KẾ HOẠCH MARKETING QUỐC TẾ CHO ĐỒNG HỒ CURNON

UNIVERSITY OF FINANCE - MARKETING
FACULTY OF MARKETING

--------------------------------------------CLASS: CLC_17DMA2

INTERNATIONAL MARKETING PLAN
FOR CURNON IN CAMBODIA 2020
Lecturers: MBA Ngo Minh Trang
Group: 6

HCMC – October 2019


UNIVERSITY OF FINANCE - MARKETING
FACULTY OF MARKETING

--------------------------------------------CLASS: CLC_17DMA2

INTERNATIONAL MARKETING PLAN
FOR CURNON IN CAMBODIA 2020
Lecturers: MBA Ngo Minh Trang
Group: 6
No.

Member

Student’s code

1

Pham Quang Thuy

1721001634

2

Do Thanh Ngan

1721000602

3

Trinh Quoc Bao

1721000655

4

Phan Hoang Bao

1721000654

HCMC – October 2019


Contents
1. Introduction .............................................................................................................1
1.1. Overview brand and main product ...................................................................1
1.2. Overview brand and main product ...................................................................2
1.3. Primary entry strategy ......................................................................................2
2. Research Methodology ...........................................................................................3

2.1. Qualitative methods .........................................................................................3
2.2. Quantitative methods .......................................................................................5
3. Situational Analysis ................................................................................................6
3.1. Company Analysis ...........................................................................................6
3.2. Market Analysis ...............................................................................................7
3.2.1. Economic Environment .............................................................................7
3.2.2. Social and Cultural Environment ..............................................................8
3.2.3. Demographic Environment .......................................................................9
3.2.4. Nature of Demand ...................................................................................11
3.3. Competitors Analysis .....................................................................................11
4. SWOT Analysis ....................................................................................................13
5. Objectives .............................................................................................................15
6. S-T-P Strategy.......................................................................................................16
7. Marketing-Mix Strategies and Tatics ...................................................................18
7.1. Product Strategies...........................................................................................18
7.2. Place-Distribution Strategies ..........................................................................26
7.3. Price Strategies ...............................................................................................31
7.4. Promotion Strategies ......................................................................................35
8. Planning Budget ....................................................................................................38
8.1. Planning Assumption .....................................................................................38
8.2. Forecast Sale and Cost ...................................................................................38
8.3. Forecast Profitability ......................................................................................40
9. Implementation & Control ....................................................................................41
10. Reference ............................................................................................................41


1. Introduction
1.1. Overview brand and main product
Curnon is a product line of a project of a number of young Vietnamese to bring
high-class products from the country to fashion-loving consumers. Up to now, most

high-end watches in Vietnam are mostly imported or carried by foreign brands. With
concern about quality, beautiful, luxurious, youthful and stylish watches, a group of
young people have cherished and created a unique Vietnamese watch brand.
Surprisingly, Curnon watches with minimalism design made many people feel
extremely excited and eager to own. At the beginning, although there was confidence
in the product, there were quite a few people who doubted the possibility of
developing a Vietnamese brand among many foreign brands. However, contrary to
those doubts, Curnon became a phenomenon for young people and fashion watch
lovers because of its minimalist but classy design, and the price is reasonable with
the income of many people. number of Vietnamese people. Although manufactured
in Vietnam with Vietnamese skills, Curnon's products are not inferior to international
fashion watch brands. In addition to beautiful design, Curnon's apparatus is also rated
as "genuine", 3ATM water resistant, equivalent to a rating equivalent to a water
resistant level of 30m. This means that with a Curnon watch, you can not worry when
go in the rain, wash your hands, fall into water. Not to mention that, Curnon also
regularly launches product lines with different personalities for many consumer. So
far, Curnon has created a community that loves the product lines of this brand quite
aggressively. Many of Curnon's product lines are in the process of being completed,
but the number of previous orders has exceeded expectations. Even, many product
lines "sold out" and forced Curnon to restock after a while of launch. After 3 years of
operation, Curnon has officially had 4 stores in Hanoi and Ho Chi Minh City and one
e-commerce channel to online shopping.

