Proposed Marketing Plan for Lacher Pty Ltd

Proposed Marketing Plan for Lacher Pty Ltd

1. Company Background:

In the year 1925 Frieda Lacher had found the company Lacher & Co together with her companion Ludwig Hummel. From this company name the brand name Laco was derived.

In 1936 Frieda's son Erich took over the company changing its name to Erich Lacher Uhrenfabrik. He then produced the legendary observation watch.

Also in the 1950s the company cared for quality and thus the brand name Laco established itself among the big renowned watch brands of Germany.

(Source: http://www.laco.de/lacoeng/history.html)

Today, Lacher is a small company capable of producing 1,000 watches daily and their four products lines include Pilot, Diving, Sports and Dress watches. The Laco brand is most recognized for its Pilot watches having been one of the five watch making companies contracted by the German Air-force to supply precision watches for fighter pilots during World War 2. This distinction is shared by four other watch companies: IWC, A. Lange & Sohne, Wempe and Stowa.

2. Product Description:

We propose the company focus on the continued development of its most famous product line of Pilot Watches that will be made available and attractive to several new segments of customers. This is the result of thinking through our total product offer.

Nickels, McHugh & McHugh (2009, pg378) describe total product offer consisting everything that customer evaluate when deciding whether to buy something, even comparing other product offers on different dimensions and attributes.

Our iconic pilot watches will remain faithful to its original design but will house affordable and yet reliable Japanese watch movements.