Nguyen Thao Nguyen Duncan Millin Marios Spyrou Irene Kotswna

Nguyen Thao Nguyen
Duncan Millin
Marios Spyrou
Irene Kotswna
Stephanie Theodotou
Content
Introduction to Bremont
 India and South Africa
 Challenges
 Marketing communication strategy
 Conclusion
 Bibliography
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About Bremont

Established in 2002
Name's genesis
Company's growth
British luxury watchmaker
Industry award winning
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International growth opportunity
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Bremont Watches - Quintessentially
British
Engineered for the modern gentlemen
 Endorsed by british celebrity and
sporting elite
 Aviation and military connotations
 "Tested beyond endurance"
 Limited edition watches

Brand Prism
Existing Marketing Activities
Celebrity endorsement
 Events sponsorship
 Social media > Traditional media
 Proactive PR activity
 Lifestyle connotations
 Selected partnership activity
 Awards and industry recognition
 Route to market

Current Target Market
Men 25-45
 Highly energetic
 Identify with masculine & adventurous
lifestyle&brands
 Luxury purchasers
 Affinity with British values and brands

UK Watch Market
Change in consumer perspective
 Fastest growing segment - mechanical
watches (3%)
 Dominated by Zeon Ltd (8% in 2011)
 Impact of economic downturn

US Watch Market
Recession impact
 Growing sector - mechanical watches
(7%)
 Dominated by Fossil Inc (19% in 2011)
 9% in next 5 years

Indian Market
Increased penetration
 Growing segment - Quartz digital
watches (24%)
 Watches category dominated by national
players
 Titan Industries Ltd - 34% share
 High influence of luxury watches
 Forecast period is expected to be 12%

PESTEL (India)
South Africa Market
Recover from economic downturn
 Mechanical experiences - value growth
in 2012 of 11%
 Most noticable performares - Lanco,
Citizen, Hallmark and Timex
 The category is very competitive

PESTEL (South Africa)
SWOT
Porter’s Five Forces
Threat of New Entrants (VERY HIGH):

Entry barriers

Difficulty to build a strong brand preference

Investment in PR events and advertising
required

Distribution
Bargaining power of buyers
(High):

Jewellers usually are not risk takers

Unknown brand

Already existing established brands in
the market
Bargaining power of suppliers (High):

Rely on the autonomous brands (Rolex-Swatch) for
supplies

British aviation supplier of relic airplane parts
Threat of Substitute (High)

Watch as an accessory

Sense of status

Practical use under extreme conditions
Objectives
Provide a platform for future continental
expansion
 Acquire 50% brand recognition from the
target market
 Establish Bremont in target Market as a
premium British luxury brand
 Increase our existing international sales
percentage from 15% to 50%
 Increase market share

Challenges
Globalisation
 Competition
 Global/Local changes in
lifestyle/culture/climate
 Market infrastructure
 Consumer mobility towards the brand

Strategy
Manufacturing => Britain
 Exportation
 Strategic alliance partners

Point of Difference
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Name: launch of a story / not typical
English on the contrary
A piece of history on your wrist: pieces of
watch contain pieces of real aircrafts
Family business
Logo: "Tested Beyond Endurance"
Design
Use of relic planes as watch’s internal
components
Emphasis on the durability under extreme
conditions
Points of Parity
Links with Switzerland (English origins)
 Price
 Constant Development & improvement
of the models
 Status
 Partnership
 Quality

Existing Marketing Strategy
Introduction to MES
 Replicate existing MS & Innovate where
appropriate
 Synergy & Continuity with existing MS
 Utilise Bremont’s strengths & expertise

Overview
Celebrity endorsements
 Events, Events sponsorship & Sports
Activity
 Traditional Advertising,
 PR activity
 Partnership Activity
 Awards & Industry Events
 Social Network Activity

The Bremont Sports Club
International
Umbrella Vehicle – Sports Events,
Sponsorship & Endorsements
 Centralised content
 Additional content
 Additional Revenue
 Direct Marketing Opportunities

Celebrity Endorsment

Identified key celebrities to acquire as
brand ambassadors Use their status in
society to promote Bremont & drive
initial consumer interest and demand.

Nationals of the country, yet
synonymous with British-ness
represents and shared Bremont Values
India
Sir Ben Kingsley
 Nassir Hussain
 Dev Patel
 Rahul Dravid
 Mark Ramprakash
 Dhanraj Pallai
 Cross section of celebrities, engage with
a broad target market, represent the
ideals and values of Bremont.

South Africa
Kevin Pieterson
 Mark Shuttleworth
 Retief Goosen
 Andrew Strauss
 Brad Berritt

Further SA Considerations

Possible conflicts arising from a sense of nationalism
reluctance to identify with British South African brand
ambassadors

Alternative suggestions reflecting Bremont Brand
values in sporting endeavour.

Including:
Mark Bertish (extreme wave surfer)
Gavin ‘Moses’ Adams (World street skater champion)
Daryll Impey (World Top 10 road cyclist)
Adrian Zaugg (South African F1 driver)
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Events

Strengthen Bremont’s position in the new markets

Gaining the positive connotations and associations from
the events

Associated publicity and news coverage

Utilising existing Bremont asset/synergy - “Official
Timekeeping” activities.

Relative low costs of such activity,

Emerging technologies - drive consumer engagement
Events Sponsorship

India: The MTB Himalaya, The Superbike
World Championship Indian Leg, The
Men’s Junior Hockey World Cup, IPL
Cricket Season as well as Iron Fist
2013/2014

SA: rugby, cricket, golf and horse racing,
Quicksilver Pro Junior Surfing
Championship, the Red Bull Cliff Diving
World Cup, The Sun City $1million Pigeon
Race.
Traditional Advertising
Prevalent in launch, and run up to key
gift purchasing period
 Traditional Advertising < Social Media &
PR
 India Key Titles - ‘Time & Style’, India
GQ & large quality daily newspapers
 SA Key Titles - GQ South Africa & FHM
South Africa

PR Activity
Vital component
 Provides bedrock to framework other
activity
 Potential Cultural differences in new
markets

Partnership Activity
Partnership Activity
 Utilising existing partnerships
 Benefits of new partnerships – India:
Gurka's; Hockey India/Cricket India,
Bharat/Ishapore | SA: Cricket/Rugby
Association/National Horse Racing
Authority, Armscor/Truvelo/Denel, SA Air
Force
 Brand extensions potential

Industry Awards and Events
Development of International Prestige
 Incremental sales
 Supports Sales & Marketing functions
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Social Media
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Reflective of Bremont’s key marketing
successes
Social Media activity ties in marketing
aspects
Channels relevant audience to a
ecommerce platform
Growing audience and brand imprint at
minimal cost
Possibility for innovative ways of driving
engagement
Additional Social Media Platforms
Youtube
 Instagram & Pinterest
 Orkut and Ibibo

Timeline (India)
Timeline (SA)
Return on Investment
Indicate the and after implementing
plan total sales
 Measure success and interpret
consumption information through web
analytics and survey questionnaires.
 Receive industry awards and
recognition.

Thank you for your attention!
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