Learning From Rolex’s Example How To Market Luxury Goods

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Authenticity and Essentialism are Innate Desires
The world is filled with duplicity. Knock-off has become a term that means the same, but different in terms of quality and price. By nature humans want to be original since every human is an original creation that can not be duplicated in terms of thoughts, beliefs, and energy.

Consumers want to buy original products that present an image of uniqueness as well as quality and value and theres no better example than Rolex watches when it comes to proving that humans innately want to express their own quality, value, and uniqueness through the goods and services they purchase.

Rolex Watches entered the world of Horology in 1905 when Alfred James Davis and Hans Wilhelm Wilsdorf founded Wilsdorf and Davis Ltd. Wilsdorf created three watches that passed rigorous accuracy tests before the company was formed so it was a natural step to start a watch company with his English partner Davis who was his brother-in-law. The company became a family affair and they registered the name Rolex in Switzerland in 1908 even though that name had no real meaning other than it was easy to spell, easy to say in various languages, and easy to remember in all of them.

In 1915 the company was officially renamed the Rolex Watch Company and it finally became Rolex SA which is the driving force behind today’s successful marketing program.

By 1945 Rolex Had Established Its Manufacturing Prowess
During the 1920s and 1930s Rolex carved a luxury name for itself by receiving several awards for precision and quality from four renowned observatories: Geneva, Kew, Besancon and Neuchatel. A chain of internal events took place before the Second World War and they also had a significant impact on the evolution of luxury Rolex Watches.

The famous Crown or Coronet logo was trademarked in 1925 and the name Rolex began to appear on the dial in 1926. The company also changed the design of its case and began using hermetically sealed cases designed by the Swiss craftsman Francis Baumgartner. These new cases made Rolex Watches almost waterproof.

Wilsdorf also bought the patent for a new moisture-proof winding system in 1926, and that addition produced the Oyster, which was the first watch with a waterproof case. The oyster was worn by an English swimmer who swam the English Channel in 1927, and the impetus from that marketing campaign set the stage for future luxury marketing tactics.

Rolex watches were marketed and advertised as wonder watches. The company made improvements in the Oyster which increased its status. It was the first watch to be called waterproof at 100 feet under water. That feat made it a watch rock star almost overnight.

The pricey Prince was introduced in 1928 and it is still a popular style today for men who want to express their innate uniqueness and material success. New adjustable six position balances were also introduced in 1928 and in 1932 the company introduced the self-winding feature. In 1935 the Super Balance was introduced to improve the design of its Auto Rotor.

In 1935 Rolex acquired the exclusive rights to Aeglers movements and that was a strategic move that allowed the company to focus on the US market. In 1937 Rolex introduced the first chronograph wristwatch. British pilots wore the Rolex Oyster during the war to signify their excellence and success. After the war the company gave every British prisoner of war a new Rolex since they lost their originals to their captors. Those replacement watches didnt have to be paid for until after the war and that move turned out to be an incredible marketing tool.

Rolex Still Sets a High Marketing Bar
Rolex is still launching new watches and unique marketing campaigns that emphasize quality, prestige, and individuality. The company produces over 2,000 watches a day and is ranked in the top 100 global companies by Business Week Magazine. It holds the top spot for among all watch makers in terms of product recognition, perceived quality, and creative design features and functions.

Tradition meets innovation and Rolex uses that philosophy to create a luxury watch marketing campaign that continues to break price barriers. Their marketing campaign is rooted in authenticity and essentialism as well as the rich heritage of quality timepiece manufacturing.

Golf Course Marketing Has Changed

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Golf course marketing has changed! Private club marketing has changed! Times have changed and now its time that you as the owner, general manager or board member realize that the old way of golf advertising or golf marketing is no longer valid to generate additional golfers and members. It is time to look at what is really working in our technology age and be able to track our results. Any good golf marketing expert will tell you that what gets measured accurately, improves. The problem is that most golf courses or clubs dont know have a Golf Course Marketing. Plan and for sure dont know how to track their ROI. Thats about to change.

