Tag Heuer Presentation 6l441

Topic : STP + Marketing Mix Product : Watch Company : Tag Heuer

TAG HEUER

Geographic Demographic Psychographic Behavioral Region, City or metro size, Density, Climate

Age, Gender, Family size, Family life cycle, Income, Occupation, Education, Religion, Race, Generation, Nationality,

Social class Lifestyle, Personality.

Occasions, Benefits sought, status, Usage rate, Loyalty status, Readiness stage Attitude towards product

Segmentation • GEOGRAPHIC SEGMENTATION – City or Metro Size

_ Density



: Cities with population of 10 lakhs & above ( Cities : Bombay, Delhi, Bangalore, Pune, etc.) : urban crowd

DEMOGRAPHIC SEGMENTATION – Age – Gender – Occupation – Education – Nationality – Generation

Gen X : 1965-76 Gen Y : 1977-94

: 25 – 55 years : male, female : Builders, IT professionals, Businessmen : graduates, postgraduates : Indians & NRI’s, foreigners : Gen X, Gen Y

• PSYCHOGRAPHIC – Social Class – Lifestyle – Personality



: upper middle class & upper class : achievers (successful businessmen, & IT professionals) : ambitious

BEHAVIORAL – – – – –

Occasions Benefits status Loyalty status Readiness stage

– Attitude towards product

: regular & special : design & quality : potential & regular s : strong & absolute : intending to buy desirous, interested : highly enthusiastic buyers

Market Targetting 1) Undifferentiated Marketing (mass marketing) example :Dettol, Disprin 2) Differentiated marketing (segment marketing) , multiple brands 3) Concentrated marketing (niche marketing) – small segments 4) Micromarketing (local marketing and individual marketing)

Targeting • NICHE MARKETING – The community targeted for this product is a well defined set of dedicated buyers who have a desire to buy TAG HEUER. This is mainly concentrated towards the upper middle class & the high class community thus forming a “niche market”.

Positioning 1.

“Pure, lines, strong design, the emblematic bracelet – the ultimate expression of sports & elegance.”

2.

“Sports & outdoor: The daringness of a design developed with the action of the mind”

MARKETING MIX •

PRODUCT

- Variety

- Quality - Design

- Brand name

-Packaging -Services

: Men's range: Sports collection (fast moving) Professional collection Women's range: Party wear range (diamond studded) Casual range : High caliber watches, does not function on batteries : Simple & unique design with classy finishing that differentiates it from its close competitor brand “Omega” : Prestigious range - Rolex, Pierre Cardin Medium range - Tag Heuer, Omega Economy range - Swatch : simple classy packaging : 1 main service center in Pune

• PRICE List price - Ranges from Rs. 30,000 to 2, 50,000 - Based on caliber of watches (accuracy of watch) - Change in pricing policy does not affect sales to a large extent because the brand name plays an important role here.

• PLACE – Channels : Dealers with consistent flow of customers for Tagheuer. Eg. Pundol and Phoenix mall -- Coverage

: major metros & developed cities – Locations :‘Camp, Nagar Road – Inventory : Limited inventory to suit the sales % ( 6 to 8 watches/month)

- Logistics: A well connected system of carefully chosen dealers. Main dealer – Delhi

Sub dealers

Mumbai

Bangalore

Pune – CT Pundol

Ahmedabad

Retailers C T Pundol

Phoenix Mall

•

PROMOTION –

Advertising • •

• •

Promotes itself as a major sports brand using celebrities like Tiger Woods, Juan Pablo Montoya.(Car race driver) Uses top celebrities as brand ambassadors – this also contributing to a large part of advertising. E.g. Shahrukh Khan, Priyanka Chopra, Sushmita Sen, Uma Thurman, Brad Pitt, Dicaprio Local advertising through print media, such as magazines & hoardings. Limited promotional policies to target a particular sector of people.

Tiger Woods Golf player

Juan Pablo Montoya Race car driver

Cameron Diaz

Uma Thurman

Brad Pitt

Leonardo Di Caprio

CONCLUSION TAGHEUER stands out for its unique design & brand name & this is successfully achieved through its high quality & powerful marketing strategies.