The Swatch Case Study
What choices did customers have before arrival of the Swatch and how were these choices positioned?
Before the Swatch entered the market, few changes have occurred, which actually impacted the positions of the companies within the global market. First of all, after the introduction of quartz many foreign countries started to manufacture watches of low quality and price, which, however, were rather popular among consumers. Secondly, it should be noted that the dominance of Swiss companies producing watches on the market has been combated by Japanese and American companies. In general, the market share of Swiss companies, which sold watches for more than $350 per watch, remained the same (97%). However, its share in the market where watches were sold for less than $350 equalled to 3% or 0%. Speaking about geography, the inhabitants of European countries still preferred Swiss watches while only half of Americans purchased watches produced in Switzerland.
What was the recipe for Swatch’s success? What did they do exactly from a positioning point of view?
There are many ingredients in the success recipe of the Swatch. Perhaps, the most crucial are the price, the material, the appeal to fashion and style and emotions. First of all, the Swatch was the first Swiss company that decided to produce cheap watches out of plastic. It was quite sensational for Switzerland since it was a well-known producer of traditional watches made from the precious metals and jewellers. By the way, the price of the watches had not been changed for ten years and was the same in different countries. The success of the company was also boosted by the large advertisement campaign conducted by the company. In fact, the Swatch was the only watch-producing company that was ranked in the top 100 companies the advertisement of which appeared on the TV. The overall costs spend for the ads constituted the third of company’s income. However, the most essential element of the Swatch’s success was the image it promised to equip its owner with. Wearing the Swatch was the message. The messages were different as the style and design of watches changed on regular basis. Due to their low price and sensational and original designs, the Swatches became the target of the people who were concerned about their image and fashion. A lot of them had many watches for different occasions what was actually the initial intention of the Swatch’s leaders: to sell the watches for different events which will send the message, short piece of information about the person who wears it. Its leaders also counted upon the spontaneity and stressed that their watches are to be sold without long considerations whether to buy or not another watch.
What other brands have done something similar to Swatch? Can you think of any other brands that have used the same formula for success?
In my opinion, the similar scheme was used in regard to the Omega watches the sales rates of which declined due to many reasons, among which was the absence of conception why customers should buy these watch. The decision of the owners of the brand was quite the same as in the story of the Swatch. They provided these watches with the story, background and message. The advertisement presented the Omega watches as ones which are carried by people who succeeded in sport, arts, politics or business, those who, in other words, were somebody because they made themselves somebody. The Omega watches had to send a message that their owners are successful and influential people. For this reason, everyone who believed himself to belong to this elite or chosen people aimed to buy the Omega’s watch in order to make their status and position in society obvious for everyone.
Rose by any other name
The best marketing strategy for Rose Party ware: recommendations
In my opinion, the marketing strategy should focus upon three factors: the message sent by the company; the price at which goods are sold and services are delivered, and the advertisement. Considering the question of message, Rose should focus upon the individual, unique and original approach to each customer combined with the high and the same standards and quality of the goods and services. She should stress upon the specific design and atmosphere of the party that will be organized by her efforts. I think it is key element since the linier manufactures frequently neglect the originality of the product they deliver. Rose should stress that her brand will mean the unexpectedness in organization of the parties, and it should be her distinctive feature. The prices which are introduced might remain the same. However, I would recommend Rose to establish the rules for discounts. In addition, I would offer the services and goods at lower prices for those customers who will recommend Rose’s business to others and will lead them to her.
Mountain Dew Case Questions
What decision criteria you think are important in evaluating a brand’s advertising?
I consider the following elements crucial for the success of the advertisement: the creation of the association with something which will boost the desire of the customer to buy the product (for example, in case with the Coca-Cola Company, it is the strong association with America, as well as active lifestyle; its ads are often accompanied with the image of successful and full of young energy beautiful girls and boys); the ability to oppose (whether the advertisement offers the product which is a counterpart to the already existing on the market, and whether it makes its consumer original and unique); association with relax (for example, the drink which promises relaxation and the image of which is accompanied by the paradise view would certainly draw the attention of tired people or of those hungry for the creativity and new ideas), association with athletic activities, sport and music (it should be energizing and provoking the customer to buy the product).
Evaluate the following ads:
In general, the conception is good as the advertisement shows the active lifestyle with which the drink will be associated by the customer.
Actually, it is good advertisement as it additionally draws the attention of Queen’s fans. The main role in this ad is granted to music. Therefore, every time the customer listens to this melody, he or she will remember the drink.
Dew or Die
The ad is strongly linked to the image of the hero, so that it might draw attention of some guys who want to see themselves more powerful, confident and influential.
