Team: Fresh LIME Soda

Team Code: IIMI3069

Objective &
Agenda

Industry and Competitor Analysis

Understanding the Indian Watch Industry
Major trends and perceptual findings
Competitive Landscaping Carving a niche for FC in India

Research
Secondary Research - Findings
Primary Research
- Methodology
- Insights

Accessible Luxury

Creativity Classic
Vintage

Live yourSwiss
Passion
Geneve

Capability Analysis
SWOT analysis

Collectors Value

Handcrafted Automatic
Heritage

Corporate Focus
Pros in segmentation and focus
Cons of this segmentation
Expanding the focus

Branding & Marketing of FC in India

New Positioning Brand Key
8P Framework for FC
Associations

Digital Strategy
CSR
Watch with Devanagari Script

Indian Watch
Industry

Low penetration and high growth rate show the opportunity in India
Industry &
Competition

Market Segmentation by price**

Utilitarian product
(know and manage time)

Rs. 4200 Cr.

Lifestyle product
Tablets
Laptops
Mobiles Wrist Desktops
Watches

460 lakh pieces

Research

2.1

86.5

900

Wrist
Watches

SWOT and
Brand Equity

1600
370

1700

10 - 15% pa

Sales
value

Cable TV

10-15%
27 %
3.5 %

Volume (lakh pieces)

Value (Crore)

Time
Continued growth rate every year despite
the increase in substitutes*
Wrist watch penetration in India*
of the India own multiple
watches*

Segment

Volume

Price

(lakh pieces)

(Crore)

Value

Growth
Rates

Mass

370

<1,000

1700

5-7%

Mid

86.5

1,001-10,000

1600

8-10%

Premium

2.1

>10,000

900

15-20%

*Source: Indian Journal of marketing, June 2013

**Source: Technopak Analysis

STP and
Marketing
Mix
Integrated
Campaign

Devanagari
Watch

Indian Luxury
Timepieces

Various brands cater to different luxury segments like affordable

luxury, aspirational luxury and absolute luxury

Trends
Luxury brands account for 4% of total
timepieces sales
CAGR of 24%
Increased presence in smaller cities fuel sales
Special events and gifting occasions
supporting growth, particularly popular gifts
amongst Senior corporate managers and
for Government employees
Men are most likely customers than women
Majority of sales from store based retailing
in Tier I cities
Green Luxury and Social responsibility is
important factor

Prospects
Penetration into leading jewellery and watch
outlets like Malabar Gold in south India and TBZ
in north India
Online portals will develop as a retail channel

Industry &
Competition

CATEGORY DATA
Sales of Luxury Timepieces by Category: Value 2007-2012
Rs million
Men's

2007
1,089.9

2008
1,438.7

2009
1,467.5

2010
1,731.6

2011
2,077.9

2012
2,452.0

Women's

274.4

406.1

418.3

468.5

562.2

663.3

Total

1,364.3

1,844.8

1,885.7

2,200.1

2,640.1

3,115.3

Sales of Luxury Timepieces by Category: % Value Growth 2007-2012

% current value
growth

2011/12

2007-12 CAGR

2007/12 Total

Men's

18.0

17.6

125.0

Women's

18.0

19.3

141.8

Total

18.0

18.0

128.3

Forecast Sales of Luxury Timepieces by Category: Value 2012-2017

Rs million
Men's

2007
2,452.0

2008
2,795.2

2009
3,172.6

2010
3,585.0

2011
4,033.2

2012
4,517.2

Women's

663.3

774.8

903.4

1,049.8

1,217.7

1,410.1

3,115.3

3,570.0

4,076.0

4,634.8

5,250.9

5,927.3

Total

Research

SWOT and
Brand Equity

STP and
Marketing
Mix
Integrated
Campaign

Forecast Sales of Luxury Timepieces by Category: % Value Growth 2012-2017

% current value
growth

2011/12

2007-12 CAGR

2007/12 Total

Men's

13.0

84.2

13.0

Women's

16.3

112.6

16.3

Total

13.7

90.3

13.7
Source: Euromonitor

Devanagari
Watch

Consumer
Perceptions

Brand image and status influence the older generation more, while
others influence has a role to play among the younger generation
Results of a Primary Research survey done to study consumer based perceptions, and predict trends
Methodology: Survey
Respondents: Sample size 100; 50 Gen X, 50 Gen Y

