Page #

Task 1

Table of Content
Introduction
Situation Analysis

Task 2

Market Segmentation

4-6

Task 3

Marketing Opportunities

6-7

Task 4

Market Research

8-9

Task 5

Conclusion

10

Bibliography

10

Tasks

2-4

Introduction:
Rolex SA (Socit Anonyme, meaning anonymous company in French) is a confidential
company and the solitary major luxury watch brand in the world. They assemble, dole out and
overhaul wristwatches. In 1905 in London, Hans Wilsdorf and Alfred Davis founded Wilsdorf &
Davis, which ultimately became Rolex, and was registered as a trademark in 1908 and as a
company in 1915. Rolex stimulated to Geneva, Switzerland in 1919. They are accountable for
many innovations in the watch production including the first self-winding watch, the first
waterproof case, the first watch with a date on the dial, the first watch to demonstrate two
time zones at the identical time and the initial product to be paid the chronometer certification
for a wristwatch.

Current Market Situation:

Rolex is a brawny brand with an extended history of high-class lavishness watches that are the
decisive objective of the customer. A Rolex is a position representation recognized throughout
the world. They have 28 associates worldwide and rely on 4,000 watchmakers in over 100
countries, which bestow them a well-known global incidence. The weaknesses embrace the
price point, which only the prosperous can have enough money. Another predicament is that
the existing younger generation has full-grown up with cell phones, which they utilize to tell
time. In the past, a watch was more appreciated, but for kids nowadays, the cell phone often
replaces the watch. Finally, Rolex also produces a high-volume of watches, which is a problem
with watch aficionados who often have a preference to be unique and possess pieces that
hardly any others own.
The opportunities for Rolex comprise the growth of an effectual social media campaign. For
example, Rolex has a website with a YouTube channel link, but does not have links to additional
social media sites. These accounts would permit Rolex to have an unbolt dialogue with their

customers as well as latent customers. There are many Rolex fans and knockoff companies that
have shaped pages, but there are no confirmed official Facebook or Twitter pages, for
example. Another vast chance for the brand is to instruct the younger market so they
understand the assessment of watches and purchase upstream later in life. Rolex can also carry
on coming up with more incomplete editions of their watches that would generate more
individualism.
One of the biggest threats to the company is the present depression. People are expenditure
smaller amount money on frivolous purchases and high-end watches are positively not a
inevitability. Another enormous hazard is the wide assortment of counterfeit products that are
in the marketplace. There are many manufacturers, especially in UAE, that manufacture knockoff Rolex watches that appear and suffer like the real thing. An supplementary factor is that
Rolex produces about 2,000 watches a day and that is the highest volume in the
sumptuousness watch industry. The elevated the volume produced can equivalent a lower
quality. Other high-end watch companies are also a threat, including Omega, Cartier, Roger
Dubuis and Patek Philippe.

Market Segmentation:
Current Market: The existing target market for Rolex is affluent consumers that are looking for
high quality and exceptionality. The products are created for those who fancy demonstrating
off their wealth. The typical Rolex proprietor is male and above the age of 35, sometimes a
famous person or sports figure. Rolex is an worldwide brand of Swiss watches that is
appreciated all over the world with over 50% of the market residing in the US, Hong Kong,
China, France and Singapore.

Market Segment: 21 to 35 year old males source of revenue in the United States who have
freshly landed a high-paying job, receives a promotion or acknowledged a bonus. These are
young men who would like to illustrate off their newfound status. They have bought their
luxurious suits and shoes to be dressed in to their job, but they necessitate to inclusive the look
with the erudition of a Rolex watch to demonstrate that they have made it. This target
market at this time values cell phones as their most important technique to tell time and they
do not yet value the worth of a watch. They require being educated on why they should be
exhausting a watch as opposed to inspection their cell phones for the time. Watch sales have
dropped significantly by as much as 30% in the past quite a few years among young men. This is
a marketplace that needs to be exposed how owning a watch is a sustainable spirited
advantage. This group is exceedingly active on the internet and is prejudiced by advertising and
their friends postings on Facebook, Twitter and YouTube. Secondary Market Segment: Parents
and grandparents of 18-24 year olds who are satisfying their son or grandson for graduating
from high school or college or even obtaining a new job. These are 40+ year old men and
women manufacture above $65,000 per person per year. They are complicated and be
acquainted with the value of a high-quality chronometer and are transitory that knowledge
onto their son/grandson. After receiving a Rolex watch as a gift, the young man will see the
value of the watch and purchase more from the brand in the future.

