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Web Design & Technology


Background & history •

the new Swatch brand in 1983 was marked by bold new styling and design

The first meaning of the name "Swatch" was "Swimmers Watch"

the name Swatch also means "Swiss Watch"

There are five families under the swatch brand. The five families are Originals, Irony, skin, beat & bijoux

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

Trend-conscious group

Normal income group

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

5 different style product line

new products on-shelf frequently

shops are at shopping plaza and urban area (MK, CWB)

year sale, festival promotion, VIP club

well-trained, very informative with personal comments

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.

Swatch Irony - The Irony family contains all the metal cased watches produced by swatch. They too come in different sizes and shapes.

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.

Swatch Beat - incorporated beat watches across the three existing family but adding twists. Swatch Beat is the digital line and integrate internet time.

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.

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

Children’s Day are in different date at varies place in the world.

4th April is Children’s Day in HK.

There are always no specially meaning for Children’s Day.

In fact, meaningful to both parents and child.


Benefits of this Children’s Day campaign benefits

In the point of view of children, Children’s Day is a great chance to make decision themselves

Children feel they are in respect

To improve the relationship between parents & child though online game

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

To provide a chance for children to know the importance of watches & time

To benefit the brand when promoting the features of waterproof.


Catalog

Child can show their creativity in playing this game

Children can act like a adult, they can make decision themselves in front of their parents

To let children choose a watch they like

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.


END


Web design