Parmigiani Fleurier SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 979
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SWOT Analysis of Parmigiani Fleurier with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Parmigiani Fleurier

Parent Company

Parmigiani Fleurier SA

Category

Watches and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Haute horlogerie authentique (Authentic luxury watches)

USP

Artistic and authentic watches

STP

Segment

Ultra Luxury Segment

Target Group

High Income Men and Women

Positioning

Artistic and highly advanced timepieces

SWOT Analysis

Strengths

1. The brand has associated itself with other luxury brands like Bugatti, the luxury car manufacturer and Pershing, the Italian Yacht Company for special collections. This has further enhanced the brand image of being a luxury brand

2. The brand has a reputation of not only making fine timepieces but also that of making mechanical art masterpieces that are coveted by art collectors over the world

3. The brand has associated itself with sports federations, various clubs, teams and events

4. The brand has a good network of 18 distributors, over 200 Retailers all across the world

Weaknesses

1. Geographically the brand has not been able to capture international markets

2. The brand does not have very high brand recall among its consumers

Opportunities

1. Celebrity endorsements and associations could lead to higher brand recall and brand presence in markets where the brand is not yet established

2. Developing markets are a great opportunity for the brand to broaden their retail and distributor network as very high growth is observed in the luxury segment in these economies

Threats

1. The brand is threatened by competitors with higher recall and low cost of switching in the luxury segment

2. Brands in the luxury segment have a very clear positioning that targets a very niche sub-segment. This leads to clear differentiation with the brand.

Competition

Competitors

1. Rolex

2. Cartier

3. Breitling



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