2. Presentation
• Swiss Watch is a luxury manufacturer founded in 1900.
• The Swiss company designs and manufactures watches. The company
is still owned by its founding families.
• They develop extreme precision, conceptual finesse and the values of
sport.
• The maison has 12 boutiques in GCC with UAE being their highest
revenue generating followed by Kuwait.
3. The issue: How shall we increase the market share for their
watch « PoloMaster Y » ?
Plan:
I. The context
II. Objectives and analyses
III. The tools
IV. The media strategy
V. The Budget
4. I.A. « PoloMaster Y »
• High quality
• Craftmanship
• Sharpness
• Sport spirit
5. I.B. The target
Primary
• UHNI local men from GCC
• 25-45 years old
• Sport enthusiasts
• Cares about their images and
appreciate high quality items
• Adventurous
Secondary
• UHNI tourists
• 25-60 years old
• Connected
• Men who care about their image
• Sport enthusiasts
6. II.A. The campaign objectives
- Build and increase awareness
for « PoloMaster Y »
- Achieve high share of voices
during highly cluttered
advertising season
- Increase footfall to their
boutiques
7. II.B. SWOT analysis
Strenghts:
-UHNWI
-high quality watches
-luxury image (reputation, knowledge)
Weaknesses:
-niche market
-$400 000 budget
Opportunities:
-new markets from emerging countries
-UHNI foreigners
Threats:
-strong competition
-the media campaign could be altered by
bloggers
8. III. A. The media
• Local magazine:
Target: UHWI 25-45 years old
-In Arabic
-Specialized in luxury events
9. III.A The media
• International magazine:
Target: tourists
-Waiting rooms for private flight
companies (Landmark, Swissport…)
-Private lounge for first class such as
Emirates, Qatar Airways…
-Luxury hotels and chauffeured
services
-Duty Free
-Boutiques
10. III.A. The media
• Internet:
Target: tourists and UHWI
-Brand website
-Social networks (Facebook,
Instagram, Twitter, Linkedin,
Pinterest…)
-Newsletters
-Bloggers (specialized in fashion,
watches and lifestyle)
11. III.B. Off-media
• The Ambassador:
-successful
-thirty-years old
-good-looking/handsome
-adventurer
-He wears Polomaster Y model
anywhere he goes (interviews,
tapis rouge guest…)
12. III.B. Off-Media
• The boutiques:
-CRM and sales advisors
-Customer databases
-Private rooms, event spaces
-Complementary private clubs access
-Concierge services
-Brochure
-Advertising poster within the stores
13. IV.A. The media campaign
• Thursday, August 18th:
invitation sent to guests:
-CEO, brand’s marketing manager
-Selected local UHNI customers
-Local press specialized in luxury events
-Most influencal international bloggers
-Regional bloggers from GCC
Aim: increasing footfall to the boutiques
14. IV.A. The media campaign
• Tuesday, September 6th:
- Advertising poster on display in all
boutiques shop windows
- The polo player is invitated for an
interview within the store at Dubaï Mall.
- Guests are invitated for a unique
shopping experience through the
store.
- The buyers are invited to the next
polo tournament and they will be
hosted by the player.
Aim: Increasing footfall to the boutiques
15. IV.A. The media campaign
• Wednesday, 7th September:
-Newsletter and video from the event
are sent to customers, international
bloggers, local bloggers and local press
(from Dubai and Koweit).
-Newsletter: company history,
traditional and polo sport watches,
quality materials
Aim: increase brand and « PoloMaster
Y » awareness
16. IV.A. The media campaign
• Monday, September 12th
-Relay of the video and interview on
social networks (Facebook, Instagram
through Hashtags, Pinterest, Linkedin…)
-Relay from invited bloggers on social
networks
-Relay on Instagram and Facebook Polo
Star’s page
Aim: « Polo Master Y » and brand
awareness
17. IV.A. The media campaign
• From 16th to 30th of
September:
Relay on the local quarterly press in
Arabic specialized in luxury event within
hotels, restaurants and bars.
Target: UHNI local men from GCC
18. IV.A. The media campaign
• Sunday, October 4th :
Relay with release of quartely magazine
in English specialized in luxury travels
within airports (1st class waiting rooms
and for private jet companies) and
hotels (bars, restaurants)
Target: tourists
19. IV.B. Advertising material
• Invitation
30x30 cm
-classical
-sober
« The maison requests the honor of
your presence to make the
acquaintance of the iconic polo player
and an unique experience at our store
in Dubai Mall. We look forward to your
gracious presence »
20. IV.B. Advertising material
• Advertising poster within the stores
-100x80 cm format
-The picture will show the iconic player.
-In close-up at the top left, the luxury
watch with mention:
« the excellence of sport »
Aim: increasing footfall to the boutiques
21. IV. Advertising material
• The brochure
50x30 cm, 4 pages format
-Including a complementary invitation
for polo tournament in January 2017
-Private cocktail with polo team
-Private luxury concierge
Aim: Create a unique shopping
experience through the 12 boutiques
22. IV.B. Advertising material
• Newsletters:
First newsletter: a 4 minutes video with
interview of the Polo Player
- Brand history, DubaÏ mall presentation,
PoloMaster Y watch
- Give the customers a unique shopping
experience at Dubaï Mall with polo
player’s presence
Target: UHNI local men and tourists
23. IV.B. Advertising material
• Second newsletter: brand content and
storytelling:
- It highlights the craftmanship
- The after-sale service, sport values and
passion
- Access to concierge services and
SWISS WATCH’s premium membership
Target: all customers
24. IV.B. Advertising material
• Video of the interview:
- On facebook:« share a unique
shopping experience in our stores »,
video linked to our Dubai event.
- On Instagram: hashtags and website
link
- Facebook and Instagram Polo Player’s
pages
- Local bloggers’s accounts
Target: all customers
25. IV.B.Advertising material
• Quaterly press magazine within
hotels/airports:
- A4 printed page
- Main picture: iconic Polo Player
wearing Y model during tournament
- Close-up, at the top left, the watch.
- Bottom of the page: GCC boutiques
with contact details
Target: tourists
26. IV.B. Advertising material
• Local luxury magazine: printed page
(A4 format) with Polo Player wearing a
suit.
Target: UHNI local men
27. V. A. Budget split by media channel
• The event
• Video, posters and newsletters
• Quartely local magazine
• Quartely magazine specialized
for airports and hotels
• $30 000
• $15 000
• $55 000
• $300 000
28. V.B. Budget split by Countries
Press UAE Qatar KSA Kuwait Bahrain Oman
Quartely-local
Magazine
$10 000 $10 000 $10 000 $10 000 $10 000 $10 000
Quartely magazine
specialized in
Airport and hotels
$177 000 (Dubai
International
Airport and Abu
Dhabi International
Airport are the
busiest aiports in
the World.
$55 500 $47 500 $20 000 0 0
