Marketing strategy for Swatch Original watches in Vietnam

merchandise scheme for S tick sea captain watches in VietnamStatement of purposeSwatch (Swiss + watch) is a illustrious sword of the Swatch separate. In Vietnam, one of the of import product lines of Swatch is the Original family which locates the infantile Vietnamese (aged, 18-25). In younkerful years, the mark faces not only fierce competition but besides new opportunities. Thus, this report aims to embark an approach for Swatch to increase the brand identity, sales volume and maintain customer loyalty in Vietnam mart.radiocarpal joint watches industry in VietnamBack groundDue to the limitation of available data, it is difficult to account the poetry of wrist watch brands in Vietnam grocery store. However, according to an informal source, it is believed that in that location ar ab extinct 400 brands deliver been recorded. They ar classified to eight levels (website)Mass marketMid-end marketUS$150 - tercet hundredPremium marketUS$1.000 10.000Low marketUS$10 50Upper mid-end marketUS$300 -500Super premium marketUS$10.000Lower mid-end marketUS$50-150High-end marketUS$ 500 1.000 way segment (US$50 -150)Currently, Swatch Original watches address in lower mid-end level, with the pricing vary from US$60 -80 (website)Players in lower mid-end market allow Casio, Endura, Guess, Ogival, Seiko, Swatch, Titan, Roamer, etc. However, Casio is the main competitor of Swatch because these unfalterings target the same segment, the young Vietnamese with extrovert lifestyle.Company and productsSwatchSwath is one of 19 brands which be broad to the Swatch Group. This brand is famous for watches that utilising plastic housing, strap, etc. with cherubic and cool designs.Mission statementThough Swatch hasnt announced its mission statement, it is believed that the brand implicit mission is to chap low cost, high quality and accurate watch with synthetic material (website)ProductsSwatch has 5 product lines named Skin, Irony, Original, Beat, Bijoux, in which the Original family is intentional as younkerful, witty and colourful.DistributionSwatch watches atomic tot up 18 distributed in Vietnam nearly through handicraft Development Company Limited (TDC Ltd.), the authorised electrical distributor of Swatch. Following that, TDC Ltd. utilises 6 sell outlets (shop-in-shops, institutionalizement firms) and its website to deliver watches to customers (website).However, the website of the principal is execrable developed. The website provides poor contents in meager format. thither argon little details of Swatch watches specifications and the prices of most of the products atomic number 18 unavailable to check.CasioCasio Company Co. Ltd. is a famous company in consumer electronics field. Casio watches are designed as both digital and analogue watches.Mission statementCasio Watches believe the beauty of time lies in preciseness with no compromise, no shades of grey and no half measures. Its all about accuracy and check out (http// www.thewatchhut.co.uk/casio-watches.htm).ProductsCasio has 13 different brands that target different segment. Among these, Casio Standard is competitor of Swatch Original.Casio Standard This is the basic range of Casio watches. The c oncepts pot Standard are digital watches that are durable, long lifetime electric battery and affordable price. Casio standard target low to lower mid-end market with the pricing vary from US$35 -80 (website)In overall, regarding added functions, durability and battery lifetime, Casio watches are more(prenominal) than competitive against Swatch (figure).Situation compendInternal environment analysisTangible resourcesThe Swatch Group is the world tumidst watchmaker corporation. Belonging to the Group, there are 156 production centers which are in charge of producing watches and watch components (website). Furthermore, there are 6 electric components and clays companies(website) which take response for manufacturing automotive, industrial electronic s. Together, these firms form a system of interrelated set chains, so distributively parts of Swatch watches are produced with high compatibility and high quality.On the separate hand, the Swatch Group has 6 general corporate companies (website) which surplusise in RD, designing, etc. Thus, Swatch watches are likely to be updated with the current technologies and designs.Intangible resourcesConsidering branding, it is one of the most valuable assets of the Swatch Group. runnerly, the Swatch brand is well known in many places worldwide. Secondly, there is a solid record for the brand as Swiss made watches and cool design watches. unequaled change propositionOverall the corporations intangible and tangible assets contribute to deuce-ace exclusive pointsThe brand reputation for quality and creative designs powerfulness to produce a vast array of different watch collectionsAbility to develop and implement new technologies and new materials in watchesExternal environment analysi sPoliticalVietnam is a awkward which follows one-party political system, with the central role of the Communist Party. This entity is believed to put an end to a long time of internal conflicts and generally conductive to political stability. However, regarding wrist watch businesses, there is little software documentation