...8 Pricing and Distribution Strategy 9 * Brand report card 9 Brand Exploratory 10 Customer Knowledge 10 * Perceptual Map 10 * Image Assosiations 10 Current Sources of Brand Equity 10 Rolex Ambassadors 11 Sports & Culture 11 Philanthropy 11 * Rolex Awards for Enterprise 11 Rolex Young Laureates Program 12 Mentors and Protégés 12 The Customer-Based Brand Equity Pyramid (CBBE) 12 Ambassadors and event 13 SWOT Analysis 14 Weaknesses 14 * Prisoner of its strategy 14 Difficulty to control the brand 14 Threats 14 * Counterfeiting: a threat to equity 14 Youth does not recognize the brand 14 Opportunities 14 * Diversification 14 Strengthen position in emerging markets 15 Building brand community 15 Associate youth with Rolex 15 Connect with Female Customers 15 Corporate Social Responsibility 15 Joint Venture to Support a Cause 16 Rolex iPhone App 16 Rolex Maritime Quarterly on ipad 16 Attacking the counterfeit industry 16 Future of Rolex 17 olex is best known as the premier producer of fine watches in the world. Recognized as an innovator in technology and marketing, the company is credited with establishing the widespread popularity of the wristwatch in the early 20th century. Rolex watches are prized for their precision timekeeping, durability, functionality, and distinctive design. Rolex's mystique as a closely held private company and its carefully cultivated image continue to strengthen...
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...HOW TO SPOT A REPLICA! THE ROLEX GUIDE The Rolex Guide 2004. The Rolex Guide 2004 is not affiliated with Rolex or Rolex USA. No Part of The Rolex Guide may be reproduced or resold without the authors permission 1 INTRODUCTION Genuine brand watches can cost anything from £500.00 to £100,000.00, as most people cannot afford the real thing a much cheaper alternative is to buy a replica. Replica watches are, quite simply, imitations of the more expensive brand named watches, at a mere fraction of the price. These imitations have the same general look, feel and ability, at a much more acceptable price. The quality of a replica can vary depending on the cost. A £20.00 replica would obviously be of a far better quality than a replica costing £400.00 and much easier to identify. This guide is mainly based on Rolex wrist watches as they carry the largest number of replicas in the market place. Some Omega examples are also included. This guide will show you how to avoid the replicas, as it states this is a guide and should be used for that purpose only. If you are unsure of a watches authenticity then don’t buy it. The only way to be 110% sure its not a replica is to be direct from a Rolex dealer. The Rolex Guide 2004. The Rolex Guide 2004 is not affiliated with Rolex or Rolex USA. No Part of The Rolex Guide may be reproduced or resold without the authors permission 2 INDEX • INTRODUCTION • REQUIREMENTS The Box Paperwork • TERMINOLOGY OF WATCH PARTS • REPLICA SPOTTING...
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...by weighing up the pros and cons of the techniques used. Rolex Brand Pros Rolex is one of the most recognized luxury brands in the world which is most important source of branding equity. Other equities include its own crown logo and the functional benefits that it provides to the user for quality, craftsmanship and innovation. Its exclusive status symbol, premium pricing and limited distribution are also key sources of equity. Other key source of Rolex brand includes Ambassadors, Sports and Culture and Philanthropy. Rolex has maintained the highest quality, durability and prestige on which it was originally founded and has successfully leveraged its history and tradition of excellent along with innovation to become the most powerful and recognized brand. Products like “10 Golden Rules” are helping the company in a way that the customers values what the company provides and associates the attributes to them. The customer believes what the company says about because the company provides the unique features which are worthy of positioning the Rolex into a high positive position in customer minds and this is a very big advantage. Rolex has successfully focused on the superior products attributes and the imagery associated with owning and wearing a Rolex. The Rolex big advantage is that Rolex is classic and luxurious image which makes it outstanding, In spite of the company being more than 100 years old, Rolex, in order to maintain its stability as the world's best watch...
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...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 this brand in sporty side. 4. Successful: Rolex was rewarded with the world’s first timing certificate for a wristwatch. It is being able to gain success by competing with the competitors. It got award for making ferromagnetic watch. 5. Highest quality: Its design...
