Table of Contents
Executive summary 2
Introduction 2
PART 1: CURRENT SITUATION ANALYSIS 2
I. ASIAN WRISTWATCH MARKET 2
II. TISSOT INDUSTRY 3 1. History 3 2. Sales analysis 4 3. Marketing and sales 5
III. PROBLEM 6 1. Viet Nam Environment 6 2. Swot Analysis 7 3. Unique Selling Proposition (USP) 9
PART 2: RECOMMENDATION 9
I. Growth opportunities of Tissot 10
II. Market Segmentation - Positioning of New wristwatch. 11 1. Segment Targeting 11 2. Positioning 12
III. Selected Marketing Strategy 12
PART 3: CONCLUSION 13
Appendix: 13
REFERENCE 13
Executive summary
Asia is a potential market for Tissot as well as Viet Nam. Although Tissot launched into Viet Nam for many years, however, it is unknown with
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The successful decision of organization is providing right product at the right place and presented in the right way (HNC & HND Business 2004 [7]). Depend on market situation, the company use one or more elements to plan marketing strategy.
The marketing strategies of Tissot are built in promotion and advertising include: * High technology
Tissot has launched a 3-D feature on its Web site allows consumers to use their Web cams to "try on" watches from its "Touch Collection" before purchasing them.
The Swatch Group brand says it is the first time a Swiss watch brand has used 3-D augmented reality technology. It allows users to virtually "try on" watches and change models, colors and styles, using their computer screen as a virtual "mirror."
3-D technology will help customers feel more convenience when they buy Tissot product without being present at Tissot store. [8] * Public Relation (PR)
Public relation (PR) is the function of marketing communication that carries out a program to earn public understanding and acceptance (Svend Hollensen, 2003) [9].
Faiz Kermani describes PR is the planned and sustained program to establish and maintain goodwill and understanding between an organization and its publics.
Tissot has announced a new UK television campaign as part of a wider marketing push for the brand which will also include print advertising, in-store activity and PR. Additionally; there are plans for watch towers that use
Public relations is a management function, a PR professional uses public relations as a way to manage their relationship with different publics on behalf of an organization. For our team’s proposal on Chick-fil-A we are managing and focusing on improving Chick-fil-A’s relationship with vegans and vegetarians.
Our goal is to make 3D worlds more realistic and immersive with the 3D MA platform. The 3D MA platform is designed to be compatible with VR equipment, such as the CAVE™ or head-mounted displays (HMD), turning virtual worlds into powerful real-life experiences. Our applications and domains described will be based with the augmentation which can take on a number of different forms. In all our applications the augmented reality presented to the user will enhances that person's performance in and perception of the virtual world. Our ultimate goal is to create a system such that the user cannot tell the difference between the real world and the virtual augmentation of it.
Public relations, also referred to a PR, represent an essential component of business, in which the business interacts through various modes such as promotions, initiatives, and so forth with its customer base, as well as, the potential new customers. Subsequently, according to Davis (2009), this interaction permits the business, as well as, the public to intermingle in such a way to disseminate information to the public, which possesses a newsworthy nature via media sources such as a trade magazine or journal, the traditional radio or television networks, the newspaper, or the internet. Hence, an effectual public relations program has the potential to not only maximize, as well as increase sales, but also, enhance profitability by establishing a competitive advantage with relation to business contenders. Therefore, an effective PR campaign accomplishes this goal by creating greater visibility for the business, its products, and augmenting the credibility of the business, while, attempting to neutralize potential crises, as they arise. Thus, public relation programs represent an invaluable tool utilized by businesses such as the Olive Garden Restaurant.
This accessory adds a small detail to a finished look. Have several watch options to fit an occasion; watches have various styles bands from leather, nylon or plastic.
Public Relations in New Zealand is widely useful, practised and builds up an organisation’s relationships with its publics. PR in short, is essentially about communication and relationship building. PRINZ [Public Relations Institute of New Zealand] (2009) defines PR as “The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics.” This essay will deconstruct and critically examine this definition of public relations in relation to PR theories. These theories being Systems Theory, Relationship Management and Excellence Theory will be examined and applied to campaign examples. This will give a comprehensive understanding of the theory’s meanings as well as relationships with aspects of the PRINZ definition of PR. To understand PR theories however, the term publics must first be addressed.
Below in table 1 is a comparison of a number of wearable smart watches that are available from a number of manufactures and details of key features.
In the 2nd stage of the report the branding strategy of SWATCH & TISSOT watches on the basis of their Store Operations Management have discussed. The store design, display, assortment, ambience etc have discussed.
Product: Fossil makes watches for Michael Kors and of date the accessory line hasn’t been graced by any strong branded company yet Our accessory line will be designed by innovative creators who are destined to obtain brand recognition instead of unknown designers that lack forward sight. Our materials for our new lines will include tribal print and animal print, through extensive research we have conclude that this will be a wave of fashion that if handled correctly will have a staying power that is detrimental in the handbag business.
Public relations has changed drastically since the early 20th century. In its earliest forms it was more focussed on the idea of publicity and advertisement. However, more recently it has been seen as a way to engage and build relationships between an organization and it’s publics. Public relations deals with promotional activities that foster a positive public image of a company or organization.
The success of a company depends on relationships with the public such as consumers, suppliers, investors, employees, government and media. Since public relation practitioners are the once who do the actual communication between their organization and its public it is obvious that public relation is a management function.
team designed watches with focused distribution in specialty surf, skate, snow, and fashion stores. It
Casio and Seiko has also joined to Intel and began to produce wristwatches with built-in databases, dictionaries, blood pressure sensors, touch screens and even gesture control. These small gadgets were very expensive so not many people could afford them, on the other hand people the demand for these high-tech watches was not so big. That is why the market of quartz watches did not start to fall. Swiss watchmakers were reluctant to these changes but they recognized if they wanted to keep step with the world, they had to fulfill the needs of the consumers, and they wanted quartz watches, they created the Swatch brand. Now it belongs to the World’s most successful watch
The Swatch was well-known watch in the history of the watch industry. When it came out at first, it was quite sensational, resulting in more sales than it expected. Since the Swatch had grown strong in the watch industry, it could maintain its reputation and there were more opportunities to success in this industry.
Because they have a large degree of understanding of the public relations is an image of the establishment of business or put more persuasion efforts for business. The reporter general agree PR is in a public image, propaganda, persuasion activities, as well as marketing efforts, and promote the organization 's position. As the role of public relations become more diverse and important, public relations progress toward becoming the subject of strategy management, it is essential for public relations to the strategy. And to a wide range of business functions integration marketing communication (IMC) concept of the functions of public relations as a commitment to development a of an organization and its product, the image and the impact of the public or the consumer in the campaign of behavior(Ha, JH, & Ferguson, MA 2015).
As the name of the discipline implies, public relations is how an organization builds beneficial relationships with its key stakeholders. With effective communication as the practices’ primary tool, modern day organizations have taken advantage of proficient practitioners to boost exposure of their company and its message across to international audiences.