...Cowboys’ watch collection. They have produced three different watches: Hublot Dallas Cowboys Classic Fusion watch in titanium (they are classier), Hublot Dallas Cowboys Classic Fusion in titanium and ceramic (for the ladies), Hublot Dallas Cowboys King Power in ceramic (these are sportier). They have produced only 150 pieces for their new promotion. Their quality I known to be one of the best in the world on the same level with Rolex and Breitling. In this collection they have a variety of watch which are made of Titan, Semi-ceramic, and Ceramic, but they are mostly have the same colour which is the colours of Dallas Cowboys Team. Their style is unique because their watch is very elegant and sophisticated. Price: Hublot watch is a luxury handmade timepieces, here is example of the prices: Packaging: Hublot Company pack their products very safe as the watch is very valuable and therefore they package it in a high protection suitcase which will not damage the watch even if they fell on the ground. The also give their customer warranty. For the promotion they are going to pack their watch into the special package relevant to the theme. People: People are very important in producing Hublot watches as every part of watch is handmade, therefore employees should be very skilled and well trained. They should be able to produce a high amount of work and give the best customer service when selling the watches. For their new promotion this employees will be playing a big...
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...全球各大知名制表商中，唯有百年灵全系产品机芯100%通过瑞士官方天文台（COSC）认证，符合精准度和可靠性的最高标准。百年灵在瑞士拉绍德封 （La Chaux-de-Fonds）建造了一座全新的百年灵精密时计中心（Breitling Chronométrie），致力于研发和生产自动上弦机械机芯。（品牌优势之一，可以作为该品牌注重工艺的表现） 品牌营销的策略之一： 1.和航空事业挂钩，让宇航员成为“品牌代言人”，彰显品牌的高工艺等特点。（背景： 1962年，改进了部分功能的百年灵航空计时腕表Navitimer伴随美国宇航员斯科特•卡彭特（Scott Carpenter）少校一起驾驶极光7号（Aurora 7）太空舱绕地球飞行三圈，成为第一枚遨游太空的计时腕表。后来该表款被作为标准系列推出，即宇航员腕表Cosmonaute） 2. 作为精密计时腕表专家及世界航空业紧密合作伙伴，百年灵倾情支持胸怀飞行梦想的精英人士，鼓励他们不断挑战飞行极限。（a；这一年他们赞助了雅克-波特林（也就是百年灵飞行队现在的队长）的飞行表演队，一开始只有4架飞机，后来发展到现在的8架，平时一般都是7架出现，还有一架是备用的，也就是传说中的8号机 b: 2011年5月7日，“百年灵飞人”伊夫•罗西又凭借自行研制的喷气式飞行翼，在美国西部大峡谷上空成功完成了震撼人心的低空飞行。这是他继成功飞越英吉利海峡、与百年灵空中漫步特技飞行队共舞蓝天、环绕百年灵热气球完成360度特技飞行之后，首次来到美国创造的又一项飞行奇迹。） 3. 2004年百年灵和宾利也顺势合作推出了宾利系列腕表，这些表拥有多项特殊的性能。2011年在欧洲北部的波罗的海冰面上，宾利欧陆SuperSports敞篷版创造了330.7km/h的冰上行驶最高时速纪录。该车并未在性能上做任何的改装，只是为了保证在冰面上行驶的安全性添加了一些部件。这些改动包括驾驶舱防滚支架、前后导流板等。驾驶宾利的车手为曾获得4次 WRC冠军的Juha Kankkunen。 4. 赫伯特•尼特奇（Herbert Nitsch）是专业的客机飞行员，也是自由潜水世界纪录保持者，绰号"飞鱼"。2007年6月14日，他在希腊斯派赛斯岛（Spetses）屏气下潜到214米（700英尺）深度，这个令人难以置信的纪录让他远远超过所有竞争对手，至今仍无人能及。然而，赫伯特挑战极限的步伐从未停止。在百年灵的倾力支持下，这位"飞鱼"正在全力准备打破下一个记录，计划于2012年夏天向深海244米（800英尺）发起挑战。为考验其强健体质和钢铁般的毅力，赫伯特再次选择爱琴海风景秀丽的圣托里尼岛（Santorini）进行训练。每次挑战都必须一口气完成。通过几次成功的尝试，"飞鱼"充分检验了装备性能：包括辅助他下潜和上升的"榄形浮标"、水下压载系统以及引导返回水面的充气浮标。正如伴随他完成一次次惊人壮举的百年灵腕表一样，这些装备均采用最先进的技术制造而成，极其可靠。出于对安全的考虑，未来几个月内，赫伯特将会进一步加强体力和毅力的锻炼，完成潜至244米深海的整个过程，为明年成功挑战"百年灵800英尺深潜极限"纪录进行充分准备。赫伯特•尼特奇所付出的不懈努力让他进一步接近自己的终极目标——一口气潜入不可思议的305米（1,000英尺）深海，完成震惊世人的壮举。 品牌背景：1884年创立，里昂·百年灵（Léon Breitling）在瑞士汝拉（Jura）建立制表工坊，生产出的仪器用于体 育、科学和工业领域。1915年，百 年灵首开计时腕表之先河，并革新性首创了第一枚独立计时按钮，成为现代计时腕表领域的先驱。（体现出品牌的历史价值）1931年，...
