OMEGA Brand Audit

Tejuswi Gupta
20140121075

The Omega Story

Brand Story
OMEGA is a Swiss prestige and luxury range watch manufacturer
based in Biel, Switzerland
The forerunner of Omega was founded by Louis Brandt in the year
1848 at La Chaux-de-Fonds, Switzerland and is now under the
ownership of Swatch Group.
The symbol of OMEGA () is the last letter of Greek alphabet
meaning Perfection & success in the attainment of task.
Omega merged with Tissot in 1930 & a new parent company Societe
Suisse Sndrustrie Horlogere (SSIH) was formed.
In 1970 SSIH was Switzerlands number one producer of finished
watches and Omega outsold Rolex, its main rival.
It had expertise in mechanical chronometers and dominated prequartz era.
Omega is associated with icons as James bond, Buzz Aldrin and
John F Kennedy and also known for being a certified marine
watch, Olympic time keeper, NASAs choice and only watch to be
worn on Moon.

Brand Elements

Brand Elements
James Bond

Nasa/Moon

Omega

Iconic
Omega
Logo

Olympics

Brand Attributes

Co-Axial Technology
Performance Oriented
Superior Quality
Luxury

Brand Value
Differentiable
from other
brands
through its
association
with Olympics
and James
Bond.
It is an
ultimate
symbol of
luxury.

Brand Portfolio

Constellation Series

De Ville Series

Seamaster Series

Speedmaster Series

Specialties Series

Brand Portfolio (Continued)

Brand Equity

customer
based
brand
equity
pyramid

Resonance
Loyalty
Repeat Purchase
Engagement
Elite Society

Judgements
Superior
Technology and
Design
Innovation

Performance
Performance
orientation through
Co-Axial
technology.
Performed on the
moon and at bottom
of the sea

Feelings
Affluence
Feeling of
Success
Luxury
Self respect

Imagery
Sophisticated
Masculine
Adventurous
Classy
James Bond
Olympics

Salience
High Awareness : One of the most recognized luxury brand in the
world.
Only watch to be worn on the moon.

SWOT Analysis
Strengths

Weakness

1.

1.

2.

3.
4.

5.

High quality substantiated with

long warranty periods.
Association with sporting
events such as Olympics, Golf
and Water sports.
Known for the Co-axial
technology
International celebrities
represent Omega as brand
ambassadors.
Positive Brand Perception.

2.
3.
4.

Low differentiation among

products as compared to its
competition
Market Share growth is low.
Clones and imitations hurt
brand image.
High dependency on
celebrities for marketing and
advertising.

Opportunity

Threat

1.

1.

2.

Opportunity to expand into

new categories of watches that
can further enhance their
image as the top watch
makers in the world.
Growth prospect are high in
luxury segments especially in
emerging markets like India
and China.

2.
3.

Competitions from brands

having better positioning and
differentiation in products.
Global slowdown means less
spending on luxury goods.
Fake and cheap imitations

Competitors

Brand Extensions
Omega Smart Watch Since Omega has
heavily invested in both sports and R&D, this
would be a logical extension. Moreover
competition in the market is also less.
Omega Lifestyle Omega can venture into
being a lifestyle brand where it can design and
sell James Bond suits and create a persona.

Recommendation

Strategy recommendations
A better differentiation between the
Seamaster and Speedmaster series.
Connect better with the female customer as
the Brand Image is adventurous and
masculine.
Omega should try and increase the portfolio
of classy and jewel watches in Constellation
series.
More limited editions and personalized
watches to be provided.

THANK YOU

References

www.authorstream.com
www.Wikipedia.com