SlideShare una empresa de Scribd logo
1 de 15
Descargar para leer sin conexión
Indian Luxury
Market size by
Value
• USD 4.76 Billion (2009)
• CAGR 13% (2007-2009)
Indian Luxury
Product Market
by Value
• USD 1.5 Billion (2009)
• CAGR 15% Approx. (Across Product Categories)
Indian Luxury
Watch Market
• USD 1,66 Million (2008)
• 20% Growth per annum (Approx)
• USD 1,99 Million (2009) (Approx)
Industry Overview
Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII –
A.T. Kearney Report, October 2010
Luxury
Watches
Haute
Horlogerie
Audemars Piguet,
Blancpain, Breguet,
Girard-Perregaux, IWC,
Jaeger-LeCoultre, Patek
Philippe, Vacheron
Constantin, Franck
Muller, Zenith
Women’s /
Jewelry
Bvlgari, Cartier,
Chopard,
Piaget
Prestige
Breitling, Hublot,
Omega, Rolex,
Tag Heuer
High Range
Baume & Mercier, Ebel,
Longines, Montblanc,
Raymond Weil, Rado
Market Segmentation
Criteria: High Dollar Value (Price) and Brand Specialty
Source: Watch Market Review, February 2010
The Indian law states that single-brand foreign retailers are permitted to
invest up to 51 percent in a joint venture with a local firm. Richemont had
recently forwarded its FDI proposal to set up the Cartier joint venture with its
Indian partner Navratna Bharat Retail Pvt. Ltd., at Rs.20 Lakh ($50,000)
investment.
Regulatory Law
While Launching in India, Cartier (Richemont Group) had to abide by the
following regulation:
Source: Diamond World, 2008
Marketing Objective
• 20% for the year 2011-2012
• Up from 5% from the year 2009-2010
Growth Rate
• 6% for the year 2011-2012 (Approx)
• Up from an approx 5 % for the year 2009-
2010
Market
Share
• Extend network beyond Delhi-Mumbai
and open in cities such as Chennai,
Bangalore, and select Tier 2 cities by 2012
Distribution
Network
The Objective is to Achieve:
Source: Watch Market Review, September 2009
Luxury is
Indulgence
Luxury is Reward
Luxury is Functional
Consumer Segmentation
Source: Experiential Luxury Report ,SRI Consulting Business Intelligence, 2008
Consumer Demographics
Age:
30-45 yrs
Income
M.H.I: INR 25
Lakh Onwards
Occupation:
Medium Size
Entrepreneur Owners,
Traditionally wealthy
families and Large
Industrialists , Senior
Corporate Executives
Location:
Delhi, Mumbai,
Bangalore, Chennai,
Ludhiana,
Chandigarh
S.E.C :
A1+, A1
Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII –
A.T. Kearney Report, October 2010
Brand Positioning
Global Positioning: The brand is build around the following strengths:
• Legacy/Heritage
• Dynasty of Style
• Elegance
• Fine Craftsmanship
• Unwavering and unmatchable consumer loyalty
Current Brand Positioning in India: The brand in India currently is
positioned around
• High brand recall with the Maharajas (Heritage)
• Blending of fine art jewelry with Indian influences
• Coming home to Brand Loyalists
Suggested Alternative Positioning:
Welcome to the Cartier Family.
Extending the fraternity beyond heritage to new members to redefine influences
and contemporize the art of jewelry watch design..
Base Line
It’s an invitation
Media: Objective and Mix
To reach out to at least 70% of our target audience in each of the
cities (Delhi, Chennai, Kolkata, Mumbai, Bangalore, Ludhiana) by
providing at least an average of 3.7 OTS over the campaign
duration of 6 weeks
Print (60%)
Television
(20%)
Online
(10%)
Media Vehicles
• Consumer Publications such Vogue, India Today,
Cosmopolitan, Femina. Magazines on Planes
• Trade Magazines: Business Today, Outlook, Business
Week
• Newspapers: TOI, HT, Mint, Hindu
Press
• Advertise on channels like TLC and Star World and
BBC India
• On shows such as Luxury Unveiled, TLC Shoppe
Jewelry show, and TLC Super Swank
Television
• Advertise on websites such Luxury Insider, Luxury
Unveiled, and social networking sites such as Face
book and Twitter.
Online
Deliverables
Online
Place Cartier thumbnails on websites like that of, 5 star hotels, airlines, exclusive clubs,
golf courses, and select websites. [see image billionaire 500, Rolex and Cartier]
Cartier
Objective:
• To reinstate that sense of Pride on owning a Cartier Watch
• Extending an invitation, welcoming you to the Cartier Family
• Build on Consumer Loyalty
Customer Loyalty Program
• Identify Cartier consumers across cities-Delhi, Mumbai, Kolkata, Bangalore,
Chennai, Ludhiana for the year 2010
• Send them Scrolls and Treasure Chests with an “Invitation’ along with a photo
Album of all the Indian royalty and Other Iconic people who have owned/own a
Cartier –The last photograph being the customers
• The Invite would read “We Welcome you to our Family Mr. XYZ Cartier, and would
like to have the honor of your company with celebrate the a Successful
relationship”, So After their surname, we will attach Cartier.
• The invitation would be for a party on the 29th of December . A year-end party for
Cartier owners across the country
• Venue: Leela Kempenski, Gurgaon.
• We would offer to fly customer and his/her family in to Delhi for the Party.
• The party would be have exquisite food from across the world. A painting
exhibition, Rarest wines and so on
• At the end of the party each guest would get a safa like clothing, made by
designers in France on the Indian theme. This would serve as memorabilia for
being a part of a luxury family. “Welcome to the Family”

