Cartier's Juste Un Clou "Rebel" - Book

rebelJUSTE UN CLOU

JOUSTE UN CLOU | REBEL CAMPAIGN | 1

Summer 2012

PROUDLY PRESENTS

JUSTE UN CLOU

REBEL

2 | JUSTE UN CLOU | REBEL CAMPAIGN

UpRoar Media’s Executive Team

Account ExecutiveMichael Watkins

Public Relations DirectorRachel Castro

Research DirectorYeresys Aragon

Copy EditorDerrek Roncek

Creative DirectorMarco Fiorentino

Media DirectorLauren Jordan

Promotions DirectorAdriana Bittar

JUSTE UN CLOU | REBEL CAMPAIGN | 3

Table of Contents

Executive Summary .....................4Situation Analysis .........................5Research ..........................................6Findings and Implications ........18Objectives .....................................19Target Audiences .......................20Strategies ......................................22Tactics ............................................24Creative Execution ....................27Media Plan ....................................29Implementation Schedule ......36Budget ............................................40Evaluation .....................................42Appendix ......................................43References ...................................57


Executive Summary

This campaign was created to build brand awareness and increase sales for Cartier’s Juste Un Clou collection of jewelry among Hispanic Americans. The strategies that were formulated are based on empirical data and extensive research conducted by our agency, UpRoar Media. The Cartier brand is world-renowned; however, the Juste Un Clou collection does not share the same level of acclaim. Our recommendations seek to improve brand recognition and, most im-portantly, sales among the target demographic of Hispanic Americans in South Florida.

The research draws attention to the fact that our target audience’s age range is between 25 and 40 years old, with a median income of $45,000. Consumers in this category perceive the brand as being “out of reach.” This creates a unique set of challenges in marketing to this demographic, as far as their ability to relate to the brand. Moreover, 64% of respondents to our research survey indicated that their annual income would need to be significantly above $60,000 for them to comfortably purchase a piece of Juste Un Clou jewelry.

Based on these findings, we are recommending strategies designed to not only raise brand awareness across several platforms, but also make the Juste Un Clou collection more relatable. The “Rebel” theme of our campaign will appeal to the young, style-conscious demographic, while instilling brand loyalty through public relations and event/sales promotions. We believe this edgy approach will lead to improved brand recognition, and increased market share for Cartier in the luxury jewelry industry.


Situation Analysis

Juste Un Clou, translated as “just a nail,” was designed exclusively for Cartier back in the 1970s during the glory days of Studio 54, by Aldo Chipuro. The line is being re-launched with a mod-ern, rebellious feel. The concept is simple: each bracelet is bent from a singular white, yellow or rose gold nail with the option of diamond embellishments. Cartier’s objective is to attract His-panic consumers in the South Florida region and increase sales.

Among all ethnic groups, the U.S. Hispanic market represents the largest ethnic segment in the country and ranks among the fastest growing populations. Currently, Hispanics comprise 15 per-cent of the total U.S. population—representing 45.5 million people.

Cartier faces stiff competition from other brands in the luxury jewelry market, including Tiffany & Co., Bulgari and Harry Winston to name a few. Overall, Cartier can gain more market share by launching an aggressive campaign to make their brand more relatable to their target audience in Miami.


Research

Problem Statement/Main GoalUpRoar Media’s campaign research will focus on deriving information on how to appeal to a younger audience and new market of consumers for Cartier amongst Hispanics, in order to raise awareness of the new collection by Cartier, Juste Un Clou. Creative content and media development will reflect the delicate taste of both women and men of all ages in the South Florida target market selected. An iconic jewelry collection deriving from pure fierce inspiration, Juste Un Clou’s jewelry products will express a rebellious nature that reflect the self-belief of the consumers revealed via our primary and secondary research.

Primary Objectives •Findoutandanalyzeinformationaboutthejewelrymarketanditsconsumer o Target market in South Florida o Products they consume o Where do they purchase them •EvaluationofCurrentPromotionCreative o Participants will be shown current promotion, website and other promotional ele-ments for reaction •FuturePromotionalConcepts o Ideas for possible promotions will be shown for reaction •NewProductShowcase o New products will be showcased

MethodologyThrough the applied steps of the scientific method and secondary data collection, UpRoar Media’s research is collected for both theoretical and practical results that may be used for strategic tools in future planning projects. The validity of the research data and the reliability of measures are based on a sample amount of the target market at hand, and is a small-scale representation of the views of thetotalpopulation.Weanalyzedourdataandimplementedthemostrelevantdatashownbelow.

Forthisparticularcampaign,UpRoarMediautilizedbothquantitativeandqualitativedatacollectiontools. As part of our quantitative research, we created an online survey and distributed it among 500 participants across our social networks, Facebook and LinkedIn. We selected a descriptive survey because it provides an accurate portrayal or account of the characteristics, including, behavior, opin-ions, abilities, and knowledge of a particular individual and target group. Thus, this design helped us meet the objective of our study. A total of 103 people conducted our survey.

A qualitative approach was followed. We conducted a focus group in order to interpret interview data, responses to open-ended questions and pictures. A total of six participants, women and men, homosexual and heterosexual, of Hispanic descent were interviewed.


view data, responses to open-ended questions and pictures. A total of six participants, women andmen,homosexualandheterosexual,ofHispanicdescentwereinterviewed.Inanalyzingthedata collected, we considered the goals and strands for launching the Juste Un Clou campaign.

Moreover, we decided to get a more in-depth Cartier perspective of what the brand means through mixed types of research methods. As a result, UpRoar Media traveled to New York City and visited Cartier’s boutique. Our team was able to conduct a small focus group in the store in whicheightemployeesandcustomersparticipated.Theinformationcollectedwasanalyzedandtied together with the rest of our research.

Types of Research Methods Used: Qualitative Quantitative Mixed

Consumer Demographics o Consumer Target Area: Miami, FL o Total Population: 399,457 o Gender: 50.2% Female, 49.8% Male o Age: Persons under 5 years, percent, 2010 6.0% Persons under 18 years, percent, 2010 18.4% Persons 65 years and over, percent, 2010 16.0% o The median age of the Hispanic population in the Unit-ed States is 28 years old, versus the total market median age of 37 o Median household income 2006-2010: $29,621

(Source: http://www.nationaljeweler.com/nj/independents/a/~28380-U.S.-Hispanics-young-and-driving)


Hispanic Market o Among all ethnic groups, the U.S. Hispanic market represents the largest ethnic segment in the country and ranks among the fastest growing populations o Currently, Hispanics comprise 15 percent of the total U.S. population—representing 45.5 million people o Approximately 64 percent of Hispanics in the U.S. have Mexican ancestry, the remain-der trace their lineage to Central America, South America, and the Caribbean