from the government, the tariff on imported watches is comparatively high (20% imported tax) compares to anformer(a)(prenominal) nations (5% imported tax in Philippine) (website).EconomicOver the last decade, Vietnam is one of the best performing economies in the world. Real gross domestic product has openhanded on average by 7.3 percent per year during 1995-2005, advanceed 90.64 billions US$ in 2008. In 2010, GDP of the beginning(a) nine months is predicted to increase by 6.52% as compared to the same period last year (Vietnam pick out country index WB).Considering the GNI per capita, it rose double from US$ 390 in 2000 to US$ 910 in 2008 (Worldbank). As the economy continues to grow, Vietnam has travel from poorest country list to lower-middle income convocation in 2010, with average income per capita reached an estimated US$ 1.200. (Ministry of planning and industry)Consumer Confident Index of Vietnam body in the top score groups (14th out of 50) in the first half 2009 (figure). Likewise, Vietnamese customers showed a peachy optimistic about future prospect, with the rationalise went upward from 85 points in the first half 2009 to 109 points in the second half of the same year (figure). Thus, it is confident to say that Vietnamese will spend more in the next year.Overall, it is believed that Vietnam economic is still growing briskly in 2011 and customers are more uncoerced to purchase luxuriousness products as they are becoming wealthier. Thus, there are relatively high potence for wrist watch demand in the next year.SocialPopulationVietnam is one of the largest population countries in the world (ranks 13), with the composi tion of population reached 87,279,754 in 2009 (Worldbank). Among that, 20% of the total population is at age 15-24 in which there are approximately 1.45 million males in Ha Noi city and Ho Chi Minh (Nielsen). The progeny of young females is roughly equal to young males.LifestyleVietnamese youngsters (aged, 15-24) are identified in 3 categories Regular (48%), In-betweens (27%) and Uber modern (23%) (Nielsen). Regular group is limited in hearty activity and traditional take accounts whereas the Uber modern is more individual and has high demand for social and consumer activity. On the other hand, the in-betweens embody a combination of the Regulars daily routine and Uber moderns mind set.Thus, there is a large gap between how the three youngster groups prefer products features.Regular they are conservative buyers who look for established brand watch. They prefer durability, products functions and encourage over cost.In betweens they are trendy and fun loving who look for similar values as the Uber modern, however, their consumer activity is comparatively lower.Uber modern they are extrovert, enthusiastic who look for cool watches which fuel reflect their style. They are as well impulse buyers.Approaches to the young Vietnamese (see more detail in appendix B)The main points that Swatch should roll areHigh quality productsCreative designs watchesInnovative marketing campaignsTechnologyCurrently, the most remarkable engineering trend in Vietnam is communication technology. It is estimated that by the end of September 2010, there was 142.1 million of cellular call subscribers. On the other hand, in 2010, the add ups of net users was 26.6 million (Ministry of planning).Among the composition of internet users, a large part is young Vietnamese. It is reported that 88% of aged 15-24 Vietnamese (in HN and HCM) uses internet more than once a day. Moreover, Vietnamese youth show great fascinated to cyber activities, with 49% of those surveyed by TNS Vietnam had responded that they engaged in social networking (TNS).On the other hand, a chaw of Vietnamese youngsters are also TV user, as the research of TNS pointed out that one of teens main activities is watching TV and movie (TNS).In conclusion, TV and internet are very potential communication channels to approach Vietnamese young generation. However, telephones pose a deliberate threat to wrist watches as they are designed with clock capabilities as well.SWOT analysisStrengthsSwatch watches value perceived is very high among young customersFor a long time, Swiss watchmakers claim built for their watches a solid reputation of quality and reliability which have been experienced by numerous Vietnamese. by means of broadly word of mouth, young Vietnamese have been profoundly influenced by this perception.The creative and tasteful appearancesThe Swatch watches of the Original family have long been favored for its design. Bering simply characterized by plastic housing and trap, those pro ducts tidy sum come up in vast array of different styles from the fresh and wittiness of Gent to the dandy and femininity of Lady.Weaknesseselectronic commercial website is poorly developedIt is believe that the distributors website with regards to a bridge connects customers and the firm is not well designed. The website provides poor contents in meager format. There are little details of Swatch watches specifications and the prices of most of the products are unavailable.By contract, the results for keywords such as Swatch Vietnam, dai ly Swatch give 242.000 addresses however, the authorised leads website is not among the top results. Thus, this is very inconvenience for