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Creative Brief

Client:
Project:

Rolex

To Reinforce the Rolex Pink Gold Oyster Collections superior technology leading in luxury and to sell 100 pieces in Mumbai.

Price Range:
3.5 lacs onwards

Global Market Overview:


There's a secret war going on online in the luxury watch market, a battle for territory and brand notoriety where clientele and reputation are at stake and the competition is fierce. The global watch market is dominated by Swiss manufacturers. The three leading Swiss companies are Swatch Group, Richemont and Rolex, representing the largest share in the global watch market. The undeniable push to gain new territory in Europe According to a report, Rolex's vast empire is confirmed by its dominance in all 5 markets studied. The numbers prove that dethroning this King is quasi impossible. For the 12 luxury watch brands selected for the study, Rolex racks up over 60% of demand in the top 10 online searches for specific models. However, a daunting challenger to the King is emerging in Europe. This fierce opponent is Breitling, and the battlefield will be on French soil. And that's not the only news. The study shows that the US dominates online demand, with 73% of total searches for the 12 luxury brands emanating from this market. Back home in Europe, the results are more unexpected. The WorldWatchReport reveals that Italy ranks 2nd behind the United States in overall search volume relating to these brands, even exceeding search demand in 4th placed Germany by 215%. But success in the US does not necessarily guarantee loyalty on the home front. TAG Heuer ranks an outstanding number two in search volume in the dominant US online market, weighing in with over 1 million searches. Despite this branding success, TAG Heuer does not even place into the ranking of top 10 model-specific searches. Could it be the flipside of strong brand-focused advertising campaigns showcasing high profile ambassadors like Brad Pitt and Shah Rukh? Notwithstanding their laudable US positioning, TAG Heuer only ranks 7th in Italy, the number one European market for online search. Even Longines has gained considerable ground on Italian soil, claiming 4th place with three times the volume of home-grown Bulgari. However, when US figures are analyzed Longines only arrives on the scene in 7th position, claiming a mere 25% advance on the Italian brand. Italy and the UK pushing forward, Germany and France need to regroup. In Italy, Cartier boasts an enviable 3rd place following powerhouse Omega. However, their shocking setback occurs in France, the market par excellence for luxury goods, where

beloved Cartier fails to pull together even half of the online search demand of TAG Heuer or Omega. On the other hand, Breitling, the impressive challenger to Rolex in this market, is victorious in claiming 70% of the volume subscribed to the watch industry King. The French online market is a great disappointment. It reports a little more than onethird the volume of Italy and the UK, while Germany accounts for less than half. Only time will tell how the luxury brands will respond to these shifts in online demand, the growth of Internet penetration and the ever-evolving replica phenomenon in these markets.

Emerging Market Trends:


Traditionally considered a male domain, women are also driving up sales now. Luxury watch makers are trying their best to design the female equivalent of their most popular watch models. Another notable trend is the integration of new technology and the use of unconventional materials in luxury watches. Also all major brands are raising their price level by repositioning of their products. Luxury watch brands are competing amongst themselves for leadership in delivering the most innovative piece. Watch brands are taking advantage of new technologies such as robots and hi-tech coatings. New materials, such as titanium and ceramics, are also being used in watch designs. A notable trend is retailers asking fashion brands to design special watches exclusively for their stores. At present, Swiss-made watches are completely dominating the worldwide luxury watch market contributing almost 100 percent share. These watches are exported to most of the developed countries. However, rising incomes in emerging markets have led to a new category of affluent young professionals with high purchasing power. These countries have become a potential opportunity for ultra expensive watch manufacturers. Major luxury watch companies are trying to tighten the requirements by which watches qualify as Swiss-made. Smaller companies view this move as an attempt to force them out of market.

The Indian Market for Luxury Watch Brands:


Rising incomes and a burgeoning middle class have thrown up a new category of affluent young professionals, managers and executives with tremendous purchasing power and this is attracting manufacturers of ultra expensive watches to India.