Understanding that most daily fee courses or private country clubs are working from a limited budget or in some cases no budget at all, it is imperative to make sure that every dollar is accounted for and you can verify Return on Investment. That way, you can determine what is working and what is not and spend more time on what is working and less on what is not. You will also be able to go to all decision makers and show proven results and feel confident that your golf club marketing is heading in the right direction.

What I am talking about is Internet Marketing for courses and clubs. This is the missing link for most golf marketing programs. What specifically am I talking about? #1) Having a marketing plan. Most clubs dont have one and wing their efforts day to day. Create one that is simple, cost – effective, consistent and measurable. #2) TRAFFIC!! Everything starts with traffic. Generating more online traffic to your website using strategies like SEO, PPC, Blogging, Facebook or educational article and video marketing. #3) Capturing lead information while they are on your site but also taking advantage of the traffic already at your course using offline email capture strategies with your staff . #4) Getting reviews and testimonials from your happy golfers and members and posting them online for the world to see. #5) Asking for referrals from your happy golfers and members.

Understanding what your perfect golfer or member life-cycle looks like will dramatically help change and put you on the road to success, but choosing the right tactics and strategies to get the best measurable ROI is absolutely critical!

Increase Club Profits is a unique Golf Marketing and Cost Reduction company that helps drive sales and membership while reducing clubs operating expenses without sacrificing quality or service. Our typical client will receive $50,000 of bottom line measurable savings in the first 12 months and page one rankings on most search engines.

Remove Carpet Stains Safely – Genesis 950

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Remove Carpet Stains & Clean Carpet

Throughout the year, carpets can take a toll. Everyday life can leave a mark on your carpets. Spilled food and drinks, art and craft projects, smudged makeup, spilled paint, muddy boots and pets can leave your carpet unsightly and embarrassing. In addition to the visible stains, there is also buildup in carpet. From dander to pollen, unseen particles can cause health related issues which aggravate allergies and skin conditions. Even further below the carpet, bacteria can promote mold growth which can cause respiratory issues and destroy your carpet.

Keeping carpet clean is an important task and should be done not just to keep your house looking presentable, but also to reduce factors that can contribute to poor health. Spring and Fall are the best times to give your carpet a thorough cleaning to remove any buildup which has settled into the carpet over the seasons. However it always seems the carpet needs to be cleaned when it is most inconvenient. An unexpected spill often triggers the urge to clean before the stain sets in. Because of this, people typically grab the most convenient cleaner and start scrubbing away.

Unfortunately, many of these cleaners are unsafe. Many contain harsh chemicals that can impose health risks. Simple Green contains 2-buthoxyethanol, which can damage red blood cells and irritate the eyes. Spot Shot may be fatal if inhaled. Febreeze, 409 and other ammonium or ethonalamine based can cause and trigger asthma. Some of these cleaners have been cited as releasing up to 89 air contaminants. The Environmental Working Group has composed a list of products on their Hall Of Shame. This list outlines the dangers in a number cleaning products.

In addition to being unsafe, many household cleaners do not properly remove stains. Many of these cleaners contain toxins which will alter the carpet. A proper cleaner can safely break down the stain. Genesis 950 is a safe, green cleaner which uses water as it’s primary mode to remove stains. Genesis 950 is a surfactant based cleaner. A surfactant based cleaner uses water to make a stained area water soluble. When a stain becomes water soluble, it’s bonds are broken. Once the bonds of a stain are broken, it loses it’s adherence to the surface it has been attached to. It can then be rinsed from the surface.

Genesis 950 can be used as a spot cleaner to target specific stains, or it can be used in a machine to clean entire carpets. Either way, it is the best cleaner for a number of reasons. First and foremost, it is safe. It does not contain any regulated chemicals like other cleaners. There is no 2-buthoxyethanol, ammonium or ethonalamine. Genesis 950 will not provoke asthma, respiratory issues, or fatal reactions. It is a green product, designed with the safety of the environment, pets, children and families in mind.

Genesis 950 can handle all types of stains. Initially designed in the early 80’s, it has been used for decades to remove industrial ink from printing presses. In 2011 it was made available to the public as a general all purpose cleaner. Because of it’s ability to break down food stains, makeup stains, paint stains, and even pet stains, it has become one of the most popular carpet cleaners on the market.

