rolex
TRANSCRIPT
Rolex Luxury Watches
Rahul Mishra 88
Kavita Prakash 98
Amit Ruparel 102
Shweta Nair 110
Flow of Presentation
IntroductionCompany’s InnovationWatch ModelsPotential Customers
CompetitorsProduct Life cycleBranding PODPOP
Introduction Rolex is a Swiss manufacturer of high-quality, luxury wristwatchesIt was founded by Hans Wilsdrof in 1905
Its headquarters are at Geneva, SwitzerlandThese watches are popularly known as status symbols
Contd…
• Business Week magazine ranks Rolex #71 on its 2007 annual list
• It produces about 2,000 watches per day, generating revenues of around US$3 billion.
Company’s InnovationThe company’s innovations are:
• The first wristwatch with an automatically changing day and date on the dial (Rolex Day-Date).
• The first wristwatch case waterproof to 100 m (330 ft) (Rolex Oyster Perpetual Submariner, 1953).
Contd…
• The first wristwatch to show two time zones at once (Rolex GMT Master, 1954).
• The first watchmaker to earn chronometer certification for a wristwatch.
The World of Rolex
Swiss Made
Corporate Success Symbol
Luxury Market
Prestige SportsLuxury Adventure
Disposable Income
Watch Models
Rolex has three watch lines:
Oyster Perpetual
Professional
Cellini ( Rolex's line of 'dressy' watches)
The primary bracelets for the Oyster line :
Jubilee
Oyster
President
Potential Customers
• Creamy customers looking for a high end luxury watch with a status symbol
• Worn by people of age 30 and above
Competitors
3 Leading Companies:Rolex Richemont Swatch group
• Rolex is having 36% of market share
• 64% includes Lacoste, Dior, Richemont, Swatch
Product Lifecycle
Current stage
Distribution Strategy MANUFACTURING UNITS
REGIONAL CENTRES
AUTHORISED DEALERS
Brand Prism - Rolex
Out of range
Stretch
Extension
Core
New categories
Adjacent categories
Core categoryClassic Watches
Bezels, Brands, Bracelets
Jewellery, Official Rolex Trophy, Timekeeper for Wimbeldon, & Australian Open
Rolex Apparel
Brand Strategy
• A brand building strategy--No to "Second Life”
• Rolex does not allow the sale of its watches in the virtual world
Umbrella Branding Stage
Brands by Rolex Price Range Consumer Image Representative
Rolex > $20,000
Ultra-Premium
Old money millenium money
Prestige James Bond
Romeo & Julliet $10,000-20,000
Premium-High
Old money millenium money
The classics NeoRenaissance
Romance
Vienna Opera House Image
Vibe, Eclipse,
Pagea
$5,000-10,000Premium-Low
New Money Bohemian Whoopi
Goldberg
Revolution,
Freedom
$2,000-5,000Luxury-High
New Money Generation X Madonna
Safari Line $500-2,000Luxury-Low
Middle Money Wild, Sporty The Crocodile Hunter
Brand Benefits• Sign of status, success and flair
• Unmatched Swiss craftsmanship
• Global recognition
• Quality par excellence
• Legacy of fine watch making over 100 years
Pricing Strategies
Rolex vs TAG Heuer
Points Of Differentiation:
• Quality / Value
• Diamonds
• Movement
• Appearance
•Cost
Rolex vs TAG Heuer
Points Of Parity:
•Luxury Swiss watches.
•Quartz and mechanical versions.
•2-3 year warranty
Thank You
Rolex – Obsession with perfection