Presented

By
Surbhi Bhandari
Reecha Pathak
Gaurav Solanki

INTRODUCTION

Rolex was founded by Hans Wilsdorf and Alfred Davis in London,

1905 , Rolex base of operations is in Geneva, Switzerland in 1919.
Rolex is the largest single luxury watch brand, producing about 2,000
watches per day, with estimated 2013 revenues of US$7.4 billion.
Also, Rolex is the most reputable company that exclusively produces a
consumer product.
It employs over 2,800 employee.

Innovation

The first waterproof wristwatch "Oyster", 1926

The first wristwatch with an automatically changing date on the dial
(Rolex Datejust, 1945)
The first wristwatch case waterproof to 100m (330ft) (Rolex Oyster
Perpetual Submariner, 1953)
The first wristwatch to show two time zones at once (Rolex GMT Master,
1954)
The first wristwatch with an automatically changing day and date on the
dial (Rolex Day-Date, 1956)
The first watchmaker to earnchronometer certification for a wristwatch

History Of Rolex

1905

HANS WILSDORF

The history of Rolex is inextricably linked to the visionary spirit of

Hans Wilsdorf, its founder.
In1905, at the age of24, Hans Wilsdorf founded a company in
London specialising in the distribution of timepieces.
He began todream of a watch worn on the wrist. Wristwatches were
not very precise at the time, but Hans Wilsdorf foresaw that they
could become not only elegant, but also reliable.

GENIUS IN
FIVE LETTERS

1908
Hans Wilsdorf wanted his watches to bear a name that was short,
easy to say and remember in any language, and which looked
good on watch movements and dials.

CEO
Jean-Frederic
Dufour will be
appointed as the CEO
of Rolex SA (society
anonyme which
means "anonymous
company") in
Geneva.

Jean-Frederic

Mr. Dufour would be

Dufourreplacing Gian
Riccardo Marini.

Gian Riccardo Marini

Many eminent person in the watch industry are

familiar with Jean-Frederic Dufour as the CEO
ofZenithwatches
He is making the ultimate trip up the ladder to
being in a top leadership position at Rolex.

Rolex Oyster
Collection

DATEJUST

GMT-MASTER II

DAY-DATE

LADY-DATEJUST

ROLEX DEEPSEA

MILGAUSS

OYSTER PERPETUAL

SKY-DWELLER

SEA-DWELLER 4000

YACHT-MASTER

SUBMARINER DATE

YACHT-MASTER II

Dr. Rajendra Prasads Gold Rolex

Oyster
The first president of India, Dr. Rajendra
Prasad, owned this watch.
It was given to him in 1950 during Indias first
ever Republic Day.
The watch features an 18K gold dial with a
map of India dated 26 January 1950 inscribed
into it.

MISSION, VISION, OBJECTIVES

MISSION
o manufacture, distribute and service high-quality wristwatches.
VISION
o continue the long tradition of excellence that the Rolex name represents.
OBJECTIVES
Educate the younger market on the value of wristwatches.
Create a social media strategy that will encourage users to interact with the
rand as well as extend the message to a larger audience.
Promote the purchase of wrist watches as a reward for key successes in a
oung mans life.

Market Segment
Cameron
Diaz

Roger Federer

The Current Target market for Rolex is wealthy consumers that are looking for
high quality and exclusivity.
The products are created for those who want to show off their wealth. The typical
Rolex owner is male and above the age of 35, sometimes a celebrity or sports
figure.
Rolex is an international brand of Swiss watches that is valued all over the world
with over 50% of the market residing in the US, Hong Kong, China, France and
Singapore.

MARKETING OBJECTIVES

Product:
The Rolex product will stay very recognizable and relatively
unchanged.
Price:
The level at which the watches are priced plays a huge role in the
brand's image. For this reason price will remain the same.
Promotion:
Rolex success relies on the continuation of promotions through
magazines, newspapers ,selective television programs and
prestigious events.
Place:
The purposeful placement of Rolex's authentic dealers in the

MARKETING STRATEGY
PROMOTION/CAMPAIGN STRATEGY:
Positioning
High-end luxury brand that is the ultimate aspiration of the consumer.
Fashionable alternative to using a cell phone to tell time.
Status symbol.
ADVERTISING:
TRADITIONAL MEDIA
Magazine Advertisements- Rolex will place ads in mens magazines
such as Maxim and GQ. Ads will cater to the target market and attempt
to educate them on the value of wristwatches as rewards and
alternatives to cell phones to tell time.
Billboards- Ads will be placed on billboards in major cities, mainly in
affluent areas to hit the target market. Both traditional and digital
billboards will be utilized.
Ads at sporting events- Ads will be strategically placed at sporting
events that young men attend including, but not limited to, basketball,
football and hockey games.
Sponsorship of music concerts- Rolex will sponsor concerts that are

ONLINE MEDIA

Website
A section of Rolex.com will be developed that caters to the target
market and conveys the benefits and value of wristwatches.

SOCIAL MEDIA
The website will include links that are prominently displayed on the
homepage including Twitter, Facebook and YouTube. The user can then
easily connect with Rolexs social media sites with one simple click.

FINANCIAL FORECAST
Increase daily production by 10%. (An extra 200 watches per
day on top of the 2,000 that are already being produced.)
Increase sales profit percentage to more than the percentage of
population
growth per year.

Parameters
New Marketing: Marketing team, financial team, sales teams, public
relations, social media team, web development, advertising, event
production.
Cost of Goods Sold: Watch materials, shipping, packing, quality
control.

SITUATIONAL ANALYSIS
Strengths, Weaknesses, Opportunities and Threats

SWO
T

Case Study

Tiger Woods Now Wears Rolex

Why would Rolex want to sign an endorsement contract with Tiger
Woods, a celebrity in crisis with a profoundly negative image? Was
his public image destroyed forever? Would he come back on the golf
course and in the boardroom? Was this a strategic marketing move
for Rolex?
On October 5, 2011, luxury watchmaker Rolex Corporation
executives signed an endorsement deal with Tiger Woods. This deal,
the first major sponsorship contract since the Tiger Woods car

Continue.
While Tiger Woods had
maintained
..
commercial contracts with Electronic Arts,

Nike, Upper Deck, NetJets Inc., he lost

endorsement deals with AT&T, Accenture
and Gatorade.
The publics perception of Tiger Woods
had changed dramatically. According to
Marketing Evaluations, Tiger Woods
likability appeal (Q score) had been
surpassed by feelings of negativity (Baar,
2010).
Millward Brown, a research agency
specializing in brand equity research,
tracked public perception of celebrities,
and found that before his scandal, only
two percent of people surveyed had a
negative impression of Tiger Woods.
In December 2009, 80 percent of those
surveyed had a negative impression of
him (Helm, 2009).
The new endorsement deal with Rolex

Price Range of Competitor

Growt
h
In
Price

Initial level
Price

Top 50 Most Searched for Luxury

Brands (2014)

CONCLUSION
This marketing plan summarizes the main points of how Rolex will
market their wristwatches to a younger generation than the current
target market.
This expansion will allow Rolex to move into an untapped area that
needs education on the value of a high-quality time piece.
In order to properly address this objective, Rolex needs to update
their marketing strategy to include a greater presence in
advertisements that target this younger market as well as a strong
showing in the social media realm.

Thank
You