LOVE GIFTS

Mohammad Suyanto

Abstract

Swatch is a company that uses a strategy of using emotional appeal. Swatch change the clock industry-oriented classes for functional into a fashion-oriented upscale emotional. Of products that serve only hours to find the time to be fashion accessories. One of the important characteristics of fashion-oriented approach is always there variation design product lines that match the seasonal fashion. A clear product concept based on the four directions, namely the young and trendy, active and suitable for athletes, elegant style of cool and clean, and classic. The fourth line is available throughout the year. There are 12 models with a small dish and 12 models with a larger dish. Each picture disc sold only in a limited period of time, sometimes only 3 months and sometimes 12 months, depending on the design concept watch. Each line was given a theme that distinguishes the group, such as Cosmic said Western is a combination of Buck Rodgers and The Wild Wild West. There is a diamond studded version called Limelight and watch limited edition art. Swatch's success as a functional change strategy to become emotional.

The world's largest cement company, Cemex also use the strategy with emotional appeal. In Mexico, cement sold in retail bags to people who build houses have 85% market share. Nevertheless the market is not attractive, because a non-buying consumers more than consumers. In poor families who occupy a crowded house, cement sold by using functional appeal, which is relatively cheap price of cement. Only a few additional building space to house them and take average of 4 - 7 years to build only one additional bedroom. Most of the money better spent on the village festivals, to birthday parties to 15 for girls called Quincaneras, for marriage and contribute to important events. Subangan gives an opportunity to appear respectable in the community, while not contributing is a sign of arrogance. As a result most of the poor Mexicans who do not have savings remain and are not sufficient to purchase building materials, cement, although a house is one of the dream. Cemex Patrimonio launched Hay, who changed the orientation of cement from a functional product into a product of emotional, a dream gift. Cement is used as a wedding gift. Why a wedding present, because the purchase of cement to build a house or additional rooms menampaki actually love the rooms, where laughter and happiness together is difficult indescribable. CEMEX cement memromosikan that is a gift of love that turned into an emotional function. Finally, demand for cement skyrocketed, 20% of the families to build an addition, each month the market growth reached 15% and can sell more expensive cement prices. CEMEX cement consumption could double the 2300 pounds every four years to only 15 months.