Brand Plan for Sport Watches & Accessories Brand

1. Brazil Distribution Strategy
(2008-2011)
Ana Luz – march 2008
1

2. Brazil Distribution Strategy
(2008-2011)
• Distribution Strategy - Where
• Distribution Strategy - How
• Consumer Profile – Who
• Opportunities
• Market Trends
• Product Search
• Bibliography
Ana Luz – march 2008
2

3. Brazil Distribution Strategy
Where & How
Ana Luz – march 2008
3

4. Brazil Distribution Strategy
Where
-Focus at top markets SP, RJ, SC, PR, RS – main malls and street doors
- Channel Segmentation: boutiques/concept stores & premium doors.
- Doors Criteria: presentation, location, mix of brands, gender, age
- Consumer Segmentation:
- Surf,
- Skate,
- Fashion,
- Urban & lifestyle
- Specialized jewelry & watch
- Premium accessories.
- On-line store
- Product Segmentation: selective product mix oriented by channel and consumers
segmentation, price points and product line.
- High level of brand exposition & unique brand experience at retail & premium exposition

5. Brazil Distribution Strategy
How
• Sales
Phase 1 - 2 sales reps + 1 sales trainee (2008)
Phase 2 – 3 Reps + 1 sales assistant. (2010)
•Marketing
Doors Plan Draft
2008 – 20 doors
2009 – 30 doors
2010 – 40 doors
2011 – 50 doors
- Technical & sales training support.
Marketing & Communications Support: connection
with surf skate events + music, art & entertainment, design.
- Catalogs/Videos
- Print Advertising
- Internet - www/nixonnow/brazil/storelocator/retailer.
- Sales Promotion
- Launch Events
- Retail partnership
- premium expositor and corners.
- PR connects Celebrities & Opinion Leaders & Sports personalities.

6. Brazil Distribution Strategy
Macro Markets and Key Cities (% Rev. b/Market)
Fortaleza: 0,5%
Recife: 1,0%
3 SIS
Salvador: 0,9%
Brasilia: 1,3%
10 SIS
11 SIS
Belo Horizonte: 1,7%
5 SIS, 1 NS
Rio de Janeiro: 8%
21 SIS, 2 NS
Curitiba: 3,9%
São Paulo: 30%
14 SIS, 1NS
56 SIS, 3 NS
Porto Alegre: 5%
SAO + RIO = 40% of revenues
17 SIS, 1 NS

7. Brazil Distribution Strategy
Consumer Profile
Surf
1
2
Fashion/Urban Lifestyle
Skate
Boutiques
Premium
1
2
Best
Core
Snow – Campos de Jordao* - SP
Summer Hot Spots – Brazil – Ilhabela, Trancoso, Jurere int.
Boutiques
Premium
Best
Core
1
2
Boutiques
Premium
Best
Core
Jewerly/Accessories
1
2
Boutiques
Premium
Best
Core

8. Brazil Distribution Strategy
To:
Ana Luz – march 2008
8

9. Brazil Distribution Strategy
Jewerly/Accessories
1
2
Boutiques
Premium
Focus distribution on main malls and select
jewerly well stablished retailers as partners to
cover regions of class A consumers that
search for status & luxury.
SP - Shop Iguatemi, Shop Cidade Jardim,
Shop Villa Lobos, Shop Morumbi, Oscar
Freire St, Daslu, etc
RJ – Barra Shop, Shop Gavea, Rio Sul,
Desing Leblon etc
Store Profile: Boutiques/Concept
Ex: Dryzun, Amsterdan Sauer, H.Stern, Natan,
Tabacco & Gift Shops, Duty Free/Paid.
5-10 doors

10. Brazil Distribution Strategy
Urban
1
2
Boutiques
Boutiques
Premium
Premium
Best
Core
Core
Focus distribution on undergorund stores at
street & galleries as partners to cover regions
of consumers for stylish street & urban
attitude.
SP – Galeria Ouro Fino e Galeria do Rock
RJ – Galeria River
Store Profile: Underground stores
Ex: Ichiban, ADD, NYC, Junks, etc
Need credit approval
5- 10 doors

11. Brazil Distribution Strategy
Surf
1
2
Concept Stores
Premium
Focus distribution on the best surf
Boutiques and also Billabong`s for
surf premium consumers & opinion
leaders.
2 – select Billagong best retailers –
ex: Star Point, Tench Beach,
Overboard, Central Surf for core
surf consumers.
5-10 doors
Competitors Surf Brands http://
www.tactics.com/brands/surf

12. Brazil Distribution Strategy
Skate
1
2
Concept Stores
Premium
1 - Identify Skate Boutiques – Ex: Maze
for premium consumers.
2 – select Element premium retailers 10
to achieve core consumers
5-10doors
Competitors Skate Brands http://
www.tactics.com/brands/skate