Más contenido relacionado

La actualidad más candente

MarwaAlSaudi_Cartier_LuxuryBrandManagement_FinalProject.pptx
MarwaAlSaudi_Cartier_LuxuryBrandManagement_FinalProject.pptxMarwaAlSaudi_Cartier_LuxuryBrandManagement_FinalProject.pptx
MarwaAlSaudi_Cartier_LuxuryBrandManagement_FinalProject.pptxMarwaElHefnawi
 
Louis vuitton mini case
Louis vuitton mini caseLouis vuitton mini case
Louis vuitton mini caseRhythm Tyagi
 
Louis Vuitton - Case Study
Louis Vuitton - Case StudyLouis Vuitton - Case Study
Louis Vuitton - Case StudyPearl Gupta
 
International Business - Louis Vuitton Case
International Business - Louis Vuitton CaseInternational Business - Louis Vuitton Case
International Business - Louis Vuitton Caselinhvu85
 
Tiffany & Co. Digital Strategy
Tiffany & Co. Digital Strategy Tiffany & Co. Digital Strategy
Tiffany & Co. Digital Strategy ender1sj
 
Louis Vuitton - Vibhor Arora
Louis Vuitton -  Vibhor AroraLouis Vuitton -  Vibhor Arora
Louis Vuitton - Vibhor Aroravibhorarora_arora
 
Strategic Brand Management: Bottega Veneta in China
Strategic Brand Management: Bottega Veneta in ChinaStrategic Brand Management: Bottega Veneta in China
Strategic Brand Management: Bottega Veneta in ChinaVictoria Paskannaya
 
Louis Vuitton case study
Louis Vuitton case studyLouis Vuitton case study
Louis Vuitton case studyAlbertoBarbara1
 
Burberry business&branding model
Burberry   business&branding modelBurberry   business&branding model
Burberry business&branding modelFarzad Moghaddam
 
Luxury strategies: Vuitton Analysis
Luxury strategies: Vuitton AnalysisLuxury strategies: Vuitton Analysis
Luxury strategies: Vuitton AnalysisVaugier Antoine
 
Innovative Marketing & Communications at Burberry
Innovative Marketing & Communications at BurberryInnovative Marketing & Communications at Burberry
Innovative Marketing & Communications at BurberryAlexandra Ashton
 
Jo Malone London Pop Up Store
Jo Malone London Pop Up StoreJo Malone London Pop Up Store
Jo Malone London Pop Up StorePan Wang
 
The features of the global marketing of luxury products (on the example of lo...
The features of the global marketing of luxury products (on the example of lo...The features of the global marketing of luxury products (on the example of lo...
The features of the global marketing of luxury products (on the example of lo...diana_vardanyan
 
Digital strategies for luxury brands
Digital strategies for luxury brandsDigital strategies for luxury brands
Digital strategies for luxury brandsRed Keds strategy
 
