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Bremont watches

Nguyen Thao Nguyen Duncan Millin Marios Spyrou Irene Kotswna Stephanie Theodotou. Bremont watches. Content. Introduction to Bremont India and South Africa Challenges Marketing communication strategy Conclusion Bibliography. About Bremont. Established in 2002 Name's genesis

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Bremont watches

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  1. Nguyen Thao Nguyen Duncan Millin MariosSpyrou Irene Kotswna Stephanie Theodotou Bremont watches

  2. Content • Introduction to Bremont • India and South Africa • Challenges • Marketing communication strategy • Conclusion • Bibliography

  3. About Bremont • Established in 2002 • Name's genesis • Company's growth • British luxury watchmaker • Industry award winning • International growth opportunity

  4. Bremont Watches - Quintessentially British • Engineered for the modern gentlemen • Endorsed by british celebrity and sporting elite • Aviation and military connotations • "Tested beyond endurance" • Limited edition watches

  5. Brand Prism

  6. Existing Marketing Activities • Celebrity endorsement • Events sponsorship • Social media > Traditional media • Proactive PR activity • Lifestyle connotations • Selected partnership activity • Awards and industry recognition • Route to market

  7. Current Target Market • Men 25-45 • Highly energetic • Identify with masculine & adventurous lifestyle&brands • Luxury purchasers • Affinity with British values and brands

  8. UK Watch Market • Change in consumer perspective • Fastest growing segment - mechanical watches (3%) • Dominated by Zeon Ltd (8% in 2011) • Impact of economic downturn

  9. US Watch Market • Recession impact • Growing sector - mechanical watches (7%) • Dominated by Fossil Inc (19% in 2011) • 9% in next 5 years

  10. Indian Market • Increased penetration • Growing segment - Quartz digital watches (24%) • Watches category dominated by national players • Titan Industries Ltd - 34% share • High influence of luxury watches • Forecast period is expected to be 12%

  11. PESTEL (India)

  12. South Africa Market • Recover from economic downturn • Mechanical experiences - value growth in 2012 of 11% • Most noticableperformares - Lanco, Citizen, Hallmark and Timex • The category is very competitive

  13. PESTEL (South Africa)

  14. SWOT

  15. Porter’s Five Forces Threat of New Entrants (VERY HIGH): • Entry barriers • Difficulty to build a strong brand preference • Investment in PR events and advertising required • Distribution

  16. Bargaining power of buyers (High): • Jewellers usually are not risk takers • Unknown brand • Already existing established brands in the market

  17. Bargaining power of suppliers (High): • Rely on the autonomous brands (Rolex-Swatch) for supplies • British aviation supplier of relic airplane parts Threat of Substitute (High) • Watch as an accessory • Sense of status • Practical use under extreme conditions

  18. Objectives • Provide a platform for future continental expansion • Acquire 50% brand recognition from the target market • Establish Bremont in target Market as a premium British luxury brand • Increase our existing international sales percentage from 15% to 50% • Increase market share

  19. Challenges • Globalisation • Competition • Global/Local changes in lifestyle/culture/climate • Market infrastructure • Consumer mobility towards the brand

  20. Strategy • Manufacturing => Britain • Exportation • Strategic alliance partners

  21. Point of Difference • Name: launch of a story / not typical English on the contrary • A piece of history on your wrist: pieces of watch contain pieces of real aircrafts • Family business • Logo: "Tested Beyond Endurance" • Design • Use of relic planes as watch’s internal components • Emphasis on the durability under extreme conditions

  22. Points of Parity • Links with Switzerland (English origins) • Price • Constant Development & improvement of the models • Status • Partnership • Quality

  23. Existing Marketing Strategy • Introduction to MES • Replicate existing MS & Innovate where appropriate • Synergy & Continuity with existing MS • Utilise Bremont’s strengths & expertise

  24. Overview • Celebrity endorsements • Events, Events sponsorship & Sports Activity • Traditional Advertising, • PR activity • Partnership Activity • Awards & Industry Events • Social Network Activity

  25. The Bremont Sports Club International • Umbrella Vehicle – Sports Events, Sponsorship & Endorsements • Centralised content • Additional content • Additional Revenue • Direct Marketing Opportunities

  26. Celebrity Endorsment • Identified key celebrities to acquire as brand ambassadors Use their status in society to promote Bremont & drive initial consumer interest and demand. • Nationals of the country, yet synonymous with British-ness represents and shared Bremont Values

  27. India • Sir Ben Kingsley • Nassir Hussain • Dev Patel • RahulDravid • Mark Ramprakash • DhanrajPallai • Cross section of celebrities, engage with a broad target market, represent the ideals and values of Bremont.

  28. South Africa • Kevin Pieterson • Mark Shuttleworth • Retief Goosen • Andrew Strauss • Brad Berritt

  29. Further SA Considerations • Possible conflicts arising from a sense of nationalism reluctance to identify with British South African brand ambassadors • Alternative suggestions reflecting Bremont Brand values in sporting endeavour. • Including: • Mark Bertish (extreme wave surfer) • Gavin ‘Moses’ Adams (World street skater champion) • DaryllImpey (World Top 10 road cyclist) • Adrian Zaugg (South African F1 driver)

  30. Events • Strengthen Bremont’s position in the new markets • Gaining the positive connotations and associations from the events • Associated publicity and news coverage • Utilising existing Bremont asset/synergy - “Official Timekeeping” activities. • Relative low costs of such activity, • Emerging technologies - drive consumer engagement

  31. Events Sponsorship • India: The MTB Himalaya, The Superbike World Championship Indian Leg, The Men’s Junior Hockey World Cup, IPL Cricket Season as well as Iron Fist 2013/2014 • SA: rugby, cricket, golf and horse racing, Quicksilver Pro Junior Surfing Championship, the Red Bull Cliff Diving World Cup, The Sun City $1million Pigeon Race.

  32. Traditional Advertising • Prevalent in launch, and run up to key gift purchasing period • Traditional Advertising < Social Media & PR • India Key Titles - ‘Time & Style’, India GQ & large quality daily newspapers • SA Key Titles - GQ South Africa & FHM South Africa

  33. PR Activity • Vital component • Provides bedrock to framework other activity • Potential Cultural differences in new markets

  34. Partnership Activity • Partnership Activity • Utilising existing partnerships • Benefits of new partnerships – India: Gurka's; Hockey India/Cricket India, Bharat/Ishapore | SA: Cricket/Rugby Association/National Horse Racing Authority, Armscor/Truvelo/Denel, SA Air Force • Brand extensions potential

  35. Industry Awards and Events • Development of International Prestige • Incremental sales • Supports Sales & Marketing functions

  36. Social Media • Reflective of Bremont’s key marketing successes • Social Media activity ties in marketing aspects • Channels relevant audience to a ecommerce platform • Growing audience and brand imprint at minimal cost • Possibility for innovative ways of driving engagement

  37. Additional Social Media Platforms • Youtube • Instagram & Pinterest • Orkut and Ibibo

  38. Timeline (India)

  39. Timeline (SA)

  40. Return on Investment • Indicate the and after implementing plan total sales • Measure success and interpret consumption information through web analytics and survey questionnaires. • Receive industry awards and recognition.

  41. Thank you for your attention!

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