Consumer Psychographics Fashion Forward Risk Takers Artists and trendsetters Modern Curious Minds Sophisticated and upscale women Early Adopters Young Fashionistas Have a very good sense of style Look for the brand name on products Feel financially secure Make less trips to shop, but spend more per trip Consume more media and technology

Profile Statistics o Miami is the #1 destination for South Americans visiting the United States(Source: US Department of Commerce International Trade Commission, Market Profile – Publica-tion Date: May 2011)

o Compared to other domestic cities, Miami has the largest percentage of international visitors. (Source: Ipsos, 2010 Greater Miami Convention & Visitors Bureau, Visitor Profile)

Existing Market/Purchasing Behavior

o $30 billion in revenues o More than 50 percent of total industry sales come from the luxury sector of the jewelry market o Cartier is one of the top 3 luxury watch brands with 7.05 percent of online market share o $4.61 billion in Revenues in 2011. o The USA accounts for 34.8 percent of market value, the European and Asia-Pacific ac-count for 20.3 percent and 44.9 percent respectively. o 305+ boutiques worldwide across Europe, the Middle East, Japan, the Americas and Asia.


o The nation’s wealthiest 5 percent of households account for about 37 percent of con-sumer spending, reports Moody’s Analytics o Men’s jewelry is a growing demand, with two-thirds of market growth in the jewelry market from 2008 to 2010

o In 2010, the jewelry market recovered from the recession and saw a 7.5 percent in-crease in consumer expenditures

o Europe’s ongoing debt crisis and economic future, concerns about a housing recovery and U.S. elections, and China’s slow economy are all factors contributing to the slowdown of jewelry spending in early 2012. However, sales remain static and profits hopeful for the remain-der of 2012

o According to MasterCard Advisors SpendingPulse, luxury retail nationwide has reported eleven consecutive months of sales increases over last year

Competition

Within the luxury industry, the direct competitors for Cartier are: o Tiffany & Co. o Zale Corp o Signet o Bulgari o Hermés

Indirect competitors include: o Ralph Lauren o Louis Vuitton o Rolex o Gucci o Harry Winston, Inc.


SWOT Analysis STRENGTHS

- Strong brand name- Worldwide recognition- Innovate & creative- Diversified product lines- Strong brand equity- Superior quality- Established relationship with well-known designers & celebrities- Intangible/Emotional Association- High brand loyalty in the premium segment

WEAKNESSES

- High cost structure- Selective Distribution- Brand’s website does not provide in-depth information of Juste Un Clou collection- Low switching costs for consumers within the collection- Limited styles

OPPORTUNITIES

- Expansion in retail outlets- Increasing online market sales- More marketing and advertising to increase brand recall globally- High growth opportunities in Asian and European markets- Expansion of men’s jewelry line- Building consumer loyalty by offering lower price point items that appeal to younger consumers -Building loyalty programs

THREATS

- Lower cost jewelry lines- Counterfeit goods- Fluctuating markets and economic conditions overseas- Over-saturation of the US market- Competition from international brands increasing- With consumer tastes constantly changing, Cartier must remain vigilant regarding new designs and products. The risks of outdated styles and designs plague the fashion industry- Possible perception of declining brand quality- Numerous competitors at varying price points


Participant Profile

o Middle to High Class Hispanics who live in Miami or who travel back and forth from South America o Well-established professionals o Interested in jewelry and art o Modern and edgy o Open-minded and free-spirited o Enjoy a rebellious style with a sophisticated touch

Focus Group Responses

I. All participants agreed that they would purchase gifts during the holidays, birthdays, and spe-cial occasions such as anniversaries and graduation. They are more likely to buy the product as a gift to a family member or loved one.

II. For the participants, the first brands that came to mind were Gucci, Prada, Michael Kors and Louis Vuitton. They mentioned that it is because of movies like ‘The Devil Wears Prada” that they’re familiar with such brands. Participants claimed to have worn jewelry as a child, between the ages of 5 and 12 years old.

III. Some participants were familiar Cartier but claimed they did not own anything from that Juste Un Clou. Other participants were not familiar with the brand at all. They all agreed that the website was unique, luxurious and it stood out to them as different from anything else they had seen before. They found that navigating through the site was easy but lacked information such as the product price. The top price the participants agreed to pay for this product was in the range of $200-$500. A female participant agreed she would purchase the product should it not exceed $500 and if it were for a special occasion, such as a graduation or a gift to her mother. IV. They found the Juste Un Clou collection very unique, classy and elegant. They all agreed that thestylesymbolizesrebellionandthatitseemsverydifferentfromallotherjewelrymadebyCartier. V. Participants would like to see this piece being advertised by athletes, actors, singers and fa-mouspersonalities.Theyclaimthatseeinganadonabillboard,fashionmagazine,oronspecificwebsites would catch their attention and draw them to this collection. Everyone agreed that they would purchase this piece a Juste Un Clou piece for a special someone like their parents, significant other or very close friend. VI. Some participants would prefer to shop for expensive jewelry online because of the limita-tions of buying in store. For these participants, online shopping is a lot more convenient because they feel that you can take your time without being pressured into buying something they don’t really want to buy. Also, they believe that there are better deals online. Others preferred the in-store experience. These participants claimed shopping in-store offers a wider selection. The pieces are displayed as works of art, which caters to many of its consumers. .VII. Simple yet classic jewelry that is unique and modern. This type of signature jewelry would


have to be timeless but also universal.

VIII. Although collectively, everyone would like to see the brand stick to its classic and elegant style, they would like for the brand to expand. They would like to see more watches and neck-laces.

Buying Behavior: Online Survey ResultsLast Modified: 07/10/2012


Findings and Implications

Findings:The findings of our research suggest that in general, our target market was either not aware of the Juste Un Clou collection or did not have enough knowledge of it to make a purchasing deci-sion. Through our research we also found that most of our target admires Juste Un Clou but con-siders this brand to be highly expensive. Furthermore, using secondary research and the results from the consumer behavior survey, data showed that our brand ambassador would have to be a musician. UpRoar Media will represent the Juste Un Clou collection with brand ambassa-dor, Ricky Martin, Latin pop singer, due to his worldwide popularity among Hispanics, rebellious persona and sophisticated style, that tie both the brand and the feel of the target market in the United States.

Implications:The evidence from our research suggests that more effort can be put into brand awareness for Juste Un Clou. The results of our study indicate that we can strengthen our communication ef-forts and reposition our brand to better target our consumer audience. Our findings have also implied that according to our research Juste Un Clou is considered a highly expensive line of jewelry. Therefore, our campaign strategies and tactics will enable us to make this product more relatable to our target without readjusting the price.

Limitations:Time constraints, limited sampling, coverage and non-response errors were the biggest limita-tions. Further research needs to be done to get an in-depth scope of what we need to do for our overall goal, which is to increase brand awareness and sales by 50 percent.


Objectives

Increase sales by 50 percent in South Florida within the first year of this campaign. Obtain a 10 percent market share among jewelry buyers and increase brand awareness.