Pet owners love Genesis 950 because it can remove vomit and urine stains as well as odors. It does so without harming the surface being cleaned, or the pet. In addition to removing stains, it also removes odors.

Remove Pet Stains & Odors From Carpet

Pet urine and vomit can make carpet unsightly. It can also cause a great deal of frustration when it comes to cleaning them. If not properly cleaned, it can also cause a shift in the bathroom patterns of pets. Animals, both cats and dogs, urinate where they smell they have gone before. If an area is not properly cleaned, they will be drawn to that spot repeatedly. Unfortunately, some people follow some terrible advice in regards to cleaning pet stains and find themselves with an animal that keeps going in that spot.

The worst advice by far is the recommendation of vinegar as a solution to clean pet stains. Vinegar, as well as ammonia, has a pH level with an acidic base. This pH level is comparable of that found in urine. As a result, the acidic odor confuses your pet into thinking that is the spot to go to the bathroom. Even the Humane Society advises to stay away from vinegar and ammonia. Likewise, cleaning products containing ammonium compounds have the same effect. It is for this reason you see so many people baffled that their pets won’t stop going in the house. More often than not, it is not a housebreaking issue, but an issue revolving around cleaners used that draw animals to urinate in the spot they were used.

Another issue in dealing with pets is the odor below the carpet surface. When an animal urinates on carpet, the urine travels downward. It becomes infused in the padding and the fibers of the carpet. Surface cleaning a spot will not remove the odor underlying the carpet. While you might not be able to smell it, you pet can. As they sniff about the carpet, when they come across the section with an old stain in the padding, they are likely to go to the bathroom there again.

Another huge misconception is that baking soda or air fresheners will remove the odor. This is false. Baking soda is a neutralizer when introduced to an acidic component. Neutralizing and odor is not the same as deodorizing. To remove pet odors, the bacteria causing them needs to be destroyed. Air fresheners, in addition to releasing contaminants and asthma inducing chemicals, only mask odors. They do not neutralize or deodorize them. Genesis 950 kills the bacteria in the carpet and completely removes the odor . . . safely!

This carpet was full of pet stains. It was cleaned with traditional cleaners over the course of several years. The cleaners themselves created more staining and left discolored blotches throughout the carpet. Typically, these cleaners are soap based. As soap attracts dirt, the marks left behind by those cleaners only became more prominent as time went on.

Because the cleaners used did not deodorize the area, the pets repeatedly went to the bathroom throughout the carpet. This was not a housebreaking issue. It was an issue caused by the odor not being properly removed and the animals being drawn back to that spot as their bathroom.

Pet stains, as well as other stains, should be cleaned using a steam cleaning or carpet cleaning machine. There are a number of machines available for retail consumers. They are great investments, as they can restore carpet and keep your home clean. For those who prefer, these machines can be rented from local grocery and hardware stores. Genesis 950 is compatible with all types of cleaning machines.

To remove pet stains, and the associated odors, Genesis 950 should be used at a mixing ratio of 1/3 Genesis 950 to 2/3 water. Typical cleaning recommendations for general cleaning are 1 part Genesis 950 to 7 parts water, however pet stains can be more persistent and for this reason, the ration can be increased. In extreme cases, Genesis 950 can be mixed with water at a 50/50 ratio. There should not be more water than Genesis 950 though as it is the water which activates it and enables the stain to be broken down.

After being cleaned in a machine at a ratio of 1/3 Genesis 950 to 2/3 water, the pet stains and odor were completely removed, as were the marks left behind from other cleaners.

Genesis 950 can also tackle surface stains. Whether it’s food, make up or unknown stains, use Genesis 950 in a spray bottle with water at the general cleaning ratio of 1 part Genesis 950 to 7 parts water. Spray the area, then rinse clean with water and allow to dry.

In addition to pet stains, Genesis 950 removes many other types of stains.

GRASS STAINS

RUST STAINS

CAR INTERIORS

PASTA STAINS

Genesis 950 is a cleaner like no other. It removes the toughest stains without polluting the environment, harming you, your family or your pets. If you are looking for a safe cleaner, visit www.genesis950.com and read the reviews, see more photos and find out what else you can clean.

