By – Rohit chugh

11402278
MBA
DAV University
 1905 -Founded in London by manufactured a
Swiss making company in Bienne.
 1908 - The word ROLEX originate.
 1920 - Montres Rolex S.A. was registered in
Geneva.
 1926 - Creation of OYSTER.
 1945 – Creation of Datejust.
 To continue the long tradition of
excellence that the Rolex name
represents.
 To manufacture, distribute and
service high quality
wristwatches.
 Rolex has been the pre-eminent symbol of
perfection.
 “Crown" the First time a crown occurred is
Rolex oysters the first wristwatch.
A crown for every
achievement
 Educate the younger market on the value of
wristwatches.
 Create a social media strategy that will
encourage users to interact with the brand as
well as extend the message to a larger
audience.
 Promote the purchase of wrist watches as a
“reward” for key successes in a young man’s
life.
STRENGTHS WEAKNESSES

 Strong Brand  High switching cost

 Global brand awareness  Not accessible to all
 Extremely high –  Younger generation
quality view watches as
 Luxury(ultimate commodity not as status
aspiration of consumer)  Lack of
individuality(too many
produced in relation to
its peers).
OPPORTUNITIES THREAT

 Develop effective social  Recession

media campaign  Counterfeits
 Educate the younger
market so they will buy  High volume of
upstream later in life as production can lower
their salaries grow qualities
 Design and produce  High end competition
more limited additions  Low –end watches that
of version of watches in look similar
small quantities
 Cell phones
 Oyster:- First waterproof watch

 Datejust:- First watch have auto dating facility

or “automatic date”.

 Submariner:- First watch meant for divers

(water resistant to a depth of 100 meters)
Rolex wristwatch repeat to durability and luxury. They
try to make a good image to consumes and make people
look familiar with a brand value
Brand value :
 durability

 luxury

 price sell

 material

 Design

 old brand
 Current market
 Wealthy that are looking for high quality and
exclusivity consumer.
 About 22 years old up. but actually it depend
on your money support.
 The product is produced for those who like to
show off
 Rolex is an international brand of Swiss
watches that is valued all over the world with
over 50% of the market residing in the U.S ,
Hong Kong , China, France and Singapore.
 More than 22 years of age
 These are the young man who want to show off
their new found status.
 Product Line
Datejust >>> The classic watch
Date-day >>> The leader's watch
Daytona >>> The driver watch
Deepsea >>> The deep dive watch
Explorer >>> The explorer's watch
GMT-master ll >>> The pilot's watch
Milgauss >>> The Vissionariy's watch
Submariner >>> The Diver's watch
Yacht-master >>> The skipper's watch
 Super premium pricing policy
 High cost of production results in higher

pricing policies (profit because of its unique

design and the value of the finished product)
Labor costing is very high
The retail prices for different ranges
Diamond Inlay” are much higher.
GMT ice” the costliest watch priced at 485,350 $
the brand is available only at selected retail
showrooms

Rolex is a global brand with 28 affiliates &

4000 watchmakers in nearly 100 countries.
 Promotion/campaign strategy :-
Positioning
 High end luxury brand that is the ultimate
aspiration of customer
 Fashionable alternative to using a cell to tell
time
 Status symbol
 Traditional media
 Magazine Advertisement:- Men’s magazine.
 Billboards :- Major cities, mainly affluent area
to hit the large market.
 Ads at sporting meeting :-The sporting events
that young men attend including but not
limited to, hockey , football or basketball.
 Sponsorship of music concerts:- Rolex will
sponsor the concert which is popular with
target market
 Website :- A section of Rolex.com will be
developed that caters to the target market and
coveys the benefits and the values of the
wristwatches.
 Twitter:-An official Rolex account will be
created and verified.

 Face book:- An official page of Rolex will be

created and monitored by social media team.

 You tube :- An official you tube channel will

be established and include videos and
advertisement that cater the large market.
 Who:
 What:
 Where: From Retailers
 Why: due to Accuracy,Quality, Design, All
Proof
 When:
 Accuracy
 Quality
 Design
 To show other people that they are successful.
 In a desperate situation, a Rolex can be used as
collateral or even ransom since its value is well-
known.
 Online training for Servicing your Rolex
 Customization