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...The leaves are turning brown again. Cool and brisk, the wind blows up the torn sweater the old man wears. Visibly shaking and uncertain of his surroundings, he’s a husk of his former self. His eyes dilate, his face is melting. Literally melting. He collapses into a small dirty heap, his eyes shut and a final breath escapes his lips. A young boy walks by and asks for money, he too broke and dirty. Another shows up and prods his silent corpse. This is where our story begins. Set in Detroit, MI during the great recession, it’s a story based on the collapse of the withering economic catastrophe known as the Automotive Industry. I would like to ask for a possibility to build a film around the concept of the desolation felt in that town and of this place. But with only $500 in hand and an old VHS video recorder, there’s only so much I can create with these limited resources. It’ll be set in front of a Party Plus Market Off of Wyoming St, an area of town notorious for its high and violent crime rate. Its daring for sure, but I wish to capture the true feeling of a desperate environment in one of the most violent and crime riddled cities in America. If there’s a chance to negotiate an advance of at least $1000 to put towards filming expenses, it’d be greatly appreciated. Thank you for your time. EXT. LIQUOR STORE: It’s dark outside. Street lights dimly glow on the entrance of a local liquor store. An old man in tattered clothes and a Walmart welcome vest is seen...
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...on their wrist. Rolex is currently leading the watches manufacturing industry and have large retailers. The aim I have selected Rolex, I wanted to analyse a “great” company that has been in the industry around for 90 years to proof that the company has been coming under the category of a “Good to Great” company. With this thought in mind, this essay will be explaining how Rolex went from good to great and explaining the concept of Jim Collins which he has explained in his book in detail. Mr Hans Wilsdrof...
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...Rolex SA and its subsidiary Montres Tudor SA design, manufacture, distribute and service wristwatches sold under the Rolex and Tudor brands. Founded by Hans Wilsdorf and Alfred Davis in London, England in 1905 as Wilsdorf and Davis, Rolex moved its base of operations to Geneva, Switzerland in 1919. Standing the test of time, Montres Rolex makes watches recognized worldwide as accurate, durable, expensive, and often-imitated. Founded by Hans Wilsdorf in 1905, the Swiss company is credited with making the wristwatch popular. Rolex -- the first to create a waterproof, airtight, and dustproof watch -- makes men's and women's watches, stopwatches, pocket watches, and clocks. Brands include Explorer, Day-Date, Yacht-Master, GMT-Master II, Milgauss, Submariner, and others. Rolex gold, bronze, and stainless steel watches are available with diamonds or other precious stones. Secretive, it only sells its watches through authorized Rolex dealers. It was headed by finance-director-turned-CEO Bruno Meier until 2011. The leading name in luxury watches, Rolex has been the pre-eminent symbol of performance and prestige for over a century. Rolex men’s and ladies’ watches combine style and elegance with precision and reliability. Forbes ranked Rolex No.57 on its 2012 list of the world's most powerful global brands.[3] Rolex is the largest single luxury watch brand, producing about 2,000 watches per day,[1] with estimated 2012 revenues of approximately US$4.5billio ------------------------------------------------- ...
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...Marketing Analysis for Patek Philippe and Rolex by: Joe Tylutki TABLE OF CONTENTS: I. Introduction II. Situation Analysis III. Marketing Planning IV. Implementation and Control of Marketing Plan V. Conclusion INTRODUCTION: Keeping track of time has been a major part of human life and has been used since the beginning of man. For thousands of years devices have been used to measure and keep track of time. Sexagesimal systems have been used to keep track of time and dates back to nearly 2000 BC, in Sumer. The Ancient Egyptians used the movement of the sun to capture time by using large Obelisks. They divided the day into two 12-hour periods, which the human population still uses today to keep track of time (Wikipedia). Government SIC code 3873 Watches, Clocks, Clockwork, and Device/Parts have a myriad of directions that can be utilized to help one understand a specific field within this SIC code category. This marketing analysis will focus on two very distinctive wristwatches that are considered to be the best in the 3873 SIC code category. These two hand crafted wristwatches have been around for many decades and have change the way consumers tell time. The two brilliantly crafted wristwatches are that of high-end quality, design, the names of these high-end luxury wristwatches are Patek Philippe and Rolex. Each of these wristwatches possesses unique qualities that differentiate them from others. Patek Philippe invented the first wristwatch...
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...Rolex Brand Audit 1) What do you understand about brand audit? Explain in relevance tothis case study.Ans : a brand audit is a comprehensive examination of a brand to discover itssources of brand equity. A brand audit provides an analysis of an organization¶sbrand and its brand management and marketing effectiveness. It assesses abrand¶s strengths, weaknesses, opportunities, and threats. It identifies brandgrowth opportunities including those achieved by brand repositioning and brandextension. The audit should result in recommendations to improve brand equity,brand positioning, and brand management and marketing effectiveness.Relatingto this case study, Rolex is one of the most recognized luxury brands in the worldwhich is its most important source of brand equity. Other equities include itscrown logo and the functional benefits that it provides to the user for e.g. quality,craftmenship, and innovation factors like its ³10 golden Rules´. Its exclusivestatus symbol, premium pricing and limited distribution are also key sources of equity. Other key sources of rolex brand equity include Ambassadors, Sports andCulture and Philanthropy. This case study also includes the threats to the brandlike counterfeiting and few main areas of opportunity like introducing newdesigns, contacting with the female customers, understanding younger customers etc. 2) How are product related attributes helping Rolex in its brandpositioning in the market?Ans : Rolex has maintained the highest quality...
