复旦大学：《学术英语（管理科学）Academic English for Business》学生学术英语课程项目_COMPETING AGAINST BLING

GROUP PRESENTATION COMPETING AGAINST BLING

COMPETING AGAINST BLING GROUP PRESENTATION

ummary 1.1 the company 1.2 analysis of the market 2 information accessment content 2.1t 2.2 product positioning 2.3 marketing strategy 3 solution 3.2 product positioning 3.3 marketing strategy 4 justification The example of swatch

1 summary 3 solution 2 information accessment 4 justification content 1.1 the company 1.2 analysis of the market 1.3 brand example 2.1 target market 2.2 product positioning 2.3 marketing strategy 3.1 targeting strategy 3.2 product positioning 3.3 marketing strategy The example of swatch

The Company Rochat&Schmid, a 100-year-old Swiss maker of luxury timepieces has recently entered the Chinese luxury market

The Company Rochat&Schmid, a 100-year-old Swiss maker of luxury timepieces has recently entered the Chinese luxury market

1.1 The company ALL ABOUT THE COMPANY Idea Rivals The company focuses on low R&ss biggest rival was key watches and has an idea Berlinger, which was lauching a line of gem-accented namely an understated luxury watches

1.1 The company ALL ABOUT THE COMPANY The company focuses on low￾key watches and has an idea of “subtle elegance”. It was, namely an understated luxury producer. Idea R&S's biggest rival was Berlinger,which was lauching a line of gem-accented watches. Rivals

1.2. Analysis of the market The Chinese market is thouroughly new for R&S. The Chinese buyers of luxuries are of a universally young ager than those in Switzerland

1.2.Analysis of the market The Chinese market is thouroughly new for R&S.The Chinese buyers of luxuries are of a universally young ager than those in Switzerland

1.mArket The growth in China We could see that timepieces are getting worse in Chinese market since 2011 配饰 鞋履 女士服装 男士服装 M ASSEI HALL 珠宝 箱包 腕表 化妆品类 40 10 2011 2013 2014 016 2017 10 20

1.2Market The Growth in China We could see that timepieces are getting worse in Chinese market since 2011

1.2 Market 10后·80后85后·90后·%5后 100% 2 Rate by ages 80% 70% The younger ages are booming in luxury market since 2014 20132014201520162017H1

1.2 Market The younger ages are booming in luxury market since 2014. Rate by ages

1.3 Brand example The patek philippe is a Swiss luxury timepieces producer, aiming the highest level of luxury market in China. CEO of the PATEK PHILIPPE comany thierry stern stated that the GENEVE sales volume in China has been getting higher every month

1.3 Brand example The Patek Philippe is a Swiss luxury timepieces producer,aiming the highest level of luxury market in China.CEO of the comany Thierry Stern stated that the sales volume in China has been getting higher every month

Watches: Retail Market share 2017(By brands) Rolex, 18.5%6 Market Overview Cartier Watches 56% Tissot. 4 596 Audemars Piguet. 40% Breguet, 1.39 c36% Vacheron 35% Constantin, 1 996 Jaeger-Lecoultre, Officine Panerai, LHublot. 2.196 Source: LuxeConsult, Morgan Stanley Research estimates

2.3 市场概述 Market Overview

2 identification of the problem: how to adapt to Chinese market? 2.1 TARGET MARKET 2, 3 MARKETING STATEGY 2.3.1 Watchmaker and retailer C 2.1.1 Intense competition O 2.1.2 Cultural differences o 2.3.2 ldentification with the publics taste 2.3.3 Anticorruption Q 2.2.2 From niche to mainstream 2.2.1 Value proposition 2.2 PRODUCT POSITIONING

2 identification of the problem: how to adapt to Chinese market? 2.1.1 Intense competition 2.1.2 Cultural differences 2.3.1 Watchmaker and retailer 2.3.2 Identification with the public’s taste 2.3.3 Anticorruption 2.2.1 Value proposition 2.2.2 From niche to mainstream 2.1 TARGET MARKET 2.2 PRODUCT POSITIONING 2.3 MARKETING STATEGY