MARK4210, 2014 Spring, L1/L2

MARK4210: Strategic Marketing

2014 Spring, Section L1/L2

[Class #10]

Product Strategies –

The Birth of Swatch

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Case Learning Objectives

Examine unconventional product positioning strategies

Recognize potential underlying conditions

Recognize keys to increase probability of success

Explore how aggressive positioning can lead to

significant evolution of a category (even mature

markets)

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Guide Questions: The Birth of

Swatch

1. Prior to Swatch, what was the watch industry like in various

historical stages (prior to 1950s, between 1950s-1970s,

1970s-1980s)? Consider various aspects of the category

(e.g., the positioning of the category, marketing mix, and

consumer behavior).

2. Why did Swatch became a success, what are the key

elements of their marketing plan (positioning, marketing

mix) that contributed to their success?

3. How has Swatch influenced/impacted the watch industry in

terms of how people view the category and consumer

behavior

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1.(a) Prior to Swatch, what was the

watch industry like prior to 1950s?

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1.(b) Prior to Swatch, what was the

watch industry like in 1950s to 70s?

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1.(c) Prior to Swatch, what was the

watch industry like in 1970s-80s?

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Industry Product Positioning (pre-

Swatch)

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2. Why was the Swatch so

successful? Positioning

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Watch Category Positioning after

Swatch

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2. Why was the Swatch so successful?

Marketing Mix: Product

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2. Why was the Swatch so successful?

Marketing Mix: Product Lines

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2. Why was the Swatch so

successful? Marketing Mix: Price

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2. Why was the Swatch so successful?

Marketing Mix: Place (Retail)

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2. Why was the Swatch so successful?

Marketing Mix: Promotion

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3. How has Swatch impacted the watch

industry?

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Why was the Swatch so successful?

Key Implications & Learnings

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