Target Audiences

Male

Name: Ricardo Age: 32

Ricardo is a financially secure young latin male, who seeks for brand names in products. He works for a communications company doing PR. Ricardo consumes lots of media, technology and information through his Ipad. He could afford a better car, but his choice is an AUDI R8. He is a risk taker. He has a high regard for appearance and style. Ricardo likes when people recog-nizethebrandshe’swearing.


Female

Name: Maria

Age:29

Maria is a young entrepreneur who likes taking risky decisions. She believes in the phrase “You only live once.” She is a fashionista, and a trendsetter. She only wears designer goods. Every-thing needs to match. She could afford to drive something better, but she chooses to drive a Mini Cooper. She loves social events that reflect class and fun.


Strategies

StrategyUtilizevariousmediaconsumedbyHispanicsintheSouthFloridamarket.Commissionahighprofile celebrity who Hispanics will identify with to be the brand ambassador, all while adhering to Cartier’s “Rebel” theme for this collection.

ObjectiveBring awareness to the Juste Un Clou line by making our target audience curious and excited about our product, and in turn, buy it. Increase product sales by 50 percent in South Florida within the first year of the launch of this campaign and obtain a 10 percent market share among jewelry buyers. Cartier has a solid and reputable reputation; we want our consumer to rec-ognizeJusteUnClouasanextensionofCartier’sclassyandhigh-endbrand.Byreachingouraudienceandcreatingproductbuzzbyusingspecifictacticsandstrategies,wewantourtargetto see Juste Un Clou as an essential part of their wardrobe. We want to create a long-lasting and growing consumer base, by adhering to the Cartier brand loyalty. This campaign will initiate steps to increase sales by using varied public relations, sales and promotional methods in a bid to increase visibility of the brand, revenue and profit.

Creative Strategies &TacticsStrategy # 1: Introduce Juste Un Clou to South Florida target market.

• Draft press releases, pitch letters and correspondences to generate media interest around Juste Un Clou. Example: Write press release announcing Cartier boutique opening in Miami and Facebook fans initiative – sneak peek of Juste Un Clou collection.

• Distribute media advisory to Local media and business community including print, radio, televisionandinternetjournalists,includingtargetedmagazines.

• Create and brand all Juste Un Clou promotional and marketing materials with slogan, “Rebel” and brand ambassador Ricky Martin. Use creative yet informative storytelling approach to place Juste Un Clou collection as Cartier’s new chapter and not a re-launch

• Write and release media alert to top 10 South Florida TV channels announcing Juste Un Clou launch party in Miami

• Create advertising materials for South Florida Hispanic-American target market, starting in Miami. Present billboards in Downtown Miami, Brickell and Bal Harbour Shops, both in EnglishandSpanish.IncludeJusteUnClouadvertisementsintoplocalfashionmagazinesforexample,OceanDrive,Miamimagazine,andVenue.


• Create social media networks for Juste Un Clou, including its own separate Facebook, Twitter, Pinterest, etc.

• Start PR Newswire account for future awareness to target market of press releases from Cartier (these will also be a valuable component of its SEO)

• Send out product for review: send Juste Un Clou gold bracelet to local reporters and bloggers for personal reviews.

Strategy # 2: Engage Opportunity Everywhere by Separating Juste Un Clou Collection and con-tinue to build Cartier image.

• Position Juste Un Clou collection as the first “Rebel” line from Cartier while adhering to the Cartier brand legacy

• Release weekly pictures of models wearing the collection in preparation for the launch of the Juste Un Clou party in different parts of Miami

• Release press release announcing Juste Un Clou giveaways in secret locations to be revealed via social networks for its followers.

• Utilizeandpromoteword-of-mouthmarketingviaviralbuzzandlocalCartierjewelryoutlets.

• Arrange for face-to-face interviews with client and key journalists to secure placements, and to remain top-of-mind among local media

• Begin and build South Florida blogger outreach relations and viral marketing via partnerships with fashion and consumer lifestyle bloggers for giveaways and point-of-purchase meet-and-greet with models, brand ambassador and/or top designers.

• Reputation Monitoring

• Provide recap report and clips to client.


Tactics

Ourcampaignwillrelyheavilyonmagazineads,billboards,commercials,publicrelationsandpromotionalevents.Wewillutilizetherequisitesocialmediachannels:Facebook,Pinterest,Twitter and Tumblr. Sales promotions and collaboration with other high-end companies, like The Collection car dealership, will also be integrated.

Promotional/Sales Events:

Juste Un Clou Launch PartyDate: 06/16/2012

Venue: Turnberry Isle Resort: 19999 West Country Club Drive Aventura, FL 33180

Objective: To celebrate the launch of Juste Un Clou, by hosting a rebel themed product launch party. By having this event at the start of our campaign we hope to generate awareness and interest in the brand. The event will be hosted by Cartier and brand ambassador Ricky Martin. The theme will abide to the luxurious and glamorous feel of the traditional Cartier brand but with an edgy vibe. Male and female models will be dressed in sleek black clothing, modeling the different pieces of Juste Un Clou during the party. There will be open bar for the duration of the event as well as various food stations for the guests to enjoy.

Estimated Budget: $100,000-Cost includes: Venue rental, decorations, food stations, DJ, open bar, advertising/public relations fees.

In-Store Promotion:Date: 08/23/2012 Venue: Temporary Cartier location in downtown Miami

Objective: Tocreateadditionalproductbuzzandstoretrafficbyhavingapromotionalkickoffeventfortheopening of the temporary Cartier location in the heart of the Design District in Miami, Florida. Guests will be able to try on the entire line of Juste Un Clou and will be receiving a 15 percent discount on all sales for that day only.

Estimated Budget: $700-Cost includes: advertising and public relations fees.


Media Partnership Tweet-Up Event:Date: 10/05/2012

Venue: Makoto Restaurant: 9700 Collins Avenue #107 Bal Harbour, FL 33154Objective: Develop strong partnership relationship while tapping into media outlet consumer base. By partnering with one of our major media sponsors/ advertisers we hope to bring awareness to moreofourtargetmarket.Wealsowanttogenerateproductbuzzviasocialmediaandgener-ate traffic to our website. We will have a Twitter wall set up at the event that will generate all tweets in real time. EstimatedBudget:$4,000-CostIncludes:venuerental,3-hourhappyhour,appetizers,Twitterwall canvas, projector, advertising/public relations fees.

The Collection Sales Promotion:Date: 12/15/2012 Venue: The Collection Dealership: 200 Bird Road, Coral Gables, FL 33146 Objective: By strategically aligning Juste Un Clou with another luxury brand like ourselves, we create new business. The idea is that The Collection dealership shares the same audience with high income that we want to target. Our promotion surrounding this event will be, when you purchase a car from The Collection on 12/15/12 you will receive a free piece of jewelry from the Juste Un Clou line worth $4,000 or less. Cartier sales associates will be on location show casing the Juste Un Clou line. We are strategically placing this promotion around the holidays because consumers are more inclined to make purchases during this time of year. Estimated Budget: $3,000-Cost includes: beverages, light snacks, Cost includes- advertising and public relations fees.

