Rolex’s the commercial shows montages of past tennis championship

Rolex’s AO 2017 It Doesn’t Just Tell time, It tells History
ad is being reported in the news in order to inform the audience about the
Australian Open Tennis Championship 2017 while exhibiting Rolex’s partnership
with Wimbledon tennis tournaments (Reyes, 2017). The 2017 Australian Open
represented the 105th edition of the tournament in Melbourne Park,
Australia (Gomez, 2016). This was the 1st Grand Slam tournament of
the year, representing one of the most important tennis events in 2017 (Hodges,
2017). The choice of this event bears a lot of significance from the marketing
point of view, since AO represents one of the most important global tennis
events in 2017, having a high visibility and exposure among consumers. Using
this exposure, Rolex wisely incorporated three main marketing strategies such
as market segmentation,
celebrity endorsement, and sponsorship throughout its advertising to create a
compelling ad, maintain an exclusive brand image, and build upon its
international recognition (Fill, 109).  

 advertises the luxury
brand while emphasising Rolex as being the Official Timekeeper of the Wimbledon
championships. (Glidden, 2013) The ad begins with a close-up view of the
brand’s distinguishable element, the Crown logo followed by a montage of
professional tennis players, such as Roger Federer and Angelique Kerber,
competing against their rivals. Furthermore, the commercial shows montages of
past tennis championship tournaments alluding that the Rolex luxury brand has
been evolving as successfully as the performance of the representative athletes.
The commercial finishes with a close-up shot of the Rolex watch with an image
of Roger Federer seen through the watch screen.The most prominent strategy applied
by Rolex is market segmentation. The concept of market segmentation “consists
of viewing a heterogeneous market as a number of homogeneous markets in
response to differing product preferences among important market segments” (McStay,
2011, p.129) Marketing segmentation is not only considered a fundamental
concept of marketing but also “the panacea of modern marketing” (Spotts, 2014,
p.190) The concept was first introduced by Wendell R. Smith in 1956 and has
helped businesses group consumers in several segments based on their buying
patterns and needs (Spotts, 2014, p.190). In this regard, Rolex focuses on a niche
market, selecting their consumers based on demographics, specifically income
levels (Bhasin, 2017).The demographic
element pertains to the fact that Rolex appeals to middle age individuals with
purchasing power willing to invest financially in a Rolex product, which
reflects prestige and affluence. (Keller, p.315- 319) It is not accidental the
fact that the logo consists of a crown, a symbol of supremacy and exclusivity. This
can be observed in the commercial from the presence of international expensive
events and presence of prominent players associated with the brand. (Keller,
p.315- 319) Such events bear significance primarily to wealthy individuals,
given the high pricing ticket policy of the tennis event. (Ausopen, 2017) This
is reflected also in the fact that Rolex watches are found only in selected
upper-income retailers. (Bhasin, 2017) In addition, the high prices of Rolex watches
connote the brand’s high quality thus reinforcing the image of “a symbolically
defined product by giving it prestige status in the eyes of consumer” (Leigh
and Gabel, 1992, p.35) Hence, wealthy consumers as well as the upwardly mobile
persons also known as the “nouveau-riche” will attend high price events and
purchase the luxury watches due to their capability and willingness to be
included in selective social events. (Leigh and Gabel, 1992, p.31)Moreover,
consumers are motivated to purchase a Rolex watch for the representation it has
to them and for the associations linked to the brand. (Leigh and Gabel, 1992) Known
for its premium materials, high prices, and the events it sponsors, individuals
who own a Rolex watch are considered to belong to prestige class. Those that
aspire to be part of the high class social group will therefore purchase Rolex
as they believe the product’s associations are “a prerequisite for their
successful role performance”.  (Leigh and
Gabel, 1992, p.30) In order to create those associations in the minds of
consumers and maintain an exclusive brand image, Rolex uses another marketing
strategy known as celebrity endorsement. The celebrity
endorsement strategy within advertising is using celebrities in order to gain
attention, build credibility and shape consumers’ perception of a brand. (Keller,
p. 278) Therefore, consumers will make connections between the brand and the
celebrities endorsed based on their knowledge of the celebrities. Additionally,
the strategy attempts to emphasise the symbolic attributes and benefits of the
Rolex watch “Possession of the endorsed product signifies something in common
with the celebrity” (Leigh and Gabel, 1992, p.35) The celebrity endorsers for
the Rolex luxury brand are selected based on their performance. They are known
as “ambassadors” and are considered top athletes that strive for excellence. (Keller,
p.317)

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One of
the top athletes used in the Rolex’s AO 2017 It Doesn’t Just Tell time, It tells History commercial is the
well-known tennis player, Roger Federer, who became a Rolex Testimonee in 2001.
(Hodges, 2017) Known for his tennis achievements Rolex sponsors him for the
qualities he displays such as: endurance, sporting excellence and achievement. (Keller,
p.315-321) Those qualities that Federer personifies, further allude to the functional
performance of a Rolex watch. (Keller, p.315-321). Furthermore, Roger Federer
has stated in an interview Rolex’s support upon his performance “Rolex has
always been like a family. It’s really motivating for me when I step on the
court, knowing that Rolex is behind me every step of the way.” (Reyes, 2017) Highlighting
Rolex contribution towards Federer’s success throughout the years, alludes to
the loyalty of the brand and highlights that the brand has helped Federer
achieve his victories.