Micro,Macro,CRM,Distribution Channels & History

2. OMEGA
The sign of excellence.
The watch The World Has Learned to Trust Omega.
The right time for life

3. Louis brandt ,swiss ,La Chaux-de-Fonds1848
1879 DETH OF Louis brandt
Brandt sons louis paul,ceaser-brandt& RELOCATion-
January, Biel/Bienne
1880
DEATH 2400W 800 Employees. Paul-Emile Brandt1903
Britains royal flying corps.1917
1918 American army .
into the group SSIH, Geneva.
1925 union of Omega and Tissot.
1930
official timekeeping device of the Olympic Games.1932
had become Swiss 1 producer of watches & 3 in
the world.
1970
ASUAG-SSIH1983.1983
the Swatch Group.1998
0071995
The 19-line calibre watch symbol Ω
2011 olympbic
1894
1969 On MOON.

4. PRODUCT
Watch
• Omega Seamaster
• Omega Speedmaster
• Omega Constellation
• Omega De Ville
• Omega Specialities
Cosmetics & wallets
• Leather Goods &
Fragrance.
Jewellery

5. Constellation Series Seamaster Series Speedmaster Series
De Ville Series
Specialties Series

6. JEWELLERY
• Constellation-
cufflinks, pendants, necklaces, earrings, rings
• Aqua-
cufflinks, pendants, necklaces, earrings, rings,bracelets, acc
essories
• Omega flower- Earrings, rings, pendants
• Omega dewdrop – earrings ,pendants ,necklaces,bracelets
• Omegamania- rings, necklaces, cufflinks

8. Leather & Fragrance
• Watch boxes
• Wallets
• Small goods
• Organizers
• Bags
• technology

9. PRICE
Higher pricing, tighter controls of dealer pricing,
increasing advertising
OMEGA, the prestige and luxury range in the Swatch Group
only a few specific models are as expensive For others, the price
is set as a higher price but not the highest which makes
customers feel they are having the highest quality products but
with more value for money.
Premium pricing
Range from RS 39500/- up to RS2,50,00/-

10. PLACE
• The Swatch Group, has a global supply chain management
system which makes OMEGA capable of sales to the various
international subsidiaries, which are over 200 agents,
providing them with up to date information on sales and
inventories and open orders.
• With 10,000 retailers across the globe located in department
stores, airports, some selected boutiques and cities giving
customers easy access to their products.(coco-codo)

11. DISTRIBUTION CHANNEL OF
OMEGA
By supply chain
management
system of Swatch
group

12. OMEGA through magazines but focusing mostly on
famous, high-reputation and executive level readers’ ones.
In addition, holding seminars to introduce new products or
giving public releases are the most common methods when
promoting products.
OMEGA Seamaster series- male actors and athletes.George
Clooney and Sergio Garcia.
OMEGA Constellation series-they invite actresses and female
athletes, Nicole Kidman, Cindy Crawford and Michelle Wei.
Speedmaster series - is represented by astronauts.
PROMOTION

13. PROMOTION
Sporting & space project, OMEGA proves that the accuracy and
quality of their products are incomparable.
multiple endorsement in order to avoid dependence on the
ambassadors and diversify its risk of a bad celebrity away.
The majority of the advertisements picture male young adults.
This shows that Omega really tries to increase recognition on this
segment. Therefore communication is aimed at youth.
Advertising on magazines, and product placement in James
Bond series movies, OMEGA made the promotion lively and the
brand image explicit and strengthened.

14. ADVERTAISEMENT
Mario Sorrenti, photography
Magazines
Sponsorship.
Endorsement of celebrity.
NASA.

17. Celebrity Endorsement

18. SEGMENTING
OMEGA segmented the brand itself into sporting and
pioneering spirit, in the luxury and prestige range.
And for the customer, the brand focuses firstly on
demographic segmentation.
Those who are in highly successful business level such as
managers or enterprise.
Sports and care about the technology and qualities of a watch
will fall into their customer market.

19. TARGETING
High Income group men and women.
customers who pursue status and style.
to customers who like outdoor activities.
Customers who prefer luxury.

20. POSITIONING
OMEGA made customers to feel they are in a better social
class, with fashionable and on-trend taste.
Also the unique feature such as Seamaster series of OMEGA is
made as a professional diving watch, which is suitable for
customers who love diving activities.
Moreover, co-axial chronograph is an exclusive technology that
OMEGA owns which makes the product unique and special.
A watch brand associated with precision, accuracy and a pioneering
spirit.

21. MACRO ENVIROIMENT
Political factor -Tax rates affects significantly because omega
is durable product.
Economy factor -exchange rate selling their products outside
Swiss, because the fluctuation.
Socio-cultural factor -OMEGA may have better sales volumes
in developed countries compared to those in developing or
undeveloped countries due to the different level of consumption.
Those who pay more attention to fashion and be willing to
spend money to decorate themselves for their better living
standards.
Technological factor -environment-past 10 years mobile phone
as a watch to keep time or check the time.

22. COMPETITORS
Prestige
Level
Luxury
Level
Classic
Level
Well-Known
Brand
Mass Brand
AP Cartier Baume&
Mercier
Citizen Casio
A.Lange
Sohne
Chopard Longines CYMA Swatch
Blancpain GP Maurice
Lacroix
Hamilton
Breguet IWC ORIS SIEKO
Jaeger Piaget Rado

23. BRAND OVERVIEW
During the year 1894, the 19-line calibre watch was
presented, and used the symbol Ω as the brand to introduce
to the public. Since then, the brand has taken an important
role in watchmaking evolution, technology innovations and
development making OMEGA a premier brand in the watch
market industry. In addition, excellent marketing strategies
have also made it a long lasting brand.

24. STRENGTHS
image of high quality substantiated with long warranty
periods.
Official time keeper of most sporting events like Olympics and
Golf tournaments leading to its association as an accurate
watch brand.
Co-axial technology
 Multy celebrity endorsement
Part of the Swatch group that has 28,000 employees across 50
countries with 250 boutiques’ locations across the world

25. WEAKNESS
The positioning of Brand Omega is not as strong and
differentiated as compared to its competitors
Limited market share growth due to competition
 Imitations of branded watches hurt brand image and sales
 The brand is dependent highly on its brand ambassadors
for its marketing and advertising campaigns

26. OPPORTUNITIES
The brand can expand into new categories of watches
furthering its image of being pioneers
Growth opportunities are high in the luxury segment in
developing and emerging economies in the world.

27. THREATS
Competition from other brands in the having a stronger
positioning than Omega
Fluctuating economies means limited spending on luxury
items
Fake/cheap imitations cause damage to brand

28. CUSTOMER RELATIONSHIP
MANAGEMENT
In the prestige watch industry, is only moderately
relationship marketing oriented.
 The industry is very concerned in quality and customer
commitment.
its majority is not focused on account based selling
Research Proposal for OMEGA Watches.

29. Rival rolex vs omega for “king of swiss watch brands”
while Rolex watches were more „evolutionary‟ and famous
for their mechanical pieces and brand
Omega watches tended to be more revolutionary and more
professional focused
Technologically innovative watches