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...Prepared by Batch Ref. No. Prepared on Manohar M. M. Iyer XMBA – 19 VAS2010XMBA15P005 December 20, 2012 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand Prepared by: Manohar M. M. Iyer, VAS2010XMBA15P005 Page 2 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand Contents 1. Disclaimer note: ........................................................................................................................................4 2. Introduction ..............................................................................................................................................5 3. Brief understanding of the case study .......................................................................................................6 4. Analysis of Indian Consumer Behaviour & Premium watch purchase decision ...........................................7 5. Building the XYLYS brand in India...............................................................................................................8 6. End note: ..................................................................................................................................................9 Prepared by: Manohar M. M. Iyer, VAS2010XMBA15P005 Page 3 Indian Consumer Behavior & Premium watch purchase decision: Gist of Case study on XYLYS Brand 1. Disclaimer note: This document is prepared purely...
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...outstanding success of a Swiss watch manufacturer during the 1980s was the result of a careful and well-executed marketing plan, brought on by necessity. For years the Swiss were world leaders in the watch industry. In 1974 their worldwide market share was 30%. Then the Japanese actively began to produce and market quartz watches, which the Swiss viewed as a passing fashion. Quartz digital watches were, however, no fad and by 1983 the Swiss share of world markets for watches had fallen dramatically to 9%. The Swiss manufacturer SMH carried out extensive research in its watch markets and carefully analysed patterns of consumer behaviour. Marketing experts advised the company that a turnaround was possible if an inexpensive, good-quality quartz analog watch could be developed, since the market was saturated with digitals. Gradually, a marketing plan was devised and implemented resulting in the introduction of the Swatch in 1984, which has since revolutionised the world watch industry. Based on their extensive analysis of consumer behaviour and lifestyle, SMH adopted a strategy that completely changed the concept of a wrist watch. Watches were to be a fashion accessory first and a watch second. They would also be analog rather than digital. Product planning developed a distinctive quartz analog watch in a wide range of fashionable colours and designs. New models were introduced rapidly and older ones quickly dropped. Because Swatches were sold as fashion accessories...
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...Brand association: It means what resides in the customer’s deepest mind. Brand association is anything which is deep seated in customer’s mind about the brand. Brand should be associated with something positive so that the customers relate your brand to being positive. Brand associations are the attributes of brand which come into consumers mind when the brand is talked about. It is related with the implicit and explicit meanings which a consumer relates/associates with a specific brand name. About Rolex, if we consider the upper portion then the brand association will be: 1. Watch. 2. People. 3. Sports. 4. Successful. 5. Highest quality. 6. Reliability. 7. Durability. 8. Serviceability. 9. Convenient. 10. Unique. 11. Prestige. 12. Word of mouth publicity. 13. Price. 14. Luxury. 1. Watch: If any customer think about the brand Rolex, the picture will be spotted in his or her mind is watch, which represents aristocracy. It is being fixed in their brain or even soul, because the brand Rolex is representing themselves as a brand of watch for many year. 2. People: Different types of people use it to reflect their strength. Top athletes are wearing it to show their toughness, robustness and skill. Rich and high class people wear it to show their wealth and class. Man also use it to show their manliness. 3. Sports: Rolex are associated with different kind of sports like Golf, Sailing etc. So, customers also think...
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...Ref. No.: BRM0011 Watches are available in different varieties with most of them performing multiple functions. There are analogue watches, digital watches, LCD watches, quartz watches, LED watches, mechanical watches, jewel watches and diving watches. Stream Watches (Stream) is one of the most popular diving watches sold across India. Currently, Stream is very much concerned about its ability to retain its position in the face of strong competition from other national brands. Even though the watches manufactured by Stream are of high quality with a wide variety of functions and reasonable prices, they are not able to make as much profit as they should. Moreover, the weak economy and emergence of severe competition from several large brands has directly affected Stream’s profits. This case study was written by RagaSravanthi Vemulavada under the direction of Dr. V. Srinivas, IBSCDC. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was prepared from generalised experiences. © 2009, IBSCDC. No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without the permission of the copyright owner. Do No t Watches designed for underwater diving are popularly known as diving watches, which can remain water resistant with a depth range of 50 metres–300 metres as indicated on the dial. Generally...
