The Swatch Group
Posted: 9 Apr 2012
Date Written: February 10, 2012
In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential adjustments to Omega's product, pricing, distribution, and promotion strategies impact the sales of the Swatch Group's other 18 watch brands?
Learning Objective: To understand how to segment a market and position a brand vis-a-vis competitors in a multi-brand portfolio.
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