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OMEGA’S EVOLUTION _LUXURY CONSUMER BEHAVIOR – CASE STUDY # 3 Dorothy Amuah - NicolasBesins - Elisabeth Galbois28/01/10

MARKETING APPROACH _THE USE OF CELEBRITY ENDORSEMENT ,[object Object],WITH A CELEBRITY THAT SHARES THE SAME VALUES (celebrity/ product fit; “studies have proven that celebrity endorsement improves a company’s financial returns” i.e. article) ,[object Object],CELEBRITY TRUSTWORTHINESS AND PERFORMANCE (athlete’s performance) ,[object Object],POWERFULL ADVERTISING CONCEPT IMPROVES ADVERTIZING EFFECTIVENESS (celebrity credibility + attractiveness) ,[object Object],WORKS ONLY WITH A CERTAIN SEGMENT OF CUSTOMERS (elitist and selective image working against the broader market)

MARKETING APPROACH _OMEGA’S CELEBRITY’S ENDORSEMENT ,[object Object],SHOWN WITH OMEGA BEING THE BEST SELLER OF SSIH ,[object Object],TO TRANSFER BEAUTY, VICTORY, HEDONISM, ETC…. (celebrities performances , attractiveness) ,[object Object],FULFILING THE NEED TO RELATE AND SHOW CERTAIN VALUES (consumer’s identification=“willingness to accept influence from another person”) ,[object Object],ESSENTIALLY USING RATIONAL AMBASSADORS (celebrity credibility, familiarity ,likeability, and product fit ,[object Object],GIVING A PERSONNALITY AND A LIFESTYLE TO EACH PRODUCT

MARKETING APPROACH _OMEGA’S NEW ADVERTISING OBJECTIVES ,[object Object],KEEPING THEIR LOYAL AND CURRENT BASE OF CUSTOMERS (less elitist image allthow identification still strong with younger achievers for ambitious image and customer targeting) ,[object Object],RUSSA, ASIA, INDIA (EMERGING COUNTRIES ,[object Object],MORE ACHIEVING / RESPECTABLE VS POPULAR / FAMOUS ,[object Object],PEOPLE TEND TO CARE MORE ABOUT CELEBS THAN THE BRAND ,[object Object],FINDING A VALUABLE COMMUNICATION AD CONCEPT

MARKETING APPROACH _OMEGA’S CHANGES IN COMMUNICATION STRATEGY ,[object Object],FORMER ADS PROVED OMEGA AS A LEADER IN THESE MARKETS (keep the “young, ambitious” image change, customers are too knowledgeable of the super celebrity strategy = need to differentiate image for these markets) ,[object Object],PARADOX: LUXURY BRAND VS RANDOM AMBASSADORS ,[object Object],THEIR ACTIONS BEING PERCIEVED DIFFERENTLY AND ARM OR BENEFIT THE BRAND DEPENDING ON CUSTOMERS, EVEN MORE NOWADAYS WITH PRESS-PEOPLE, GOSSIP BLOGS, ETC… ,[object Object],WILL DEVALUE AND ARM THE BRAND WITHOUT A DOUBT

END OF PRESENTATION _DEBATE WITH THE AUDIENCE THANK YOU FOR YOUR ATTENTION QUESTIONS ? Dorothy Amuah - NicolasBesins - Elisabeth Galbois28/01/10

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