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ROLEX
– the Symbol of Personal Achievment
Varför är segmentering så viktig!
Utvärdering av segmenteringsmetod
Vad är en effektiv segmentering?
Förstå fyra strategier för differentiering
Framgångsrik positionering … och
repositionering
Evaluate the alternative bases that Rolex might
use to segment its market. Which base would
you recommend and why?
• There are a variety of bases available for segmenting consumer markets
including profile, behavioural and psychographic. . In consumer markets,
behavioural variables such as benefits sought and purchase behaviour
are particularly powerful bases for segmentation.
Utseende och könsaspekt, 25+, runt handen, medelklassen unna sig.
Geografiska marknader, fokus på Asien, status, kvinnor, unisex.
Behåll din klassiska … serienummer, än mer exklusiv, historia för de äldre.
• The five criteria for successful segmentation: effective, measurable,
accessible, actionable and profitable
Indelning av marknadens köpare som bygger på var de är bosatta
Indelning av marknadens köpare som bygger på variabler såsom ålder,
kön, yrke, civilstånd, utbildning, och inkomst.
Indelning av marknadens köpare som bygger på deras beteende ifråga om
köpvanor, betalningspreferenser och lojalitet
Indelning av marknadens köpare som bygger på deras livsstilar och
intressen och på hur de tänker och resonerar
2017-05-24
LiU/IEI/FEK Mehran Noghabai
2017-05-24
LiU/IEI/FEK Mehran Noghabai
Evaluate the current market targeting strategy
being used by Rolex. Is it appropriate?
•
•
•
The four generic target marketing strategies:
undifferentiated marketing,
differentiated marketing,
focused marketing and
customized marketing.
Differentiering genom tydlig prisdifferentiering (postionering I prisklasser)
En bestämd volym, dvs del av efterfrågan. Betoning på det manliga. Exklusiv
distribution. Vem som helst har inte rätt at sälja.
Rolex uses a differentiated market strategy. This is where specific marketing
mixes can be developed to appeal to all or some segments identified. A
differentiated target marketing strategy exploits the differences between
marketing segments by designing a specific marketing mix for each segment.
In the case of Rolex this strategy is very appropriate given the strong position
of the Rolex brand and their effective segmentation base.
•
Val av målgrupp ett resultat av vilka positioner som är möjliga att inta
•
•
•
Kräver en grundlig marknadsanalys
Kräver en ny SWOT-analys
Kräver en ny konkurrensanalys
Att lyfta fram unika egenskaper hos produkten (i målgruppens ögon)
•
•
•
•
•
•
+
Vi var först (lyfta fram sin historia)
Vi har det senaste (visa att man följer modet eller den tekniska framkanten)
Vi är ledande (vi sätter trender)
Vi är störst (luta sig mot marknadsandelar)
Bäst i test, Årets populärast resmål
Vi utsågs till årets … (lyfta fram utmärkelser eller certifikat)
Story telling och upplevelser (We make history) ; ICA-reklam
2017-05-24
LiU/IEI/FEK Mehran Noghabai
Discuss the key factors contributing to the
success of Rolex’s positioning strategy
•
Positioning can be defined as the act of designing the company’s offering so that it
occupies a meaningful and distinct position in the target customer’s mind.
•
There are four keys to successful positioning;
(1) Clarity: the idea must be perfectly clear, both in terms of target market and differential
advantage. Complicated positioning statements are unlikely to be remembered. Rolex has
been clearly associated with quality, prestige and a sense of achievement, lyx.
Tydligt namn, satsa på världsettor, tävlingar. Huvudsponsor i Wimbledon.
(2) Consistency: Rolex message has been consistent for 100 years demonstrated through
the use of testimonials from notable achievers and awards for the quality of their design.
(3) Credibility: the selected differential advantage must be credible in the minds of target
customers. Rolex has been successful in creating credibility in the eyes of the customer.
This can be seen by the value attached to the Rolex brand.
(4) Competitiveness: the chosen differential advantage must possess a competitive edge. It
should offer something of value to the customer that the competition is failing to supply.
Rolex originally recognised the gap in the market to develop wristwatches when at the
time most other watchmakers were designing pocket watches. Quality design and branding
have created competitive advantage since for Rolex.
Jämför med Ansoffs produkt-marknads-matris
2017-05-24
ICA, Swedbank,
Pensionsbolag,
Nordnet bank, TV4, Viasat
Ändra i namn, förpackning,
eller reklambudskap
Tilläggstjänster
Red Bull, Cola, hälsokost
Arnold, Lady GAGA
Nya Moderaterna
Andra användningsområden än avsett
Global aktör, social aktivist …
Samma innehåll i ny förpackning?
LiU/IEI/FEK Mehran Noghabai
4. ‘Rolex could become a prisoner of their own strategy’.
Critically evaluate the advantages and disadvantages of
implementing a repositioning strategy for Rolex.
•
Repositioning involves changing the target markets, the differential advantage or both. The four
repositioning strategies include
- image repositioning,
- product repositioning,
- intangible repositioning and
- tangible repositioning.
•
Rolex could engage in intangible repositioning. This involves retaining the product but changing the market
segment it is aimed at. The main issue that Rolex has is the ability to attract younger generation of
customer. Repositioning is challenging and should be undertaken with great care.
•
“Var om-positoioneringen nödvändig?” “Går det att leva på gamla meriter?” “Växer vår målgrupp eller
dess köpkraft?” “Vad vill vi associeras med?”
•
The major reason for Rolex to engage in repositioning include; increased market opportunities particularly
with the under 30s and secondly, its importance for long term growth. Major potential disadvantages of
repositioning Rolex include; alienating the current target market, dilution of the brand value, reduced
opportunity in emerging markets where branding is crucial, competitor reaction and strength in younger
segment, marketing communication issues.
•
Prinsar och princessors nya krona/tiara. Perfekt examenspresnt!