Gen X
>35 years

Consumer

Gen Y
18 35
years

7 8 years
High brand loyalty
(Stable)
Reason for loyalty:
class, status and
image
complement them
and their
personality

Few people
to own a
watch for a
particular
occasion

Comparative
brand hierarchy

Duration of brand
usage

Multiple
watches per
individual

Other factors

2 -3 years
Low brand loyalty
(Open to
Experimentation)
Reason for loyalty:
contemporariness,
influence
Aspiration to buy
costlier watches

Few people
to own a
watch for a
particular
occasion
Styling
aspect

Top-of-the-mind
recall
Brand tag lines LOW
but better than Gen X
Brand ambassadors
HIGH
Brand loyalty
beyond watches HIGH

Titan
Citizen
Rolex
Timex
Tissot
Calvin Klein
Casio
Armani

Fastrack
Tommy Hilfiger
Reebok
Casio
Gucci
Diesel
Calvin Klein
Armani

Top-of-the-mind
recall
Brand tag lines - LOW
Brand ambassadors
HIGH
Brand loyalty
beyond watches LOW

Secondary Research: Published in Indian Journal of marketing, July 2013 edition

Industry &
Competition

Research

SWOT and
Brand Equity

STP and
Marketing
Mix
Integrated
Campaign

Devanagari
Watch

Competitor
Analysis

All major competitors have a reasonably well defined emotional space

Industry &
Competition

Origin

Swiss

Swiss

Swiss

Swiss

Japanese

Target
Segment

Super
Premium

Premium

Super
Premium

Premium

Mid premium

Price
Points

Rs 1,00,000 +

Rs 70,000
Rs 7,00,000

Rs 1,20,000+

Rs 40,000
Rs
5,50,000

Rs 6,000
Rs 1,00,000

Brand
Character

Omega signifies
prestige and
accomplishment

Tag Heuer
talks of self
identity and
self esteem

Success,
accomplishment
going beyond
ones limits

Elegance is
an attitude

Made to last
beyond time

A Swiss luxury
watch;
Spirit of
achievement

A sports
chronograph,
self esteem

Symbol of
success; a jewel

Beautiful
designs,
elegance

A premier well
engineered
watch

Benefits
Offered

Analysis done through Secondary Research: Studying the advertisements, websites and Social Media

Research

SWOT and
Brand Equity

STP and
Marketing
Mix
Integrated
Campaign

Devanagari
Watch

Competitor
Analysis

The grid below shows the top 10 brands in India* in terms of their
Products Attributes and Positioning

Mechanical Movements / Automatic

Quartz

Industry &
Competition

Exclusive Luxury
Research

Jewellery

SWOT and
Brand Equity

Lifestyle
Technical

Accessible Luxury

Sports

Quartz

Design

Fashion

Mass / Lower Priced

Source: Swiss Luxury Watch making Industry, Karine Gautshi, 2005
*Top 10 brands in India as per retailer feedback, as provided in the case

STP and
Marketing
Mix
Integrated
Campaign

Devanagari
Watch

Primary
Research

Corporate executives form the chunk of people who consider

purchasing a Frederique Constant timepiece
Primary Research* was done in 2 stages by visiting various watch retail outlets in Mumbai
Methodology: Personalised interviews and Observation
Respondents: Watch Stores Retailers / Managers
Location: At the retail store

Stage 1:

Stage 2:

Process: Interview with owners/ managers/

sales staff of various luxury watch stores
Objective: To determine luxury consumers
preferences, and develop insights about
their consumer behaviour and trends

Process: In depth Interview with owners/ managers/ sales

staff of 3 Frederique Constant Stores in Mumbai
Objective: To determine profiles of past Frederique Constant
buyers, and develop insights about customer perception
about the brand

Insights:

Insights:

Luxury customers are extremely

brand conscious; One would rather buy
a simple watch of a premium brand
rather than a fancy watch of a brand
not as premium
Luxury customers are not as particular
about designs as they are about the
brand itself
Indian luxury customers enjoy good
deals are value seekers

Frederique Constant is purchased /

enquired about mostly by corporate
people and business executives (clear
results of the focus and marketing till
now)
An FC watch is not perceived as designer/
fashion piece at all, and more of a classic
Swiss watch, purchased for quality
The devanagari script watch found quite a
few purchases from Politicians
*Detailed description and results of research in Annexure 1

Industry &
Competition

Research
SWOT and
Brand Equity

STP and
Marketing
Mix
Integrated
Campaign

Devanagari
Watch

SWOT
Strengths
Greater if it is a POD
rather than just a POP
Can be leveraged upon to
build Competitive
Advantage in the long term
Consumers need to be
communicated about FCs
Differentiators

Opportunities
Highlight new
avenues to build
capabilities
Conducive
environment
changes
Growing market potential
that needs a good
marketing mix to tap

Differentiating strengths will form the basis of building brand identity

Swiss origin (Geneva)

Handcrafted Automatic
Mechanical Timepieces
Vertical integration
delivering better quality
Heritage value of timepiece
Corporate focus
Classic sedate designs

Increasing disposable income

More upcoming ventures to
partner
Corporate gifting trend
Target a younger
audience
Communicate the
long term
value of an
FC watch

New Entrant to
Indian Market
Low Brand Awareness
Lower number of mass
campaigns (only focused
promotion)
No high profile ambassador
Not perceived as a young
persons watch

Weaknesses
Show priority areas or
focus areas for
Marketing
Highlight wrong
strategies
Find ways to overcome
effects of weaknesses
through innovation /
alternate channels

Mobile manufacturers entering

the watch manufacturing space
Cheaper substitutes
Counterfeit watch market
Older brands with higher
equity in India

Industry &
Competition

Research

SWOT and
Brand
Equity
STP and
Marketing
Mix

Threats
Increasing risk of
environment
factors
Risk of current
brand strategy
Need to take up strategic
brand building activities
over a longer period

Integrated
Campaign

Devanagari
Watch

Understanding Brand Equity of Frederique Constant in India

FCs Brand Equity

Points of Parity and Points of Difference
can help understand brand equity of
Frederique Constant in India

Points of
Parity

Points of
Differentiation

Swiss Watch

Sedate, classy,
clear dial
designs

Automatic
handcrafted

Live your
Passion

High quality

Corporate
Focus

Durable

Heritage, story
of founders

Collectors
Value

Devanagari
script watch

Objective

Industry &
Competition

To achieve long term leadership in

India, Frederique Constant will
have to create a strong,
differentiated brand positioning
and focus on the correct target
according to the brand character

Research

Measuring the Brand Equity

Brand Asset Valuator(BAV)* by Young and
Rubicam Group used to measure equity
Niche/
Untapped
Brand Strength
(Differentiation and Relevance)

Brand Equity

Leadership

Declining

New
Eroding
Unfocussed
Brand Stature (Esteem and Knowledge)

Frederique Constant in India is differentiated in

terms of its design, heritage, corporate focus and
value, however, it still remains fairly niche due to
the huge untapped potential
The long term goal of FC as a brand will be
to move into the upper right quadrant (Leadership)

Since the luxury watch industry is

already crowded with multiple
brands, and each of them partly
own equities of craftsmanship,
precision, quality, and other
functional attributes of automatic
watches, to create differentiation,
instead of competing in the same
space, Frederique Constant to
create Executional equity of Live
your Passion with other brand
characteristics
supporting
as
functional equities

Accessible Luxury
Vintage

LiveCreativity
your Passion

Collectors Value

As per primary research with watch retailers,

and secondary data analysis

*Detailed description about BAV in Annexure 3

Swiss Geneve

Heritage

Handcrafted Automatic

SWOT and
Brand
Equity
STP and
Marketing
Mix
Integrated
Campaign

Devanagari
Watch

Segmentation
Strategy

Focus on Corporate Sector needs to be expanded to Professionals

Industry &
Competition

Focussed Identity of a Corporate Watch

Untapped to a great extent by competition
Offer less expensive means for focussed
promotions as opposed to mass campaigns

