7/31/2019 49255326 Rolex Case Study

1/20

Presented By:

Shrey Nath Jha

Waqar Ali Khan

Shaino Zaidi

Rolex Case-Study

7/31/2019 49255326 Rolex Case Study

2/20

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 71stposition in 2007.

History

7/31/2019 49255326 Rolex Case Study

3/20

CompanysInnovation

It was the 1stwrist watch with an automatic

changing day and date on the dial.

The 1stwrist watch to show time zones at once.

The 1stwrist watch case water-proof

to 100mt (330 ft)

7/31/2019 49255326 Rolex Case Study

4/20

ProductModels

3

Oyster Perceptual

Oyster Professional

Cellini

7/31/2019 49255326 Rolex Case Study

5/20

UmbrellaBranding

Rolex GMT Master II gold and stainless steel

Rolex Daytona stainless steel

Rolex Sea Dweller Deep-sea with 3,900m depth rating Rolex Yacht-Master

Rolex Daytona chronograph stainless steel, white dial

7/31/2019 49255326 Rolex Case Study

6/20

Fighter Brand : TUDOR

Launched in 1946.

They were mid range watches.

Competitors were Tagheur, Citizen & Rado

7/31/2019 49255326 Rolex Case Study

7/20

PricingStrategy

Premium Pricing

Basic Price forOyster Perpetual$2,500 up to $2,00,000

Pricing Variances

$2000 up to $12000

7/31/2019 49255326 Rolex Case Study

8/20

Communication Strategy

Traditional Tool = Magazines

Modern Tool = Internet

7/31/2019 49255326 Rolex Case Study

9/20

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 companys

tenets of precision, style and success.

7/31/2019 49255326 Rolex Case Study

10/20

Sir Jackie Stewart

40th anniversary as a brand ambassador forRolex

Gold day date with a president bracelet

He had emerged as Britain's top car racing driver

One of the top five in the world

They see it as timeless. Timing is

everything in life.

7/31/2019 49255326 Rolex Case Study

11/20

Distribution Strategy

Earlier = Official Rolex Dealers

Later through Online as well

7/31/2019 49255326 Rolex Case Study

12/20

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.

AuthenticRolex Watches

7/31/2019 49255326 Rolex Case Study

13/20

The World

of

Rolex

Luxury Market

Wealth &

Travel

James Bond 007

Disposable Income

Luxury Invention

Prestige

Sports

Swiss Made

Corporate Success Symbol

7/31/2019 49255326 Rolex Case Study

14/20

BrandImage & Positioning

CUSTOMER KNOWLEDGE

ULTIMATE SOCIAL SYMBOL

BRAND LOGO CROWN

INNOVATIONS IN PRODUCT LINE

POWERFUL BRAND AMBASSADORS

SPORTS AND CULTURAL EVENTS

PHILANTHROPIC PROGRAMS

7/31/2019 49255326 Rolex Case Study

15/20

SWOTofRolex

7/31/2019 49255326 Rolex Case Study

16/20

STRENGTHS

QUALITY

COMMITMENT TO EXCELLENCE

REPUTATION

MANAGE DEMAND

SWISS MADE

MECHANICAL MOVEMENT

ADVERTISING

7/31/2019 49255326 Rolex Case Study

17/20

WEAKNESSES

STYLE LIMITATIONS

HIGH PRICE LIMITS MARKET

TECHNOLOGYIS NOT ACCURATE

7/31/2019 49255326 Rolex Case Study

18/20

THREATS

EXPANSION OF LUXURY BRANDS

MAINTAIN EXCLUSIVITYOF BRAND

DESIRABILITY DIMINISHED RELATIVE

TOOTHER LUXURY

BRANDS LOWER PRICE LEVELS

7/31/2019 49255326 Rolex Case Study

19/20

OPPORTUNITIES

Rolex ShouldIntroduce Separate Product Lines With

Different BrandIdentities Under The Rolex Umbrella

Introduce New Designs

Connect With Female Customers

Attack TheO

nline CounterfeitI

ndustryUnderstand The Younger Consumers Relate

To Luxury

Communicate Long Term Value

7/31/2019 49255326 Rolex Case Study

20/20

Thank You