Art Exhibition:Date: 2/1/2013 Venue: Moore Building: 4040 Ne 2nd Ave, Miami, FL 33137 Objective: Fashion is art. We want to celebrate the artistry of Just Un Clou by having an art ex-hibition, with an industrial feel. All the pieces of Just Un Clou will be displayed in clear boxes on podiums scattered around the Moore Building. Attendees will be able to walk around and try on the product. We will also have a point of purchase in the Moore Building, where store associ-ates will be helping guests place product orders right then and there. We are strategically plan-ning this event around Valentine’s Day in order to boost sales during the night.

Estimated Budget: $40,000 Venue rental, podiums and stand rental, food, beverages DJ, adver-tising/public relations fees.


Habitat for Humanity of Greater Miami Sales PromotionDate: 5/1/2013-5/31/2013

Venue: In-Stores and Online

Objective: Juste Un Clou cares about the community. We have partnered with Habitat for Humanity of Greater Miami to help provide low-income families with affordable homes. We felt that Habitat for Humanity united with the Juste Un Clou line nail theme. Our goal is not only to give back to our community and exhibit our philanthropic nature, but also to market Juste Un Clou through charitable giving. For each piece of jewelry purchased from the Juste Un Clou line between May 1, 2013 and May 31, 2013, Cartier will donate 20 percent of the proceeds to Habitat for Humanity of Greater Miami.

Estimated Budget: $1,500- Cost includes advertising and public relations fees.


Creative Execution

Why are we advertising? Primarily, to bring buyers to Cartier’s Juste Un Clou collection• Secondarily, to move people from other jewelry lines that are more profitable, such as Mi-

chael Kors and Gucci

Who are we targeting? Hispanics 25-40, who live in Miami or travel often to Miami• Young to middle-aged professionals with a slight interest in fashion• Generally edgy and modern, somewhat adventurous and free-spirited (open-minded)• Have knowledge of expensive jewelry and familiar with brand awareness• Natural born rebels or people who would like to rebel

What do they currently think? Our target audience currently thinks that brands like Prada and Michael Kors are considered high-end brands. • “When I see expensive jewelry I think of that glass-piece that is very sensitive and captivating

when it hits the light. I think of something precious to last a lifetime.” • “I started wearing jewelry around the age of 12; just a chain and bracelet back then. What

comes to mind in terms of expensive jewelry include Gucci and Louis Vuitton.”

What do we want them to think?• Our campaign will focus on positioning Cartier’s Juste Un Clou collection as the premier jew-

elry line for the younger and more innovative consumer. • “I need to wear the Juste Un Clou bracelet and ring. I’ve never seen another piece of jewelry

like it. Wearing this peculiar design will well represent my unique style. “ • “Althoughitreallyisjustanail.Itsextraordinarydesignsymbolizessafetyandstrength.Wear-

ing this will make me young, vibrant and sexy while maintaining class at the same time. ”

Why should they believe it?• The nail will make you young, vibrant, sexy and unique• It’s innovative, therefore attractive.• It’s sophistication on an edge• Modern and classy altogether• Juste un Clou represents power, domination, a sense of feeling safe


What is the best way to reach them?• Magazines• Billboards• Social Media• In-store• Online

Mandatories• The nail• Uniqueness• Rebellious style/ feel

Executional Elements• Consider claiming exclusivity• Rebelution


Media Plan

Aftercompilingresearchandanalyzingdatareceivedfromthesurvey,UpRoarMediacametothe conclusion that three mediums would be the most beneficial toward the campaign for Carti-er’sJusteUnCloucollection.55percentofparticipantsansweredthattheyfoundmagazineadsto be the “most memorable,” when it came to purchasing luxury products. As a result of our re-search,UpRoarMediawillusemagazineadsasamainstrategyforpromotingsalesandaware-ness. Furthermore, social media has been a big factor within the advertising industry for the past few years, and our research concluded that using this platform to promote the brand would not only be cost-effective, but would also leave an impression on its target audience. Outdoor billboards (bulletins,) will also be implemented for six months of the campaign; Miamian’s travel often, and over 85 percent of locals in Miami drive to work alone. The average time spent com-muting to work was 27 minutes. This medium not only allows UpRoar Media to target its audi-ence demographically, but also geographically. It is also compelling and eye-catching. Below are compilations of each medium being used and our research and findings of their relevance to the yearly campaign.

Why Social Media? Facebook, Twitter and Tumblr are among the top three most popular social media outlets ever created. It’s the latest generation in “word-of-mouth-marketing.”

Why is social media a great platform for advertisers?

Social media provides a platform for advertisers to have constant contact and interaction with its consumers. People are influenced by what their friends are interested in, what they like, what they dislike, and what they want to share with the world. With social media on the rise, it’s easy for something to go viral.

Our Plan for Juste Un Clou

UpRoarMediawillutilizesocialmediatodirectlyhitourdemographic(HispanicsthatliveinMi-ami with a sustainable income of over $40,000 a year.) Why this demographic? A person with a sustainable income not only has the income to buy Juste Un Clou, but is most likely an influencer to their community or peers. Also, the higher quality user will be a brand advocate, spread the word to more friends, and be more likely to purchase or convert to a brand. We live in a society where everyone has a smart phone. Camera phones plus social media create a community of sharers—everyone wants to share their ideas and interests online. When someone “likes” a post or page on Facebook, it is instantly displayed on his or her timeline. What does this mean? That “like” is then displayed to everyone on that person’s friend list. It cre-ates a domino effect that can be very beneficial for a brand.


Let’s Create Conversation

By having a social media presence that is engaging, it helps reassure clients that your business is reputable and can be trusted. “The growth in trust for online search and display ads over the past four years should give marketers increased confidence in putting more of their ad dollars into this medium,” said Beard. “Many companies are already increasing their paid advertising activity on social networking sites, in part due to the high level of trust consumers place in friends’ recommendations and online opinions. Brands should be watching this emerging ad channel closely as it continues to grow,” from the Nielsen.com. Toaddontothis,presenceinsocialmediaalsohumanizesyourbrandandallowsforfeedbackfrom your consumer. Not to mention, your competition uses it. Social media also aids in cus-tomer service and allows for the business to see what its consumer has to say about their prod-uct. Why is this good? It can help the company adapt and make the necessary changes before it’s too late.