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...Comparison between Promotional Activities of Rolex and Timex Advertisements by Rolex Recently, I have been hired as a promotion manager for both Rolex and Timex. I will compare the advertising strategies of Rolex and Timex. Rolex is one of the leading watch companies in the world. The company uses different forms of media for advertising. Rolex Watch Company almost uses all the forms of print and electronic media to reach to its target market. In order to increase market penetration, Rolex gives advertisements on internet, television and in magazines as well. The company gives advertisements in W magazine, which has a great circulation among readers. The company's advertisements are also broadcasted on television. There are advertisements of Rolex watches on television with Roger Federer playing Australian Open. (Federer, n.d) Apart from this, the company also takes the help of internet to promote its watches. There are several websites, which give all the information about Rolex watches and their features like www.omegarolex.com/ and time zone.com. Advertisement Strategies by Timex Timex is another leading watch company in the world. It can be said that the advertising strategies by Timex are almost similar to that implemented by Rolex. Timex has also utilized both print, electronic media, and internet to advertise its watches. Timex has given many TV commercials to advertise its watches. The company has taken the help of internet to promote its watches...
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...executive summary fall of an empire In the context of the Business Empire brought up by the hard work of Rolex mudalali& his team of workers, we can clearly see that paper education does not matter when it comes to real life scenarios. In this case the important spirit of success was the attitude and practical knowledge of Rolex mudalali and his foresighted vision towards the years to come. We can note that his approach towards the business was all about “Look after your people and they will look after you and your business”. Rolex mudalali I considered his people as the number one asset in the business and did the best he could do to maintain and develop the human asset at the best state. Rolex mudalali’s main business was nearly 20 years old and had the market share of 70% in the biscuit industry locally and his products were reaching over 20 countries around the world including United States of America. He had the ability to be in diversified business categories along with the main business. His far sighted vision is proved by his decisions towards educating his children in IT and Fashion designing fields, since these fields have emerging business opportunities worldwide. Also educating the children of his workers can also be considered as a foresighted vision towards gaining loyalty of existing workers and their families along with strengthening up the future employees of his business with proper education since the world is highly competitive. He knew that if...
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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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...The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION .............................................................................................................. 1 LUXURY WATCH INDUSTRY: A SHORT OVERVIEW .................................................. 3 2.1 2.2 3 DEFINITION AND PRICE SEGMENTATION ........................................................................ 3 LUXURY BRANDS AND THEIR POSITIONING ..................................................................... 5 ANALYSIS OF THE LUXURY WATCH INDUSTRY........................................................ 7 3.1 THREAT OF NEW ENTRANTS .......................................................................................... 9 Capital requirement ............................................................................................ 9 Brand recognition ............................................................................................... 9 Distribution........................................................................................................ 15 3.1.1 3.1.2 3.1.3 3.2 BARGAINING POWER OF BUYERS .........................................
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...The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION .............................................................................................................. 1 LUXURY WATCH INDUSTRY: A SHORT OVERVIEW .................................................. 3 2.1 2.2 3 DEFINITION AND PRICE SEGMENTATION ........................................................................ 3 LUXURY BRANDS AND THEIR POSITIONING ..................................................................... 5 ANALYSIS OF THE LUXURY WATCH INDUSTRY........................................................ 7 3.1 THREAT OF NEW ENTRANTS .......................................................................................... 9 Capital requirement ............................................................................................ 9 Brand recognition ............................................................................................... 9 Distribution........................................................................................................ 15 3.1.1 3.1.2 3.1.3 3.2 BARGAINING POWER OF BUYERS .........................................
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...sell this product to and this process is called marketing. Marketing can be used in all walks and areas of life because it is simply value of a product, and or service being expressed to the buyers or customers. Marketing includes many factors from the selling and sales of a product to the overall strategy of the advertising of the product or service. Marketing does have a major influence on business today for it can mean the life or death or a product or even company. Being that if a product is not marketed properly either people will not be aware of the product or possible customers can get the wrong persecution of a product, which can deter them from being affiliated with the good or service. The product that I selected was the Rolex wristwatch. A man introduced this product by the name of Hans Wilsdorf. Wilsdorf has been known for the creation of one of the finest Swiss watches ironically he was a man from Kulmbach Germany, who opened Wilsdorf & Davis watchmakers in London. This watch became revolutionary for many different reasons due to great marketing ideas and strategies that were introduced. At the time when these watches came out men’s fashion promoted large face pocket watch yet, Wilsdorf had the idea to have these time pieces designed in a size that would make them able to fit on a wrist. And so the brand of watch would be born with this...
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