Description
SWOT ANALYSIS OF PANERAI
Panerai
Parent Company
Richemont group
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Laboratorio di idee - Laboratory of ideas
USP
Watches with a rich heritage and class STP
Segment
Luxury watches segment
Target Group
Urban High income men and women
Positioning
Watches with a maritime heriatage SWOT Analysis
1. The prestigious Richemont group that has bought the brand has instilled a certain reputation in the brand making it a premium and fast growing luxury brand 2.Toenhance its Maritime heritage, the brand hassponsored regattas around the world andoffered its own yacht, to charitiessupporting the chronically sick for restorativesailing days. 3. The demand for the Maison’s new andclassic editions has been strong 4. The brands ‘Radiomir’ and ‘Luminor’ series have been extremely popular among the watch collectors Strength 5. Good brand presence and high quality designs
1. The distribution for the brand is extremely selectivewith only 36 Weakness dedicated boutiques around the world
2. The brand has low brand recall among its competitors 3. The brandsassociation with Ferrari did not do very well in the market
1. Developing economies are high growth markets in the luxury segment and the brand should explore this opportunity 2. The brand is predominantly positioned as a men’s brand. An Opportunity exclusive womens collection can extend the brand TG
1. High recall competitors pose a threat to the brand 2. Other brands from the same group can camouflage the brand in Threats the groups distribution centres across the world Competition
1. Girard-Perregaux Competitors 2. Tag heuer
doc_438749464.docx
SWOT ANALYSIS OF PANERAI
Panerai
Parent Company
Richemont group
Category
Watches and Accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Laboratorio di idee - Laboratory of ideas
USP
Watches with a rich heritage and class STP
Segment
Luxury watches segment
Target Group
Urban High income men and women
Positioning
Watches with a maritime heriatage SWOT Analysis
1. The prestigious Richemont group that has bought the brand has instilled a certain reputation in the brand making it a premium and fast growing luxury brand 2.Toenhance its Maritime heritage, the brand hassponsored regattas around the world andoffered its own yacht, to charitiessupporting the chronically sick for restorativesailing days. 3. The demand for the Maison’s new andclassic editions has been strong 4. The brands ‘Radiomir’ and ‘Luminor’ series have been extremely popular among the watch collectors Strength 5. Good brand presence and high quality designs
1. The distribution for the brand is extremely selectivewith only 36 Weakness dedicated boutiques around the world
2. The brand has low brand recall among its competitors 3. The brandsassociation with Ferrari did not do very well in the market
1. Developing economies are high growth markets in the luxury segment and the brand should explore this opportunity 2. The brand is predominantly positioned as a men’s brand. An Opportunity exclusive womens collection can extend the brand TG
1. High recall competitors pose a threat to the brand 2. Other brands from the same group can camouflage the brand in Threats the groups distribution centres across the world Competition
1. Girard-Perregaux Competitors 2. Tag heuer
doc_438749464.docx