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Zenith Digital Strategy Renovation (HEC Paris)

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HEC Paris Challenge: take an existing brand and renovate it's digital strategy. The iconic Zenith watch brand was chosen and it's strategy renovated using innovations on web, mobile and social.

HEC Paris Challenge: take an existing brand and renovate it's digital strategy. The iconic Zenith watch brand was chosen and it's strategy renovated using innovations on web, mobile and social.

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  • Zenith is the only Swiss watchmaker to produce chronographs without outsourcing the movement, and to design and manufacture a complete line of mechanical movements and chronographs.Amongst these is the legendary El Primero. Launched in 1969, it is the first integrated automatic chronograph movement in the history of watchmaking.Heir to the finest Swiss watchmaking tradition, Zenith perpetuates it through a time-honored commitment to precision and quality. Today, more avid than ever for innovation and modernity, it is rising again, like a Phoenix, to hang its legendary star alongside those of the most prestigious watchmakers. long reputation for the quality and precision of their watches, with 1,565 1st-place precision awards to dateone of few remaining Swiss watch manufacturers that still produce their own movements in-houseevery range of price with best qualityOne of the most awarded brands in history80% revenue from machanical watchesBuilding a tourbillon is one of the most difficult exercises in watchmaking and today the number of manufacturers able to produce this mechanism can be counted on the fingers of one hand.
  • 2010: zenith launches el primero striking 10th, the calibre that measures and displays 1/10ths of a second2000: zenith joins LVMH1969: birth of el primero, the world’s most precise series-produced movement and the only one to beat at 10 vibrations per second1911: the manufacturer is renamed zenith, in reference to the highest point of the path of a heavenly body1899: creates the first pocket chronograph1865: founding of the georgesfavre-jacot manufactureluxury Swiss watch manufacture started in 1865 by Georges Favre-Jacot at the age of 22, in Le Locle in the canton of NeuchâtelEl Primero calibre, which was first released in 1969, though still produced today, was one of the first automatic chronograph movements and has a frequency of 36,000 alternations per hour (5 Hz). This high rate allows a resolution of 1/10 of a second and a potential for greater positional accuracy over the more common standard frequency of 28,800 alternations per hour (4 Hz)
  • WebsiteNo E-commercePlain, lacks inspirationFacebook129,000Tone: friendly, neutral, casualPhotos, PR eventsYouTube38 videos534 subscribers200,000 video viewsPR events, sponsorship, watchmakingMobile Ap
  • 2012: RedBullThat was certainly part of the reason for MrDufour’s decision to back Mr Baumgartner. “When I joined the company in 2009, I was looking for something that had never been done before in the watch industry, which is quite challenging because watch houses have tried almost everything,” he says.Taking the risk gave MrDufour a chance to introduce what he calls “the pioneering spirit of the brand” to a new audience.“Zenith is coming from quite far away – we have been on the side of the road for so long,” he says. “We’re well known among aficionados, but not so well known among people with the potential to buy a nice watch. What I need to do now is explain our spirit to a larger group of people.
  • “Zenith is coming from quite far away – we have been on the side of the road for so long” – Zenith CEO Lack meaning – brand only known by the aficionadosStrategy:Reposition the brand by working on the product itself => decreasing the number of SKU’sOffer the best quality at the best possible price considering that Zenith sells manufacturing productsBuilding on the famous El Primero timepieceChallenges: increase awareness & build brand contentAdditional notes:Watch brands are signing more and more sponsorship deals in order to raise their profile, encouraging some to engage in higher risk partnerships with “extreme” or “high-octane” ambassadors and events to achieve that all-important breakthrough
  • Zenith is the only Swiss watchmaker to produce chronographs without outsourcing the movement, and to design and manufacture a complete line of mechanical movements and chronographs.Amongst these is the legendary El Primero. Launched in 1969, it is the first integrated automatic chronograph movement in the history of watchmaking.Heir to the finest Swiss watchmaking tradition, Zenith perpetuates it through a time-honored commitment to precision and quality. Today, more avid than ever for innovation and modernity, it is rising again, like a Phoenix, to hang its legendary star alongside those of the most prestigious watchmakers. long reputation for the quality and precision of their watches, with 1,565 1st-place precision awards to dateone of few remaining Swiss watch manufacturers that still produce their own movements in-houseevery range of price with best qualityOne of the most awarded brands in history80% revenue from machanical watchesBuilding a tourbillon is one of the most difficult exercises in watchmaking and today the number of manufacturers able to produce this mechanism can be counted on the fingers of one hand.
