Pearson BTEC HND Unit 2: Marketing Plan for Gurkha Watch, Dec 2018

This report presents a comprehensive marketing plan for Gurkha Watch, a British-designed luxury watch brand. It begins with an introduction to the brand and its positioning in the luxury watch market. The report then conducts a SWOT analysis, identifying the brand's strengths (innovation, brand awareness), weaknesses (limited operations), opportunities (emerging markets, online presence), and threats (competition, counterfeit products). A competitor analysis highlights key rivals like Hublot. The marketing plan outlines product, price, and place strategies, along with the mission and marketing objectives, which include increasing brand awareness and online presence. Financial objectives are also established. The report details the marketing mix, including digital marketing communications, and proposes action programs to achieve the objectives. The implementation and control of the marketing plan are discussed, with an emphasis on monitoring and achieving strategic goals. The report concludes with an acknowledgement of the individuals who contributed to its completion.

INTERNATIONAL SCHOOL OF MANAGEMENT AND TECHNOLOGY
GAIRIGAUN, TINKUNE, KATHMANDU,
NEPAL
QUALIFICATION Pearson BTEC HND in Business
UNIT 2 QFC LEVEL 4
Unit code R/508/0486
Assessment No: 01
Session Year Dec 2018
Teacher Name: Pankaj Diyas Sharma
Student name: Manish Bajgain

Table of Contents
Introduction.................................................................................................................................................4
Marketing Plan............................................................................................................................................4
SWOT Analysis.............................................................................................................................................5
Strengths.................................................................................................................................................5
Weaknesses.............................................................................................................................................5
Opportunities..........................................................................................................................................5
Threats.....................................................................................................................................................5
Competitor Analysis....................................................................................................................................5
Product....................................................................................................................................................6
Price.........................................................................................................................................................6
Place........................................................................................................................................................6
Mission....................................................................................................................................................7
Marketing Objectives..................................................................................................................................7
Financial Objectives.....................................................................................................................................7
Marketing Mix.............................................................................................................................................8
Digital Marketing Communications Plan.....................................................................................................8
Action Programs to Achieve Objectives...................................................................................................9
Marketing Objectives...............................................................................................................................9
Implementation and Control of Marketing Plan......................................................................................9
Objectives..............................................................................................................................................10
Methodology.............................................................................................................................................10
Advantages of marketing plan...............................................................................................................11
Disadvantages of Marketing Plan.........................................................................................................12
Conclusion.................................................................................................................................................12

Acknowledgement
I would like to express my deepest appreciation to all those who provided me the possibility to
complete this report. A special gratitude I give to our module leader Mr. Pankaj Diyas Sharma

whose contribution in stimulating suggestions and encouragement, helped me to coordinate my
project especially in completing this report.
Introduction
Gurkha is a British design hand-built watch by Loomes of Stamford, using only British-made
components. Gurkha Bullion and Vault are both selling the watch. Gurkha Watch is a clock with
technological mastery and innovative mechanism that represents over 200 years of lionhearted

Gurkha warriors' valor and acts of extraordinary valor in many battle theaters and peacekeeping
missions. It is a symbol of the Gurkhas, also known as "The Bravest of the Brave," who have
laughed in the face of adversity, stayed uncomplaining in the face of hunger, thirst, and wounds,
and bravely confronted the most. In April of 2017, the Gurkha Cross Khukuri Watch was
released. difficult wars without fear. In the luxury wristwatch market, the business is a well-
known name.
Marketing Plan
A marketing plan is a strategic roadmap that companies use to organize, implement, and track
their marketing strategy over time. The strategy will briefly outline the present marketing
scenario, as well as discuss target markets, segmentation, positioning, and the marketing mix that
will be employed by the company to fulfill the company's marketing objectives.
The marketing plan will include a situational analysis, which will outline the company's current
status, as well as an analysis of the company's strengths, weaknesses, difficulties, and
possibilities. The competitor analysis will be included in the situational analysis. The target
audience must then be described. Consumers will be segmented by demographics or other
criteria to form the target audience. The target audience for the luxury watch category will
mostly be the upper middle class and elite people. The marketing and financial goals will be
discussed in the next stage; it is critical that the goals are SMART (Binkley, 2009). The strategy
and techniques will be the following phase. It will be an important element of the plan, and it
will detail the company's strategies for achieving the goals, as well as the tactics that will be
employed to put the plans into action. Finally, the plan will go into the costs connected with
putting the plan into action. As a result, the marketing strategy will assess the present position
and design tactics for achieving marketing goals while keeping the budget in check.
SWOT Analysis
Strengths
Gurkha is a high-end watchmaker, chronometer rated whose greatest asset is its ability to
innovate. The business creates and manufactures some of the most prestigious and iconic
designs, and the limited-edition G200 watches are prized belongings. The company's marketing
activities and associations with Gurkha troops are a big strength, increasing brand awareness and
improving brand image.

