ADVERTISING

FC-VI



PRITI CHOUDHARY (M/FC/11/20)
RASHMI SHANKAR (M/FC/11/22)
SAMIKSHA RAJ (M/FC/11/24)
SNEHA (M/FC/11/28)
ABOUT ROLEX
Founded in 1905 by two Germans,
Hans Wilsdorf Alfred Davis.
Started as Wilsdorf & Davis; later
became Rolex Watch Company
Originally imported Hermann Aegler's
Swiss movements to England and
placed them in quality cases made by
Dennison and others.
These early wristwatches were then
sold to jewelers, who then put their
own names on the dial.
Earliest watches from the firm of
Wilsdorf and Davis are usually marked
"W&D" - inside the case back only.
Hans Wilsdorf- Founder, Rolex
Registered the trademark name "Rolex" in La Chaux-de-Fonds, Switzerland
in 1908.
Moved out of the United Kingdom in 1912 and since then headquartered in
Geneva, Switzerland; owns facilities in other cities (Bienne, etc) and
continents (North America, Asia, Australia, etc) too.
The name Rolex- officially registered on 15 November, 1915.
Company name officially changed to the Rolex Watch Company during
1919.
Later changed to Montres Rolex, SA and finally Rolex, SA.
Rolex SA- originally funded by Hans Wilsdorf and the Aegler family.
According to foundation documentation, the Rolex SA company can never
be sold, nor traded on any stock market.

Logo- Rolex
UNIQUE SELLING PROPOSITION
Swiss manufacturer
Mechanical wristwatches
Known for dependability, prestige, and cost (from a few thousand to more
than one hundred thousand U.S. dollars).
Considered a status symbol by many.
SEGMENTATION AND TARGET MARKET
Usually associated with the core components of creativity, exclusivity,
craftsmanship, precision, innovation and high quality; according to which
they choose a market segment.
Rolex has chosen a market segment to target based on consumers income.
The watches are affordable only to a small section of the society
Such a form of segmentation effective because it helps the brand target
expensive merchandise to a specific group of people who have the
purchasing power to buy them.
Target market- rich, wealthy people; Businesspeople, celebrities,
sportsmen/athletes, astronauts, deep sea divers and alpinists
Has a target market which is ageing; most Rolex wearers are well above
the age of 50.



Positioned itself as the traditional
watchmaker, who makes watches with
unmatchable quality and
craftsmanship; not dynamic and
unchanged with time.
Competitors cash in on the absence of
a luxury watches provider for the
younger generation, who due to a shift
in the societys social structure, can
afford luxury goods at an earlier point
in their lives as compared to their
predecessors.
Brands like Omega perceived as more
stylish, economical, hence, the most
sought after choice by the younger
generation.
The younger generation sees Rolex as
an older status symbol; the choice of
their parents and elders.
ROLEX- PREVIOUS ADVERTISEMENTS AND
CAMPAIGNS
Focuses on events that attract the type of
demographic that has the desire and ability to
purchase a watch from $5,000 to $100,000.
For instance, the Rolex Sports Car Series and the
Rolex 24 Hours at Daytona both attract not only
race fans but sports car owners that spend large
amounts of money to run vehicles in the series and
so are perfect advertising opportunities for Rolex.
Also advertises during golf tournaments and
yachting events that attract patrons who can afford to
purchase an item like an expensive watch.
Does not use many of the channels of mainstream
advertising such as national television and radio
advertisements that are not targeted to their market.
The 15 pages Rolex ad in
Vanity Fair
Commercials convey prestige and wealth
by displaying images of large yachts and
race cars racing.
Main message- Rolex purchasers are
wealthy, attractive, active, and lead
interesting lives.
Image portrayed- Rolex as a statement
and reward for success.
Magazines feature many Rolex ads as full
page ads or centre spreads. The July 2013
edition of Vanity Fair magazine had 15 of
its pages dedicated to Rolex new Rolex
and Icons ads.


