IMC - Cultured  Diamond
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Integrated Marketing Communications Project, Spring 2010

Integrated Marketing Communications Project, Spring 2010

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  • Quality at 3 rd bullet
  • Diamond Mines vs. normal landscapes Two diamonds identical but from different sources Children in Africa Gemologist examining diamond
  • Roses with Champaign Glass Exotic, rare flowers
  • 8 methods of marketing communications – plan to use FOR our marketing campaign
  • First method… is ADVERTISING. Couple of different kinds of media available for our advertising One of them is TV ADS **TRISH** Another type… + videos + banner ads  websites - Final type… we will use… PRINT ADS
  • 2 nd method of Marketing Com that we plan to use is PUBLIC RELATIONS To start the buzz about cultured diamonds  using PRESS RELEASES + PROVIDE information + INFORM the public
  • In order to FUEL our PRESS RELEASE, we can pull information from INDEPENDENT empirical studies. These studies provide evidence of our product’s QUALITY and VALUE.
  • Once the press is familiar with cultured diamonds ENCOURAGE them to write ARTICLES.
  • EXAMPLE of the type of ARTICLE
  • ANOTHER EXAMPLE of where you might find ARTICLES about our product.
  • To better explain cause marketing… REITERATE a couple of our important goals. We want cultured diamond to become the THOUGHT LEADER amongst our target market(S) Connect…. + Who? + How do we find them? SUPPORTERS of humanitarian causes + How will we attract them? SUPPORT a cause that they support
  • CONSISTENT with these goals and cause, we’ve developed a primary cause marketing campaign We’re gonna hold a GALA GUESTS: Members of key psychographics we’re trying to target + people who are interested in HUMANITARIAN causes + people who enjoy attending galas + OF COURSE press who cover events and people like this.
  • REMEMBER: The purpose of our marketing campaign is to introduce the product, create awareness about the product ACCORDINGLY, these activities revolve around the product and promote the CDF. PRESENTATION: about the characteristics, quality, and value
  • The final method I’m going to talk about is SPONSORSHIP. Ideally, this method will be integrated into all of our methods of marketing communications.
  • The next method is Personal Selling, since it is the only opportunity for personal interaction with the comsumers, our goal is to educate consumers about cultured diamonds and their benefits. We also try to encourage preference over natural diamonds and stimulate purchase at the jewellery store. At the authorized cultured diamond retailers, we will have cultured diamond specialist in store to answer any questions customers may have. In their sales leads, they will show our ads, press releases and magazine/journal articles, include info in sponsorship, cause mkg and any sales promo (sweepstakes) we are running currently. On the website, you should be able to “find the cultured diamond specialist closest to you” by zip code search.
  • For sales promotion, we will use two different short term techniques to create incentives for both our channels of distribution and end-users. For the jewelery retailers, we will use the push method, which we will attend tradeshows, offering merchandising aids to inform them and offer allowances or rebate in a short period of time. For consumers on the other hand, our goal is to get customers to come to the store and ask for the product. Therefore, we will introduce our “sweepstakes” and contests where winners will get 2 comp admission tickets to our Gala.
  • The CDF maintains a database with customer info retrieved through: Latest news of the cultured diamond market and/or association, sponsorship events, PR activities Integrate PR or sweepstakes within the letter. “ Diamonds with a conscience”
  • Include the CDF website in every direct mailing campaign Increase credibility by including information on current ads and PR related topics

