Marketing Flik Flak Children's Watches Germany

Report

To: Stephen Storey, Module Assessor

From: Sina Rohloff

Subject: Marketing Report Flik Flak

Date: 10th January 2011

3294 words

Executive Summary

Flik Flak is a children’s watch brand that belongs to the basic segment of the Swatch Group. The brand works closely with pedagogues and psychologists to ensure the simplification of the time reading process for children. It uses two main characters to help children learn the time: Flik and his sister Flak, making the brand equally interesting for boys and girls.

The product lines are basically divided into three age groups: 3-5 years olds, 6-7 years old and 8- 9 years old. They are customised so that the needs of the target group are met.

Nowadays it is important to pay attention to trends in order to stay competitive, especially in the competitive market for children’s watches. Cheap products are popular, because of the still not recovered economy in Germany. Also, it is important to exploit all distribution channels.

Today, Flik Flak is the best-selling children’s watch in the world. The branding policy is strong: the Swatch Group stands for high quality with the predicate “Swiss made”. Flik Flak’s image is strong and it must stay strong in the future, because it brings about a competitive advantage over their rivals.

Relationship management is important, leading to popular designs through collaborations with brands like Hello Kitty or Spider-Man. Also, it leads to optimal sales and efficiency.

INDEX

Executive Summary ii

INDEX iii

List of Abbreviations v

Introduction 1

Findings 1

1 Analysis of current situation 1

1.1 Competetive Situation 2

1.2 SWOT Analysis 3

1.3 Value proposition, differential advantage and unique selling proposition 5

1.4 Segmentation, Targeting and Positioning 5

1.5 Marketing Mix 6

1.5.1 Branding and product policy 6

1.5.2 Pricing Policy 7...