Marketing Plan

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Launching of the Luxury watch brand: ZESH COLE in Brazil

Executive summary
A Swiss company named Zesh Cole Ltd.. is preparing to launch its first Male Wrist Watch store in the Indian market. The primary marketing objective is to make consumers aware about the new brand and its products and its unique features, which will result in achieving a bigger market share in watch industry.

Company Overview
Zesh Cole Ltd.. is a Swiss watch-making manufacturer of high-quality, luxury wrist watches. Its Watches are regarded as status symbol. Type: Private held company Founders : Zesh & Cole Estd.: 15th November , 1920 Headquarters: Geneva, Switzerland Products : Wrist watches, Accessories Revenue: USD $ 1 billon Website: www.zeshcole.com

Vision & Mission Statements

VISION

To be a world class, innovative and progressive organization that creates successful business based on a customer centric approach. MISSION Zesh Cole Ltd. is a watch company that produces wrist watches for sale in Switzerland. The company will build its image as a quality watch first, and then

Watch Market
GLOBAL Total Luxury market size ----$ 29.08 Billion. Luxury Watches ----Above $999

Increasing dominance of the BRIC (Brazil, Russia, India and China) markets in the luxury watch industry (WorldWatchReport)

Sales of watches in Brazil

Value (R$ million) Mechanical 2006 273 2007 299 2008 323 2009 329 2010 345

Quartz 1,208 1,278 1,388 1,333 1,392 analogue Quartz 2,079 2,223 2,420 2,323 2,447 digital exchange rate for 2010 was USD1:BRL1.76. The reference Source: Euromonitor Total 3,559 3,800 4,130 3,984 4,194 Four of the most notorious brands (Rolex, Omega,Tag HeuerandCartier) collectively account for 90 per cent of demand, according to Internet searches performed by Brazilian consumers

Benefits and Product features

In house production

Automatic integrated chronograph Remarkable mark in terms of precision,

reliability and aesthetics. Its a multi-functional watch:

Day & Date Navigation Lighting feature Sensor

Contemporary; sober yet sophisticated

design

Features that make Zesh Cole a Masterpiece

Handcrafted Power and beauty Latest technology. Blend of style, performance and function. Innovation

Major Competitors.
-Cartier -Omega -Tag Heuer -Rolex -Rado
( as per WorldWatchReport)

SWOT Analysis
STRENGTH
Quality

WEAKNESS

High pricing after History and Brand presence tariffs and taxes.
Commitment to excellence Manage Demand Advertisement Innovation Excellent customer service

SWOT Analysis: Conti

OPPORTUNITY

THREATS

Maintain exclusivity of the brand With a changing consumer attitude, people like to possess multiple watches for different occasions and events.

Expensive Entrants of new Competitors Short fashion life cycle

Objectives & Issues First year objectives:

First year sales revenue is projected to be 10% of the watch market industry. Investment to be made on advertisements as it is very important for any kind of newly launched company or product. Second Year Objective: However building brand image with constantly delivering superior quality and reliability of the product, providing proper functioning through the service centres to make the customers feel privileged and satisfied. .

Issues
To establish a well-regarded brand image. Huge amount of capital is to be spent on different

types/modes of advertisements so that the companys name and product is well known to the customers.

Marketing Strategy
SEGMENTATION Using the Geographic & Demographic variable Zesh Cole Ltd. will open its first store in Rio de Janeiro which houses people with highest brand awareness and highest disposable income. Demographics Age : 25-60 years Sex : Males and Females Income : above $450,000 Employment : Entrepreneurs, celebrities, people in high positions in domestic and multi-national companies. Psychographics High-income clients with high disposable incomes who are updated with fashion and buy luxury goods as status symbols.

Marketing Strategy
TARGETING

Our target market belongs to upper class/elite class, Entrepreneurs, Corporate people and celebrities. Target Customers: Customers who want to assert their status through purchase and use of luxury fashion accessories.

POSITIONING

It will be positioned as a high fashion luxury watch brand that has been worn by all celebrities and the royalty for almost hundred years. It is a status symbol and will be seen in all leading fashion magazines and portals in Brazil and the exclusive launch, with all leading actors, actresses and sportspersons will assert its niche presence.

Marketing Mix
PRODUCT
The classic collection of analogue and digital watches

will be launched with the new seasons collection. A line of accessories that includes bracelets for men will also be launched. PRICE
The pricing strategy will be to initially undercut our main

competitors by 10%, using a market penetration strategy. Then, pricing will be adjusted to be directly competitive with the other major competitors. Pricing starts at1800$ whereas as the starting price for competitors is 2000$.

Marketing Mix conti

PLACE
Initially, Zesh Cole Ltd. will

launch its exclusive store in Rio de Janeiro in the Village Mall that houses some of the leading luxury brands like Chanel, Hermes, Carolina Harrera, Marc Jacobs etc.
It will then open an outlet in

Sao Paolos multi-brand department store Daslu.

PROMOTION
Ricardo Izecson dos Santos

Technological
Technological advancements & innovations is changing the face

of the traditional watch market. It will give faster and secured service, strong consumer understanding and as helped deliver world class products.
The companys access has acted as a strong value proposition

for the company, in offering innovative products to the consumers.