In order to understand the attractiveness of the brands, we need to have a look at the points of differentiation as well as the points of parity. The brands are usually trying to be innovative when they enter a competitive market, however in some cases they are just trying to catch up with the leader...
Points of Differentiation
Swatch:
Swatch is
different from its competitors thanks to their innovation: With new collections
and design launched twice a year (like the Haute Couture is launching their
collections) they are able to create desirability, ad differentiate from the
competition.
Swiss made watches: When all its competitors have their
manufactures in Asia, Swatch creates its watches in Swiss. Synonym of quality
for the clients, this is still today a strong added value for the brand.
Another
important asset for Swatch is that they are world’s leader in the manufacturers
market. Whereas other brands use suppliers to create parts of their watches (or
even all the pieces of it), Swatch on the contrary is manufacturing every
single component of its watches for all the 18 brands of the group.
Ice Watch:
The Packaging: Where other brands are putting an emphasis
on the quality of the product, Ice Watch focus on the all package. "We sell
watches, but the difference from other brands is that we also sell a packaging,
an identity, an influence that owe much to design", explains Jean-Pierre Lutgen.
Communication and product
placement: Ice watch as an aggressive communication strategy. They
use many trendy and international celebrities (Jennifer Lopez, David Guetta,
Jason Derulo, DJ Tiesto, No Doubt…) to promote their products. It is not a
direct communication about the product as they include their watches (with more
or less subtlety!) into video clips, but it is incredibly powerful to reach
their target customers as it make their watches very desirable.
Points
of Parity
Affordable watches would be the man point of parity for
these competitors. Swatch was the first company to launch good quality watches
at an affordable price (Originally, it was for them to survive the Swiss
watches crisis, when the Japanese brands became strong on the market). Since
then many other brands including Ice watch, are offering affordable watches to
the public.
Fun watches is the second point of parity of the
competitors. Created to break the codes of the classical and luxurious brands. Those
watches are created for the people who wants to wear their watch like any other
fashion accessory. The products remains simple but customers can find products
that are adapted to any situation of the day.
FP.
Sources:
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