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Luxe ppt

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Luxury Brand Management

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Luxe ppt

  1. 1. ASSIGNMENT “Compare and Contrast the business processes, target customers and brand positioning of two luxury brands” The 2 brands taken are : Van Cleef Arpels Cartier
  2. 2. CONTENTS # About Van Cleef Arpels # About Cartier # Business Process - Marketing Mix Comparison # Targeting Comparison #Positioning Comparison
  3. 3. VAN CLEEF & ARPELS IS THE HIGH JEWERLY & WATCHMAKING MAISON IN THE RICHEMONT PORTFOLIO ABOUT THE BRAND – VAN CLEEF ARPELS Wedding of Estelle Arpels and Alfred Van Cleef. Creation of the Maison Van Cleef & Arpels and opening of 22 Place Vendôme. “ ” The Origins VAN CLEEF & ARPELS IS A HIGH JEWELRY MAISON BASED ON THE VALUES OF CREATION, TRANSMISSION AND EXCEPTIONAL SAVOIR-FAIRE. EACH NEW COLLECTION OF JEWELRY AND TIMEPIECES IS INSPIRED BY THE STRONG HERITAGE OF THE MAISON AND TELLS A UNIQUE STORY WITH A UNIVERSAL CULTURAL BACKGROUND AND TIMELESS MEANING. “ ” Nicolas Bos, Van Cleef & Arpels CEO
  4. 4. ABOUT THE BRAND - VAN CLEEF ARPELS #Its universe strongly inspired by Couture, Nature, Fairies, Love, Travel, Dance, # Its innovation * #Its craftsmanship with the unique “Serti Mysterieux” certified in 1933 # Its main pieces # Its close relationships with royalties and celebrities MAIN VALUES & CHARACTERISTICS
  5. 5. ABOUT THE BRAND – VAN CLEEF ARPELS MAIN VALUES & CHARACTERISTICS * Innovation : Ref 1 : Zip necklace: 3D transformation into a bracelet “Video for Van Cleef Arpels Innovation and Craftsmanship”
  6. 6. ABOUT THE BRAND - CARTIER “ Founded in 1847 in Paris by Louis- Francois Cartier CARTIER IS A REFERENCE OF TRUE AND TIMELESS LUXURY, CRAFTSMANSHIP AND UNIQUE CREATIONS. ” OVER THE LAST 160 YEARS, THEIR PIECES HAVE BECOME JEWELLERY WARDROBE CLASSICS. The Origins Historic icon and registered trademark of the brand- The birth of Cartier in 1847 Cartier – Pioneer in Modern Watch Making “The Jeweller Of Kings And The King Of Jewellers”
  7. 7. ABOUT THE BRAND - CARTIER MAIN VALUES & CHARACTERISTICS # Universe strongly connected to - nature Cartier – Flora Cartier – Fauna Cartier – La Panthère # Close and long history with royalty and celebrities. “DRIVEN BY A CONSTANT QUEST FOR EXCELLENCE IN DESIGN, INNOVATION AND EXECUTION, THE MAISON HAS BECOME A LEADER AND PIONEER IN ITS FIELD” (Stanislas de Quercize, Cartier CEO), # Iconic Products The Tank watch (1917), The Trinity ring (1924), The Love Bracelet (1969).
  8. 8. MARKETING MIX – Product BOTH MAJORLY FOCUS ON : 1) JEWELLERY 2) WATCHES. DIFFERENCE # JEWELLERY & WATCHES VAN CLEEF ARPELS CARTIER 1. Mounting technique for gems, nature and stories 2. Unique Italian watch craft method provides high reputation of watch making 3. Jewellery and watches of VCA combines the technique and love stories For instance, when a watch is ticking, you can see a couple slowly get close and finally kiss each other on a watch 1. Jewellery and watch has wider range of design 2. Core ideas of different collection not the same 3. Key expression shown – elegance & luxury 4. No story telling
  9. 9. MARKETING MIX – Price VAN CLEEF ARPELS CARTIER 1. Does not have much product as Cartier 2. Total price is higher than Cartier 3. NO product for entry-level customer 1. Many products to satisfy Different demands of customer 2. Different price for different level of customer 3. Products for entry level customer CARTIERVAN CLEEF ARPELS Entry Level Pricing Middle Level Pricing Top Level Pricing Caters All Middle Level Pricing Top Level Pricing ALTHOUGH VCA IS NOT AS WELL KNOW AS CARTIER IN THE WORLD. BUT MOST CUSTOMER OF VCA IS ROYAL FAMILY AND STAR. THEY HAVE ENOUGH PURCHASING POWER. SO VCA CAN PRICE A HIGH PRICE FOR THEIR PRODUCT. “
  10. 10. MARKETING MIX – Place VAN CLEEF ARPELS CARTIER 1. To get more target people as possible 2. Besides 5 prestigious flagship stores, Cartier has launched more 200 retail stores in commercial center or super shopping malls 1. Van Cleef & Arpels at most of the time only launches one store in some big cities. 2. Van Cleef Arpels stores can be regarded as flagship stores. VCA proposes to achieve a brand image of prestigious, unique design and traditional italian craftsmanship. 3. As a result, the locations of Van Cleef Arpels stores are the place in the city center with history and memorial moments. Store Launch Strategy
