ADVERTISING

Term Report

Submitted to: Sir. Fawad Afridi

Submitted by:
Muhammad Tabay Raza
Anahita Qazi
Nasir Aslam
Muhammad Khizer Alam
 ACKNOWLEDGEMENT

We are thankful to God for giving us the capability and strength to complete this Term
Report on “ROLEX” for the Advertising course (MKT-504). As a group project, all the
members have provided their highest efforts in order to complete this research report.
Without each other’s constant assistance, this term report would not have been finished.

We would also like to thank our course Instructor Sir. Fawad Afridi whose utmost dedication
and devotion provided us with the insight to analyse all the information regarding the report.
It was due to his moral support, guidance and teachings that enabled us to finish this term
report. We are highly grateful for his continuous motivation regarding our term report.
 LETTER OF TRANSMITAL

Date: Dec 04, 2015

To: Mr. Fawwad Afridi

Subject: Advertising

We feel glad to submit the Term report on advertising Campaign for Rolex. The entire report
was based on secondary data and insights from the group members. The report covers a wide
array of topics and core concepts of Marketing and Advertising.

We are grateful to our course instructor for guiding us in completing this term report. His
enthusiasm and support contributed greatly to the success of this term report.

Thank you for allowing us the opportunity to work on the report and to learn how Advertising
concepts have their pragmatic applications.

Sincerely,

All Group Members.

Table of Contents

Acknowledgement …………………………………………….. i
Letter of transmittal ....…..…………………………………….. ii
Introduction of Company …………………………………….. 05
Mission ……………………………………………………….. 05
Creative Brief ………………………………………………..... 06
Communication Process……………………………………….. 08
Media Plan…………………………………………………….. 10
Media Budget ………………………………………………… 14
Image Gallery……………………………………………….... 16
 Introduction of Company
Rolex SA is a Swiss luxury watchmaker. The company and its subsidiary Montres Tudor SA
design, manufacture, distribute and service wristwatches sold under the Rolex and Tudor
brands. Founded by Hans Wilsdorf and Alfred Davis in London, England in 1905 as Wilsdorf
and Davis, Rolex moved its base of operations to Geneva, Switzerland in 1919.
Forbes ranked Rolex 64th on its 2016 list of the world's most powerful global brands. Rolex
is the largest single luxury watch brand, producing about 2,000 watches per day.
The company is owned by the Hans Wilsdorf Foundation, a family private trust which does
not pay corporate tax.
Innovations:

Among the company's innovations are:

 The first waterproof wristwatch "Oyster", 1926

 The first wristwatch with an automatically changing date on the dial (Rolex Date
just ref.4467, 1945)
 The first wristwatch case waterproof to 100 m (330 ft) (Rolex Oyster Perpetual
Submariner ref.6204, 1953)
 The first wristwatch to show two time zones at once (Rolex GMT Master ref.6542, 1954)
 The first wristwatch with an automatically changing day and date on the dial (Rolex Day-
Date, 1956)
 The first watchmaker to earn chronometer certification for a wristwatch (1910)

Mission
Look in all the dictionaries, there is no word for what we do. It's not ‘tradition’, though our
craft is timeless. ‘Limitless’ is too limiting. ‘Enduring’ is not enduring enough. ‘Innovation’
can only begin to describe it. We sculpt, paint and explore. But explorers, sculptors and
painters we are not. This is the only thing we make. The only thing we will ever make. There
is no word for what we do. There's only a way. The Rolex Way.

1. A way of doing things unlike any other. 2. The way we make watches, the only thing we
will ever make. 3.‘Precise’ is too imprecise for our attention to detail. 4. ‘Tradition’ is too
conventional for the innovation we undertake. 5. We sculpt, paint and explore. But sculptors,
painters and explorers we are not. 6. There is no word for what we do. 7. There is only a
way. 8. The Rolex Way.
 Creative Brief

OYSTER PERPETUAL
YACHT-MASTER II
Background:
The Rolex Yacht-Master II is a sport watch made by Rolex. Rolex SA is a Swiss luxury
watchmaker. The company and its subsidiary Montres Tudor SA design, manufacture,
distribute and service wristwatches sold under the Rolex and Tudor brands. Founded by Hans
Wilsdorf and Alfred Davis in London, England in 1905 as Wilsdorf and Davis, Rolex moved
its base of operations to Geneva, Switzerland in 1919.
Brand Statement:
Always put the customer at the first place. Ensure that the customers are satisfied with the
product and services.

