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Advertising communications strategy for a new brand entering the luxury watches market.
Member rating: No Rating | Words: | Submitted: Mon Dec 22 2003
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DAUBRY JULIEN 01008906 ADVERTISING AND MARKETING COMMUNICATIONS MK32008 Examiners: Kathy Mouat & June Long Summary Introduction Part 1: Context Analysis Part 2: Targeting Part 3: Advertising objectives Part 4: Advertising strategy Part 5: Pre-testing Part 6: Campaign evaluation Page 3 Page 4 Page 10 Page 13 Page 15 Page 19 Page 21 Introduction This report contains an advertising communications strategy for a new brand entering the luxury watches market. The new product that will be launched on this market is a high jewellery watch. Luxury watches are defined as the ones sold at £500 or more. Although this definition finds wide acceptance within the market, some industry players would only define luxury watches as those retailing at £2,500 or more. The latter would equate to something like 0.5% of volume sales in the UK, and that is why we would take the first definition as a reference. The watch for which we are doing the advertising policy is a gold and platinum watch with black diamonds. The use of...
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