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..
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”