Cartier Marketing Strategy

2. The art of being Unique

3. A Story of
Style and
Heritage!

4. 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

5. • Technolo
gy Driven
Products
• High
level
Service
• Packagin
• Elegant
• Stylish
• Reliable
• Satisfactio
n
• Shizziness
Core
Produc
t
Expect
ed
Produc
t
Potential
Product
Augment
ed
Product
Cartier Product Concept- The woo
factor!

6. Developments Of Cartier
Refer
to
Video!

7. Segmentation

8. 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.

9. 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

10. Marketing Mix
4Ps - 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.

11. 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.

12. 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.

13. •Excellent
Reputation
•High Brand
Loyalty
•High Variety of
Specialty
Products
Strengths Weakness
Known
Predominant
ly as a
Jeweller
It’s Competitors
concentrates on
Specific Products
and are Highly
Successful
Threats
High Growth
in the Luxury
Watch
Segment in
emerging
economiesOpportunitie
s

14. Strategy Of Cartier in India

15. New Marketing Strategies
Understanding the
Culture
Government
Policies
Focussing on
Apparels

16. Extravagant
Advertising

17. You all are Invited
By,
Soumya Mukherjee
Universal Business School