Louis vuitton China: Brand extension, NOlogo, ... KNG Asia
Louis vuitton China: Brand extension, NOlogo, ... KNG AsiaLouis vuitton China: Brand extension, NOlogo, ... KNG Asia
Louis vuitton China: Brand extension, NOlogo, ... KNG AsiaFrederic Derbaudrenghien
 

La actualidad más candente (20)

MarwaAlSaudi_Cartier_LuxuryBrandManagement_FinalProject.pptx
MarwaAlSaudi_Cartier_LuxuryBrandManagement_FinalProject.pptxMarwaAlSaudi_Cartier_LuxuryBrandManagement_FinalProject.pptx
MarwaAlSaudi_Cartier_LuxuryBrandManagement_FinalProject.pptx
 
Louis vuitton mini case
Louis vuitton mini caseLouis vuitton mini case
Louis vuitton mini case
 
Louis Vuitton - Case Study
Louis Vuitton - Case StudyLouis Vuitton - Case Study
Louis Vuitton - Case Study
 
International Business - Louis Vuitton Case
International Business - Louis Vuitton CaseInternational Business - Louis Vuitton Case
International Business - Louis Vuitton Case
 
Tiffany & Co. Digital Strategy
Tiffany & Co. Digital Strategy Tiffany & Co. Digital Strategy
Tiffany & Co. Digital Strategy
 
Gucci Pop up
Gucci Pop upGucci Pop up
Gucci Pop up
 
Louis Vuitton
Louis VuittonLouis Vuitton
Louis Vuitton
 
Louis Vuitton - Vibhor Arora
Louis Vuitton -  Vibhor AroraLouis Vuitton -  Vibhor Arora
Louis Vuitton - Vibhor Arora
 
Strategic Brand Management: Bottega Veneta in China
Strategic Brand Management: Bottega Veneta in ChinaStrategic Brand Management: Bottega Veneta in China
Strategic Brand Management: Bottega Veneta in China
 
Louis Vuitton case study
Louis Vuitton case studyLouis Vuitton case study
Louis Vuitton case study
 
Burberry business&branding model
Burberry   business&branding modelBurberry   business&branding model
Burberry business&branding model
 
Luxury strategies: Vuitton Analysis
Luxury strategies: Vuitton AnalysisLuxury strategies: Vuitton Analysis
Luxury strategies: Vuitton Analysis
 
Innovative Marketing & Communications at Burberry
Innovative Marketing & Communications at BurberryInnovative Marketing & Communications at Burberry
Innovative Marketing & Communications at Burberry
 
Louis vuitton
Louis vuittonLouis vuitton
Louis vuitton
 
Jo Malone London Pop Up Store
Jo Malone London Pop Up StoreJo Malone London Pop Up Store
Jo Malone London Pop Up Store
 
The features of the global marketing of luxury products (on the example of lo...
The features of the global marketing of luxury products (on the example of lo...The features of the global marketing of luxury products (on the example of lo...
The features of the global marketing of luxury products (on the example of lo...
 
Louis vuitton
Louis vuittonLouis vuitton
Louis vuitton
 
Digital strategies for luxury brands
Digital strategies for luxury brandsDigital strategies for luxury brands
Digital strategies for luxury brands
 
Louis vuitton China: Brand extension, NOlogo, ... KNG Asia
Louis vuitton China: Brand extension, NOlogo, ... KNG AsiaLouis vuitton China: Brand extension, NOlogo, ... KNG Asia
Louis vuitton China: Brand extension, NOlogo, ... KNG Asia
 
Bottega veneta
Bottega venetaBottega veneta
Bottega veneta
 

Similar a Cartier

India's luxury market unlocking consumers' taste for the finer things
India's luxury market unlocking consumers' taste for the finer thingsIndia's luxury market unlocking consumers' taste for the finer things
India's luxury market unlocking consumers' taste for the finer thingsVarsha Golekar
 
LUXURY RETAILING IN INDIA
LUXURY RETAILING IN INDIALUXURY RETAILING IN INDIA
LUXURY RETAILING IN INDIAT HARI KUMAR
 
Mazars presentation - Luxury summit 2015 (IFCCI / Assocham)
Mazars presentation - Luxury summit 2015 (IFCCI / Assocham)Mazars presentation - Luxury summit 2015 (IFCCI / Assocham)
Mazars presentation - Luxury summit 2015 (IFCCI / Assocham)Nicolas Ribollet
 
