BREMONT WATCHESNguyen Thao Nguyen

Duncan Millin Marios SpyrouIrene Kotswna

Stephanie Theodotou

Content Introduction to Bremont India and South Africa Challenges Marketing communication strategy Conclusion Bibliography

About Bremont Established in 2002 Name's genesis Company's growth British luxury watchmaker Industry award winning

International growth opportunity

Bremont Watches - Quintessentially British

Engineered for the modern gentlemen Endorsed by british celebrity and

sporting elite Aviation and military connotations "Tested beyond endurance" Limited edition watches

Brand Prism

Existing Marketing Activities Celebrity endorsement Events sponsorship Social media > Traditional media Proactive PR activity Lifestyle connotations Selected partnership activity Awards and industry recognition Route to market

Current Target Market Men 25-45 Highly energetic Identify with masculine & adventurous

lifestyle&brands Luxury purchasers Affinity with British values and brands

UK Watch Market Change in consumer perspective Fastest growing segment - mechanical

watches (3%) Dominated by Zeon Ltd (8% in 2011) Impact of economic downturn

US Watch Market Recession impact Growing sector - mechanical watches

(7%) Dominated by Fossil Inc (19% in 2011) 9% in next 5 years

Indian Market Increased penetration Growing segment - Quartz digital

watches (24%) Watches category dominated by national

players Titan Industries Ltd - 34% share High influence of luxury watches Forecast period is expected to be 12%

PESTEL (India)

South Africa Market Recover from economic downturn Mechanical experiences - value growth

in 2012 of 11% Most noticable performares - Lanco,

Citizen, Hallmark and Timex The category is very competitive

PESTEL (South Africa)

SWOT

Porter’s Five ForcesThreat of New Entrants (VERY HIGH):

Entry barriers

Difficulty to build a strong brand preference

Investment in PR events and advertising required

Distribution

Bargaining power of buyers (High):

Jewellers usually are not risk takers

Unknown brand

Already existing established brands in the market

Bargaining power of suppliers (High):

Rely on the autonomous brands (Rolex-Swatch) for supplies

British aviation supplier of relic airplane parts

Threat of Substitute (High)

Watch as an accessory

Sense of status

Practical use under extreme conditions

Objectives Provide a platform for future continental

expansion Acquire 50% brand recognition from the

target market Establish Bremont in target Market as a

premium British luxury brand Increase our existing international sales

percentage from 15% to 50% Increase market share

Challenges Globalisation Competition Global/Local changes in

lifestyle/culture/climate Market infrastructure Consumer mobility towards the brand

Strategy Manufacturing => Britain Exportation Strategic alliance partners

Point of Difference Name: launch of a story / not typical English on the

contrary A piece of history on your wrist: pieces of watch

contain pieces of real aircrafts Family business Logo: "Tested Beyond Endurance" Design Use of relic planes as watch’s internal components Emphasis on the durability under extreme

conditions

Points of Parity Links with Switzerland (English origins) Price Constant Development & improvement

of the models Status Partnership Quality

Existing Marketing Strategy Introduction to MES Replicate existing MS & Innovate where

appropriate Synergy & Continuity with existing MS Utilise Bremont’s strengths & expertise

Overview Celebrity endorsements Events, Events sponsorship & Sports

Activity Traditional Advertising, PR activity Partnership Activity Awards & Industry Events Social Network Activity

The Bremont Sports Club International

Umbrella Vehicle – Sports Events, Sponsorship & Endorsements

Centralised content Additional content Additional Revenue Direct Marketing Opportunities

Celebrity Endorsment Identified key celebrities to acquire as

brand ambassadors Use their status in society to promote Bremont & drive initial consumer interest and demand.

Nationals of the country, yet synonymous with British-ness represents and shared Bremont Values

India Sir Ben Kingsley Nassir Hussain Dev Patel Rahul Dravid Mark Ramprakash Dhanraj Pallai Cross section of celebrities, engage with

a broad target market, represent the ideals and values of Bremont.

South Africa Kevin Pieterson Mark Shuttleworth Retief Goosen Andrew Strauss Brad Berritt

Further SA Considerations Possible conflicts arising from a sense of nationalism

reluctance to identify with British South African brand ambassadors

Alternative suggestions reflecting Bremont Brand values in sporting endeavour.

Including: Mark Bertish (extreme wave surfer) Gavin ‘Moses’ Adams (World street skater champion) Daryll Impey (World Top 10 road cyclist) Adrian Zaugg (South African F1 driver)

Events Strengthen Bremont’s position in the new markets

Gaining the positive connotations and associations from the events

Associated publicity and news coverage

Utilising existing Bremont asset/synergy - “Official Timekeeping” activities.

Relative low costs of such activity,

Emerging technologies - drive consumer engagement

Events Sponsorship India: The MTB Himalaya, The Superbike

World Championship Indian Leg, The Men’s Junior Hockey World Cup, IPL Cricket Season as well as Iron Fist 2013/2014

SA: rugby, cricket, golf and horse racing, Quicksilver Pro Junior Surfing Championship, the Red Bull Cliff Diving World Cup, The Sun City $1million Pigeon Race.

Traditional Advertising Prevalent in launch, and run up to key

gift purchasing period Traditional Advertising < Social Media &

PR India Key Titles - ‘Time & Style’, India

GQ & large quality daily newspapers SA Key Titles - GQ South Africa & FHM

South Africa

PR Activity Vital component Provides bedrock to framework other

activity Potential Cultural differences in new

markets

Partnership Activity Partnership Activity Utilising existing partnerships Benefits of new partnerships – India:

Gurka's; Hockey India/Cricket India, Bharat/Ishapore | SA: Cricket/Rugby Association/National Horse Racing Authority, Armscor/Truvelo/Denel, SA Air Force

Brand extensions potential

Industry Awards and Events Development of International Prestige Incremental sales Supports Sales & Marketing functions

Social Media

Reflective of Bremont’s key marketing successes

Social Media activity ties in marketing aspects Channels relevant audience to a ecommerce

platform Growing audience and brand imprint at

minimal cost Possibility for innovative ways of driving

engagement

Additional Social Media Platforms Youtube Instagram & Pinterest Orkut and Ibibo

Timeline (India)

Timeline (SA)

Return on Investment Indicate the and after implementing

plan total sales Measure success and interpret

consumption information through web analytics and survey questionnaires.

Receive industry awards and recognition.

Thank you for your attention!

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