customers to find the website. a couple of(prenominal) added valuesA part from branding and designing, there is few added values from Swatch watches as compare to competitors products. In terms of additional functions, durability and battery lifetime, Casio watches are move competitive over Swatch.ThreatsThreats from competitors (High)A major(ip) threat which Swatch has to confront is the fierce competition of rivalry brands such as Casio G-shock, Casio Standard, Tommy Hilfiger and so on. Especially Casio Vietnam, this firm has built a wide and large distribution network, with roughly 36 stores in HCM and about 6 stores in HN.Threats from replica watches (Low)On the other hand, counterfeits of branded watches also pose an implicit risk. Firstly, they are cheap. pass about US$25 US$75, people potentiometer have a replica of luxury watch which is difficult to be detected just by judging its appearance. Secondly, replica watches are selling in many places and in the internet without being banned by the government.Threats from substitute (Medium)The large number of mobile phones used in Vietnam is another threat to Swatch. However, mobile phones are vulnerable to water and their batteries are not last for long and must be charged daily.Threats from governments form _or_ system of governme nt (Medium)Finally, the high imported tax on watches of Vietnam government increases the costs of the Swatch distributor and adds higher VAT to the end customers. Consequently, the profit margin for the dealer goes down while the retail prices rise up.OpportunitiesThe increasing Vietnamese home plate incomeThere is a noctilucent prospect for Swatch watches as Vietnam economic is growing relatively fast. There is an estimated 77% in HN households and 67.5% in HCM achieved middle income rank and above (Nielsen). Hence, increasing income burn boost up the demand for quality wrist watches.The increasing of young populationSecondly, there is a population of 3 million of urban Vietnamese who are at age 18-24 (Statistical yearbook). They are currently demographic targets of Swatch Vietnam and a vast major of them have not been converted to customers. Furthermore, it is estimated that in the next 1-3 years, there will be roughly 1.5 million young Vietnamese enter the target market (Stati stical Yearbook).Marketing strategy for Swatch in Vietnam marketPoster generic wine strategies, the Differentiation strategy will be implemented for Swatch in Vietnam. This strategy will be designed to differentiate Swatch and the competitors, then conductive to the raising of the brand awareness. Furthermore, the strategy is also judge to boost up sales volume in the targeted markets.Overall, the marketing strategy will aim to emphasize strong points of Swatch watches that are the Swiss made reputation and cool designs.Segmentation and targetingSegmentationVariableTypical breakdownsGeographic matrimony VietnamHa NoiMiddle VietnamDa NangSouth VietnamHo Chi Minh, Can ThoDemographic sexualityMaleFemaleAge0-1010-1414-1718-2526-3536-4950-6465+PsychologyLife styleRegularIn-betweensUber ModernTargetingRegarding geographic variable, there are five key cities in Vietnam (Nielsen). However, only HN and HCM can be targeted markets. First of all, there are considerable high expenses to open a Swiss wrist watch store due to high stocking costs, renting and interest rate. On the other hand, Swatch should invest more in HN and HCM market in order to achieve sustainability and profitability.Males and females at age 15-25 will be the target group of the firm. Because the designs of the Swatch Original are shaped as youthful, witty and colourful, which are symbol of youth. Following that, the choice market is narrowed down to 50% of the young Vietnamese who are fashion seekers (In-betweens and Uber modern group).PositioningIn order to incorporate with the differentiation strategy, Swatch Original watches will be positioned base on its two main advantages Swiss made quality and youthful design.On the other hand, the Original watches have higher value as compare to Casio Standard in overall (figure). Hence, the products should be positioned as more value more price.ObjectivesMarketing objectivesIncrease brand awareness in HN and HCM market by 20% by the end of 2011Financial objectivesIncrease sales volume by 15% by the end of 2011Marketing programmesMarketing change integrityProduct policyThe product choice is the Original family which embody for youthful, artistic and outlandish. sensitive designs should be developed regularly and new collections must be released each year because the young Vietnamese are well updated to the new trends of global youngstersRegarding quality, it is vital that Swatch watches must see the customers expectation of the products. Basically, the watches have to be water-resistant (up to 100 feet) and durable enough to take certain levels of impact without being scratched or broken. Additionally, packaging should also be designed artistically in order to contribute to the brand image and satisfy customers expectation.Place policyPush strategyIn short-term, Swatch watches are distributed mainly through the authorised dealers retail outlets and its website.In long-term, as the Vietnam market grows mature, Swatch manufacture r should consider open Swatch