Seiko and Swatch Group

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Swatch: The Global Watch
The IMC Plan in Brazil, Japan, and Switzerland

GM614 Global Advertising Professor Christin Walth Jenessa Carder, Chia-Ying Chen, Fango Lin, Yi-Hsuan Su, Ya-Ling (Claire) Wang, Winette Yee May 5, 2010

Statement of Purpose
Swatch (‗Swiss‘ + ‗watch‘) watches, created under the management of Nicolas Hayek, are fashion statements and pop-culture icons. They feature witty, outlandish designs that use intense colors and are youthful, provocative, stylish, and unpredictable. The mission of the IMC campaign is to tie the brand image with creative art in order to tell the brand story, strengthen Swatch‘s brand identity among the target audience (young students or professionals, aged 18-25) globally, and consistently incorporate different and relevant mediums (print ad, website, MTV – user-generated content, and online communities) to reach the target audience.

The multi-country marketing analysis of The Swatch Group will aid in developing the IMC strategy and campaign for Swatch‘s CreArt (‗creativity‘ + ‗art‘) Collection in the following three countries: Brazil, Japan and Switzerland. When reading this, please be aware that Swatch did not impose an integrated marketing campaign in Brazil; rather, they only held one event and communicated to customers through Twitter. Therefore, the Brazil section is composed mostly of what The Swatch Group should do in order to meet their objectives. Furthermore, the cultural dimensions and components that will affect consumers shopping intention in each country will also be analyzed. Finally, based on the differences or similarities among the three countries, recommendations, including the cost-efficiency of adopting a standardized or localized IMC strategies in each country, will be given.

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Contents Statement of Purpose.................................................................................................................................... 1 Company and Products ................................................................................................................................. 7 Company Background ............................................................................................................................... 7 The Swatch Group Brands and Companies.............................................................................................. 9 Watches and Jewelry ............................................................................................................................ 9 Production (of watches, watch components, and jewelry) .................................................................... 9 Electronic System .................................................................................................................................. 9 Corporate............................................................................................................................................... 9 Distribution........................................................................................................................................... 10 Landmarks ........................................................................................................................................... 10 Recent Campaigns .................................................................................................................................. 11 Colour Codes ...................................................................................................................................... 11 Swatch Snowpass / Access ................................................................................................................ 12 CreArt .................................................................................................................................................. 13 Street...
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