1


1.2. Overview brand and main product
Cambodia is predicted to grow 7.1% in GDP in 2019 while the average income
is expected to be 1500 USD. This mean the Cambodians are wealthy enough to create
new demand for jewelry like wrist watch.

Cambodia and Vietnam are both members of ASEAN who are benefit from the
CEPT.
Cambodians who are living in Phnom penh have a huge demand of using wrist
watch because the middle class and upper class are working there.
Geographic advantage.
The object that Curnon targets is young people who love to experience,
enthusiasts of elegant fashion watches. Recognizing that Cambodian youth can also
experience Curnon watches and Cambodia markets, customer segment is almost
similar to Vietnam

1.3. Primary entry strategy
WHOLLY OWNED SUBSIDIARY
- Fully control every activities of the company in Cambodia.
- Getting maximum the profit.
- Avoiding conflict of share in the civil of the company.
- Reacting problems in time.
- Taking all the risk from the new market.

2


2. Research Methodology
2.1. Qualitative methods
Focus Groups
Invite 10 people in the segmentation first using our products about 1 hour,
collect ideas from them by our question. Ask questions about their wants, needs, and
value they are willing to pay.
Preparing For the Focus Group:
Carefully develop your focus group questions. Focus group should generally
last 1 to 1/2 hours, which is usually enough time to cover 5 or 6 questions.

Call potential participants to invite them to the meeting (e.g., age group, status
in a program, etc.). Select participants who are likely to participate in discussions and
who don’t all know each other.
Send a follow-up invitation with a proposed agenda, questions up for discussion,
and time/location details.
Three days before the focus group, call each participant to remind them of the
meeting.
Planning the Session:
Schedule a time that is convenient for most people. Plan the focus group to take
between 1 or 1/2 hours. Lunchtime or dinnertime is usually a good time for people,
and serve food, they are more likely to attend.
Find a good setting, such as a conference room, with good airflow and lighting.
Configure the room so that all members can see each other. Provide nametags as well
as refreshments. If focus group is at lunch or dinnertime, be sure to provide food as
well.
Set some ground rules for the participants that help foster participation and keep
the session moving along appropriately.

3


Make an agenda for the focus group. Consider the following: Welcome, review
of agenda, review of the goal of the meeting, review of ground rules, introductions,
questions and answers, and wrap up.
Facilitating the Session:
Introduce company and watches lines of Curnon
Explain company need and reason for recording the focus group discussion.
Carry out the agenda.
Carefully word each question to the group. Before a group discussion, allow
everyone a few minutes to carefully record his or her responses or answers. Then,

facilitate discussion around the answers to each question, one at a time.
After the discussion of each question, reflect back to the group a summary of
what you just heard. If you have a note-taker/co-facilitator, he or she may do this.
Ensure even participation among the group. If a few people are dominating the
conversation, then call on others. Also, consider a round-table approach in which you
go in one direction around the table, giving each person a chance to answer the
question.
Close the session by thanking the participants and telling them that they will
receive a copy of the report generated as a result of the discussion.
Immediately After the Session:
Verify that the audio or video recorder worked throughout the entire session.
Make any additional notes on written notes.
Write down any observations was made during the session, such as the nature
of participation in the group, any surprises of the session, where and when the session
was held, etc.

4


2.2. Quantitative methods
Test Markets
Steps to Implement a Test Market:
Set the Marketing Objectives: (Next chapter) Objectives can be based on the
following quantitative measures: Market Share, Sales Volume, proportion of the
target market who try the product or make repeat purchase, length of the purchase
cycle, levels of consumer satisfaction, distribution levels achieved, etc.
Select the Test Market type: Controlled Test Markets
Controlled Test Markets: Provide us with an artificial testing venue that is low
price. Two companies offer controlled test markets: ACNielsen's Scantrack and
Information Resources Inc.'s BehaviorScan. Controlled test markets are used most

