This document provides an analysis of Rolex's brand strategies. It discusses Rolex's marketing mix including the 7Ps - product, price, place, promotion, people, process, and physical evidence. It describes Rolex's product lines, pricing strategies, distribution channels, and promotional activities. It also discusses Rolex's brand image, global presence, competitive advantages, brand equity, market analysis, and target customers. Rolex is positioned as a luxury brand and known for its high-quality, technologically advanced watches sold at premium prices to upper-class income customers.

1. Anulekha Khandelwal | MBA : 2018-20 | Reg. no : MB181121
Assignment :
Strategic Brand
Management

2. A Crown for Every Achievement
Brand - Rolex watches

3. Agenda Layout
01 About the Company
02 Marketing Mix
03 Brand Strategies - STP, Differentiation and Pricing
04 Brand Positioning , Brand Equity, Images, other Content

4. Thank you for using GoogleSlidesppt.com
★ Industry : Luxury watch Brand that deals in Manufacturing,
Designing and Distribution of Wrist Watches.
★ Founder : Hans Wilsdorf and Alfred Davies.
★ Founded : 1905, London, United Kingdom.
★ Headquarters : Geneva, Switzerland.
★ Competitors : IWC, Universal Geneve, Corum, Patek
Philippe, Piaget, Breitling, Omega, and many more.
Company Brief - ROLEX

5. Marketing Mix
Price Product
Place PromotionPeople
Process Physical Evidence

6. Marketing Mix
A combination of factors that are used for marketing by a company to encourage
consumers to buy their products, commonly termed as 4Ps: product, price, place, and
promotion.
The traditional method of 4Ps was not enough to market services. After considering the
rapidly increasing role of services in the economy and customer-orientation, additional
3Ps were added to the marketing mix to serve the purpose of marketing services.
People, Process, and Physical evidence are additional 3Ps. They play a greater role in
the marketing of services than in the marketing of products.

7. Product
➔ Rolex sells its products under 5 broad categories, and each of these
serves as separate product lines. All of its products are sold under the
brand name of Rolex.
➔ Rolex sells products with a lot of variety available, which allows
customers to select the product variety that best suits them.
➔ Rolex sells products that are highly differentiated, with various
features offered to customers that competitors don’t offer. Its products
are therefore considered to be unique.
➔ Its products are perceived to be of higher quality than that of
competitors. Therefore, customers are willing to pay a higher price for
these.
➔ Rolex sells products that are famous for its traditional design that is
also practical for customers to use.

8. Price
➔ The current pricing strategy to set the price level that Rolex follows is a
competitive based pricing strategy. This is because the data on competitors
is easily available due to a large number of competitors that exists within
the industry.
➔ It also takes costs into consideration to set prices for a few products for
which either information is not available on competitors, or are costlier to
make,
➔ Rolex sells its products at a higher price than competitors. This is because it
offers more features, and the high price makes up for these.
➔ It currently uses product bundle pricing as well, where products are
bundled together and sold at prices lower than the total of individual items.
➔ It also uses an optional product pricing strategy for certain products, where
it offers a price for the base product and separate prices for the accessories
that come along with it.
➔ It charges a greater price for the products it sells online. This is because
delivery costs have been included in the price of the product.
➔ Rolex has fixed the prices of the final product. Channel members; retailers
and wholesalers, buy the product at a lower price and earn through their
own margins.

9. Place
➔ Rolex sells its products through two marketing channels. The first is where
it sells directly to its customer through its online website. The second is
where it sells to wholesalers who then sell to different retailers located all
over the country. These then sell to its customers.
➔ Rolex has its products present on over 500 retailers throughout the
country. It follows an intensive marketing strategy where it tries to include
its products on as many retailers as possible. This ensures that its products
are available to customers easily in different parts of the country.
➔ Rolex has a substantial amount of online sales with frequent traffic on its
websites. In order to run its online operations, Rolex has partnered with
numerous delivery service providers in order to provide timely deliveries.
➔ It follows an omni-channel distribution system where it has integrated its
online and offline stores to allow customers easy access to its products.
➔ Rolex has a network of over 500 suppliers that provide it with the raw
materials needed for production. It has developed a close working
relationship with its suppliers allowing the company to work with them to
innovate and introduce new and attractive features on its products.

