Transcript Bremont watches
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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