Watch Industry Mri

MRI

Seiko

Table of Contents

EXECUTIVE SUMMARY 2

HIGHEST SPREADS 3

SEGMENT INDICIES 4

PRODUCT USERS 5-7

COMPARISONS: AGE 8

COMPARISONS: HOME VALUE 9

COMPARISONS: HOUSEHOLD INCOME 10

COMPARISONS: EDUCATION 11

COMPARISON: CHILDREN 12

DEMOGRAPHIC MASS MARKETING 13-14

DEMOGRAPHC NICHE MARKETING 15-16

MEDIA VEHICLES MASS MARKETING 17-19

MEDIA VEHICLES NICHE MARKETING 20-22

SEIKO SPREADSHEET 23

FOSSIL SPREADSHEET 24

CASIO SPREADSHEET 25

ADDITIONAL APPENDIX

Executive summary

Seiko started its watch making experience in 1881 in Tokyo Japan by a man named Kintaro Hattori. It started as a company that focused on jewelry and watches, and also precision instruments and machinery. They made products such as printers, mechatronics devices, machine tools, optical glass materials, clock and watches. They now offer a variety of watches now, with everything form very fancy watches to casual watches, to active watches. . Seiko has come a long way since in started; it’s a company that will continue to grow and make money.

This report we analyzed people whom own watches. The watch brands that we looked at were Seiko, Fossil, and Casio. The brand we focused on was Seiko and we compared the other to brands to it. To understand all these products we did background research and collected data.

The purpose of this report is to determine which demographic segment and media vehicles we would recommend for mass marketing and which demographic segments and media vehicles we would recommend for niche marketing. The potential demographic segment and media vehicles will be thoroughly analyzed through indices and share of product users.

To determine which demographic segments and media vehicles we would recommend for mass and niche marketing we analyzed the highest indices and highest percent of product users in each of the watch...