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dc.contributor.advisorHänni, Roland
dc.contributor.authorBachmann, Marcel
dc.contributor.otherFirma: Vereinigung Einkaufszentrum Markthof c/o Nubi Treuhand + Services| Kontakt: Walter P. Meier| PLZ/ Ort: 5415 Nussbaumen
dc.date.accessioned2015-09-02T07:31:40Z
dc.date.available2015-09-02T07:31:40Z
dc.date.issued2013
dc.identifier.urihttp://hdl.handle.net/11654/4645
dc.identifier.urihttp://dx.doi.org/10.26041/fhnw-2514
dc.description.abstractTitoni is a traditional Swiss watch company that is strongly positioned in China. It ranks seventh in terms of imported watches calculated after value and most of its revenue is generated over there. Chinese people own a Titoni watch, know the brand, or have at least already heard of it. (Beitrag ist nur für FHNW Mitarbeitende sichtbar)
dc.language.isode_CH
dc.accessRightsAnonymous
dc.subjectSwiss watch
dc.subjectwatch
dc.subjectbrand awareness
dc.subjectimage
dc.subjectChinese tourists
dc.subjectChina
dc.subjectTitoni
dc.subjectMarketing
dc.subjectCommunications
dc.subject.ddc330 - Wirtschaft
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleHow can Titoni strengthen its brand awareness and image in Switzerland towards Chinese tourists and industry opinion leaders in terms of communication and distribution measures?
dc.type11 - Studentische Arbeit
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.ConfidentLevelStaff
fhnw.leadTitoni is a traditional Swiss watch company that is strongly positioned in China. It ranks seventh in terms of imported watches calculated after value and most of its revenue is generated over there. Chinese people own a Titoni watch, know the brand, or have at least already heard of it.
fhnw.initialPositionThanks to its early entry into the Chinese market, Titoni is extremely well positioned and countrywide known. However, if Chinese people travel to Switzerland they are often a bit disappointed because Titoni is not as existent as in their home country. Additionally, many Swiss watch stores and the general public are unknown of the brand. These factors may lead to a decrease in image and brand popularity in the future. In order to keep up and further reinforce its positive image Titoni must strengthen the brand awareness and image towards Chinese tourists and industry opinion leaders.
fhnw.procedureThe relevant secondary data for this thesis was collected through online, library, and news research combined with valuable information received from Titoni itself. First hand data was gathered in the form of qualitative interviews carried out with Titoni retailers as well as with APG, the largest outdoor space provider of Switzerland. Additionally, observational research was done in China and in touristic regions of Switzerland with the objective of obtaining a first hand impression about the Chinese people and their behaviour.
fhnw.resultsWith the aim of strengthening the brand awareness and image, Titoni must be present at the very specific locations where Chinese tourists and industry opinion leaders will perceive it. Therefore, banner advertising in the mountain regions of Interlaken and Lucerne together with billboards nearby Titoni retailers in the cities of Berne, Lucerne, and Geneva are highly recommendable. Successful measures to particularly target industry opinion leaders are advertorials and advertisements in the Revue FH and MontresPassion, two well-known watch magazines. The same procedure also applies for the SWISS inflight magazine, which is distributed throughout various flights. Thanks to its constantly increasing number of Chinese travellers, Geneva Airport offers an excellent advertising platform to reach the target groups. A strategic presence at the BASELWORLD, the most important exhibition in the watch industry, on the top of the Titlis, and at the Zurich Bahnhofstrasse is a further recommendation.
fhnw.IsStudentsWorkYes


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