In-Depth Marketing Analysis of Rolex Oyster Perpetual Lady-Datejust

This report provides a detailed analysis of Rolex's marketing strategy, focusing on the Rolex Oyster Perpetual Lady-Datejust 28. It evaluates the application of the marketing mix, including product, promotion, price, and placement strategies. The product analysis covers the core benefit, actual product features, and augmented product aspects like warranty and customer service. The promotion strategy examines print advertisements and brand relationships. The pricing strategy compares Rolex's premium pricing with competitors. The placement strategy discusses the use of certified dealers. The report concludes with recommendations for improving marketing initiatives and ensuring the continued growth of the organization. Desklib offers a platform for students to access this and many other solved assignments and past papers for academic support.

Running head: MARKETING STRATEGY
MARKETING STRATEGY
Name of the Student
Name of the University
Author Note

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Executive Summary
Luxury brands and their strategies influences the organization and their future within the
organization. This study have incorporated the significance of the aspects of the product that
are related to the growth of the organisation. The purpose of the study is evaluate the
different aspects of the product that are related to the product. This study will be comprising
the various aspects such as the factors associated with product strategy, promotional strategy,
pricing strategy and the placement strategy. The study will be utilising different aspects of the
marketing mix and finally sates about various aspects that will be liable for improving the
initiatives that are liable for the growth of the organization.

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Table of Contents
Introduction................................................................................................................................3
Purpose and Authorization.....................................................................................................3
Limitation and Scope of Study...............................................................................................3
Background................................................................................................................................4
Application of Marketing Mix...................................................................................................4
Product...................................................................................................................................4
Promotion...............................................................................................................................6
Price........................................................................................................................................7
Placement...............................................................................................................................8
Recommendations......................................................................................................................9
Conclusion..................................................................................................................................9
Referenc...................................................................................................................................10

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Introduction
Marketing strategies are one of the major contributor towards the success of a
business and it important to address the key areas of marketing plan such as addressing the
target market, assessing the needs, identification of the segments and many more (Baker
2014). This is a significantly important factor for the organization to get involved in such
activities to gain a competitive advantage. The organization that has been chosen is Rolex as
it is one of the luxury companies in the world who are involved in the process of providing
luxury watches to their customers (Rolex.com 2019). The purpose of the study is to evaluate
the strategies and identify the potential improvements on the basis of key marketing concepts
such as Marketing Mix. The study will be implying the recommendations based on evaluated
aspects of the organization.
Purpose and Authorization
The purpose of the study is to evaluate the marketing strategies that have been taken
by the company. This is a significant factor that contributes to assess the key areas that will
be responsible for identification of the key loop holes within the strategies. One of the main
purpose of the study is to address the issues that will be projecting the activities of the
organization related to their marketing activities.
Limitation and Scope of Study
Rolex being one of the major companies who are involved in the process of selling
luxury watches, it becomes significantly important to address the issues that influences the
marketing strategies of the organization. Thus, there is a significant scope for the study on the
road to assess the marketing strategies of the organization.
Limitation of the study is that it is based on the secondary data and concepts are
drawn from the past works (Bell, Bryman and Harley 2018). Thus, it is a significant

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challenge for the study. There is another limitation with the study and that is the time
limitation for conducting the study.
Background
Rolex is one of the most well-known private brand that is known to have a mastery in
watch making (Rolex.com 2019). This is a company that is involved in the process of making
premium watches that projects a sense of luxury. The key product that has been chosen for
the study is Rolex oyster perpetual lady-date just 28 is one of the most premium watch that is
being offered by Rolex (Rolex.com 2019). This product is famous for its luxury and heritage
along with the feminine factor that is one of the major value proposition of the product.
Target market is one of the major contributor towards the development of an effective
market communication (Harmeling et al. 2017). This is a significant part for the organization
that will be liable for addressing right set of customers at the right time with right products.
Rolex oyster perpetual lady-date just is mainly target towards the customer with the
psychographic segmentation. Rolex has also utilized demographic segmentation as the
income of the customers does have a role while categorizing the target for the organization.
The company has targeted people with higher income levels and a perception to choose
luxury items for their utilization.
Application of Marketing Mix
Marketing mix is the basic framework that has combined some tools liable for
influencing the organization to utilize them to pursue their marketing objectives (Grant
2016). Following is the marketing mix Rolex oyster perpetual lady-date that is consisting of
Product, Promotion, Price and Placement.

