MARKETING

STRATEGY ANALYSIS
FOSSIL WATCHES

Apoorva Rastogi B19127

D Harish B19132
Nikita Gambhir B19150
Raj Gopal Tripathi B19155
Shourya Sardana B19168
Sourav Raha B19173
 Micro-environment Factor Analysis
Gen 5 Smartwatch : Speaker for calls
“Be a Fan” Snapdragon Wear 3100 processor
“Watches that make you tick”

40% product:
Manufactured in
China, Hongkong

Flipkart, Amazon
Campaigns with Self Owned Stores
Varun Dhawan, Lifestyle, Shopper
Faitma Sana Shaikh Stop

2
 Porter’s Five Forces

Threat of New Entry: Buyer Power:

• Size of Production • Quality is the most
important
• High R&D Costs
Threat of New • Number of options
• Brand Value
Buyer Power less
Entry
• Low • Consumers prefer
certain brands
• Low
Competitive
Supplier Power: Rivalry
Threat of Substitution:
• Products supplied • Smartphones have
by suppliers not replaced the utility
differentiated of time-keeping
Threat of
Supplier Power
• Number of • Very few Substitution • Smartwatches
suppliers much companies replacing analog
higher than watches.
number of buyers • But
competition • High
• Low between them
is very high.
 Brand Positioning Map: Watch Industry
Market
Challenger

Market
Leader

New Entrant

4
Brand Positioning: Fossil Watches

5
 Problems with Marketing Strategy

Confusing Brand identity

• Vintage vs. Sporty Look
• Youth vs. Middle Aged
Corporates and businessmen Target
The conflicting ad campaigns are
creating confusion about the Apple Smartwatch is
brand image of Fossil. aggressively targeting the
high-income group and thus
Campaign cannibalizing Fossil’s market
Lack of engaging
campaign in the
Indian context.

6
 Solutions

01 04
Create a different Brand for Fossil needs to create new products
Smartwatches to compete with Apple Watch

02 05
Separate the two brand names in Run more engaging campaigns on
terms of how they position them. Social Media.

03 06
Clearly define the target segments Create campaigns weaved around
for each brand. a story that would be engaging for
the youth.