Rolex Case-Study

Presented By: Shrey Nath Jha Waqar Ali Khan Shaino Zaidi

History
Founded in 1905 by Hans Wilsdorf and Davis in London HQ at Geneva Switzerland. Rolex is the high quality luxury wrist watches Business Week magazine ranked Rolex at 71st position in 2007.

Companys Innovation
It was the 1st wrist watch with an automatic changing day and date on the dial. The 1st wrist watch to show time zones at once. The 1st wrist watch case water-proof to 100mt (330 ft)

Product Models
Oyster Perceptual

Oyster Professional Cellini

Umbrella Branding

Rolex Daytona stainless steel Rolex Daytona chronograph stainless steel, white dial Rolex GMT Master II gold and stainless steel

Rolex Sea Dweller Deep-sea with 3,900m depth rating

Rolex Yacht-Master

Fighter Brand : TUDOR

Launched in 1946. They were mid range watches. Competitors were Tagheur, Citizen & Rado

Pricing Strategy
Premium Pricing
Basic Price for Oyster Perpetual $2,500 up to $2,00,000 Pricing Variances $2000 up to $12000

Communication Strategy
Traditional Tool = Magazines Modern Tool = Internet

Rolex Brand Ambassador

Celebrity who uses their public image to promote the Rolex brand To increase the visibility and desirability of rolex  Extremely talented people from a broad spectrum of professional pursuits. The ultimate goal of the program from a business standpoint is to find and commend professionals and pioneers who reflect the Rolex company s tenets of precision, style and success.

Sir Jackie Stewart

40th anniversary as a brand ambassador for Rolex
He had emerged as Britain's top car racing driver  One of the top five in the world

Gold day date with a president bracelet They see it as timeless. Timing is everything in life.

Distribution Strategy
Earlier = Official Rolex Dealers Later through Online as well

Authentic Rolex Watches

Prestige watches are everywhere it seems, but none is more connected to status and success than authentic Rolex watches

Attention to detailing Limited production of watches. Investment value besides their  good looks and styling -their value was double the original cost.

Corporate Success Symbol Swiss Made Luxury Market

Prestige Sports

The World of Rolex

Wealth & Travel

Luxury Invention Disposable Income

James Bond 007

Brand Image & Positioning

CUSTOMER KNOWLEDGE ULTIMATE SOCIAL SYMBOL BRAND LOGO CROWN INNOVATIONS IN PRODUCT LINE POWERFUL BRAND AMBASSADORS SPORTS AND CULTURAL EVENTS PHILANTHROPIC PROGRAMS

SWOT of Rolex

STRENGTHS
QUALITY COMMITMENT TO EXCELLENCE REPUTATION MANAGE DEMAND SWISS MADE MECHANICAL MOVEMENT ADVERTISING

WEAKNESSES
STYLE LIMITATIONS HIGH PRICE LIMITS MARKET TECHNOLOGY IS NOT ACCURATE

THREATS
EXPANSION OF LUXURY BRANDS MAINTAIN EXCLUSIVITY OF BRAND DESIRABILITY DIMINISHED RELATIVE TO OTHER LUXURY BRANDS LOWER PRICE LEVELS

OPPORTUNITIES
Introduce New Designs Connect With Female Customers Attack The Online Counterfeit Industry Understand The Younger Consumers Relate To Luxury Communicate Long Term Value
Rolex Should Introduce Separate Product Lines With Different Brand Identities Under The Rolex Umbrella

Thank You