Team: Fresh LIME Soda
Team Code: IIMI3069
Objective &
Agenda
Industry and Competitor Analysis
Understanding the Indian Watch Industry
Major trends and perceptual findings
Competitive Landscaping Carving a niche for FC in India
Research
Secondary Research - Findings
Primary Research
- Methodology
- Insights
Accessible Luxury
Creativity Classic
Vintage
Live yourSwiss
Passion
Geneve
Capability Analysis
SWOT analysis
Collectors Value
Handcrafted Automatic
Heritage
Corporate Focus
Pros in segmentation and focus
Cons of this segmentation
Expanding the focus
Branding & Marketing of FC in India
New Positioning Brand Key
8P Framework for FC
Associations
Digital Strategy
CSR
Watch with Devanagari Script
Indian Watch
Industry
Low penetration and high growth rate show the opportunity in India
Industry &
Competition
Market Segmentation by price**
Utilitarian product
(know and manage time)
Rs. 4200 Cr.
Lifestyle product
Tablets
Laptops
Mobiles Wrist Desktops
Watches
460 lakh pieces
Research
2.1
86.5
900
Wrist
Watches
SWOT and
Brand Equity
1600
370
1700
10 - 15% pa
Sales
value
Cable TV
10-15%
27 %
3.5 %
Volume (lakh pieces)
Value (Crore)
Time
Continued growth rate every year despite
the increase in substitutes*
Wrist watch penetration in India*
of the India own multiple
watches*
Segment
Volume
Price
(lakh pieces)
(Crore)
Value
Growth
Rates
Mass
370
<1,000
1700
5-7%
Mid
86.5
1,001-10,000
1600
8-10%
Premium
2.1
>10,000
900
15-20%
*Source: Indian Journal of marketing, June 2013
**Source: Technopak Analysis
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Indian Luxury
Timepieces
Various brands cater to different luxury segments like affordable
luxury, aspirational luxury and absolute luxury
Trends
Luxury brands account for 4% of total
timepieces sales
CAGR of 24%
Increased presence in smaller cities fuel sales
Special events and gifting occasions
supporting growth, particularly popular gifts
amongst Senior corporate managers and
for Government employees
Men are most likely customers than women
Majority of sales from store based retailing
in Tier I cities
Green Luxury and Social responsibility is
important factor
Prospects
Penetration into leading jewellery and watch
outlets like Malabar Gold in south India and TBZ
in north India
Online portals will develop as a retail channel
Industry &
Competition
CATEGORY DATA
Sales of Luxury Timepieces by Category: Value 2007-2012
Rs million
Men's
2007
1,089.9
2008
1,438.7
2009
1,467.5
2010
1,731.6
2011
2,077.9
2012
2,452.0
Women's
274.4
406.1
418.3
468.5
562.2
663.3
Total
1,364.3
1,844.8
1,885.7
2,200.1
2,640.1
3,115.3
Sales of Luxury Timepieces by Category: % Value Growth 2007-2012
% current value
growth
2011/12
2007-12 CAGR
2007/12 Total
Men's
18.0
17.6
125.0
Women's
18.0
19.3
141.8
Total
18.0
18.0
128.3
Forecast Sales of Luxury Timepieces by Category: Value 2012-2017
Rs million
Men's
2007
2,452.0
2008
2,795.2
2009
3,172.6
2010
3,585.0
2011
4,033.2
2012
4,517.2
Women's
663.3
774.8
903.4
1,049.8
1,217.7
1,410.1
3,115.3
3,570.0
4,076.0
4,634.8
5,250.9
5,927.3
Total
Research
SWOT and
Brand Equity
STP and
Marketing
Mix
Integrated
Campaign
Forecast Sales of Luxury Timepieces by Category: % Value Growth 2012-2017
% current value
growth
2011/12
2007-12 CAGR
2007/12 Total
Men's
13.0
84.2
13.0
Women's
16.3
112.6
16.3
Total
13.7
90.3
13.7
Source: Euromonitor
Devanagari
Watch
Consumer
Perceptions
Brand image and status influence the older generation more, while
others influence has a role to play among the younger generation
Results of a Primary Research survey done to study consumer based perceptions, and predict trends
Methodology: Survey
Respondents: Sample size 100; 50 Gen X, 50 Gen Y
Gen X
>35 years
Consumer
Gen Y
18 35
years
7 8 years
High brand loyalty
(Stable)
Reason for loyalty:
class, status and
image
complement them
and their
personality
Few people
to own a
watch for a
particular
occasion
Comparative
brand hierarchy
Duration of brand
usage
Multiple