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Product
There are key three layers of a product that defines its dynamics. These are inclusive
of the core benefit of the product, actual product and augmented product. For Rolex Oyster
Perpetual Lady-Datejust 28 is the product that is targeted towards the premium customers
with the intention to buy luxury watches (Rolex.com 2019). The core benefit of the product is
to deliver mobile provision of time with a sense of luxury. There is another layer that is the
second layer known as actual product layer that is consisting of feature and designs of that
particular product. The actual product of Rolex Oyster Perpetual Lady-Datejust 28 is
consisting of the features and designs such as gold covering, 18 carat gold dial, five piece link
metal bracelets known as jubilee bracelet, calibre 2236 to provide superlative chronometric
performance (Rolex.com 2019). These are one of the major features of the product that
contributes to the development of the layer. Third layer of the product is known as the
augmented product layers that is consisting of the aspects such as the extra benefits provided
by the organization. In this case the augmented product is inclusive of the factors such as
warranty and customer service that is provided by organization for Rolex Oyster Perpetual
Lady-Datejust 28 (Rolex.com 2019).
Class of the product is inclusive of the group of the products that it belongs to the
same group (Grigolon and Verboven 2014). In the case of Rolex Oyster Perpetual Lady-
Datejust 28 the product is belonging to the same category of the product which is the luxury
watch collection. Rolex Oyster Perpetual Lady-Datejust 28 offering major features that are to
be considered as a luxury product that is offered with the best value possible.
Life cycle of the product is associate with the different phases that the product is
going through (Stark 2015). These phases are inclusive of introduction, growth, maturity and
decline. For the case of Rolex Oyster Perpetual Lady-Datejust 28, the product life cycle is
stated below;

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 Introduction: Introduction phase is the stage where the product is introduced first time.
This is the stage that requires ample amount of promotions that will be needed for the
development of the platform for the organization to incorporate the launch (Stark 2015).
 Growth: This is one of the most important stage that is associated with the increased
popularity of the product (Stark 2015). The main concerns at this stage is the reduction in
the costs due to increase in the sales and also the public awareness increases in this stage.
 Maturity: This is the stage where the sales are in the peak and the saturation point for the
product is reached (Stark 2015). The competition is increasing and the brand is failing to
diversify their products. Thus, it influences the product sales and the image of the brand.
This is the stage where Rolex Oyster Perpetual Lady-Datejust 28 is located as the product
was launched earlier and the sales for the product and awareness of the product both have
been saturated.
 Decline: This is the stage where sales and profit both goes down. The market of the
product starts to projects a declining trend for the product (Stark 2015). The key aspects
of this stage is inclusive of the aspects such as increased costs and diminishing
profitability.
The key attribute of Rolex Oyster Perpetual Lady-Datejust 28 is the luxury that is
being conveyed by the company to attract the target market of customers who are involved in
the consumption of such luxury items. Another key attribute of the product is the
combination of oystersteel and gold that projects the quality of the products. Thus, it is going
to be a key attribute to convince demographic segment that is consisting of the buyers with
potential buying power.
Promotion
Promotion is one of the major contributor while considering to get involved in the
process of addressing the target market with the key message to attract them with projecting

