Fossil’s Marketing Plan
Team C
MKT/421
November 14, 2013
Don Braunstein

Fossil Group
Fossil Group has been in business since1984 serving consumers globally with a total of 4,400 locations worldwide (Fossil Inc., 2013). The organization has a strong retail presence because it caters to a variety of consumers, strategically developing and acquiring new lines of products to meet consumer demand. The products range from bags, belts, eye wear, leather goods, and watches. Their largest line and focal product are watches. Each brand is made to appeal to both men and women. Each line of watches focuses on a different type of consumer, the elegant and bold female consumer is the Michele design. For the casual every day wear male consumer, there is the Relic design which is made to stand up to everyday use. Fossil is an innovated company that focuses heavily on developing their brand through new product lines, as well as establishing new industrial footprints. Fossil’s brand establishes social responsibility by giving back to the community through fundraising and volunteerism through their Fossil Foundation
(Fossil Inc., 2013). The Fossil Brand is a reputable, successful organization because of its strategic marketing techniques.
Innovation of a Product
Fossil brand would like to expand an existing product line to appeal to the younger consumer. The organization’s plan is to innovate the existing Relic watch and tailor the physical appearance of the watch to fit kids of all ages. The watch will have different features depending on the age group. For an infant the watch will be flexible and thin, focused on comfort, the watch will be able to monitor the infants heart rate, temperature and movements.
The focal points for the infant product are safety and preventative health measures. In addition to safety and