Temple Audemar Piguet Collaboration with Mc Laren Automotives Project Please refer to the last group project, continue to write the describe in depth the c

Temple Audemar Piguet Collaboration with Mc Laren Automotives Project Please refer to the last group project, continue to write the describe in depth the collaboration between the two brands（Audemars Piguet and Mclaren auto-sport）

please take a look about the (creative work brief)

Here are detailed instructions:

The completion of a Creative Work Brief (CWB) using the template provided. Keep the organization, category titles and sequence the same – do not modify this template as it is an actual CWB used in industry.

This document serves as a “critical creative road map” an advertising agency team and a client brand management team follow collaboratively when determining visuals, colors, typography, message strategies, appeals, executional frameworks, etc., for a new IMC or branding campaign. The content for the CWB will build upon your findings from Part 1 and bring your new product or service idea to life. Make sure to cite all sources (in Boldface) throughout your document and to include a works cited page at the end. You must use the CWB template I provide otherwise major points will be deducted and there is a chance the project may not be admissible. Creative Work Brief – the creative road map that the agency
team and client team follow in unison…
IMPORTANT Directive: You need to incorporate content from Part I in all
relevant areas. In-paper sources are required along with a separate Works
Cited section at the end.
This document provides a detailed directive for a new product launch. It
outlines the objectives, target audience, research, competition, message
strategies, appeals, executional frameworks, constraints, supports and more
that the advertising agency needs to follow in order to produce creative
concepts aligned with their client’s business objectives and revenue goals.
Project Details
Date:
Prepared by:
Brand/New Product/New Service/New Initiative name:
Project Description and Rationale
Provide a brief summary of the general description and rationale of the new product
or service you are proposing
Business Objectives/Revenue/Profit Goals:
Use this section to list the business objectives and fiscal goals for the project (for
example, to increase membership by X% in the next six months, to increase
viewership by X% in the next six weeks, to boost ticket sales by 25% in the 4th
quarter, to expand a product line by X%, etc.)
Suggestion: Review Chapter 4 – Clow/Baack textbook – Marketing Communications
Objectives section to help with this part of the CWB.
Four P’s Analysis
Use this section to detail the 4Ps analysis. Be sure to describe the “Product Utility” of
your new product or service in terms of the functional and emotional deliverables of
the new product or service.
Creative Work Brief – the creative road map that the agency team and client team
follow in unison…
Page 1
12/9/2019
Target Audience
Use this section to describe the audience for this project. There are four mandatory
subtitles/sections including: demographics, geographics, psychographics and
behavioral/benefits sought aspects.
Research
What types of marketing research will you use/rely on for this project? Examples:
Test Market, Primary, Secondary, Quantitative, Qualitative, etc. You need to provide
an example for the types you choose along with the rationale…Just listing the types
of research is not acceptable and you will not receive points for this section.
Competitive Landscape
Use this section to list one direct competitor of your new product, service, etc. List
the brand’s competitive offering(s) and explain why they pose a threat to the goals
of your project, also, do you think there is a threat of a new market entrant? (Note:
Include content from your SWOT analysis as well as identify if a threat of a new
market entrant and/or substitute product, or service is likely and explain why).
Preliminary Design/Messaging ideas (Remember to include
terms/concepts learned this semester i.e. types of message strategies,
appeals and executional framework – review Chapter 6 in the ClowBaack text to ensure you hit these deliverables)
List at least three messaging ideas:
List at least three visual ideas:
Creative Work Brief – the creative road map that the agency team and client team
follow in unison…
Page 2
12/9/2019
List all Supports, Claims or Constraints: (Suggestion: Review chapter
5, pages 145 to 146 for help with this section)
Media Plan Timing and Advertising vehicles to be
researched/considered for your media plan – provide a bulleted list:
List everything you DO NOT want to see/hear in the new
creative: (Reference the types of message strategies, appeals,
and executional frameworks you do not want to see in this
section)
List at least three messaging ideas you do not want:
List at least three visual ideas you do not want:
Media Plan Timing and Advertising vehicles you feel would be
ineffective for your media plan.
Creative Work Brief – the creative road map that the agency team and client team
follow in unison…
Page 3
12/9/2019
Please list your sources below in APA format and be sure to
source them throughout your document.
Creative Work Brief – the creative road map that the agency team and client team
follow in unison…
Page 4
12/9/2019