IMC - Cultured Diamond Presentation Transcript

  • 1. A Campaign for Awareness
  • 2. IMC Project – Spring 2010 Patricia Arenas Anu Battogtokh Fai Charoonsri Shirley Ho Duygu Hostan Katharina Ruland
  • 3.
      • Laboratory-grown
      • Originally manufactured for industrial purposes
      • Gem-quality technology developed by Soviet scientists
      • Characteristics :
        • Optically, physically, and chemically identical to natural diamonds
        • The 4 C’s:
          • Clarity, Color, Cut, and Carat weight
  • 4.
      • De Beers – 50% of the market share
      • Diamond mines: South Africa, Canada
      • Price reflects diamond’s rarity – FALSE
        • Price is arbitrary
      • Demand of diamonds
        • Controlled by De Beers
  • 5.  
  • 6.
      • Cultured diamonds manufacturers:
        • Gemesis Cultured Diamonds
        • Apollo Diamond
        • Chatham Created Gems
        • Lucent Diamonds
        • New Age Diamond
  • 7.
      • Issue: Lack of Awareness
        • “ The typical consumer has a tough time grasping the concept of a man-made diamond”
        • “ The stones are for the more sophisticated clients who are not enamored with the fact that stones must come out of the ground”
        • 1-Cultured Diamond
  • 8.
      • Authorized Retailers
      • Wholesale Distributors
      • Michael Drechsler Jewelry Ltd.
      • On-line Distributors
      • Jewelnet.com
      • Supply Chain : Creation  Detection  Terminology  Disclosure  Information for Retailers  Information for Customers
  • 9.  
  • 10.
      • www.cultureddiamondfoundation.org
      • Created in 2006
      • Established to ensure the highest standards prevail within the cultured diamond industry
      • International foundation
      • Members – representatives of all the different elements of the supply chain
  • 11.  
  • 12. Marketing Campaign
  • 13.
        • Goal:
        • Increase awareness by 30% within 1.5 years
      • Benchmark:
        • Current level of awareness was assessed through an incentive-based survey in December 2009
        • Results:
        • 55% - cultured diamond awareness
  • 14. March ‘10 baseline identified Final assessment August ‘11 October ‘10 PR campaign launched June ‘11 Gala Target Markets research April ‘10 June ‘10 advertising campaign launched awareness assessment #1 August ‘10 awareness assessment #1 April ‘11 awareness assessment #2 November ‘10 awareness assessment #3 February ‘11 March ‘10 “buzz” campaign launched December ‘10 PR for Gala launched
  • 15. Gala Feb 2010 May 2010 August 2010 Nov 2010 Feb 2011 May 2011 Aug 2011 Benchmarking PR (Marketing) Advertising (Marketing) “ Buzz” (Marketing) Target Market Research Awareness Assessment **
  • 16.
      • Women
        • Needs : quality diamonds
        • Psychographics :
          • Price conscious
          • Ethically conscious
          • Environmentally conscious
      • Distributors
        • Influence the end-users to buy cultured diamonds
  • 17.
      • Create awareness of cultured diamonds among the target markets
        • Characteristics of cultured diamonds
        • Affordability
        • Eco-friendliness
        • Quality – identical to natural diamonds
      • Generate awareness through Cultured Diamond Foundation
  • 18.
    • “ Cultured diamonds exist!”
    • “ These are better, more humane, alternatives to natural diamonds
    • “ Cultured diamonds are less expensive, but are of equal quality”
  • 19.  
  • 20.
    • Words/phrases
      • Knowledge
      • Awareness
      • Understanding
      • “ Have you heard...?”
      • “ Have you seen…?”
      • “ Let me tell you about…”
      • “ Did you know…?”
  • 21.
    • Quality
    “ Luxurious” “ Guilt-free” “ Diamonds with a conscience” “ Affordable” “ Special”
  • 22.
    • Environmental and Social Benefits
    “ Eco-friendly” “ Harmless” “ Anti-exploitation” “ Socially conscious”
  • 23.  
  • 24.
    • Media
      • TV Ads
      • Online Ads
      • Print Ads
        • Vanity Fair
        • Modern Brides
        • Gems & Gemology
  • 25.
    • Press Releases
    • Information about cultured diamonds and their manfacturing process
    • Activities of the Cultured Diamond Foundation
      • New breakthroughs in diamond technology
      • Contributions to non-profits and charities
  • 26.
    • Empirical study
    • Featured in newspaper articles
    • Enclose summary to educate consumers/ distributors about the differences between cultured diamonds and natural diamonds
  • 27.
    • Articles
    • Articles featuring well-known figures advocating the use of cultured diamonds.
    • Articles featured in magazines advocating the eco-friendliness of cultured diamonds.
  • 28.  
  • 29.
      • Featured articles in bridal magazines on how to be an eco-friendly bride
  • 30.
    • Goals
      • Develop cultured diamond as the thought leader of eco-friendly and socially-conscious jewelry
      • Connect with target markets based on lifestyles
          • Ethically conscious consumers
          • Supporters of humanitarian causes
    • Cause
      • Improve quality of life in Africa
  • 31.
    • Fundraising Gala benefiting US Doctors for Africa
    • Hosted by Cultured Diamond Foundation
      • Funded by CDF members
        • Manufacturers
        • Distributors
        • Retailers
    • Specially selected guests
  • 32.
    • Activities
    • “ Frost Yourself” (i.e. How to Lose a Guy in 10 Days)
    • Silent auction/raffle
    • Presentation by CDF President on cultured diamonds
    • Honor outstanding doctors from USDFA
    • Statement of acknowledgement from Director of USDFA
  • 33.
    • Goal
      • Build relationship with our target markets
      • Connect with target markets based on psychographic
      • Connect cultured diamonds with target markets’ favorite products
    • Events
      • Glamorous
      • Related to environment
  • 34.
    • Events
      • Awards Shows
          • “ Top Celebrities Get Eco-Chic with Cultured Diamonds at Hollywood Breakthrough Awards”
      • Movies (product placement)
      • Monthly Fashion Magazine Events
          • Special Events of Elle, Elele, Vogue..etc.
      • Environmental Magazine
      • Trade shows
  • 35.  
  • 36.
    • Goal
      • Educate the consumers about cultured diamonds and their benefits
      • Preference over natural diamonds
      • Stimulate purchase
    • In-store consultation
      • Personal Selling Leads
        • Press Releases
        • Gemologist Evaluation
        • Certification
  • 37.
    • Pushing – for middlemen
      • Tradeshows
      • Training materials (merchandising aids)
      • Allowances/rebate
    • Pulling - consumers
      • Sweepstakes/Contest
      • Catalogs
  • 38.
    • Database
    • Retrieved through:
    • Targets customers who advocate humanitarian efforts, ie. US Doctors for Africa
  • 39.
    • Targeted at the primary target markets: young women as well as distributors
    • Design attracts attention of target group leading to consideration and positive responses
    • Mailing from cause organizat- ion of interest
    Anne Gemisis 1999 Diamond Cove Diamond City This diamond has a secret to tell…
  • 40. Cultured Diamond Foundation is now on Facebook and Twitter
  • 41.
    • http://www.cultureddiamondfoundation.com/
    • Information on:
      • Cultured diamonds and their production
      • Foundation and mission
      • News and further links
  • 42.
    • Publicized by:
      • Letters/informational brochures
      • Blogs, search engines and other websites
      • Linking it to authorized Jewlers’ websites
      • Advertisements
      • Sales promotions
    • Included within:
      • PR articles
      • Advertisements
      • Sponsored organizations’ websites
      • Personal selling presentations/merchandising aids
      • Direct marketing
  • 43.
    • Gala
      • PR and Advertising : Publicize the event
      • Sponsorship : Mention Gala at sponsorship events/on sponsorship products
      • Direct marketing : Sending informational materials/catelogs to attendees
      • Sales Promotion : Encourage distrubutors carry cultured diamonds
      • Personal selling : Presenting cultured diamond
      • E-communications : Highlighting website