Segmentation

Base Type

Segmentation Criteria

Explanation

Profile

Demographic

The product line of Swatch is produced for both men and women; between the age of 15-20 (Young), 20-35 (Young adults) and 35-50 (Middle aged); and income group varying from $10000 to $50000. The Swatch clients are mainly young at heart. In many folks a Swatch watch could be reflected as the first watch if a kid, when you are still learning how to read a timepiece. However, the product collection doesn't totally eliminate middle-aged or even older target groups.

Life stage

It could be students, professional, homemakers and set of Techie/collectors/stylish people who like a creative and innovative approach.

Geographic

Swatch is international brand and their merchandises are available globally.

Geo-demographic

Data from Kidd 2007 propose that the cluster from 24-35 have the highest spending power in the market. Ladies are increasingly ordering watches for themselves and for their companions.

Psychological

Psychographic

Psychographic segment may be the most puzzling, but without hesitation Swatch fits for consumers that value simplicity, practicality, quality and durability. Swatch certainly suits for folks who appreciate doing sports and escapades, because the timepieces can handle hits and splashes. Segmentation by personality, lifestyle or grouping customers based on their interests, actions and views.

Benefits

Swatch has a diverse product line; they accommodate to the markets of adventure sports, via their big sports line. In addition to their being the authorized Olympic timekeepers, they are also inclined towards funding of sports events in Europe and Scandinavian nations. They also have a very wide-ranging every day collection. It uses artiste from different nations to sketch the design of their watches to epitomize its fashion and philosophy.

Behavioral

Purchase/Transaction

Swatch watches are reasonably priced and offer noble value for money. The consumers appreciate the opportunity to purchase the favored watch in several shades matching with every getup.

Product Usage

Swatch product line is intended for people who wish to try something innovative and be able to familiarize their inventive design of wristwatches for daily use and it's a piece of collectable.

Media Usage

For younger customer, Swatch could be the only brand, but older customers may also appreciate other brands for different occasions. These variables replicate the behavior of the buyer towards a specific product which can be the purchase willingness, ability and familiarity, loyalty and spending habits. Swatch has to advertise and market its product in Media basis these behaviors.