Running Head: AUDEMARS PIGUET WATCH AND MCLAREN AUTOMOTIVE
Audemars Piguet Watch and McLaren Automotive
Jiawen Yu
Lizhe Ni
Siyu Lei
Dingkun Liu
Ruipeng Yu
Professor Jennifer Sundstrom-Fitzgerald
MKTG 3501
December 03, 2019
1
AUDEMARS PIGUET WATCH AND MCLAREN AUTOMOTIVE
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Audemars Piguet Watch and McLaren Automotive
Introduction
Audemars Piguet is a giant Swiss manufacturer of luxurious mechanical watches. The
company is well known for its stylish and legendary watches, which have taken over the
watchmaking industry. Audemars Piquet has been developing sensational wristwatch models that
include the Royal Oak, Promesse, Calibre 2870, and Jules Audemars, among other models. Since
being founded in 1875, the brand is well known for its unique and luxurious timepieces AP that
are quality and appealing to customers (Watchbox, 2019). Audemars Piquet watch is built with
new techniques and mechanism that takes into account innovation, creativity, and precision in
the watchmaking industry. Using the slogan “To Break the Rules, you must First Master Them”
(Vanetten, 2016), the brand has been one of the giant firms with inventive horological
masterpieces. Audemars Piquet watch focuses on classic, sporty, and traditional models and
jewelry watches that bring value to customers while being committed to exploring new
directions to interact more closely with end-clients and luxury watch enthusiasts worldwide
(Besler, 2018).
Collaboration with McLaren Automotive will be a game-changer in the competitive
watchmaking industry. McLaren is one of the world leaders in the automotive industry with
well-known models and series that are built with exceptional design and technology. The
collaboration will bring the creative inspiration of integrating luxury watch brand with
motorization to grow the brand’s market share. With the spirit of developing high-performance
luxury models, McLaren will bring the much-needed refinement and aesthetic innovation for the
AUDEMARS PIGUET WATCH AND MCLAREN AUTOMOTIVE
brand to gain more market share in the industry. Audemars Piquet watch has developed several
world firsts classic watches that are popular throughout the Haute Horlogerie history (Watches
of Switzerland, 2019). With stiff competition from well-established companies like Rolex, the
collaboration with McLaren will increase the brand’s market share and enable Audemars Piquet
to become a phenomenal brand in the industry.
SWOT Analysis
The greatest strength of Audemars Piquet brand entails its luxurious watches that have
gained huge demand in the recent past. The company has been developing luxurious wristwatch
models for both men and women in the watchmaking industry. The brand also is boosted by its
classy design of products that make them appealing and exceptional in the market. The Royal
Oak models are the most sought-after products due to its prestige design that is attractive to
individuals. The brand also has unique products that are of high quality and build on precision.
The company has vintage selections that are no longer readily available in the market
(Watchbox, 2019). The most significant weakness lies in its high price of products. Audemars
Piquet watch costs as much as $109, 500 (Singh, 2019), making them expensive to ordinary
consumers. There is also the rising cost of production within the watchmaking industry that
contributes to declining profitability levels.
Audemars Piquet watch can take advantage of the new markets for Swiss watches across
the globe. This is as a result of the popularity of Swiss brands due to their quality and design
among the consumers. There is also a rising demand for mechanical watches in the market. This
creates an opportunity to develop innovative mechanical watches that are exceptional in the
current markets. Additionally, cooperation with giant players in the automotive industry as well
as celebrities will boost the brand. However, stiff competition from established brands such as
3
AUDEMARS PIGUET WATCH AND MCLAREN AUTOMOTIVE
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Rolex remains the most significant threat. The emergence of the smartwatch has further created a
paradigm shift in the industry (Saha, 2017). There is also a narrow target segment, with the firm
only targeting high-class consumers. In the recent past, counterfeit products have become a
severe threat to Audemars Piquet due to flooding of low pricing plagiarized watches in the
markets.
New Product Rationale
The development of a new product in collaboration with McLaren will open new markets
for the brand. The product will gain entry to McLaren’s expansive markets in Northern America,
Europe, and domestic markets. The rationale behind this new product is to combat the
dominance of smartwatches in today’s market that have threatened penetration of the brand into
the market. According to PRNewswire (2019), the US and China have increasingly developed
smartwatches with quartz gaining colossal market share, dethroning mechanical watches. Sports
watches have also gained immense popularity in sports. Partnering with the McLaren automotive
will position Audemars Piquet watch in sports sectors such as Formula One series. It will also
provide marketing opportunities for classic watches among sports fans that have a taste for
luxurious, innovative products.
