Nguyen 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 Timekeeping” activities.

“Official  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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