Weaknesses
Operations of the company are only limited to some countries. Another major weakness of
Gurkha is that, in comparison to other luxury watch brands, it does not employ a strong
marketing plan to increase brand awareness.
Opportunities
Gurkha G200 watches offer various prospects in emerging economies, with the number of
opportunities growing as the developing world's luxury watch market shows indications of
improvement.
Furthermore, by boosting its virtual awareness and making its products available online, Gurkha
can tap into new markets (Yeo, 2017). Furthermore, Gurkha's new ambitions to expand its luxury
boutiques will create prospects for growth.
Threats
Competition is the biggest challenge to every firm, and Gurkha is up against names like Rolex,
Tag Heuer, Hublot, and others. Furthermore, the fake watch industry, which manufactures and
distributes knockoffs of high-end watches at lower prices, poses a danger to the Gurkha watch
company.
Competitor Analysis
The initial version of Gurkha watches had a huge market penetration in the United Kingdom and
was the fastest selling watch in the country. Other luxury watch businesses such as Hublot,
Casio, Calvin Klein, Fossils, Timex, and others compete fiercely with Gurkha Watch. However,
Hublot is a cutthroat competitor for Gurkha. Hublot is a well-known luxury watch brand that was
created in 1980. Since then, Hublot has focused on creating creative watches that are unique in
design, style, and function.
Promotion
The Gurkha G200's competitors are well-known names in the luxury watch industry. The fact
that firms like Hublot, Rolex, and others have adopted aggressive marketing techniques and have

been associated with sports and other sponsorships is one of their greatest assets. Gurkha, on the
other hand, has recently begun forming partnerships with athletes, models, and other events in
order to raise brand awareness.
Product
The watch's legitimate branding motto is "Not just time, but it also tells a tale," as it represents
two millennia of lion-hearted Gurkha Soldiers' bravery and kindness. Gurkha Watches has a
larger product portfolio than any other brand. While the other rivals focused on qualities like as
stainless steel and water resistance, Gurkha was able to introduce a watch with SAPPHIRE
CRYSTAL GLASS. Gurkha has debuted a number of new lines, including the G200 Golden
Edition, the Dark Edition, and the Gurkha Monochrome Combat hybrid sport watch.
Price
Luxury watchmakers have either embraced a low-cost pricing strategy or a high-cost strategy.
The pricing of Hublot, Rolex, and Gurkha watches are all fairly comparable.
Place
Place in the context of services refers to the ease with which clients can reach a service. While
Hublot mostly works through its own boutiques, Gurkha have opened outlets in a number of
locations throughout the world.
Mission
The watch's legitimate branding motto is "Not just time, but also tells a tale," as it represents two
millennia of lionhearted Gurkha Soldiers' bravery and charity. A watch is also a collection of
works of art. Rather than merely being timepieces, these masterpieces can be a top-tier group for
collectors and history buffs. The firm adheres to its goal statement and creates some of the most
exclusive and unique collections in the luxury watch industry through the confluence of many
arts.

Marketing Objectives
If a company wants to be successful, it must invest in marketing. A business could end up
costing its owners a lot of money in capital and taxes if it doesn't have the right marketing
technique or plan. Marketing objectives are SMART goals that are both attainable and
quantifiable. The following are the main marketing goals of the Gurkha watch:
1. To increase brand awareness. To boost its online presence. The company will begin its
online activities by granting a specific web partner exclusive rights to its limited edition
collection. Gurkha can form exclusive partnerships with large online retailers such as
Amazon to market its products.
2. Gurkha is the official timekeeper of the Gurkha Armies, and has been linked to a number
of well-known movie stars as brand ambassadors. Gurkha will need to host as official
sponsors of sporting events in the coming years in order to promote brand visibility and
improve brand image.
3. In coming days, Gurkha sport watch should be offered in high-end watch shops.
Financial Objectives
Financial objectives are a company's goals that can be stated in monetary terms. The following
financial objectives for Gurkha G200 have been established:
1. Increasing revenue through virtual and online commerce.
2. Another significant financial goal is to boost present revenue during the next few
months.
3. Achieve target return.
Marketing Mix
Marketing mix is the combination of the four major components that comprise a company’s
marketing program. To enhance sales, vendors must employ various advertising and marketing
tactics to raise knowledge of the product's availability on the market. (Do Paço, 2011). The
marketing mix of Gurkha G200 watches is as follows;

Product: Gurkha is a high-end handcrafted watch company steeped in technological intrigue that
employs cutting-edge mechanisms for the benefit of its customers. It exhibits a fantastic
combination of style and functionality. A Gurkhas watch with traditional styling and the most
efficient strap with wider range of products.
Place: Gurkha Watches are available for purchase directly from showrooms and boutiques.
However, these watches will now be sold through authorized dealers and through partnerships
with internet retailers to introduce the limited-edition collection.
Promotion: To improve visibility and attract youthful people who are forming a new niche
market, digital marketing will be used extensively. The marketing approach will incorporate
social media marketing via Facebook, Instagram, Twitter, and other social media sites (Corinani,
2006).
Price: The Gurkha Watches are expensive, and because they are limited edition, they are even
more so.
Digital Marketing Communications Plan
Each company's digital marketing strategy is tailored to its specific aims and objectives. The
activities required to achieve strong outcomes are dictated by what you're selling and who you're
selling to. Gurkha has his own website and may utilize digital marketing to boost his audience by
launching exclusive collections on the internet first, along with other activities. Furthermore,
Gurkha can solicit suggestions from customers in order to engage them, develop their products,
and provide appropriate feedback.
Gurkha can also benefit from social media by running contests or allowing customers to provide
feedback for product development. Brand recognition and loyalty can also be improved by
playing social media games. Gurkha can also use email to tell its elite customer base and their
contacts about new watch launches and sponsored events.

