Memorándum de Entendimiento (MoU) entre Codelco y SQM
Rolex Marketing Case Study @ NSU
1. Case Study on
“Rolex
Marketing”
Muhammad Mostafizur Rahaman
2.
3. It is difficult to imagine a world without clocks. People in the modern
economy depends on the ability to measure time.
Obelisk Shaped Sundials (Egypt)
Mechanical Clock (Italy & England Mid
Fourteenth Century)
Wrist Watch (Queen of Naples)
Over the 700 years – Swiss Jura
4. Watch making in Switzerland was introduced in the middle of the sixteenth century by
the Huguenots.
Around 1785 some 2000 persons worked in the watch making industry of Geneva
The late seventeenth and the late eighteenth centuries, the center if the world watch
industry was Britain.
By 1901 Switzerland was again the most efficient producer of mechanical watches.
% of Watch Production Total % of Mechanical Watch Production
Switzerland Japan Hong Kong Others Switzerland Japan Hong Kong Others
15% 19%
0%
9% 4%
55%
22%
77%
1993 World Production of Watch and Movement in Value (Millions Swiss Francs)
5. Hans Wilhelm Wilsdorf was born on March
22, 1881, at Nurnberg in Germany.
Wilsdorf and Alfred James Davis,
Wilsdorf and Davis Ltd in 1905.
In 1912 Wilsdorf signed a deal for $500,000
to buy wristwatch movement from Aegler.
Around this time, legend has it that Wilsdorf
came up with the name Rolex
Wilsdorf started to use the word “Rolex”
on the dials.
The name Rolex is recognized around the
world.
6. Developing a brand strategy can
be one of the most difficult steps
in the marketing plan process.
It's often the element that causes
most businesses the biggest
challenge, but it's a vital step in
creating the company identity.
The brand identity will be
repeatedly communicated, in
multiple ways with frequency and
consistency throughout the life of
The business.
7.
8. Rolex can Build a strong Brand Image by :
Oyster Rolex (Greatest Triumph in
Watch Making)
Aquariums in retailers window
Swiss Water Polo Team (1930)
Swiss Alpinist Team
Paul Newman (1960)
9. The following Marketing Strategy Rolex follow to get a
sustainable position in the market:
Single Market Strategy
(Rich, Athletes, Celebrities Etc)
First in Strategy (Waterproof Patent)
Market Opportunist (Harwood’s Company)
10. Strengths Weaknesses
•Quality • Style limitations
•Commitment to Excellence : The Rolex name • High price limits market
itself is well established • Myopic Management
•Reputation : Well known name.
•Manage demand
•Swiss-Made : It is considered a luxurious item
•Mechanical Movement
•Advertising
•Loyal customers
•Market share leadership
•Unique products
•Strong financial position
•High R&D
•Innovation
Opportunities Threats
•Desirability Diminished Relative to other
•Expansion of Luxury Brands Luxury Brands
•Lower Price Levels •Change in trend : Cheaper technology ,
•Market Share Snapshot Economic slowdown
•Maintain Exclusivity of Brand •Product substitution
•Expensive, flashy items are seen as wasteful
and frivolous
11. Brand Ambassador
Swiss Made Luxury Market
Exclusive Customer Luxury Adventure
Fashion Prestige Sports Bond 007
15. Product Classification
EXPLORER: With 24-hour red auxiliary needle,
To facilitate night adventure lovers to identify.
SUBMARINER :Water deeper than 300 meters.
With rotating outer ring to facilitate the calculation of time
GMT MASTER : Not only to display two time zones simultaneously the time
clock can be independently moved to another time zone, without moving the
minute hand and second hand.
COSMOGRAPH :As a multi-functional watches, can meet the
engineering, sports and business and other needs.
17. Accuracy (Chronometer)
Quality (Swiss Made)
Design (1933, The Masterpiece of
Watch Championship)
All Proof (Greatest Triumph in
Watch Making)
18. Executing an effective channel sales strategy is a critical component of a successful
channel business endeavor. Its formulation and design depends on thorough and
careful analysis and planning. It follows certain steps that begin with understanding
your channels, down to the continuous management of recruited partners.
Probably one of the most vital and challenging steps in formulating channel sales
strategy is selecting the potential channel partners.
Channel development of Rolex by following examples:
1905 imported movement ,case & dials. After assembled
in Clerkenwell then retailers sales using their name on
the dial.
Creating foreign subsidiaries in 1920.