often with new product introductions. With a controlled test market, the research
supplier offers us a panel of stores in Cambodia. Suppliers monitor the checkout
scanner data to measure initial and repeat purchases as well as the sales of competitive
products. Distribution of the marketer's brand is "forced" into these stores. This has
an advantage and disadvantage. The advantage is that distribution is guaranteed. The
disadvantage is that we cannot gauge retailer's reactions to the new product. Other
disadvantages of controlled test markets are that competitors can look at the new
product before its national launch. Another concern is that even though the Scantrack
and BehaviorScan propriety models are very sophisticated, it is questionable whether
the shoppers at the test stores actually represent "average" targeted consumers for the
brand being test marketed.
Establish a budget: include the cost to produce the product for the test market,
all research costs, and all marketing costs, including the production of promotional
materials and the cost to distribute promotional messages.
Develop detail test plans: These plans cover manufacturing, target market
definition, product formulation, distribution, pricing, and promotion.

5


Select the Test Markets: Marketing Department typically will require two test
markets and a control market. Test markets should be geographically dispersed are
provide a good representation of the national target market. The test market should
run for 6 to 12 months, or longer for products with a long purchase cycle. The test
markets should have a wide variety of media outlets.
Execute the Test Plan
Analyze the Results

3. Situational Analysis
3.1. Company Analysis

Founded in 2016 CREATIVE PRODUCTS DEVELOPMENT JOINT
STOCK COMPANY, the company is the founder of the first brand for a Vietnamese
watch brand named "CURNON WATCH", although there are many Opinions are
mixed, but generally CURNON is still well received.
With an initial charter capital of VND 1 billion, the company is a startup project
of young investor Quang Thai, who is also the CEO of the company. After nearly two
years of unsuccessful business, Quang Thai has called for funding from the Shark
Tank Vietnam program, to increase the enterprise value to over 20 billion VND, and
also increase product awareness for consumers
Being skeptical about the product that was worn on him, made in Vietnam, but
importing Japanese machines and completely assembled in China, but to confirm the
quality, CURNON showed customers the quality of service and care. Customer
service is extremely good in Vietnam. Famous watch companies such as DW, or
Curles, are assembled and processed in a third country like China, simply because of
cheap labor costs and China. had a lot of experience in watchmaking. Up to the
present time, the product has not been strongly influenced by quality, besides
CURNON always listens to customers, adding some textures such as Trong Dong to
add aesthetics to the product.

6


Curnon currently has 4 large stores in 2 areas: Ha Noi and Ho Chi Minh City.
HCM, and a major distributor in Can Tho. Last year's revenue reached over VND 5
billion, equivalent to more than 2300 units sold, the profit margin was 23% with an
average price per product of VND 2,100,000. Sales from nearly 70% are through
websites, websites, and the rest are retail and distribution to distributors. After the
first round of fundraising, Curnon has been building more stores of the company in
Hai Phong or Da Nang, in order to serve consumers' desire to buy directly.

3.2. Market Analysis
3.2.1. Economic Environment
• GDP: 24.523 bill USD
• Inflation: 2.5% (2018)
• Developing rate:7.5% 2018e
• GDP per person: 1508 USD
• PPP: 4334 USD
Source: World Bank
Cambodian wrist-watch import:
Imported value

Types
WRIST-WATCH,
CASE,

BASE-METAL 4.1 M

AUTOMATIC

WOUND

TRADE
WRIST-WATCH,

BASE-METAL 5.59 M

CASE, BATTERY, WITH HANDS
TRADE
WRIST-WATCH, PRECIOUS METAL, 7.48 M
AUTOMATIC WOUND TRADE

7


WRIST-WATCH, PRECIOUS METAL, 0.811 M
HAND WOUND TRADE
WRIST-WATCH, PRECIOUS METAL, 0.289 M
BATTERY, WITH HANDS TRADE
WRIST-WATCH,

BASE-METAL 0.175 M

CASE, BATTERY, OPTO/ELECTRIC
TRADE
WRIST-WATCH,

BASE-METAL 0.06 M

CASE, BATTERY, OTHER TRADE
WRIST-WATCH,

BASE-METAL 0.048 M

CASE, HAND WOUND TRADE
WRIST-WATCH, PRECIOUS METAL, 0.192 M
BATTERY, OTHER TRADE
Total

18.745 M

Source: OEC
The wrist-watch imported is 18.745 million US dollar in 2017 which is
considered as the total demand of wrist-watch in Cambodian market.

