Marketing Strategy

Topics: Marketing, Branding, Brand Pages: 19 (6648 words) Published: December 16, 2013
How Successful Is Rolex Marketing Essay

Rolex is among the top ranked luxury brands in the wristwatch industry that has created its distinctive position in the market by targeting only affluent people. Rolex has been targeting niche market since its initial days; the main aim of the company is to provide quality seeking people with the best wristwatches that have been designed with superior quality raw materials and people who have expertise in this field. The watches are developed with highly experienced and well-trained people who have thorough knowledge and understanding about the wristwatch designing and manufacturing.

In order to reach the right target market, Rolex has made a drastic changed in its marketing strategy by moving from traditional mediums such as Television Advertisements and advertisements in newspapers and magazines to celebrity endorsements such as Roger Federer and events sponsorships; both of these elements have created a new image in the market. As people are willing to invest in those brands that will enhance their relationship with their favorite personalities, Rolex has capitalized on this aspect.

The primary research conducted among the college students revealed that they are willing to own Rolex brand as it helps them in developing an association with their favorite star. Hence, Rolex is doing aggressive marketing so that it can capture the attention of its target market, enhance its distinctive image worldwide and keep on making valuable contribution in the wristwatch industry.


In luxury wristwatches industry, Rolex is the leading name and it has become a status symbol worldwide. Since Rolex has been meeting the demands of its customers for so many years and has become among the top hundred brands of the world, it is of great interest to know the secret of the success of Rolex. One of the important aspects of every brand is its marketing strategy because it gives it a sense of direction about the efforts that need to be done so that it can capture the attention of its target market and convey positive message to its customers (Key Note, 2011).

Research Objectives and Questions

The main research objectives of this study are:
To gather information about top brands of wristwatch industry. To identify the marketing activities conducted by Rolex to attract the customers. To evaluate the image held by the customers about Rolex brand. In order to understand the current marketing strategy employed by Rolex, following research questions will be addressed to achieve the objectives of the study: Why is Rolex such a successful brand?

What is the marketing strategy followed by Rolex to maintain its position in the market? Why are the customers of Rolex satisfied with its wristwatches?

Importance of the Study
The study will help in understanding the importance of marketing strategy in creating right positioning in the market. When the marketing strategies of top ranked brands are studied, an in-depth understanding about the relevant topic can be developed. Rolex’s current marketing strategy will assist in analyzing the success of Rolex in such dynamic and competitive wristwatch industry.

Limitations of the Study
The scope of the research is limited as there are both time and resource constraints. The research is exploratory in nature and it is comprised of questionnaire-survey. The questionnaire has been designed in consensus with the previous work done by some authors as the questions are designed in accordance with the variables identified to be studied for the research purpose which is discussed in the Literature Review section. The availability of pure study of the subject was another constraint as the researcher is inexperienced and may lack certain skills which can affect the research paper.

Literature Review

Brief Introduction of Rolex

Whenever a customer wears Rolex watch, it enhances the person’s personality which makes a statement that the...
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