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Swatch

Published 01 Jan 1990
Reference 1853
Topic Marketing
Region Global
popular
Prizes & Awards

Best-selling cases, ecch

Overall Winner of 1991 European Case Awards

Summary

Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel. Now the time has come to review the very concept of Swatch, the consistency of its international actions, as well as the long-term viability of past or proposed product line extensions.

Teaching objectives

To illustrate the complexity of implementing a concept repositioning strategy through the proper marketing mix and communication mix. In more specialised courses (advertising, communication or consumer behaviour), the case permits instructors to examine in more detail diffusion of innovation, merchandising, sponsoring, psychological pricing, global versus local advertising, and management of fashion life cycles.

Keywords
  • Marketing management
  • International marketing
  • Consumer behaviour
  • European Competitiveness
  • Europe
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