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TABLE OF CONTENTS

Table of Contents………………………………………………………………… 1
1.0 Situation Analysis / Current Marketing Mix………………………………...... 2 1.1 Current Product…………………………………………………………… 2 1.2 Current Price………………………………………………………………. 3 1.3 Current Distribution……………………………………………………….. 4 1.4 Current Promotion………………………………………………………… 5
2.0 Brand Positioning ‘theory………………………………………………………. 6 2.1 Definition of Brand Positioning…………………………………………. 6 2.2 Explaing Brand Positioning……………………………………………… 6
3.0 Target Market Indication……………………………………………………….. 7 3.1 Geographic Segmentation……………………………………………… 7 3.2 Demographic Segmentation……………………………………………. 7 3.3 Psychographic Segmentation…………………………………………… 8 3.4 Behavioral Segmentation……………………………………………….. 8
4.0 Reference List…………………………………………………………………… 9

1.0 Situation Analysis/Current Marketing Mix 2.1 Current Product
Piaget Altiplano is a hand watch with white-gold case and black belt made of leather. Piaget Altiplano encourages the consumer buying by identifying specific product preferred, also can display confidence because the user is wearing a quality product (Elliott, Rundle-Thiele, and Waller 2012, 232).
Piaget Also provided total services of watch maintenance, repair and guarantee. Piaget provides many types and models, Piaget needs to satisfy the consumers with different alternative to keep the consumer will not purchase another brand. Piaget Altiplano is mostly used by the people who succeed in career and who are willing to pay a huge amount of payment by knowing a prestige pricing given by Piaget. The consumers will take a long time to find Piaget Altiplano, which is because Piaget Altiplano is a specialty product. There are two types of consumer purchasing characteristics, they are brand loyalty purchasing, these consumers willing to spend a long time to look for Piaget Altiplano, they will not

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