Chopard SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 3648
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SWOT Analysis of Chopard with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chopard

Parent Company

Chopard

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

The passion for excellence

USP

Exquisite handmade timepieces

STP

Segment

Luxury watches segment

Target Group

High Income group men and women

Positioning

Elegant watches that are artistically adorned with precious stones

SWOT Analysis

Strengths

1. Chopards latest ‘Time check’ campaign subtly integrates the brand values and ensures good product placement

2. The brand is fully manufactured in house which ensures highest standards of quality

3. Furthering its glamorous and exquisite image the brand is the Official partner of the Cannes film festival festival
4. High quality product and good brand presence

Weaknesses

1. Watch makers that are also jewellery brands do not give a strong positioning of being watch making experts. This works negatively for the brand

2. Due to their segmentation, they have a limited audience

Opportunities

1. The brand is yet to fully explore its potential in developing economies

2. The brand can extend its glamorous image in marketing campaigns to film awards and festivals across the world to gain higher visibility

Threats

1. Its competitors having more brand recall can pose a threat in terms of brand switching

2. More and more people are choosing their cellphones as a substitute to watches

3. Fake makes carrying the same brand name selling in Black Markets

Competition

Competitors

1. Cartier

2. Rolex

3. Tag Heuer



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