Web Design & Technology
Background & history •
the new Swatch brand in 1983 was marked by bold new styling and design
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The first meaning of the name "Swatch" was "Swimmers Watch"
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the name Swatch also means "Swiss Watch"
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There are five families under the swatch brand. The five families are Originals, Irony, skin, beat & bijoux
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high quality, high-tech and came in a variety of fashion and art designs
Brand Attitudes •
give young, innovation, energetic, fashionable, colorful, happiness feeling
Target Audiences •
Young parents
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Trend-conscious group
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Normal income group
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Open-mind
Demographic Segmentation
Geographic Segmentation
Psychographics
Age : 25-35
Region : International(mainly in Europe)
Personality: innovator, seeker, unique
Sex : female
City size : Metropolitan
Marital status :Single / Married
Density of area : urban
Income : $8,000 - $12,000 Education : high school / college Occupation : Office Ladies, Working Housewife
　
Needs motivation: reasonable price,selfexpression, fashionable, essentials, believes in the brand Lifestyle: the product should be valuable or more than that. (quality, design, durable, etc.) pay attention on fashion accessories
Brand User Profile
Demographic Segmentation
Geographic Segmentation
Psychographics
Age : 25-35
Region : International(mainly in Europe)
Personality: innovator, seeker, unique
Sex : female
City size : Metropolitan
Marital status :Single / Married
Density of area : urban
Income : $8,000 - $12,000 Education : high school / college Occupation : Office Ladies, Working Housewife
　
Needs motivation: reasonable price,selfexpression, fashionable, essentials, believes in the brand Lifestyle: the product should be valuable or more than that. (quality, design, durable, etc.) pay attention on fashion accessories
Promotion Channels •
Sponsoring different sports events
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TVC, print ads (poster, magazine), website, flash banner
Marketing Mix •
price range from around $200 - $1200
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5 different style product line
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new products on-shelf frequently
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shops are at shopping plaza and urban area (MK, CWB)
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year sale, festival promotion, VIP club
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well-trained, very informative with personal comments
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uniform, unique image in packaging & shop environment
Product Mix •
Swatch Originals - The Originals are plastic cased watches. They are available in various sizes, shapes and designs. The originals have sub-families as well.
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Swatch Irony - The Irony family contains all the metal cased watches produced by swatch. They too come in different sizes and shapes.
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Swatch Skin - The thinner version of the original swatch watch. It is ultra thin, standing at 3.9 mm thin hence the name Swatch Skin.
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Swatch Beat - incorporated beat watches across the three existing family but adding twists. Swatch Beat is the digital line and integrate internet time.
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Swatch Bijoux - The bijoux line is the jewelry line that swatch released in the new millennium. A company that is known for innovations and fashion it went the next step. It partnered with Swarovski to encrust their bijoux line and watches.
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Filk Flak - designed to be more than just a simple children’s watch. It is notably the first ever brand of children’s watch to introduce the concept of teaching the time, allowing this learning experience to be transformed into something amusing for children.
Marketing Communication
message elements
Aquarium and a bag of fish with water Dip the hand in water with the watch
consumer benefit
Water proof and durable
execution framework
Humorous in printed-ad. The product is an Aqua living thing.
leverage point
The water proof watch and Aqua living thing.
driving force
To exaggerate the level of water proof of the product, which cannot without water
Marketing Communication
message elements
Similar background of one of the famous discography of The Beatles, which is a popular band in 60-70’s.
consumer benefit
Having a 60-70’s fashion costume look
execution framework
Mainly black and white, through using The Beatles’ discography to provide a mood of 70’s, mainly black and white in printed-ad.
leverage point
Black and white style
driving force
Through the popularity of The Beatles in 70’s to apply in its product
About Children’s Day Children’s days
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Children’s Day are in different date at varies place in the world.
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4th April is Children’s Day in HK.
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There are always no specially meaning for Children’s Day.
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In fact, meaningful to both parents and child.
Benefits of this Children’s Day campaign benefits
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In the point of view of children, Children’s Day is a great chance to make decision themselves
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Children feel they are in respect
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To improve the relationship between parents & child though online game
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During game and the festival, communication will increase.
Online Seasonal promotion proposal Children’s days Aims:
Wider the range of the product line To promote & improve relationship between parents and child
Target Audience: 6-12 (children) 32-40 (Young parents) 23-40 (adult)
Mood:
Benefit:
children - happy, funny, playful,growth Young parents - reliable, functional, reliable adult - affordable, stylish, worthy
children - through browsing to understand Punctuality Young parents - better relationship with child, educate their child adult - better relationship with child
Online Seasonal promotion proposal Children’s days Objectives: To deliver a message of Punctuality to child, how punctuality makes them a beautiful life
Expected feelings: considerate, happy, funny, stylish
Measurable effect:
increase in the total revenue. increase in visit count of the shop.
Description of the message: Everyday is children’s day if you wear Swatch Watches = love from parents + Happy Watches is necessary Theme: Factory
mini factory (web main page)
website structure Home (with the machine)
Game 1 (puzzle)
Special order Game 2 (Mix & match)
instruction
Online purchasing instruction
puzzle game coloring game
Game 1
Game 2
Special order
Home
Online store
Puzzle game (watch structure) •
To let children know the structure & the working concept of watches though online game
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To provide a chance for children to know the importance of watches & time
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To benefit the brand when promoting the features of waterproof.
Catalog
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Child can show their creativity in playing this game
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Children can act like a adult, they can make decision themselves in front of their parents
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To let children choose a watch they like
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This is a new method to promoting the product of Swatch, similar function to a catalog
Special order •
Parents can order on web, choose the packaging & enter children name, free engraving
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They can have fun together in the game & parents must participate in the procedure as online ordering needs a credit card
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Free engraving increase the loyalty of the customers, which benefits the brand.
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