Description
SWOT ANALYSIS OF BAUME
Baume & Mercier
Parent Company
Richemont group
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Life is about moments
USP
Aesthetically designed watches that are high quality STP
Segment
Luxury watches Segment
Target Group
High Income Men and women
Positioning
A watch that is part of life’s unique moments SWOT Analysis
1. The brands campaign Baume& Mercier& me was successful in building an effective brand image in the minds of the consumer 2. The brand has resorted to innovative marketing campaigns on digital mediums that have proved to be popular with the consumers 3. The special edition watches of Baume &Mercier are coveted among watch collectors 4. The brand has benefitted from the resources, marketing Strength experience and the luxury brand image of the Richemont group
1. The brand does not have a brand recall as high as its competitors Weakness 2. Brand sales are affected by fake replicas
Opportunity
1. With its unique positioning, the brand can resort to extensive promotions, marketing and sponsorships to increase its brand recall
among the consumers 2. The brand can improve its position in the luxury segment of developing economies by different startegies 3. Tie-ups with fashion houses and celebrities
1. Competitors with high brand recall threaten the sales and the brand awareness of the brand 2. The luxury segment in Swiss watchmaking is crowded with many known brands which are more ‘cost effective’ as they are considered Threats to have high brand worth Competition
1. Rolex Competitors 2. Tag Heuer
doc_566940514.docx
SWOT ANALYSIS OF BAUME
Baume & Mercier
Parent Company
Richemont group
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Life is about moments
USP
Aesthetically designed watches that are high quality STP
Segment
Luxury watches Segment
Target Group
High Income Men and women
Positioning
A watch that is part of life’s unique moments SWOT Analysis
1. The brands campaign Baume& Mercier& me was successful in building an effective brand image in the minds of the consumer 2. The brand has resorted to innovative marketing campaigns on digital mediums that have proved to be popular with the consumers 3. The special edition watches of Baume &Mercier are coveted among watch collectors 4. The brand has benefitted from the resources, marketing Strength experience and the luxury brand image of the Richemont group
1. The brand does not have a brand recall as high as its competitors Weakness 2. Brand sales are affected by fake replicas
Opportunity
1. With its unique positioning, the brand can resort to extensive promotions, marketing and sponsorships to increase its brand recall
among the consumers 2. The brand can improve its position in the luxury segment of developing economies by different startegies 3. Tie-ups with fashion houses and celebrities
1. Competitors with high brand recall threaten the sales and the brand awareness of the brand 2. The luxury segment in Swiss watchmaking is crowded with many known brands which are more ‘cost effective’ as they are considered Threats to have high brand worth Competition
1. Rolex Competitors 2. Tag Heuer
doc_566940514.docx