stores which are decorated in artistic style and sell only Swatch watches. These selling entities will polish the brand image and become a channel to communicate the firms campaigns to customers.Furthermore, new Swatch stores should be opened in other cities which have high household income such as Hai Phong, Can Tho and Da Nang, etc.. However, these stores are required to locate in beneficial location and well decorated.Pull strategyTo adapt with customers expectation and to harbor their loyalty, a pull strategy must be implemented in which customers can order their favourite watches through the authorised distributor, who in turn asks the Swatch manufacturer for those products.Regarding an important source of Swatch watches information, the website of TDC Ltd. should be improved. Actions that the firm should take are re-designing and working with a SEO (Search Engine Optimization) agency. These steps aim at raising the websites seductiveness and im proving its accessibility. By contract, information about pricing, watches specification and new collections must also be updated regularly.Pricing policyPricing from the Swatch manufacturer to the distributorA cost-based value approach should be employed by Swatch manufacturer. The pricing to the wholesaler is set by taking total production costs plus desired margin. Thus, a fair price can be nominateed to the distributor. Furthermore, as businessmen are very price conscious, the firm should also leverage them by price progress.Pricing from the distributor to customersValue-based pricing policy should be employed for Swatch watches. As Swatch watches quality and designs are highly evaluated. Hence, the price should not be low otherwise, it may confuse customers about the watches value. On the other hand, the pricing also reflect the value of Swatch watches against Casio Standard.So the products price should ranged from US$60- US$80On the other hand, a pricing relation policy shou ld also be implemented. For customers who have purchased more than three watches, they will receive a loyalty card which offer 15% discount for next purchases. This policy is not only aim to incentive customers but also build a firm primer for Swatch community in Vietnam in future.Promotion policyA promotional material policy is built to retain customer loyalty and leverage them to re-purchase Swatchs watches. Two types of sales promotion that will be applied are loyalty card and bounteous gift giving on special occasions.Marketing communication mixIn order to achieve to the firms objectives in 2011, it is vital that Swatch must employ different media channels to reach its targeted customers. Three approaches that will be applied are advertising, public relations and sales promotion. These media channels are not only being utilised to convey the brand message and image but also to introduce a fashion trend to young Vietnamese. Finally, product features such as quality and designs must be emphasised in the media message.Advertising (see detail in appendix C)Advertising on magazines and intelligence servicepapers for youthAdvertising in social media such as Facebook, Twitter, etc.Advertising in internet mediaAdvertising in TVsPublic relations (see detail in appendix C)Holding flash mob eventsSales promotionWhere as advertising and public relations are implemented to increase Swatch watches awareness and sales volume. The promotion approach is used to retain customer. Two types of sale promotion are loyalty program and free gift offering.With loyalty card promotion, customers will be given a special ticket for each time they purchase a Swatch watch. Following that, they will get a discount card for 3 tickets that they collected. On the other hand, on special events like Vietnamese New Year Event or Christ Mast, a free gift will be giving to customers associating with the watch they buy.ConclusionBecause of Vietnamese average income is rising, it is believed t hat the demand for wrist watch will grow higher in next years. Hence, Swatch should invest more in RD, distribution and communication channels to not only increasing revenues but also to capture more market share.AppendixAppendix A envisions visualize 1 Vietnam quarterly GDP growthSource Taking stock 2010 An update on recent Vietnam economic developmentFigure 2.1 1H Nielsen Consumer Confident Index(Source Nielsen ball-shaped Online Survey Consumer Confidence, March 2009)Figure 2.2 _ 2006-2009 Consumer Confidence Index VietnamSource Nielsen 2H 2009 Global Omnibus Study, September 2009Reasons for favourite brand of Vietnamese youth59%Top quality39%Innovative, ground breaking38%Well designed, easy to use34%Affordable, good value of coin27%Great marketing and advertisingFigure 3 Reasons for favourite brand of Vietnamese youthSource TNS Vietnams shifting consumer landscapeSwatch OriginalProduct attributesCasio Standard3Materials33sprightliness battery45Cool design33Durable (wat er-proof, shock-proof, scratch-proof)45Reputable brand44Precision43Additional functions4 really lowLowNormalHighVery high12345Figure 4 Value assessing between Swatch Original and Casio StandardThis figure is designed based on my estimation from available data in http//store.swatch.com/ and http//www.casio-intl.com/wat/g_shock/standard.htmlVietnamese youth top sources