Francois Bennahmias, Audemars Piquet’s CEO, argued that “you cannot wait for people
to come to your door, that is gone” (Koh, 2016). The lackluster economic conditions
significantly affected various firms that had narrow marketing strategies in the competitive
watchmaking industry. As such, the sector demanded a brand’s involvement in sports, art, and
entertainment events to gain the spotlight (Koh, 2016). Therefore, collaborating with McLaren
Automotive will enable the brand to gain access to new customers by blending with McLaren’s
quality. The product will create a sporty design that complements with the consumer preferences
AUDEMARS PIGUET WATCH AND MCLAREN AUTOMOTIVE
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for typical stylish luxuries. Besides, McLaren loves to desire comfort drive enhanced by
elegance and beauty. The new product will not only bring a sense of aesthetic value to
consumers but also combine tradition and elegance, which will greatly combat competition from
smartwatches that have polarized the industry.
4 Ps Analysis
Product
The new product will match the quality and design desired by modern-day customers
while utilizing the brand’s own design history as inspiration (Gomelsky, 2019). Developing a
product that combines the luxury touch of Audemars Piquet and McLaren’s classy design will
make it unique and appealing. It will create a sense of pride for lovers of both classic models of
McLaren cars and wristwatches beyond the modern smartwatches.
Pricing Model
The product will revolutionize the pricing decisions of the brand. Designing a valuable
watch will increase the demand for the product, hence driving up its price. The product should
have a varying price determination based on the nature of demand and supply and pricing points
in the market. With the possibility of excellent marketing of the wristwatch in McLaren events,
the product will gain instant acceptance, thus developing a competitive price in the market.
Placement
The new product will create more marketing channels for Audemars Piquet watches
beyond the watchmaking industry. New market places will be created in the automotive sector
with the development of ideal locations in sports events and McLaren warehouses globally. The
AUDEMARS PIGUET WATCH AND MCLAREN AUTOMOTIVE
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product will further gain more online presence in different media platforms due to the expansion
of the market to new advertising sites. The car sector markets will be instrumental in converting
car lovers into potential customers for other Audemars Piquet models such as the classic Royal
Oak.
Promotion
McLaren Automotive will provide the automatic development of the new product in the
market. McLaren will act as a marketing agency that is vital for the dissemination of information
regarding the brand’s products to the consumers. The promotion will be achieved using different
strategies such as social media and direct advertisements to customers. The collaboration will
strengthen Audemars Piquet’s recognition and market presence, which ultimately results in the
improved sales across the two industries.
AUDEMARS PIGUET WATCH AND MCLAREN AUTOMOTIVE
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Works Cited
Besler, C. (2018, September 26). More watch trade fair trouble: Richard Mille and Audemars
Piguet to exit SIHH Geneva. Forbes. Retrieved from
https://www.forbes.com/sites/carolbesler/2018/09/26/more-watch-trade-fair-troublerichard-mille-and-audemars-piguet-to-exit-sihh-geneva/#cbf3a4b53563
Gomelsky, V. (2019, October 26). 10 watches that changed what’s on your wrist. New York
Times. Retrieved from https://www.nytimes.com/2019/10/26/fashion/watches-designaudemars-piguet-apple-watch.html
Koh, L. (2016, July 11). The 4 ways Audemars Piquet trumped the bad market situation in
2016. Thepeakmagazine. Retrieved from: https://thepeakmagazine.com.sg/fashionwatches/the-4-ways-audemars-piguet-trumped-the-bad-market-situation-in-2016/
PRNewswire. (2019, June 14). Watches & clocks in 2019: market demand, growth, trends &
strategy insights (2015-2022). prnewswire report. Retrieved
from: https://www.prnewswire.com/news-releases/watches–clocks-in-2019-marketdemand-growth-trends–strategy-insights-2015-2022-300867754.html
Saha, P.K. (2017, November 11). In terms of growth, all options are open, says Audemars
Piguet’s Jonathan Kin. livemint. Retrieved
from: https://www.livemint.com/Consumer/CSNxRsZM02dP3RVmB4xSeP/In-terms-ofgrowth-all-options-are-open-says-Audemars-Pigu.html
AUDEMARS PIGUET WATCH AND MCLAREN AUTOMOTIVE
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Singh, B. (2019, October 17). How much is a luxury watch — Audemars Piquet price guide. The
Watch Co. Retrieved from https://www.thewatchcompany.com/blog/audemars-piguetprice-guide/
Vanetten, K. (2016, July 26). Audemars Piguet and the world of sports partnerships.
Iwmagazine. Retrieved from
https://www.iwmagazine.com/education/20160726/audemars-piguet-and-the-world-ofsports-partnerships/
Watchbox. (2019). Brand overview: Audemars Piquet models. The watchbox. Retrieved
from: https://www.thewatchbox.com/watches/audemars-piguet/
Watches of Switzerland. (2019). Audemars Piquet: Le Brassus. watches-of-switzerland.co.uk.
Retrieved from: https://www.watches-of-switzerland.co.uk/c/Brands/Audemars-Piguet/

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