Overall a-share valuation tends to be mature – Alloy Steel Seamless Pipe Manufacturer

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As the recent A-share market approaches the point similar to last year end, the overall valuation of Shanghai Shenzhen 300 Constituent Stock keeps going downward. As the market closed on July 3rd, the P/E ratio of Shanghai Shenzhen 300 index lowered to 10.68x, which is close to the year low record of 10.43x on January 5th, 2012. Such a figure also neighbors Shanghai Shenzhen 300 Index’s 9.37x historic extreme.

Thomson Reuters data shows that by June 29th, the dynamic P/E ratios of Standard & Poor’ 500 Index, Deutscher Aktien Index, Hang Seng Index and Shanghai Composite Index are 12.54x, 9.22x, 9.62x and 9.29x. Analysts pointed out that in terms of international horizontal comparison; there are no huge differences between A-share valuation and mature markets in America, Germany and Hong Kong, etc.. In terms of horizontal comparison, the present A-share valuation is obviously lower than the 998 points on June 6th, 2005 and 1664 points on October 28th, 2008. This is an objective support for enhancing the valuation of Shanghai Shenzhen 300 Index.ex.

The performances of A-share keeps going downwards from 2010 to 2011 and the yearly price drop ranges are 14.31% and 21.68% respectively. After the earlier continuous and considerable decline, the general valuation of A-share market gradually draws together with mature markets.

Judging from the current circumstances, analysts think that though our economic growth slows down, there is little suspense that Chinese economy will grow faster than developed countries like America and Germany in years. Therefore the valuation of A-share market is increasingly attractive.

However, the structural disparity is still significant between A-share market and other markets though the overall valuation of A-share market is drawing close to international developed markets. Thomson Reuters reveals that the industries with highest dynamic P/E ratios are biotechnology (36x), investment (20x) and retail commodity (17x). And the lowest dynamic P/E ratios are seen in air transportation (7x), auto manufacturing (8x) and insurance (9x). In contrast, the industries with best P/E ratios are food and home appliances (22x), non-ferrous metal (22x) and health & medical (20x) and the lowest are banking (6x), railway transportation (9x) and automobile (9x).

Government Supports Private Capitals Move into the Culture Industry

After General Administration of Press and Publication enacted a policy to encourage private capital entering the culture industry, Ministry of Culture also published similar policies.

However, State Administration of Radio Film and Television has not published similar policies. Reporters from China Securities Journal have learned from insiders that reform in the radio, film and television will be slower than that in press and state owned art groups. The private capital has to wait to enter the radio, film and television at least in this year.

GAPP policies primarily focused on supporting private capital apply for national culture industry special funds. It maintains that private capital receive the same treatment with state capital in press park establishment and industry park construction. Ministry of Culture stated that private capital firms will receive equal treatment with state capital firms in terms of projects establishment, tax benefits and regulatory approvals. It also encourage private capital firms including financial institutes, brokerages and culture funds to enter the culture industry.

Cheng Shaofeng, deputy director of culture industry research institute of Beijing University said that, press industry and entertainment industry reforms started relatively early and as a result private capital has high degree of involvements. At present, policies enacted by two main regulatory agencies actually officially acknowledged private capital’s status in the industry and further laid out regulations for participants to follow.

Currently among the public listed companies in the domestic market, press firms have the largest share while radio, film and television firms are next to none. -Press and media industry reform was the fastest therefore privately owned press firm and advertisement firms are abundant with high degrees of market competition. Therefore, it is relatively easy for private capital enter such industries. On the other hand, radio, film and television industries reform has not yet completed yet with planned internet, cable and phone networks combination moving very slow. In addition, many existing firms within the industry still remain bureaucratic. And as a result, private capital still faces resistance to enter into this industry.- Chen stated.

The e-commerce company in China offers quality products such as Alloy Steel Seamless Pipe Manufacturer , AlloySteelSeamlessTubesManufacturer, and more. For more , please visit Stainless Steel Seamless Pipes today!