Magazines: WhyusemagazineadsasamaincomponentforadvertisingJusteUnClou? According to numerous studies, one being Yankelovich and Dynamic logic, consumers value magazineadvertising,andaremorelikelytohaveapositiveattitudetowardadvertisinginmag-azinesthancomparedtoothermedia.Accordingtothesamestudy,thenumberofmagazinereadersaswellastheaveragenumberofmagazineissuesreadinthepastmonthhasgrownover the past five years. A collection like Juste Un Clou can capture its detailed design through photographyandprintedvisuals,thatonlymagazinescancapture.Magazineadvertisingisalsorelevant and targeted. With a range of titles that appeal to different demographics and lifestyles, whenadvertisinginamagazine,youareabletoreachtheexactdemographicyouwish.Maga-zinesarealsoaleadinginfluenceinword-of-mouth,andfashionissomethingthatisalwaysatopicofconversation.Severalstudiesdemonstratethatmagazinesaregenerallythestrongestdriver of purchase intent according to Affinity Research, this might be because more than half of allreadersactonmagazineads.

Accordingtoarecentanalysisofcross-mediastudies,MarketingEvolutionfound“magazinesmost consistently to generate a favorable cost per impact,” creating a high return on investment. Moreover,magazineadsdriveconsumerstowebsearchaproducttheyseeinanadtofindoutmore information about it.


(Source:magazines.org1)


Print Media #1: Ocean DriveFrequency: 12x per yearCirculation: 50,000WhyOceanDriveMagazine?

OCEANDRIVEmagazineisthequintessentialfashionandlifestylemagazineforSouthFlorida,delivering the latest trends in fashion, beauty, art, travel, real estate, and entertainment. With its infectiousglimpseintohighandhipsociety,thisglossy,oversizecoffee-tablebookhasbecomeastapleinthehomesofdiscerning,high-endaudiences.Featuringsizzlingcontentthatisalwaysaheadofthecurve,OCEANDRIVEmagazinedeliversfirsthandknowledgeofnewtrendsandcaptures the essence of the American Riviera.

Ocean Drive and Juste Un Clou are a complimentary partnership. Celebrities, socialites and those who are fashion-enthused are coveters of Ocean Drive. It’s the perfect beach or by-the-pool read, and is distributed amongst the trendiest and most luxuries parts of South Florida. Magazinedemographics:$50,000averagehouseholdincome,90percentinages21-50(Source: Oceandrive.com/mediakit 1)

PRINT MEDIA #2: VENUE MAGAZINE Frequency: 6x per year Circulation: 25,000 Venue is an upscale Spanish publication that offers a diversity of articles and features of fashion, entertainment, luxury lifestyle, cuisine and an exciting and vibrant social scene that defines Mi-ami, New York, Puerto Rico and Dominican Republic. Venue offers to its advertisers and readers – a chic, cool, positive and light publication.

Venue targets high net-worth individuals and households and the products and establishments theyfrequentlyseek.Venuemagazinereachesourdirectdemographicandisawell-knownpublication in Miami, Florida.

Magazinedemographics:$48,000averagehouseholdincome,90percentinages21-60(Source:http://www.venuemagazine.com/acerca-de-venue/advertise-in-venue/)

PRINTMEDIA#3:AventuraMagazineFrequency: 12x per year Circulation: 25,000

Forover10years,AventuraMagazinehasbeendistributedamongAventura,BalHarbourandSunny Isles. It fits the annual income of households we are trying to reach and holds an elegant and high-quality feel that Cartier depicts.AventuraMagazineisMiami’sNortheastregion’sone-stopsourceforallthingslocal,fashionandentertainment.Witharangeoftopicsthatincludefashion,lifestyleandAventuramagazineisanessential source to our campaign. Magazinedemographics:$50,000averagehouseholdincome,90percentinages21-60


(Source:http://www.aventuramagazine.com/pdf/AvMag-ProductionSpecs.pdf)

PrintMedia#4:VanidadesMagazineFrequency: 12x per yearCirculation: 2,326,000

Startedin1961,VanidadesmagazineiseveryHispanicwoman’ssourcetoeverythingfashionand beauty. Sophisticated, elegant and experienced, Vanidades incorporates everything that the Hispanicwomanislookingfor.VanidadesisthemostreadfashionandbeautymagazineintheHispanic market. Noted from the Vanidades media kit, “it sets the tone and stage for trends and ideas important to Hispanic women.” To add on to this, more than half (60 percent) of Vanidades readersareinfluencedbyadsinthemagazinewhenmakingpurchases.Vanidadeswasnotedinbeing the most read women’s fashion and beauty title in the U.S. Hispanic market.In June 2011, ABC audit period concluded that Vanidades was the second fastest growing con-sumermagazineinthemarketwitha63.3percentgrowthintotalpaidandverifiedcirculation. Magazinedemographics:$52,000averagehouseholdincome,67percentinages25-50 (Source:http://www.slideshare.net/LOGOSPR/vanidades-us-hispanic-magazine-2012-media-kit-televisa-publishing-and-digital)

Print Media #5: Cosmopolitan En EspañolFrequency: 12x per yearCirculation: 1,234,000

Cosmopolitan en Español has become well known for its empowering advice, sassy articles, fun and fearless ways of approaching womanhood, and its ability to celebrate fun, fashion, men and glamour. 71 percent of readers tune in to Cosmopolitan en Español for fashion advice, making it the#2mostreadwomen’sfashionandbeautymagazineintheU.S.Hispanicmarket.Astheme-dia kit notes “73 percent of readers are influenced by ads when making purchases.”

Magazinedemographics:$70,000averagehouseholdincome,57percentinages25-54 (Source:http://www.slideshare.net/LOGOSPR/cosmopolitan-en-espanol-2012-us-hispanic-me-dia-kit-televisa-publishing-and-digital)

Billboards

The following table taken from Clear Channel’s media kit shows the market demographics for billboards within Miami, Florida. Because of the high volume of travelers arriving to Miami each day from South America, billboards en route to Miami International Airport and highly populated, urban Miami areas, will be displayed throughout the year to increase brand recall.


(Source:http://www.clearchanneloutdoor.co 1)

Why billboards?

Billboards target specific audiences demographically, geographically, and build reach over an extended period of time. They also create rapid consumer top-of-mind awareness, and provide continuous presence up to 18 hours every day, resulting in a high frequency of impressions. This mediumalsomaximizesbrandawarenessandisidealfornewproductsorcampaigns.AsClearChannel’s media kit states, billboards “provide efficiencies to media plans by lowering cost per thousand impressions.” The distribution is positioned on highly visible, heavy traffic locations such as expressways and major intersections.

Market areas of interest for billboards:• Downtown Miami• Midtown Miami• Brickell• Miami Beach• Coconut Grove• Coral Gables• Aventura

The areas listed above are the target areas for our billboards due to the increased amount of traffic and events that go on within these geographical locations. They are also locations that have prominent outdoor billboards available.


Total Ad Value: $388,260Total PR Value: $ 411,330Total Sales/Promotions Value: $149,200Total Impressions: 3,660,000+


Implementation Schedule

Campaign Agreement: June 2012 – June 2013

Stage I (Q4 + Q1): Introduction of Juste Un Clou to South Florida Hispanic target market.