Too focussed, and the target may not

resonate the brand as effectively as desired
Segmentation and targeting ideally be based
on psychographics for a lifestyle product

Research

SWOT and
Brand Equity

Demographic Segmentation
Mainly corporate executives,
however also including professional
businessmen , musicians, doctors,
academicians, sportsmen, journalists
etc.
Income bracket: High income

Leveraging some
of the merits of current
Strategy and rectifying some
of the cons, we propose expanding
the target to a larger group of Professionals
- business executives, doctors, lawyers, journalists,
teachers, artists etc.

Psychographic segmentation
Based on Personality, Values and
Lifestyles
Passionate and mature individuals
who appreciate beauty of niche
handcrafted automatic designer
products. They desire premium
products to reflect their passion

STP and
Marketing
Mix
Integrated
Campaign

Devanagari
Watch

Brand
Positioning
The Brand Key* Model
developed by HUL is
used to understand the
positioning of the
Frederique Constant
brand, and to understand
strategic fit of Live your
Passion
for passionate
professionals

Positioning of Frederique Constant and building the brand

Industry &
Competition

Luxury timepieces handcrafted with passion

Accessibility

Passionate, Appreciation
for Swiss luxury,
craftsmanship, classic
design

Product
Philosophy

Made in Geneva Passionate

endorsers, heritage of
founders

Research

SWOT and
Brand Equity

Essence

Live your
Passion
Handcrafted in Geneva ;
Passionate about owning
& wearing an FC watch

Classic designs A reflection of

passionate professionals
A passionate, confident
individual wants a sedate luxury
timepiece reflection of his own
passion and personality

Insight
Luxury time pieces,
technology watches,
luxury jewellery - bracelets

Competitive
Environment

Target

A passionate person who

has a desire for exquisite
luxury and craftsmanship

Root Strength
Passion (profession, craftsmanship, design, interest)
Value through accessibility

*Detailed description about

Brand Key in Annexure 2

STP and
Marketing
Mix
Integrated
Campaign

Devanagari
Watch

Marketing Mix
8 Ps

Re-defining the Marketing Mix according to the 8Ps of Luxury marketing*

Product level (Functional Benefit) - handcrafted, own caliber development,

beautiful designs, new technologies
Experiential level (Emotional Benefit) Live your passion

Industry &
Competition

PERFORMANCE

Accessible Luxury
Price points Rs. 45, 000 to Rs. 2.25 lakh

PRICING

PEDIGREE

The Swiss connection Geneva

Heritage: Frederique Constant first
names of great grand parents of
founders

Research

SWOT and
Brand Equity

Events
Other Associations

PUBLIC
RELATIONS
(PR)

Retail brand environment

heightening consumer experience
Niche media events, magazines,PLACEMENT
In-flight entertainment

P
P
PUBLIC FIGURES

PAUCITY

PERSONA

Handcrafted quality constrains

mass production
Limited POS

STP and
Marketing
Mix
Distinctive projection Passion
Coherence across consumer touch points
events, associations
Visual brand identity
Long form commercials/ short film videos
targeted towards professionals
Activation Programs Share your Passion

Garners attention, credibility and impact

Personality resonates with brand aura (passionate professionals) Harsha Bhogle, Chetan Bhagat
Weekly podcasts about their stories and life, distributed across digital channels

Key Takeaways

Experiential value is as important as product excellence

Pedigree is important but it is also important to generate ongoing relevance and dynamism through Persona, PR
Exclusivity and Stature through paucity and placement factor
*8P Analysis by BPG Group, UAE; Source: Brand channel

Integrated
Campaign

Devanagari
Watch

Recommendation
IMC

Based on the STP and mix towards building the brand, what we propose
for the short term is a targeted campaign under theme of Passion
Industry &
Competition

