Baume & Mercier SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 11835
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SWOT Analysis of Baume & Mercier with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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

Strengths

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 experience and the luxury brand image of the Richemont group

Weaknesses

1. The brand does not have a brand recall as high as its competitors

2. Brand sales are affected by fake replicas

Opportunities

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

Threats

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 to have high brand worth

Competition

Competitors

1. Rolex

2. Tag Heuer



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