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...Harvard Business School 9-400-087 June 12, 2000 Rebirth of the Swiss Watch Industry, 1980–1992 (A) “Time is fast running out for the ailing Swiss watch industry.”1 —The Globe and Mail By the end of 1983, Hayek Engineering, a Swiss consulting firm founded by chairman and CEO Nicolas Hayek, was becoming increasingly involved in solving the mounting problems facing the Swiss watch industry, which was on the brink of disaster. Hayek Engineering had initially been recruited by the creditors of the two largest Swiss watchmakers, ASUAG (Allgemeine Schweizerische Uhrenindustrie AG) and SSIH (Societe Suisse pour L’Industrie Horlogere), to formulate a strategy to deal with changing market conditions in 1981. Since then the firm’s involvement with the industry had grown steadily. The firm’s influence had also been increasing since earlier that year, when the banks had agreed with its recommendation that SSIH and ASUAG merge. Although Hayek Engineering was acting as a consultant, Nicolas Hayek, its CEO, would come to have a significant role in supervising the merger and in helping to lead the newly-formed company forward. With the formalities of the merger completed, in December 1983, the new company and its consultants were confronted with a number of new issues. The company faced restructuring challenges and management shifts. But more importantly, it still faced the foreign competition that had decimated the Swiss presence in the inexpensive and middle-range watch...
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...The Swiss accounted for 80% of the world’s total watch production and 99% of all U.S. imports. 1951-Emergence of Low Cost Competition. U.S. Time introduced a line of disposable watches bearing the Timex brand name. Timex was selling its watches through a variety of low-priced outlets such as drugstores and discount houses. By the end of the 1950s, one out of every three watches bought in the United States was a Timex, 1970 –By 1970’sTimex was selling more watches than any other manufacturer in the world. 1970’s- During the same time, several Japanese companies like Hattori-Seiko and Citizen—had taken over the Asian market and were trying to cover up Europe and North America. As a result, the Swiss share of the global market declined, from 80% in 1946 to just 42% in 1970. The Introduction of Quartz Technology * Made use of quartz and integrated circuits * Provided Accuracy, more sophisticated functionality, more features like day & time·, Digital display, Analog watches. * Cheaper in cost of manufacturing. * A wide Price range, starting from $8 to $20, today even below $5. * Introduction of analog watches that used gold or silver plating to mimic the traditional appearance of their more expensive, Swiss-made mechanical counterparts * By 1984, more than three-fourths of the watches sold around the world were based on quartz technology. * By 1986, Citizen had become the overall global leader in both movement and finished watch production volumes The Swiss...
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...of disaster when the Swatch had been introduced 10 years ago; the phenomenal success of the Swatch was considered by many to have been a key factor in its resurgence. At the management level, much of the credit for the turnaround had been directed toward Nicolas Hayek, CEO of the Societe Suisse de Microelectronique et d’Horlogerie (SMH), which controlled nine global Swiss brands including Swatch. Over the past 10 years, Hayek had led the way for the success of the Swatch by committing SMH to a business strategy that in many ways defied industry wisdom about how global watch companies should be run. This strategy was based on a strict commitment to vertical integration (the company assembled all of the watches it sold and built most of the components for the watches it assembled), decentralized marketing (each of SMH’s nine brands had total authority over product designs and marketing), and portfolio management (SMH’s goal was to have a competitive brand in every price segment in the market). Industry Background Prior to the 1950s, watchmaking was a craft that required the skills of...
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...BELJOHN SEBASTIAN THOMAS HISTORY OF WATCHES 1485-Leonardo-da-vinci sketches a fuse for a clock. 1500’s-Germeny-Peter Henlein creates the first pocket watch. Early 1600’s-Forms watches became popular. 1735-watch makers began using enamel on the dials. 1820-Thomas prest registers a patent for self winding watch. 1914-Eterna introduces the first wrist watch with an alarm. 1929-First anti magnetic watch created by Tissot. 1999-Casio innovates with the first wrist watch with a built in global Positioning system. Before wrist watches become popular in the 1920’s, most watches were pocket watches, which often had covers and were carried in a pocket and attached to a watch chain or watch fob. Indian watch Industry began in the year 1961 by HMT (Hindustan machine tools ltd). INDIAN WATCH INDUSTRY @ GLANCE The first Watch model manufactured by HMT was JANATA Model. HMT was the leader in the market till TITAN Came. Indian Watch Buyers are very price sensitive. The major barrier to the entry to Indian watch market is to build a brand image and price competitively. SEGMENTATION OF WATCH INDUSTRY SEGMENTATION BASED ON PRICE OF WATCH Mass (Rs.350-600), INDUSTRY Popular (Rs.600-900), Premium (Rs.900-1500), Super-premium (Rs.1500-8000) Connoisseur segments (above Rs.8000) BASED ON USER CATEGORY SEGMENTATION (Cont…) Men’s watches Women’s watches Youth watches Kids watches Sports watches Titan INDIAN BRANDS MAJOR PLAYERS...
