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Company : Swatch India 
Thursday, September 14, 2000 4:03PM IST (10:33AM GMT)
 
Swatch embarks upon an aggressive marketing plan for India
Unveils Fall /Winter 2000 and Special edition Sydney 2000 Olympic Watch Collection
 
New Delhi, Delhi, India

Swatch, the flagship brand of the 3.6 billion Swiss francs Swatch Group has embarked upon an aggressive marketing plan for the Indian market. The core of the Swatch India strategy lies in building and highlighting ‘differentiators' at all points of contact, while targeting a wide cross-section of trend conscious Indian consumers. By adopting this route, Swatch aims to build a credible and ‘aspirational' brand image and hopes to provide the Indian consumers a truly international brand experience which it believes is very critical for success in the Indian market. This was reiterated by Mr. Ravi Thakran, Regional General Manager, South East Asia, Swatch Group, today, whilst launching the Fall / Winter 2000 and a special limited edition Olympic Watch Collection at 1900s, The Taj Mahal Hotel, Mumbai.

Swatch is the Official Timekeeper to the Sydney Olympic Games which start from 15th September, 2000. Mr. Thakran was confident that after the positive kick-start in the last six months, the next two years should see the brand gallop in terms of distribution, volume as well as market share in India.

Distribution
Swatch, entered the Indian market earlier this year with a carefully crafted game plan and a strong focus on building top line distribution, first in the top metropolitan cities and then gradually extending the reach to the state capitals.

Today, within six months of its launch, Swatch has a well oiled distribution set up with 3 distributors in place – M/s PVR (owners of Priya cinema and several other entertainment multiplexes) in Delhi to cover North & East India, Watches of Switzerland to cover Mumbai city and Beautiful Jewellers to cover South & West of India.

With its aggressive focus on distribution, Swatch has quickly build up an admirable presence in over 60 outlets in the top cities with two exclusive stores and kiosks, in Delhi and Mumbai. To get a dominant share of consumer attention, Swatch has entered into alliances with Shoppers stop and Planet M and has gained exclusive presence in stores like VAMA, Eternia, Benzer in Mumbai and Ebony in Delhi. Even the high profile traditional watch outlets have spotted the trend and have stocked Swatch.

New Swatch stores will soon be opened in Mumbai, Chandigarh and Hyderabad, while work is in progress on setting up stores in Calcutta, Chennai, Bangalore and Pune.

Quality Of Point Of Sales
Swatch has sought to place as much emphasis on the look of its Points of Sale as on its products. Through its interactive merchandising units called coastlines Swatch has changed the way watches were retailed in the country. At the Swatch Stores, the consumer gets a warm, inviting feeling with vibrant colors and eye catching displays while they browse through the "touch and feel it" Swatch collection. A visit to Swatch store located at Priya Cinema complex in Vasant Vihar- Delhi, Swatch store at Heera Panna in Mumbai or at the Swatch kiosk at Crossroads, Mumbai's mega-shopping mall will truly illustrate the experience.

Product
After starting with a India specific collection, Swatch has quickly integrated with the international launches. All the latest Swatch collections would now be available in India coinciding with their international launch. To begin with Swatch is today also introducing its Fall / Winter 2000 collection along with the special edition Sydney 2000 Watch collection. Preparations are already on to launch the Spring/ Summer collection in early 2001.

Fall Winter 2000 Collection
Everything and more is the predominant theme of the Swatch Fall / Winter 2000 collection. Provocative and cheeky messages are around every corner, while fashion meets function in a way that only Swatch can deliver. Why be happy telling time with a boring old timepiece? Instead, why not make a statement – in the very same breath – when you put on a Swatch Offering Something for everyone without compromise is difficult to achieve, yet this collection gives us just that. For men and women there are classics, fashion led, among the sportive and metals. For children there is a distinct and individual range. Defining them all are their truly inherent qualities. The respect of the Gent; the elegance of the lady; the functional elements of Scuba and the fun mentality of the POP products.

Special Edition Olympic Watch Collection
The Special Edition Olympic Watch Collection has been conceived with an effort to mark the glorious moments of life and sport that will remain etched in everyone's heart. The Swatch Olympic Collection simultaneously pays tribute to the Olympian athletes and their sporting achievements who will be competing at the Olympic Games with Swatch right beside them providing timing expertise of unrivalled precision and accuracy.

Communication
To promote the brand, Swatch will unleash an aggressive communication campaign in the forthcoming festival and wedding season that starts with Durga Puja in the East and Diwali across the country. A high frequency, high decibel multimedia campaign in Television and print would soon be visible. To multiply the impact of this campaign, Swatch will also initiate a host of innovative ground promotions. Swatch is one of the fifteen internationally renowned watch brands within the Swatch Group. Introduced in 1983,Swatch watches became an instant hit across the world because of their fine Swiss quality at affordable prices and state-of-the-art designs. By 1984, Swatch watches were no longer known by the models but each watch was given its own name. Since then, there has been no looking back.

Swatch is part of the 3.6 billion Swiss francs Swatch Group, along with other fifteen watch brands such as Breguet, Blancpain, Omega, Longines, Rado, Tissot and Calvin Klein. Each of these brands is clearly targeted to tap different segments of the watch market.

 
 
 
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