Action Programs to Achieve Objectives
Creating an action plan can assist change makers in bringing their ideals to life while also
increasing efficiency and responsibility within a company. An action plan outlines how your
company will achieve its goals.
Marketing Objectives
To expand its online presence, Gurkha watches will work with top online retailers such as
Amazon or sell completely online, as well as launch limited-edition collections online,
particularly during festivals or sporting events.
Gurkha should approach Amazon about selling its watches online and sign a contract within the
next six months. Amazon has a well-established network, and selling on one of these networks is
easier than developing one's own. Gurkha will also sell its limited edition watches, such as the G
200 edition and other exclusive collections, to increase brand visibility by expanding its reach
with the support of verified dealers. As a result, Gurkha can sell verified dealerships in emerging
markets. Gurkha will engage in sponsorship operations in order to become global sponsors of
sporting events and leagues in order to increase brand visibility and sales.
The financial objectives of an organization are those that can be stated in monetary terms. For
forecasting realistic goals and projections, the best available forecasting methods and software
will be employed to ensure that the planned goals are met. Increasing brand visibility and
expanding selling techniques by working with online stores and online selling, as well as
increasing the number of verified dealerships, will help to boost revenue. Increasing virtual
presence, hosting online events, and sponsoring some online activities can all assist to enhance
visibility, and online selling will also help to increase wealth.
Implementation and Control of Marketing Plan
The implementation and monitoring of marketing plans is a procedure that should ensure that the
company's strategic objectives are met. The function of organizing and guiding people plays a
unique role in this process. It entails compiling a complete list of actions to be carried out, as
well as the individuals who will be responsible for them and the resources required.
Objectives
The fundamental goal of the marketing plan is to steer the organization towards a specific path in
terms of advertising and marketing. Advertising goals are frequently aligned with corporate

objectives. A brand new company aiming to grow, for example, may usually have a marketing
plan that highlights growth trends in response to client demand. A popular strategy is to use a
low penetrating price strategy. Increasing advertising percentage, increasing consumer
awareness, and increasing favorable sentiments are all common goals. The marketing plan's
goals section enables the organization to ensure that all advertising expenditures are directed
toward a specific purpose.
Methodology
Because marketing is so important in every business. Similarly, I've created a marketing plan for
The Gurkha Watches in order to make any necessary improvements to the productivity approach.
To begin, market research is conducted in which the wants and expectations of clients are
visualized; this study might help with manufacturing strategy directly or indirectly. Marketing
plans strike a balance between an organization's goals and the market's potential. This marketing
strategy incorporates all 7Ps in the marketing mix.

Products
The product will be based on user preferences and will be eagerly anticipated. Our
organization is also attempting to develop additional products under this name, such as
sports items, Gurkha Army edition nylon straps, and royal khotimara silver Khukuri,
among other things.
Price
The product will be reasonably priced, making it accessible to all Nepalese citizens.
Place
We are currently aiming to locate our product and expand our company in a location where
our items are conveniently accessible to current and new clients.
Promotion
We are steadily progressing while preserving our stature.
People
In our company, we are employing a marketing director as well as a number of qualified
employees.
Process
For the company's growth and survival, we're developing a variety of items with present
and new customers in mind, as well as taking a chance on selling them on the market.
Physical Evidence
This product is well-received and has a strong consumer base. The public accepts it
because of the belief that it is manufactured by hand in Nepal.
Advantages of marketing plan
An effective marketing strategy will almost surely raise your company's sales and profit margins.
The marketing plan is a fantastic instrument for identifying and developing strategies for putting
these benefits to use. Some of the advantages of marketing plan are;

o Analysis of the product's aggressive benefit and identification of competitors.
o Customers, both current and future, are identified.
o Assists in the development of products that meet the needs of consumers.
o Demand for a product is determined.
o Allows for testing to determine whether tactics are producing the desired results.
Disadvantages of Marketing Plan
o If information isn't interpreted appropriately, it can lead to inaccurate financial estimates.
o If data isn't correctly examined, it can lead to poor marketing judgments.
Conclusion
Gurkha is a well-known brand in the luxury watch market. It's been linked to a number of
sporting events. The marketing plan for the Gurkha G 200 is presented in this document, and it is
recommended that Gurkha begin their online sales and maximize their reach through online
selling and authorized dealership.


References
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Martin, D. (2009). The entrepreneurial marketing mix. Qualitative Market Research: An
International Journal, 12(4), 391-403.
Corinani, M. (2006). Digital Marketing Communication. SYMPHONYA Emerging
Issues in Management, 41-61.
Developing an argument 2018, the role of Marketing, The Hartford, viewed 14
November 2018, Kotler, P & Armstrong, G 2014,