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...Introduction: Smartwatches will be the new technology that changes the world. The biggest thing is that it is wearable and the first of its kind. It’ll be one of the first affordable wearable smart devices. It will also change the way we communicate in many ways. There are several impacts of new technology and smart devices, smartwatches are changing the world as we know it. Summary of Key Findings: Smartwatches are one of the first series of smart devices that is wearable. It’s not big or heavy like other devices. Most devices are hand-held or bigger, but with smart watches you can wear them on your wrist and it is no bigger than a watch. This can free your hands and still carry on a conversation. Smartwatches are going to change the way we communicate. You can make phone calls from your wrist and you can send premade texts and talk just like a phone. With smartwatches you can call anyone from your wrist. You can take pictures and save them to your devices from the smartwatch. You can also do video calling all from this little wrist watch. It’s changing the way we can communicate and it cost effective. Smartwatches are one of the first affordable wearable smart devices. Most smart devices run from $400.00 or more. The smartwatch is very reasonable it starts from $100 to $300. You can get them from most electronic stores like Best Buy. It is small, affordable, and caries most of the same features as your phone. Conclusion: Smartwatches are changing the world...
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...behind this report is to define the organizational behavior of the selected company and by employing some academic references and research methods; it is tried to estimate the nature of the organizational behavior and its probable connotations in case of business administration. In addition to this, the report includes some individual views which have helped to reflect various aspects of the report in a wider standpoint. Comprising these individual viewpoints in this report has been made with the intention of determining the possible guidelines for existing business in near future. Outline of the company Billabong International Limited is a leading clothing retailer who is also related with the retailing process of accessories like watches, backpacks, skateboard, and snowboard products which generally comes under other brand-names. The inception year of the company is 1973 and was established by Gordon and Rena Merchant. However, the company was very firstly recognized in Australian Securities Exchange on 11 August 2000. According to the statically employee survey 2013, the number of employees of the company was approximately 6000. With the growing trend, the company continued to grow further acquiring new brands and retail outlets like Kustom, RVCA and Von Zipper. Having it’s headquarter in Queensland in Australia; the company has always maintained developing nature for creating a positive image in the market. In 2013, the overall revenue of the company was around...
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...luxury goods may retain or improve the basic functionality for which all items of a given category are originally designed. The main characteristics: A strong branding that relates to an exclusive and wealthy lifestyle. High quality, especially in terms of design Premium pricing The luxury brand is perceived as being: Exclusive – 82 % High Quality -80% Stylish -75% Extravagant -65% Lasting -55% and Expensive- 51% 2. Market Profile luxury good is a good for which demand increases more than proportionally as income rises and is a contrast to a necessity good, for which demand increases proportionally less than income Two Major Classifications: * Business Segmentation: Apparel, footwear, automobiles, perfumes, Watches, etc * Geographical Segmentation Asia, (60%) Europe and USA High income elasticity of demand - making a perfume more expensive can increase its perceived value as a luxury good to such an extent that sales can go up, rather than down Negative elasticity of demand - people become wealthier, they will buy more and more of the luxury good. This also means, however, that should there be a decline in income its demand will drop. Income elasticity of demand is not constant with respect to income, and may change sign at...
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...9 -5 1 2 -0 5 2 REV: FEBRUARY 10, 2012 ROHIT DESHPANDÉ KAROL MISZTAL DANIELA BEYERSDORFER The Swatch Group Most people of my age would probably never have bought an Omega. Their father would wear one, and their son would own one. We have therefore lost part of this generation, definitely. — Stephen Urquhart, President, Omega In 2006, when I told the press before the Olympic Games in Turin that the objective of Omega is to overtake Rolex, its natural competitor, people were smiling and saying that Rolex is in a different league, up there. But this positioned Omega, inside and outside, totally. — Nick Hayek, CEO, Swatch Group On the afternoon of March 15, 2011, the only day closed for visitors during Baselworld, the major global watch and jewelry trade show held in Basel, Switzerland, Nick Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, completed a series of informal meetings with his watchmaking counterparts. After all that had been said behind the glamorously showcased watch collections, Hayek lit a cigar to reflect on the discussions’ impact on his watchmaking empire. The late Nicolas G. Hayek (hereafter Hayek Sr.), the charismatic founder of the Swatch Group (and Nick Hayek’s father) who passed away nine months ago, would have applauded the group’s exceptional 2010 results which encouraged the company to set a sales goal of 10 billion Swiss Francs (CHF) within the next four to five years (see Exhibit 1 for the group’s key financials)...
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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...
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