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Competing Against Bling (HBR Case Study)
By: Stephen Nason, Joseph Salvacruz, J.P. Stevenson
Wei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's…
- Length: 4 page(s)
- Publication Date: May 1, 2017
- Discipline: Marketing
- Product #: R1703X-PDF-ENG
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Wei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign featuring a Chinese singer with a huge social media following among Millennials. But Simon Carbonnier, R&S's chief creative officer back in Switzerland, is dead set against celebrity endorsements and anything that deviates from the brand's long-term value of "understated elegance." Should Song fight for Pearl's new campaign--or not? Expert commentary on this case study is provided by Kent Wong and Martin Ganz.
For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is reprint R1703Z. The complete case study and commentary is reprint R1703N.
May 1, 2017
Discipline:
Geographies:
Industries:
Retail and consumer goods, Retail trade
Harvard Business Review Digital Article
R1703X-PDF-ENG
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- Harvard Business Review Case Studies
Sales & Marketing
Competing Against Bling (HBR Case Study and Commentary)
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Publication Date: May 01, 2017
Industry: Retail and consumer goods
Wei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign featuring a Chinese singer with a huge social media following among Millennials. But Simon Carbonnier, R&S's chief creative officer back in Switzerland, is dead set against celebrity endorsements and anything that deviates from the brand's long-term value of "understated elegance." Should Song fight for Pearl's new campaign--or not? Expert commentary on this case study is provided by Kent Wong and Martin Ganz. This HBR Case Study includes both the case and the commentary. For teaching purposes, this reprint is also available in two other versions: case study-only, reprint R1703X, and commentary-only, R1703Z.
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