volley Ball Federation which helps to promote the sport internationally and also helped Swatch to market itself as a company with public interest.
Currently there is an exponential rise in the use of social networking sites. Demographics suggest that Swatch target audience are the youth and they are very well connected through these social networking sites. Swatch already has a fan following of 3, 20,102 on face book which is increasing day by day. This page also gives an access to Twitter, Swatch Club and the Swatch website.
This could increase its brand awareness and also alert its target audience about the uniqueness of their product. Facebook is one of the, most successful social network website. Swatch has an exceedingly good chance to attract new customers. It can also run competition and contest like it does on MTV on these social networking sites.

It should also participate in university based social events, which can help gain popularity with the youth who are the trendsetters of today’s society. Due to the economic down turn companies have made huge cuts on their marketing budgets, Swatch can use this latency in the market to its advantage; they could increase their promotional marketing activity, which may enable them to increase their market share.

Choosing the right channel of distribution is very important for a company.
It’s famously said ‘supply creates demand’. If we analyse the current market segment and also increase competition in the watch industry I would suggest Swatch could use multiple channel strategy in which the product is available through multiple channels of distribution such as Internet, sales force, call centre, retail store, departmental store and direct mail. But to keep the brand identity and exclusivity of its product Swatch can sell its personalised and limited collection only through its Swatch Membership club, which can help to maintain the exclusivity of their watches. In this way different customer with different buying behaviour will seek channels that best serve their needs


Shu uemura customers portfolio

Brand: Shu uemura

Age group: Working women between 25 to 40 years of age. Like: Lovers of Japanese arts, students, medical worker, office worker, model, actress, housewife.

Common interests: Art, Fashion, Beauty, Skin care, Sport, Natural science.

Customer: Ashley

Occupation: Editor

Marital status: unmarried

Location: London


Ashley wakes up and the first thing she check her mail box and Iphone




Eat breakfast(fruits yoghourt, white bread, egg, orange juice)15min

Beauty regime, she will spend 30min on skin care, make-up and hair styling

Dressing for 15min



Leaves her apartment she share with her boyfriend John, and walk to Canary wharf underground station

She tend to has her Iphone in her hand to check all of her social media and blogs she followed to kill time for traveling to work place



Ashley will meet her high school classmate Nicky whose a fashion designer at waterloo station almost everyday. They will talk about the latest information in fashion area or recent traveling experience



Ashley say goodbye to Nicky, and get off at Green park station, then walk to work place for 10 min



She meets with her director or assistants to discuss what is going to be in the following days work



Ashley squeezes in a quick lunch with managers or collaborators, unless she has to finish emergent cases



In the most of time, Ashley should go out to collect information material for her work or meet respondents in the afternoon



Some times, Ashley will wait for John to drive she to apartment. Sometimes she will do some shopping at shopping mall then go home by underground system



Unless Ashley need to do extra work, she has dinner with John at apartment, settles down to watch evening TV or play video games with john, or hung out with their friend for parties



















IKEA advertising research


IKEA World without textiles

IKEA is promoting the launch of the 2012/2013 catalogue with an advertising campaign focusing on the new focus on textiles. “Imagine a world without textiles. A place where comfortable pillows are replaced with tree stumps. Where curtains are made of sheet metal, rugs are made of sand, and sofas are made of cactus. That’s a hard world. Literally. At IKEA, we have a soft spot for the soft parts. The fun and fluffy parts. The romantic and refreshing parts. The colorful and comfortable parts. The parts that put us to sleep, dry us off, help us relax and hide the stuff we don’t want to see. Without textiles, life is hard.

Outdoor ad geeks, here’s your latest bit of brilliance, courtesy of Ikea.
German ad agency Thjnk and production studio I Made This teamed up to create Ikea’s “RGB billboard,” which—much like Ikea furniture itself—makes the most of some very limited space.
The board features three different headlines superimposed on each other in different colors—cyan, magenta and yellow. At night, the board shines red, green and blue (RGB) lightbulbs on the board, revealing, in turn, the different headlines. Red bulbs illuminate the cyan text; green lights up magenta; and the blue-purple lights make yellow visible.
And that’s how you turn nine square meters of ad space into 27 square meters.
It’s a delightful little visual trick that embodies Ikea’s space-saving message. Now, if only it worked a little better during the day.

Color & Music

I have researched that: In 1982, Gerald J Gorn published an experiment showing that subjects were more likely to select a specific colour of pen if that pen had been paired with pleasant rather than unpleasant music. That means there is a strong relevant between Colour and Music. Typically, Colour and Music decisions are based on intuition and anecdotal evidence. As a platform, Colour and Music provide emotional and psychological senses running in advertising. Also, they are the point of mood controlling, which have a big impact on brand preference.

IKEA UK is promoting its range of role play toys and furniture for children in “Playing with my friends”, an integrated advertising campaign. Doll, Dinosaur, Action Figure, Monkey, Robot and Teddy Bear appear in a colorful trip around Ikea’s children’s kitchen, showing what hosting a dinner party looks like when the kids are in charge. The campaign includes a music video, television commercials and behind the scenes video, accompanied by UK band Masters in France. The “Playing with my friends” track is available as a single on iTunes.

