Product

The Product should fit the task consumers want it for, it should work and it should
be what the consumers are expecting to get.
Hamilton has a line of variety of watches. Each variety was developed on basis of
customers taste. Each watch is unique than the other and one of a kind. Some
varieties are like
Khaki Aviation: The Khaki Aviation line is geared toward the skyward bound,
providing classic aviator styling and/or functions specific to the needs of a pilot.
Jazzmaster: Like musical harmonies, the Jazzmaster series contains
outstanding variations on a theme combining innovations and modernity.
Timeless Classic: The Timeless Classic series takes Hamilton back to its
roots when Hamilton was chosen for its unrivaled reliability and style.
Khaki Field Line: The Khaki Field line provides rugged construction and
elegant design.
Khaki navy: The Khaki Navy watches are perfectly equipped for their
underwater travels.
American Classic Ventura: Faithful tribute to the original 1957 model,
which made watch-making history as the worlds first electrical, battery powered
watch.

Place
The product should be available from where your target consumer finds it easiest to
shop. This may be High Street, Mail Order or the more current option via ecommerce or an online shop.
Hamiltons shops are located all around the first world countries. Mostly in
Argentina, Australia, Austria, Belgium, Brazil, Colombia, Chile, China, Croatia,
Cyprus, Czech Republic, Ecuador, Egypt, EL Salvador, Germany, Greece, US, UK,
Canada, Cayman, France, Germany, Indonesia, Malaysia and Othrs.
Price
The Product should always be seen as representing good value for money. This does
not necessarily mean it should be the cheapest available; one of the main tenets of
the marketing concept is that customers are usually happy to pay a little more for
something that works really well for them. Some of the prices of Hamilton Watches
are stated below.
Product

Price

Pan Europ Auto

$1,195.00

Spirit Liberty Auto Chrono

$1,845.00

Intr-Matic Auto

$995.00

Flintridge Lady

$1,295.00

Flintridge Gent

$1,395.00

Boulton Quartz

$625.00

Spirit of Liberty Auto

$995.00

Railroad Small Second

$1,345.00

Railroad Auto chrono

$2,045.00

Pan Europ Auto Chrono

$1,945.00

Thin-O-Matic Auto

$845.00

Valiant Auto

$695.00

Promotion

Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are
all key communication tools for an organization. These tools should be used to put across the
organisations message to the correct audiences in the manner they would most like to hear,
whether it be informative or appealing to their emotions.
American watch brand Hamilton is featured in the film Men in Black 3, with its distinctive
Ventura timepiece becoming part of the Men in Black uniform. Hamilton and Columbia Pictures
have worked together on the film and are continuing the partnership with a global promotion
campaign to support the movies international rollout. Hamilton watches also appeared in Men in
Black and Men in Black II, and with each film, the scope of promotional activity has increased.
Hamiltons long history with Hollywood includes watch appearances in more than 400 films, but
Men in Black 3 represent a new milestone for Hamilton.
For over six decades Hamiltons distinctive watches have caught the attention of the worlds
leading screen stylists. Their eye-catching shapes, materials and unique designs earn them roles
in the most diverse movie genres, ranging from action pictures such as DIE HARD, OCEANS
ELEVEN, PREDATORS, ABDUCTION, science fiction movies like MEN IN BLACK,
INDEPENDENCE DAY, 2001:THE SPACE ODYSSEY, to comedy classics like KILLERS,
GET SMART, YOUVE GOT MAIL, BLUE HAWAII and dramas such as A BEAUTIFUL
MIND, or THE GOOD GERMAN.
Hamilton hosts events like air shows in France where competitors compete with each others,
behind the camera awards to honor special artist for their individual impact on movies and many
more.
People
All companies are reliant on the people who run them from front line Sales staff to the Managing
Director. Having the right people is essential because they are as much a part of your business
offering as the products/services you are offering.
Hamilton has a long history of relationship with the aviation sector. As a result they have Nicolas
Ivanoff , the leading French aerobatic pilot as their ambassador. But Hamilton is not only has
people in aviation they have a strong presence in movie industry as Stars have worn Hamilton
from time to time in numerous movies. Some of the actors and their corresponding movie names
are shown in the table:
MOVIE
Amelia (2010)
The Aviator (2004)