watches per
individual
Other factors
2 -3 years
Low brand loyalty
(Open to
Experimentation)
Reason for loyalty:
contemporariness,
influence
Aspiration to buy
costlier watches
Few people
to own a
watch for a
particular
occasion
Styling
aspect
Top-of-the-mind
recall
Brand tag lines LOW
but better than Gen X
Brand ambassadors
HIGH
Brand loyalty
beyond watches HIGH
Titan
Citizen
Rolex
Timex
Tissot
Calvin Klein
Casio
Armani
Fastrack
Tommy Hilfiger
Reebok
Casio
Gucci
Diesel
Calvin Klein
Armani
Top-of-the-mind
recall
Brand tag lines - LOW
Brand ambassadors
HIGH
Brand loyalty
beyond watches LOW
Secondary Research: Published in Indian Journal of marketing, July 2013 edition
Industry &
Competition
Research
SWOT and
Brand Equity
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Competitor
Analysis
All major competitors have a reasonably well defined emotional space
Industry &
Competition
Origin
Swiss
Swiss
Swiss
Swiss
Japanese
Target
Segment
Super
Premium
Premium
Super
Premium
Premium
Mid premium
Price
Points
Rs 1,00,000 +
Rs 70,000
Rs 7,00,000
Rs 1,20,000+
Rs 40,000
Rs
5,50,000
Rs 6,000
Rs 1,00,000
Brand
Character
Omega signifies
prestige and
accomplishment
Tag Heuer
talks of self
identity and
self esteem
Success,
accomplishment
going beyond
ones limits
Elegance is
an attitude
Made to last
beyond time
A Swiss luxury
watch;
Spirit of
achievement
A sports
chronograph,
self esteem
Symbol of
success; a jewel
Beautiful
designs,
elegance
A premier well
engineered
watch
Benefits
Offered
Analysis done through Secondary Research: Studying the advertisements, websites and Social Media
Research
SWOT and
Brand Equity
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Competitor
Analysis
The grid below shows the top 10 brands in India* in terms of their
Products Attributes and Positioning
Mechanical Movements / Automatic
Quartz
Industry &
Competition
Exclusive Luxury
Research
Jewellery
SWOT and
Brand Equity
Lifestyle
Technical
Accessible Luxury
Sports
Quartz
Design
Fashion
Mass / Lower Priced
Source: Swiss Luxury Watch making Industry, Karine Gautshi, 2005
*Top 10 brands in India as per retailer feedback, as provided in the case
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Primary
Research
Corporate executives form the chunk of people who consider
purchasing a Frederique Constant timepiece
Primary Research* was done in 2 stages by visiting various watch retail outlets in Mumbai
Methodology: Personalised interviews and Observation
Respondents: Watch Stores Retailers / Managers
Location: At the retail store
Stage 1:
Stage 2:
Process: Interview with owners/ managers/
sales staff of various luxury watch stores
Objective: To determine luxury consumers
preferences, and develop insights about
their consumer behaviour and trends
Process: In depth Interview with owners/ managers/ sales
staff of 3 Frederique Constant Stores in Mumbai
Objective: To determine profiles of past Frederique Constant
buyers, and develop insights about customer perception
about the brand
Insights:
Insights:
Luxury customers are extremely
brand conscious; One would rather buy
a simple watch of a premium brand
rather than a fancy watch of a brand
not as premium
Luxury customers are not as particular
about designs as they are about the
brand itself
Indian luxury customers enjoy good
deals are value seekers
Frederique Constant is purchased /
enquired about mostly by corporate
people and business executives (clear
results of the focus and marketing till
now)
An FC watch is not perceived as designer/
fashion piece at all, and more of a classic
Swiss watch, purchased for quality
The devanagari script watch found quite a
few purchases from Politicians
*Detailed description and results of research in Annexure 1
Industry &
Competition
Research
SWOT and
Brand Equity
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
SWOT
Strengths
Greater if it is a POD
rather than just a POP
Can be leveraged upon to
build Competitive
