Rolex is the leading luxury watch manufacturer known for its high quality timepieces. It focuses on a pull promotion strategy using celebrity brand ambassadors and sponsoring prestigious sporting events. Rolex communicates its message of prestige and success through advertisements portraying wealthy customers. It aims to educate younger audiences and encourage watch purchases as rewards. Rolex's most effective promotion tools are sports sponsorships on television and event marketing targeting wealthy individuals.

1. GROUP10

2. Phung Huong Ly LưuThi ThuThao
Bui DucHuy Bui Thuy Trang
LeHoang PhuongLinh

3. OUTLINE
I. Introduction
II. Promotion mix tools
III. Elements of Rolex’s
communication process
IV. Steps in developing effective
marketing communication
VII. Rolex’s most effective promotion
tools
VIII.The keydrivers in planning for the
international market

4. Theleading luxury watch
manufacturer in the world
Founded in 1905 in London byHans
Wilsdorfand AlfredDavis
HeadquartersofRolex: Geneva,
Switzerland
Ranked 57 on theworldsmost powerful
brands.
I. INTRODUCTION

5. Mission statement:
“To manufacture,distributeand servicehigh –quality
wristwatches”
Vision:
To continue the longtraditionofexcellencethatthe
Rolexnamerepresents
Objectives:
Educatetheyounger marketon thevalue of
wristwatches
To create a socialmediastrategythatwillhelpusers
tointeractwiththebrand as wellas extendthe
messagetoa larger populace
To encourage the purchaseofwristwatchesas a
“reward”forkeysuccesses in a young man’soflife

6. CATEGORIZE BY BRAND
Waterproofon level
300m /1000 feet
For swimmingand diving
Specificallydesignedto withstand
waterpressure and remainaccurateTheRolexSubmariner

7. CATEGORIZE BY BRAND
PaulNewman’sDaytona RolexCosmograph Daytona
Was specificallydesignedfor
racingenthusiasts
One ofthemostpopular annual
racing events.

8. CATEGORIZE BYCUSTOMERS
Men’swatch Women’swatch Professionalwatch

9. II. PROMOTIONMIX TOOLS
1. Advertising:
The mainmessage
portrayed to consumers:
“Rolex purchasers are wealthy, attractive,
active, and lead
interesting lives.”
Thebrand sponsors
multiplecelebritiesand
spokespersons

10. II. PROMOTIONMIX TOOLS
2. Publicrelations:
Rolexdoesnot always choose TVor radiotoadvertisetheir
product. They host bigeventstogain public recognition

11. II. PROMOTIONMIX TOOLS
3. Salespromotion:
ROLEXdoesnot offerdiscounts or
price reductions or salesforcustomers
Occasionally,there aredealersthat
offerdiscounts because offinancial
difficulties

12. II. PROMOTIONMIX TOOLS
4. Personalselling:
ROLEXdoesnot sellitsproducts insmallerstores
Ittargetsupscaleareas

13. II. PROMOTIONMIX TOOLS
5. Directmarketing:
Some ofthe dealersdooffer onlinesales but allencourage buyers to visit the
retaillocations.
On April24,2013 Rolex startedanofficial Facebook page. Injust a couple
ofweeks theyhave accumulated almost halfa millionfans.

14. III.ELEMENTS OF ROLEX’S COMMUNICATION
PROCESS
1. Sender:
ROLEX’s spokespersons: tennis superstar Roger Federer or golf player
Tiger Woods

15. III.ELEMENTS OF ROLEX’S COMMUNICATION
PROCESS
2. Encoding
It depictsitsproduct as
symbolofprosperity,
success and luxurious
brand.
3.Message
“EveryROLEXtellsastory”

16. III.ELEMENTS OF ROLEX’S COMMUNICATION
PROCESS
4.Media
Sponsorship of yachting races,
sports car racing, and other
sponsorships such as skiing
ROLEX also uses social medias,
newspapers and selected TV
channels to send their massages

17. III.ELEMENTS OF ROLEX’S COMMUNICATION
PROCESS
5.Decoding
The main message that is
portrayed to consumers is that
Rolex purchasers are wealthy,
attractive, active, and lead
interesting lives
6.Receiver
Receiver is the audience who watches the advertisement of Rolex.

18. III.ELEMENTS OF ROLEX’S COMMUNICATION
PROCESS
7.Response
Reaction of customers after being exposed to the Rolex’s messager
BUY NOT BUY

19. III.ELEMENTS OF ROLEX’S COMMUNICATION
PROCESS
8.Feedback
Thefeedbacks areboth praise and
criticize 9.Noise
ROLEX wants toensure theirquality
and maintaincompany’s reputation
No misunderstanding from
customers about themessage Rolex
transmitstothem.