ACTOR
Hilary Swank
Alec Baldwin

WATCH WORN
Khaki Field Automatic
Dodson

A Beautiful Mind (2001)

Autumn in New York (2000)
Bad Company (2002)
Bicentennial Man (1999)
Big Fish (2004)
Blood Diamond (2006)
Blue Hawaii (1961)
Buried (2010)
Chain Reaction (1996)
Charlie's Angels (2002)
City of Angels (1998)
Cliffhanger (1993)
Daredevil (2003)
Every Word is true (2005)
Fantastic Four (2005)
Fantastic Four and the rise
of the silver surfer (2007)
Get Smart (2008)
Grilled (2005)
Hairspray (2007)
Handyman (2006)
Homeland Security (2007)

I am Legend (2007)
Independance Day (1996)
In the Land of Women
(2006)
In The Valley of Elah (2007)
Into the Blue (2005)
Italian Job (2003)
Kennedy et moi (1999)
Kiss & Kill (2010)
Lethal Weapon 4 (1998)
Life (1999)
Die Hard 4.0 (2007)
Men in Black (1997)
Men in Black II (2002)

Russell Crowe
Richard Gere
Chris Rock
Robin Williams
Ewan McGregor
Jennifer Connelly
Elvis Presley
Ryan Reynolds
Keanu Reeves
John Forsythe
Tim Curry
Meg Ryan
Sylvester Stallone
Ben Affleck
Toby Jones
Jessica Alba
Ioan Gruffud

Wilshire
Ardmore
Khaki Chrono
Everest
Khaki Field Quartz
Khaki King
Ventura
Khaki Field Officer
Khaki King
Linwood Viewmatic
Lloyd Chrono Auto
Boulton
Khaki
Linwood Viewmatic
Ardmore
Lloyd Chrono, white dial,
metal bracelet
Jazzmaster Auto Chrono

Steve Carrell
Ray Romano
Kevin James
Michelle Pfeiffer
Marco Rima
Regula Grauwiler
Antonio Banderas
Tom Adams
Eli Danker
Will Smith
Jeff Goldblum
Adam Brody

Multi touch
Everest
Khaki Action
Lady Hamilton
Jazzmaster Chrono Auto
Khaki X-Wind
Khaki GMT and Trent
Khaki Aviation QNE
Jazzmaster Auto Chrono
Khaki Aviation Twilight
Carlisle
Blaine

Tommy Lee Jones

Paul Walker
Mark Wahlberg
Jean-Pierre Bacri
Ashton Kutcher
Danny Glover
Chris Rock
Eddy Murphy
Bruce Willis
Will Smith, Tommy Lee
Jones
Tommy Lee Jones
Will Smith

Khaki Field Mechanical

Khaki Navy GMT
Khaki Field Auto Chrono 38
Linwood Viewmatic
Jazzmaster Open Secret
Ardmore
Linwood Viewmatic
Pocket Watch
Khaki ETO
Ventura
Digital Pulsar
Ventura Chrono

Nutty Professor II (2000)

The Frogmen (1951)

The General's Daughter
(1999)
The Good German (2007)
The Majestic (2001)
The Out-of-Towners (1999)
The Producers (2005)
The Talented Mr. Ripley
(1999)
Three to Tango (1999)
Tin Cup (1996)
U.S. Marshalls (1998)

Robert Wagner
John Travolta

Khaki III
Khaki III Medium
Linwood Viewmatic
Benton
Classic Line
Khaki
Boulton
Khaki BeLOWZERO
Custom Made
Khaki Field Mechanical 38
Llyod Chrono White /Metal
Khaki Navy GMT
Boulton
Linwood
Khaki King
Khaki Multi-Touch
Linwood Viewmatic
Benton
Contour
Pocket Watch (Broadway Ltd.
w/cover)
Frogman
Khaki Chrono 39mm

George Clooney
Hal Holbrook
Steve Martin
Nathan Lane
Matt Damon

Ardmore
Wilshire
Ardmore
Pocket watch
Ardmore

Matthew Perry
Renne Russo
Tommy Lee Jones

Vanilla Sky (2001)

