Marketing Tag Heuer STP Analysis

1. STP analysis
Ankush Goel
BABM4
1502
Universal Business School

2. About
 Established 1860
 Founder Edouard Heuer - Heuer Watchmaking Inc.
 1887 Oscillating pinion invention
 1911 patent time of trip
ABOUT

3.  1916 most accurate stop watch
 1962 #1 Swiss watch to go in space
 1963 Carrera launched
 1969 Calibre 11 launched
 1999 Heuer became Tag Heuer

4. STP
Market segmentation process of dividing an entire market up into different customer
segments.
Tag Segment Luxury Sports watches segment across the world
Targeting target market is a group of customers a business has decided
to aim its marketing efforts and ultimately its merchandise
towards
Tag Target Young Men & Woman from High Income group
Positioning Positioning make a brand occupy a distinct position, relative to
competing brands, in the mind of the customer.
Tag Position Prestige Sports watch

5. Grand Carrera
1964 Carrera and TAG Heuer's motor racing lineage.
Unconventional Rotating System.
 COSC-certified chronometers
SEGMENTATION TARGET POSITIONING
Sports Aficionados High class motor sport
lovers wanting accurate
extremely precise
chronometers
Age: >40
Super premium sports
watch with high accuracy
The ultimate sports watch
3.9Lac-6.9Lac

6. Monaco
1969 first square waterproof AUTOMATIC CHRONOGRAPH
Monaco V4, the world's first timepiece with a belt-driven transmission.
SEGMENTATION TARGET POSITIONING
Celebrities and High
income people
People who like attaining
the pleasure of owning
something unique,
innovative
Unique watch with a
beautiful design and
disruptive innovation
4.37Lac-60.48Lac

7. Carrera
1963, Jack Heuer created the Carrera as a tribute to the epic
Carrera Pan Americana Mexico Race.
Carrera Calibre 1887, award-winning in-house movement.
SEGMENTATION TARGET POSITIONING
Business Class People who look for a
sophisticated luxury watch
That compliments there
position
The best combination of
style luxury comfort and
status
1.5Lac-6.2Lac

8. Ultimate watch for active lifestyles.
professional dive watch
offers unrivalled reliability, utility and ruggedness.
Aqua Racer
SEGMENTATION TARGET POSITIONING
Water sport lovers People who want a
professional luxury dive
watch
Premium reliable
professional dive watch
94k-4.3lac

9. Directly inspired by high performance F1 automotive
technology,
TAG Heuer Formula 1 series has all six characteristics of a
professional sports watch, with bold, contemporary style to
match today's lifestyles.
Formula 1
SEGMENTATION TARGET POSITIONING
Introduction to the luxury
watch segment
20-30
Young people with high
aspirations
Sturdy Premium sports
watch with exceptional
Design
63k-2.18Lac

10. The elegant LINK, an international reference for comfort
and ergonomics. Its signature S-shaped bracelet is instantly
recognizable the world over. The bracelet's ergonomic
design is a serious pleasure to wear. Charismatic. Elegant.
Unique.
Link
SEGMENTATION TARGET POSITIONING
Corporates who believe in
simplicity
Age- 35-45
Simplicity
Comfortable Light weight
sleek premium watch
with clear display
1.48Lac-2.99Lac

11. Trans Ocean

12. Master
Conquest

13. Heritage

14. Speed master Sports
Speed master
Sea master

15. Perceptual Map luxury
Premium
sporty classic

16. Luxury
Premium
Sporty Classic

17. References
 http://us.tagheuer.com/
 https://shop-us.tagheuer.com/en/watches.html
 http://www.ethoswatches.com

18. DON’T CRACK UNDER PRESSURE