STP analysis

Ankush Goel

BABM4

1502

Universal Business School

About

Established 1860

Founder Edouard Heuer - Heuer Watchmaking Inc.

1887 Oscillating pinion invention

1911 patent time of trip

ABOUT

1916 most accurate stop watch

1962 #1 Swiss watch to go in space

1963 Carrera launched

1969 Calibre 11 launched

1999 Heuer became Tag Heuer

STPMarket segmentation process of dividing an entire market up into different customer

segments.

Tag Segment Luxury Sports watches segment across the world

Targeting target market is a group of customers a business has decided

to aim its marketing efforts and ultimately its merchandise

towards

Tag Target Young Men & Woman from High Income group

Positioning Positioning make a brand occupy a distinct position, relative to

competing brands, in the mind of the customer.

Tag Position Prestige Sports watch

Grand Carrera

1964 Carrera and TAG Heuer's motor racing lineage. Unconventional Rotating System. COSC-certified chronometers

SEGMENTATION TARGET POSITIONING

Sports Aficionados High class motor sport lovers wanting accurate extremely precise chronometers

Age: >40

Super premium sports watch with high accuracy

The ultimate sports watch

3.9Lac-6.9Lac

Monaco

1969 first square waterproof AUTOMATIC CHRONOGRAPH

Monaco V4, the world's first timepiece with a belt-driven transmission.

SEGMENTATION TARGET POSITIONING

Celebrities and High income people

People who like attaining the pleasure of owning something unique, innovative

Unique watch with a beautiful design and disruptive innovation

4.37Lac-60.48Lac

Carrera

1963, Jack Heuer created the Carrera as a tribute to the epic Carrera Pan Americana Mexico Race. Carrera Calibre 1887, award-winning in-house movement.

SEGMENTATION TARGET POSITIONING

Business Class People who look for a sophisticated luxury watchThat compliments there position

The best combination of style luxury comfort and status

1.5Lac-6.2Lac

Ultimate watch for active lifestyles.

professional dive watch

offers unrivalled reliability, utility and ruggedness.

Aqua Racer

SEGMENTATION TARGET POSITIONING

Water sport lovers People who want a professional luxury dive watch

Premium reliable professional dive watch

94k-4.3lac

Directly inspired by high performance F1 automotive technology, TAG Heuer Formula 1 series has all six characteristics of a professional sports watch, with bold, contemporary style to match today's lifestyles.

Formula 1

SEGMENTATION TARGET POSITIONING

Introduction to the luxury watch segment

20-30Young people with high aspirations

Sturdy Premium sports watch with exceptional Design

63k-2.18Lac

The elegant LINK, an international reference for comfort and ergonomics. Its signature S-shaped bracelet is instantly recognizable the world over. The bracelet's ergonomic design is a serious pleasure to wear. Charismatic. Elegant. Unique.

Link

SEGMENTATION TARGET POSITIONING

Corporates who believe in simplicity

Age- 35-45Simplicity

Comfortable Light weight sleek premium watch with clear display

1.48Lac-2.99Lac

Trans Ocean

Master

Conquest

Heritage

Speed master Sports

Speed master

Sea master

Perceptual Map luxury

Premium

sporty classic

Luxury

Premium

Sporty Classic

Sporty

References

http://us.tagheuer.com/

https://shop-us.tagheuer.com/en/watches.html

http://www.ethoswatches.com

DON’T CRACK UNDER PRESSURE