Comparison between 2 main competitors of Swatch and Ice Watch.

Casio and Louis Pion compete with Swatch and Ice Watch on the low-cost segment market. It is interesting to notice that even if they compete on the same market, Casio and Louis Pion don't target exactly the same type of customers as Swatch and Ice Watch. Each brand tries to propose its story and its own positionning.


CASIO - JAPANESE BRAND
LOUIS PION - FRENCH BRAND

World famous brand – 2,7% of the global market shares of watches.

Smaller brand, famous in France mainly.

Known for the electronic watches but nowadays produces also classical watches.

The ambition of the brand is to become “The Sephora of the horology”.

Consumer profiles: teenagers, young adults or sportsmen (especially with the collection G-shock)

Consumer Profiles: mainly 30 -60 years old, people who likes traditions, classicism, and a certain spirit of French culture
Casio was a terrible competitor for Swatch in the years 1980. Nowadays, Casio is still an important brand but contrary to Swatch, it is a diverse brand portfolio, which makes also business tablets, calculators.

Louis Pion is a brand, which sells also others brands of watches in its stores.



A world famous model of Casio.

                                           















A model which shows the will of the brand to diversify its range.

130 euros - a cheap price for a classic model Louis Pion.





Tradition and Modernity.




















































JVS.


References

http://www.tictactime.com/montre-casio-A168WG-9BWEF_82231.html
http://www.tictactime.com/montre-casio-A168WG-9BWEF_82231.html
http://www.lesarmoiries.com/store-locator/louis-pion
http://www.famous.fr/portfolio-print