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ROLEX

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  • --Why a Rolex?

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  • --Brief History

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SITUATION ANALYSIS

  • SWOT Analysis
    • Internal Strengths/Weaknesses:
          • Brand image strongly established as a premium luxury brand
          • Excellent advertising and branding by associating itself with celebrity brand ambassadors
          • Counterfeit and fake imitations affect the brand image
          • Competition from several premium watches and maintain brand essence means lot of investments
    • External Opportunities/Threats:
          • Rolex could introduce separate product lines with different brand identities under the Rolex brand
          • Rolex’s limited dealership and long waiting periods can lead to consumers switching over to its competitor brands
          • Fake imitations can hurt the brand’s image

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SITUATION ANALYSIS CONT.…

  • Industry Analysis
        • Swiss Watch Industry
        • Country's most successful industries
  • Competitor Analysis
        • TagHeuer, Cartier, Chanel, Gucci, and Omega/ Knockoffs
  • Company Analysis
        • Leading name in luxury wristwatches
        • World's most famous athletes currently promote Rolex watches
        • First wristwatch automated to change day/date on the dial, show time zones, and be waterproof
  • Customer Analysis
        • Targets a customer that is high class no matter what their age is

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MARKETING OBJECTIVES

  • Deliver high end luxury watches to consumers
  • Incorporating innovative designs and up to date technology
  • Promote their brand as a one of a kind symbol of prestigious social status
  • Increase demand and profits

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TARGET MARKETS

  • Rolex is a luxury brand item that has a target market of mainly men ages 25 to 54 .
  • it is then narrowed down to those with
      • - High Income Households
      • - Great Spending Power
      • - Full-Time Employment
      • - Educated Consumers who care about appearance

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POINTS OF DIFFERENCE

  • Limited distribution
  • Handcrafted, classic, luxurious style
  • First to introduce waterproof
  • Reputation and brand image

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POSITIONING

  • Tribute to excellence
  • 108 years of experience
  • Brand recognition
  • Elegance, Luxury, Prestige
  • A symbol of success

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MARKETING PROGRAM & RECOMMENDATIONS

  • Product Strategy
    • 1914: Pocket watch → Wrist watch
    • Accuracy & Innovation
      • Self-winding, automatic day and date
    • Deepsea Challenge
      • March 26, 2012

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    • Product recommendations
      • Update watch design

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MARKETING PROGRAM & RECOMMENDATIONS CONT.…

  • Price Strategy
    • Conception & Execution
    • Set the prices themselves
      • Control over market
    • Failure to show prices
      • Indicates exclusiveness and rareness

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    • Price recommendations
      • Create a lower-end model to show Rolex can be versatile

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MARKETING PROGRAM & RECOMMENDATIONS CONT.…

  • Promotion Strategy
    • Dependable Target Market
    • Rolex and Icons Campaign
    • Rolex Awards for Enterprise
    • Social Media

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    • Promotion recommendations
      • More Exposure
        • Mainstream Media

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MARKETING PROGRAM & RECOMMENDATIONS CONT.…

  • Place Strategy
    • Exclusive Distribution Strategy

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    • Place recommendations
      • More distribution centers
      • Online Sales

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CONCLUSION

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Questions?