Stage 2 (Q2 +Q3): Launch Juste Un Clou promotions and drive sales. Stage 3 (Q4): Build stronger customer relations and brand loyalty with (now familiar) South Florida Hispanic market.

The schedule is as follows:

June 2012: • Introduce Juste Un Clou jewelry collection in South Florida• Write press release for local consumer fashion, lifestyle and lush media outlets in South

Florida, introducing the new “Rebel” product line from Cartier and announcing its launch party in Miami

• Begin Facebook advertisements for the entire month of June• Monitor online social media sites for Juste Un Clou and continue to update and maintain

Cartier website• Begin year-subscription with PR Newswire services• Create advertisements and all collateral creative materials for upcoming quarters, until No-

vember 2012• ReleaseEnglish,full-pagemagazineadvertisementofJusteUnClouinAventuraMagazine• ReleaseSpanish,full-pagemagazineadvertisementofJusteUnClouinVanidadesmagazine

and in Cosmopolitan en Español• Place billboard advertisement in Bal Harbour• Research upcoming media and editorial opportunities for Cartier, both in Spanish and Eng-

lish• Create monthly report with month’s account activities July 2012:• Begin drafting and developing advertising and public relations materials for in-store Cartier

promotional event and for the second launch party in Miami• Place Facebook advertisements for the entire month of July• Write and distribute press release for the in-store Cartier event in Spanish and English for

target market in South Florida• Monitor online social media sites for Juste Un Clou and continue to update and maintain

Cartier website• ReleaseEnglish,full-pagemagazineadvertisementsofJusteUnClouinVenueMagazine


• Research upcoming media and editorial opportunities for Cartier, both in Spanish and English• Meet with brand ambassador, Ricky Martin, and client to discuss year’s campaign and pro-

motional appearances for Juste Un Clou collection• Create monthly report with month’s account activities

August 2012:• Host in-store Cartier event to showcase Juste Un Clou to target market and local media• Place Facebook advertisements for the entire month of August• Monitor online social media sites for Juste Un Clou and continue to update and maintain

Cartier website• Write and distribute media alert announcing launch party event details to top 10 channel

outlets in South Florida, both in Spanish and English• Host the second launch party for Juste Un Clou in Miami mid-August• Research upcoming media and editorial opportunities for Cartier, both in Spanish and English• Create monthly report with month’s account activities

September 2012: • Begin advertising and public relations surrounding Media Partnership event• Write press release for local consumer fashion, lifestyle and lush media outlets in South

Florida, announcing media partnership event details• Place Facebook advertisements for the entire month of September• ReleaseEnglish,full-pagemagazineadvertisementofJusteUnClouinOceanDriveMagazine• Place billboard advertisement in Brickell• Monitor online social media sites for Juste Un Clou and continue to update and maintain

Cartier website• Research upcoming media and editorial opportunities for Cartier, both in Spanish and English• Create monthly report with month’s account activities October 2012:• Host Media partnership/ Tweet-up event• Begin advertising for holiday promotional events• Produce and begin filming commercial with brand ambassador, Ricky Martin in South Florida

location. Time and place to be determined & confirmed with client• Place Facebook advertisement for the entire month of October• ReleaseEnglish,full-pagemagazineadvertisementofJusteUnClouinOceanDriveMagazine• Monitor online social media sites for Juste Un Clou and continue to update and maintain

Cartier website• Research upcoming media and editorial opportunities for Cartier, both in Spanish and English• Create monthly report with month’s account activities

November 2012:• Begin advertising and public relations for The Collection promotional event• Write press release for local consumer fashion, lifestyle and lush media outlets in South

Florida, announcing The Collection promotional event details• Create advertisements and all collateral creative materials for remainder of campaign, until

June 2013 • Place Facebook advertisements for the entire month of November


• ReleaseEnglish,full-pagemagazineadvertisementofJusteUnClouinAventuraMagazine• ReleaseSpanish,full-pagemagazineadvertisementofJusteUnClouinCosmopolitanEnEs-

pañolmagazine• Feature Juste Un Clou billboard in Spanish in Downtown Miami• Monitor online social media sites for Juste Un Clou and continue to update and maintain


December 2012:• Host The Collection event• Create recap report for 2012 promotional events• Write press release for local consumer fashion, lifestyle and lush media outlets in South

Florida, with details from the upcoming Cartier/Juste Un Clou promotions for the holidays and announce the Facebook contest with brand ambassador, Ricky Martin

• Place Facebook advertisement for the entire month of December• ReleaseEnglish,full-pagemagazineadvertisementofJusteUnClouinOceanDriveMagazine• Monitor online social media sites for Juste Un Clou and continue to update and maintain


January 2013:• Begin advertising and public relations surrounding art exhibition promotional event• Place Facebook advertisements for the entire month of January• ReleaseEnglish,full-pagemagazineadvertisementsofJusteUnClouinOceanDriveMagazine• Place billboard advertisement in Bal Harbour• Research upcoming media and editorial opportunities for Cartier, both in Spanish and English• Monitor online social media sites for Juste Un Clou and continue to update and maintain

Cartier website• Create monthly report with month’s account activities

February 2013:• Host art exhibition event at the Moore Building• Write press release for local consumer fashion, lifestyle and lush media outlets in South Flori-

da, announcing exhibition event at the Moore Building and Valentine’s Day sales promotions.• Place Facebook advertisements for the entire month of February• ReleaseEnglish,full-pagemagazineadvertisementsofJusteUnClouinOceanDriveMagazine

andVenuemagazine• Monitor online social media sites for Juste Un Clou and continue to update and maintain


March 2013:• Begin advertising for Habitat for Humanity of Greater Miami collaboration• Write press release for local consumer fashion, lifestyle and lush media outlets in South


Florida, announcing Habitat for Humanity of Greater Miami partnership• Place Facebook advertisements for the entire month of March• ReleaseEnglish,full-pagemagazineadvertisementofJusteUnClouinAventuramagazine• Monitor online social media sites for Juste Un Clou and continue to update and maintain


April 2013:• Continue advertising for Habitat for Humanity of Greater Miami• ReleaseEnglish,full-pagemagazineadvertisementofJusteUnClouinVenueMagazine• Place Facebook advertisement for the entire month of April• Monitor online social media sites for Juste Un Clou and continue to update and maintain


May 2013:• Begin Habitat for Humanity in Greater Miami promotion that will last throughout the end of

the month• Write press release for local consumer fashion, lifestyle and lush media outlets in South

Florida, announcing Habitat for Humanity in Greater Miami event details• Place Facebook advertisements for the entire month of May• ReleaseSpanish,full-pagemagazineadvertisementofJusteUnClouinVanidades• Magazine• Feature billboard in Spanish in Downtown Miami• Monitor online social media sites for Juste Un Clou and continue to update and maintain


June 2013:• Monitor online social media sites for Juste Un Clou and continue to update and maintain

Cartier website• Place Facebook advertisements for the entire month of June• ReleaseEnglish,full-pagemagazineadvertisementofJusteUnClouinVenueMagazine• End year-subscription for PR Newswire services• Write annual report for Juste Un Clou campaign, including all sales, PR, marketing and adver-

tising statistics and implementations


Budget


Note: This chart is based on what we are using the most of our budget towards which will be providing residual effects to our overall campaign.


