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Advertising Promotion of the new Roger Dubuis products in China

Cédric Laforge – Msc Luxury and Fashion Management - 2012


CENTENNIAL HISTORY OF ROGER DUBUIS  





Roger Dubuis is the brand name of luxury watches and jewellery founded by Carlos Dias and Roger Dubuis. Dubuis, a talented watchmaker, founded his own atelier in 1980 after 14 years of developing complications for Patek Philippe. He took commissions to design new complications for major brands for several years. Carlos Dias, a designer for Franck Muller, joined Dubuis to launch the brand. Roger Dubuis was born in Geneva and all of his watches, strongly associated with that culture, are submitted to the quality hallmark of the Poinçon de Genève as well as receiving chronometer certifications. In August 2008, Richemont Group has acquired 60 percent interest in Roger Dubuis SA. The announcement was made on Monday 11 August 2008.. Roger Dubuis SA, based in Geneva, will continue to manufacture and distribute watches under the 'Roger Dubuis' name. Advertising strategy for Roger Dubuis novelties in China


THE KEY OF THE STRATEGY 

ÂŤ Spread the word Âť is the key to the advertising strategy I chose. Generate word to mouth effect

The aim of the strategy is to launch the product and that the message will be spreaded all over China through internet and highly-valuable club. 

Advertising strategy for Roger Dubuis novelties in China


DESIGNING AN ADVERTISING STRATEGY 

I want to choose the following elements for the advertising strategy of the two new products of Roger Dubuis.



The key in China is to ADVERTISE THROUGH EXPERIENCE



Social Networks Boards in the airport Celebrity marketing Events

  

Advertising strategy for Roger Dubuis novelties in China


1 2 3 4

• Social networks • Boards in the airport • Celebrity marketing • Events

Advertising strategy for Roger Dubuis novelties in China


THE PRODUCTS BEING LAUCHED 

The two new products to be launched are



These two new products are now key to the develoment of Roger Dubuis and its reorientation Advertising strategy for Roger Dubuis novelties in China


ADVERTISING THROUGH SOCIAL NETWORKS 

Social networking is an exponential advertising strategy mean



The Chinese Net-osphere is gaining 90 millions of users a year (above all in the 2nd and 3rd tier cities) = more and more potential customers



Increase content and traffic with influencial bloggers about watches, fashion ‌



Use the following networks Advertising strategy for Roger Dubuis novelties in China


ADVERTISING THROUGH SOCIAL NETWORKS 

Advertising through social network can have a lot more impact on Chinese customers than any other mean because of the viral effect it may have.



It’s cheap, easy but content is required.



Renren and weibo are the most common ones Advertising strategy for Roger Dubuis novelties in China


BOARDS IN THE AIRPORT - TARGETTING 

This advertising mean may be expensive but worth it.



JC Decaux suggests several advertising points with bigger boards and advertising possibilities than in the Western world.



The flying Chinese people will be the one potentially buying a Roger Dubuis new Velvet or Pulsion watch.

Advertising strategy for Roger Dubuis novelties in China


BRAND AMBASSADORS 

The power of brand ambassadors in China is very high. Th aim is to target the right person. A cinema star or a TV-Star is a very good choice



If Tomer Cisley is known in China, he can be used as well but an adaptation to the local culture with Chinese stars may be a very good idea. But Jacky Chan is the perfect one for Roger Dubuis



The brand ambassadors contribute to the advertising of the brand and its products by pushing customer to buy Velvet or Pulsion watches by Roger Dubuis.

Advertising strategy for Roger Dubuis novelties in China


THE DIFFERENTS POSIBILITIES OF EVENTS ADVERTISING 

Events are really important in China because it’s the place where brands are created and where brands can be put aside of the most appreciated one.



Event are considered rewardful by potential customers.



Here are the most creative and working possibilities   

Networking Clubs Travelers club In the POS and boutiques

Advertising strategy for Roger Dubuis novelties in China


EVENTS – THROUGH NETWORKING CLUB The power of networking in China is very high and most of the job are found thanks to relationship. Bounds created with business and social relationships through clubs are very important and can be easily used for advertising wonderful watches like the new Velvet and Pulsion watches.  The aim is to target the right club – prestigious networking clubs  Create a sponsoring partnership  And create priviledged events for them 

Advertising strategy for Roger Dubuis novelties in China


EVENTS – THROUGH THE SHANGHAI TRAVELERS CLUB ×The

Shanghai Travelers’s Club is certainly the most prestigious luxury travel club in China. 3,000 members : all affluent Chinese frequent travelers : they make the trends create luxury icons in Shanghai, the capital for luxury products in China ×This club is the ideal place to build the reputation of a brand. × Club linked with the local Shanghaiese communist party section. × Efficient and highly targeted communication means : - Newsletter trough articles - Shanghai traveler’s magazine - Sponsoring traveler’s club events ×

The aim is to increase brand awareness and relationship with customers to sell them high price watches ×The

Club has the right to select the sponsors according to its standards of luxury and excellence in travel services. ×Such clubs are existing all over China but this club is one of the most efficient for advertising to high-income luxury consumers and travelers. Advertising strategy for Roger Dubuis novelties in China


EVENTS – IN THE POS AND OWN BOUTIQUES ×The

advantage of doing such kind of advertising events is the reasonnable price and the impact such event may have on the customers. ×Only

the most priviledged customers are invited. The guest feel really unique and will spread the word that Roger Dubuis is very exclusive brand that everyone must buy to belong to this very exclusive club of Roger Dubuis customers Advertising strategy for Roger Dubuis novelties in China


WHY NOT RADIO ? AND TV ? Even if the Chinese luxury consumers have a close relation to their screens (TV, Computers …) the Roger Dubuis potential customer do not want their products to be advertised on TV. The positioning of these two watches is relatively high and spending money on TV would have less impact than expected.

×

TV and luxury in China is a tricky relationship because ads are not really classified. ×

Radio is also not the right mean except probably business radio. But they are widely developed in China and they will deliver a message to a Non-customer and not to the right customer we want. ×

With the government restriction on luxury good advertising, it’s getting more and more difficult to advertise with special wordings.

×

Advertising strategy for Roger Dubuis novelties in China

Roger Dubuis – The new Velvet and Pulsion products lines’ advertising in China  

Suggest a complete advertising strategy for the two new lines of Roger Dubuis in China.

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