High-end Luggage Marketing Strategy

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In 2005, the luggage and bag manufacturers are tens of thousands, a total of 865 above-scale enterprises. From the regional distribution, the South and East China is the main distribution zone. Sub-provinces (municipalities / autonomous regions), it seems, the first eight provinces (municipalities / autonomous regions) in Guangdong and the Yangtze River Delta (Shanghai, Jiangsu, Zhejiang) as key areas. China’s major industrial parks bags in Guangdong Province, the Yangtze River Delta, and Hebei.
Production and export of bags in China is big country, but serious deficiencies in the embarrassing situation of the brand. Big but not strong, neither the design nor content of brand value, is a major weakness of China luggage. China’s export unit price of bags is usually only a fraction of imported bags and even a few one-tenth of China’s nearly 300 billion luggage market, most of Louis Vuitton, Gucci and top brands such as Paul, Pier Ka Dan and other foreign brands occupy the mid-authorized, according to incomplete statistics, China-made own-brand market share less than 20%, with more than 20,000 manufacturing enterprises in China, luggage, just in the industrial chain for the developed countries play a manufacturer’s role.
Bags as an unplanned consumer goods, in a few years ago and no cause for concern. Now people around the bag is not a shortage of goods. Not only in the application has been strengthened, decorative also been expanded, a variety of shops and bags have become an indispensable fashion accessories. As an important factor in fashion, bags contains a huge market opportunity, the present situation, there are several large luggage market demand points:
1, changing styles, a wide range of
2, simple style, generous
3, graceful, rich luxury
4, the demand for leisure – the popular cartoon
China bags channel model:
1, Direct mode
2, the regional agency or regional distributor model
3, the franchise mode
China luggage terminal market business model:
1, independent stores
2, shopping center store
3, exclusive department stores (Nakajima, side hall)
4, leather goods market
5, online store
6, the online trading platform
Case: notlie bags marketing strategy
1, Notlie product positioning:
Product lines: leather bags,hand bag, shoulder bags for women, wallet-based; belts, cosmetic bags, canvas bags.
Features: Elegant, sophisticated, stylish, classic, excellent quality, sophisticated technology.
Color characteristics: leading the trend in Asia, China in the international wind off
Price: DISSONNA in with similar or slightly lower than the COBO, this series of brands in the country belonging to the high-end price
The main products sold price :100-500 dollars (fashion handbags category).
Products sold times the price :50-300 (complete product category).
Products target consumer groups: the 22-45 year-old fashion demands of women, have a good career, a higher source of income, young, energetic, dynamic, free no pressure, for high quality of life of people.
2, Notlier business model selection
notlie development of the mainland China market using the separation of production and sales company system, both the company’s total sales by the notlie responsible notlie development of the domestic market, responsible for notlie of network development, dealers choice, branding, sales policy, marketing methods and a series of selection marketing activities. The national headquarters based in Shenzhen, Guangzhou or Shanghai, according to the strength of sunlight conglomerate, choose the form of sales in the country, these forms include the terminal Direct, two major forms of franchising, comprehensive development of the domestic market.
In the sales terminal choice, choose the form of high-end department store franchise based, high-level shopping center stores to highlight the form, in Beijing, Shanghai, Guangzhou, Shenzhen and other large developed cities, select high-end department stores, shopping centers or senior set up flagship stores, brand high-end display is notlie and experience, but also high-end luggage notlie occupy the mainstream of the city to develop a strong market. Selected urban centers in provinces of higher local department store to notlie counter in the form of presence. According to the residents of the cities there are differences in consumption levels, a choice for the development of point of sale terminals. Beijing, Shanghai, Guangzhou and other large cities with higher levels of consumption, should be appropriate to increase the number of point of sale terminal to Shanghai, Beijing, for example, the city should be developed at least 20 or more point of sale terminal.
3, Notlie market selection and development
Notlie development in the domestic market, can be divided into three stages,
The first stage of the Direct or franchises development in Beijing, Shanghai, Guangzhou, Shenzhen and other major urban markets;
Direct the second stage, franchises developed provinces and cities of the developed urban markets;
The third phase of development of other domestic markets (specific marketing strategy will be reflected in later chapters).
Competitive analysis
China is currently on the market in high-end handbags competitors are divided into the following three categories:
The first is the world’s leading luxury goods brands such as COACH, GUCCI, Louis vuitton, etc., their main city in the country a class of high-end department stores to open up a few outlets, such as Beijing, Shanghai, Shenzhen, currently not many outlets in the country, such as only seven in mainland China COACH, GUCCI 14 in the mainland.
The second category is the leading brand, with international brand image in the Chinese market, such as DISSONA, COBO and so on. These companies in the country to join the Direct and the combination of the rapid expansion of the domestic channel, sales distribution more, covering major domestic and municipalities, provincial capitals and other major cities.
The third category is the Volkswagen brand and products to meet consumer demand for middle and low.
For consumers, it is difficult to distinguish between these two types of enterprises. And the second business is essentially to Italy, France, the brand’s image appeared, and a more complete story of the brand and mode of transmission.

