The art of being Unique

A Story of Style and Heritage!

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

• Technology Driven Products

• High level Service

• Packaging

• Elegant• Stylish• Reliable

• Satisfaction

• Shizziness

Core Produ

ct

Expected

Product

Potential

Product

Augmented

Product

Cartier Product Concept- The woo factor!

Developments Of Cartier

Refer to Video!

SegmentationGeographic

Different shops in Europe,

Middle East, USA, Japan, and the rest

of Asia. 

Psychographic

Luxury as Reward

Luxury as Functional

Luxury as Indulgence

Behavioural

Loyal customers

High Product Quality

TargetingBeing 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.

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

Marketing Mix4Ps - 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.

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 that 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.

•Excellent Reputation•High Brand Loyalty •High Variety of Specialty Products

Strengths Weakness

Known Predominantly as a Jeweller

It’s Competitors concentrates on Specific Products and are Highly SuccessfulThreats

High Growth in the Luxury Watch Segment in emerging economiesOpportuni

ties

SWOT

Strategy Of Cartier in India

New Marketing Strategies

Understanding the Culture

Government Policies

Focussing on Apparels

Extravagant Advertising

You all are Invited!

By,Soumya MukherjeeUniversal Business School