Premium Essay

Rolex

In: Business and Management

Submitted By mike08
Words 684
Pages 3
Presented by
Jeannine Komonosky
Long Le
James E. Salter
Copyright © 2005 SalterQuest.com. All Rights Reserved.

Introduction
• Watch Industry
• Key Brand
Components
• Current Brand
Strategy
• Image Associations
• Perceptual Map
• Competitive Position
• Industry Analysis
• Opportunities &
Threats






Strengths
Weaknesses
Brand Report Card
Revised Branding
Goal and Strategy
• Revised Brand
Messaging

Copyright © 2005 SalterQuest.com. All Rights Reserved.

Watch Industry
• History
– Industry Grew up in Geneva
– Swiss Watches have a
Worldwide Reputation for
Quality
• Technological Developments
– Mechanical Watches have 100 to 130 components
– Light-emitting diodes (LED)
– Liquid Crystal Display (LCD)
– Quartz Analog
• Brands now Compete on:
– Features
– Product Attributes
– Positioning
Copyright © 2005 SalterQuest.com. All Rights Reserved.

Key Brand Components
• Early Publicity
Advantages
• Branding
Challenge
• Importance of
Marketing
• Role of Collectable
Copyright © 2005 SalterQuest.com. All Rights Reserved.

Current Brand Strategy
• Early Brand
Strategy
• Current Brand
Strategy

Copyright © 2005 SalterQuest.com. All Rights Reserved.

Image Associations
Corporate Success Symbol
Swiss Made

Luxury Market

Wealth in Travel

Prestige Sports

The World of Rolex
Luxury Adventure

James Bond 007

Disposable Income
Copyright © 2005 SalterQuest.com. All Rights Reserved.

Perceptual Map
Prescious Stones
Expensive

Prescious Metals

Having It All

Design
Durability

Craftsmanship
Wealth

New

Affluence

Conservative

Quality

Time-honored
Dress

Status

Innovation

First

Rolex
Traditional

Functionality

Classy
Sport

Accuracy

Competitive

Precision
Outdoors

Cool

Sharp

Winning
Accomplished
Stylish

Cutting Edge

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