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Copy of Marketing Final project - Tag Heuer
Transcript of Copy of Marketing Final project - Tag Heuer
Succesful Communication Strategy Sponsorships Endorsements Competition Four P's Product Price Place Promotion Elements of Success Current & Future Challenges Recommendations Who is TAGHeuer History of TAGHeuer History of TAGHeuer 1860 Edouard Heuer Founded the company
1910 Invented the legendary chronograph
1964 Launch of the "Carrera" chronograph
1985 TAG acquires Heuer, forming TAGHeuer
1999 LVMH becomes the new owner of TAGHeuer Men and Women 28 years - 50 years Diversified group, with buying intention between $1,000 (F1 watches) and $80,000 (TAG Monaco V4 & Micrometer) Market distribution Rest of the world 32% 20% 48% USA top 5 1. Rolex
5. TAGHeuer China top 5 1. Longines
5. Rolex Rolex Omega Hublot Breitling - Carrera
- Gran Carrera
- Link - Aquaracer
- Formula 1
- Golf's Watch - TAG has a price range from 1,000 € to 80,000 €.
- Its luxury entry price level watches from 1,000 € to 5,000 € are especially attractive in developing markets like China and India. - High End stores across the world.
- Systematically closing retailers that do not comply with the luxury status of the brand.
- Does not support internet
sales. - Celebrity endorsement is the heart of TAG’s communication strategy, combined with a tradition of very rich and dramatic advertisement Cutting edge technology Strong ambassadors strategy Price points making the product accessible Rich heritage Global brand presence and distribution - Target customers predominantly male 70%
- Conscious image shift Sport to Glamour
- Sense of boredom setting in Product range
- Target vs Reality High End vs Prestige Thank You - Shorten product lifecycles in mens range + formal dress watches
- Build comprehensive womens range Casual to Formal
- Strengthen brand architecture Add range of design-oriented pieces
- Launch high end limited edition series Image holder
- Re-position brand between Prestige & High End + Image / - comp.
- Continue strong online marketing strategy Social Media Printed media & TV Social Media & Internet