Nguyen Thao Nguyen Duncan Millin Marios Spyrou Irene Kotswna Stephanie Theodotou.
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Transcript of Nguyen Thao Nguyen Duncan Millin Marios Spyrou Irene Kotswna Stephanie Theodotou.
BREMONT WATCHESNguyen Thao Nguyen
Duncan Millin
Marios Spyrou
Irene Kotswna
Stephanie Theodotou
Content
Introduction to Bremont India and South Africa Challenges Marketing communication strategy Conclusion Bibliography
About Bremont
Established in 2002 Name's genesis Company's growth British luxury watchmaker Industry award winning
International growth opportunity
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
Brand Prism
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
Current Target Market
Men 25-45 Highly energetic Identify with masculine & adventurous
lifestyle&brands Luxury purchasers Affinity with British values and brands
UK Watch Market
Change in consumer perspective Fastest growing segment - mechanical
watches (3%) Dominated by Zeon Ltd (8% in 2011) Impact of economic downturn
US Watch Market
Recession impact Growing sector - mechanical watches
(7%) Dominated by Fossil Inc (19% in 2011) 9% in next 5 years
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%
PESTEL (India)
South Africa Market
Recover from economic downturn Mechanical experiences - value growth
in 2012 of 11% Most noticable performares - Lanco,
Citizen, Hallmark and Timex The category is very competitive
PESTEL (South Africa)
SWOT
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
Bargaining power of buyers (High):
Jewellers usually are not risk takers
Unknown brand
Already existing established brands in the market
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
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
Challenges
Globalisation Competition Global/Local changes in
lifestyle/culture/climate Market infrastructure Consumer mobility towards the brand
Strategy
Manufacturing => Britain Exportation Strategic alliance partners
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
Points of Parity
Links with Switzerland (English origins) Price Constant Development & improvement
of the models Status Partnership Quality
Existing Marketing Strategy Introduction to MES Replicate existing MS & Innovate where
appropriate Synergy & Continuity with existing MS Utilise Bremont’s strengths & expertise
Overview
Celebrity endorsements Events, Events sponsorship & Sports
Activity Traditional Advertising, PR activity Partnership Activity Awards & Industry Events Social Network Activity
The Bremont Sports Club International
Umbrella Vehicle – Sports Events, Sponsorship & Endorsements
Centralised content Additional content Additional Revenue Direct Marketing Opportunities
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
India
Sir Ben Kingsley Nassir Hussain Dev Patel Rahul Dravid Mark Ramprakash Dhanraj Pallai Cross section of celebrities, engage with
a broad target market, represent the ideals and values of Bremont.
South Africa
Kevin Pieterson Mark Shuttleworth Retief Goosen Andrew Strauss Brad Berritt
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) Daryll Impey (World Top 10 road cyclist) Adrian Zaugg (South African F1 driver)
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
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.
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
PR Activity
Vital component Provides bedrock to framework other
activity Potential Cultural differences in new
markets
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
Industry Awards and Events Development of International Prestige Incremental sales Supports Sales & Marketing functions
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
Additional Social Media Platforms Youtube Instagram & Pinterest Orkut and Ibibo
Timeline (India)
Timeline (SA)
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.
Thank you for your attention!
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