Advantage in the long term
Consumers need to be
communicated about FCs
Differentiators
Opportunities
Highlight new
avenues to build
capabilities
Conducive
environment
changes
Growing market potential
that needs a good
marketing mix to tap
Differentiating strengths will form the basis of building brand identity
Swiss origin (Geneva)
Handcrafted Automatic
Mechanical Timepieces
Vertical integration
delivering better quality
Heritage value of timepiece
Corporate focus
Classic sedate designs
Increasing disposable income
More upcoming ventures to
partner
Corporate gifting trend
Target a younger
audience
Communicate the
long term
value of an
FC watch
New Entrant to
Indian Market
Low Brand Awareness
Lower number of mass
campaigns (only focused
promotion)
No high profile ambassador
Not perceived as a young
persons watch
Weaknesses
Show priority areas or
focus areas for
Marketing
Highlight wrong
strategies
Find ways to overcome
effects of weaknesses
through innovation /
alternate channels
Mobile manufacturers entering
the watch manufacturing space
Cheaper substitutes
Counterfeit watch market
Older brands with higher
equity in India
Industry &
Competition
Research
SWOT and
Brand
Equity
STP and
Marketing
Mix
Threats
Increasing risk of
environment
factors
Risk of current
brand strategy
Need to take up strategic
brand building activities
over a longer period
Integrated
Campaign
Devanagari
Watch
Understanding Brand Equity of Frederique Constant in India
FCs Brand Equity
Points of Parity and Points of Difference
can help understand brand equity of
Frederique Constant in India
Points of
Parity
Points of
Differentiation
Swiss Watch
Sedate, classy,
clear dial
designs
Automatic
handcrafted
Live your
Passion
High quality
Corporate
Focus
Durable
Heritage, story
of founders
Collectors
Value
Devanagari
script watch
Objective
Industry &
Competition
To achieve long term leadership in
India, Frederique Constant will
have to create a strong,
differentiated brand positioning
and focus on the correct target
according to the brand character
Research
Measuring the Brand Equity
Brand Asset Valuator(BAV)* by Young and
Rubicam Group used to measure equity
Niche/
Untapped
Brand Strength
(Differentiation and Relevance)
Brand Equity
Leadership
Declining
New
Eroding
Unfocussed
Brand Stature (Esteem and Knowledge)
Frederique Constant in India is differentiated in
terms of its design, heritage, corporate focus and
value, however, it still remains fairly niche due to
the huge untapped potential
The long term goal of FC as a brand will be
to move into the upper right quadrant (Leadership)
Since the luxury watch industry is
already crowded with multiple
brands, and each of them partly
own equities of craftsmanship,
precision, quality, and other
functional attributes of automatic
watches, to create differentiation,
instead of competing in the same
space, Frederique Constant to
create Executional equity of Live
your Passion with other brand
characteristics
supporting
as
functional equities
Accessible Luxury
Vintage
LiveCreativity
your Passion
Collectors Value
As per primary research with watch retailers,
and secondary data analysis
*Detailed description about BAV in Annexure 3
Swiss Geneve
Heritage
Handcrafted Automatic
SWOT and
Brand
Equity
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Segmentation
Strategy
Focus on Corporate Sector needs to be expanded to Professionals
Industry &
Competition
Focussed Identity of a Corporate Watch
Untapped to a great extent by competition
Offer less expensive means for focussed
promotions as opposed to mass campaigns
Too focussed, and the target may not
resonate the brand as effectively as desired
Segmentation and targeting ideally be based
on psychographics for a lifestyle product
Research
SWOT and
Brand Equity
Demographic Segmentation
Mainly corporate executives,
however also including professional
businessmen , musicians, doctors,
academicians, sportsmen, journalists
etc.