3.2.2. Social and Cultural Environment
Because of the development, Cambodians are getting more modern in their
fashion with accessories such as jewelry, neckless,…. Their abilities are enough to
buy these luxury accessories. However, they still keep the majority of their old
culture.

8


3.2.3. Demographic Environment
• Population: 16,541,096 million people
• Average Age: in Cambodia is 24
• Population ratio in Urban and Rural Area: 23.8% (3,923,699) living in Urban area.
• Group of population

Age
Group

Male

Male
%

Female

Female

%

Age Group

Age Group's

Population share of total
population

0-4

907,287 51.00%

871,690

49.00%

1,778,977

10.64%

5-9

893,050 50.98%

858,560

49.02%

1,751,610

10.48%

10-14

839,051 51.17%

800,693

48.83%

1,639,744

9.81%

15-19

732,950 50.19%

727,375

49.81%

1,460,325

8.73%

20-24

773,818 50.63%

754,488

49.37%

1,528,306

9.14%

25-29

809,446 50.93%

779,853

49.07%

1,589,299

9.51%

30-34

602,128 48.51%

639,170

51.49%

1,241,298

7.42%

35-39

796,606 48.34%

851,364

51.66%

1,647,970

9.86%

40-44

293,031 46.74%

333,868

53.26%

626,899

3.75%

9

Age
Group

Male

Male
%

Female

Female

%

Age Group

Age Group's

Population share of total
population

45-49

380,180 47.39%

422,008

52.61%

802,188

4.80%

50-54

341,437 46.59%

391,385

53.41%

732,822

4.38%

• Cities population
Top 5 cities with most population in Cambodia
1

Phnom Penh

1,573,544

2

Takeo

843,931

3

Sihanoukville

156,691

4

Battambang

150,444

5

Siem Reap

139,458

Cambodian population is in the golden age which the majority of their age is 24
who are in the working class. It explains why Cambodian GDP has increased
dramatically as 7.1%, fastest in South East Asia. However, there is only 23.8% of
population are living in the urban area who are plurality working in the office.
There are only 2 big city which are Phnom Penh and Takeo with the population
are 1,573,544 and 843, 931 respectively. However, people living in Phnom Penh is
having the higher income.

10


3.2.4. Nature of Demand
According to Checkinprice, the average income of Cambodian is 182 US dollar

per month while in Phnom Penh, the average income is 270 US dollar, about 1.5 times
larger.
The EIU report estimates Phnom Penh’s median household income was $10,900
per year in 2015, compared to $12,400 in Bangkok
Based on the information above, it is easy to recognize that the demand of the
Cambodians is increasing because of the higher income. This will produce more
demand related to fashion accessories. For example, better jobs make people getting
more income. Therefore they need to enhance their outfit and appearance which will
more suitable for their jobs. Catching this change related to the income growth,
Curnon will provides marketing campaigns to take as much as possible the demand
of this segment.

3.3. Competitors Analysis
DW WATCH
Daniel Wellington (or DW with stylized reverse D) is a Swedish watch
company, founded in 2011 by businessman Filip Tysander (he was born January 25,
1985). Daniel Wellington is headquartered in the heart of Sweden's capital
Stockholm, with branches in more than 25 countries
In 2011, with just $ 15,000 in hand, Filip fulfilled its dream of creating simple
but not simple Nato fabric watch bands. Only a very limited initial capital has brought
tremendous revenue, up more than 14,000 times in 4 years (falling to 220 million).
Starting as a personal product, but after only 8 years, DW earns an average of $
220 million each year, with profit margins ranging from 48 to 52%. Tinh so far DW
has been present in 25 countries including Cambodia. Becoming the most influential
brand in Europe in 2017, DW created his own story on the world market.