Via International Red Cross
Prisoner of war
19. Promotion is one of the four elements of marketing mix
(product, price, promotion, distribution). It is the communication link between
sellers and buyers for the purpose of influencing, informing, or persuading a
potential buyer's purchasing decision
Rolex use Brand
Ambassador to promote
its Product
Swiss Water Polo Team
(1930)
Swiss Alpinist Teama
Newspaper
20. Conclusion
Two things about the way we make our
watches that haven't change since started.
Owning one is al most as satisfying as
making one.
Rolex should introduce separate product lines with different brand
identities under the Rolex umbrella.
Editor's Notes
WatchIt is difficult to imagine a world without clocks. People in the modern economy depends on the ability to measure time.Firstly ,timekeeping goes back to the Egyptians, who thousands of years ago used large obelisk-shaped sundials to measure time.Secondly, Reliable time telling became increasingly important in medieval Europe.As such, clocks became increasingly sophisticated with the invention of the first mechanical clock in Italy and England around the mid fourteenth century.First wristwatch was commission piece by the queen of Naples in 1810 from Abraham-Louis Breguet (1747-1823)The rapid innovation of moving from a clock tower to a wristwatch worn by a queen was mirrored in the way a watch was manufactured and in the changing location of the industry.Mechanical clocks were a European monopoly for nearly 300 years.Over the course of 700 years the mechanical watch epicenter moved from Italy to Germany to France , to England to Geneva and finally to the Swiss Jura, where it remains today . In 1985 Switzerland had a 34% share of world exports of watches. During the following decade it maintained a 77% market share in the worldwide production of the mechanical watches.
Watch IndustryWatch making in Switzerland was introduced in the middle of the sixteenth century by the Huguenots(French refugees persecuted because of their Protestant faith)Around 1785 some 2000 persons worked in the watch making industry of Geneva and produced 85000 watches per year. Another 50000 watches were produced in the region of Neuchatel. Watch making was closely related to jewelry making. The better the watch the more jewels it contained.The late seventeenth and the late eighteenth centuries, the center if the world watch industry was Britain. The Swiss initially copying British style and design, putting British places of manufacture on them, and then exporting them as English watches. However by the 1790s a distinctive Swiss watch had emerged that featured a slim line and precision.By 1901 Switzerland was again the most efficient producer of mechanical watches.Arguably the watch industry benefited from Switzerland’s location in the center of Europe and its multilingual population, which made it easier for Switzerland to trade with the rest of the world.
Hans Wilsdorf & RolexHans Wilhelm Wilsdorf was born on March 22, 1881, in Kulmbach near Nurnberg in Germany.Initially Wilsdorf work for a pearl-trading company that graded pearls and found buyers for them.Wilsdorf sitched to a watch industry in 1900, working for CunoKorten , a highly profitable watch exporter.In 1903, at the age of 22, Wilsdorf moved to London to work for another watch making company.In London, Wilsdorf met Alfred James Davis, a wealthy lawyer and private investor. They started a watch trading company, Wilsdorf and Davis Ltd in 1905.In 1912 Wilsdorf signed a deal for $500,000 to buy wristwatch movement from Aegler.Around this time, legend has it that Wilsdorf came up with the name Roles while riding on the top deck of a bus in London.Wilsdorf started to use the word “Rolex” on the dials. The word Rolex was registered in Switzerland in 1908 and in London in 1912. This was a radical departure from previous convention by which retailers branded and manufactures produced. It took a decade for this change to be completed, nut by 1926 Wilsdorf demanded that all the Rolex watches carry the Rolex name.The name Rolex is recognized around the world. It has become an icon of beauty, quality, accuracy, style, and taste. While there are other fine manufacturers of timepieces, none has reached this pinnacle of public respect and acclaim.
Strengths: Well known name, It is considered a luxurious item, the Rolex name itself is well established. Weaknesses: Since a ROLEX is expensive it has a very exclusive market, Not many people can afford a ROLEX, and there seen more of a gift or celebration item. So a person will probably not buy multiple of them like a person would with a Timex.Opportunities: They could expand there basis, make a less expensive watch for the upper middle class, (Like Vera Wang and Dana Buchman did in Kohl's) This a huge opportunity for them to reach a larger market, more advertising on the internet. Threats: A change in trend, like how in the past year, expensive, flashy items are seen as wasteful and frivolous. Right now, being thrifty (or just looking like your being thrifty) is in so you can bet Rolex is hurting a bit.
