ROLEX is always been a brand which we would desire to have on our wrist ! This presentation would give u all idea about how ROLEX has kept its MONOPOLY Luxury Watch Segment ! This presentation will give you idea how a brand like ROLEX plans, executes and achieve !

1. WHAT DO YOU MEAN BY
LUXURY BRAND ?
By Mihir Upadhyay
WHICH LUXURY BRAND
COMES IN YOUR MIND
FOR WATCH ?

2. Mastermind Credo
For Customers
We Will Always Work For The Need Of Micro, Small And
Medium Enterprises And For The Individual
Entrepreneurs. We Will Always Learn & Upgrade And
Develop Our Capacities To Serve Them, To Empower
Them, To Develop Their Confidence And Make Them
Successful And Happy In Life.

3. ROLEX MARKETING PLAN
By Mihir Upadhyay

4. OBJECTIVE
• To share the BEST Learning to be derived
from 5 Years Marketing Plan of ROLEX
Company From 2013-14
• To understand how BIG Companies like
ROLEX plans their future strategies

5. Why ROLEX ?
• As a professional, always had a curiosity to know
all about ROLEX
• Luxury Brand Positioning – Never over doing any
Advertising
• Selection of Celebrities – Very Focused
• Curiosity of how BIG Brand like ROLEX makes 5
Year marketing Plan !

6. About ROLEX
• Company Name :
• Founder Names :
• Established in :
• Why Named Rolex :
• Only Watch brand in Forbes 100 List –
• Current Turn Over :
ROLEX WATCH COMPANY
Hans Wilsdorf & Alfred Davis
Year 1905
Nothing Specific, wanted to have some short, yet
significant. Small Name will eat less space on dial !
Ranks 65th
(2014
List)
26,800 Crore
INR

7. About ROLEX
• Leaders like Winston Churchill / Dr.Rajendra Prasad &
Celebrities like Tiger Woods / Roger Federer / Michael
Schumacher / David Beckham / Anoushka Shankar (Sitar
Player & Daughter of Ravi Shankar) wear ROLEX watches
• Uniqueness in every ROLEX – A Serial Number (1996
Murder Case)
• Gold Rolex Watch was gifted to Our 1st
President
Mr.Rajendra Prasad in 1950 (1st
Indian Republic Day, 26th
Jan)

8. ROLEX Innovations
• The first waterproof wristwatch "Oyster", 1926
• The first wristwatch with an automatically changing date on the
dial (Rolex Datejust, 1945)
• The first wristwatch case waterproof to 100 m (330 ft) (Rolex
Oyster Perpetual Submariner, 1953)
• The first wristwatch to show two time zones at once (Rolex GMT
Master, 1954)
• The first wristwatch with an automatically changing day and
date on the dial (Rolex Day-Date, 1956)
• The first watchmaker to earn chronometer certification for a
wristwatch

9. World Wide Market Share of
Luxury Watches

10. SWOT Analysis of ROLEX

11. Crisp Objective of 5 Year Plan
• Educate the younger market on the value of
wristwatches.
• Create a social media strategy that will encourage
users to interact with the brand as well as extend
the message to a larger audience.
• Promote the purchase of wrist watches as a
“reward” for key successes in a young man’s life.

12. ROLEX Market Segmenting
• The Current Target market for Rolex is wealthy consumers
that are looking for high quality and exclusivity.
• The products are created for those who want to show off
their wealth. The typical Rolex owner is male and above the
age of 35, sometimes a celebrity or sports figure.
• Rolex is an international brand of Swiss watches that is
valued all over the world with over 50% of the market
residing in the US, Hong Kong, China, France and
Singapore.

13. 4 P’s Of ROLEX Marketing
Product:
The Rolex product will stay very recognizable and relatively
unchanged.
Price:
The level at which the watches are priced plays a huge role in the
brand's image. For this reason price will remain the same.
Promotion:
Rolex success relies on the continuation of promotions through
magazines, newspapers ,selective television programs and
prestigious events.
Place:
The purposeful placement of Rolex's authentic dealers in the
wealthiest neighborhoods and districts helps to solidify the brands
association with excellence.

14. Marketing Strategies
(Positioning)
PROMOTION/CAMPAIGN STRATEGY:
Positioning
• High-end luxury brand that is the ultimate aspiration of the
consumer.
• Fashionable alternative to using a cell phone to tell time.
• Status symbol.

15. Marketing Strategies
ADVERTISING:
TRADITIONAL MEDIA
•Magazine Advertisements- E.g Maxim / GQ
•Billboards- Super Affluent Areas
•Ads at sporting events- E.g Wimbledon / NBA / Football
WC (Sponsored Wimbledon 2015)
•Sponsorship of music concerts
ONLINE MEDIA /SOCIAL MEDIA
•The website will include links that are prominently displayed on the
homepage including Twitter, Facebook and YouTube. The user can then
easily connect with Rolex’s social media sites with one simple click.

16. Financial Forecast
• Increase daily production by 10%. (An extra 200 watches
per day on top of the 2,000 that are already being
produced.)
• Increase sales profit percentage to more than the
percentage of population growth per year.
PARAMETERS

17. Summary – Follow the
BASICS !• Be it a Small / Medium or any other Company like ROLEX,
Basic Marketing Plan remains the same.
• S-T-P Analysis
• 4 P’s of Marketing
• Understanding your Target Audience
• Plan your Marketing Strategy accordingly
• Develop New Customer Database

18. REFERENCES
• ROLEX Company Website
• Research Papers available on net
• www.google.com
• Various Articles published in Newspapers
• Articles published on web