13. Brazil Distribution Strategy
Fashion
1
2
Boutiques
Premium
1 – Exclusive Launches for Multibrand
Boutiques – Docdog Sneakers, Ichiban,
Surface to Air, Hospedaria Carioca,
Reserva, Daslu, Pelu.
2 - Identify premium multibrand fashion
specialized for men and women outside
SP/RJ.
5-20 doors

14. Brazil Distribution Strategy
Opportunities
Ana Luz – march 2008
14

15. Brazil Distribution Strategy
Opportunities
•
Be info-comercial - Surf & Skate & Fashion & Urban + entertainement - new
concept stores at SP and RJ - Billabong, Element, Custom, Nixon, VZ with
unique brand experience through retail premium exposition.
•
Be in the Hot Spots in the City/Street: Malls - Iguatemi Shop Mall, Shop Morumbi
(Billabong), Shop Villa Lobos, Shop Cidade Jardim & Street Spots: Oscar Freire,
V.Nova Conceicao, Vila Madalena, Baixo Jardins.
•
Be in the Hot Spots at the Beach – Jurere Internacional, SC, Trancoso BA,
Maresias, Parati, Ilha Bela, SP, Buzios RJ, Pipa, CE etc
•
Be Local: partnership with local designers and sports personalities for colab
product development and sponsorships.
•
Relax, Ride and Enjoy: Hotels and Natural Resorts, Surf & Skate Travelers
Guide, Skate & Surf Camps, bike boutiques.

16. Brazil Distribution Strategy
Market Trends
Luxury Watch Brands Get Sporty
An Active Choice
Luxury Meets Lifestyle
Retro Watches

17. Brazil Distribution Strategy
Market Trends
Ana Luz – march 2008
17

18. Brazil Distribution Strategy
Market Trends
•
Luxury Watch Brands Get Sporty
Effective motivational merchandise reflects the lifestyle of the recipient, so it makes sense
that today's active, health-conscious workforce is gaining interest in sporty watches.
Sports styles should be included in any well-rounded selection of motivational timepieces.
These watches fall into two general categories, quartz or mechanical, says James
Feldman, president of Chicago–based James Feldman Associates. Quartz watches work
electronically, while mechanical timepieces rely on springs and gears to keep time.
Mechanical sports watches cost far more than their quartz counterparts.
Sporty quartz watches have seen a boost in popularity, thanks to rapidly dropping prices
and increasing functionality. "Inexpensive sports watches are so much better today than
they were a few years ago," Feldman explains. "As prices have come down,
functionalities have gone up. [Merchandisers offer] running watches that can track your
pace and heart rate, diving watches that tell how deep you are and how long you've been
under, and climbing watches with altimeters."
While inexpensive quartz sports watches have mass appeal, sporty mechanical
timepieces have enduring meaning, Feldman says. "Traditionally, the sign of success at a
car dealership has been the Rolex Submariner. It's a big, heavy, mechanical watch that
costs between $4,000 and $6,000 in silver, and up to $20,000 in gold."

19. Brazil Distribution Strategy
Market Trends
•
Luxury Meets Lifestyle
As their popularity among consumers grow, sportier wristwatch styles are migrating into
luxury brands, and experts say that an upscale watch can have an sporty vibe without
relying on a rubber strap or an LCD display. As Allyson Krichman, senior director of
fulfillment at Rymax in Pinebrook, N.J., says, "It's not about sporty meaning a rubber watch.
We think of a sporty timepiece as having a little bit of an edge to it."
Mainly seen in men's watches, multiple-dial designs give luxury watches a sportier feel,
Krichman says. "And stainless steel bracelets definitely create sportier looks, both for
women's and men's watches."
Multiple functions can also give wristwatches a sportier look, says Joe Zanone Jr., senior
vice president at Mahwah, N.J.–based Movado Group Inc., and the extra functions can
have special utilities for activities on incentive trips. "For instance, a compass watch is a
great gift when companies take their incentive qualifiers out on hiking trips or send them on
teambuilding activities like scavenger hunts," he says. "For beach incentives, diving
watches are an obvious choice."
Zanone points out that sporty styles can be found on timepieces at all price points,
including the very high end. "For ladies, we can do something a little more sporty but we
dress it up with diamonds," he says. "The new SE Movado Collection for ladies comes with
a diamond bezel."
Whether an active competitor, or just an active benchwarmer, adding several sporty watch
options to your merchandise selection is a great way to get more participants in the game.
Here are eight great timepieces that will have of your performers racing to the finish line.

