EVOLUTION OF OMEGA’S ADVERTISING

STRATEGY

PRESENTED BY:
AYON ADHIKARY(08DM067)
PRATICK.R.GAYEN(08DM070)
KUNAL PRIYADARSHINI(08DM075)
ROSHAN KANOO(08DM076)
SANJEEV PRADHAN(08DM095)
SANDEEP PANIGRAHI(08DM097)
VEDVYAS PUROHIT(08DM106)
 INTRODUCTION & BACKGROUND.
• FOUNDED IN 1848,BY 23 YEAR OLD SWISS NAMED LOUIS
BRANDT.


• IN 1879,HIS TWO SONS AFTER HIS DEATH ,AUTOMATED THE

MANUFACTURING PROCESS.


• DECIDED TO CONSTRUCT “OMEGA CALIBRE 19”IN 1893 ON

THEIR VISIT TO AMERICA,WHICH BECOME INSTANT
SUCCESS AND HENCE NAMED AS “OMEGA”
•
• OMEGA NOW PRODUCES LUXURY WATCHES PRICED WELL
OVER $1000.


• OMEGA NOW DISTRIBUTES PRESTIGE WATCHES THROUGH

RETAILERS IN OVER 130 COUNTRIES,WITH 4,000POINTS OF
SALES AND 100 EXCLUSIVE BOUTIQUES.
•
 THE GLOBAL WATCH MARKET
• THE $3 BILLION LUXURY WATCH SEGMENT
WITNESSED STAGNATION IN 2001 WITH EUROPE
ACCOUNTING FOR A 3RD OF GLOBAL SALES AND
USA WITH 15% OF THE TOTAL SALES.


• IN 2006, THE $7.6 BILLION WATCH INDUSTRY WAS

DIVIDED INTO THREE SEGMENTS – SUPER
LUXORY SEGMENT, THE PRESTIGE SEGMENT,
THE LUXORY SEGMENT.
•
• WITH THE STAGNATION OF GROWTH IN 2001,THE
LUXURY WATCH MAKERS SHIFTED FOCUS TO
ASIA AND MIDDLE EAST.
•

 OMEGA ADVERTISING BEFORE & AFTER 1990
• 1894- TEXT BASED ON THE TECHNICAL ADVERTISEMENT OF THE
WATCHES.
• 1900- STARTED COMISSIONING TOP GRAPHIC ARTISTS AND
PAINTERS.
• 1920’s & 1930’s- DOMINATION OF ADVERTISEMNTS BY MEESSAGES
AND SLOGANS.
• 1927 TO 1943- CARRIED TAG LINE “OMEGA ,THE RIGHT TIME FOR
LIFE”.
• 1948- STARTED WITH NEW TAG LINE”OMEGA ,THE WATCH THE
WORLD HAS LEARNED TO TRUST”.
• 1990- STARTED TO FEATURED MANY CHARISMATIC YOUNG MEN
& WOMEN.
• 1995- STARTED PERSONALITY BASED ADVERSTISEMENT WITH
CINDY CRAWFORD ENDORSING OMEGA WATCHES WITH
STATEMENT “MY CHOICE”.
• 2003-STARTED NEW AD CAMPAIGN FEATRUED SERGIO GARCIA,2003
MICHAEL PHELPS ,2004 FOR OMEGA’S NEW THEME “THE
CHOICE”.
•
 NEW ADVERTISING STRATEGY
•
• PLANNED TO ROPE IN WITH POPULAR
PERSONALITIES WHO WERE PAST THEIR
PRIME e.g. SONALI BENDRE.
•
•
• DECIDED TO USE YOUNG ACHEIVERS WHO
WERE YET TO BECOME A LEADING
PERSONALITIES IN THEIR FIELD e.g. 16
YEARS OLD YOUNG USA PROFESSIONAL
GOLFER NAMED MICHELLE WIE.
 STRATEGIES THEN & AFTER
• PLANNED TO CONTINUE WITH EVENT SPONSERSHIP AS ITS
FOREMOST ADVERTISING STRATEGY e.g. OFFICIAL
TIMEKEEPER AT THE PARALYMPICS GAMES,TURIN &
WINTER OLYMPICS,ITALY IN 2006,FOLLOWED BYTHE
VANCOUVER OLYMPIC GAMES IN 2010,LONDON
OLYMPICS & PARALYMPICS GAMES IN 2012.
• PLANNING TO LAUNCH NEW PRINT AD CAMPAIGN
FEATURING A SERIES OF POSTERS CELEBRITING “GREAT
MOMENTS IN TIME”.
• EMPHASIZING PROMOTION PRIMARILY THROUGH EVENTS
& PRINT ADVERTISING.
• TO ENDORSE THE BRAND WITH CELEBRITES WHICH IS
TOTALLY NEW AND UNTESTED BY THE GLOBAL WATCH
INDUSTRY.
THANK YOU