Ahmedabad fashion show
Ahmedabad fashion showAhmedabad fashion show
Ahmedabad fashion showohoevent
 
Luxury Retail in India
Luxury Retail in IndiaLuxury Retail in India
Luxury Retail in IndiaAmey Mairal
 
Rm ppt sl
Rm ppt slRm ppt sl
Rm ppt slsur8910
 
Tanishq Brand Management
Tanishq Brand ManagementTanishq Brand Management
Tanishq Brand Managementangeleyes_tiya
 
Louis Vuitton_Case Study_Retail Management
Louis Vuitton_Case Study_Retail ManagementLouis Vuitton_Case Study_Retail Management
Louis Vuitton_Case Study_Retail ManagementPrathik Shetty
 
How Tanishq jwellers captured the market.pptx
How Tanishq jwellers captured the market.pptxHow Tanishq jwellers captured the market.pptx
How Tanishq jwellers captured the market.pptxvedegaf851
 
Industry research on high end retail sector
Industry research on high end retail sectorIndustry research on high end retail sector
Industry research on high end retail sectorAYUSH GARG
 
Post Graduate Diploma in Luxury & Lifestyle Management
Post Graduate Diploma in Luxury & Lifestyle ManagementPost Graduate Diploma in Luxury & Lifestyle Management
Post Graduate Diploma in Luxury & Lifestyle ManagementCASEY DEEZ
 
India International Bullion Summit 2013 glimpse
India International Bullion Summit 2013 glimpseIndia International Bullion Summit 2013 glimpse
India International Bullion Summit 2013 glimpseibja2014
 
Luxury retailing
Luxury retailingLuxury retailing
Luxury retailingBushra Khan
 
Luxury retailing
Luxury retailingLuxury retailing
Luxury retailingBushra Khan
 
IIJ’s Annual convocation and exhibition - Gematlas E-Newsletter
IIJ’s Annual convocation and exhibition - Gematlas E-NewsletterIIJ’s Annual convocation and exhibition - Gematlas E-Newsletter
IIJ’s Annual convocation and exhibition - Gematlas E-NewsletterGemAtlas
 
Case study - Louis Vuitton in India
Case study - Louis Vuitton in IndiaCase study - Louis Vuitton in India
Case study - Louis Vuitton in IndiaNeha Randhawa
 
International business Gold- Jewellery (India vs Dubai)
International business  Gold- Jewellery (India vs Dubai) International business  Gold- Jewellery (India vs Dubai)
International business Gold- Jewellery (India vs Dubai) GauravPathania10
 

Similar a Cartier (20)

India's luxury market unlocking consumers' taste for the finer things
India's luxury market unlocking consumers' taste for the finer thingsIndia's luxury market unlocking consumers' taste for the finer things
India's luxury market unlocking consumers' taste for the finer things
 
LUXURY RETAILING IN INDIA
LUXURY RETAILING IN INDIALUXURY RETAILING IN INDIA
LUXURY RETAILING IN INDIA
 
Mazars presentation - Luxury summit 2015 (IFCCI / Assocham)
Mazars presentation - Luxury summit 2015 (IFCCI / Assocham)Mazars presentation - Luxury summit 2015 (IFCCI / Assocham)
Mazars presentation - Luxury summit 2015 (IFCCI / Assocham)
 
Ahmedabad fashion show
Ahmedabad fashion showAhmedabad fashion show
Ahmedabad fashion show
 
Luxury Retail in India
Luxury Retail in IndiaLuxury Retail in India
Luxury Retail in India
 
Rm ppt sl
Rm ppt slRm ppt sl
Rm ppt sl
 
Tanishq Brand Management
Tanishq Brand ManagementTanishq Brand Management
Tanishq Brand Management
 
Louis Vuitton_Case Study_Retail Management
Louis Vuitton_Case Study_Retail ManagementLouis Vuitton_Case Study_Retail Management
Louis Vuitton_Case Study_Retail Management
 
