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When Day US Wristwatch's Brand Localization Strategy

Published by David Watch | June 3rd 2009 | Views:

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The consumer is always accustomed to purchases some product in certain stores. Changes this custom to be quite difficult, but some companies actually must do this, because this is the only path which it survives. Once some Weapons procurement faced goes out of business, it the wristwatch which produces from the slum joint takes luckily, changes puts to the grocery store rack, only then causes the company to bring back to life.

This company named " Huate Boli wristwatch company ", is dense Boli located at Connecticut. It once produced the bomb detonator in 1942, combines to make or become the country US to produce a timing bomb blasting fuse biggest company.

That one year which ended at the war, Huate the Boli company also set the record of 70,000,000 US dollars turnovers. However, the majority of order forms actually terminated in 1945, when to 1948, its year turnover fell after rise to 30,000 US dollars. The company produces the new product urgently needed, president Jin •lei the storehouse decision production wristwatch, “, because this as if is the matter which can do only”.

Prewar, Huate Boli the company once produced " the British standard rope " the pocket watch, selling price 1 US dollar, receives the train heads of train crew's affection very much. Lei Ku is born in Norway, afterward entered Harvard University and the Massachusetts Institute of Technology goes study, and returned to Norway in 1930 to manage a wifeket, Lei Ku thought that the precision instrument technology which originally with the company the most actual decision was produced fixed time when detonator uses, the coordinate completely automatic production equipment, mass production low cost inexpensive wristwatch.

Huate the Boli company designs the new wristwatch use the metal bearing, is much simpler than the Swiss wristwatch, moreover firm durable.

Lei Kuyuan thought that the consumer deeply is certainly also recording the Huate Boli name, in fact, he recalled said: “when disappears spends the populace to see new going on the market when Huate Boli wristwatch, they remembered is only a 1 US dollar pocket watch, in postwar, 1 US dollar cannot buy the wristwatch. “Lei Ku therefore changes the corporate name " the American Time Company ", and sends out the salesman to take their product to sell to the jewelry company--At that time, the slum joint was wristwatch's retail sales foothold.

Lei Ku believed that when day US the wristwatch are simple, easy to operate, the price is also low, should be able to arouse the slum joint interest, but he, he has underestimated the slum joint mistakenly in the sales wristwatch aspect obtained profit. For many years, when jewelry business has sold 100 US dollars wristwatch, may obtain 50 US dollars profits, the profit rate 100%, if sells 600 US dollars wristwatch to be possible to make a profit of 400 US dollars, the profit reaches as high as 200%.

But sells time one 7 US dollar day US the wristwatch, can only gain 2.1 US dollars, the profit 30%, to the slum joint, is really a petty profit. The slum joint rejects when selling goods for the state day US the wristwatch, the cost no doubt is the most primary factor, the second big reason is in the thunder storehouse marketing plan has one item to the slum joint very disadvantageous place--When day US uses up then discards, does not need to repair, time the day US's salesmen said to slum joint boss, when day US the wristwatch have been too cheap, if crashes, must repair radically, simply trades only newly. This propaganda instead has the counter-effect to the slum joint, the slum joint always very much takes seriously to repair the wristwatch, because repairs the wristwatch, not only may let the slum joint again gain one, is the slum joint provides the service to the customer, wins over one of these usually very wealthy customer methods.

When day US the salesman also throws theirs wristwatch to the wall, by card tomorrow when US the wristwatch are truly firm durably, but this sales promotion method actually instead has scared slum joint boss, they do not dare to believe that the slum joint these upper circles of society's customer will be interested to this uncouthly procedure. Slum joint was the place which the high-level public figure came in and went out, in the shop is the velvet and the rug. Glittering, arranges splendid, the day US salesmen enter this kind of place, probably is the cow rushes in the china ware shop, certainly is not welcome.

Is caught up with after by the slum joint, the day beautiful salesman is trying to the gift shop and other each kind of retail outlet sales promotion, finally is willing to let when day US what a wristwatch exhibition skill is the corner grocery store and the pharmacy, in the day US wristwatch and the shop catches cold cold liquid medicines and the toothpaste puts on the same place, pours also appears fashionable attractive. Since the slum joint looks down upon time day US the wristwatch, thought that it is the mass production inexpensive product, the pharmacy and grocery store boss regarding can sell wristwatch this kind " the high-quality merchandise " to feel very excitedly. When day US the initial period sells in the wristwatch, 80% are sells in the pharmacy and the grocery store.

When day US this product with sells on commission net's coordination is very perfect. According to initial project objective, when day US the wristwatch were originally one kind practical, moderately-priced, exempted the maintenance the product, when day US sell vice-president Luo Bo• the mole to tell "Advertisement Time" the magazine said: “we day US when the wristwatch propagandize the daily thing which is must use every day, moreover does not need the user to worry, because its price was too really cheap

Receives the initial period sale good inspiration, the thunder storehouse then promotes a series of advertisement playbill, emphasizes when day US the wristwatch firm use the characteristic. In an advertisement playbill, golf great soldier Ban •zhen Gan time Ba one day US wristwatch set on golf club. When another playbill, boxer Zhu Ji• Munder wears day US the wristwatch and another boxer fights. These advertisement picture attempts to emphasize a point: When day US the wristwatch might along with the intense movement, be still accurate incomparably. However, some consumers still regarding this were sceptical, they thought that the picture possibly is the counterfeit, moreover the static picture does not compare the salesman to lose the wristwatch to the wall like that has shocks the strength. Must want to display when day US wristwatch's firm durable characteristic, the static advertisement playbill is not the ideal way.