20. Brazil Distribution Strategy
Market Trends
•
An Active Choice
As a reward, sports watches have a special status value, advertising the wearer's active
lifestyle. "If you're wearing a dive watch, people will think you're a scuba diver. If you're
wearing a watch with an altimeter, they'll think you're a mountain climber," Feldman says.
Companies like the fact that sporty timepieces encourage and reward physical activity and
good health. Arnold Light, founder of The Light Group, a White Plains, N.Y.– based
incentive house, managed a corporate sales meeting for a health care company where 200
sports watches were presented to attendees. The timepieces had moderate monetary
value, as they cost Light's client just $125 each, but the sporty wristwatches conveyed an
encouraging signal to participants.
"By giving out sports watches to attendees, the management was actually encouraging the
sales force to be active," says Light. "The watches became a motivation to become healthy
and stay healthy, and attendees appreciated the appropriately themed timepieces. People
liked the watches a lot."
December 25, 2006
By Ben Chapman, Potentials
Originally published in Potentials magazine, December 2006

21. Brazil Distribution Strategy
Product Search
Ana Luz – march 2008
21

22. Brazil Distribution Strategy
Product Search
1. Seiko Sportura Analog Digital
This wristwatch has a creative design that employs an analog display and a digital LCD display on a
single face. The hour, minute and second hands tell time, and the LCD behind the hands has
chronograph functions. Water-resistant to 100 meters.
$595; www.seikousa.com
2. Timex Ironman Triathlon Bodylink
The Timex Ironman Triathlon Bodylink is a sports watch system that's designed for serious athletic use.
This water-resistant, rubber watch features an easy-to-read LCD display that indicates the wearer's heart
rate, speed, distance and altitude and has chronograph functions.
$300; www.timex.com
3. Movado SE
This timepiece exemplifies the way sports styles are taking hold in luxury watch designs. The SE stands
for Sports Edition, and this Movado has been refined with a sleek, new, sporty silhouette and
aerodynamic contours. Crafted from stainless steel, this elegant watch features a black museum dial.
$1,995; www.movadoincentives.com
4. Bulova Marine Star
The Bulova Marine Star has a clean, efficient design that makes it a classic choice. This chronograph
features a blue sun-ray dial with 24-karat-gold, ion-plated accents, and a stainless-steel case and
bracelet. Water-resistant to 100 meters.

23. •
5. Tag Heuer Aquaracer
Tag Heuer's Aquaracer is a classy option for the water sports enthusiast. It provides the
functionality and accuracy that all water sports demand and is water-resistant to 300
meters. Features include split-time chronograph functions and a double bezel.
$1,095; www.tourneaucorporatesales.com
6. Citizen Eco-Drive Calibre 2100
The Eco-Drive Calibre 2100 features a power reserve meter, a non-reflective crystal,
engraved screw-back case and a screw-down crown. Water-resistant to 200 meters, this
sports watch never needs a battery. It's powered by any kind of light, and runs and
recharges continuously.
$500; www.citizenwatch.com
7. Breitling Avenger Seawolf
This divers watch from Breitling is water-resistant to 10,000 feet. While it's unlikely your
recipient would ever take it that deep, it's a cool technological feat worth bragging about.
This watch is made of titanium.
$2,575; www.tourneaucorporatesales.com
8. Tourneau Safari Sport 1950 Flyer Big Date
This striking wristwatch, with its supersized, 42-millimeter face, takes the dial frenzy to a
new level. The stainless steel case houses a traditional three-hand dial, a date window and
three chronograph dials. The multiple dials give it a retro feel, like something Hemingway
would wear when he chased lions in Africa.
$995; www.tourneaucorporatesales.com

24. Bibliography
http://www.joshspear.com/item/boteggapaul-smith-skateboard/
http://www.youtube.com/watch?v=vw6XFnpReSc&eurl=http://www.simonperry.org/worlds-largest-skate-ramp/
http://www.luxurysurf.com/
http://images.google.com.br/images?um=1&hl=pt-BR&rls=SNYF%2CSNYF%3A2004-47%2CSNYF%3Aen&q=surf+
http://www.tropicsurf.net/index.php?option=com_site_engine&catid=1
http://www.billabong.com
http://www.hstern.com.br/site/home/default.asp
http://ca.nixonnow.com
http://www.goldcoast.stays.com.au/24417
http://www.dryzun.com.br/
http://www.batelsurfcamp.com/Alojamento.htm
http://www.iguatemisaopaulo.com.br/
http://www.starpoint.com.br/
http://www.elementskateboards.com/
http://www.shoppingvilla-lobos.com.br/
http://www.morumbishopping.com.br/home/
http://www.starpoint.com.br/default.asp
http://www.thehundreds.com/
http://premiumskatedesigns.co.nz/
http://www.theretroworld.com/
http://www.retro-watches.co.uk/watchesforsalea-e.html#Casio
http://www.swisswatchboutique.com/2007/03/more_and_more_w.html
http://www.digitaldrops.com.br/drops/2007/09/um_relogio_perfeito_para_djs.html
http://www.stamps.eu/website_EN_%20052005/httpdocs/index_en.htm