EVOLUTION OF OMEGA’S ADVERTISING STRATEGY

PRESENTED BY:AYON ADHIKARY(08DM067)

PRATICK.R.GAYEN(08DM070)

KUNAL PRIYADARSHINI(08DM075)

ROSHAN KANOO(08DM076)

SANJEEV PRADHAN(08DM095)

SANDEEP PANIGRAHI(08DM097)

VEDVYAS PUROHIT(08DM106)

INTRODUCTION & BACKGROUND.• FOUNDED IN 1848,BY 23 YEAR OLD SWISS NAMED LOUIS

BRANDT.

• IN 1879,HIS TWO SONS AFTER HIS DEATH ,AUTOMATED THE MANUFACTURING PROCESS.

• DECIDED TO CONSTRUCT “OMEGA CALIBRE 19”IN 1893 ON THEIR VISIT TO AMERICA,WHICH BECOME INSTANT SUCCESS AND HENCE NAMED AS “OMEGA”

• OMEGA NOW PRODUCES LUXURY WATCHES PRICED WELL OVER $1000.

• OMEGA NOW DISTRIBUTES PRESTIGE WATCHES THROUGH RETAILERS IN OVER 130 COUNTRIES,WITH 4,000POINTS OF SALES AND 100 EXCLUSIVE BOUTIQUES.

THE GLOBAL WATCH MARKET

• THE $3 BILLION LUXURY WATCH SEGMENT WITNESSED STAGNATION IN 2001 WITH EUROPE ACCOUNTING FOR A 3RD OF GLOBAL SALES AND USA WITH 15% OF THE TOTAL SALES.

• IN 2006, THE $7.6 BILLION WATCH INDUSTRY WAS DIVIDED INTO THREE SEGMENTS – SUPER LUXORY SEGMENT, THE PRESTIGE SEGMENT, THE LUXORY SEGMENT.

• WITH THE STAGNATION OF GROWTH IN 2001,THE LUXURY WATCH MAKERS SHIFTED FOCUS TO ASIA AND MIDDLE EAST.

OMEGA ADVERTISING BEFORE & AFTER 1990

• 1894- TEXT BASED ON THE TECHNICAL ADVERTISEMENT OF THE WATCHES.

• 1900- STARTED COMISSIONING TOP GRAPHIC ARTISTS AND PAINTERS.

• 1920’s & 1930’s- DOMINATION OF ADVERTISEMNTS BY MEESSAGES AND SLOGANS.

• 1927 TO 1943- CARRIED TAG LINE “OMEGA ,THE RIGHT TIME FOR LIFE”.

• 1948- STARTED WITH NEW TAG LINE”OMEGA ,THE WATCH THE WORLD HAS LEARNED TO TRUST”.

• 1990- STARTED TO FEATURED MANY CHARISMATIC YOUNG MEN & WOMEN.

• 1995- STARTED PERSONALITY BASED ADVERSTISEMENT WITH CINDY CRAWFORD ENDORSING OMEGA WATCHES WITH STATEMENT “MY CHOICE”.

• 2003-STARTED NEW AD CAMPAIGN FEATRUED SERGIO GARCIA,2003 MICHAEL PHELPS ,2004 FOR OMEGA’S NEW THEME “THE CHOICE”.

NEW ADVERTISING STRATEGY

• PLANNED TO ROPE IN WITH POPULAR PERSONALITIES WHO WERE PAST THEIR PRIME e.g. SONALI BENDRE.

• DECIDED TO USE YOUNG ACHEIVERS WHO WERE YET TO BECOME A LEADING PERSONALITIES IN THEIR FIELD e.g. 16 YEARS OLD YOUNG USA PROFESSIONAL GOLFER NAMED MICHELLE WIE.

STRATEGIES THEN & AFTER• PLANNED TO CONTINUE WITH EVENT SPONSERSHIP AS ITS

FOREMOST ADVERTISING STRATEGY e.g. OFFICIAL TIMEKEEPER AT THE PARALYMPICS GAMES,TURIN & WINTER OLYMPICS,ITALY IN 2006,FOLLOWED BYTHE VANCOUVER OLYMPIC GAMES IN 2010,LONDON OLYMPICS & PARALYMPICS GAMES IN 2012.

• PLANNING TO LAUNCH NEW PRINT AD CAMPAIGN FEATURING A SERIES OF POSTERS CELEBRITING “GREAT MOMENTS IN TIME”.

• EMPHASIZING PROMOTION PRIMARILY THROUGH EVENTS & PRINT ADVERTISING.

• TO ENDORSE THE BRAND WITH CELEBRITES WHICH IS TOTALLY NEW AND UNTESTED BY THE GLOBAL WATCH INDUSTRY.

THANK YOU