Marketing Opportunities:
PROMOTION/CAMPAIGN STRATEGY:
Positioning
High-end lavishness brand that is the decisive aspiration of the consumer.
Fashionable substitute to by means of a cell phone to tell time.
category symbol.
ADVERTISING:
TRADITIONAL MEDIA

Magazine Advertisements- Rolex will leave ads in mens magazines such as Maxim and GQ. Ads
will accommodate to the objective market and endeavor to educate them on the value of
wristwatches as rewards and alternatives to cell phones to tell time. Billboards- Ads will be
positioned on billboards in major cities, principally in affluent areas to hit the target market.
Both traditional and digital billboards will be exploit. Ads at sporting events- Ads will be
intentionally placed at sporting events that young men go to including, but not limited to,
basketball, football and hockey games. Sponsorship of music concerts- Rolex will sponsor
concerts that are admired with the target market. Ads will be placed all the way through the
concert venues as well as in the programs. The logo and name will be incorporated all over the
concerts promotional materials.
ONLINE MEDIA
Website- A section of Rolex.com will be developed that provide to the target market and
conveys the reimbursement and value of wristwatches.
The website will comprise links that are prominently displayed on the homepage counting
Twitter, Face book and YouTube. The consumer can then with no trouble connect with Rolexs
social media sites with one simple click.
SOCIAL MEDIA
Twitter- An official Rolex explanation will be fashioned and demonstrated. This account will be
managed by a social media team that will chirp daily to teach the audience as well as act in
response to comments and apprehension of their followers. Facebook- An official Rolex page
will be created and scrutinize by a social media team. In sequence will be updated on a
standard foundation and the team will interrelate with Facebook fans. YouTube- An official
YouTube channel will be established and embrace videos and advertisements that
accommodate to the target market. Each week there will be a new video that educates users on
poles apart features of Rolex watches.

ACTION PROGRAM
Implementation:
This timeline covers on the commences of traditional media, online media and social media.
The advertising organization will work with the marketing team on the new-fangled look and
experience between April and July of 2013. The new-fangled crusade will be rolled out in the
fall (September/October 2013). The second segment will take position in spring (March/April
2014), just before high school/college graduation.
TRADITIONAL MEDIA
New imaginative will be developed for the crusade advertisements and billboards starting in
April 2013. The creative players at the advertising organization will have months to come up
with the final 3 direction as approved by advertising and the medium will rollout as follows:
Magazine/Billboard advertisements will run starting October 2013. The subsequent phase will
run in March 2014. Ads at sporting events will run starting October 2013 or presently
depending upon contracts and choices of events. Sponsorship of music concerts- research will
begin in April 2013 concerning the choice of concerts and partnerships should be in position by
October 2013 in order to characteristic the new creative look.
ONLINE MEDIA
After the creative direction has been chosen from the advertising agency, the look and feel will
be developed into a section of the current website that is cohesive with the Rolex brand.
The website addition will be implemented in September 2013, concurrently with the
introduction of the new advertisements. The second promotional phase will be implemented in
March 2014.
SOCIAL MEDIA
Twitter/Facebook- The new accounts will debut in August 2013 in order to create buzz and
prepare for the new campaign. YouTube- The official channel will debut in August 2013 with a

preview/teaser of what will be coming soon from the brand. Small elements of the new
campaign will be revealed weekly until the full introduction in October. In March 2014,
previews of the second campaign will be revealed weekly and fully introduced by April.
Market Research:
PRIMARYDATA:
The primary data was collected from the respondents using questionnaire.
SECONDARY DATA:
The Secondary data was collected from the companys official website.

CONCLUSION
These marketing arrangements recapitulate the main points of how Rolex will marketplace
their wristwatches to a younger cohort than the existing target market. This development will
allow Rolex to be in motion into an untapped area that needs learning on the worth of a highquality time piece. In regulate to appropriately address this objective; Rolex needs to
modernize their marketing approach to include a greater charisma in advertisements that
objective this younger market as well as a strapping showing in the social media realm.
Rolex has a long institution of creating the customary for luxury in wristwatches. By adding a
new section of the inhabitants to their customer pedestal, they will make certain that they
prolong their average of excellence. Moving frontward as technology evolves is key in achieving
this goal.

Bibliography
Dickhens, c. (2003). The Strategic Marketing Process.
Financial Rpeorts, Rolex.com. (2009).
Porter, M. (2009). Competition Shapes Strategy.
Secker, R. (August 2002). 10 Key Sources of Competitive Data.
Stauffer, D. (2003). The Power of Competitive Intelligence.
Vessenes, P. (2003). Cash Is King, but Marketing Is Everything.