2. - The Brand :
 Prestige, Performance, and Precision
 Promote sporting culture heritage
- Slogan :
 “Swiss Avant-Garde since 1860”
- Brand Positioning :
 Emotional attribute with role models , celebrities
and sports personalities
 Prestige Sports watch

3. - Product :
 Luxury sports watches for Men and Women
 Specialty Product
- Design :
 Diversified design, combining the looks of sports and luxury watch
 Sketch
 Give 3D volume
 Make prototypes and test
- Quality :
 Continuous monitoring throughout the manufacturing process, each component
is subjected to numerous tests including Tag 60 tests for quality
- Features:
 Water Resistant
 Scratch-resistance
 Vibration Resistance
 Screw in Crown
 Double Safety Clasp
 Unidirectional Bezel with minute scale

4. - Brand Ambassadors

5. - Haute Horlogerie
Products
 Tag Heuer Carrera Mikrograph 1/100th Of a Second Chronograph
 Tag Heuer Carrera Mikrotourbillons
 Tag Heuer Carrera Mikrotimer flying 1000
 Monaco V4
Concepts
 Link Lady Diamond Star
 Tag Heuer Diamond fiction
 Tag Heuer Carrera Formula 1 Lady yin yang
 Tag Heuer Grand Carrera Pendulum
- Product Lines :
 Formula 1
 Aquaracer
 Link
 Monaco
 Carerra
 Golf
 SLR
 Grand Carerra

8. - Price Range :
Stainless Steel 800$ - 9,000$
Stainless Steel and 18K Yellow Gold 1600$- 10,000$
18K Pink Gold 18,000$- 35,000$
SS & Ceramic 1700$- 6000$
Titanium 5000$ -10,900$
Stainless Steel and Diamonds 3,000$ - 50,000$
Platinum 80,000$
- Discount :
 Believe discounting de-values their product
 Dealers are forbidden to sell any of their active product for more than 25%
off.
 No allowances, credit terms or payment periods flexibility as it target more
to higher income group.
Price

9. - After Sale Services :
• Send Watch to Service Center
• Maintenance Operations
• International Warranty
• Vintage Workshop

10. - Channels:
 Luxury Department Stores
 Specialty Stores
 5 specialty stores in Pakistan
- Coverage:
 TAG Heuer is one of the most heavily traded Swiss timepiece
companies, with distribution spanning over 6 of the 7
continents
-Online Store Locator
-BaselWorld
Where can you find TAG Heuer watches?

11. Marketing Mediums:
- Advertising Channels :
 TAG Heuer is in the top 5 globally in Swiss watch advertising
 TV Commercials, Newspapers, Luxury magazines (Robb Report ,
WatchTime and International Watch), billboards, online, and in outdoor
media and store ads.
- Social Networking :
 Product images and features
 Sports especially Racing events they organize, advertise or partnership
 News relating to racing events
 Brand Ambassadors and other celebs.
Promotions

12. - Sponsoring and Celebrating Events :
 TAG Heuer celebrated 30 years on seas
 TAG Heuer and the Monaco Grand Prix
 TAG Heuer celebrated Mastering Speed for
150 Years in Moscow
 TAG Heuer at Goodwood Festival of Speed
 TAG Heuer honors the winners of I AM She
2012
- Sales Promotion/Personal Shopping
 Seasoned sales person willing to help out a
new consumer
romotions

13. - Core Benefits
 A TAG Heuer watch will last forever
 150 years of watch-making history behind each TAG watch.
 Iconic classics
 Everyone especially man needs a luxury watch in his wardrobe.

14. - Target Market Segments:
 Educated upscale business community
 High profile/income customers
 Both men and women
 Age group right from mid-20s up to 50s
 Sports persons like golf or racing players
 Celebrities
 All over the world
 Trend setting active customers
- Marketing Campaigns Reflecting Segments
 Shaped by the spirit of sports
 Don't crack under pressure
 Success. It's a mind game
 Inner Strength
 What are you made of?
- Marketing Strategy :
 Involving their customers in the experience of the brand
 Customer Relationship Management

15. Recent Marketing Campaign Analysis :
‘What are you made of?’

16. Commercials

17. - Reference :
http://www.tagheuer.com/int-en/home#/int-en-home
http://timepiecegeek.blogspot.com/2011/11/chapter-
8-segmenting-and-targeting.html
https://www.facebook.com/TAGHeuer?ref=ts&fref=ts
http://www.watchonista.com/galleries
http://www.interwatches.com/tag-heuer-pricelist