Published by MBA Skool Team, Last Updated: December 23, 2018
Marketing Strategy of Breitling analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Breitling marketing mix, help the brand succeed in the market.
Breitling marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Breitling Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Breitling marketing strategy can be explained as follows:
Breitling offers primarily wrist watches and specialized watch segments including aviation watches and diving watches. Currently the Breitling company boasts of around 400+ products under many different categories like:
• Navitimer 1
• Navitimer 8
• Superocean héritage
Technology is the key to the company’s DNA and they believe in utilising them in developing products across different professional domains like Men's watches, women's watches, Aviation watches, Diving watches, Professional watches etc. Apart from providing precision, accuracy and durability, Breitling’s products like NAVITIMER showcases history and heritage too. This brand shows a wide offering in its marketing mix product portfolio. It’s products like “Wrist Chronograph” is being designed for 60 years. With time, the Breitling company has rolled out a plethora of products but at the same time has been successful in keeping the traditional emotions associated to their products intact.
Image: company website
Breitling Price/Pricing Strategy:
Below is the pricing strategy in Breitling marketing strategy:
Breitling establishes a strong association with the industry and hence targets the high income segment of the society serving either of the genders.
The company has been able to successfully meet the psychographic needs of its consumers and charges within a range of 1000 USD to 30000 USD. Breitling resembles to an experience and a sense of poise to the users. This experience is the value that comes in return to the price being made. The technology, quality maintenance, design and distribution networks are the areas where the company has invested heavily and that gets reflected in it’s pricing strategy.
Following is the distribution strategy in the Breitling marketing mix:
Breitling positions itself to be sold in high-end stores and they chose convenient place for the same. Currently, they can be found in Boutiques as well as in retail outlets in different parts of North America including Canada, US and Mexico. A detailed look into the store locations bring out the names of the places like Maddison Avenue, World Trade Centre etc. These show that Breitling company chose certain locations where they can target a range of professional high-end customers from across the globe.
Apart from these they have significant presence across Europe and Oceania and they need to focus more on exploring the Asian market.
Breitling Promotion & Advertising Strategy:
The promotional and advertising strategy in the Breitling marketing strategy is as follows:
Breitling promotes itself as a bold, noble and elegant as military lifestyle. And the advertisement for every class differs with different military characteristics and references like publishing promotional video for its Colt category referring to Breaking Bad. By investing in AOPO, it provides Aviation Scholarship Fund supporting and encouraging pilots who are significant buyers of Breitling watches. Hence this concludes the marketing mix of Breitling watch brand.
Founded by Léon Breitling in 1884, this Swiss watches and accessories major has been instrumental in keeping the time for the high-end consumer segments for over 100 years. The Breitling company has been catering customers with their products that serve as a testament of accuracy and ruggedness and hence often preferred in the aviation sector.
This Swiss watch giant has always tried to optimise the use of engineering to bring about innovation in the field of wrist watch design as well as the organization itself. Over the years, Breitling has positioned itself as a symbol of professional attitude among army and similar segments of people looking for precision.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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