Les enseignements de l’étude WorldWatchReport : entre veille concurrentielle et sociétale

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Intervention de David Sadigh, Managing Partner IC-Agency @ Journée Intelligence Economique du 10 juin 2010, HEG Genève

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Les enseignements de l’étude WorldWatchReport : entre veille concurrentielle et sociétale

  1. 1. « Les enseignements de l’étude WorldWatchReport : entre veille concurrentielle et sociétale » 7ème journée franco-suisse de l’intelligence économique Journée Intelligence Economique du 10 juin 2010, HEG Genève et de la veille stratégique David Sadigh, IC-Agency Directeur associé © IC-Agency, 2010. All rights reserved dsadigh@ic-agency.com 1
  2. 2. IC-Agency: • Notre métier: le Luxury Digital-Marketing™ • Fondée en 2000 • Pionnière dans le marketing digital • Partenaire de nombreuses Success Stories • Clients: une quinzaine de marques internationales
  3. 3. A mon propos: • Co-fondateur d’IC-Agency • > 10 ans d’expérience stratégies digitales & e-commerce • Membre du Conseil Scientifique du postgrade “Création du luxe et métiers de l’Art”, Université de Genève • Conférencier actif (HEC Lausanne, ESSEC Paris, LIFT, ADTECH, INSEAD Alumni, etc.)
  4. 4. Horlogerie: notre constat initial • Cette industrie repose sur l’exportation • Maîtrise des marchés internationaux et compréhension des attentes des clients sont donc stratégiques • Nombreux intermédiaires sont présents entre la marque et le client final •Manque d’information et d’études internationales sur les attentes des clients © IC-Agency, 2010. All rights reserved 4
  5. 5. Taille du marché Export de montres suisses: un marché de 13.2 milliards de CHF en 2009 Source: FHS, The Swiss and World Watchmaking industry 2009 © IC-Agency, 2010. All rights reserved 5
  6. 6. Problématique © IC-Agency, 2010. All rights reserved 6
  7. 7. Trouver les bon indicateurs: © IC-Agency, 2010. All rights reserved 7
  8. 8. L’importance de la recherche d’information © IC-Agency, 2010. All rights reserved 8
  9. 9. L’approche suivie: « Rolex Daytona Replica Blue » = Une recherche pour une contrefaçon de la marque (Rolex) modèle (Daytona) dans sa couleur (bleue) En anglais, chinois, russe, portugais, hindi, japonais, français, italien et allemand. © IC-Agency, 2010. All rights reserved 9
  10. 10. © IC-Agency, 2010. All rights reserved 10
  11. 11. The leading watch market research 6ème édition 500 millions de recherches analysées 10 marchés (y compris BRIC) 25 marques 120 ambassadeurs 450 modèles les plus populaires Filtre sémantique anti-contrefaçon 16 contributeurs internationaux
  12. 12. WorldWatchReport 2010 Les 25 marques étudiées: Haute Horlogerie: Audemars Piguet, Blancpain, Breguet, Franck Muller, Girard-Perregaux, IWC, Jaeger-LeCoultre, Patek Philippe, Vacheron Constantin, Zenith Women’s / Jewelry: Bulgari, Cartier, Chopard, Piaget Prestige: Breitling, Hublot, Omega, Rolex, TAG Heuer High Range: Baume & Mercier, Ebel, Longines, Montblanc, Raymond Weil, Rado © IC-Agency, 2010. All rights reserved 12
  13. 13. 2010 Invited Contributors Ariel Adams aBlogtoRead.com, USA Robert-Jan Broer Editor, Fratello Watches, Netherlands Luana Carcano Lecturer, SDA Bocconi School of Management, Milan Carlo Ceppi FHH Mission Delegate Italy David Chang Writer, Founder of Research Office for Haute Horlogerie and China, Chinese correspondent of FHH Journal Benjamin Clymer Publisher, Hodinkee, USA Danny Govberg President and Owner, Govberg Jewelers, USA James Gurney Editor in Chief, QP Magazine, United Kingdom Gareth Jones Head of Digital Sales, Financial Times, Switzerland Anita Khatri General Manager, Times of India, FHH Mission Delegate India Christophe Maincourt FHH Mission Delegate Latin America Uché Okonkwo Executive Director, LuxeCorp, France Author of “Luxury Online” (Palgrave, 2010) Laurent Picciotto Owner of Chronopassion, FHH Ambassador France Nicolas de Quatrebarbes FHH Mission Delegate Germany Alexey Tarkhanov Chief of Culture, Kommersant, Russia Cyrille Vigneron FHH Mission Delegate France
  14. 14. © IC-Agency, 2010. All rights reserved 14