How Tanishq jwellers captured the market.pptx
How Tanishq jwellers captured the market.pptxHow Tanishq jwellers captured the market.pptx
How Tanishq jwellers captured the market.pptx
 
Industry research on high end retail sector
Industry research on high end retail sectorIndustry research on high end retail sector
Industry research on high end retail sector
 
Post Graduate Diploma in Luxury & Lifestyle Management
Post Graduate Diploma in Luxury & Lifestyle ManagementPost Graduate Diploma in Luxury & Lifestyle Management
Post Graduate Diploma in Luxury & Lifestyle Management
 
1
11
1
 
India International Bullion Summit 2013 glimpse
India International Bullion Summit 2013 glimpseIndia International Bullion Summit 2013 glimpse
India International Bullion Summit 2013 glimpse
 
Luxury retailing
Luxury retailingLuxury retailing
Luxury retailing
 
Luxury retailing
Luxury retailingLuxury retailing
Luxury retailing
 
Indian luxury 2.0
Indian luxury 2.0Indian luxury 2.0
Indian luxury 2.0
 
IIJ’s Annual convocation and exhibition - Gematlas E-Newsletter
IIJ’s Annual convocation and exhibition - Gematlas E-NewsletterIIJ’s Annual convocation and exhibition - Gematlas E-Newsletter
IIJ’s Annual convocation and exhibition - Gematlas E-Newsletter
 
Luxury Goods In India (1).pptx
Luxury Goods In India (1).pptxLuxury Goods In India (1).pptx
Luxury Goods In India (1).pptx
 
Case study - Louis Vuitton in India
Case study - Louis Vuitton in IndiaCase study - Louis Vuitton in India
Case study - Louis Vuitton in India
 
International business Gold- Jewellery (India vs Dubai)
International business  Gold- Jewellery (India vs Dubai) International business  Gold- Jewellery (India vs Dubai)
International business Gold- Jewellery (India vs Dubai)
 

Más de Priyanka Nigam

Más de Priyanka Nigam (7)

Boston idea exchange
Boston idea exchangeBoston idea exchange
Boston idea exchange
 
Cm708.final.project.fiber one.cereal
Cm708.final.project.fiber one.cerealCm708.final.project.fiber one.cereal
Cm708.final.project.fiber one.cereal
 
Boston idea exchange
Boston idea exchangeBoston idea exchange
Boston idea exchange
 
Nissan
NissanNissan
Nissan
 
Nestle sinful desserts
Nestle sinful dessertsNestle sinful desserts
Nestle sinful desserts
 
Hindustan time yrtl
Hindustan time yrtlHindustan time yrtl
Hindustan time yrtl
 
Dabur India: Digestive Health
Dabur India: Digestive HealthDabur India: Digestive Health
Dabur India: Digestive Health
 

Último

Culture and Identity through English as a Lingua Franca.pdf
Culture and Identity through English as a Lingua Franca.pdfCulture and Identity through English as a Lingua Franca.pdf
Culture and Identity through English as a Lingua Franca.pdfseijibrown2
 
Traveling by Train in Sicily: A New Era of Comfort and Convenience
Traveling by Train in Sicily: A New Era of Comfort and ConvenienceTraveling by Train in Sicily: A New Era of Comfort and Convenience
Traveling by Train in Sicily: A New Era of Comfort and ConvenienceTime for Sicily
 
Reflective Essay for global competency certificate
Reflective Essay for global competency certificateReflective Essay for global competency certificate
Reflective Essay for global competency certificateseijibrown2
 
The West Coast Trail Presentation for SAIT international students
The West Coast Trail Presentation for SAIT international studentsThe West Coast Trail Presentation for SAIT international students
The West Coast Trail Presentation for SAIT international studentsseijibrown2
 
Exploring Uncharted Waters Your Guide To Private Sunset Cruise On Maui
Exploring Uncharted Waters Your Guide To Private Sunset Cruise On MauiExploring Uncharted Waters Your Guide To Private Sunset Cruise On Maui
Exploring Uncharted Waters Your Guide To Private Sunset Cruise On MauiMakena Coast Charters
 
