Summary of Recommendations
· Change the target audience without changing
the brand identity
· Define the old target audience and identify the problems
with currently targeting them
· Define the new target audience and identify the benefits
of targeting this new group
· Better define the brand identity for the consumer through
use of advertising
· Demonstrating the effectiveness of this new IMC campaign
by citing specific examples
· Using an entire 52 weeks allows the media plan to reach
its maximum potential in sustaining a desired TRP
level
· National market emphasis allows for maximum flexibility
in scheduling promotional campaign.
· Developing strong media strategies creates a higher awareness
within specified groups (i.e. extreme sports).
· Choosing National/Regional print advertisement allows for combination
of both print advertisement and Internet advertisement.
· Continuous coverage in all ten markets allows for optimal
viewing by specified consumer.
· Form a positive relationship between the consumer and Swatch
that is based on the idea that Swatch is a brand
that allows one to be an individual
· Create advertisements that draw the consumer and communicate
the idea of individuality
· Use stock photographs for each sport to create the feeling
on anonymity in the advertisement and the ability
for the consumer to place him or herself within that advertisement.
· Use the slogan "This is my time" is all of the advertisements
to allow the consumer to connect Swatch brand
with their own personal time.
· Use text within the advertisement to connect the consumer
to the sport and Swatch watches at the same time
· Spend $1,770,000 on print advertising, $1,125,000 for Internet
advertising, $750,000 for out-of home advertising,
$750,000 on the marketing plan, and $605,000 on the creative and promotional
plan.