IKEA has launched “Make more of your Garden”, an advertising campaign in the UK and Ireland using backyard gnomes to showcase the retailer’s outdoor living solutions and inspire people to transform their outdoor living spaces. The campaign, which features a 60 second TV ad and a 2 minute music video, brings together a couple who determinedly renovate their backyard despite the best efforts of pesky garden gnomes.

A couple tries to transform their garden with IKEA outdoor furniture, but they have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome. The gnomes will do anything possible to keep the garden the way that they like it, kitsch and dull. Every improvement the family makes, hanging colourful SOLVIN DEN solar-powered lights, erecting a KARLSÖ gazebo and introducing the ARHOLMA outdoor sofa, angers the gnomes, who do anything to stop the family.

The adverts, which launch on Saturday 13 April, look at a family trying to transform their garden with IKEA outdoor furniture, but they have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome. The gnomes will do anything possible to keep the garden the way that they like it – kitsch and dull. Every improvement the family makes, hanging colourful SOLVIN DEN solar-powered lights, erecting a KARLSÖ gazebo and introducing the ARHOLMA outdoor sofa, angers the gnomes, who do anything to stop the family.

The TV spot, features a cover version of the Mötley Crüe song ‘Time for Change’ by The Palace of Budapest Philharmonic Orchestra and The Heritage Singers. Five versions of the TV advert, directed by Mike Maguire at Biscuit, have been produced and include 60” 30” and 10” adverts that run until early June on TV as well as a full length music video running online at The campaign also features outdoor, press ads and online ads.

Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the third burst of our ongoing brand campaign it’s our ambition to continue the revitalisation and transformation of the IKEA brand in the UK and Ireland. Our goal is for the ‘Make more of your garden’ campaign to raise awareness of the wide range of outdoor solutions available in the IKEA store that can help them transform their outdoor space. It will demonstrate how easy and affordable it is to treat your outdoor spaces just like any other room in the home, ultimately encouraging consumers to choose IKEA for all of their outdoor home furnishing needs.”

Freddy Mandy, creative director at Mother, said: “To us, gnomes symbolize the lacklustre state of the nation’s gardens. They are tired, old fashioned and uninspired. So we imagined the gnomes’ reaction to a family installing new, exciting, modern garden furniture into their territory. It sparks a turf war, quite literally.”





Honda advertising research

  • Total spend on advertising cars has eased in recent years, but the sector remains a significant spender.
  • TV accounts for nearly half of sector adspend; outdoor is growing, while the internet is emerging as a significant communications channel.
  • TGI data suggest that consumers consider brand image and advertising to be of minimal importance when buying a car – but the likelihood is that marketing gets them thinking about a specific brand, then other, more rational and practical decisions take precedence.


Besides making cars, Japan’s Honda ( is also the largest manufacturer of motorbikes in the world. It also develops a broad range of other products including small general-purpose engines, speedboats, scooters and speciality sports cars.
Honda’s most successful cars in the UK in 2007 were the Civic, fifth in the lower medium segment, and the Honda CVR, which leads the dual-purpose 4x4s/SUVs segment.

The company launched its Insight hybrid at the Paris Motor Show in October 2008. The vehicle, which reportedly will sell for approximately £12,000, or about a third less than the Toyota Prius, may be the one that enables hybrids to make a real breakthrough into the mainstream.

In terms of advertising, Honda supports specific models but also produces TV adverts on an epic scale to reinforce the Honda brand, including ‘The Impossible Dream’, which followed a series of historical Honda-made forms of transport to the soundtrack of the Andy Williams song of the same name, to the more recent series of four teaser adverts, the final one featuring a team of skydivers who, after several attempts, come together to form the red initial letter ‘H’ that is Honda’s logo under the strapline, ‘Impossible is worth doing’.

Key analysis: So while consumers may not actually be swayed in making their decision due to a specific advert, car advertising often plays a more subliminal role in reinforcing a brand’s credentials, and steering potential purchasers towards a specific brand or model – on one hand, the key features such as price and reliability become the factors that will decide whether or not the vehicle is purchased. On the other hand, the advertising also a way for brand style and brand attitude presentation.


Wieden & Kennedy’s Honda ‘Choir’ spot, with its clear audio focus to represent engine quietness, would be an obvious contender for transfer.

Honda have launched a campaign for its Civic hatchback model through Wieden & Kennedy television adverts in 2006. The strapline “This is what a Honda feels like” which showed a car driving around a multi-storey carpark with choir music used to mimic the sound of the vehicle.

Honda W+K’s captivating new spot puts the brand’s 65-year history in a single engineer’s hands.

The spot is called “Hands,” which makes plenty of sense, and it’s also one of those great, semi-wordless pieces that plays well no matter what language you speak. Transforming motorcycles are wonderful in every country. As are transforming pieces of building hardware.
The two-minute spot celebrates the curious spirit that has made Honda the largest engine manufacturer and racing company in the world since its founding in 1948. And there are certainly many Honda products on display—heritage products like the 2RC143 bike; current products like the 2013 Honda TT Legends Fireblade, the HB25 leafblower, the CR-­V and the Honwave T38 inflatable boat; innovative Honda technologieslike the 2015 NSX concept, the FCX Clarity car, which emits nothing but water, and of course ASIMO; as well as Honda’s first production NSX from 1990, the road sports car Honda developed in collaboration with Ayrton Senna.