How To Prepare For An Unforgettable Blackwater Dive In Kona
How To Prepare For An Unforgettable Blackwater Dive In KonaHow To Prepare For An Unforgettable Blackwater Dive In Kona
How To Prepare For An Unforgettable Blackwater Dive In KonaKona Ocean Adventures
 
pics from luxembourg exchange program 2016
pics from luxembourg exchange program 2016pics from luxembourg exchange program 2016
pics from luxembourg exchange program 2016seijibrown2
 
My presentation on vietnam for Intercultural Communications
My presentation on vietnam for Intercultural CommunicationsMy presentation on vietnam for Intercultural Communications
My presentation on vietnam for Intercultural Communicationsseijibrown2
 
A Presentation of Braga. It was made by students of school
A Presentation of Braga. It was made by students of schoolA Presentation of Braga. It was made by students of school
A Presentation of Braga. It was made by students of schoolApostolos Syropoulos
 
Da Nang Tourist Attractions, VN (越南 峴港旅遊景點).ppsx
Da Nang Tourist Attractions, VN (越南 峴港旅遊景點).ppsxDa Nang Tourist Attractions, VN (越南 峴港旅遊景點).ppsx
Da Nang Tourist Attractions, VN (越南 峴港旅遊景點).ppsxChung Yen Chang
 
What Are The Best Locations In Aruba For A Thrilling Kayak Adventure
What Are The Best Locations In Aruba For A Thrilling Kayak AdventureWhat Are The Best Locations In Aruba For A Thrilling Kayak Adventure
What Are The Best Locations In Aruba For A Thrilling Kayak AdventureDelphi Watersports
 
Culture and Identity through English as a Lingua Franca (1).pdf
Culture and Identity through English as a Lingua Franca (1).pdfCulture and Identity through English as a Lingua Franca (1).pdf
Culture and Identity through English as a Lingua Franca (1).pdfseijibrown2
 
2024 Annual Meeting: Visit Portland, Maine
2024 Annual Meeting: Visit Portland, Maine2024 Annual Meeting: Visit Portland, Maine
2024 Annual Meeting: Visit Portland, MaineVisit Portland
 
Nanbokucho-period, Historical Origins of Modern Japan
Nanbokucho-period, Historical Origins of Modern JapanNanbokucho-period, Historical Origins of Modern Japan
Nanbokucho-period, Historical Origins of Modern Japanseijibrown2
 
TOURIST & ITS TYPE &MOTIVETIONAL FACTORS & BEHAVIOR .pptx
TOURIST & ITS TYPE &MOTIVETIONAL  FACTORS & BEHAVIOR .pptxTOURIST & ITS TYPE &MOTIVETIONAL  FACTORS & BEHAVIOR .pptx
TOURIST & ITS TYPE &MOTIVETIONAL FACTORS & BEHAVIOR .pptxkittustudy7
 
Vietnam presentation for intercultural communications class
Vietnam presentation for intercultural communications classVietnam presentation for intercultural communications class
Vietnam presentation for intercultural communications classseijibrown2
 
Reflective Essay.pdf for Global Compentency
Reflective Essay.pdf for Global CompentencyReflective Essay.pdf for Global Compentency
Reflective Essay.pdf for Global Compentencyseijibrown2
 

Último (17)

Culture and Identity through English as a Lingua Franca.pdf
Culture and Identity through English as a Lingua Franca.pdfCulture and Identity through English as a Lingua Franca.pdf
Culture and Identity through English as a Lingua Franca.pdf
 
Traveling by Train in Sicily: A New Era of Comfort and Convenience
Traveling by Train in Sicily: A New Era of Comfort and ConvenienceTraveling by Train in Sicily: A New Era of Comfort and Convenience
Traveling by Train in Sicily: A New Era of Comfort and Convenience
 
Reflective Essay for global competency certificate
Reflective Essay for global competency certificateReflective Essay for global competency certificate
Reflective Essay for global competency certificate
 
The West Coast Trail Presentation for SAIT international students
The West Coast Trail Presentation for SAIT international studentsThe West Coast Trail Presentation for SAIT international students
The West Coast Trail Presentation for SAIT international students
 
Exploring Uncharted Waters Your Guide To Private Sunset Cruise On Maui
Exploring Uncharted Waters Your Guide To Private Sunset Cruise On MauiExploring Uncharted Waters Your Guide To Private Sunset Cruise On Maui
Exploring Uncharted Waters Your Guide To Private Sunset Cruise On Maui
 
