Scribd Logo
Upload

Welcome to Scribd!

  • Cartiersoumya 130929012428 Phpapp02

    Uploaded by

    Masafa Aiman
    33 views17 pages
    Cartier is a luxury brand founded in 1847 in Paris known for fine jewelry and watches. It established itself worldwide under the leadership of Louis, Pierre, and Jacques Cartier in the late 19th century. Some key developments include the creation of the Santos watch in 1904 and a partnership with watchmaker Edmond Jaeger in 1907. As a luxury brand, Cartier targets consumers who spend heavily on authentic luxury goods to enhance their image. It positions itself globally on legacy, elegance, and craftsmanship, and in India by blending fine jewelry with Indian influences. Cartier uses a marketing mix focused on performance, scarcity, persona, and public figures to promote the exceptional experience of the brand

    Original Description:

    cartier

    Original Title

    cartiersoumya-130929012428-phpapp02

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Cartier is a luxury brand founded in 1847 in Paris known for fine jewelry and watches. It established itself worldwide under the leadership of Louis, Pierre, and Jacques Cartier in the late 19th century. Some key developments include the creation of the Santos watch in 1904 and a partnership with watchmaker Edmond Jaeger in 1907. As a luxury brand, Cartier targets consumers who spend heavily on authentic luxury goods to enhance their image. It positions itself globally on legacy, elegance, and craftsmanship, and in India by blending fine jewelry with Indian influences. Cartier uses a marketing mix focused on performance, scarcity, persona, and public figures to promote the exceptional experience of the brand

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    33 views17 pages

    Cartiersoumya 130929012428 Phpapp02

    Uploaded by

    Masafa Aiman
    Cartier is a luxury brand founded in 1847 in Paris known for fine jewelry and watches. It established itself worldwide under the leadership of Louis, Pierre, and Jacques Cartier in the late 19th century. Some key developments include the creation of the Santos watch in 1904 and a partnership with watchmaker Edmond Jaeger in 1907. As a luxury brand, Cartier targets consumers who spend heavily on authentic luxury goods to enhance their image. It positions itself globally on legacy, elegance, and craftsmanship, and in India by blending fine jewelry with Indian influences. Cartier uses a marketing mix focused on performance, scarcity, persona, and public figures to promote the exceptional experience of the brand

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 17

    The art of being Unique

    A Story of
    Style and
    Heritage!
    History
    Louis-Francois Cartier founded
    1847 Cartier in Paris, France

    Alfred Cartier took over the company, but it


    was his sons Louis, Pierre and Jacques, who
    1874 were responsible for establishing the brand
    name worldwide.

    The Santos was Born.


    1904

    Contract with Edmond Jaeger


    1907
    Cartier Product Concept- The woo
    factor!
    Satisfactio Elegant
    n Stylish
    Shizziness Reliable
    Expect
    Core
    ed
    Produc
    Produc
    t
    t

    Augment Potential
    ed
    Product Product
    High Technolo
    level gy Driven
    Service Products
    Packagin
    Developments Of Cartier

    Refer
    to
    Video!
    Segmentation
    Targeting
    Being 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.
    Positioning

    Global Positioning in Suggested


    Positioning India Positioning
    Legacy High brand Targeting the
    recall with the Hipsters
    Elegance Maharajas
    Fine Blending of fine
    craftsmanship art jewelry with
    Consumer Indian
    Loyalty influences
    Marketing Mix
    4Ps - Product, Price, Place, Promotion.

    We have redefined the 4Ps for Luxury Brand


    Marketing.
    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!
    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 tha
    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.
    Strengths Weakness

    Excellent Known
    Reputation Predominant
    High Brand ly as a
    Loyalty Jeweller
    High Variety of
    Specialty
    Products

    High Growth Its Competitors


    in the Luxury concentrates on
    Watch Specific Products
    Segment in and are Highly
    emerging Successful
    economies
    Opportunitie Threats
    s
    Strategy Of Cartier in India
    New Marketing Strategies

    Understanding the
    Culture

    Focussing on
    Apparels

    Government
    Policies
    Extravagant
    Advertising
    You all are Invited
    By,
    Soumya Mukherjee
    Universal Business School

    You might also like