Integrated Marketing Campaign

Handcrafted for the Passionate
Professional

Mobile Devices
Social Media marketing
Direct Emails
Website and blog
Search based ads

Events
and PR

Digital
Marketing

Research
Corporate executive cricket and
golf tournaments, offsites
Exhibitions in 5 star hotels
Annual Business Quiz Passion

IMC Media
Mix

Reducing the electronic waste

campaign
Fund raising for specific causes
Tie ups with hospitals and nursing
homes
Carbon positive manufacturing and
service setups

CSR

Liveyourpassion

SWOT and
Brand Equity

STP and
Marketing
Mix
Strategic
advertising

Point of Sales
Promotions

Use of technology enabled devices (edisplays) at POS

Small branded collectibles with every
watch (depending on collection)

Print based
Airlines screens
Airports billboards
Hotels, lounges and clubs
Exclusive previews and concerts

Integrated
Campaign

Devanagari
Watch

Targeted advertising in specific media will help reflect brand character,

and build brand salience; POS will help improve brand imagery

Advertising
and POS
Endorsers
Get passionate people to
endorse the brand not
necessarily
high
profile
celebrity
endorsers,
but
popular individuals who are
passionate about what they do

Suggested Advertising Communication Themes

Gifting during festivals
Gift yourself, Gift
others - a perfect gift
for the passionate
professional

My Passion my pride
Inspirational heritage and
story
of
Frederique
Constant founders and
their values and passion

Celebrate your Passion professional

achievements and milestones (first job,
a promotion) - Rewarding yourself with
an FC- a timeless masterpiece to
celebrate your passion

Industry &
Competition

Research

SWOT and
Brand Equity

Channels for Advertising

Point of Sales Marketing

Magazines
Besides corporate magazines already used, Forbes,
Business Today and The Week Magazine
Since the TG is now Professionals, lifestyle magazines like
Chip, Verve, Tehelka can be added
The Little Magazine featuring art, films, documentaries,
poetry can be an interesting addition

Billboards
Outside airports, IT
studios, 5 star hotels
In-Flight entertainment
for international flights bound into India

E- displays and screens

At the POS technology enabled
electronic catalogues can be
used to display various ideas
around Passionate.

parks,

Branded FC collectibles
Refine packaging to include a
branded collectible with every FC
watch Either it can be standard
or varying as per the FC collection
Examples: A Frederique Constant
Stamp, a heart shaped ornament

STP and
Marketing
Mix

Integrated
Campaign

Devanagari
Watch

FC Collections
Themes

Under the leitmotif of Passionate Professionals a few communication

/ advertisement themes are suggested for each of the FC collections
Industry &
Competition

Inspired
by
passionate
individuals, Manufacture is a
range of exquisite handcrafted
watches that signifies Passion
for Innovation

A collector's
masterpiece;
Vintage Rally is a
range of exquisite
handcrafted
watches which are a
timeless signature of
the collectors
passion for style and
prestige

Elegant, Bold; Runabout is a range of

handcrafted, hand polished watches
for passionate professionals who
have an eye for detail

Liveyourpassion

A Swiss masterpiece; Classic is a range

of heritage watches known amongst
collectors for their exceptional value; for
the classic professional!

Feminine
and
sophisticated, classic
and elegant, sexy in
every detail; Ladies
automatic is a range of
fine
mechanical
timepieces developed
with
passion
by
women for women. It
reflects the values and
aspirations of the
modern, independent
professional woman

Research

SWOT and
Brand Equity

STP and
Marketing
Mix

Integrated
Campaign

Devanagari
Watch

Events and
Associations

Promotions through exclusive Events & Associations will improve

Persona of the brand

Objective
To create awareness about
Frederique Constant among
Passionate Professionals in a
targeted manner

Process
Convene professionals who share
passions and educate them about FC
while giving them a chance to live
their passion brand resonance