Income bracket: High income
Leveraging some
of the merits of current
Strategy and rectifying some
of the cons, we propose expanding
the target to a larger group of Professionals
- business executives, doctors, lawyers, journalists,
teachers, artists etc.
Psychographic segmentation
Based on Personality, Values and
Lifestyles
Passionate and mature individuals
who appreciate beauty of niche
handcrafted automatic designer
products. They desire premium
products to reflect their passion
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Brand
Positioning
The Brand Key* Model
developed by HUL is
used to understand the
positioning of the
Frederique Constant
brand, and to understand
strategic fit of Live your
Passion
for passionate
professionals
Positioning of Frederique Constant and building the brand
Industry &
Competition
Luxury timepieces handcrafted with passion
Accessibility
Passionate, Appreciation
for Swiss luxury,
craftsmanship, classic
design
Product
Philosophy
Made in Geneva Passionate
endorsers, heritage of
founders
Research
SWOT and
Brand Equity
Essence
Live your
Passion
Handcrafted in Geneva ;
Passionate about owning
& wearing an FC watch
Classic designs A reflection of
passionate professionals
A passionate, confident
individual wants a sedate luxury
timepiece reflection of his own
passion and personality
Insight
Luxury time pieces,
technology watches,
luxury jewellery - bracelets
Competitive
Environment
Target
A passionate person who
has a desire for exquisite
luxury and craftsmanship
Root Strength
Passion (profession, craftsmanship, design, interest)
Value through accessibility
*Detailed description about
Brand Key in Annexure 2
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Marketing Mix
8 Ps
Re-defining the Marketing Mix according to the 8Ps of Luxury marketing*
Product level (Functional Benefit) - handcrafted, own caliber development,
beautiful designs, new technologies
Experiential level (Emotional Benefit) Live your passion
Industry &
Competition
PERFORMANCE
Accessible Luxury
Price points Rs. 45, 000 to Rs. 2.25 lakh
PRICING
PEDIGREE
The Swiss connection Geneva
Heritage: Frederique Constant first
names of great grand parents of
founders
Research
SWOT and
Brand Equity
Events
Other Associations
PUBLIC
RELATIONS
(PR)
Retail brand environment
heightening consumer experience
Niche media events, magazines,PLACEMENT
In-flight entertainment
P
P
PUBLIC FIGURES
PAUCITY
PERSONA
Handcrafted quality constrains
mass production
Limited POS
STP and
Marketing
Mix
Distinctive projection Passion
Coherence across consumer touch points
events, associations
Visual brand identity
Long form commercials/ short film videos
targeted towards professionals
Activation Programs Share your Passion
Garners attention, credibility and impact
Personality resonates with brand aura (passionate professionals) Harsha Bhogle, Chetan Bhagat
Weekly podcasts about their stories and life, distributed across digital channels
Key Takeaways
Experiential value is as important as product excellence
Pedigree is important but it is also important to generate ongoing relevance and dynamism through Persona, PR
Exclusivity and Stature through paucity and placement factor
*8P Analysis by BPG Group, UAE; Source: Brand channel
Integrated
Campaign
Devanagari
Watch
Recommendation
IMC
Based on the STP and mix towards building the brand, what we propose
