Case Purpose A New Brand Positioning Strategy Of Omega

This marketing plan lays the foundations on which to build a solid and successful entry and entail a marketing campaign promoting core brand attributes and aligning them with our target market. To keep the plan on track specific objectives have been created to guide all strategic decisions. The objectives are divided into marketing and financial objectives

Another challenge for Louis Vuitton is the market and brand dilution as it has already entered and successfully fit in the Japanese market. The products have already maintained the “acceptable” group, and the company has become to feel difficult to increase the revenue. The figure provided in the case showed that nearly half of the Japanese have Louis Vuitton-monogrammed items by the time of 2007. This seemed to make LV prevalent but not luxury any more. To maintain its brand image, it is

In 1837, a man named Charles Lewis Tiffany founded the company Tiffany, but it was not until 1853 when the same man decided to rename the company Tiffany & Co. and make the switch from being a company that sold stationary objects, to a company that focused on the creation and distribution of luxury jewelry (Agrawal). Since the reconfiguration of the company, and over 150 years later, Tiffany & Co. has transformed from a regular retailor like the well-known Macys, JcPenney’s and Kohl’s, which all offer jewelry for sale, to a distinguished brand that is the leader of the specialty jewelry industry (Tiffany). The quest to becoming such an iconic brand, can be linked to the market structure in which Tiffany & Co. encompasses and how the company surpassed its competitors, maneuvered through the entry barriers, established market power and differentiated its standardized products to its consumers. However, before analyzing the market structure in which they reside one must understand all of the market structures.

According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

This project intends to comparison of the stores of Swatch & Tissot watches. In the 1st stage of the project report the importance of branding in luxury retailing with specific reference to the watch I industry have discussed.

Brand equity and positioning are integral parts of any marketing campaign. Any product or service needs to provide value to its customers in order to be successful. A personal interview and research reveal information about the Quaker Oats brand, how it created equity and its position in the market. Having a solid foundation and keeping up with changes in trends and society are the keys to a successful brand.

In essence, branding is all about differentiation and consistency. It always has been able to effectively establish an emotional relationship with customers. They compete with each other with the quality of watches that they make for example; Rolex provides a variety of choice for their customers and provides their wants and desires. This includes; by making their watches handcrafted, and putting diamonds into their watches to make it more luxurious etc. Another way for them competing is level of service provided. If a customer comes to Rolex they will ensure that they provide insurance and great level of customer service. This will increase repeat-purchase and brand loyalty among their customers. Rolex is considered untouchable in its position as the world’s leading luxury watch brand both in terms of industry prestige and its

1. Summary statement of the problem: Church & Dwight Co. Inc. is a 160 years old company that has been working to build a market share on a brand name that is rarely associated with its name. In spite of having this status in the eye of consumers its product can still be found among several consumer products in 95% of all U.S. households. Because of its rapid growth brought by its several acquisitions it is now facing new challenges. It must now rationalize the firms expanded consumer products portfolio of 80 brands into the existing corporate structure while continuously seeking new opportunity for growth. Another issue that is evident is

team designed watches with focused distribution in specialty surf, skate, snow, and fashion stores. It

Luxottica Group are the world’s largest eyewear company, based in Milan, Italy. Their long-term corporate strategy is to create the best possible eyewear to satisfy its clients, and expand their market share by growing its various businesses, whether organically or through acquisitions1. The Company will continue to focus on the following strategic pillars: vertical integration, design and technological innovation, brand portfolio management, market expansion, financial discipline and the development of talented and committed employees1. Building strong brands that create enduring relationships with consumers is key to how Luxottica plans to sustain its business in the future.

What is interesting in this market is that there are no clear leaders. Even though each company’s goal is to make the more profit as possible, we can’t define any leader since they have different strategies and objectives.8 [ (Tower) ] For example, Patek Philippe’s core ideology is to have the most prestigious brand and to make the most expensive watch as possible, and target the most prestigious people which is a really niche market. In comparison, Rolex’s purpose is to be a more accessible luxury brand and make the most sales as possible. It is difficult to compare them in terms of success, Rolex sells more but Patek has a much higher reputation.

On the first meeting at the board room, we announced our brand identity as luxury represented on our flagship model TX7. Although it was the most expensive and luxury model among us and other competitors, we found a success in the market with market share growth from 1% to 2.5% as shown in Figure 1. Most successful business takes time to build a reputation in the market, even more for the luxury market (Luxury brand management, 2008). TX7

In September 2004, Philips launched its “sense and simplicity” brand promise, that showed Philips’ commitment to be market-driven, by trying to meet the needs of the customer and the desire to bring to the market new, appealing and interesting products, which are also simple to use.

The international marketing is enhanced by the need of understanding the similarities and the differences of the markets in different countries. Therefore, to be able to create a strong competitive advantage, it is required to keep in mind how important it is to have the right brand positioning in mind.