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    Rolex Case-Study: Presented by

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    Shrey Jha

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    Rolex Case-Study: Presented by

    Uploaded by

    Shrey Jha
    3K views20 pages

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    Rolex Case-Study

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    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    3K views20 pages

    Rolex Case-Study: Presented by

    Uploaded by

    Shrey Jha

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    Rolex Case-Study

    Presented By:
    Shrey Nath Jha
    Waqar Ali Khan
    Shaino Zaidi
    History

    Founded in 1905 by Hans Wilsdorf and Davis in


    London
    HQ at Geneva Switzerland.

    Rolex is the high quality luxury wrist watches

    Business Week magazine ranked Rolex


    at 71st position in 2007.
    Company’s Innovation

    It was the 1st wrist watch with an automatic


    changing day and date on the dial.

    The 1st wrist watch to show time zones at once.

    The 1st wrist watch case water-proof


    to 100mt (330 ft)
    Product Models

    Oyster Perceptual

    3 Oyster Professional

    Cellini
    Umbrella Branding

    Rolex Daytona stainless steel

    Rolex Daytona chronograph stainless steel, white dial


    Rolex GMT Master II gold and stainless steel

    Rolex Yacht-Master
    Rolex Sea Dweller Deep-sea with 3,900m depth rating
    Fighter Brand : “TUDOR”
    Launched in 1946.

    They were mid range watches.

    Competitors were Tagheur, Citizen & Rado


    Pricing Strategy
    Premium Pricing

    Basic Price for Oyster Perpetual


    $2,500 up to $2,00,000

    Pricing Variances
    $2000 up to $12000
    Communication Strategy

    Traditional Tool = Magazines

    Modern Tool = Internet


    Rolex Brand Ambassador
    Celebrity who uses their public image to promote the
    Rolex brand

    To increase the visibility and desirability of rolex

     Extremely talented people from a


    broad spectrum of professional pursuits.

    The ultimate goal of the program from a business


    standpoint is to find and commend
    professionals and pioneers who reflect the Rolex company’s
    tenets of precision, style and success.
    Sir Jackie Stewart

    40th anniversary as a brand ambassador for Rolex

    He had emerged as Britain's top car racing driver

     One of the top five in the world

    Gold day date with a president bracelet

    “They see it as timeless. Timing is


    everything in life.”
    Distribution Strategy

    Earlier = Official Rolex Dealers

    Later through Online as well


    Authentic Rolex Watches

    Prestige watches are everywhere it seems, but none is


    more connected to status and success than authentic
    Rolex watches

    Attention to detailing
    Limited production of watches.
    Investment value besides their
     good looks and styling
    -their value was double the original cost.
    Corporate Success Symbol

    Swiss Made
    Luxury Market

    The World
    Prestige
    of Wealth &
    Sports
    Rolex Travel

    Luxury Invention James Bond 007

    Disposable Income
    Brand Image & Positioning
    CUSTOMER KNOWLEDGE
    ULTIMATE SOCIAL SYMBOL
    BRAND LOGO – CROWN
    INNOVATIONS IN PRODUCT LINE
    POWERFUL BRAND AMBASSADORS
    SPORTS AND CULTURAL EVENTS
    PHILANTHROPIC PROGRAMS
    SWOT of “Rolex”
    STRENGTHS

    •QUALITY
    •COMMITMENT TO EXCELLENCE
    •REPUTATION
    •MANAGE DEMAND
    •SWISS MADE
    •MECHANICAL MOVEMENT
    •ADVERTISING
    WEAKNESSES

    •STYLE LIMITATIONS

    •HIGH PRICE LIMITS MARKET

    •TECHNOLOGY IS NOT ACCURATE


    THREATS

    •EXPANSION OF LUXURY BRANDS

    •MAINTAIN EXCLUSIVITY OF BRAND

    •DESIRABILITY DIMINISHED RELATIVE


    TO OTHER LUXURY

    •BRANDS LOWER PRICE LEVELS


    OPPORTUNITIES
    •Introduce New Designs
    •Connect With Female Customers
    •Attack The Online Counterfeit Industry
    •Understand The Younger Consumers Relate
    To Luxury
    •Communicate Long Term Value
    •Rolex Should Introduce Separate Product Lines With
    Different Brand Identities Under The Rolex Umbrella
    Thank You…

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