for the short term is a targeted campaign under theme of Passion
Industry &
Competition
Integrated Marketing Campaign
Handcrafted for the Passionate
Professional
Mobile Devices
Social Media marketing
Direct Emails
Website and blog
Search based ads
Events
and PR
Digital
Marketing
Research
Corporate executive cricket and
golf tournaments, offsites
Exhibitions in 5 star hotels
Annual Business Quiz Passion
IMC Media
Mix
Reducing the electronic waste
campaign
Fund raising for specific causes
Tie ups with hospitals and nursing
homes
Carbon positive manufacturing and
service setups
CSR
Liveyourpassion
SWOT and
Brand Equity
STP and
Marketing
Mix
Strategic
advertising
Point of Sales
Promotions
Use of technology enabled devices (edisplays) at POS
Small branded collectibles with every
watch (depending on collection)
Print based
Airlines screens
Airports billboards
Hotels, lounges and clubs
Exclusive previews and concerts
Integrated
Campaign
Devanagari
Watch
Targeted advertising in specific media will help reflect brand character,
and build brand salience; POS will help improve brand imagery
Advertising
and POS
Endorsers
Get passionate people to
endorse the brand not
necessarily
high
profile
celebrity
endorsers,
but
popular individuals who are
passionate about what they do
Suggested Advertising Communication Themes
Gifting during festivals
Gift yourself, Gift
others - a perfect gift
for the passionate
professional
My Passion my pride
Inspirational heritage and
story
of
Frederique
Constant founders and
their values and passion
Celebrate your Passion professional
achievements and milestones (first job,
a promotion) - Rewarding yourself with
an FC- a timeless masterpiece to
celebrate your passion
Industry &
Competition
Research
SWOT and
Brand Equity
Channels for Advertising
Point of Sales Marketing
Magazines
Besides corporate magazines already used, Forbes,
Business Today and The Week Magazine
Since the TG is now Professionals, lifestyle magazines like
Chip, Verve, Tehelka can be added
The Little Magazine featuring art, films, documentaries,
poetry can be an interesting addition
Billboards
Outside airports, IT
studios, 5 star hotels
In-Flight entertainment
for international flights bound into India
E- displays and screens
At the POS technology enabled
electronic catalogues can be
used to display various ideas
around Passionate.
parks,
Branded FC collectibles
Refine packaging to include a
branded collectible with every FC
watch Either it can be standard
or varying as per the FC collection
Examples: A Frederique Constant
Stamp, a heart shaped ornament
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
FC Collections
Themes
Under the leitmotif of Passionate Professionals a few communication
/ advertisement themes are suggested for each of the FC collections
Industry &
Competition
Inspired
by
passionate
individuals, Manufacture is a
range of exquisite handcrafted
watches that signifies Passion
for Innovation
A collector's
masterpiece;
Vintage Rally is a
range of exquisite
handcrafted
watches which are a
timeless signature of
the collectors
passion for style and
prestige
Elegant, Bold; Runabout is a range of
handcrafted, hand polished watches
for passionate professionals who
have an eye for detail
Liveyourpassion
A Swiss masterpiece; Classic is a range
of heritage watches known amongst
collectors for their exceptional value; for
the classic professional!