11


Originated as a country of excellence in detail and craftsmanship - Switzerland.

DW creates products with low-price segment but no less durable and trendy. The
machine is imported from Japan, Miyota and fully assembled at the Even Shenzhen
factory, which has a cheap labor force and low processing costs, so the cost of a watch
ranges from $ 150 to $ 240, very accessible to consumers.
CASIO WATCH
Casio brand was born in April 1946, the founder is Mr. Tadao Kashio. Casio
officially entered the watch market in 1974, with their first watch line being
Casiotron. CASIO is a Japanese consumer electronics company whose products
include computers, electric pianos, watches and camcorders. Products of the company
are aimed at students and children, because they are easy to use.
With a wide range of products such as electronic watches incorporating annalog
and quartz, CASIO can be said to be the most sold product in the Asian market. With
a design that goes against the age of being increasingly compact, CASIO offers a
unique style of watches that have a rough but extremely dynamic appearance, water
resistant, water resistant, shockproof, or even passing cars without harming the
quality of the product, quickly won the hearts of consumers.
Integrating many features, saving passwords or having dates and schedules, but
a custom CASIO watch costs from $ 50 to $ 200 an extremely low price compared to
the value of the product. The evidence is that the G-shock series, which is CASIO's
best-selling product line at the moment, has more than 2 million units sold in the past
10 years, enough to see CASIO's back as such a big institution.
UNBRANDED GOODS
Currently, fake goods and floating goods currently account for 80-90% of the
market, the watches have sophisticated designs, originating from countries in the
region such as China ,; Taiwan. The products have sophisticated copying, making it
difficult for both the buyer and the distributor to recognize. Counterfeit goods have

12

been very popular in Asian countries, especially in poorly developed countries,
because consumers do not care much about this issue.
Cost of industry
The fashion industry is considered to be Cambodia's live industry with 1,200
garment factories with more than 800,000 workers. The fashion industry is worth up
to $ 5.5 billion. Export turnover in the last year reached $ 3.5 billion (according to
KHMER TIME). Cambodia has many brands such as H&M, ZARA, or big brands
focusing on.
Knitting brands tend to penetrate into the Cambodian market more, investors
employing peanut pine workers in places where the strings are bigger. According to
a preliminary survey of KHMER TIME, more than European exports reached.

4. SWOT Analysis
STRENGTHS

WEAKNESS

S1. Financial & Strategic potential

W1. As a startup, capital is still low

S2. Despite being a young star-up W2. Awareness is still low
company, they launched 33 models W3. Product quality is not really
S3. Combines the designs of popular,

consistent

trend and the style of Vietnamese W4. Doubts about the quality because it
into their products
S4. Vietnam’s

first

is assembled at Chinese factories
watch

brand, W5. Some

designed by Vietnamese
S5. Vietnam’s

first

watch

brand,

leather straps and glasses
W6. Customer

S6. Quality of customer care, pre- and
advice,

create

heterogeneous products such as

designed by Vietnamese
post-purchase

materials

care

employees is not equal.

always W7. Not key product yet

interested in suggestions, and timely
remediation of false protections

13

quality

of


OPPORTUNITIES

THREATS

O1. Increasing income will enhance the T1. The average income of Cambodian
demand in recent year, Cambodians

is

have developed a bout fashion

customers who are not in our target

O2. Generally, people in 15-40 is very

182

USD

which

means

will never buy our products.

focus on their outlook while the T2. Cambodians are interested in only
average age of Cambodian is 27

accessories with the suitable style

O3. Phnom Penh citizen has the average

of their religion.

income per year is 10,900$, which is T3. Curnon is a new brand without any
considered as the middle class.

awareness by the Cambodians

O4. Tax advantage.

therefore it is very hard to compete

directly with its competitors.

