Bremont watches

1. Nguyen Thao Nguyen Duncan Millin MariosSpyrou Irene Kotswna Stephanie Theodotou Bremont watches

2. Content • Introduction to Bremont • India and South Africa • Challenges • Marketing communication strategy • Conclusion • Bibliography

3. About Bremont • Established in 2002 • Name's genesis • Company's growth • British luxury watchmaker • Industry award winning • International growth opportunity

4. 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

5. Brand Prism

6. 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

8. Current Target Market • Men 25-45 • Highly energetic • Identify with masculine & adventurous lifestyle&brands • Luxury purchasers • Affinity with British values and brands

9. UK Watch Market • Change in consumer perspective • Fastest growing segment - mechanical watches (3%) • Dominated by Zeon Ltd (8% in 2011) • Impact of economic downturn

10. US Watch Market • Recession impact • Growing sector - mechanical watches (7%) • Dominated by Fossil Inc (19% in 2011) • 9% in next 5 years

11. 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%

12. PESTEL (India)

13. South Africa Market • Recover from economic downturn • Mechanical experiences - value growth in 2012 of 11% • Most noticableperformares - Lanco, Citizen, Hallmark and Timex • The category is very competitive

14. PESTEL (South Africa)

15. SWOT

16. 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

17. Bargaining power of buyers (High): • Jewellers usually are not risk takers • Unknown brand • Already existing established brands in the market

18. 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

20. 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

21. Challenges • Globalisation • Competition • Global/Local changes in lifestyle/culture/climate • Market infrastructure • Consumer mobility towards the brand

22. Strategy • Manufacturing => Britain • Exportation • Strategic alliance partners

23. Point of Difference • 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

24. Points of Parity • Links with Switzerland (English origins) • Price • Constant Development & improvement of the models • Status • Partnership • Quality

25. Existing Marketing Strategy • Introduction to MES • Replicate existing MS & Innovate where appropriate • Synergy & Continuity with existing MS • Utilise Bremont’s strengths & expertise

26. Overview • Celebrity endorsements • Events, Events sponsorship & Sports Activity • Traditional Advertising, • PR activity • Partnership Activity • Awards & Industry Events • Social Network Activity

27. The Bremont Sports Club International • Umbrella Vehicle – Sports Events, Sponsorship & Endorsements • Centralised content • Additional content • Additional Revenue • Direct Marketing Opportunities

28. 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

29. India • Sir Ben Kingsley • Nassir Hussain • Dev Patel • RahulDravid • Mark Ramprakash • DhanrajPallai • Cross section of celebrities, engage with a broad target market, represent the ideals and values of Bremont.

30. South Africa • Kevin Pieterson • Mark Shuttleworth • Retief Goosen • Andrew Strauss • Brad Berritt

31. 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) • DaryllImpey (World Top 10 road cyclist) • Adrian Zaugg (South African F1 driver)

32. 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

33. 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.

34. 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

36. PR Activity • Vital component • Provides bedrock to framework other activity • Potential Cultural differences in new markets

37. 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

38. Industry Awards and Events • Development of International Prestige • Incremental sales • Supports Sales & Marketing functions

39. Social Media • 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

43. Additional Social Media Platforms • Youtube • Instagram & Pinterest • Orkut and Ibibo

47. Timeline (India)

48. Timeline (SA)

49. 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.

50. Thank you for your attention!