49255326 rolex case study
TRANSCRIPT
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Presented By:
Shrey Nath Jha
Waqar Ali Khan
Shaino Zaidi
Rolex Case-Study
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Founded in 1905 by Hans Wilsdorf and Davis in
London
HQ at Geneva Switzerland.
Rolex is the high quality luxury wrist watches
Business Week magazine ranked Rolex
at 71stposition in 2007.
History
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CompanysInnovation
It was the 1stwrist watch with an automatic
changing day and date on the dial.
The 1stwrist watch to show time zones at once.
The 1stwrist watch case water-proof
to 100mt (330 ft)
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ProductModels
3
Oyster Perceptual
Oyster Professional
Cellini
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UmbrellaBranding
Rolex GMT Master II gold and stainless steel
Rolex Daytona stainless steel
Rolex Sea Dweller Deep-sea with 3,900m depth rating Rolex Yacht-Master
Rolex Daytona chronograph stainless steel, white dial
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Fighter Brand : TUDOR
Launched in 1946.
They were mid range watches.
Competitors were Tagheur, Citizen & Rado
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PricingStrategy
Premium Pricing
Basic Price forOyster Perpetual$2,500 up to $2,00,000
Pricing Variances
$2000 up to $12000
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Communication Strategy
Traditional Tool = Magazines
Modern Tool = Internet
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Rolex Brand Ambassador
Celebrity who uses their public image to promote the
Rolex brand
To increase the visibility and desirability of rolex
Extremely talented people from a
broad spectrum of professional pursuits.
The ultimate goal of the program from a business
standpoint is to find and commend
professionals and pioneers who reflect the Rolex companys
tenets of precision, style and success.
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Sir Jackie Stewart
40th anniversary as a brand ambassador forRolex
Gold day date with a president bracelet
He had emerged as Britain's top car racing driver
One of the top five in the world
They see it as timeless. Timing is
everything in life.
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Distribution Strategy
Earlier = Official Rolex Dealers
Later through Online as well
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Prestige watches are everywhere it seems, but none is
more connected to status and success than authentic
Rolex watches
Attention to detailing
Limited production of watches.
Investment value besides their good looks and styling
-their value was double the original cost.
AuthenticRolex Watches
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The World
of
Rolex
Luxury Market
Wealth &
Travel
James Bond 007
Disposable Income
Luxury Invention
Prestige
Sports
Swiss Made
Corporate Success Symbol
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BrandImage & Positioning
CUSTOMER KNOWLEDGE
ULTIMATE SOCIAL SYMBOL
BRAND LOGO CROWN
INNOVATIONS IN PRODUCT LINE
POWERFUL BRAND AMBASSADORS
SPORTS AND CULTURAL EVENTS
PHILANTHROPIC PROGRAMS
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SWOTofRolex
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STRENGTHS
QUALITY
COMMITMENT TO EXCELLENCE
REPUTATION
MANAGE DEMAND
SWISS MADE
MECHANICAL MOVEMENT
ADVERTISING
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WEAKNESSES
STYLE LIMITATIONS
HIGH PRICE LIMITS MARKET
TECHNOLOGYIS NOT ACCURATE
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THREATS
EXPANSION OF LUXURY BRANDS
MAINTAIN EXCLUSIVITYOF BRAND
DESIRABILITY DIMINISHED RELATIVE
TOOTHER LUXURY
BRANDS LOWER PRICE LEVELS
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OPPORTUNITIES
Rolex ShouldIntroduce Separate Product Lines With
Different BrandIdentities Under The Rolex Umbrella
Introduce New Designs
Connect With Female Customers
Attack TheO
nline CounterfeitI
ndustryUnderstand The Younger Consumers Relate
To Luxury
Communicate Long Term Value
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Thank You