Feminine
and
sophisticated, classic
and elegant, sexy in
every detail; Ladies
automatic is a range of
fine
mechanical
timepieces developed
with
passion
by
women for women. It
reflects the values and
aspirations of the
modern, independent
professional woman
Research
SWOT and
Brand Equity
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Events and
Associations
Promotions through exclusive Events & Associations will improve
Persona of the brand
Objective
To create awareness about
Frederique Constant among
Passionate Professionals in a
targeted manner
Process
Convene professionals who share
passions and educate them about FC
while giving them a chance to live
their passion brand resonance
Industry &
Competition
Research
SWOT and
Brand Equity
Bringing the Passion Awards
to India Extend the theme to
professionals
Partner with corporate associations for
sponsorship of corporate offsites for
executives
Sponsoring Corporate Sports
Tournaments. like Cricket,
Polo and Golf. An FC watch as
a winners memento
Participation in events like
Indian Luxury Expo & Mint
Luxury Conference
STP and
Marketing
Mix
Integrated
Campaign
Sponsoring Niche Professional
Events and Concerts
Niche events like the Mahindra
Blues, Jazz concerts etc
Starting an Annual Event
like a Business Quiz or a
Quizzes within specific
Professional domains
Strategic Event Partnerships
with Car Shows/Rallies which
FC does globally Land Rover
FC Exhibitions 5 star hotels
Also fine dine pubs, lounges
and restaurants can have
promotions
Devanagari
Watch
Digital
Marketing
70%
Digital is a common landscape for luxury consumers, so as digital content evolves and the
web grows, brands are testing how to interact with their consumers in the digital space
-- Andrea Wilson, luxury practice lead, iProspect
of consumers prefer to hear about
new products from Facebook
friends rather than brands*
Search Engine Optimization SEO
improves through uploading Search guides
of fresh content on the
website
Ads should be strategically
placed so as to improve
FC on Social Media
Communities of Passionate Professionals
Besides brand FC page, FC should have an
India specific page which should
continuously be uploaded with fresh
content about sponsored events,
associations and happenings.
Since the new focused target are
Passionate Professionals, create forums
where they can share stories, and interact
with each other
Build activity through engaging content,
promotions, taglines and contests
Invite passionate professionals to share
their stories
Loyalists, Frequent
customers, Aspirational
fans
Enthusiast forums
Brand moderators
+ 57%
Mobile Apps
QR codes
have asked their friends on
Facebook for advice before
purchasing a product*
Continuous
engagement
Big opportunity for brands to play a
stronger role on Facebook, Twitter
and other platforms
Research
FC Smartphone App
Make and share your own FC watch
design on the app
Get information about FC watches and
events
Mobile
Devices
Search
Highly targeted
High ROI
High competition for
attention
Email
Digital
Marketing
Social
media
Emails to be sent to focussed
professionals/ groups before
and after events to build brand
experience
Website
Have an India specific
micro-site on the website
Upload sponsored news and
events to build identity of
passion
Industry &
Competition
Big, beautiful images
Detailed product descriptions
Captivating lifestyle content
Video and image galleries
*Source: 8thBridge report, 2012
SWOT and
Brand Equity
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
CSR
CSR is an increasing focus among elite luxury brands and in India
this trend is all set to take off in a big way
Recently in August 2013, the Indian Government passed a clause where
companies will have to spend 2% of their net profit on CSR projects. It gives an
opportunity to Frederique Constant to tie up with corporates for such projects,
providing greater brand visibility, as well as strengthening support of the brand
towards social causes
Frederique Constant - Heart Association
Sponsor certain fund raising events where charities and associations can put out presentations /
shows and wealthy people, corporations and institutions can donate towards the cause. Since FC is
associated in a big way towards Heart diseases, partnering with heart research institutes and
hospitals is strategic in India as well. Social media can be used for promotions
Be a part of the Heritage:
All partnering charities, associations and NGOs to be rewarded with a trip to FC HQ in Geneva
E-waste
Creating awareness about the generation of tremendous amounts of e-waste generated through
used cells in watches. Promoting mechanical watches and creating awareness about the longer life
and collectible nature of watches. Creation of short films and viral videos to support the cause
Carbon Surplus
All manufacturing and service centers the world over - to be carbon positive or rather carbon
surplus. This can be communicated through different media
Industry &
Competition
Research
SWOT and
Brand Equity
STP and
Marketing
Mix
Integrated
Campaign
Devanagari
Watch
Devanagari
Script watch
Passionate about Indian design a timepiece handcrafted for you!
Ethnically Aesthetic
Ethnic: a range of handcrafted watches for the
Passionate Indian who attempts to build a connect
with his roots while at the same time making efforts
to achieve grandeur
Primary Research suggested that the
watch was fancied by Politicians
Product inline with consumers values
Indian consumer sees a sign of luxury in Indian
culture/ ethnicity/ royalty
Focus on Political class
Industry &
Competition
Research
SWOT and
Brand Equity
Promotion Campaigns along
National Festivals like 15th of
August or 26th of Jan
Special strategic promotions during
Gifting festivals like Diwali, Holi,
Rakshabandhan etc.