How To Prepare For An Unforgettable Blackwater Dive In Kona
How To Prepare For An Unforgettable Blackwater Dive In KonaHow To Prepare For An Unforgettable Blackwater Dive In Kona
How To Prepare For An Unforgettable Blackwater Dive In Kona
 
pics from luxembourg exchange program 2016
pics from luxembourg exchange program 2016pics from luxembourg exchange program 2016
pics from luxembourg exchange program 2016
 
My presentation on vietnam for Intercultural Communications
My presentation on vietnam for Intercultural CommunicationsMy presentation on vietnam for Intercultural Communications
My presentation on vietnam for Intercultural Communications
 
A Presentation of Braga. It was made by students of school
A Presentation of Braga. It was made by students of schoolA Presentation of Braga. It was made by students of school
A Presentation of Braga. It was made by students of school
 
Da Nang Tourist Attractions, VN (越南 峴港旅遊景點).ppsx
Da Nang Tourist Attractions, VN (越南 峴港旅遊景點).ppsxDa Nang Tourist Attractions, VN (越南 峴港旅遊景點).ppsx
Da Nang Tourist Attractions, VN (越南 峴港旅遊景點).ppsx
 
What Are The Best Locations In Aruba For A Thrilling Kayak Adventure
What Are The Best Locations In Aruba For A Thrilling Kayak AdventureWhat Are The Best Locations In Aruba For A Thrilling Kayak Adventure
What Are The Best Locations In Aruba For A Thrilling Kayak Adventure
 
Culture and Identity through English as a Lingua Franca (1).pdf
Culture and Identity through English as a Lingua Franca (1).pdfCulture and Identity through English as a Lingua Franca (1).pdf
Culture and Identity through English as a Lingua Franca (1).pdf
 
2024 Annual Meeting: Visit Portland, Maine
2024 Annual Meeting: Visit Portland, Maine2024 Annual Meeting: Visit Portland, Maine
2024 Annual Meeting: Visit Portland, Maine
 
Nanbokucho-period, Historical Origins of Modern Japan
Nanbokucho-period, Historical Origins of Modern JapanNanbokucho-period, Historical Origins of Modern Japan
Nanbokucho-period, Historical Origins of Modern Japan
 
TOURIST & ITS TYPE &MOTIVETIONAL FACTORS & BEHAVIOR .pptx
TOURIST & ITS TYPE &MOTIVETIONAL  FACTORS & BEHAVIOR .pptxTOURIST & ITS TYPE &MOTIVETIONAL  FACTORS & BEHAVIOR .pptx
TOURIST & ITS TYPE &MOTIVETIONAL FACTORS & BEHAVIOR .pptx
 
Vietnam presentation for intercultural communications class
Vietnam presentation for intercultural communications classVietnam presentation for intercultural communications class
Vietnam presentation for intercultural communications class
 
Reflective Essay.pdf for Global Compentency
Reflective Essay.pdf for Global CompentencyReflective Essay.pdf for Global Compentency
Reflective Essay.pdf for Global Compentency
 

