Marketing

Omega boutiques and retailers are represented in Russia in 27 cities.Omega has a strongdistributionnetwork that includes services of nearly 200 agents and 10000 retail outlets strategically established at high-status areas and at airports. It has put special emphasis on its classically decorated A-Class showrooms. It has employed trained experts for direct dealing with its clients. Appointments are allotted to VIPs so that they can select a piece at his/her convenience. Thebrandalso offers prompt servicing, restoration and repair work to all its watches.It is very important for a company to offer only the highest level of service that they can guarantee.As stated on the brand's website: “At OMEGA, training and following up on the technical competences of our service partners is essential. Only partners fulfilling OMEGA’s strict quality requirements are eligible for the “OMEGA authorised service centre” certification. By entrusting your watch to an OMEGA authorised service centre, you are guaranteed to receive a service corresponding to OMEGA’s standard and delivered by competent staff, wherever you are”.Omega authorised service centersare represented in Russia in 6 cities.Slide 12.Promotion in the Marketing Mix of Omega WatchesOmega Watches have a highbrand recallas the company has adopted severalmarketing plansto create positivebrand awarenessamongst its target customers. It uses print media to promote its products as ads are published in high-profile magazines. It organizes five-stareventsto create betterbrand visibility. Omega Watches have been associated with several events, for instance, it was chosen by Royal Flying Corps of Britain, by the American army in the year 1918 and Olympic Games since the year 1932 as official timekeeper. It was the first choice of NASA. James Bond wore this timepiece in his movies.OMEGA is the Official Timekeeper of the Olympic Games but it also brings its sports timing expertise to other top athletics, swimming, golf, bobsleigh and sailing competitions."History is a sign of Omega quality, and sport is an important part of it, as it shows the technological side of our capabilities." The brand is also involved in charity work.The company protects and supports the interests of worthy organizations and, of course, continues to pride itself on its enviable role in supporting the world famous spy.Slide 13.Some famouscelebritieswearing Omega watches are Daniel Craig, George Clooney, Prince William, Cindy Crawfordand her daughter and son (also became ambassadors of Omega brand), Eddie Redmayne and Nicole Kidman. Gold medallist and Olympic swimmer Michael Phelps is also associated with Omega Watches. Omega has entered into sponsorship deals with Omega European Masters and Dubai Desert Classic.Slide 14.Although the mainstream of Omega's advertising for over a decade has been sports and fashion stars, the company planned to abandon the use of personalities in advertising, whose zenith of fame had already passed. These are athletes, models and actresses who are no longer leaders in their field as they once were. It was decided to use the images of young successful people who are just becoming leaders in their fields. The company hoped that such personalities would allow for more effective product positioning, making the brand more tangible and accessible.Omega embarked on a paradigm shift in advertising at a time when leading luxury watchmakers continued to rely on celebrity and superstar imagery.Slide 15.Today at the headquarters of the brand they talk a lot about the millennial generation, because everyone is experiencing its influence, which did not exist ten years ago. There was no such involvement of luxury business in the Internet, in online magazines, in bloggers’ sites. We now get any information from the network, so Omega has to think about how to convey the emotions that the brand puts into the product through the worldwide network.For example Omega has the experience of launching sales via Instagram. The experiment was crowned with fantastic success: in almost 4 hours, watches with a total value of about € 11 million were sold.Customers were asked to purchase a watch of one model: the Speedmaster “Speedy Tuesday” Limited Edition. All models (in the amount of 2012 pieces) were sold around the world in 4 hours 15 minutes 43 seconds, bringing the brand in such a short period of time 11.7 million Swiss francs (about 11 million euros).For the first time, the Omega brand used Instagram as a marketplace for its products.According to Omega CEO Reynald Eshlimann, “The response from the brand's virtual community is invaluable as we have a stake in meeting the needs of our customers”.It took the Swiss watch brand only three Instagram posts to sell all of the unique pieces!!!Slide 16.Thanks for your attention!