Muhammad Mostafizur 1030683090 Rahaman S.M. Zahid Al Mamun Md.

Rashidur Rahim Kallol

1030557090
1030188090 1030663590 1030814090 1020224090

Shohana Khatun
Md. Mohsin Abdullah A.H.M Saiduzzaman

It is difficult to imagine a world without clocks. People in the modern economy depends on the ability to measure time.

Obelisk Shaped Sundials (Egypt)

Mechanical Clock (Italy & England Mid Fourteenth Century)

Wrist Watch (Queen of Naples)

Over the 700 years Swiss Jura

 Watch making in Switzerland was introduced in the middle of the sixteenth century by

the Huguenots. Around 1785 some 2000 persons worked in the watch making industry of Geneva The late seventeenth and the late eighteenth centuries, the center if the world watch industry was Britain. By 1901 Switzerland was again the most efficient producer of mechanical watches.
% of Watch Production Total
Switzerland Japan Hong Kong Others

% of Mechanical Watch Production

Switzerland Japan Hong Kong Others

15% 9% 22% 55%

0% 4%

19%

77%

1993 World Production of Watch and Movement in Value (Millions Swiss Francs)

Hans Wilhelm Wilsdorf was born on March 22, 1881, at Nurnberg in Germany. Wilsdorf and Alfred James Davis, Wilsdorf and Davis Ltd in 1905. In 1912 Wilsdorf signed a deal for $500,000 to buy wristwatch movement from Aegler. Around this time, legend has it that Wilsdorf came up with the name Rolex Wilsdorf started to use the word Rolex on the dials. The name Rolex is recognized around the world.

Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity. The brand identity will be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of The business.

Rolex can Build a strong Brand Image by :

Oyster Rolex (Greatest Triumph in Watch Making) Aquariums in retailers window

Swiss Water Polo Team (1930)

Swiss Alpinist Team

Paul Newman (1960)

The following Marketing Strategy Rolex follow to get a sustainable position in the market:

Single Market Strategy (Rich, Athletes, Celebrities Etc)

First in Strategy (Waterproof Patent)

Market Opportunist (Harwoods Company)

Strengths Quality Commitment to Excellence : The Rolex name itself is well established Reputation : Well known name. Manage demand Swiss-Made : It is considered a luxurious item Mechanical Movement Advertising Loyal customers Market share leadership Unique products Strong financial position High R&D Innovation Opportunities Expansion of Luxury Brands Lower Price Levels Market Share Snapshot Maintain Exclusivity of Brand

Weaknesses Style limitations High price limits market Myopic Management

Threats Desirability Diminished Relative to other Luxury Brands Change in trend : Cheaper technology , Economic slowdown Product substitution Expensive, flashy items are seen as wasteful and frivolous

Brand Ambassador
Swiss Made Luxury Market

Exclusive Customer

Luxury Adventure

Fashion

Prestige Sports

Bond 007

(+)

(-)

(+)

(-)

1534.1 896.7 556.7

1507.6 997.4 610.4

1482 978 667.4

1.80% -10.10% -8.80%

3.50% -8.30% -16.60%

538.7
515.9 212.2 127.1

519.7
580.6 221.3 101.7

468
718.7 176.4 103

3.70%
-11.10% -4.10% 25.00%

15.10%
-28.20% 20.30% 23.40%

59.8

73

58.6

-18.10%

1.90%

Table: World distribution of Swiss watch export

6 5 4 3

Growth 2001-2003
2 1 0 -1 Growth 2002-2003

Product Classification
EXPLORER: With 24-hour red auxiliary needle, To facilitate night adventure lovers to identify.

SUBMARINER :Water deeper than 300 meters. With rotating outer ring to facilitate the calculation of time GMT MASTER : Not only to display two time zones simultaneously the time clock can be independently moved to another time zone, without moving the minute hand and second hand.

COSMOGRAPH :As a multi-functional watches, can meet the engineering, sports and business and other needs.

Pocket & Purse Watch (Jeweler y)

Wrist Watch (Premium & Sports)

Accuracy (Chronometer)

Quality (Swiss Made) Design (1933, The Masterpiece of Watch Championship) All Proof (Greatest Triumph in Watch Making)

Executing an effective channel sales strategy is a critical component of a successful channel business endeavor. Its formulation and design depends on thorough and careful analysis and planning. It follows certain steps that begin with understanding your channels, down to the continuous management of recruited partners. Probably one of the most vital and challenging steps in formulating channel sales strategy is selecting the potential channel partners. Channel development of Rolex by following examples:

1905 imported movement ,case & dials. After assembled in Clerkenwell then retailers sales using their name on the dial. Creating foreign subsidiaries in 1920. Via International Red Cross Prisoner of war

Promotion is one of the four elements of marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision

Rolex use Brand Ambassador to promote its Product

Swiss Water Polo Team (1930) Swiss Alpinist Teama Newspaper

Conclusion
Two things about the way we make our watches that haven't change since started. Owning one is al most as satisfying as making one.

Rolex should introduce separate product lines with different brand identities under the Rolex umbrella.