September, 2010 archive

Sekonda Seksy a brand – how many watches to sell

Sekonda was founded in 1931, now is the time of the product (UK) part. It is still privately owned the same business, it began as, it has evolved to meet the 6.5% of the UK watch market (GfK data, 2006). With this said, it is not surprising, Sekonda is a British best-selling watch brand in the market share. Even more surprising is that it has been since 1988 the UK's favorite watch brand, in 2006, actually became the best-selling volume and value. Shows that it is firmly in the establishment of this industry leader. Many reasons for their success, perhaps best summed up their own slogan: "Beware of expensive imitations."
History
Sekonda used to import the Soviet Union in the Western markets to sell watches. They are related with these two figures and the original production of quartz watches. First of all, purchasing Russian mechanical watches, and then move to the production technology in a quartz watch mechanism to the high expectations. This is for the use of innovative boldness of vision, has been an important factor in its success. 80s in the 20th century fashion brands such as DKNY, Gucci and Guess the host began producing their own fashion watches. This marks a competitive watch industry in the new era and questions began to be made on how to combat the influx of new competitors, the main problem is not with the size of the market has been increasing at a rate that in the same market share.
Sekonda solution
Those who drive Sekonda the key to success is the value of price, quality and service. Suggested retail price is chosen to complete product development. This is the buyer's attention, to reduce material costs, rather than retailers at a higher price. Between the core retail line £ 20 £ 80, obviously more affordable than their counterparts fashion house. Strict quality control, is still firmly in place from the beginning. Each hand check to see that less than 1% any rate of return, leading to failure, even more than the annual 1.6 million watches sold. Admirable. In addition, both end customers and retailers, and sales continue to express satisfaction with the process and after-sales service.
Brand Revolution
Sekonda to the preservation, not only by providing high quality products and services, but evolving to meet their main target market of desire, 25-35-year-old market. In the past 20 years, which means that a strategic shift to determine the current fashion style to fast, one-off. The concept of impulse buying is not only a bonus for retailers, but the staple food. Sekonda decided to develop this market, the Fed in 2004 and 2005, respectively, Seksy, and a range of birth range.
These two identities now account for 20 Sekonda 20% of overall sales. Separate these two areas, including those named watches, the most famous Seksy Eclipse, the two named project high fashion modeling hobby, and significantly more likely to create a mark in more than one image to the product code or traditional consumer mind. Image conscious women and men rushed to provide a high-price high-street fashion style, from a reliable brand. This sales strategy has been most successful in recent years. In essence, they created the model is clearly effective with good quality and marketing behind the product has a good price. They tick all the boxes and the ever created a lot of work, but can always re-evaluation and innovation.
Practical Management
A basic element of the fashion brand, is a fast open around the product. The preparation of a new Sekonda watch for only 3 months, so their 'cool hunters can take advantage of a trend, in a relatively short period of time. They also have a product launch, every six months to facilitate this. This is a logistical nightmare. However, accurate stock, based on market research and advertising strategies Sekonda perception of the use of low wait a period of surveillance sector. This has to change in the market, an important basis for rapid fashion. At any time, they have about 100 million shares watches, but the goal is to sell the stock in the short term 600,000-700,000. In addition to this, they will label based in their system, not Sekonda individual retail products. This further makes a rapid transition to a store shelf.
Brand Management
The most obvious, and therefore its sales of the most important factor is the brand representative. In 2006, their marketing budgets 1.6 million pounds, which increased 1.9 million pounds, in 2007. A considerable amount of costs and achieved spectacular results. The budget is in the traditional magazine ads, including hot, line, function more closely, nuts, and spent part of the zoo. However, they have accepted the new advertising. Noted popular media celebrity culture, they also endorsed a number of high-profile celebrities own brands; recently read girl, take it and Jack Osborne. They also are expected, such as X-Factor in 2008 the high ratings of TV program sponsorship. The most noteworthy, taking the form is one of the advertising time, including your most recent Sekonda retailers place a unique number for the text indent. In the program "and to that they received 1,500, the highest-ever digital recording of this advertising audience. A moment of valuable brand exposure to advertising in addition to providing Sekonda into actual sales to television advertising. The Movement, the right has been issued through the distribution network. This is a small customer, for a specific watch, they encountered through the advertising of any requirements. retailer, my work has received an unprecedented number of about Seksy watches and single-query completely The role of TV-based campaign.
Future
Sekonda has entered the travel retail markets, as well as direct sales of the brand exposure of additional benefits. Customer has sufficient funds for travel time of flight captured the audience. They are likely to view flight magazine in the products, even if they do not buy any function. Other companies have been in active use Sekonda success. Virgin Atlantic flights Sekonda advertising on their summer run on the back cover of the magazine version. Sekonda number of airlines now selling watches, flagship stores in major airports and the number of completed transactions placed in the British pop shops and tourist destination in Dubai, Spain, Sharm el-Sheikh and South Africa in the top eight communities. UK consumers now account for about half of all Sekonda sales.