India's luxury watch market is growing at a robust 25-30 percent every year and big international names like Rado, Omega, Longines, Rolex, Tissot, Christian Dior and many more are already a hit among Indian watch lovers. Even Indian brands like Timex and Titan that have been traditionally attracting domestic customers have joined the bandwagon and today offer premium and luxury watches under the Xylus and Nebula brands respectively. Various guesstimates place the size of the Indian luxury watch market - timepieces worth Rs.20,000 and above - at Rs.7.5 billion ($170 million).Customers have enough money to splurge on luxury watches. Swiss brand Tag Heuer, a well-known name for sports chronographs is marketing watches that start at Rs.40,000 and go up to Rs.200,000. They also make watches that cost Rs.25 million, but there are no plans as yet to introduce these in the Indian market. Omega, another big brand that caters to the crme de la crme believes there is a niche market for luxury watches, but there is always scope for improvement. India is neck-and-neck with China and Japan in terms of demand in the Asian region. One thing that is common to all the international brands is that they have a wellknown Bollywood face as their brand ambassadors. If Omega has actor Abhishek Bachchan, Tag Heuer has Shah Rukh Khan, while Rado has model-turned-actor Lisa Ray. Why is this so? Cause Bollywood has a great influence on everyone. People try to emote to actors in every sense. Brand recognition is very important in brand promotion and known faces give your brand instant recognition. Though luxury watches cater to high-end clients, many young professionals also aspire for them. With luxury watches, you are making a statement about your emotions and values. There is always a sense of security associated with brands. Rolex is still in the process of discovering India though it does not plan to have a pan India presence. The current outlets help meet the present demand. 2009 is going to be a year of struggle. Rolex, as a company, has not achieved saturation in India yet there is a lot of scope to grow. The company doesn't see sufficient market share in India for it to set up its manufacturing unit here in the near future. At present, the company sources its products from Geneva. The overall luxury segment is expected to grow by 25 to 30 per cent this year and Rolex hopes to grow in a similar fashion, with its Pink Gold Oyster Collection.

Purpose of Our Ad
To reinforce the oyster collections superior technology leading in luxury and thus create demand for the product, helping to sell 100 pieces in the financial year ahead.

Our Target audience is a combination of:


1) White Collared CEO Of MNC's 2) Business people-Real Money who buy for status, tag, luxury and lifestyle. 3) New Age Businessmen (the ideal) Demographics Region: India, urban population Occupation: Chairman of a company + An advertising professional. Gender: Male Religion: Insignificant SEC: B+, A and A+ and B

Behavioral This guy is not someone who looks for flash value. He buys a watch for rational reasons, not because of its flamboyance. He believes in understated luxury. At the same time we are also looking at those who have a preference for Rolex as a brand. It gives them a platform to subtly define their personality and the way they feel.

Our Insight
I Dont Announce, I State my Presence

Supporting rational and emotional 'reasons to act or believe


Emotional:

The Pink and Gold Oyster Collection reflects the status and wealth associated with the person wearing it, however this person does not flaunt the above, he believes that theres a certain amount of superiority that dwells within him, and a Rolex will only add to that appeal. We want them to believe in the power that lies within them. We want them to know that we acknowledge the fact that they have strong identities and a flavor for things that are exquisite. The Rolex Pink and Gold Oyster Collection taps on this quality and act as a channel to highlight the watchs exceptional features. Rationale: The Oyster Collection features smoother lines and enhanced dials. Self-winding, this classic Rolex watch is waterproof to 100 meters/330 feet. Rolex uses 904L steel for its steel watch cases. A super alloy, 904L is extremely tough and highly polishable.

Our communication strategy


We would concentrate only on The Print Medium like business magazines and newspapers Eg.BusinessWorld, Business Today, Outlook India, The Economic Times, DNA Money etc.

Key Consumer Benefits


Proposition: It enhances the luxury within me.by providing high quality product. Support: The Oyster Collection features smoother lines and enhanced dials. Selfwinding, this classic Rolex watch is waterproof to 100 meters/330 feet. Rolex uses 904L steel for its steel watch cases. A super alloy, 904L is extremely tough and highly polishable.

Tone of Our Ads:


We want to stay away from any loud expression of the brands presence; hence we stick to using a warm color scheme in the entire print campaign. We want to urge our potential customers to buy our product not force them....because they believe that when Rolex launches something new, its got to be exclusive and grand!

Competitive Positioning:
Rolex has many competitors in its field. But highlighting the quality of our products, overall attention to detail and breakthrough branding and positioning efforts will separate Rolex from its competition. Attention to overall marketing strategy will also help to differentiate Rolex in the industry eye. Our major competitors are: Timex, Movado, Longines, Rado, Mont Blanc, Swatch who sell their luxury line in the same price range. A few examples are: Tag Heuer: Known for having number of patents in Watch making. Since years they produce watches that constantly push back the frontiers of precision, reliability and aesthetics. Titan: Titan watches have stood the test of time for their perfection, exclusivity, innovativeness and quality. The brand is also positioned as being known for its commitment and obsession towards perfection, quality, innovativeness, setting new trends and market leadership. Swatch: fun and trendy Christian Dior: It is symbol of beauty, seduction and femininity. Christian Dior has been admired for its elegance and sophistication