SWISS Watch handsmade since 1900

Presentation

• Swiss Watch is a luxury manufacturer founded in 1900.• The Swiss company designs and manufactures watches. The company

is still owned by its founding families. • They develop extreme precision, conceptual finesse and the values of

sport.• The maison has 12 boutiques in GCC with UAE being their highest

revenue generating followed by Kuwait.

The issue: How shall we increase the market share for their watch « PoloMaster Y » ?

Plan:I. The contextII. Objectives and analysesIII. The toolsIV. The media strategyV. The Budget

I.A. « PoloMaster Y »

• High quality• Craftmanship• Sharpness• Sport spirit

I.B. The targetPrimary• UHNI local men from GCC• 25-45 years old• Sport enthusiasts• Cares about their images and

appreciate high quality items• Adventurous

Secondary• UHNI tourists• 25-60 years old• Connected• Men who care about their image• Sport enthusiasts

II.A. The campaign objectives- Build and increase awareness

for « PoloMaster Y »- Achieve high share of voices

during highly cluttered advertising season

- Increase footfall to their boutiques

II.B. SWOT analysisStrenghts:-UHNWI-high quality watches-luxury image (reputation, knowledge)

Weaknesses:-niche market-$400 000 budget

Opportunities:-new markets from emerging countries-UHNI foreigners

Threats:-strong competition-the media campaign could be altered by bloggers

III. A. The media• Local magazine: Target: UHWI 25-45 years old -In Arabic-Specialized in luxury events

III.A The media• International magazine:Target: tourists-Waiting rooms for private flight companies (Landmark, Swissport…)-Private lounge for first class such as Emirates, Qatar Airways…-Luxury hotels and chauffeured services-Duty Free-Boutiques

III.A. The media• Internet:Target: tourists and UHWI-Brand website-Social networks (Facebook, Instagram, Twitter, Linkedin, Pinterest…)-Newsletters -Bloggers (specialized in fashion, watches and lifestyle)

III.B. Off-media• The Ambassador:-successful-thirty-years old-good-looking/handsome-adventurer-He wears Polomaster Y model anywhere he goes (interviews, tapis rouge guest…)

III.B. Off-Media• The boutiques:-CRM and sales advisors-Customer databases-Private rooms, event spaces-Complementary private clubs access-Concierge services-Brochure-Advertising poster within the stores

IV.A. The media campaign• Thursday, August 18th:invitation sent to guests: -CEO, brand’s marketing manager -Selected local UHNI customers-Local press specialized in luxury events -Most influencal international bloggers -Regional bloggers from GCC

Aim: increasing footfall to the boutiques

IV.A. The media campaign• Tuesday, September 6th:- Advertising poster on display in all boutiques shop windows- The polo player is invitated for an interview within the store at Dubaï Mall.- Guests are invitated for a unique

shopping experience through the store. - The buyers are invited to the next polo

tournament and they will be hosted by the player.

Aim: Increasing footfall to the boutiques

IV.A. The media campaign• Wednesday, 7th September:-Newsletter and video from the event are sent to customers, international bloggers, local bloggers and local press (from Dubai and Koweit).-Newsletter: company history, traditional and polo sport watches, quality materials

Aim: increase brand and « PoloMaster Y » awareness

IV.A. The media campaign• Monday, September 12th-Relay of the video and interview on social networks (Facebook, Instagram through Hashtags, Pinterest, Linkedin…) -Relay from invited bloggers on social networks -Relay on Instagram and Facebook Polo Star’s page

Aim: « Polo Master Y » and brand awareness

IV.A. The media campaign• From 16th to 30th of September:Relay on the local quarterly press in Arabic specialized in luxury event within hotels, restaurants and bars.

Target: UHNI local men from GCC

IV.A. The media campaign• Sunday, October 4th :Relay with release of quartely magazine in English specialized in luxury travels within airports (1st class waiting rooms and for private jet companies) and hotels (bars, restaurants)

Target: tourists

IV.B. Advertising material• Invitation30x30 cm-classical-sober« The maison requests the honor of your presence to make the acquaintance of the iconic polo player and an unique experience at our store in Dubai Mall. We look forward to your gracious presence »

IV.B. Advertising material• Advertising poster within the stores-100x80 cm format-The picture will show the iconic player. -In close-up at the top left, the luxury watch with mention:« the excellence of sport »

Aim: increasing footfall to the boutiques

IV. Advertising material• The brochure50x30 cm, 4 pages format-Including a complementary invitation for polo tournament in January 2017 -Private cocktail with polo team-Private luxury concierge

Aim: Create a unique shopping experience through the 12 boutiques

IV.B. Advertising material• Newsletters: First newsletter: a 4 minutes video with interview of the Polo Player- Brand history, DubaÏ mall presentation, PoloMaster Y watch- Give the customers a unique shopping experience at Dubaï Mall with polo player’s presence

Target: UHNI local men and tourists

IV.B. Advertising material• Second newsletter: brand content and

storytelling:- It highlights the craftmanship- The after-sale service, sport values and passion- Access to concierge services and

SWISS WATCH’s premium membership

Target: all customers

IV.B. Advertising material• Video of the interview: - On facebook:« share a unique shopping experience in our stores », video linked to our Dubai event.- On Instagram: hashtags and website link- Facebook and Instagram Polo Player’s pages - Local bloggers’s accounts

Target: all customers

IV.B.Advertising material• Quaterly press magazine within

hotels/airports: - A4 printed page- Main picture: iconic Polo Player

wearing Y model during tournament- Close-up, at the top left, the watch. - Bottom of the page: GCC boutiques

with contact details

Target: tourists

IV.B. Advertising material

• Local luxury magazine: printed page (A4 format) with Polo Player wearing a suit.

Target: UHNI local men

V. A. Budget split by media channel• The event• Video, posters and newsletters• Quartely local magazine• Quartely magazine specialized

for airports and hotels

• $30 000• $15 000• $55 000• $300 000

V.B. Budget split by CountriesPress UAE Qatar KSA Kuwait Bahrain Oman

Quartely-local Magazine

$10 000 $10 000 $10 000 $10 000 $10 000 $10 000

Quartely magazine specialized in Airport and hotels

$177 000 (Dubai International Airport and Abu Dhabi International Airport are the busiest aiports in the World.

$55 500 $47 500 $20 000 0 0

Thank you for your attention