Jason Lee
Kurt Russell
Gwyneth Paltrow
Rob Lowe
Mike Myers
Kevin Bacon
Colin Firth/ Alison Lohmann
Nicolas Cage
Tom Hanks

Khaki
Khaki Sub Medium
Khaki King (fake blood on
bracelet)
Lloyd Chrono Sil /Bl
Linwood Viewmatic Yellow
American Traveler
Llyod Chrono Yellow
Khaki Chrono
Ventura
Linwood
Khaki
Classic Line

Ocean's Eleven (2001)

One Fine Day (1996)
Out of Towners (1999)
Pearl Harbor (2001)
Pink Panther (2006)
Predators (2010)
2001: Space Odyssey (1968)
Spartan (2004)
Spiderman II (2004)
Superman Returns (2006)

SWAT (2003)
Sweet November (2001)
Synergy (2004)
The 13th Floor (1999)
The Edge (1997)

View from the Top (2003)

Where the Truth Lies

(2005)
Windtalkers (2002)
You've Got Mail (1998)
Processes

Eddie Murphy
Janet Jackson
George Clooney
Michelle Pfeiffer
Steve Martin
Josh Hartnett / Alec Baldwin
Steve Martin
Adrian Brody
All Astronauts Characters
Gene Hackmann/ Val Kilmer
Alfred Molina
James Marsden
Frank Langella
Brandon Routh
Sam Huntington
Samuel L. Jackson
Keanu Reeves
Marg Helgenberger
Armin Mueller-Stahl
Anthony Hopkins

The delivery of service is usually done with the customer present so how the service is delivered
is once again part of what the consumer is paying for.
Hamilton has interactive online shop to purchase their watches through online. Customers can
easily pick their desired model and compare it with other models and then can complete payment
online. After the order process is complete the package then shipped to the buyers desired
location. Hamilton also has showrooms in major shopping malls all around the world where
people can purchase them by themselves.
Physical Evidence
Almost all services include some physical elements even if the bulk of what the consumer is
paying for is intangible. For example a hair salon would provide their client with a completed
hairdo and an insurance company would give their customers some form of printed material.
Even if the material is not physically printed (in the case of PDFs) they are still receiving a
physical product by this definition.
Hamilton has strong presence in the market. Whoever desire to put on a Hamilton watch can
easily do it simply by going to the nearest shop and try it on.
4Cs of Marketing Mix

Clients/Customers
In the process of marketing it is important to find out what customers want and need. According
to those findings companies need to create that product.
Hamilton closely work with the end users. Like Hamilton has developed a new pilot watch, the
Khaki Flight Timer, in close collaboration with Air Zermatt, the prestigious transport and rescue
helicopter company. The multi-functional model integrates a dedicated pilots logbook to record
details of up to 20 flights.
The Khaki Twilight, also was created for the needs of the movie I AM LEGEND. It integrates the
facility to countdown to the beginning and end of twilight.
Cost
Cost is equivalent to Pricing in the traditional marketing mix. Cost is a very important
consideration during consumer decision making and hence in the 4 Cs principle, the cost
variable is given special attention.
Hamiltons watches ranges from $600 to $3000. It has the elegant line of watches which offers
different functionality for different people of different profession. As their technology is state of
the art in modern watch making industry and precision is one of the best in this world, high cost
is truly justified for their watches.
Communication

Communication refers to how a company is integrating its product with its clients. How easily
people are getting attached to the brand. The media vehicles used for marketing communications
for a mass product and that for a niche product are different.
As Hamilton is a niche marketer they dont go for that much advertising in the mass advertising
media. Rather they target their customers through campaigning in the movie industries or
aviation industries.
Convenience
Hamilton is primarily in house selling organization. Their showrooms are more like museums of
watches. Variety of watches is displayed in their showrooms and let people choose from the
collections. In house purchasing is also an experience for the customers as they have the
opportunity to go through the history of Hamiltons watch making. But that doesnt stop
Hamilton from delivering watches to the home bought online. People can go to the online shop
of Hamilton and make their choices, pay for the product and get delivery within 3 to 5 working
days.