The Brief Analysis of the Marketing Management

| Raymond Weil, a European manufacturer of premium watches, is trying to compete in the U.S. market with other fine watch brands. Its corporate website contains the following notice: "RAYMOND WEIL products are sold by official dealers only. The RAYMOND WEIL International Guarantee is offered exclusively to consumers in possession of a watch purchased from an official dealer…." In the United States, Raymond Weil watches are not available in every jewelry or department store. For example, in large cities such as Boston, Washington, D.C., and San Francisco, there are only three retailers in each city that are official Raymond Weil dealers. Raymond Weil seems to be using:

3. These fashionable brand watches are known to be tough and this is the third reason why consumers obtain branded watches. It is a considerable aspect to be aware of

In the Jura Mountains village, Switzerland, George Edourd Piaget created the Earl brand in 1874. He sketched the first strokes of what, decades later, was to become an inimitable signature in the world of luxury and fine watchmaking (Piaget, 2016). Piaget began his work on his family farm and provided top of the line jewelry with his designs. His son Timothée assisted the company as George began to grow older, nonetheless, he still continued to carry on the tradition of quality watchmaking. It was 1943, when the brand was registered which helped shape the company into what it is today. If Piaget would have decided not to register the label, it would not have become as successful as it is. In 1957, the Manufacture introduced the famous ultra-thin

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

The Swatch Group established in 1983, a byproduct came in existence after the merger between Swiss watchmakers ASUAG and SSIH. Today anyone can identify a Swatch, which makes it very special and remarkably different from any other watch brands. This could be attributed to its unique design, versatility and most importantly being inexpensive Swiss made watch. The company’s watch catalogue is so grand that, there is a Swatch for everyone to be worn in any occasion. It is not just the market coverage, it breaths attitude, a way of life and emotion which is attached to it.

The watchmaking side capitalizes on the complementary positioning of its Houses: TAG Heuer’s international stature, Hublot’s strong dynamic of innovation, Zenith’s age-old savoir-faire and Dior’s creativity. In jewelry and high jewelry, the Houses of Bulgari, Chaumet and Fred employ their bold creativity and perfectly mastered savoir-faire to constantly surprise their customers and offer them the objects they desire.

The Swatch logo incorporates the swiss flag which signifies the country of the watchmaker. There are three main colours to the Swatch logo which are black, red and white. Those three colours are often seen as something important which should get your attention in a way it shows it’s dominance, excellence and powerful reputation. By studying the logo it incorporates a custom typeface which is simple and bold. The logo is powerful enough without making it to

The launch of the Apple Watch fits a similar mold. The concept of the “smartwatch” had existed long before Apple introduced it, from the very early forays of wearable manufacturers Fitbit and Pebble, to later Android Wear products like the Samsung Gear and the Motorola 360.

as watches with style, class, flair and quality. In these days of mass produced generic watches that tend

7 (Ziglar, Chronocentric: Beginner's Gudie to Major Watch Brands)Still based on our perceptual map, we can see that Rolex has an average luxury level and degree of innovativeness. Rolex is a competitor of Patek Philippe but Patek Philippe is not a competitor of Rolex. This is because Rolex has a strong awareness and sometimes wealthy customers are more attracted to buying a Rolex because they don’t feel the need to buy watches as costly as Patek Philippe.

They have started expanding the watch industry. They are able to find in Africa, Asia, Europe, Latin America, Middle East, North America and Oceania.

This new novelty beams messages and updates from the more popular social media sites such as Facebook. It mitigates the need to regularly check other mobile devices for notifications as they come right to the watch.

The differentiating feature of Rolex is its quality combined with its brand image. Rolex targets a smaller market which can pay a premium for a luxury watch. Rolex follows focused differentiation strategy. While other brands in the market focus toward a specific customer segment, Rolex’s strategy is concerned about the unique attributes of its watches. Higher value proposition created from these unique aspects allows for a higher price for the Rolex watches.

Marketing is selling the product goods and service by knowing the needs and wants of the customer and consumer (Kotler P, 2009). Marketing Management expertise has capable of knowing the change of an organisation to manage both the internal and external challenges of environment (Cant M C, et al, 2009). A company needs to classify the customer needs and identifies the demand of the supplying

Swatch spent approximately 30% of the retail price of its watches on advertising as its marketing plan. This was about two times high compared with the industry average. They also were able to use unique marketing events and advertising schemes to promote Swatch, emphasizing on below-the line activities. It also had decentralized marketing and centralized manufacturing systems.