Chapter 18- Sales

Sales are basically what every company is built for. All of the Strategic planning, advertising, target marketing etc., serves one purpose to companies, for products to sell. Breitling is a company that has a very casual approach to consumers in terms of getting their watches to sell. As said in previous posts, there is no true need for a $2,000 watch. Luxury items like Breitling do offer reliance and class, but a consumer can get a reliable and classy watch for well under $500 if needed. There is no loyalty programs or samplings for customers at a company like Breitling. Although Breitling does spend millions of dollars advertising their business, There aren't any other avenues used by them to increase sales such as contest and sweepstakes.  When making a purchase as high end as a luxury watch, the customer will most likely not be coming back to buy another next week, the way theybuy grocery weekly. Therefor customer loyalty programs and things of that sort to lure customers in is not necessary for Breitling to increase sales. What is necessary and can beneficial to Breitling is lead generation. By Breitling enforcing lead generation they know exactly where to avertise their products and in what geographic areas to open their stores. The new store on 5th avenue is a perfect example of that.

Travolta does Breitling photo shoot

Breitling Flagship Store Opening in NYC!

The opening of a Breitling retailer is coming to New york City in the fourth quarter of 2010. It will be in the area of the fashion/tourist paradise, 5th avenue. Located next door to top fashion designer Yves Saint Laurent.

Chapter 17- Advertising & Public Relations

Advertising and public relations are two of the most important factors of marketing. Advertising is a way for a company to gain the attention of the public consumer’s eye. All outlets from magazines, billboards and television commercials are used for advertising. Companies also use Celebrities and Athletes as advertising tools for their products. Sports wear companies like Nike use famous Athletes such as Michael Jordan and Lebron James as faces to sell their sneakers and clothing to millions of people. Companies realize the powerful influence Celebrities can have on a consumer's decision making. If Advertised correctly, the sales from a Celebrity endorsement can bring in a large amount of revenue. In 2005 Breitling signed A-list actor John Travolta on as the main spokesperson for advertising of the brands watches. Aside from John Travolta being a public influential icon, he is a registered Pilot. Being that Breitling is a popular brand in the flight community it was a great marketing decision on Breitling’s behalf to sign Travolta. There are many ads in magazines like GQ with Travolta modeling Breitling watches.

Chapter 15- Retailing

Retailing is strongly thought out when a company is deciding what type of retailer to have their merchandise placed in. If a company produces sporting goods it would probably look past the retail outlets such as supermarkets and convenience stores. Selling sporting goods would more than likely land your product in a specialty store such as Modell’s. A jewelry/watch company like Breitling is also likely to have its items sold in a specialty store like a jewelry shop. Benny & Co. is a Jewelry company that has two New York City locations. Benny privately runs his business, and obviously solely focuses on quality jewelry such as diamond encrusted Breitling watches. Breitling doesn’t have its own flagship store in New York City, so known jewelry dealers like Benny are the perfect outlet for known companies like Breitling to authorize their dealings to the consumer with.

Chapter 6-Consumer Decision Making

Decision-making can either be a very broad aspect for a consumer when deciding on a purchase, or a very simple one. Being that studies prove majority of purchases are not planned and made on impulse, we can conclude that most of consumer decision-making doesn’t take much pre-meditation. But, for that minority of purchases that does take a deeper thought process from the consumer, there are plenty of areas the decision has to take into consideration. For example, A Breitling customer would most likely not make "need recognition" the number one priority, being that there is arguably no real need for a watched priced over $1,000, when you can get a great quality watch priced well below $500. “Evaluating alternatives” might be an aspect a Breitling customer considers, for example shopping around to see if another jeweler will give him/her a better deal. The strongest part of a Breitling customers decision process to purchase a high end watch, would have to be, Information search. When buying something as expensive as a Breitling watch, a customer knows about the product they are exchanging their money for and most likely has an understanding of why the product is priced the way it is.

Chapter 5-Developing A Global Vision

Global Marketing is a major aspect of a companies business. Breitling and Bentley motors are two Global companies that decided to joint venture to create Bentley edition watches. Breitling is a Switzerland based watch company. Switzerland is known to produce the highest quality watches in the world. Bentley Motors is a British based automobile company that produces some of the highest quality and prestigious cars in the world. These two companies creating their joint venture was a perfect way for both to gain the attention of high-end consumers around the globe. It brings the attention of Bentley customers to the high-end watches and Breitling customer’s attention to the prestigious vehicles. The two companies connecting makes perfect sense, being that their individual consumers are more than likely to be the class of customer that can afford purchasing from either company.

Breitling and Bentley also share a similar wings logo.