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Segmentation, Targeting and Positioning, Marketing Strategies of Cartier.
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The art of being Unique
A Story of Style and Heritage!
1847
Louis-Francois Cartier founded Cartier in Paris, France
1874
1904
1907
Alfred Cartier took over the company, but it was his sons Louis, Pierre and Jacques, who were responsible for establishing the brand name worldwide.
The Santos was Born.
Contract with Edmond Jaeger
History
• Technology Driven Products
• High level Service
• Packaging
• Elegant• Stylish• Reliable
• Satisfaction
• Shizziness
Core Produ
ct
Expected
Product
Potential
Product
Augmented
Product
Cartier Product Concept- The woo factor!
Developments Of Cartier
Refer to Video!
SegmentationGeographi
cDifferent shops
in Europe, Middle East, USA,
Japan, and the rest of Asia.
Psychographic
Luxury as
RewardLuxury
as Function
alLuxury as
Indulgence
Behavioural
Loyal custome
rs
High Product Quality
TargetingBeing considered a "luxury brand” connotes a certain feel of exclusivity, excellent quality, high-level precision and outstanding craftsmanship which makes its target consumers only a small and Niche-type of population.
Its target consumers spend heavily on authentic and famous luxury brands to further enhance their image and position in the society.
Global Positioning• Legacy• Elegance • Fine
craftsmanship
• Consumer Loyalty
Positioning in India• High brand
recall with the Maharajas
• Blending of fine art jewelry with Indian influences
Suggested Positioning• Targeting
the ‘Hipsters’
Positioning
Marketing Mix4Ps - Product, Price, Place, Promotion.
1.Performance -Delivery of superior experience of a luxury
brand.
The Ballon Bleu de Cartier Flying Tourbillion 2nd time zone offers an original combination of two complications: The flying tourbillion and the double time zone with jumping hours!
We have redefined the 4Ps for Luxury Brand Marketing.
2. Paucity- many brands try to maintain the perception that the goods are scarce, and it is meant for the elite class.
3. Persona-Create a world and an aura that is truly exceptional to their brand signature.
4. Public Figures -They continue to garner attention, credibility and impact. Public figures can span from film-stars to music personalities, from sports personalities to royal families and even the designer themselves.
•Excellent Reputation•High Brand Loyalty •High Variety of Specialty Products
Strengths Weakness
Known Predominantly as a Jeweller
It’s Competitors concentrates on Specific Products and are Highly SuccessfulThreats
High Growth in the Luxury Watch Segment in emerging economiesOpportuni
ties
SWOT
Strategy Of Cartier in India
New Marketing Strategies
Understanding the Culture
Government Policies
Focussing on Apparels
Extravagant Advertising
You all are Invited!By,
Sanket Bhawarkar