Tag Heuer Introduces New Entry-level Product Line (Spec)
COMMUNICATION OBJECTIVE: Generate awareness of a more affordable line of watches that maintain the high precision and standards of Tag Heuer. MARKETING OBJECTIVE: Increase sales of Tag Heuer watches among a younger demographic seeking luxury watches at accessible prices. INSIGHT: People strive to achieve success in life and feel compelled to display their achievements. NAME CRITERIA: 1. It must be easy to spell and pronounce for a global market. 2. Must be memorable and distinct for the intended audience. 3. Reinforce Tag Heuer brand promise of precision, sophistication, exceptional quality. 4. Align with current product line: Carrera, Grand Carrera, Monaco, Aquaracer, Link and Formula. “ACCESS” INTRODUCTION: What does the word Access signify? 1. Permission, liberty, or ability to enter 2. Freedom or ability to obtain or make use of something 3. An increase by addition - a sudden access of wealth TOUCHPOINTS 1. Targeted ads on Facebook, LinkedIn -Using analytic tools such as Claritas and VALS we’ll create a list of desired attributes for our target demographic that we can use to identify potential consumers. -With this data, we will be able to reach our audience through targeted ads on Facebook and LinkedIn. 2. Print ads: Wired, The New Yorker, The Economist -These publications work because of our target demographics interests and lifestyle.
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Tag Heuer Introduces New Entry-level Product Line (Spec)
- 1. TAG HEUER COLLECTION Introducing New Product Line By Roberto Gudino, Alex Rangel, and Stefi Grigio To view more work visit: www.robertogudino.com
- 2. 3Objectives & Target Audience AGENDA Key Insight Name Criteria & Recommendation Touchpoints & Print Ad 1 2 4
- 3. OBJECTIVES COMMUNICATION OBJECTIVE Generate awareness of a more affordable line of watches that maintain the high precision and standards of Tag Heuer MARKETING OBJECTIVE Increase sales of Tag Heuer watches among a younger demographic seeking luxury watches at accessibles prices
- 4. TARGET Read Wired, The New Yorker, The Economist Technologically savvy Connected through social media White-collar professionals Ascending corporate ladder Ages from 25 to 40 Income $60k to $100k
- 5. INSIGHT People strive to achieve success in life and feel compelled to display their achievements.
- 6. NAME CRITERIA It must be easy to spell and pronounce for a global market #1. #2. #3. #4. Must be memorable and distinct for the intended audience Reinforce Tag Heuer brand promise of precision, sophistication, exceptional quality Align with current product line: Carrera, Grand Carrera, Monaco, Aquaracer, Link and Formula
- 7. INTRODUCING
- 8. ACCESS What does the word Access signify? ● Permission, liberty, or ability to enter ● Freedom or ability to obtain or make use of something ● An increase by addition - a sudden access of wealth
- 9. LOGOTYPE
- 10. TAG HEUER PRODUCT FAMILY MONACOCARRERA GRAND CARRERA AQUARACER ACCESSFORMULA LINK
- 11. TOUCHPOINTS ● Targeted ads on Facebook, LinkedIn ○ Using analytic tools such as Claritas and VALS we’ll create a list of desired attributes for our target demographic that we can use to identify potential consumers. ○ With this data, we will be able to reach our audience through targeted ads on Facebook and LinkedIn. ● Print ads: Wired, The New Yorker, The Economist ○ We choose these publications because of our target demographics interests and lifestyle
- 14. THANK YOU! To view more work visit: www.robertogudino.com