20. IV. STEPS IN DEVELOPING EFFECTIVEMARKETING
COMMUNICATION
1.Identifytargetaudiences
Primarilyon thewealthyconsumers.
High-incomepeopleagedfrom 21-35
Those whoare parents of grandparents
of young peoplebetween18 and 24
The upper-middleclass

21. IV. STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
2.Determine the communication objective
To provide the high end luxury watch consumers with innovative,
handmade, customized, and unique watches and timepieces
To promote the Rolex brand as a one of a kind collector’s item
Being targeted with the proposed marketing plan

22. IV. STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
3. Messagemarketing
“ACrownforEveryAchievement,
Livefor Greatness,Qualitytakes
time”

23. IV. STEPS IN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION
4. Choosethe media
PersonalCommunicationChannels

24. NonpersonalCommunicationChannels
IV. STEPSIN DEVELOPING EFFECTIVE MARKETING
COMMUNICATION

25. Documentarybackgroundsonpast
echoesandtrustedtestimonials
MessagebackgroundsonFamouspeople
6. Themessage’sroot

26. Listentofeedbacks, tracking,
analyzing,andusing data to see
whatpeople discuss in orderto
understand the customers
Rolex has releasedinformation
bananas "Did YouKnow" toexplain
the use ofthe 3rdClockmak
7. Collectingfeedback

27. PercentageMethod
Goal-and-TaskMethod
What’sin my WalletMethod
Based-on-my-CompetitorMethod
Co-opOnly Method
Zero Method
V. SETTING PROMOTION BUDGET

28. What methods Rolexchooseto set promotion
budget?
PercentageMethod

29. VI. PUSH-AND-PULL STRATEGY
Promotionis animportantpartof any
marketingstrategy.Youcan havethebest
productorservice outthere,butunless you
promoteitsuccessfully, no one will know
aboutit.

30. Example:
Advertisingand mass media
promotion(TV, Internet,Newspaper,
Megazine,..)
Hostsomeevents todisplay the
products withtheappearance ofsome
famouspeople
Makea goodpublic relation
1. What’sthe push andpullpromotionstrategies?
a) A pullpromotionalstrategyuses advertisingto
buildup customerdemandfora product or service.

31.  The targets are pullingthe
customers, make thembe aware of
the products, encourage them to
buy theproducts
 The customers will go to the
stores, retailers to purchased the
products

32. b) Apush promotionalstrategyinvolves takingthe product directly
tothecustomervia whatevermeans,ensuringthecustomer isaware
ofyour brand at thepointofpurchase.
Example:
Tradeshow promotions toencourageretailerdemand
Directsellingtocustomersin showrooms orfacetoface
Negotiationwithretailerstostock your product
Packagingdesigntoencouragepurchase

33. 2. What are the push and pull promotion
strategies of ROLEX:
Rolexmainly usesapullstrategy
Rolexpurelyfollowsthe‘productconcept’.
Moreover,Rolexhas97%forbrandawareness.
Rolexdoesnotusesalespromotionaltechniqueswhichhavetheriskof
reducingthehighprestigeassociatedwiththeRolexbrands.
Rolexhasinvestedinadvertisingovertimetodevelopitswatchbrandas
luxurious.
 Thiscontributestoconsumerdemand,sincewealthierbuyerslike
towearthewatchasastatus symbol

34. Example:
Rolexalways keeptheadvertisementon
tv, internet,…
Choose famouspeopletobetheir Brand
AmbassadorlikeRoger Federer,Tiger
Woods, Beckham,(elegantman,
gentlemen)
Sponsor forsomesportevents like

35. VII.ROLEX’S MOSTEFFECTIVE PROMOTIONTOOLS
1. Sportssponsorship
Televisionand print advertisingsupportsport events such as
tennis,skiingand yacht racing

36. VII.ROLEX’S MOSTEFFECTIVE PROMOTIONTOOLS
2. Eventmarketing
Rolex has focused on events that
attract the people who has thedesire
and abilitytopurchase a watchfrom
$5,000 to$100,000
The Rolex SportsCarSeriesattract not
only racefans butsports car owners
Rolex alsoadvertisesduring golf
tournaments

37. VIII. THE KEYDRIVERSIN PLANNINGFOR THE
INTERNATIONALMARKET
Evaluate each products that you sell
Continued toreduceoverhead cost
Develop newproducts whilemaintainingthe
high quality of existing products
Findandretainhighvaluecustomers
Createand maintaincustomers’ satisfaction

38. THE END.
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