Major competitive brand analysis:
1, DISSONA
Shenzhen Jin Shun Industrial Co., Ltd. was as DISSONA general agent in China, currently DISSONA sales outlets in China’s urban centers throughout the provinces, close to upscale department stores in the country established the image of the counter, in the Miss Gao Dang Pijuxiangbao 25% market share in its possession.
Dissona main Ms. shoulder bag, hand bag, wallet and other products, the target consumer group is 25-45 years old focus on quality of life, and have the willingness and ability to improve the quality of life of women.
Dissona-store monthly sales of 30 million or more, the country in the Miss Gao Dang Pijuxiangbao 25% market share in its possession. Total sales revenue of 3 billion yuan.
2, COBO
COBO claims: “brand from Italy in the 1990s to enter the China market”, in fact, produced by the production of COBO Sun Moon Star Leather Products Co., Ltd. Shenzhen, complete, in fact, the domestic brands.
COBO currently has six outlets in Hong Kong, in Beijing, seven points of sale in Shanghai, there are 24 outlets in Shenzhen five points of sale. In China with Hong Kong, Beijing, Shanghai, Shenzhen, four offices.
Ms. COBO products hand bag, shoulder bag-based, end-fabric package price of $ 1800-3000; leather bag Terminal Price 2000-5000 yuan. Same-store sales were 25 million or more months. Excluding Hong Kong, including, COBO annual sales in the country of 1 billion yuan.
3, COACH
COACH of the excellent reputation of the United States from its original spirit and design, adhere to the tradition of making high-level leather, with exquisite craftsmanship, from natural leather lines in the cortex show a sense of quality and durability. “Within reach of the luxury boutique” concept and is confident COACH efforts to create brand image, COACH has a full range of accessory products: purses, briefcases, luggage, travel bags, wallets, jackets, gloves, scarves, watches, glasses, shoes, fashion accessories and so on.
COACH in Hong Kong, China has 12 outlets in mainland China 2 Beijing, Shanghai 3, Shenzhen 1, Xian 1, a total of seven points of sale.
According to monthly sales of 500,000 single-store basis, single-store annual sales income of 600 million, COACH big sales in China takes root in 42 million.

Market forecasts and opportunity analysis of market opportunities:
1978-2006, China’s average annual GDP growth of 9.67%, far higher than the world average of around 3.3 per cent economic growth rate. Significantly improve people’s lives, and the pursuit of high quality of life is the common goal of society as a whole, the high-end consumer goods, luxury consumer goods market demand with the economic development and rapid increase. China luggage products every year to more than 15% of the rate of growth, growth in high-end luggage products faster, which is the development of luggage to bring a good business opportunity.
Gucci, LV, Coach leather bags for women and other famous brands have entered the Chinese market for many years, and achieved a certain market opportunities. The success of these international brands, to DEGER can provide a number of successful experience will help DEGER to open the Chinese market, many in the market to avoid detours.
High-end luggage industry has some barriers to entry, brand, design level, technological level, high-end channel selection and so the entry of other companies have some barriers. As for the Sunshine Group has a solid strength and rich experience in enterprise business bags, barrier is precisely the advantage of their own development.