2. Introduction to the Swarovski
Brand
• Founded in 1895 by Daniel Swarovski
•Original fields of work included:
•manufacture of optical products and decorative stones
• Crystal cutting, abrasives and grinding tools
•1973: Olympic Winter games paperweight and key ring tribute
•1974: Max Schreck‟s “Accidental "creation of successful
product line
•1995: Swarovski‟s centenary and the opening of 'Kristallwelten„
•Distributes to 42 countries globally
5. Research
Primary:
– Majority of purchases made are gifts for
others
– Repeat purchase or purchased as an add-on
product
– Only 40% associated jewellery with Swarovski
6. Research
Secondary
– Mixture of both an individualistic and
collectivistic culture
– “Swarovski Crystals is one such brand that is
undoubtedly playing a dangerous game in
terms of maintaining a luxury image”
– Increased demand for diamond and crystal
jewellery in the marketplace
7. Defining the Target Audience
• Female; aged 20-30; urban
• Living in Northern Ireland
– therefore: 139, 967 people (NISRA, 2011)
• Young, educated and employed professionals
– Socio-economic groups: B, C1 & C2
• Relationship status
– Single / in a relationship / engaged
8. Campaign Aim
& Objectives
• Aim: to creatively demonstrate how
Swarovski can powerfully engage their
jewellery range with younger customers
aged 20-30.
– Focus on awareness and engagement
– Focus on changing perceptions
– Focus on sales
– Focus on completion of campaign
9. Objectives
Focus on awareness and engagement:
• To develop advertising ideas which aim to increase awareness
of the Swarovski brand by over 25% in total and at least 18% for Swarovski jewellery.
• To increase online engagement with Swarovski jewellery by at least 15%.
• To continually increase brand knowledge and positive understanding of its benefits by 15%
to attract current and potential customers through an emphasis of product credibility.
• To encourage returning customers to maintain their brand loyalty by providing
comprehensive and persuasive motivational incentives.
Focus on changing perceptions:
• To alter mental dispositions within the target audience by altering current images of and
attitudes towards the Swarovski brand within Northern Ireland. This will be achieved by
understanding the degree to which consumers must be changed by carrying out a minimum
of 60 surveys with the target audience in NI.
10. Objectives
Focus on sales:
• To create new sales equating to 12% of existing total sales amongst people who regularly
purchase jewellery in-store and online but who have never purchased any Swarovski
jewellery, some of which to be generated online.
• To create new sales equating to 4% of existing total sales amongst people who do not regularly
purchase jewellery, some of which to be generated online.
• To effectively encourage the target market to purchase the brand directly from Swarovski or
from other jewellery retailers who stock the brand; to increase in-store purchases between 15–
30% or at minimum to receive a return on investment.
• To increase online purchases by between 5-15%.
Focus on completion of campaign:
• To effectively and efficiently complete this advertising campaign during a 12 month period
between May 2012 and April 2013 and to remain within the above-the-line media budget of
£100,000.
11. The Creative Strategy
• Aim: To convey the message of
Swarovski‟s unique quality products to the
target audience
– To engage the target audience with our
various forms of advertising.
– To build an awareness of the Swarovski
brand.
– Change the attitudes of our target audience
and perceptions of Swarovski.
– Change consumer buying behaviours.
12. 3 Separate Campaigns
• Core Message:
- “That special something for that special
occasion.”
1. Spring/Summer 2012
2. Winter 2012/2013
3. Spring/Summer 2013
13. 3 Separate Campaigns
• Spring/Summer 2012
– London Olympics
• Symbolism, Web Address
• Winter 2012/2013
– Valentine‟s Day & Christmas; Entrapped Collection
• Use of colour
• Spring/Summer 2013
– Continuation of Entrapped Collection
• Trapeze artists; use of colour
14. Media Strategy
• Aim: to fully support & implement 12-
month creative strategy devised to
promote Swarovski.
– Select media vehicle that maximises
opportunities to be seen by females aged 20-
30 years.
– Select media mix and plan that does not
exceed budget of £100,000.
15. Media Strategy
• Above the line:
– Press: monthly magazine Glamour
– Outdoor: Adshels
• Below the line:
– Sales promotion: jewellery-shaped drink mats
• Internet
– Social media competitions
16. Implementation
• We model our advertising strategies on
the following philosophy:
“…they must be capable of building
brands in the long term.” (Jones, 2002)
• Aim: To build awareness of Swarovski in
NI
– On going advertising
17. Activity timings
Advertising task name Duration (days) Start date End date
Coming soon (All billboards and adshels) 14 01/05/2012 18/05/2012
Advertising strategy launch event - Titanic
Quarter 1 15/05/2012 15/05/2012
Titanic imagery 41 16/05/2012 11/07/2012
Olympic imagery (for the duration of the
Olympics) 34 11/07/2012 27/08/2012
Start of our Autumn/Winter campaign 124 28/08/2012 15/02/2013
Spider's Web image 58 30/08/2012 19/11/2012
Christmas christmas campaign and imagery 24 20/11/2012 21/12/2012
Police mugshot image 27 26/12/2012 31/01/2013
St Valentine's Day camaign 10 01/02/2013 14/02/2013
Spider's Web image 9 18/02/2013 28/02/2013
Spring/Summer 2013 campaign 44 01/03/2013 01/05/2013
Entrapped: Trapeze artist imagery 20 04/03/2013 29/03/2013
Entrapped image with the coloured cushion 25 01/04/2013 03/05/2013
21. Budgeting
Marketing Budget Plan Research
Public
Relations Communications
3% Research
Advertising 1% Networking
17%
Launch Event at Titanic
Quarter
Promotions
10% Communicati Promotions
Launch Event ons
4% 65%
Advertising
Networking
0% Public Relations
22. Conclusions and
Recommendations
• How to target a younger audience
– Social media
– Negotiate lower prices without negotiating reputation for luxury
• How to reinforce positive brand attitudes
– Celebrity endorsement
– Charity fund raising
• How to engage consumers
– Competitions
– Male specific advertising campaigns
– Purchasing incentives
• Opportunities for sale increase
– Capitalise on key events on the social calendar with limited
edition lines
– Further support from stockists