TOWS Strategy
SO Situation

ST Situation

SO1. There are psychological investors,

ST1. There are many catchy designs

favorable strategies for

which in the future there will be

understanding the target audience

more to serve the customers who

SO2. Low price product on the market,

prefer religion.

suitable for personal income per

ST2. The variety of products can help

capital in the capital here

the problem of competing with

SO3. Being a Vietnamese product with a

counterfeit and fake products

reasonable price policy compared

more stable, helping customers

to other European countries will

not to get bored.

also create a competitive advantage

ST3. Cambodians who have been

for the company.

doing business with many
Vietnamese businesses for many

14


years, will have a place as well
as trust from people.

WO Situation

WT Situation

WO1. Enterprises need to call for more

WT1. Need to focus and care about the

capital in Vietnam

product, product development

WO2. Replicate awareness by media

not only on price but also on

activities, advertising, banners

quality. minimize competition

WO3. Focus on developing key

from smuggled products from

products, not developing mass

Switzerland

products, taking one or a product
line into mass

WT2. Developing images that feature a

specific ancient image such as

WO4. Focus on developing service

Angkor Wat.

strengths, such as on-site
consulting, after-sales customer
service, after-sales service,...

5. Objectives
International Objectives
Building a Vietnamese strong watch brand which can compete to others
international brand in other countries at the same segment. However, the market in
Vietnam exist a lot of strong international brands. Therefore Curnon need to go global
but finding small market which has no big or strong brand, building an empire in 5
years then come back.
Market Objectives
Enhancing the awareness which will be considered as taking Cambodian market
share from 1% to 10%.

15


Curnon also want to increase the wholesalers system to widen the distribution
which help Curnon to reach as much customers as possible with the lowest cost. The
target is have about 10 wholesalers in every cities in top 5 biggest cities in Cambodia
in 5 years.
Year 1

Year 2

Year 3

Year 4

Year 5

Market share

1%

3%

6%

8%

10%

Wholesalers

0

10

20

35

50

6. S-T-P Strategy
SEGMANTATION
Segment 1

Demographic

Geographic

Segment 2

Gender: Both
Age: 24-32yrs
Job: officer (engineer, doctor,
educator,…)
Income: $400-$650$/month

Gender: Male
Age: 33-45yrs
Job: officer (engineer, doctor,
educator,…)
Income: $500-$1000$/month

Urban cities, capital of
Cambodia

Urban cities, capital of
Cambodia

• Settled down & improve their • Holds a number of positions
life
in the company and has a
social status
• Brave dare to accept the
• In the process of stable
challenge
Psychographic
knowledge and status

16


• Practice effort themselves,
young and lead a healthy life
style
Behavioral

• Dare to face challenge
• Use quality product at
reasonable price
• Like fashion product, but not
less elegant

• Respect the practical values,
concern about pricequality
products without concern
about price prefer quality
meditation over fashion.
• No longer dynamic , focus on

the issue of elegance

TARGETING
Chosing targeting is segment 1 because this is the age group that accounts for
the majority of the Cambodian population of 27%. concentrated in big cities to study
and work like Phnom Penh. they respect gray matter, respect real values and always
want to learn more new things from regional countries.
Young people, living mostly in big cities. They have a fast-lived lifestyle and
think well about society. Respect real customer who want to buy products that are
stylish and yet trendy, but at a relatively low price. they will choose a small branded
product over counterfeit or non-branded products. I can pay from 50 $ -120% 1 month
for buying fashion products
POSITIONING

17


CURNON we position is a product of medium quality, but no less durable, the
machinery as well as equipment are imported from Japan or Sweden for the
production.
About the model, CURNON the number of products that the company now has
is 57 products, can meet the needs of many customer segments. especially KASHMIR
CLASSIC product line with a design that minimizes details, but still extremely
calendar for users.
CURNON is a product with a low price compared to the general market of
watches in the region
In general, CURNON position itself as a product of high fashion, medium
quality and low price to easily reach consumers.

