Zesh Cole Marketing Plan

8/3/2019 Zesh Cole Marketing Plan

1/19

Click to edit Master subtitle style

Marketing Plan

Launching of the Luxury

watch brand: ZESH COLEin Brazil


2/19

Executive summary

A Swiss company named Zesh Cole Ltd.. is preparing tolaunch its first Male Wrist Watch store in the Indian market.

The primary marketing objective is to make consumers awareabout the new brand and its products and its unique features,which will result in achieving a bigger market share in watchindustry.


3/19

Company Overview

Zesh Cole Ltd.. is a Swiss watch-makingmanufacturer of high-quality, luxury wristwatches. Its Watches are regarded as statussymbol.

Type: Private held companyFounders : Zesh & Cole

Estd.: 15th November , 1920Headquarters: Geneva, SwitzerlandProducts : Wrist watches, AccessoriesRevenue: USD $ 1 billon

Website: www.zeshcole.com


4/19

Vision & Mission Statements

VISION

To be a world class, innovative andprogressive organization that creates

successful business based on a customercentric approach.

MISSION

Zesh Cole Ltd. is a watch company thatproduces wrist watches for sale inSwitzerland. The company will build itsimage as a quality watch first, and then


5/19

Watch Market

GLOBAL

Total Luxury marketsize

----$ 29.08 Billion.

Luxury Watches----Above $999


6/19

Increasing dominance of the BRIC (Brazil,Russia, India and China) markets in the luxury

watch industry (WorldWatchReport)


7/19

Value (R$million)

2006 2007 2008 2009 2010

Mechanical 273 299 323 329 345

Quartzanalogue

1,208 1,278 1,388 1,333 1,392

Quartzdigital

2,079 2,223 2,420 2,323 2,447

Total 3,559 3,800 4,130 3,984 4,194

Sales of watches in Brazil

The reference exchange rate for 2010 was USD1:BRL1.76.Source: Euromonitor

Four of the most notorious brands (Rolex,Omega, Tag Heuer and Cartier) collectivelyaccount for 90 per cent of demand, according to

Internet searches performed by Brazilianconsumers


8/19

Automatic integrated chronographIn house production

Remarkable mark in terms of precision,reliability and aesthetics.

Its a multi-functional watch:Day & Date

Navigation

Lighting feature

Sensor

Contemporary; sober yet sophisticateddesign

Benefits and Product features


9/19

HandcraftedPower and beauty

Latest technology.

Blend of style, performance and function.Innovation

Features that make Zesh Colea Masterpiece


10/19

-Cartier

-Omega

-Tag Heuer

-Rolex

-Rado

( as per WorldWatchReport)

Major Competitors.


11/19

STRENGTH

QualityHistory and Brand presence

Commitment to excellence

Manage Demand

Advertisement

Innovation

Excellent customer service

SWOT Analysis

WEAKNESS

High pricing aftertariffs and taxes.


12/19

SWOT Analysis: Conti

OPPORTUNITY

Maintain exclusivity

of the brand With a changingconsumer attitude,people like to possess

multiple watches fordifferent occasionsand events.

THREATS

Expensive

Entrants of newCompetitors Short fashion

life cycle


13/19

Objectives & IssuesFirst year objectives:

First year sales revenue is projected to be 10% of thewatch market industry. Investment to be made onadvertisements as it is very important for any kind of

newly launched company or product.

Second Year Objective:

However building brand image with constantly deliveringsuperior quality and reliability of the product, providing

proper functioning through the service centres to makethe customers feel privileged and satisfied.

.


14/19

To establish a well-regarded brand image.

Huge amount of capital is to be spent on differenttypes/modes of advertisements so that the companysname and product is well known to the customers.

Issues


15/19

Marketing Strategy

SEGMENTATION

Using the Geographic & Demographic variable Zesh Cole Ltd. will open its firststore in Rio de Janeiro which houses people with highest brand awareness andhighest disposable income.

DemographicsAge : 25-60 yearsSex : Males and FemalesIncome : above $450,000Employment : Entrepreneurs, celebrities, people in high positions in domestic andmulti-national companies.

PsychographicsHigh-income clients with high disposable incomes who are updated with fashionand buy luxury goods as status symbols.


16/19

Marketing StrategyTARGETING

Our target market belongs to upper class/elite class,Entrepreneurs, Corporate people and celebrities.

Target Customers: Customers who want to assert their statusthrough purchase and use of luxury fashion accessories.

POSITIONING

It will be positioned as a high fashion luxury watchbrand that has been worn by all celebrities and the

royalty for almost hundred years. It is a status symbol and will be seen in all leading

fashion magazines and portals in Brazil and theexclusive launch, with all leading actors, actressesand sportspersons will assert its niche presence.


17/19

PRODUCT

The classic collection of analogue and digital watcheswill be launched with the new seasons collection.

A line of accessories that includes bracelets for men willalso be launched.

PRICE

The pricing strategy will be to initially undercut our main

competitors by 10%, using a market penetrationstrategy. Then, pricing will be adjusted to be directlycompetitive with the other major competitors.

Pricing starts at1800$ whereas as the starting price forcompetitors is 2000$.

Marketing Mix


18/19

Marketing Mix conti

PLACE

Initially, Zesh Cole Ltd. willlaunch its exclusive store inRio de Janeiro in the VillageMall that houses some of

the leading luxury brandslike Chanel, Hermes,Carolina Harrera, Marc

Jacobs etc.

It will then open an outlet inSao Paolos multi-branddepartment store Daslu.

PROMOTION

Ricardo Izecson dos Santos


19/19

Technological advancements & innovations is changing the faceof the traditional watch market.

It will give faster and secured service, strong consumerunderstanding and as helped deliver world class products.

The companys access has acted as a strong value propositionfor the company, in offering innovative products to theconsumers.

Technological

Zesh Cole Marketing Plan

Documents

Transcript of Zesh Cole Marketing Plan