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OMEGA Brand Audit Presentation

Nattawut Kreangkraileard 112845Chen Li Han 113969

Wangmo Chador 113377

Introduction

• OMEGA is a Swiss watch company based in Biel/Bienne Switzerland

• 1848: founded by Louis Brandt in La Chaux-de-Fonds, Switzerland and now owned by Swatch Group.

• (Ω): last letter of the Greek alphabet and symbolizes accomplishment and perfection.

• Today, Omega’s brand recognition all over the world – certified marine watch, world leader olympic time keeping, choice of NASA and first watch on the Moon.

History

Nature & scope of (product/market) for Business

• Swiss company: associated with country image(high quality and authenticity)

• Brand Image: well established, recognized brand and leading brand of Swiss watch in the world, (space exploration to deep-sea discovery).

• Design:- total 19 brands in groups and designs based on lifestyle not the age.

• Ambassadors

Brand Portfolio

• Constellation Series: 1982, that introduced a radical and enduring design concept, suitable for customers who pursue status and style.

• Seamaster: 1948, achieved worldwide fame for inspired design and outstanding stability- effect for serious underwater adventure.

• Speedmaster:1969, it claimed its place in history as the first watch to be worn on the Moon.

• De Ville series: focused on Customers who prefer luxury (associated with fashion and elegance)

• Specialties series : special design and limited quantity watches (watch collection)

Brand Attributes

• Categorized into five different profiles:• Connoisseurs/specialists • Sport • Fashion • Lifestyle • Jewellery • Omega uses different types of celebrities in order to

broaden its message and therefore touch different segment on the market (hedonism – victory – beauty).

Brand Equity

Recall and Recognition

• Advertising

• Public relation (PR) events

• Uniqueness

• Consistent style

Brand Positioning

Evaluation of the current brand equity

OMEGA

Image

Sports

NegativePeople

Performance

Points-of Parity Points-of-Difference

Swiss watchmaker Innovative products

Durable Unique appearance

Fine materials Iconic OMEGA logo

Quality Craftsmanship Exclusive, prestigious imagery

Accurate Enduring premium value

Attractive Uniqueness of the first moon watch

Analysis of current Marketing Environment

Consumers for the brand

• Young with very well-educated person• Who desire to possess talent, and

sophisticated look

Competition of the brands

Rolex

• Rolex was found in in London, England

• high-end market by offering only mechanical watch; Oyster Perpetual, Oyster Professional, and Cellini.

• Rolex limits its product approximately 2,000 watches a day

TAG Heuer

• TAG Heuer was founded in Switzerland.

• TAG Heuer’s image and positioning is inextricably connected to chronograph precision

• uses officially licensed retailers to sell its watches both in stores and online.

• These licensed retailers range from exclusive jewelers to department stores

Zenith

• Zenith in Switzerland.• Zenith has a long reputation

for the quality and precision of their watches.

• Zenith watches do not have the widest distribution so that demand is being kept high.

Channels and collaborators

Recommendation

Marketing communications

• Omega advertising domain are : tennis, sailing, golf and motor Sports.

• OMEGA advertises in different categories of reputed magazines , shows case brand names in international sports games.

• Public relations• Direct Marketing

Foreign markets: Brand extension and leveraging brands

• Swatch Group - global supply chain management system (over 200 agents)

• 10,000 retailers across the globe located in department stores, airports, selected boutiques and thriving cities.

• The Indian watch market is estimated to be Rs.15 Billion in the year 2010-11 and among majorly sought after brands include – Omega.

• Omega collection includes gents’ and ladies watches, chronographs, complications and jewellery watches available in different sizes, shapes and materials.