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Customer behaviour Rolex
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Comprehensive elaboration of the consumer behaviour logbook
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Samenvatting Consumer Behaviour - OE104 Customer Behaviour (OE104)
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Samenvatting Consumer Behaviour, H1,2,3,4,5,6,7,8,10 blz. 419-436,11 en 12 blz. 508-514, ISBN:9780198862567
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0, INTRODUCTION ROLEX (WEEK 1)
Rolex was founded in 1905 by German businessman and engineer Hans Wilsdorf. In the 1900s, the
brand became known as the waterproof watch brand. The brand was introduced with the help of
several public stunts. By having a swimmer swim across the Canal from England to France to ensure
it’s waterproofness. After World War II, the company's factory established itself in Switzerland. During
this time, the brand began to specialize in expensive watches which were only for the wealthiest
persons of the society. The Rolex Datejust was the first watch that indicated time and date. Rolex
watches are handmade with only high-quality materials. All these materials are produced by Rolex
itself and remelted into steel itself. This allows Rolex to ensure the highest quality and longevity.
POSITIONING
Today, Rolex presents itself as a brand that strives for absolute top quality, constantly working on
changes and implementing the latest techniques. Rolex mainly has a target group that feels connected
to wealth, achievement and success. A Rolex can also be bought as an investment, many of Rolex's
models become more valuable over time.
Rolex can be seen at most prestigious sporting events, from golf, sailing and tennis to auto and
equestrian sports. In addition, the brand contributes to culture, science and discovery of the world in a
unique and lasting way
TARGET GROUP
Rolex is focused on both men and women. Rolex has designed several watches for both genders. For
instance the Rolex lady-datejust that is especially designed for a women's wrist. The market segment
that the company is placed is at the luxury market.
MARKETINGMIX
Product
Rolex was the first company to introduce waterproof wristwatches, first to introduce wristwatches
where the date and time on the dial changed automatically, first to introduce wristwatches that
showed two time zones together and the first company that earned chronometer certification. Their
products are known for its accuracy and the watch movement is very accurate.
Price
The watches are handmade from only high-quality materials. All these materials are produced by
Rolex itself, even the melting of the steel is done by the brand itself. As a result the production costs
are relatively and Rolex always guarantees high quality and longevity. The selling price of a Rolex is
between 5,000 euros and several millions.
Place
Rolex watches are developed only in Switzerland and distribution to customers is only through
certified dealers. Rolex strives for a personal connection with customer. Rolex does not sell products
in smaller stores, focusing instead on upscale areas that represent the brand. Products are sometimes
available in selected showrooms to maintain brand value. Online sales is no part of the distribution
mix.
Promotion
The promotion and advertising strategy in the Rolex marketing strategy is as follows. Rolex is known
for its somewhat aggressive way of promotion of the watches. The company uses promotion on all
media. Rolex's logo is quite simple and includes a distinctive crown. This symbol represents wealth and
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