  • Opportunity for Luxury Online:Direct  connexion   with  consumerHigh  image  services  and   specific  experience
  • Nowthat the ZenithWebsitecreates the dream, the website must befurtheranimated to engage new consumers and enhance the relationshipwithexistingones.
  • Nowthat the ZenithWebsitecreates the dream, the website must befurtheranimated to engage new consumers and enhance the relationshipwithexistingones.
  • -Hublot-HTML5 – less bugs, faster (lighter in terms of memory usage), more functionality
  • http://orientwatchusa.com/blog/?p=723http://www.lindewerdelin.com/media/wysiwyg/craftsmanship.jpgBeautiful emails with video’s of the step for that watch in real time with personalized message. Concierge ServiceChat with watchmakers during online eventsExclusive ‘Avant-premières’ of CollectionsNew Collection/Campaign PreviewsInvites to Exclusive EventsAutomatic Maintenance Reminders Ambassador Journals taking about lifestyles in an extreme way (influencers)http://media2.iwc.com/site_media/uploads/images/2012/06/20/Fotolia_38676057_M.jpghttp://wallpapersol.com/wp-content/uploads/2012/11/zenith-great-watch-.jpghttps://www.skycitydarwin.com.au/media/7609/Platinum_Black_Card%20resize-5eaf0d38-69ac-4ba8-ab84-75db37007926-0-310x186_278x167.jpg http://dawsonjewellers.ie/wp-content/uploads/2012/05/watch_repair.jpghttp://zenith-watches.com/felixbaumgartner/img/contents/felix/zenith-stratos-felix-biography.jpg
  • SEO
  • In a Zenith world-Augmented reality where you watch through camera as world around you turns into the world of a Zenith adventurer. Choose and interact with your adventure.-Top major adventure sports in your areahttp://www.appexplorer.com/stats/
  • Facebook content to be improved: adapt language, ambassador Campaign feed (from new strategy), more pictures, engage/interact with community Youtube content to be improved: add Lifestyle video, use it for the chat with watchmakers?
  • Weibo:Akin to a hybrid of Twitter and Facebook, it is one of the most popular sites in ChinaPublish same content than FB and Youtube
  • Weibo:Akin to a hybrid of Twitter and Facebook, it is one of the most popular sites in ChinaPublish same content than FB and Youtube
  • -Engagement = time on site, registering on site, subscribing to RSS feed or newsletter, commenting, downloading content.
  • Website Launch: Mid OctoberIphone App launch mid-novemberPOS Displays and Digital Tools in store for xmas seasonPre-buzz for Extreme campaign beginning 2014Launch of Extreme campaign at Basel World FairPrint and Web ad’s of Extreme campaign continue through Spring./Summer
  • Transcript

    • 1. Michyl Culos, Clémence Dubois, Roxane Pietro
    • 2. CHALLENGE Take an established brand and renovate their digital strategy.
    • 3. Zenith: certain men carry inside them the will to shape the times and world around them.