Evaluation

Evaluation Plan Components

Purposes: This plan will serve as a measurement guidepost that does a quarterly check of sales and promotion initiatives, to ensure the success of our desired outcomes.

Questions: • Are public relations and social media strategies creating awareness?• Is the target market identifying with the brand ambassador?• Are sales on track to meet or exceed goals based on quarterly figures?

Logistics: Lauren Jordan (Media Director) and Adriana Bittar (Sales/Promotions Director) will compile quarterly reports reflecting the progress of our campaign, more specifically, in the areas of sales and brand awareness.

Methods: This section describes the evaluation designs and procedures. There are scores of designs and hundreds of procedures that can be used. However, we chose elements essential to the purposes and questions of our client, while keeping within the budget and time line of the campaign.


Appendix

Cartier151 NE 40th StreetMiami, FL 33137 June 10, 2012

Contact: Rachel Castro, CMO, Cartier P: 305-444-1234 F: 305-444-1246 [email protected] NEWS RELEASE: FOR IMMEDIATE RELEASE

CARTIER OPENS BOUTIQUE IN MIAMI DESIGN DISTRICT

MIAMI (June 10, 2012) – Cartier, the renowned luxurious French jeweler and watchmaker, an-nounced today that it will bring the red carpet looks to the opening of its new store in Miami this summer. It will be one of the first new luxury tenants to open in the Miami Design District in Au-gust, joining hundreds of leading designers, contemporary and traditional furniture showrooms, antiques dealers, art galleries and retail spaces developed by Craig Robins and his company DACRA.

To celebrate, Cartier will invite Cartier Facebook fans to private in-store parties a week prior to its grand opening, with a bonus sneak peek at their new collection, Juste Un Clou. Some styles from the collection have already been worn on celebrities including Beyonce, Lou Reed, Lily Col-lins and Rita Ora.

Plans for the new 4,331-square-feet boutique include new luxurious and contemporary ele-ments,glassdisplayscasestrimmedinbronzeandoakwoodfloors,fourprivateviewingroomsand a mix of Cartier’s jewelry, watches and haute couture accessories.

“We look forward to welcoming clients to the new boutique and continuing our strong pres-ence in Miami that we’ve had for more than 30 years,” said Emmanuel Perrin, president and chief executive of Cartier North America.

MEDIA CONTACTRachel Castro, CMO, CartierP: 305-444-1234F: [email protected]

###New Store 1/1


Cartier151 NE 40th StreetMiami, FL 33137 August 13, 2012

Contact: Rachel Castro, CMO, Cartier P: 305-444-1234 F: 305-444-1246 [email protected] NEWS RELEASE: FOR IMMEDIATE RELEASE CARTIER HOSTS JUSTE UN CLOU LAUNCH PARTY MIAMI (August 13, 2012) – Just a week from the new store opening, luxury French jeweler and watchmaker Cartier announced today that they will host a party to welcome the launch of its new signature collection, Juste Un Clou, to the city of Miami. Brand ambassador, Ricky Martin, and jewelry designer Renato Cipullo, will be hosting the “Rebel” themed event, bringing thou-sands of guest stars, celebrities and lead designers for a night of recognition at the Turnberry Isle Resort in Aventura, Fla.

Cartier’s launch celebrates Aldo Cipullo’s designs from New York City in the 1970s. A reinter-pretation of a bracelet that Aldo Cipullo created for Juste Un Clou, the launch party will debut the 18-karat yellow gold bangle and it will auction several pieces from the collection. Models, includingArizonaMuseandMirandaKerr,willbedressedinallblackattireandsportingthenewline. Hors d’oeuvres, drinks and party favorites will be served all night and touchscreen televi-sions displaying Juste Un Clou information will be scattered around the main room. Side events include a contest to find the new model to showcase with Ricky Martin at the next Cartier Mi-ami event later this year. The Juste Un Clou line features bracelets and rings that come in a variety of colors, including white and rose gold, with and without diamond embellishments. Emmanuel Perrin, the president and CEO of Cartier North America, said that “this release and our party will reflect Cartier’s move to connect with a younger audience. We are inspiring peo-ple to be edgy and extravagant but all while keeping with the Cartier cult of class and elegance.” Cartier’s Juste Un Clou collection will be available at its new boutique in Miami’s Design District starting this summer. MEDIA CONTACTRachel Castro, CMO, CartierP: 305-444-1234F: [email protected] ### Launch party 1/1


Focus Group Research

I. Moderator Introduction: Introduce yourself

II. Participant Introduction: Get a quick introduction of the participants. Ask them to mention their favorite jewelry line and/or favorite jewelry items to wear.

III. Participation Process: Explain the purpose of this focus group. • Purpose of this research is to find out the incentives behind buying expensive jewelry. (Do

not mention the specific client nor/specific line until further on). Do mention this is a research among Hispanics since we want to know what their likes/dislikes are towards jewelry.

• Privacy: Do mention all information is and will remain anonymous and there is no right or wrong answers. This is just a jewelry study for the sole purpose of research.

IV. Opening Statement/Warm Up: Moderator to start conversation with participants by asking about participants’ family history and memories of their country. Go on to ask about their fami-lies’ traditions when it comes to giving/buying a gift.

V. Evaluation of jewelry lines: Moderator to ask participants to mention some of the jewelry lines they think of the most when they think of expensive collections. Ask them what makes them so memorableandrecognized.Askwhichbrandtheywouldbuy/wearandwhy.Askthemwhatmemories/images come to mind when you see expensive jewelry. Ask them the age when they first started to wear jewelry. Ask them about the jewelry that is popular in their country. VI. Introduce Cartier Product Line: Ask participants if they have heard of Cartier before. If so, how and what (if any) is it that they own from Cartier. Show website www.cartier.com. Ask input as to what they think of the website and its products. Would they buy something from Cartier? How much would they spend, for whom and for what occasion? VII. Introduce Cartier’s Juste Un Clou Collection: Tell participants you want to show them a par-ticular example of a collection Cartier carries. Cue website and show photos (you can show the below or add your own) VIII. Ideal Ad/Promotion: Ask participants what would be the ideal promotion or advertisement they would have to see for them to be interested in this collection. Where would it have to ap-pear? What famous celebrities or people do they picture wearing this? How much are they will-ing to spend for this? How much do they think it costs? For whom would they buy it and who do they picture wearing this. If given as a gift, would they like it more and why or why not.