to get intelligence operation and informationTelevision84%Internet58%Magazines and newspapers24%Word of mouth13%Figure 5 Young Vietnamese sources of informationSource TNS Vietnams shifting consumer landscapeFigure 6 Vietnamese youths digital lifeSource TNS Vietnams shifting consumer landscapeFigure 7 Vietnamese youths attitude toward brand interaction on-lineSource TNS Vietnams shifting consumer landscapeAppendix BApproaches to Vietnamese youthThe FCB ground substance was invented by Foot, Cone Belding Advertising. The matrix is applied to explain customer buying behaviour and present approaches for media str ategy. There are two directions in the FCB Grid product involvement (high low) and product sense (thinking feeling).Thinking sentimentHigh involvementSwatch Original watchesExpensive products but decision making is driven by emotionLow involvementIt is believed that a majority part of young Vietnamese who aged 15-25 spending a lot of their time for study and having little time for working. As a result, their financial availability is mostly depended on their parents. Which this in mind, wrist watches which cost them US$ 60- 80 will be considered as valuable products. Thus, Swatch watches are classified as high involvement products.On the other hand, Swatch watches are fashion accessories which youngsters can use them to express their style, make them feel cool and fresh. Thus, Swatch watches involve high emotional responses.Regarding reasons for favourite brand (figure 3), it is clear that products quality, designs have significant impacts on Vietnamese youth by 59%, 39% respond ents respectively. In contract, these elements engage high emotional responses as they are mostly based on customers perceived value. Hence, quality, designs should be focus points in Swatch media campaigns.In conclusion, FCB Grid suggests that Swatch advertising campaigns should be creative and inspire customers by mental benefits.Appendix CCommunication mix choiceAdvertisingAdvertising on magazines and newspapers for youthNewspapers and magazines is the number three source of information and news to young Vietnamese (figure 5). They use this channel to pull out information of various aspects which they concern include entertainment, fashion trends, news and so on. Thus, it is confident to say that printed media can deliver the brand image and message to a majority of Vietnamese youth.Advertising in social mediaThis approach is absolute must in order to reach the targeted groups. Social networking is a new trend in Vietnam, with half of the online youngster engages in (figure 6). The advantage of this media channel is that information can be fiesta and shared quickly and widely as internet users are keen in communicating with others.On the other hand, young Vietnamese also pose a positive attitude toward brand interaction on-line. They accept to interact with the brands in many activities from e-mail to news and social (figure 7). Thus, a Swatch community can be built to provide not only information about the products but also to offer promotions and provide a fan space. Furthermore, through social networking, global contests of Swatch (CreArt, etc..) can be introduced to Vietnamese.Famous cyber communities include Facebook, Twitter and Youtube.Advertising in internet mediaInternet magazines or information portals for youth are executable mediums for Swatch. They are Vietnamese youngster favourite sources of information in which they rank number two among the others (figure 5). The advantage of this media include low costs, wide market coverage.Popular web sites include www.hihihehe.com, www.kenh14.vn, www.hoahoctro.vn, www.zing.vnAdvertising in TVsTV media should be considered as a channel to reach customer. It is reported that television is the youngsters number one source of news and information. Its advantages are wide reach (% of targeted customers who watch the advertisement) and high frequency (number if time each customer watches the advertisement). Hence, TV advertising can highly increase the brand awareness among young customers. However, there are relatively high costs (costs to produce television commercials and costs for booking TV channels) in utilising this medium.However, it is notable that the advertisements should be creative in order to impress the young audiences. Furthermore, advertisement must be launched at an impressive frequency to maximise the effect while spending reasonable budgets.Public relationsHolding special events is an indirect way to advertise for the products to the targeted customers. Alternativ ely, TDC limited can also give aid to events that are attractive to young customers. It is noticed that special events must be creative and bring joyful to audiences. Consequently, the products image is expected to be benefited from word of mouth and news on magazines.Holding flash mob eventsRecently, there is a new trend of the youngsters, flash mob event. It is recorded that three big events (with over 1200 participants) and a lot of small ones has taken place in HN and HCM in 2010. Thus, TDC limited can contact with key members of flash mob groups to offer them sponsorship. In return, these members will indirectly promote for Swatch watches and influence the preference of the other event participants.