Industry &
Competition

Research

SWOT and
Brand Equity

Bringing the Passion Awards

to India Extend the theme to
professionals

Partner with corporate associations for

sponsorship of corporate offsites for
executives

Sponsoring Corporate Sports

Tournaments. like Cricket,
Polo and Golf. An FC watch as
a winners memento

Participation in events like

Indian Luxury Expo & Mint
Luxury Conference

STP and
Marketing
Mix

Integrated
Campaign

Sponsoring Niche Professional

Events and Concerts
Niche events like the Mahindra
Blues, Jazz concerts etc

Starting an Annual Event

like a Business Quiz or a
Quizzes within specific
Professional domains

Strategic Event Partnerships

with Car Shows/Rallies which
FC does globally Land Rover

FC Exhibitions 5 star hotels

Also fine dine pubs, lounges
and restaurants can have
promotions

Devanagari
Watch

Digital
Marketing

70%

Digital is a common landscape for luxury consumers, so as digital content evolves and the
web grows, brands are testing how to interact with their consumers in the digital space
-- Andrea Wilson, luxury practice lead, iProspect
of consumers prefer to hear about
new products from Facebook
friends rather than brands*

Search Engine Optimization SEO

improves through uploading Search guides
of fresh content on the
website
Ads should be strategically
placed so as to improve
FC on Social Media
Communities of Passionate Professionals
Besides brand FC page, FC should have an
India specific page which should
continuously be uploaded with fresh
content about sponsored events,
associations and happenings.
Since the new focused target are
Passionate Professionals, create forums
where they can share stories, and interact
with each other
Build activity through engaging content,
promotions, taglines and contests
Invite passionate professionals to share
their stories

Loyalists, Frequent
customers, Aspirational
fans
Enthusiast forums
Brand moderators

+ 57%
Mobile Apps
QR codes

have asked their friends on

Facebook for advice before
purchasing a product*

Continuous
engagement

Big opportunity for brands to play a

stronger role on Facebook, Twitter
and other platforms

Research
FC Smartphone App
Make and share your own FC watch
design on the app
Get information about FC watches and
events

Mobile
Devices
Search

Highly targeted
High ROI
High competition for
attention

Email

Digital
Marketing
Social
media

Emails to be sent to focussed

professionals/ groups before
and after events to build brand
experience

Website

Have an India specific

micro-site on the website
Upload sponsored news and
events to build identity of
passion

Industry &
Competition

Big, beautiful images

Detailed product descriptions
Captivating lifestyle content
Video and image galleries

*Source: 8thBridge report, 2012

SWOT and
Brand Equity

STP and
Marketing
Mix

Integrated
Campaign

Devanagari
Watch

CSR

CSR is an increasing focus among elite luxury brands and in India

this trend is all set to take off in a big way
Recently in August 2013, the Indian Government passed a clause where
companies will have to spend 2% of their net profit on CSR projects. It gives an
opportunity to Frederique Constant to tie up with corporates for such projects,
providing greater brand visibility, as well as strengthening support of the brand
towards social causes

Frederique Constant - Heart Association

Sponsor certain fund raising events where charities and associations can put out presentations /
shows and wealthy people, corporations and institutions can donate towards the cause. Since FC is
associated in a big way towards Heart diseases, partnering with heart research institutes and
hospitals is strategic in India as well. Social media can be used for promotions
Be a part of the Heritage:
All partnering charities, associations and NGOs to be rewarded with a trip to FC HQ in Geneva
E-waste
Creating awareness about the generation of tremendous amounts of e-waste generated through
used cells in watches. Promoting mechanical watches and creating awareness about the longer life
and collectible nature of watches. Creation of short films and viral videos to support the cause
Carbon Surplus
All manufacturing and service centers the world over - to be carbon positive or rather carbon
surplus. This can be communicated through different media

Industry &
Competition

Research

SWOT and
Brand Equity

STP and
Marketing
Mix

Integrated
Campaign

Devanagari
Watch

Devanagari
Script watch

Passionate about Indian design a timepiece handcrafted for you!