Project Background:
The Rolex Yacht-Master II is a sport watch made by Rolex. The brand endeavour to
constantly evolve Rolex world renowned luxury, bringing customer the most advanced
technologies available in wristwatches today. The project consist of developing an
advertising marketing campaign is to revive Oyster Perpetual "Yacht-Master II" for the
customers who buys for status, luxury and life style and for all those who are adventurous,
sport loving.
Objective:
Rolex Yacht-Master II would like to be seen in the minds of the consumers as a classy,
luxurious and advanced wrist watch and create demand for the product, helping to sell 70
pieces in the financial year ahead.

Target Audience:
Market Segmentation: Gender: Males, Ages: 23-35, Business people who buy for status,
tag, luxury and lifestyle, Sailors, Yacht lovers, thrill and extreme sports person.

Competitors:
Rolex has many competitors in its field. But highlighting the quality of their products, overall
attention to detail and breakthrough branding and positioning efforts will separate Rolex from
its competition Their major competitors are: Timex, Movado, Longines, Rado, Mont Blanc,
and Swatch who sell their luxury line in the same price range.

USP :
Watches made to perfection.

Advertising Tone:
Luxurious, classy, lifestyle, lavish, stylish, elegant, advance, thrilling.

Advertising Medium:
TVC, Magazines, Social media marketing and OOH.

Mandatory Elements:
Original product, Rolex logo
 Communication Process
Market Analysis:

Product Analysis:

Brand Name:

 Rolex

Logo:

Tagline:

 “A Crown for Every Achievement”

Website:

 www.rolex.com

Competitors:

 Timex, Movado, Longines, Rado, Mont Blanc, and Swatch

Advertising Objectives:
  Rolex Yacht-Master II would like to be seen in the minds of the consumers as a
classy, luxurious and advanced wrist watch and create demand for the product,
helping to sell 70 pieces in the financial year ahead.

Advertising Strategies:
 ATL activities which includes mass media i.e. TV, Outdoor, Print and Internet.
 Billboards and gantries on roads leading to work i.e. Shahra-e-faisal, Defence.

Copy Writing:
 Media Plan

SOCIAL MEDIA MARKETING

There are 1.3 billion people engaged on social platforms (and growing). If you want to stay
ahead of competition, then social media marketing is the solution. Make it a two-way
communication to address the concerns of your customers. This is the key!

In its relatively short history, social media has already infiltrated most industries and changed
the way consumers go about finding information and making purchase decisions.

Social Media Platforms:

Social Media platforms will be engaged with:

Social media marketing is a cost-effective and relatively effortless way to win new clientele
and keep existing customers coming back for more. Join the masses and start tweeting, and
posting.

The main aims of using social media are as follows:

1. competitions and promotions

2. special offers
3. boosting awareness
4. customer reviews
5. engaging with customers on a personal level

People will generally let you sell to them if you are providing them with a service or information they
need. If you create a post on a social media site that provides benefits of using your own conveyance
and build awareness, they will likely read your information and share it with friends. These friends
will then share it with others, and you have just created new interest in your services. We know that
every post shared on a social media platform is the opportunity of having access to new customers and
existing customers. Number post likes, shares and number of comments, will help us understand how
successful our campaign is going. We will regularly conduct some contests or ask for the
recommendations in colors and safety.

PRINT MEDIA
NEWSPAPER
Quarter page ad will be published on the front page of the following newspapers:

1. Tribune
 2. The dawn

MAGAZINE
Half page ad will be published on the third page of the following magazines:

Humsay is a bi-monthly English media magazine of Pakistan based in Karachi. It was first
published in September 2007 from Karachi. The magazine covers the news about fashion,
film and television industry. It is owned by the network company Hum Network Limited.

Fashion Central is fashion magazine of Pakistan based in Lahore, which provides coverage
to the events in Pakistani Fashion Industry. It was named Fashion Central with an idea to
provide a central portal about all fashion related affairs. This magazine has won PASHA ICT
Award in 2010.

OUTDOOR
We will be placing billboardsin each targeted city. Areas will be roads leading to work
places, stadiums, golf courses, clubs etc.

TVC
In this campaign for Rolex, it is particularly focusing on a specific product known as
“Yacht-Master II”. This campaign would be entitled with the products embodiment which is
“Spirit of the Sailors”. It projects the class of the Rolex with that of the sailor’s. It shows that
sailors have a different class and so does the Rolex which makes it made for each other.