10. Promotion
➔ Rolex uses multiple media channels to promote its products. It uses
traditional media, which includes an advertisement on television and
radio. This is beneficial due to its large reach and ability to attract a large
number of people. It uses online and social media advertising, which is
cheaper and beneficial due to the increasing usage of the internet.
➔ It advertises on various social media platforms with a focus on YouTube,
Facebook and Twitter due to the high monthly usage of these. It has over
one hundred thousand likes or customer following on these pages, which
are exposed to frequent content uploaded by Rolex.
➔ Rolex undergoes various sales promotion taking part in various trade
exhibitions and events around the year.
➔ Rolex undergoes personal selling, with a large sales force to increase its
presence in retail stores.
➔ Rolex uses a percentage of sales method to determine the promotions
budget for the year.

11. People
➔ Rolex has people working under its sales team that play a vital role in
its marketing efforts. These people have been trained in persuasive
techniques, but also to show respect to the business customers taking
into consideration their preferences.
➔ Rolex has people working in its customer service department. These
are contacted by customers in case of any issues within the product,
and these people guide customers through the process of getting the
issues resolved. These people are trained to respect the customers and
try their best to get their issues resolved.
➔ Rolex has people working with suppliers to obtain raw materials.
These people play a vital role in maintaining or improving the quality
of the final product produced.
➔ Rolex has people working at retail stores who help the customer on
site, by answering any questions or helping them decide the product
that best suits their needs.

12. Process
➔ Rolex to make sure that its products are always available at retail stores
has systems installed where retailers can notify when their inventory
levels are low. Rolex provides them with more products while ordering
its productions to replenish its stock. This ensures that products are
always available to customers when needed.
➔ Rolex has an online delivery process, where orders are received in the
computer system and based on these orders, the relevant product from
the inventory is shipped to the delivery service provider.
➔ Rolex is actively involved in researching market opportunities in order
to understand customer needs. It also develops understanding
regarding customer needs through feedback collected at store, its
helpline or social media pages.

13. Physical Evidence
➔ Rolex sells its products in a distinct color packaging that easily
identifiable on retail shelves. These are placed on special shelves
provided by the company, which also have a distinct color and design.
This makes it easier for customers to locate such shelves in busy retail
stores.
➔ Rolex has an online website that is user-friendly and allows customers
to view its products in high quality images taken from various angles.

14. IMAGES
IMAGES

15. Brand Strategy - STP
❖ Psychographic segmentation is used by the company to understand the
changing needs of the customers and be ahead of other companies in the industry.
❖ Since the Rolex watches are meant for the high-income group individuals,
therefore it uses undifferentiated targeting strategy.
❖ A brand which stood for more than 100 years and still is a symbol of prestige,
classic design and lavishness have been positioned based on value-based
positioning strategy.

16. Pricing Strategy
The watches sold by Rolex are priced high. The pricing
strategy goes with their promotion and positioning strategy.
Further, as their products are made with very expensive
raw material and they happen to be fitted with the best
quality technology. The high price is equivalent to the
positioning of the product as a luxury item.

17. Marketing Strategy
Brand Image: Rolex since its inception has created a niche
segment of customers who wear a watch as a prestige. The luxury
watch manufacturer has been a pioneer in bringing new age
technologically advanced watches in all these years.
Global Presence: Rolex has been present in more than 100
countries around the globe and has very limited number of
company-owned outlets.
Rolex has very limited number of exclusive stores around the
world. It distributes its watches and accessories through owned
stores, multi-brand stores and e-commerce sites. Approximately
2000 watches are being manufactured by Rolex every day.
Competitive
Advantage
Distribution
Strategy

18. Brand Equity
Competitive
Analysis
Market Analysis
Customer
Analysis
A symbol of luxury and
prestige has travelled
the time with more
than 100 years of
experience in being the
timeless masterpiece.
In the list of world’s
most powerful global
brands, Rolex has been
ranked 64th in the year
2016.
The presence of
counterfeit products &
changing buying patterns
of customers in the
emerging economies, the
presence of a large
number of me-too brands
in the market and
imitation is affecting the
industry as a whole.
Without much focusing on
the competition, Rolex is
continuously driving the
technological
advancement and state of
art designing to be ahead
in the industry.
Changing lifestyle, changing
consumption patterns,
increasing disposable
income, developing nations
& purchasing power,
changing aspiration and
motivation level of people to
follow their dreams, and
migration to urban areas are
the driving force for the
success of the luxury goods
industry. The luxury goods
industry is the fastest
growing industry in the
recent time, especially in the
developing nations.
Customers of Rolex are
upper-class income
group individuals who
have an inclination
towards the luxury goods
and live a lavish life.
These are the customers
either are from higher
income strata of the
society (irrespective of
any age group) or are
from the business family
in the age group of 30-60
years.

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