OMEGA X SWATCH
SpeedMaster goes smart
Introducing smart solutions to legendary product .
Capturing the sole of digital era in prestigious and
authentic design.
Omega X swatch
Vision
Our Vision is to strengthen our leading position in the industry by providing the most
advanced products to facilitate contemporary lifestyle.
Mission
To manufacture, distribute and service high-quality wristwatches.
To continue the long tradition of excellence that the Omega name represents.
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 Youngman’s life.
SWOT analysis
Strength Weakness
1. Omega has an image of high 1. The positioning of Brand Omega is
quality substantiated with not as strong and differentiatedas
long warranty periods2. Official time compared to its competitors2. Limited
keeper of most sporting events like market share growth due
Olympics and Golf tournaments leading to competition3. Imitations of
to its association as an accurate watch branded watches hurt brand image
brand3. Known for its Co-axial and sales4. The brand is dependent highly
technology4. International celebrities on its brand ambassadors for itsmarketing
represent Omega as brand ambassadors.5. and advertising campaigns
Part of the Swatch group that has 28,000
employees across 50
countries with 250
boutiques‟ locations across the world
Opportunity Threats
[Link] brand can expand into new 1. Competition from other brands in
categories of watches furthering the having a stronger positioningthan
itsimage of being Omega
[Link] opportunities 2. Fluctuating economies means
are high in the luxury segment in limited spending on luxury items3.
developingand emerging Fake/cheap imitations cause damage
economies in the world to [Link] iWatch
Marketing Segmentation
Marketing segmentation is to divide the customer base in cluster groups with differentneeds
and behaviors in order to create different and appropriate marketing proposition.
Geographic:
Segmentation is done on the basis of regions, market density and
different socio-economic classes.
Demographic:
Bases are- Income level (High & medium income level), ethnic
background, lifecycle, occupation, education, social class (Medium
to upper class), generation.
Separate model & designs for different age & income groups: Offers
specific designfor youths; premium design for business executives
and professionals.
Example: Watch for movie stars, sportsmen.
Marketing Channels:
Communication channels: Newspapers, Billboards, Television, Internet, Mail,Posters.
Distribution channels: Distributors, Agents, Retailers.
Service channels: Customer cares, sales service.
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.
Marketing mix
Product
a range of luxury ladies and means watches that have a
worldwidereputation for their innovation, quality and precision.
Price
Relatively high prices Omega operates a „high price‟ strategy based on a
„narrowscope, differentiation position‟
Place
watches are distributed through an established global distribution network
ofauthorized retailers and an expanding network of wholly owned boutique
retail outlets.
Promotion
promotional mix includes:
Sponsorship of prestigious events such as the Winter Olympics 2010, the European
Masters and World Cup of golf, and the 40th anniversary of the first moon landings.
Celebrity Ambassadors and Endorsement - Olympian Michael Phelps opened theOmega
the Omega Boutique in New York City opened on Fifth Avenue
Model Advertising in Lifestyle magazines.
Own Website and presence on face book social network.