Labor of Love
Of course, the ad is funny; however, it is the only advantage of this ad. The viewer will laugh at it and forget it immediately. It does not attract.
As in the case with the use of the Queen’s melody, this ad might attract the attention of the customers who are not indifferent to the theme of 1930s and its style.
Which ad do you think is best?
In my opinion, the best advertisement is Mock Opera as its target audience is the biggest. It is funny enough and at the same, time it provokes to buy the product even by the song listened spontaneously on the street or in the bus. It is associated with great mood, and think it is rather successful and promising.
New Coke Case Study
Assess Coke’s brand equity. Where does it come from?
The brand equity of Coke is various. For example, ‘pause and refresh you’, ‘things go better with Coke’, etc. All of them were developed and introduced during the history of brand’s existence. For example, ‘pause and refresh’ was introduced at the beginning when the refreshing feature of Coke as a mixture of wine and Coke leaves had just been discovered. Coke was the first soda drink which actually refreshed the ones who drunk it. The second was established as the positions of the company strengthened, and Coke was considered to be a well-established brand offering wide-spread product. In my opinion, the brand equity discussed above as many others is rather effective in terms of advertisement as they draw attention of the most widest target audience including both children who enjoy the sugar and taste of Coke and elderly people for whom the taste of Coke is associated with the taste of the first soda drink ever.
What was clever about Pepsi’s attack on the Coke brand?
In contrast to Coke, Pepsi focused not upon the product but upon its consumer. It introduced the term ‘Pepsi Generation’ which was closely associated with Baby Boom that had just happened in the USA. However, Pepsi Generation was a term referring to the active, vital people who are young at heart. Its ads assured that ‘what you drink is who you are’. Therefore, those who considered themselves to belong to Pepsi Generation were willing to choose Pepsi over Coke.
What do you think are the main reasons for Coke’s failed response? What would you have done?
The main mistake of Coke was the fact that no matter what steps it took in order to beat Pepsi, it actually created the advertisement for the newly introduced product. The reports of numerous tests that were taken by the Coca-Cola Company to prove that Coke tasted better actually provoked people to try Pepsi in order to compare. And those who tried and liked Pepsi abandoned the use of Coke. The most ineffective test which was carried out by Coca-Cola Company was the one which determined the preferences of the customers. It showed that Coke was better, but the difference in margins was extremely small (only 4%). In my opinion, the Coca-Cola Company should have better focused upon the new marketing strategy that would actually draw attention to its product as well as take into consideration the wishes of buyers.
Euro Disney Case Study
What makes Disney’s service concept successful? What are its core elements? How does it create customer value?
There are several cornerstones of Disney’s success. First of all, it is easy characterization. Disney’s was said to go to American consciousness, which was myth and fantasy. Secondly, the focus was made upon quality, imagination and guest service. Every park had a theme which was inherent for it and made it obvious in the images, sounds, characters etc. It was designed to satisfy the variety of tastes. In addition, Disney’s used the rich heritage of Disney’s cartoon characters. The Park was updated on the regular basis. Its customers were especially valued and were seen as participants of the show. Therefore, their interactions with the staff were rather frequent.
Was Disney market-driven or market driving in France? In your view, what choice would have been better?
Disney in France was market-driven, and I consider it to be a good choice. Europe is differed from the USA in various tiniest concepts, and all of them were adjusted to the wishes of European population, in order to attract as much customers as possible and to make their stay adventurous and comfortable.
How was the service concept changed for Europe and why? Were the reasons for this change compelling?
Disney’s in Paris differed from its original in the USA in many ways. First of all, its design was accustomed to the tastes of French public since its inclinations were popular in Europe. Secondly, it abandoned the idea of fast food restaurants and introduced the net of traditional ones. In addition, as a basis for creation of fairytale, the European mythology was used. Even the cartoons characters were adjusted to the European style. The language of the park was French. In my opinion, the reasons were not quite compelling since Disney’s was already well-known brand, and such things as mythology and cartoon characters had to remain unchanged since they were the indicators of Disney’s spirit.
Disney had hoped for a better start. What are the main factors that account for Euro Disney’s disappointing initial performance? What would you have done differently?
The reasons for disappointing were numerous. The major ones include the difficulties associated with the creation and run of the multi-cultural park that actually still remained to be quasi-American and quasi-French, which also confused the visitors; the lack of appreciation of staff; bad customer service; long lines, which for someone, turned to be the worth experience in life. Some also named the departure from traditional French entertainment experience to be the reason of failure, etc. In my opinion, Disney’s should not compromise and adjust it to the needs of European clients in terms of design, cartoons characters and overall concept of the amusement park as one coming from the USA.