7. Marketing-Mix Strategies and Tatics

7.1. Product Strategies
The company has products for both men and women
Outstanding anti-scratch sapphire glass and protects the watch face always
shiny
Case material: 316L stainless steel - is the standard of a high-end watch, helping
your watch endure with time
3ATM water resistant - A feature that makes you confident and comfortable in
everyday activities.
Change strings easily - Transform your style in 30 seconds without the need for
any specialized tools
Color: Generally, curnon has 2 main colors: white and gray black. These colors are
dark colors, extremely suitable for young consumers, both showing elegance and also
adding dynamism when using the product. Show that the wearer is a modern person

18


Face of watch: The main face is the main square and round, circle for men, showing
the sophistication and quality of the product. Squares for women with a slightly stiff
design creates a decent and stylish for the user
Strap of watch: Strap of type. The first is the leather usually reserved for those who
want to be mature and luxurious when meeting with partners or customers. The
second type is made of rubber bands, for those who are uncomfortable with the
material of leather straps, rubber quality A 360 helps elastic rubber belts very well.
Despite being a rubber band, it is still luxurious and eye-catching
FOR MEN:
NAME
TYPE

PICTURE

MEANING OF PRODUCT

KASHMIR

Youth's philosophy of change and
movement is also what Kashmir Curnon's first line of watches
pursues in every design. Fashion,
creation and youth aspiration are
the manifests you'll take with you
along with Kashmir

WEIMAR

A city known as the cradle of topnotch

Bauhaus

art,

Weimar

represents values and inspirational
stories. With a design that is a bit
classic

but

not

cumbersome,

Weimar is the highlight on the
wrist

of

devotees

minimalism.

19

who

love


COLOSSEUM

Inspired by the historic Roman
Colosseum, Colosseum was born
to represent the vigor, adventure
and determination to conquer
every desire of an adult man. A
modern 42mm face design, solid
with 2 unique sub-dials will make
you stand out and personality like
never before.

MYKONOS

Associated with the myth of the
battle between Zeus and the Titans,
Mykonos

-

Curnon's

first

rectangular face watch for men
was born with an angled, daring
and reckless voice and modern
details.

Adorned

with

classic

design background.
FOR WOMEN:
NAME

PICTURE

MEANING OF PRODUCT

TYPE

MELISSANI

Inspired by the pristine natural
beauty such as "the fairy from the
myth", Melissani brings all the
beauty of a dream watch for
women: personality, charm and
mystery 32mm diameter, easily

20


matched with leather and metal
bands, suitable for all your favorite
fashion styles.
MORAINE

Heavenly Lake, also known as the
Jewel of Canada, Moraine is
Curnon's first 28mm watch with a
sophisticated

and

minimalist

design based on the "Less is More"

philosophy.

Neutral

tones

or

luxurious rose gold are always
suitable for you to shine on every
occasion.
HAMILTON

As a romantic island in Australia
far away, Hamilton represents the
joy, energy and summer spirit of
the woman. Moreover, this is the
first product line for women with a
domed glass surface to help you
add a more attractive and elegant
look

SANTORINI

Dubbed the "paradise island" of
Greece,

Santorini

embodies

perfection, unique between classic
beauty and contemporary Retro
style.

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PRODUCT BRAND
A trademark is an asset that has been built for a long time, so it cannot be
arbitrarily changed, so each brand name must be clearly demonstrated by a trademark
strategy. The basic identification marks of a trademark are their names, logos, colors
and identification characteristics
Name : CURNON both strong and unique. Fonts are designed. Capital letters
with special black fornt, white background expresses strength and creativity
Basic characterestic : Wrist-watch
Logo : is the abbreviation of the roman symbol, meaning "WHY NOT" gives
consumers especially young people a thought about life and incidents tied. "WHY
NOT" is also a reminder of the people who wear it, always saying why not to yourself
so that you can go beyond the limits.
Slogan : “ WHY NOT “ Curnon wants to put all those feelings into one product,
something you can always carry with you, always be inspired, and that's the watch.
Hopefully Curnon will grow so strong that we can prove what the world can do, so
can our young people.
In addition, CURNON also chooses places, as well as big cities to name their
products, most of the destinations are famous places or cities. CURNON wants
products to be so beautiful, strong and majestic, poetic and lyrical as places
Product: to get a product, the latrine must always invest from the smallest
details

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