Strengthen the Swatch brand identity and create liking and awareness of the CreArt Collection and other Swatch products among young professionals (18-25) globally by stressing that Swatch is about color, creativity, and art.
Incorporate different mediums (print ad, website, MTV – user-generated content, online communities) into a cohesive campaign.
Remind consumers Swatch is a fashionable brand with a fun personality.
Leverage partnerships with Brazilian artists that align with Swatch‘s personality, in addition to Swatch‘s MTV partnership.
Leverage Brazilian heritage through the use of color symbolism.
Focus on the young Japanese target market, who likes to be regarded as fashionable and stylish.
Increase the target audience‘s interest in Swatch by associating Swatch with fashion and art.
Increase awareness of the CreArt Collection among young people through the Swatch Club and by introducing a series of art themed watches through multiple mediums.
Introduce the CreArt Collection by emphasizing the strong correlation between the Swiss and Swatch watches.
Position the CreArt Collection as a valuable and collectable series for enthusiastic Swatch collectors.
Emphasize and promote the CreArt Collection as a joyful wearable art suitable for both children and adults.
Incorporate a variety of media into the marketing mix to promote the CreArt Collection.
IMC Tactics Brazil Though Brazil sells Swatch watches, the CreArt Collection did not receive a huge advertising push in this country. Overall, a pull tactic was implemented, where if customers were interested in the CreArt Collection, the consumers themselves would have to search for this information online. The marketing that was implemented in Brazil consisted of:
Fashion Night Out, an event promoting fashion, creativity, street art and shopping at the Sao Paulo Iguatemi.... [continues]
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(2011, 05). Swatch. StudyMode.com. Retrieved 05, 2011, from http://www.studymode.com/essays/Swatch-701448.html
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