  11. 11. Store Decoration Presents pure and high level brand image Mainly white decoration in the store because mainly famous for its diamonds Black with yellow light famous for it’s gems and ruby instead of diamonds. Some local elements added so all store are different VAN CLEEF ARPELS CARTIER MARKETING MIX – Place
  12. 12. MARKETING MIX – Promotion # Advertisement – Depicts fashion design and luxury decoration Concept - Modern “L’Odyssee de Cartier” , Film # Exhibition – In china , Not Digital # Social activity – Care more about female customers VAN CLEEF ARPELS CARTIER # Advertisement – Depict Love story, Romantic # Exhibition - Days of Luck , Digital Activity # Social activity - Les Voyages Extraordinaire To protect endangered animals make customers realise love for animals.
  13. 13. TARGETING : Van Cleef Arpels & Cartier # Type 1 FOR CARTIER - success converting people to its philosophy so for them Cartier only a product possession . ( So little possibility of making them a loyal customers ) 3. Initiated and wealthy consumers 3Kinds Of Customers 1. Non-initiated consumers 2. Initiated consumers FOR VAN CLEEF & ARPELS, THE CUSTOMER PROFILE IS SLIGHTLY DIFFERENT. IN FACT, IN PEOPLE’S MIND, THE BRAND IS MORE INNOVATIVE THAN CARTIER. FOR THIS REASON IT IS LOOKING AT A YOUNGER AUDIENCE. # Customers more interested in the brand philosophy than it the product itself ” “
  14. 14. POSITIONED AS PIONEERS IN THE HIGH JEWELRY & WATCHMAKING WORLD, CARTIER AND VAN CLEEF & ARPELS BUILT THEIR SUCCESS ON BRAND STORYTELLING.“ ” POSITIONING : Van Cleef Arpels & Cartier Vedio : Cartier March 2012 “L’odyssée”
  15. 15. POSITIONING : Van Cleef Arpels & Cartier Video : Poetic wish watches by Van cleef Arpels
  16. 16. POSITIONING : Van Cleef Arpels & Cartier # Magnificent images have one precise purpose: make people discover The Cartier Passion # A medium to thank it’s loyal customers #There is mystery enough to make the jewels appear as icons of the brand # Customers feel intimate – each symbolic piece inspires passion and commitment # Sensuality - music ,camera , panther VAN CLEEF ARPELS CARTIER # Story telling - this movie reminds us of a fairy tale universe which inspired the creation of the watches. # The dreamful universe which inspires each of the watches. #Advertising movies in a much more modern way than Cartier # Brand has a youngest image than Cartier and uses its YouTube channel as a social media to connect with its customers The positioning has been compared with the Videos presented by both the companies . As a conclusion, we can say that these two videos tell a lot on the way Cartier and Van Cleef & Arpels want to be perceived by their customers.“ ”
  17. 17. CONCLUSION # Cartier can be regarded as a timeless brand with the excellent store locations around the world. It is the style of elegance #VCA is a brand of classic and in the unique poetic aura with a high jewellery Mansion to design and produce the “beauties” # But in Nutshell, Quite challenging for both Maison to keep its heritage, craftsmanship as its best and to be innovating
  18. 18. www.vancleefarpels.com www.cartier.com http://www.strategies.fr/grands-prix/246/grand-prix-strategies-amaury-medias-du-luxe-2012/le- laureat/1914954W/cartier-l-odyssee-fantastique.html Interview of Thierry Lamouroux (Cartier Watchmaking Marketing Development director) by Luxury Insider: http://www.luxury-insider.com/features/2011/interview-thierry-lamouroux-for-cartier http://www.luxurydaily.com/van-cleef-arpels-targets-younger-audience-with-elle-social-video-series/ Interview of Thierry Lamouroux (Cartier Watchmaking Marketing Development director) by Luxury Insider: http://www.luxury-insider.com/features/2011/interview-thierry-lamouroux-for-cartier http://www.luxurydaily.com/van-cleef-arpels-targets-younger-audience-with-elle-social-video-series/ As on 19/09/2014 REFERENCES
  19. 19. THANKYOU !!

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