IX. Where would they go to buy this product? In-store? Online? Catalogs? Other ways? Have they ever visited a Cartier store or any other expensive jewelry store? Ask them to describe their experience. What made it memorable? What did they like/dislike?

X. Final thoughts: Ask participants any final thoughts on jewelry overall and where do they see the fashion industry going. Five years from now? 10 years? 20 years?

XI. Extras: What new designs in jewelry do they want to see in the future? What occasions call for wearing a nice piece of jewelry? How much do they have to be earning (income) to spend more money on themselves? Do they have any advice for jewelry designers/artists?


Brand Ambassador

Ricky Martin Ricky Martin is unquestionably the leading Latin Music figure of his generation. His instinctive understanding of rhythm, passion for performing, willingness to take creative risks and natural charisma has led Martin down a musical path of artistry and superstardom. Since his earliest days as a performer, Martin has al-ways known that in order to have an enduring career, his musical evolution must never end. That is why he has honed his creative spirit by exploring the diver-sity of Latin music genres. Knowing that music has no boundaries has fed his artistic growth and inspired his voice to become a vehicle of diverse expression. With perseverance and hard work over the course of a two decade career, Martin has become one of the world’s top- solo artists, having sold more than 55 million albums.

Charities Ricky Martin is an ambassador for many worldwide charities, including his very own:The Ricky Martin Foundation:Working for the well being of children around the globe in critical areas such as social justice, education and health. Supporting structured, equal opportunity initiatives that will secure chil-dren the right to be children, and provide them a more promising life.He has also supported the following charities:ALASAmerican Foundation for AIDS ResearchBarbara Davis Center for Childhood DiabetesHabitat For HumanityInternationalOrganizationforMigrationMusic for ReliefYo Amo America


Fan Base


Print Ads


Social Media Posts


TV Commercial Storyboard


References

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Bassi/Vouge, A. (2012, April 12). Cartier Nails it Again. ww.vogue.it. Retrieved August 2, 2012, from http://http://www.vogue.it/en/vogue-gioiello/news/2012/04/cartier-juste-un-clou

Bio.True Story (n.d.). Ricky Martin Biography . Bio.True Story. Retrieved August 2, 2012, from http://http://www.biography.com/people/ricky-martin-9542230

BornRich.com (2012, April 14). Cartier’s new minimalistic bracelet personifies modern woman. BornRich.com. Retrieved August 2, 2012, from http://http://www.bornrich.com/cartiers-new-minimalistic-bracelet-personifies-modern-woman.html

Carr/LuxuryDaily.com, T. (2012, March 20). Louis Vuitton, BMW tower over competitors for global brand recognition: study. LuxuryDaily.com. Retrieved August 2, 2012, from http://http://www.luxurydaily.com/consumers-won%E2%80%99t-budge-from-luxury-brands-study/

Drawn to Science Education (2009). Qualitative Methodology. Drawntoscience.com. Retrieved August 2, 2012, from http://http://www.drawntoscience.org/researchers/methodology/qualita-tive-methodology.html

ERelyx (2012, March 8). Omega is Gaining on Rolex in Worldwide Market Share. eRelyx. Re-trieved August 2, 2012, from http://http://www.erelyx.com/blog/article/tag/cartier-market-share

Hon/HauteLiving, J. (2012, April 21). Cartier Nails it with New Juste un Clou Collection.HauteLiv-ing.com. Retrieved April 2, from http://http://www.hauteliving.com/2012/04/cartier-nails-it-with-new-just-un-clou-collection/

Hoovers (n.d.). Top Cartier SA Competitors. Hoovers.com. Retrieved August 2, 2012, from http://http://www.hoovers.com/company/Cartier_SA/hshfri-1-1nji3i-1njhu5.html

IBIS World (2012, May). Jewelry Stores in the US: Market Research Report. IBIS World. Retrieved August 2, 2012, from http://www.ibisworld.com/industry/default.aspx?indid=1075http://

Look to the Stars (n.d.). Ricky Martin Charity Work, Events and Causes.Looktothestars.com. Re-trieved August 2, 2012, from http://http://www.looktothestars.org/celebrity/319-ricky-martin

MarketResearch.com (2011, October 13). The Jewelry Report 2011. MarketResearch.com. Re-trieved August 2, 2012, from http://http://www.marketresearch.com/Unity-Marketing-Inc-v642/Jewelry-6640830/


MarketResearch.com (2011, October 13). The Jewelry Report 2011. MarketResearch.com. Re-trieved August 2, 2012, from http://http://www.marketresearch.com/Unity-Marketing-Inc-v642/Jewelry-6640830/

National Jeweler (2012, April 15). U.S. Hispanics young and driving consumption. Retail Surveys. Retrieved August 2, 2012, from http://U.S. Hispanics young and driving consumption PR Web (2011, February 27). How to Go Upmarket in a Down Economy. PRWeb.com. Retrieved August 2, 2012, from http://http://www.prweb.com/releases/2012/2/prweb9229523.htm PurseForm (2009, February). PurseForm.com. Retrieved August 2, 2012, from http://http://forum.purseblog.com/the-jewelry-box/cartier-non-cartier-lovers-true-opinions-onthe-juste-748847-3.html Revill/The Wall Street Journal, J. (2012, March 25). Cartier Watches the Luxury Market.The Wall Street Journal. Retrieved August 2, 2012, from http://http://online.wsj.com/article/SB10001424052702303812904577291470421859842.html RickyMartinMusic (n.d.). RickyMartinMusic.com. Retrieved August 2, 2012, from http://http://www.rickymartinmusic.com/ Slideshare.net (n.d.). 2012 USH Media Kit. Slideshare.net. Retrieved August 2, 2012, from http://http://www.slideshare.net/LOGOSPR/cosmopolitan-en-espanol-2012-us-hispanic-media-kit-televisa-publishing-and-digital Slideshare.net (n.d.). LOGOS PR, INC.. Slideshare.net. Retrieved August 2, 2012, from http://http://www.slideshare.net/LOGOSPR

U.S. Department of Commerce (2012, July 6). State & County QuickFacts. United States Census Bureau. Retrieved August 2, 2012, from http://http://quickfacts.census.gov/qfd/states/12/1245000.html

VanityFair, A. (2012, April 13). Cartier, Juste Un Clou, and New York City in the 70s. VF Daily. Retrieved August 2, 2012, from http://http://www.vanityfair.com/online/daily/2012/04/Cartier-Juste-Un-Clou-and-New-York-City-in-the-70s

Venue (2012, April 11). ADVERTISE IN VENUE. Venue.com. Retrieved August 2, 2012, from http://http://www.venuemagazine.com/acerca-de-venue/advertise-in-venue/

SUMMER 2012

Cartier's Juste Un Clou "Rebel" - Book

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Transcript of Cartier's Juste Un Clou "Rebel" - Book