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the key value proposition (McDonald and Wilson 2016). The print advertisement for the
Rolex oyster perpetual lady-datejust 28, states about the feminine of the product and the
extravagance of the product that is being offered by the company (Rolex.com 2019). The
main promotional message that has been observed from the print advertisement (refer to
appendix), it the incorporation of luxury and heritage that make Rolex oyster perpetual lady-
date Just a true representative of the feminine values. The advertisement was incorporating
the execution style that is Slice-of-Life that has projected the luxury of the product for the
targeted customers. To support this, it has been observed from the print advertisement that
there is significant clarity on the aspects of projecting the target market. The advertisement
also projects the rich heritage along with the superiority in the quality.
The key objective of this kind of advertisement is to gain a position in the cognition of
the customer and create a desire (Stevens et al. 2014). This is one of the significant objective
that a brand like Rolex puts on emphasis for developing an image of the brand. The execution
strategy that is being adopted by the organization is perfectly aligned with advertisement
objective. The objective is creation of a desire for the product and the execution does aligns
as Slice-of-Life does have an influence in the cognition and creates an image that depicts the
class of the product.
Other than the advertisement there is a significance presence of the brand in
influencing the customer with connecting with the customer and being interactive to deliver
that key value proposition of the product (Ashley and Tuten 2015). In this case Rolex did
utilized a significant factor that is brand relationship, which is one of the key factor that
increases the connection with the customers. Other than print advertisement other
promotional tools that is being used are inclusive of the tools such as public relations for their
promotions.

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Price
Pricing of the products are one of the main factor that will be liable for the
development of the aspects that are related to influencing the various aspect of the consumer
buying behavior. Rolex Oyster Perpetual Lady-Datejust 28 is priced at around € 10,000
(Rolex.com 2019). The closest competitor for this product is priced at € 9,300 is the offering
from brand Omega that is known as CONSTELLATION OMEGA CO-AXIAL 27 MM
(Omegawatches.com 2019). The pricing of the competition is significantly higher and this
will be giving Rolex a price advantage. There is not a significant gap in the pricing of the
product, however the differences in the specifications will be impacting the buying
perception of the customers.
The pricing strategy that has been adopted is inclusive of the strategy for premium
pricing strategy. The premium pricing that is being adopted by Rolex is projecting about the
various aspects such as uniqueness of the product. This is one of the major contribution
towards the development of the market that is related to the making maximized revenue from
selling the products (Baker 2014).
There are influential factors that impacts the organization and the pricing of the
products is demand for that particular products. However, in this case there are factors other
than demand is the characteristics of the product and the objectives of the organization
regarding to the pricing.
Placement
Rolex does utilizes the channels that will be utilized for reaching their customers.
Marketing channels does have an importance with the development of the market. Rolex does
utilizes certified dealers as a channel. Rolex Oyster Perpetual Lady-Datejust 28 does utilizes
the premium channels to deliver their product to the customers (Rolex.com 2019). These
channels are mainly the type of retailers that are dealing with the premium watches.

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Intensity of the distribution is significantly low as the brand does comprises
exclusivity for their products (Ailawadi and Farris 2017). This is one of the major factor that
have influenced the perception of the people related to uniqueness of the product. Utilization
of such channels are suitable for the product is development of the aspects that will be
projecting the values and enhancing the luxuriousness of the product (Kanagal 2013).
There are various types of retail outlets that any organization utilizes for placing their
product (Argyris 2017). Rolex being a luxury brand it is important for them to incorporate the
changes that will be leading to the correct placement of the product. The type of retail outlet
that is being used by the organization for their product is exclusive retail outlets that provides
the sense of luxuriousness (Rolex.com 2019). The organization will be utilizing such retail
outlet to maintain the exclusivity of the product. This will be leading to the development of
the aspects that are associated with the organization.
Recommendations
The key recommendations that are going to be provided by analyzing the aspects.
These recommendations are stated below;
 Innovative Green Initiative: Rolex can utilize go green initiative that will be liable
for the development of a culture that will be contributing towards the sustainability of
the organization. Environmental sustainability is one of the major factor that have
influenced the sustainability of the organization (Benn, Edwards and Williams 2014).
Thus, incorporating green initiatives will be helpful for the development of the
organization. The organization can utilize the technological advancement in the
process that will be enhancing the green initiatives of the organization.
 Digitalization of Marketing: Rolex being one of the famous companies must utilize
different tools of the market. As the technological advancements are developing in the

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present market (Kumar 2015). Rolex must also utilize the digital marketing
techniques to increase the reach and projects the key value proposition.
Conclusion
Rolex Oyster Perpetual Lady-Datejust 28 is one of the most premium products that is
being offered by Rolex. It is important for the organization to incorporate the aspects that will
be beneficial for the company to maintain the required luxurious image of the brand. There is
significant competition in the watch market. However, incorporation of further advancements
will be liable for the growth of the organization in future.

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