The main focus of this campaign is to target the people who are more into water sports and
moreparticularly in Yacht sailing. This is to show their class different from others. It focuses
more onpeople who are thrill-loving, daring, sport loving and all but with a style that
distinguishes them.

To Promote this concept a TVC would be made which would intend to highlight all the
requirements of the brand. Following would be the requirements of the TVC.

Format: 35mm

Location: Sea-side

Director: Sarmad Sultan Khoosat

Talent: Citrus Talent

Camera: 4 days

Makeup Artist: Tariq Amin

Costume: The Republic

Editing: Wormhole Production

Duration: 30 seconds

Number of days shooting: 4 days

Concept: This ad will be motivating and attractive. It will be showing the thrill in the sport of
yacht sailing and would be appealing to all those who are adventurous, sport loving and also
prefers to be in style while doing what they love (sailing).

Channels: Ten sports, Geo News, Ary News

Storyline/Storyboard
Scene Audio video Description
1 Background Music Side shots of Rolex To create curiosity
watch with effects. among the viewers.
Rolex sign also visible.
2 Background music Screen with sea-water Tag line of the
effects and written on it product.
“Spirit of the Sailor”
3 Background music with Person on yacht boat To create
some energetic feel. sailing in the sea. association of the
watch with the
sailors and their
thrill.
4 Background music. Front shots of Rolex Showing the full
watch with effects. product.
5 Background music Person running on the Creating a
yacht pole towards up. perception of
achieving Rolex at
top of success.
6 Background music Rolex shots with person Showing a high
running towards top at class for the
same time with effects. product.
7 Background music Person standing on the Showing the
top of the yacht. achievement.
8 Background music Full front view of the Showing the
product. product for the last
time for recall
purpose.
9 - Rolex logo display Mandatory.
Radio
As we are focusing on very small and high income earning group, so radio would not be a
viable

option for us. So we will not be going for radio.

 Media Budget
1. Costing for TVC Production
Client Rolex
Product Rolex The Yacht Master
TVC Duration 30 Seconds
Shooting Days 4 days
Location Sea-Side 60,000
Casts Citrus Talent 200,000
Makeup Tariq Amin 150,000
Format 35mm camera (100,000 x 4 days) 400,000
Editing Wormhole productions 600,000
Director Sarmad Sultan Khoosat 2,000,000
Producer Momina Duraid 1,500,000
Costumes The republic 100,000
Light/pulley/generator 50,000 x 4days 200,000
Transport 100,000
Food 100,000
Total 5,410,000

2. Advertising
Budget for the first
Month:
NO.
AVG.
OF TOTAL
CHANNELS TIME SLOTS COST / DAYS CALCULATION
TIMES COST
DAY
/ DAY
8pm - 9pm Capital Talk
9pm - 10pm News Hour
GEO NEWS Aj shahzeb 6 155,000 Daily 155,000 x 180 27,900,000
10pm - 11pm khanzada ke
sath
8pm - 9pm Off The Record
9pm - 10pm News Hour
ARY NEWS 6 175,000 Daily 175,000 x 180 31,500,000
11th Hour
11pm - 12am
WaseemBadami
8pm - 9pm
Fri -
Ten Sports 9pm - 10pm 6 135,000 135,000 x 72 9,720,000
Sun
10pm - 11pm
69,120,000
3. Total TVC Costs:

TVC PRODUCTION
5,410,000
COSTS
TVC AIRING MONTH 1
69,120,000
COSTS
Total 74,530,000

PARTICLULARS BUDGET ESTIMATION IN

PERCENTAGE
SOCIAL MEDIA 6%
TVC 60%
PRINT MEDIA 18%
OUTDOOR 16%
TOTAL 100%

Media Amount (Rs.) % spend

Total budget
Print Media
Newspaper 500,000 20%
Magazines 2,000,000 80%
Total Amount Print Media Advertising (18% of 2,500,000 100%
campaign)
Outdoor
Hoardings 2,000,000 98%
Printing, Installation & Light Expenses 900,000 2%
Total Amount Outdoor Advertising (16% of campaign) 2,900,000 100%
TVC
Pre-Production, Production and Airing 73,360,000 100%
Total Amount TVC (60% of campaign) 73,360,000 100%
Social Media
Web designing 50,000 15%
Content development 35,000 10%
Social networks 50,000 15%
Social Media Marketing 100,000 30%
Search Engine Marketing 100,000 30%
Total Amount – Social Media (6% of campaign) 335,000 100%
Total Budget spent on Advertisement 79,095,000
Image Gallery
NEWSPAPER
Facebook Page
Billboard/Hoardings