Cartier

  • 1. Indian Luxury Market size by Value • USD 4.76 Billion (2009) • CAGR 13% (2007-2009) Indian Luxury Product Market by Value • USD 1.5 Billion (2009) • CAGR 15% Approx. (Across Product Categories) Indian Luxury Watch Market • USD 1,66 Million (2008) • 20% Growth per annum (Approx) • USD 1,99 Million (2009) (Approx) Industry Overview Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII – A.T. Kearney Report, October 2010
  • 2. Luxury Watches Haute Horlogerie Audemars Piguet, Blancpain, Breguet, Girard-Perregaux, IWC, Jaeger-LeCoultre, Patek Philippe, Vacheron Constantin, Franck Muller, Zenith Women’s / Jewelry Bvlgari, Cartier, Chopard, Piaget Prestige Breitling, Hublot, Omega, Rolex, Tag Heuer High Range Baume & Mercier, Ebel, Longines, Montblanc, Raymond Weil, Rado Market Segmentation Criteria: High Dollar Value (Price) and Brand Specialty Source: Watch Market Review, February 2010
  • 3. The Indian law states that single-brand foreign retailers are permitted to invest up to 51 percent in a joint venture with a local firm. Richemont had recently forwarded its FDI proposal to set up the Cartier joint venture with its Indian partner Navratna Bharat Retail Pvt. Ltd., at Rs.20 Lakh ($50,000) investment. Regulatory Law While Launching in India, Cartier (Richemont Group) had to abide by the following regulation: Source: Diamond World, 2008
  • 4. Marketing Objective • 20% for the year 2011-2012 • Up from 5% from the year 2009-2010 Growth Rate • 6% for the year 2011-2012 (Approx) • Up from an approx 5 % for the year 2009- 2010 Market Share • Extend network beyond Delhi-Mumbai and open in cities such as Chennai, Bangalore, and select Tier 2 cities by 2012 Distribution Network The Objective is to Achieve: Source: Watch Market Review, September 2009
  • 5. Luxury is Indulgence Luxury is Reward Luxury is Functional Consumer Segmentation Source: Experiential Luxury Report ,SRI Consulting Business Intelligence, 2008
  • 6. Consumer Demographics Age: 30-45 yrs Income M.H.I: INR 25 Lakh Onwards Occupation: Medium Size Entrepreneur Owners, Traditionally wealthy families and Large Industrialists , Senior Corporate Executives Location: Delhi, Mumbai, Bangalore, Chennai, Ludhiana, Chandigarh S.E.C : A1+, A1 Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII – A.T. Kearney Report, October 2010
  • 7. Brand Positioning Global Positioning: The brand is build around the following strengths: • Legacy/Heritage • Dynasty of Style • Elegance • Fine Craftsmanship • Unwavering and unmatchable consumer loyalty Current Brand Positioning in India: The brand in India currently is positioned around • High brand recall with the Maharajas (Heritage) • Blending of fine art jewelry with Indian influences • Coming home to Brand Loyalists Suggested Alternative Positioning: Welcome to the Cartier Family. Extending the fraternity beyond heritage to new members to redefine influences and contemporize the art of jewelry watch design..
  • 8. Base Line It’s an invitation
  • 9. Media: Objective and Mix To reach out to at least 70% of our target audience in each of the cities (Delhi, Chennai, Kolkata, Mumbai, Bangalore, Ludhiana) by providing at least an average of 3.7 OTS over the campaign duration of 6 weeks Print (60%) Television (20%) Online (10%)
  • 10. Media Vehicles • Consumer Publications such Vogue, India Today, Cosmopolitan, Femina. Magazines on Planes • Trade Magazines: Business Today, Outlook, Business Week • Newspapers: TOI, HT, Mint, Hindu Press • Advertise on channels like TLC and Star World and BBC India • On shows such as Luxury Unveiled, TLC Shoppe Jewelry show, and TLC Super Swank Television • Advertise on websites such Luxury Insider, Luxury Unveiled, and social networking sites such as Face book and Twitter. Online
  • 12. Online Place Cartier thumbnails on websites like that of, 5 star hotels, airlines, exclusive clubs, golf courses, and select websites. [see image billionaire 500, Rolex and Cartier]
  • 14. Objective: • To reinstate that sense of Pride on owning a Cartier Watch • Extending an invitation, welcoming you to the Cartier Family • Build on Consumer Loyalty Customer Loyalty Program
  • 15. • Identify Cartier consumers across cities-Delhi, Mumbai, Kolkata, Bangalore, Chennai, Ludhiana for the year 2010 • Send them Scrolls and Treasure Chests with an “Invitation’ along with a photo Album of all the Indian royalty and Other Iconic people who have owned/own a Cartier –The last photograph being the customers • The Invite would read “We Welcome you to our Family Mr. XYZ Cartier, and would like to have the honor of your company with celebrate the a Successful relationship”, So After their surname, we will attach Cartier. • The invitation would be for a party on the 29th of December . A year-end party for Cartier owners across the country • Venue: Leela Kempenski, Gurgaon. • We would offer to fly customer and his/her family in to Delhi for the Party. • The party would be have exquisite food from across the world. A painting exhibition, Rarest wines and so on • At the end of the party each guest would get a safa like clothing, made by designers in France on the Indian theme. This would serve as memorabilia for being a part of a luxury family. “Welcome to the Family”