Omega initially used celebrity endorsements to boost brand awareness by partnering with celebrities that embodied the brand's values. This helped transfer the celebrity's trustworthiness and performance qualities to the brand. However, Omega recognized this approach lacked uniqueness and only appealed to certain customer segments. Omega is now diversifying its marketing approach. It aims to appeal to younger customers, expand into new markets like Russia and Asia, make wiser celebrity endorsement choices, and develop a unique brand identity beyond celebrity partnerships alone. There are risks to only communicating through celebrities, whose actions may now positively or negatively impact brands depending on varying customer and media perceptions.

1. OMEGA’S EVOLUTION_LUXURY CONSUMER BEHAVIOR – CASE STUDY # 3Dorothy Amuah - NicolasBesins - Elisabeth Galbois28/01/10

2. MARKETING APPROACH_THE USE OF CELEBRITY ENDORSEMENTINITIALLY USED TO REINFORCE BRAND AWARNESSWITH 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) NOW TRANSFERS CELEBRITY’S “VALUES” TO BRANDCELEBRITY TRUSTWORTHINESS AND PERFORMANCE (athlete’s performance)COMMUNICATION MESSAGEPOWERFULL ADVERTISING CONCEPT IMPROVES ADVERTIZING EFFECTIVENESS (celebrity credibility + attractiveness)LACKING UNIQUENESSWORKS ONLY WITH A CERTAIN SEGMENT OF CUSTOMERS (elitist and selective image working against the broader market)

3. MARKETING APPROACH_OMEGA’S CELEBRITY’S ENDORSEMENTWORKED WELL, BEING EARLY ONE IN THE INDUSTRYSHOWN WITH OMEGA BEING THE BEST SELLER OF SSIH GREAT INITIAL CHOICES OF CELEBRITIESTO TRANSFER BEAUTY, VICTORY, HEDONISM, ETC…. (celebrities performances , attractiveness) FITTED THE AD CAMPAIGN FAIRLY WELL AT THE TIMEFULFILING THE NEED TO RELATE AND SHOW CERTAIN VALUES (consumer’s identification=“willingness to accept influence from another person”) REALLY IMPROVED THEIR POSITION AND IMAGEESSENTIALLY USING RATIONAL AMBASSADORS (celebrity credibility, familiarity ,likeability, and product fit GAVE THEIR PRODUCT A “STORY/LIFE”GIVING A PERSONNALITY AND A LIFESTYLE TO EACH PRODUCT

4. MARKETING APPROACH_OMEGA’S NEW ADVERTISING OBJECTIVES DIVERSIFIY AND APPEAL YOUNGER CROWDKEEPING THEIR LOYAL AND CURRENT BASE OF CUSTOMERS (less elitist image allthow identification still strong with younger achievers for ambitious image and customer targeting) EXPAND TOWARDS NEW TERRITORIESRUSSA, ASIA, INDIA (EMERGING COUNTRIES MAKE WISER CHOICES OF CELEBRITIESMORE ACHIEVING / RESPECTABLE VS POPULAR / FAMOUS RELY LESS ON CELEBRITY ENDORSEMENTPEOPLE TEND TO CARE MORE ABOUT CELEBS THAN THE BRAND GIVE THEIR BRAND A “TRUE” UNIQUE IDENTITYFINDING A VALUABLE COMMUNICATION AD CONCEPT

5. MARKETING APPROACH_OMEGA’S CHANGES IN COMMUNICATION STRATEGY MIGHT NOT ARM EXISTING MARKETSFORMER 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) MISTAKES IN THEIR NEW CHOICES OF CELEBRITIESPARADOX: LUXURY BRAND VS RANDOM AMBASSADORS RISKS WITH ONLY COMMUNICATING WITH CELEBSTHEIR ACTIONS BEING PERCIEVED DIFFERENTLY AND ARM OR BENEFIT THE BRAND DEPENDING ON CUSTOMERS, EVEN MORE NOWADAYS WITH PRESS-PEOPLE, GOSSIP BLOGS, ETC… RISKS IN “HAS BEEN” CELEBS LOSING THEIR PRIDEWILL DEVALUE AND ARM THE BRAND WITHOUT A DOUBT

6. END OF PRESENTATION_DEBATE WITH THE AUDIENCETHANK YOU FOR YOUR ATTENTIONQUESTIONS ?Dorothy Amuah - NicolasBesins - Elisabeth Galbois28/01/10