Company and Advertising Communication Supervision 2
Brand and Marketing Communication
Posted by: Yan Zhang
Teacher: Temi Abimbola
4 Wristwatch Brands
The several wristwatch brands I have decided to critically take a look at are:
Rolex Gucci Seiko Swatch
In 1905, Hans Wilsdorf established a London firm specialising in the distribution of watches. In 1908, Wilsdorf coined a brandname name with which to indication his masterpieces: Rolex. In Switzerland, Rolex obtained the first recognized chronometer certification ever honored to a watch in 1910. In 1914, the Kew Oberservatory honored Rolex wristwatch a Class-A precision certificate. In 1926, Rolex created and copyrighted what can be hailed as the first really waterproof, snug and dustproof watch, fittingly named the " OysterвЂќ (5). Gucci is one of the renowned luxury brand in the world. That started the wristwatch business 26 years ago. In 1997, Gucci had taken control of it is watch business by purchasing Severin Montres bracelets, one of the most significant and most successful watch businesses in the world (7). Gucci has been the third greatest watch company in Switzerland.
Seiko is a Western chronometer company. The planet's first quartz watch was invented by Seiko in 1969 (10). Seiko is well known for technology in enjoy making.
Swatch made its debut in the early 1980's. Swatch clicks along at the rate of modern your life. With its trend-setting colorful design, its pleasant outlook, and its particular unconventional presence, the Swatch message happens a nerve in our period. It is a meaning that is recognized and accepted all over the world (6). Hundreds of millions of such stylish designer watches with the unique look of the Swatch brand have been sold worldwide.
The target sectors for the four brands
Determining the consumer target is important because different buyers may have different brand expertise structures and thus perceptions and preferences intended for the brand. With out this understanding, it may be difficult to be able to condition which manufacturer associations will be strongly organised, favourable, and unique, as in (Keller, 1998).
The Rolex consumers are usually people that come from the upper midsection class and tend to be well off individuals who are capable of afford the luxurious Rolex wristwatches. They could be business men, celebrities (e. g. Political figures and Extremely stars), specialists (e. g. Mountaineers and Divers), and general admirers of high-class products. Rolex's price range is about ВЈ1800 to ВЈ30, 500.
Gucci watch consumers could be people who are comfortable with buying various other Gucci products (e. g. clothes & leather accessories). They understand Gucci wrist watches as trendy " ArtвЂќ rather than chronograph. The customers are not only buying Gucci for its quality; they are ordering into the brand values and image it holds. Most of them are super models and white-collar managers (especially young women). Gucci watch's price range is around ВЈ250 to ВЈ2, 500.
Unlike Rolex and Gucci customers, those who buy Seiko are usually obtaining it for the reliable and functional " Time toolвЂќ. Seiko also attracts consumers who are fanatical about modern systems. Usually they are really middle classes and older people. Seiko's price range is approximately ВЈ50 to ВЈ3, 000.
Swatch will be based upon the idea of providing a wristwatch of outstanding top quality that appeals to people outdated between 8 to 70, owing to its reasonable price and desirable look (6). Teeny-bopper like it because of its recurrent altering design. Collectors adore Swatch wrist watches because they are affordable, limited edition items with their own individual serial numbers. Swatch's range of prices is about ВЈ25 to ВЈ150.
The basic benefit propositions which the four brands offer for the customers
Benefit attached to products, consciously or not ascribed by a developer, will attract several consumers and repel others, as in (Coulson-Thomas, 1983). Customers in the inner-directed...
References: and word is important (2148 words)
2 . Assael, H. (1992) Buyer Behaviour & Marketing Actions. 4th education. Boston: PWS-KENT Publishing Firm.
3. Coulson-Thomas, C. J. (1983) Marketing and sales communications. Oxford: Heinemann Professional Posting.
4. Kotler, P., Armstrong, G., Saunders, J. and Wong, Versus. (2001) Guidelines of Marketing. 3th ed. Europe: Prentice Hall.