Legends

Made by

李平章 黄耀宗Li Ping Zhang Ng Yew Chong

Brief of

Rolex1906 Founded by Hans Wilsdof

1926 First Waterproof Watch/Oyster

1950s Professional Series

1980s Deepsea Series

Self-actualizatio

n

Esteem needs

Love and belonging needs

Safety needs

Physiological needs

Competition Analysis

Esteem NeedsBasic spirit of luxury products

Needs to be fulfilled

Competition AnalysisNarrow Sense View ： HorologyBroad Sense View ： Luxuries

Competition AnalysisRolex

Timekeeper

Luxury （ Autos/Clothing/etc. ）

Anything that fulfills customer needs (Awards /etc.)

Competition Analysis

China Timekeeper Market

Competition Analysis

4 Monopoly Groups

SwatchRolexLVMHVendome

OmegaRolexTag-HeuerCartier

Market Share in China

25%

11%

6%

11%3%

44% OmegaLonginesRolexTag-HeuerTutorElse

Market Share in China

1995 2000 2005 20120%

10%

20%

30%

40%

50%

60%

RolexTissotTag-HeuerCartierOmegaTutorLongines

Market Share Worldwide

18%

8%

21%

6%4%

55%

OmegaLonginesRolexTag-HeuerTutorElse

Europa ： 27%North America:18%Latin America: 14%Africa: 2%Asia-Pacific:39%(China:12%)

Luxury Marketing Condition in China

China Luxury Market

2010 2011 20120

20

40

60

80

100

120

140

160

180

64

85

120

170

Growth rate

Growth rate

2013e

China Luxury Market

Timeke

eper

jewelry

Cosmetics

Clothing

Fur/l

eatherw

are

Glasse

s0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

00.20.40.60.811.21.41.61.82

87.10%76.90%

84.30%91.50%

82.50%

62.40%

1.84 1.73 0.54 1.18 0.96 0.69

Buying RateAvg. Cost

China Luxury Market

1980 1990 2000 2010

5045

42.537.5

46.5 47.3 4743.5

China USAvg. Age of Luxury Consumers

China Luxury Market

In Brief

Marketing Opportunity ： Conversion from other categories New Rich Generation

Distribution

Producer-Retailer

• Franchised store:5

Producer-Vendor-Retailer• Shops by vendor:61

IWC Tag-Heuer Longines Omega Swatch

18 22 14 32 9

46 80 63 112 75

Distribution

Custom-made （ USD100000

above ）Greenwich

series （ USD20000 above ）

Oyster series （ USD10000 above ）

Lower class （ USD 5000 above ）

5%

61%

28%

6%

Sales in China

CustomGreenwichOysterLower

Marketing

Rolex’s

Achilles’ Ankle

Marketing

Earliest but the laziest Awful Public RelationsLack of Advertising AttacksShop numbersPromotion

Marketing

4P Theory

Price: 15% Higher than its same-level competitors

Place: Shops in metropolis

Product: top level, but crushed by Omega

Promotion: Every year’s sales

土豪Tu Hao

ネットの浪費家 Hillbilly Millionaire Arriviste

Marketing

“Made in China”

2000-2010

Over 400000 pirate Rolex copies in China

MarketingCompetitor: Omega

Spokesman: 章子怡CM （ TVC ）： 4CMs

2012-2013 Ad Campaign26TVs ， including CCTVDM on 11 Newspapers

豪仕造时势慧者潜锋芒

Marketing

Competitor: Tag Heuer

2007-2012 Newly-open Shops(including vendors) 41

CM(TVC) in 20123 CMs IMC——Online Ads/Promotion/DM/etc.

陈道明

Brave Man FightsWise Man Hides

Marketing

Rolex’s Public Relations 2012-2013

Marketing

Daytona Explorer

Date Just Bubble backDog

？

Cash Cow

Star

Marketing• Quality• Tradition• Brand Awareness

• Distribution & Delivery

• Contacting point• Advertising & PB

• Competitor’s plan• Brand Image’s

threatens by opponents

• Rise of Middle Class• The lower trend of

luxury consumer

Strength Weakness

ThreatenOpportunity

MarketingSTP Model

25-35 35-40 40-45 45-50+

Merchant Scholar Politician Mid-Class

1st 2nd 3rd 4th

Eastern Western

MarketingSTP Model

TargetLife Experience

40-45

Mid-Class

Capability on Shopping/Concept2nd Cities

Western

MarketingSTP Model

Positioning:For those who-Want their esteem needs to be fulfilledWant to be elegant by wearing a timekeeperWant to chase high quality of their luxuriesWant to retrace their dreams

Rolex : the best choice to keep your dreams. with best quality , as always

謝謝！ありがとう！감사합니다！

Thank You！Merci Beaucoup！

Gracias！