The Right Hand Ring Campaign

Agenda

De Beers at a glance

The Right Hand Ring

Changing of attitudes

Keys to success

Singaporean market

De Beers at a glance

• Founded in 1888

• South Africa

• 1939 : Cut, Clarity, Color, Carat.

• 45 % shares of the world rough diamond market

• Since 2001, Joint venture LVMH

• De Beers Diamond Jewellers

• London's Old Bond Street, flagship store

« Diamonds are forever »

100 years of Monopoly on Diamonds

Cecil Rhodes

De Beers Diamond Jewellers in the World

• ASIA

• Japan : 10 shops

• Taipei

• Seoul

• Hong Kong

• Macao

« Diamonds are forever »

• EUROPE

• London : 4 shops

• Paris : 2 shops

• Kiev, Ukraine

• Moscow

• Istanbul

• AMERICA

• USA : 11 shops

• MIDDLE EAST

• UAE – Dubai

the Situation in the 90‟s

Opportunity Gap

• Sales of diamond jewlery < GDP < Sales Luxury goods

• Diamonds Advertising < Luxury goods

• Creat innovative product to spur a 50 % rise of demand in 10 years.

• Buying jewelry like they buy a luxury bag or luxury fashion.

• The new statement : « I am in charge of my life »

De Beers & the Ansoff MatrixThe new target market selection

De Beers Current Product New product

Current

marketsMarket penetration Product development

New markets Market development Diversification

The right hand ring

• New product : Power Ring

• Non traditional product

• North South directions

• Multiples small diamonds

• fun and playful

• Mix and fancy shapes

The Right Hand Ring : New market, New Product

• New market

• Untargeted niches of woman's

• 77 millions 45 - 65 years old

• Married or Single

• Income > 100 000 $

• 2002 : 23, 6 % Woman‟s unmarried

Non-Bridal market for diamond rings is an immense potential

De Beers : The right hand ring

N

Decentred

S

Playful, Mix and fancy shapes

The Right Hand Ring & the new market target

Target

• Independent and accomplished women who wanted

• Baby-boomer women with annual household incomes of $100,000+

• Buy or receive diamonds ring for non traditional reasons

• 35-64 years old

• “…as expression of a woman´s individualism”

• Modern woman

• Without complex

• Free woman

In sum

The Right Hand Ring is a celebration of woman’s freedom

Woman of the 21st Century

The Right Hand Ring

communication is the legitimation of this phenomenon

Communication Strategy Celebrity endorsements

Madonna

Jennifier Lopez

Mariah Carey

Scarlett johansson

Print advertisements

5 – 6 Millions $

Elle, Vogue, Vanity Fair

- Focus in the target

What did the target say?

50% said that the ad's made them perceive diamonds

in a different way

25% consider a fashion diamond ring as their next diamond jewelry

purchase

High-profile

Aspirational

symbol of the product,

infuential, to be worn in public

The right product placement

Sex & the city

Catwoman

Digital Marketing

Select your ring and try to win it

Increase website visits

Increase of emails database

CHANGING OF ATTITUDES WITH THE

COMPANY‟S MESSAGE

De Beers « Diamonds are Forever » Campaign

De Beers « Right Hand Ring » Campaign

Message: It‟s all about her

Persuading each groom-to-be to pay "two-months

salary" for that ring to show how much his love is

worth.

DE BEERS « DIAMONDS ARE FOREVER » CAMPAIGN

Focusing on the love between a man and a woman

Hedonic appeal - the Bigger the

diamond the more you love her.

Affective Advertising Strategy:

Emotional energy and heightened feeling, personal and involved, appeals to the heart.

DE BEERS « RIGHT HAND RING » CAMPAIGN

DE BEERS « RIGHT HAND RING » CAMPAIGN

Message: Your right hand is underdressed

“Empowering" women with a right hand ring

Cognitive Advertising Strategy:

Statement of individuality, personal achievement, self indulgence, self-concept..

Stimuli:

Symbol of accomplishment

"Catwomen of the world, raise your right hand!"

Catwoman - credible spokesperson

Halle Berry - good match up

KEYS TO THE SUCCESS

Adopted the « Right Hand Ring » concept

Keys to success

MAO

Motivation

Ability

Opportunity

Nature of Involvement

Cognitive Affective

High

Low

Values

Keys to success

Exposure

Attention

Perception

Memory

Attitude

Change

Individualism

IDEAL STATE

ACTUAL STATE CHANCE

NEED

¿? ¿?

Key to success

SINGAPORE?

YES

Singapore

Target of the Riight Hand Ring

• Independent and accomplished women who wanted

to buy or receive diamonds ring for non traditional reason.

• 35-64 years old

• “…as expression of a woman´s individualism”

• Modern woman

• Without complex

• Free woman

Cultural

Factor

Singapore

too different cultures to find a target enough

for the successfull of the campaigne?

Five Cultural Dimensions

Power distance

Individualism VS Colectimism

Masculinity VS Feminity

Uncertainly avoidance

Long / short term Orientation

Singapore

Power distance Index

The degree of inequality among people that is

viewed as being equitable

South Korea 60 Japan 54

Singapore 74

Singapore

Individualism / Colectivism

The degree to which people prefer to act as

individuals rather than group members.

South Korea 18 Japan 46

Singapore 20

Singapore

¿Masculinity VS Feminity?

Refers to the distribution of roles between the

genders which is another fundamental issue for any

society to which a range of solutions are found.

South Korea 39 Japan 95

Singapure 48

Singapore

Uncertainly avoidance

The extent to which people in a given culture prefer

structured situations with clear rules over

unstructured ones.

South Korea 85 Japan 92

Singapore 8

Long term orientation VS short term:

Singapore

Long term orientation

-persistence

-ordering relationships by

status and observing this

order

-thrift

Short term orientation

-personal steadiness and

stability

-protecting your „face‟

-respect or tradition

-reciprocation of

greetings, favors, and

gifts

South Korea 80 Japan 75

Singapure 48

SingaporeIn sum

Country PDI IDV MAS UAI LTO

Japan 54 46 95 92 80

South Korea 60 18 39 85 75

Singapore 74 20 48 8 48

But…..is this enough to consider the market?

8

Singapore

Globalization IndexTop ONE on the world

according to E.T Kearny

Where are the best

places to focus the

campaign

the global connectivity, integration and

interdependence in the economic, social,

technological, cultural, political, and

ecological spheres.

Close to the Business Areas

Singapore

Suntec City

Central Business District (CBD)

Raffles Place

Orchard

Vista Xchange

Singapore

Singapore Target

The Right Hand Ring

Independent

Self-confident

Free

Modern

Without complex

Questions?