tag heuer stp analysis
TRANSCRIPT
STP analysis
Ankush Goel
BABM4
1502
Universal Business School
About
Established 1860
Founder Edouard Heuer - Heuer Watchmaking Inc.
1887 Oscillating pinion invention
1911 patent time of trip
ABOUT
1916 most accurate stop watch
1962 #1 Swiss watch to go in space
1963 Carrera launched
1969 Calibre 11 launched
1999 Heuer became Tag Heuer
STPMarket segmentation process of dividing an entire market up into different customer
segments.
Tag Segment Luxury Sports watches segment across the world
Targeting target market is a group of customers a business has decided
to aim its marketing efforts and ultimately its merchandise
towards
Tag Target Young Men & Woman from High Income group
Positioning Positioning make a brand occupy a distinct position, relative to
competing brands, in the mind of the customer.
Tag Position Prestige Sports watch
Grand Carrera
1964 Carrera and TAG Heuer's motor racing lineage. Unconventional Rotating System. COSC-certified chronometers
SEGMENTATION TARGET POSITIONING
Sports Aficionados High class motor sport lovers wanting accurate extremely precise chronometers
Age: >40
Super premium sports watch with high accuracy
The ultimate sports watch
3.9Lac-6.9Lac
Monaco
1969 first square waterproof AUTOMATIC CHRONOGRAPH
Monaco V4, the world's first timepiece with a belt-driven transmission.
SEGMENTATION TARGET POSITIONING
Celebrities and High income people
People who like attaining the pleasure of owning something unique, innovative
Unique watch with a beautiful design and disruptive innovation
4.37Lac-60.48Lac
Carrera
1963, Jack Heuer created the Carrera as a tribute to the epic Carrera Pan Americana Mexico Race. Carrera Calibre 1887, award-winning in-house movement.
SEGMENTATION TARGET POSITIONING
Business Class People who look for a sophisticated luxury watchThat compliments there position
The best combination of style luxury comfort and status
1.5Lac-6.2Lac
Ultimate watch for active lifestyles.
professional dive watch
offers unrivalled reliability, utility and ruggedness.
Aqua Racer
SEGMENTATION TARGET POSITIONING
Water sport lovers People who want a professional luxury dive watch
Premium reliable professional dive watch
94k-4.3lac
Directly inspired by high performance F1 automotive technology, TAG Heuer Formula 1 series has all six characteristics of a professional sports watch, with bold, contemporary style to match today's lifestyles.
Formula 1
SEGMENTATION TARGET POSITIONING
Introduction to the luxury watch segment
20-30Young people with high aspirations
Sturdy Premium sports watch with exceptional Design
63k-2.18Lac
The elegant LINK, an international reference for comfort and ergonomics. Its signature S-shaped bracelet is instantly recognizable the world over. The bracelet's ergonomic design is a serious pleasure to wear. Charismatic. Elegant. Unique.
Link
SEGMENTATION TARGET POSITIONING
Corporates who believe in simplicity
Age- 35-45Simplicity
Comfortable Light weight sleek premium watch with clear display
1.48Lac-2.99Lac
Trans Ocean
Master
Conquest
Heritage
Speed master Sports
Speed master
Sea master
Perceptual Map luxury
Premium
sporty classic
Luxury
Premium
Sporty Classic
Sporty
References
http://us.tagheuer.com/
https://shop-us.tagheuer.com/en/watches.html
http://www.ethoswatches.com
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