    • 4. TIMELINE
    • 5. Facebook YouTube Mobile Website CURRENT DIGITAL LANDSCAPE
    • 6. ZENITH SPACE JUMP PROS: -  Never been done in the industry -  Increase awareness amongst extreme sport fans CONS: -  Limited Reach -  Only one Shot -  Separate website, few links -  Liaison between jump and brand missing -  Red Bull Shadow
    • 7. Insight: “Zenith is coming from quite far away – we have been on the side of the road for so long.” – Jean-Frédéric Dufour, CEO & President Zenith CHALLENGES: Reinforce Zenith Positioning Increase Awareness & Build Brand Content with Digital
    • 8. BRAND STRATEGY
    • 9. Swiss Creation Expertise Pioneer Spirit Accuracy New Campaign: Zenith. Crafted to Break Boundaries. REINFORCE ZENITH POSITIONING
    • 10. WEBSITE Objective: Build the Dream Enhance the Relationship Engage
    • 11. Current Website Lacking brand DNA
    • 12. Insight: luxury digital must create “the dream.”
    • 13. Proposed Website
    • 14. Proposed Website
    • 15. Augmented Reality 1.  Choose Your Watch 2.  Hold your wrist in front of Webcam 3.  See the result and receive watch information and sizing recommendations No webcam? Preview the watch on the wrists of Zenith ambassadors in their native setting.
    • 16. Owner’s Exclusive Club 1.  Follow creation story of your watch 2.  Concierge Service 3.  Exclusive ‘Avant-premières’ of Collections 4.  Invites to Exclusive Events 5.  Automatic Maintenance Reminders
    • 17. SEO Target Languages: •  English, French, Mandarin & more •  Ambassador Names •  Misspelled versions of keywords Keywords: •  Watch(es) •  Swiss Watch(es) •  Montre(s) Suisse •  Luxury Watch(es)
    • 18. Objective: Engage Play MOBILE
    • 19. Insight: 45% of Apps are for Games & Entertainment
    • 20. Augmented Reality
    • 21. SOCIAL Objective: Build the Dream Enhance the Relationship
    • 22. Extreme Ambassadors Select extreme ambassadors who exemplify the brand’s essence
    • 23. Men’s Journals YouTube Weibo Facebook Leverage ambassadors across social media, bringing authentic stories to these platforms
    • 24. Extreme Ad Campaign Extreme ICONS Extreme LIFESTYLE Extreme LIMITS Extreme PRECISION Insight: when using influencers in luxury, portray them with your product in their natural environment.
    • 25. INTEGRATION Online/Offline
    • 26. Online   Mobile Social Email Website Offline   Print Events Trade Shows OOH Digital   in  Store   iPad in Store Virtual Watch Maker Virtual Sales Assistant Online/Offline Integration
    • 27. KPI’s •  Website –  Unique visitors –  Bounce rate (good vs. bad exits) –  Pages per visit –  Time on Page/Site –  Engagement •  SEO –  Change in unique visitors landing on pages being optimized •  iPhone App –  #Downloads –  Time on App –  Engagement •  Ambassador Program –  FB/Weibo engagement with posts –  YouTube Views –  Unique visitors on this section of website
    • 28. Launch Plan Sept. WEBSITE RE-LAUNCH POS Displays In-Store Digital Tools Launch of Weibo account iPhone App • New Look • Owners Club • Ambassador Program SEO Baselworld Fair 25.04 – 02.05 E-Newsletter to Database (Website Re-Launch) Extreme Print Campaign Extreme Digital Campaign Launch Event for the Extreme campaign E-Newsletter to Database (App Re-Launch) E-Newsletter to Database (Extreme Campaign) Oct. Nov. Dec. Jan. Feb. April May June July AugustMarch
    • 29. 360° Budget Title Forecast Website Re-launch: Design, SEO & Owners Club 115,000€ Rich media (product videos, ‘Extreme campaign’ videos) 115,000€ Launch of new digital tools: iPad application for POS, Virtual sales and Manufacturer assistants 80,000€ Online Banners 75,000€ Augmented Reality Application 35,000€ iPhone app 30,000€ Online Journal (writer’s fee, translations, image copyrights) 30,000€ Social Network Management (Facebook, YouTube, Weibo) 20,000€ TOTAL ONLINE BUDGET 500,000€
    • 30. Thank You for Breaking Boundaries.