T E A MOCCLUMEN-C

T E A MMEMBERS

Khandker Nagib AnwarMaliha MehzabinMd. Khalek ImtiazMd. Jahidul Islam

Fahadul Antu

Why Rolex?

•Market Leaders

•High Customer Loyalty

• Showed consistency in

bringing innovations

Salience

Category Identification

•Highly recognized

• 100% Swiss-made

manufacturer

• Recalled as timeless luxury

watches

Salience

Needs Satisfied

• Social need

•Has a strong heritage since 1905

• Breadth of brand awareness is high.

• Comes to mind in usage situations like deep-sea diving

and mountain climbing.

Performance

Primary and supplementary feature • Elegance and Nobility• 25-45 mm long ,Steel body Style & Design• Exclusive design with finest raw material• Yellow/white/pink gold

Performance

Price• Between US$650 and US$75,000•GMT Ice reference 116769TBR - US$485,350Reliability, Durability, and Serviceability • Every Rolex tells a story• Produced in-house to the most exacting standards•Only official Rolex retailers are allowed to maintain a Rolex

Imagery

User profiles

• Popular in high class social groups

• Celebrities endorsing

• Young, urban professionals, athletes, classy, luxurious

Imagery

Purchase and Usage Situations

• Stores and shopping malls

•Worn in parties, meetings, sports matches

• PayPal Credit (Zero Interest monthly payments)

Imagery

Personality and Values

• Sophisticated (High class)

• Competence (Reliable and High Quality)

Imagery

Brand History, Heritage and Experiences

• Celebrity Endorsers

• Sponsored Events (Tennis, Golf, Motorsports)

•High Quality and Reliable watches

Judgement

Brand quality• Exclusive luxury wrist watches• Variety of product modelBrand credibility• Innovation• Leading brand

Judgement

Brand Consideration• Consideration setBrand superiority• Constant innovations• Pioneers• Intense & active relationship

Feelings

•Social approval

•Self respect