roger dubuis – the new velvet and pulsion products lines’ advertising in china

Advertising Promotion of the new Roger Dubuis products

in China

Cédric Laforge – Msc Luxury and Fashion Management - 2012

CENTENNIAL HISTORY OF ROGER DUBUIS

� Roger Roger Roger Roger DubuisDubuisDubuisDubuis is the brand name of luxury watches and jewelleryfounded by Carlos Dias and Roger Dubuis.

� Dubuis, a talented watchmaker, founded his own atelier in 1980 after 14 years of developing complications for Patek Philippe. He took commissions to design new complications for major brands for several years. Carlos Dias, a designer for Franck Muller, joined Dubuis to launch the brand. Roger Dubuis was born in Geneva and Dubuis to launch the brand. Roger Dubuis was born in Geneva and all of his watches, strongly associated with that culture, are submitted to the quality hallmark of the Poinçon de Genève as well as receiving chronometer certifications.

� In August 2008, Richemont Group has acquired 60 percent interest in Roger Dubuis SA. The announcement was made on Monday 11 August 2008..

� Roger Dubuis SA, based in Geneva, will continue to manufacture and distribute watches under the 'Roger Dubuis' name.

AdvertisingAdvertising strategystrategy for Roger for Roger DubuisDubuis noveltiesnovelties in Chinain China

THE KEY OF THE STRATEGY

� « Spread the word » is the key to the advertisingstrategy I chose. Generate word to mouth effect

� The aim of the strategyThe aim of the strategy

is to launch the product

and that the message

will be spreaded all over

China through internet

and highly-valuable club.


DESIGNING AN ADVERTISING STRATEGY

� I want to choose the following elements for the advertising strategy of the two new products of Roger Dubuis.

� The key in China is

to ADVERTISE THROUGH EXPERIENCE

The key in China is

to ADVERTISE THROUGH EXPERIENCE

� Social Networks

� Boards in the airport

� Celebrity marketing

� Events


1• Social networks

2• Boards in the airport

• Celebrity marketing3

• Celebrity marketing

4• Events


THE PRODUCTS BEING LAUCHED

� The two new products to be launched are

� These two new products are now key to the develoment of Roger Dubuis and its reorientation


ADVERTISING THROUGH SOCIAL NETWORKS

� Social networking is an exponential advertising strategymean

� The Chinese Net-osphere is gaining 90 millions of usersa year (above all in the 2nd and 3rd tier cities)

= more and more potential customers

a year (above all in the 2 and 3rd tier cities)

= more and more potential customers

� Increase content and traffic with influencial bloggersabout watches, fashion …

� Use the following networks


ADVERTISING THROUGH SOCIAL NETWORKS

� Advertising through social network can have a

lot more impact on Chinese customers than

any other mean because of the viral effect it

may have.may have.

� It’s cheap, easy but content is required.

� Renren and weibo are the most common ones


BOARDS IN THE AIRPORT - TARGETTING

� This advertising mean may be expensivebut worth it.

� JC Decaux suggests several advertisingpoints with bigger boards and advertisingpossibilities than in the Western world.possibilities than in the Western world.

� The flying Chinese people will be the one potentially buying a Roger Dubuis new Velvet or Pulsion watch.


BRAND AMBASSADORS

� The power of brand ambassadors in China is very high. Th aim is to target the right person. A cinema star or a TV-Star is a very good choice

� If Tomer Cisley is known in China, he can be used as well but an adaptation to the local culture with Chinese stars may be a very good idea. But Jacky Chan is the perfect one for Roger Dubuisidea. But Jacky Chan is the perfect one for Roger Dubuis

� The brand ambassadors contribute to the advertising of the brand and its products by pushing customer to buy Velvet or Pulsion watches by Roger Dubuis.


THE DIFFERENTS POSIBILITIES OF EVENTS

ADVERTISING

� Events are really important in China because it’s the place where brands are created and where brands canbe put aside of the most appreciated one.

� Event are considered rewardful by potentialcustomers.customers.

� Here are the most creative and working possibilities

� Networking Clubs

� Travelers club

� In the POS and boutiques


EVENTS – THROUGH NETWORKING CLUB

� The power of networking in China is very high and most of the job are found thanks to relationship. Bounds created with business and social relationships through clubs are very important and can be easily used for advertising wonderfulcan be easily used for advertising wonderfulwatches like the new Velvet and Pulsion watches.

� The aim is to target the right club – prestigiousnetworking clubs

� Create a sponsoring partnership

� And create priviledged events for them


EVENTS – THROUGH THE SHANGHAI TRAVELERS

CLUB

×The Shanghai Travelers’s Club is certainly the most prestigious luxury travel club in China.

× 3,000 members : all affluent Chinese frequent travelers : they make the trends create luxury icons in Shanghai, the capital for luxury products in China

×This club is the ideal place to build the reputation of a brand.

× Club linked with the local Shanghaiese communist party section.

Efficient and highly targeted communication means :× Efficient and highly targeted communication means :- Newsletter trough articles - Shanghai traveler’s magazine- Sponsoring traveler’s club events

The aim is to increase brand awareness and relationship with The aim is to increase brand awareness and relationship with The aim is to increase brand awareness and relationship with The aim is to increase brand awareness and relationship with The aim is to increase brand awareness and relationship with The aim is to increase brand awareness and relationship with The aim is to increase brand awareness and relationship with The aim is to increase brand awareness and relationship with customers to sell them high price watchescustomers to sell them high price watchescustomers to sell them high price watchescustomers to sell them high price watchescustomers to sell them high price watchescustomers to sell them high price watchescustomers to sell them high price watchescustomers to sell them high price watches

×The Club has the right to select the sponsors according to its standards of luxury and excellence in travel services.

×Such clubs are existing all over China but this club is one of the most efficientfor advertising to high-income luxury consumers and travelers.


EVENTS – IN THE POS AND OWN BOUTIQUES

×The advantage of doing such kind of advertising events is the reasonnable price and the impact such event may have on the customers.customers.

×Only the most priviledgedcustomers are invited. The guest feel really unique and will spread the word that Roger Dubuis is very exclusive brand that everyone must buy to belong to this very exclusive club of Roger Dubuis customers


WHY NOT RADIO ? AND TV ?

× Even if the Chinese luxury consumers have a close relation to their screens (TV, Computers …) the Roger Dubuis potential customer do not want their products to be advertised on TV. The positioning of these two watches is relatively high and spending money on TV would have less impact than expected.

× TV and luxury in China is a tricky relationship because ads are not really classified.× TV and luxury in China is a tricky relationship because ads are not really classified.

× Radio is also not the right mean except probably business radio. But they are widely developed in China and they will deliver a message to a Non-customer and not to the right customer we want.

× With the government restriction on luxury good advertising, it’s gettingmore and more difficult to advertise with special wordings.


roger dubuis – the new velvet and pulsion products lines’ advertising in china

Documents

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