rolex
TRANSCRIPT
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Rolex Luxury Watches
Rahul Mishra 88
Kavita Prakash 98
Amit Ruparel 102
Shweta Nair 110
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Flow of Presentation
IntroductionCompany’s InnovationWatch ModelsPotential Customers
CompetitorsProduct Life cycleBranding PODPOP
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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
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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.
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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).
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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.
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The World of Rolex
Swiss Made
Corporate Success Symbol
Luxury Market
Prestige SportsLuxury Adventure
Disposable Income
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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
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Potential Customers
• Creamy customers looking for a high end luxury watch with a status symbol
• Worn by people of age 30 and above
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Competitors
3 Leading Companies:Rolex Richemont Swatch group
• Rolex is having 36% of market share
• 64% includes Lacoste, Dior, Richemont, Swatch
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Product Lifecycle
Current stage
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Distribution Strategy MANUFACTURING UNITS
REGIONAL CENTRES
AUTHORISED DEALERS
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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
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Brand Strategy
• A brand building strategy--No to "Second Life”
• Rolex does not allow the sale of its watches in the virtual world
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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
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Brand Benefits• Sign of status, success and flair
• Unmatched Swiss craftsmanship
• Global recognition
• Quality par excellence
• Legacy of fine watch making over 100 years
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Pricing Strategies
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Rolex vs TAG Heuer
Points Of Differentiation:
• Quality / Value
• Diamonds
• Movement
• Appearance
•Cost
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Rolex vs TAG Heuer
Points Of Parity:
•Luxury Swiss watches.
•Quartz and mechanical versions.
•2-3 year warranty
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Thank You
Rolex – Obsession with perfection