  15. 15. Geographic Search Origin – Contributors’ View “The US consumer is hungry for information. Over 70% of customers who walk into our store have done online research first.” Danny Govberg, President and Owner, Govberg Jewelers, USA - Invited Contributor “Online communication is becoming the major communication channel for brands. Because today, when you want to know more about something, you first look to the Internet.” Laurent Picciotto, Owner, Chronopassion, FHH Ambassador France – Invited Contributor “Internet use is steadily growing in the U.K. and users are broadening the range of its use. Mainstream media still pays comparatively little attention to luxury watch brands which means that the Internet is relatively more important as a source of information.” James Gurney, Editor in Chief, QP Magazine, United Kingdom – Invited Contributor
  16. 16. © IC-Agency, 2010. All rights reserved 16
  17. 17. © IC-Agency, 2010. All rights reserved 17
  18. 18. © IC-Agency, 2010. All rights reserved 18
  19. 19. © IC-Agency, 2010. All rights reserved 19
  20. 20. © IC-Agency, 2010. All rights reserved 20
  21. 21. Résultats More information: http://www.worldwatchreport.com/press_clippings.html © IC-Agency, 2010. All rights reserved 21
  22. 22. Couverture média: 2010, March 18 - Rolex’s 2010, May 03 - China Swatch 2010, May 26 – Swatch Surges Swiss Watch Hegemony Partner Hengdeli’s Sales After CEO Says Watchmaker’s Threatened by Omega May Grow 30% Sales Rose © IC-Agency, 2010. All rights reserved 22
  23. 23. Bloomberg / Business Week - 26 mai 2010 Swatch Surges After CEO Says Watchmaker's Sales Rose “Swatch Group bearer shares advanced 17.7 Swiss francs, or 6.2 percent, to 301.7 francs, the steepest gain since Oct. 15. The benchmark Swiss Market Index advanced 1.25 percent. Sales increased 33 percent in January, 58 percent in February and 45 percent in March, Hayek said today in an interview in Shanghai. Demand for timepieces is surging in China, where a quarter of all Internet searches for brands last year were for Swatch Group’s Omega, according to research firm IC- Agency, publishers of the World Watch Report. Rolex scored 18 percent, the report said” © IC-Agency, 2010. All rights reserved 23
  24. 24. Media coverage 2010, March 18 - Watch 2010, March 19 – Horlogerie 2009, March 20 – The New Brands Signing on, Uneasily, Les réseaux sociaux Marketing Helix: Ad Spending for E-Tailing montent en puissance Splinters © IC-Agency, 2010. All rights reserved 24
  25. 25. Media coverage 2010, April 26 - Cresce il 2009, December 20 - El Reloj 2010, March 18 – Les fans falso d’autore dichiarato Marca la Navidad d'horlogerie sont sur Facebook © IC-Agency, 2010. All rights reserved 25
  26. 26. Pour les marques: - Meilleure compréhension des attentes des clients - Données harmonisées à un niveau international - Indicateurs de veille concurentielle / benchmarking - Insights en provenance de leaders d’opinion Pour les médias: -Information – parfois exclusive – sur un sujet donné + expertise sectorielle -Rapidité (ex: 48 heures) Pour IC-Agency: - Notoriété / Crédibilité - Réseau - Avantage compétitif © IC-Agency, 2010. All rights reserved 26
  27. 27. About: About IC-Agency and Luxury Digital Marketing IC-Agency is the company in which the Luxury Digital Marketing™ concept was founded. This unique approach offers exclusive brands the ability to reinforce their positioning online. Based in Europe (Switzerland) and in North America (Canada), IC-Agency offers services including analysis, promotion, and protection of brands, products and services. A number of independent luxury brands can be found among IC-Agency’s clients, as well a brands belonging to groups such as Swatch, Richemont, LVMH and PPR / Gucci. In 2009, following an invitation from the Financial Times, IC-Agency participated in the worldwide launch of HowToSpendIt.com. Contact •David Sadigh, Managing Partner, dsadigh@ic-agency.com, +41 79 615 3030 IC-Agency (Geneva) IC- Agency (Bathurst, NB) 7 Ave Krieg www.ic-agency.com 216 Main Street, Suite 312
Bathurst, CH-1208 Geneva www.worldwatchreport.com NB, E2A 1A8
Canada T. + 41 22 702 07 60 info@worldwatchreport.com T. +1 506 547 8292 © IC-Agency, 2010. All rights reserved 27

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