Ethnically Aesthetic
Ethnic: a range of handcrafted watches for the
Passionate Indian who attempts to build a connect
with his roots while at the same time making efforts
to achieve grandeur

Primary Research suggested that the

watch was fancied by Politicians

Product inline with consumers values

Indian consumer sees a sign of luxury in Indian
culture/ ethnicity/ royalty
Focus on Political class

Industry &
Competition

Research

SWOT and
Brand Equity
Promotion Campaigns along
National Festivals like 15th of
August or 26th of Jan
Special strategic promotions during
Gifting festivals like Diwali, Holi,
Rakshabandhan etc.

Marketing campaign on Social

Media, about Indian-ness
Share why youre passionate about
India!
Imagery to feature ancient royal
Indian culture jewels, ethnic
handicrafts, surroundings

STP and
Marketing
Mix

Integrated
Campaign

Created for India

Crafted in Switzerland
For the Passionate Indian

Devanagari
Watch

Annexure 1
Primary Research Details

Brand Key Terminology

Frederique Constant Stores visited in Mumbai The Collective,

Watches of Switzerland.
Interviews with store managers/ sales person

Broad List of Questions / Topics discussed:

1.
2.
3.
4.
5.
6.
7.

What do luxury watch customers (watch purchase above Rs.

20,000) prefer the most? Brand loyalty v/s design of the watch
What are the most important factors taken into consideration
while making such a purchase?
What is profile of people who enquire about or consider the
Frederique Constant brand?
What does Frederique Constant known for the most?
Does Frederique Constant receive a lot of corporate orders?
Which collection of Frederique Constant is the most popular?
About the watch with Devanagari script did regular FC buyers
buy it or it attracted specific buyers?

Brand Asset Valuator

Photographs of display Frederique
Constant Watches at the POS

Annexure 1
Primary Research Details

Brand Key Terminology

Brand Asset Valuator

Results of the Research

What matters the most while making a luxury purchase

Brand v/s Design

Brand Loyalty

Design

Brand

Design

Celebrity

Price range

Style/ Type
of watch

What FC is known for the most

Swiss watch
Sedate clean dial designs
Quality
Collector value

Profile of people interested in FC

Most Popular collection of FC

Manufacture
Collection

Devanagari Script watch - India

Mainly
Corporate
Executives

Politicians :: and People who

preferred something ethnic

Annexure 2
Primary Research Details

Brand Key Terminology

Brand Asset Valuator and

The Brand Key model consists of ten steps to establish effective brand positioning. The ten steps have been
described below:
1. Root Strengths- It is the original product, values and/or beliefs that made the brand great and on which
we want brand to build.
2. Competitive Environment List of competitors, including share of wallet and share of mind
3. Target Its the person and the situation for which the brand is always the best choice, defined in terms
of their attitudes and values, and not just demographics.
4. Insight The element of all you know about the target customer and their needs on which the brand is
founded.
5. Benefits The differentiating functional, emotional and sensory benefits that motivate purchase.
6. Values, Beliefs and Personalities The brand values what the brand stands for and believes in and its
own personality.
7. Product Philosophy Our guiding product beliefs and principles and how we prove these principles
through product experience.
8. Reasons to Believe These are the proofs we offer to substantiate the benefits/brand experience
9. Discriminator The single most competing and competitive reason for the target consumer to choose the
brand.
10.Essence - The distillation of the brand into a core idea or promise.

Annexure 3
Primary Research Details

Brand Key Terminology

Brand Asset Valuator

The Brand Asset Valuator Model (Trademark of Young &

Rubicam Group) measures brand equity based on 4
parameters, as explained below:
1.

2.

3.

4.

Differentiation:
Difference,
uniqueness
and
distinctiveness Reflecting the brands essence and
ability to stand out from competition. Also captures
the brands ability to command a premium.
Relevance: Personal appropriation to customers of the
target group. Relevance is the source of the brands
staying power.
Esteem: The degree to which the target group likes
the brand, and understands how it fulfils its brand
promise. Esteem is influenced by popularity and
quality.
Knowledge: It means the ability of customers to
internalize what the brand stands for. Knowledge is
generally achieved over time, and marketing and
media is crucial in achieving this.

Brand Relevance and Differentiation

together make up Brand Strength
Brand esteem and knowledge make up
Brand Stature