Highest advertising budget of all watch brands. For magazines like TIME
and NEWSWEEK, most expensive advertisement space goes to Rolex.
A major segment of advertising budget in YouTube, thus opening up avenues
for internet advertising campaigns.
To promote its 2012 collection, rolled out an iPad app.
App mainly features: the Oyster Perpetual Sky-Dweller; also offers content
and interaction for most popular models including the Yacht-Master and
Submariner; available for free in Apples App Store and developed in-house
by Rolex SA.

Few old ads- Rolex

For the 2013 campaign, Rolex highlighted the passion and quest for
excellence of its six ambassadors from various disciplines.
Passion, artistic flair and perfection are what these six ambassadors have in
common, being as beautiful as they are talented, dressed in white or black,
together to discuss Rolex's latest creation.
Ana Ivanovic, Anoushka Shankar, Caroline Wozniacki, Lindsey Vonn, Yuja
Wang and Zara Phillips: Rolex called on three brunettes and three blondes,
six gorgeous girls as an embodiment of the brand's values.
Rolex in this ad campaign explored the subject of perfection, via their
remarkable personalities.
Magazines which featured this campaign: Amica-June 2013, Elle-February,
July & August 2013, Tatler-August 2013, Vogue- May, June & August 2013,
Vanity Fair- March 2013, Fairlady- August 2013 and Interview- August
2013.
2013 Campaign
Rolex Class is Forever Campaign.
From 2007-2009, Carmen Dell
Orefice top haute couture model
was the face for all Rolex ads.
Rolex and Icons campaign:
Highlighting Rolex Innovators
and Wearers (2013)
Rolex launched a smart new video
promotional campaign called "Rolex And
Icons, particularly for the social media/
internet advertising.
About 30 seconds long each, the videos have
that distinct sharp sounding Rolex writing
and slick production value.
The message is "this guy was famous and
influential, and he wore a Rolex."
A non-product related campaign with little or
no discussion about current Rolex watches.
Features a host of icons who have changed
the world including: Marlon Brando, Maria
Callas, James Cameron, Sir Winston
Churchill, Robert De Niro, Placido Domingo,
Dwight Eisenhower, Roger Federer, Sir
Edmund Hillary & Tenzing Norgay, Martin
Luther King, Jr., Daniel Libeskind, Sophia
Loren, Arnold Palmer, Pablo Picasso, Elvis
Presley, Martin Scorsese, Sir Jackie Stewart,
Andy Warhol, and Tiger Woods
The slogan for the Rolex and Icons campaign is It doesnt just tell time. It
tells history. In the commercial that aired during the US Open, Jack Nicklaus,
one of the greatest golfers of all time, walks through a hall full of many of the
greatest moments golf has ever seen, and Rolex has been a part of many of
them.
Rolex and golf are the perfect pairing because they both place an emphasis on
tradition. While Rolex does introduce new models, the designs are always
classic and elegant. Golf is very similar. While rules do have to be updated
every now and then, golf has not changed too much.


NEW AD CAMPAIGN
NEED FOR A NEW CAMPAIGN
Similar campaign since a long time; hasnt really changed a lot since its
inception
Brands marketing strategy keeps getting marginally altered to still
highlight the exclusivity, quality and craftsmanship of a Rolex watch.
This, coupled with the rise in the age of the average Rolex customer, has
led to the brand being considered old, traditional and conservative.
Today, many newer brands like Omega, are capturing the market share
which was earlier exclusively enjoyed by Rolex.
Hence there is an immediate need to change the marketing strategy and
campaign to create the image of a brand which is traditional, as well as
contemporary and attract the younger generation of luxury watch wearers.
The new campaign would go up against newer brands like Omega, which
are cheaper and are perceived as trendier and more stylish as compared to
Rolex.

NEW TARGET AUDIENCE
The target audience for the new campaign would be the younger generation
of upper middle class and rich people who can afford luxury watches.
The new target market would not only contain existing loyal customers of
the brand, but also target those who wear watches by the brands
competitors which are more stylish and contemporary.
Hence, wealthy people in the age group 35-60 who can afford and have a
penchant for luxury watches would be targeted as part of the new
marketing campaign.
THANK YOU!