To 1954 when day US displays by the dramatization way the same advertisement subject. When day US the company sells the place hold meeting in some, with mechanical arm one day US when the wristwatch throw in a water tank, then places the water tank on the anvil, takes up the iron hammer to stave again the water tank, by now the dealer took up that wristwatch, invites the scene the visitor glances, after determining this wristwatch very accurately were still taking a walk, the visitor is unable to restrain to day US when the wristwatch firm make the deep impression durably.

This kind knocks the promotion method which likely hits immerses, is certainly invalid in the slum joint, but carries on the grocery store and the pharmacy, but actually very can attract consumer's attention, but pharmacy and grocery store also in this time becomes when day US wristwatch Lai Yi maintains livelihood main sale point. Once after the low cost, exempts the maintenance the wristwatch obtain the consumer approval generally, when day US promotes the waterproof watch, by each only 12.95 US dollar price wholesale for pharmacy and grocery store, although some dealers do not approve to raise the selling price, but accepted finally. Soon, when this kind of day US the waterproof watch, starts to appear in the pharmacy, the stationery shop, on the fragrant tobacconist even five goldsmith shop shelf. When day US the company had when the enough income pats the television advertisement, has used that wrap falls the wristwatch to the wall propaganda technique, is used once again, started from 1956, NBC television network renowned master of ceremonies John • Shi Waji when his synthesis skill program to day US the wristwatch a series of launched famous " the destructive test ", he first one day US when the wristwatch effort lost to one mixes colors the plate, stock phrases message then ", no matter how to put in order it, when day US according to walked does not harm. “

The reason that these television advertisement attracts a large audience, is mainly because is the scene pats down, is impossible to play photographs the trick, the scene audience may also inspect the wristwatch to have personally is been injured by falling down. If really time one day US the wristwatch in this kind of national scene broadcast in the program made a mistake, Shitian when US must go bankrupt really. Therefore time day US's this procedure, was equal to that tells the consumer, when day US has highly the confidence to its product, because has the words which really accidentally the possibility is defeated, any manufacturer will take this kind of danger.

At the same day when US when provides likely the full Burhoe special program perhaps NBC " the white paper " this kind of program, the audience knew immediately has the good play to look, and hoped for earnestly to these special programs, they meet each other to inquire mutually: 'when day US what pattern did these lunatics this time want to play? “the audience will even provide own " the destruction method ", when day US each month average will receive several thousand this kind of suggestion. Even if sometimes live demonstration accident, time day US the wristwatch sell well in the same old way, when a scene advertisement, ties up when automobile ship propeller's one day US the wristwatch are flung tell very much unexpectedly see the trace, director Shi Waji honestly the scene audience " previews, a question also does not have ". The audience shows the disaffection greatly, but has not affected the day US's time sale.

When to 1960, time the day US's turnover amounts to 70,000,000 US dollars, average one year sells 7,000,000 wristwatch in the US--Approximately composes the entire American wristwatch sale total 1/3. Moreover, when day US the wristwatch also hold 1/3 market in Britain, and in the British Scotland, Germany and France all has the plant production wristwatch, France Bi Shankang wrist watch plant is apart from the wristwatch kingdom Switzerland boundary only then 278 miles, in 1962, when day US promotes 20 diamonds the wristwatch, selling price 21.95 US dollars, and the selling price and the cost price difference proportion enhancement is 44%, this only then causes the slum joint to agree finally finally joins when day US is hundreds of thousands of many retail outlet ranks.

The wristwatch industry colleague quite admires to the thunder storehouse's engineering technology.

He by now already changed name to the company as day US when the company, except produces the wristwatch, but also supplies the components for to pat the liter, but once let Lei Ku in the 40s sight period of time defense industry, also becomes time the day US's big customer in the 70s, because time day US the company has " the world cleanest room in New York state Wendu ", uses for to study and the production directional gyroscope and the timer specially, uses for the United States Navy and the air force.

After day US starts the production cost high wristwatch " destruction experiment " the activity stopped, and changes fantasized to sue the advertisement route, but, initially to day US time rigid testing's scene still deeply imprinted, in disappears spends in the populace mind, in 1986 American football super bowl big game period, when day US promotes spends 1,000,000 US dollars photographies an advertising reel, in the piece restores uses this kind of rigid testing the advertisement subject, in the piece, two divers had discovered buries deeply in the seabed buried treasure--In fact, is and gathers when day US which with the glass fiber the forming makes the Asian Liens 100 replica IWC watches giant models, have 60×20 the rice especially, weight -and-a-half tons. Certainly, this seabed buried treasure in tick-tock is also walking.

Asks for the thesis

1st, when day US how are the wristwatch establish own public image?

2nd, after establishing public image, when day US also how is to consolidate this image?

3rd, why the slum joint does reject when at first selling goods for the state day US? Afterward agreed to sell goods for the state?


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