INITIAL PROJECT BRIEF

Brand:
Cartier

Project name and short

description:
Strategic Communication Plan

Date of assignment:
December 14th 2016
Dana Al Johar

Core audience:
Primary Target : The self-confident Audience that looks for elegancy and project the look of
sophistication. Women who look to reflect their aristocratic nature and sense of empowerment.
Secondary Target: The-Royalty Both men and women that concentrate on authentic and famous
luxury brands that will enrich their image and highlight their status/position in society.
Brand promise:
Cartier connects luxury with culture and heritage
giving you a sense of belongingness, taking you on a
journey of royalty

Brand character:
Opulence: wealth, luxurious
Contemporary: fresh, current
prestige: upper-class, sophisticated

What is the business issue we are trying to solve, the audience, and the opportunity?

While the luxury fashion world has now veered towards the youth, it is important not to lose
track and the identity of the brand. While you never want to lose the sense of uniqueness, it
is important to break out of the old-fashion retail environment, reach out to both male and
female consumers and keep up-to-date with what is currently trending in the market.
Although Cartier has touched many hearts with different marketing campaigns veering back
to history and love, it has been obvious that consumers in GCC countries consider it a
feminine brand. It would also be worthy for Cartier to break out of the traditional feel and
become more appealing to the youth.
Giving the brand the opportunity to evolve in many other aspects besides the jewelry and
growing in different destinations. Creating a less traditional look for eyewear would give
Cartier the opportunity to connect with the younger women and men, creating brand loyalty
at an earlier stage.

What is the assignment?

Annual Communication/Marketing Plan

What is the desired outcome, with measurable KPIs?

Cartier to create a more exclusive modern look to reach out to the male market, yet still
reflecting the sense of royalty, tradition and fortune. Establishing a relationship with high
income younger consumers looking for premium accessories and creating loyal, royal
costumers.
Finding suitable destinations for retail in luxury market giving the brand an opportunity to
establish itself everywhere.
Reaching to male costumers as well and addressing them in the campaigns.

What is the intended source of volume (i.e. brands)?

Cartier, Trinity De Cartier, Panthere De Cartier and Cartier Love
What is the core audience's attitude to the brand, and how do we want to change it?
Current:

France & Europe: Cartiers ability to react swiftly to changes in the

market has made the brand more approachable and successful and launching their trinity
collection, which was lower in price i. Despite the traditional aspect of the brand, the brand
continues to approach their jewelry in a more contemporary way which makes it appealing
to many. Their detailed attention to creativity, technical and material design adds value to
the product itself. Making the brand appear more romantic to touch the hearts of many
women to want to be part of the fairytale and not engaging the male costumers as much.
Asia-pacific: The more traditional idea of visible consumption is being
replaced by an emphasis on quality, authenticity and uniqueness. Modern female
consumers are demanding more meaningful and personalized returns on their spending as
the market of wealthy consumers expands.
GCC: similar to Asian market, the consumers in GCC countries have high standards of the
brand. Cartier is currently also accessible for the younger crowd there due to the trinity
collection they have provided. Due to their softer and romantic approach, Cartier is known to
be a womens brand in countries in the GCC and has been forgotten by the luxury male
market which is a big market in the Middle East.

Desired:
Creating a relationship with premium youth, yet still keeping the identity of the brand.
What is the core selling message, the single main idea?
Dream, Love, Beauty to reach out to costumers heart.
What are the mandatories (dos and donts)
DO
Offer a more broad campaign to capture the attention of both male and females in the
market.
Keep the sense of character and personalization in the campaigns as the story line is
attracting many. Add more personalization to reach many.
The final outcome should be flexible ability to use across different market environments
and adaptable to different scales executions.
Offer a more exclusive collection for the loyal customers who still want to be distinguished
within the market of luxury.
DONT
Just focus on one part of the consumers in advertising, engage the male consumers more
and provide a more general idea.
Due dates (including reviews of work-in-progress)
Briefing: November 16, 2016
Step 1:
o Idea definition (3 core approaches), visualization, proposal of touch points, and how
the idea(s) can be brought to life across them
Step 2:
o Longevity of the selected idea(s). Program execution details (organizing, approx
budget, supporting materials development (communication, staging, etc..)
Step 3:
o Toolbox finalization