Marketing campaign on Social
Media, about Indian-ness
Share why youre passionate about
India!
Imagery to feature ancient royal
Indian culture jewels, ethnic
handicrafts, surroundings
STP and
Marketing
Mix
Integrated
Campaign
Created for India
Crafted in Switzerland
For the Passionate Indian
Devanagari
Watch
Annexure 1
Primary Research Details
Brand Key Terminology
Frederique Constant Stores visited in Mumbai The Collective,
Watches of Switzerland.
Interviews with store managers/ sales person
Broad List of Questions / Topics discussed:
1.
2.
3.
4.
5.
6.
7.
What do luxury watch customers (watch purchase above Rs.
20,000) prefer the most? Brand loyalty v/s design of the watch
What are the most important factors taken into consideration
while making such a purchase?
What is profile of people who enquire about or consider the
Frederique Constant brand?
What does Frederique Constant known for the most?
Does Frederique Constant receive a lot of corporate orders?
Which collection of Frederique Constant is the most popular?
About the watch with Devanagari script did regular FC buyers
buy it or it attracted specific buyers?
Brand Asset Valuator
Photographs of display Frederique
Constant Watches at the POS
Annexure 1
Primary Research Details
Brand Key Terminology
Brand Asset Valuator
Results of the Research
What matters the most while making a luxury purchase
Brand v/s Design
Brand Loyalty
Design
Brand
Design
Celebrity
Price range
Style/ Type
of watch
What FC is known for the most
Swiss watch
Sedate clean dial designs
Quality
Collector value
Profile of people interested in FC
Most Popular collection of FC
Manufacture
Collection
Devanagari Script watch - India
Mainly
Corporate
Executives
Politicians :: and People who
preferred something ethnic
Annexure 2
Primary Research Details
Brand Key Terminology
Brand Asset Valuator and
The Brand Key model consists of ten steps to establish effective brand positioning. The ten steps have been
described below:
1. Root Strengths- It is the original product, values and/or beliefs that made the brand great and on which
we want brand to build.
2. Competitive Environment List of competitors, including share of wallet and share of mind
3. Target Its the person and the situation for which the brand is always the best choice, defined in terms
of their attitudes and values, and not just demographics.
4. Insight The element of all you know about the target customer and their needs on which the brand is
founded.
5. Benefits The differentiating functional, emotional and sensory benefits that motivate purchase.
6. Values, Beliefs and Personalities The brand values what the brand stands for and believes in and its
own personality.
7. Product Philosophy Our guiding product beliefs and principles and how we prove these principles
through product experience.
8. Reasons to Believe These are the proofs we offer to substantiate the benefits/brand experience
9. Discriminator The single most competing and competitive reason for the target consumer to choose the
brand.
10.Essence - The distillation of the brand into a core idea or promise.
Annexure 3
Primary Research Details
Brand Key Terminology
Brand Asset Valuator
The Brand Asset Valuator Model (Trademark of Young &
Rubicam Group) measures brand equity based on 4
parameters, as explained below:
1.
2.
3.
4.
Differentiation:
Difference,
uniqueness
and
distinctiveness Reflecting the brands essence and
ability to stand out from competition. Also captures
the brands ability to command a premium.
Relevance: Personal appropriation to customers of the
target group. Relevance is the source of the brands
staying power.
Esteem: The degree to which the target group likes
the brand, and understands how it fulfils its brand
promise. Esteem is influenced by popularity and
quality.
Knowledge: It means the ability of customers to
internalize what the brand stands for. Knowledge is
generally achieved over time, and marketing and
media is crucial in achieving this.
Brand Relevance and Differentiation
together make up Brand Strength
Brand esteem and knowledge make up
Brand Stature
