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Collaborating with Breitling Asia

Published on: 22-Nov-2019

Traditionally recognised as a specialised aviator timekeeping instrument brand, Breitling seeks to appeal to the contemporary consumers as a generalist watch brand that offers style and elegance in addition to function and performance. 

As part of the Nanyang MBA B6026 Marketing module, our MBA participants worked in squads to develop strategy proposals to help Breitling achieve its goal.

Two squads – Lions International and 1-derful – impressed the senior management team of Breitling Asia with the rigour of their research and the creativity of their proposals. They were presented with testimonials signed by Mr. Alvin Soon, President of Breitling Asia, and a set of prizes.

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1-derful (left) and Lions International (right) with Assoc Prof Lewis Lim

1-derful, comprising Tamoghna Purkayastha, Lim Boon Hui, Akihiro Mayuzumi, Karen Cui Yuelian and Laura Denise Lutao, shared more about how they tackled this challenging project.

“We started the project by first identifying the problems Breitling was facing through in-depth primary (store visits, surveys and interviews) and secondary research (analysing data from the main database websites and statistics from online watch blogs),” said the group.

From the findings of the research, the squad gained a deep understanding of the current brand perceptions of Breitling, consumer buying patterns, channels of preference, and post-purchase pain points. 

“It gave us a holistic view of the consumers’ experience journey, starting from when they think of buying a watch to post-purchase servicing. We then mapped the strengths of Breitling to the customer needs and created a story around what Breitling should do on a short-term and long-term basis.”

The squad developed six recommendations that were implementable for the company with the results that could be quantified. The squad also provided multiple mitigation plans around each recommendation, as each recommendation would have costs and risks involved. 

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1-derful presenting findings of their research to judges from Breitling Asia.

“We are glad that our project could bring some new ideas for the Breitling management,” shared the group.

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Assoc Prof Lewis Lim, accompanied by Shubrat Dutta, President of the Nanyang MBA Student ExCo, presenting a token of appreciation on behalf of Nanyang Business School to Mr. Alvin Soon, President of Breitling Asia, for his company’s generous support for the class project.



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