tag heur presentation (2)

7/31/2019 Tag Heur Presentation (2)

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Topic : STP + Marketing Mix

Product : Watch

Company : Tag Heuer


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TAG HEUER


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STP

REQUIREMENTS FOR

EFFECTIVE SEGMENTATION

Measurable Accessible

Substantial

Differentiable

Actionable


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Segmentation

GEOGRAPHIC SEGMENTATION Cities : Bombay, Delhi & BangalorePune - pallazio watch showroom

Pune central mall, Shop one

Size : population of 10 lakhs & above

Density : urban crowd

DEMOGRAPHIC SEGMENTATION Age : 25 55 years

Gender : male, female

Occupation : Builders, IT professionals,Businessmen

Education : graduates, postgraduates

Nationality : Indians & NRIs, foreigners

Generation : Gen X, Gen Y


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PSYCHOGRAPHIC Social Class : upper middle class &

upper class

Lifestyle : achievers

(successful businessmen,& IT professionals)

Personality : ambitious

BEHAVIORAL Occasions : regular & special

Benefits : design & quality

User status : potential & regular users Loyalty status : strong & absolute

Readiness stage : intending to buy desirous,interested

Attitude towards : highly enthusiastic

product buyers


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Targeting

NICHE MARKETING

The community targeted for this product is a well defined set of

dedicated buyers who have a desire to buy TAG HEUER. This ismainly concentrated towards the upper middle class & the high

class community thus forming a niche market.


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Positioning

1. Pure, lines, strong design, the emblematic bracelet the

ultimate expression of sports & elegance.

2. Sports & outdoor: The daringness of a design developed with

the action of the mind


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MARKETING MIX

PRODUCT- Variety : Men's range:

Sports collection (fast moving)

Professional collection

Women's range:

Party wear range (diamond studded)Casual range

- Services : 1 main service center

- Quality : High caliber watches, doesnot function on batteries

- Design : Simple & unique design with classy

finishing that differentiates it from itsclose competitor brand omega

- Brand name : Prestigious range - rolex, pierre cardin

Medium range - tag heuer, omega

Economy range - swatch

- Packaging : simple classy packaging
http://en.wikipedia.org/wiki/Pierre_Cardinhttp://en.wikipedia.org/wiki/Pierre_Cardin


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PRICEList price- Ranges from 30,000 to 2, 16,000

- Based on caliber of watches (accuracy of watch)

- Change in pricing policy does not affect sales to a

large extent because the brand name plays an

important role here.

PLACE Channels : Dealers with consistent flow

of customers forTagheuer.

Eg. Pundol and Phoenix mall

-- Coverage : major metros & developedcities

Locations :Camp, Nagar Road

Inventory : Limited inventory to suit thesales % - 6 to 8 watches/month


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PROMOTION Advertising

Promotes itself as a major sports brand using celebrities like Tiger Woods,

Juan Pablo Montoya.(Car race driver) Uses top celebrities as brand ambassadors this also contributing to a large

part of advertising.

E.g.Shahrukh Khan, Priyanka Chopra, Sushmita Sen, Uma Thurman,Brad Pitt, Dicaprio

Locally advertising through print media like magazines & hoardings.

Limited promotional policies to target a particular sector of people.


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Tiger Woods Juan Pablo MontoyaGolf player Race car driver


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Cameron Diaz


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Uma Thurman Brad Pitt


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CONCLUSION

TAGHEUER stands out for its unique design & brand name &this is successfully achieved through its high quality & powerfulmarketing strategies.


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Presentation by Students

9thsession : Students presentations.

(tentatively 06 August 2012)

5 groups to give presentationLater (12 th session) 5 groups will give

presentation on Real Estate Marketing

10th session will be the Class Test

of 10 marks (13 August 2012)


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Suggested topics for

presentations by students1) Societal marketing , examples , can also include Nokia recycling mobile phones

2) CRM

3) STP + Marketing Mix, of any product / service(motorcycle, car, mobile phone instrument or service, soap, toothpaste,pen,detergents, airlines / etc./ Nicmar, )2-3 groups can give presentation on the topic but on different products

4) Marketing Plan : any product (Refer page 52 and Appendix A, PoM, Kotler &

Armstrong, 12th edition )5) Social marketing

6) Brand ambassadors

7) Creative ads

8) Unforgettable advertisements

9) Emotional appeal in ads : Love, pride, joy, humour

10) Product placement

11) Funny advertisements

12) Effie awards

13) Ad wars

14) Marketing Research : any product , say toothpaste / soap/ mobile (meet 50students in your section with a questionnaire)

15) What is Quality ? ( Take example of a Consumer durable like a car)


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Guidelines for

Presentations by students1) Each group will have 5 students

2) Each group to give presentations in

Power Point , using LCD projector.

3) All the members of the group shall give

presentation

4) Each presentation will last for 12 minutes and

remaining 2 minutes for Question Answers

5) Presentation will carry 10 marks.

6) Note : A picture speaks more than a thousand

words

tag heur presentation (2)

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