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Cartier

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  • 1. Indian LuxuryMarket size byValue• USD 4.76 Billion (2009)• CAGR 13% (2007-2009)Indian LuxuryProduct Marketby Value• USD 1.5 Billion (2009)• CAGR 15% Approx. (Across Product Categories)Indian LuxuryWatch Market• USD 1,66 Million (2008)• 20% Growth per annum (Approx)• USD 1,99 Million (2009) (Approx)Industry OverviewSource: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII –A.T. Kearney Report, October 2010
  • 2. LuxuryWatchesHauteHorlogerieAudemars Piguet,Blancpain, Breguet,Girard-Perregaux, IWC,Jaeger-LeCoultre, PatekPhilippe, VacheronConstantin, FranckMuller, ZenithWomen’s /JewelryBvlgari, Cartier,Chopard,PiagetPrestigeBreitling, Hublot,Omega, Rolex,Tag HeuerHigh RangeBaume & Mercier, Ebel,Longines, Montblanc,Raymond Weil, RadoMarket SegmentationCriteria: High Dollar Value (Price) and Brand SpecialtySource: Watch Market Review, February 2010
  • 3. The Indian law states that single-brand foreign retailers are permitted toinvest up to 51 percent in a joint venture with a local firm. Richemont hadrecently forwarded its FDI proposal to set up the Cartier joint venture with itsIndian partner Navratna Bharat Retail Pvt. Ltd., at Rs.20 Lakh ($50,000)investment.Regulatory LawWhile Launching in India, Cartier (Richemont Group) had to abide by thefollowing regulation:Source: Diamond World, 2008
  • 4. Marketing Objective• 20% for the year 2011-2012• Up from 5% from the year 2009-2010Growth Rate• 6% for the year 2011-2012 (Approx)• Up from an approx 5 % for the year 2009-2010MarketShare• Extend network beyond Delhi-Mumbaiand open in cities such as Chennai,Bangalore, and select Tier 2 cities by 2012DistributionNetworkThe Objective is to Achieve:Source: Watch Market Review, September 2009
  • 5. Luxury isIndulgenceLuxury is RewardLuxury is FunctionalConsumer SegmentationSource: Experiential Luxury Report ,SRI Consulting Business Intelligence, 2008
  • 6. Consumer DemographicsAge:30-45 yrsIncomeM.H.I: INR 25Lakh OnwardsOccupation:Medium SizeEntrepreneur Owners,Traditionally wealthyfamilies and LargeIndustrialists , SeniorCorporate ExecutivesLocation:Delhi, Mumbai,Bangalore, Chennai,Ludhiana,ChandigarhS.E.C :A1+, A1Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII –A.T. Kearney Report, October 2010
  • 7. Brand PositioningGlobal Positioning: The brand is build around the following strengths:• Legacy/Heritage• Dynasty of Style• Elegance• Fine Craftsmanship• Unwavering and unmatchable consumer loyaltyCurrent Brand Positioning in India: The brand in India currently ispositioned around• High brand recall with the Maharajas (Heritage)• Blending of fine art jewelry with Indian influences• Coming home to Brand LoyalistsSuggested Alternative Positioning:Welcome to the Cartier Family.Extending the fraternity beyond heritage to new members to redefine influencesand contemporize the art of jewelry watch design..
  • 8. Base LineIt’s an invitation
  • 9. Media: Objective and MixTo reach out to at least 70% of our target audience in each of thecities (Delhi, Chennai, Kolkata, Mumbai, Bangalore, Ludhiana) byproviding at least an average of 3.7 OTS over the campaignduration of 6 weeksPrint (60%)Television(20%)Online(10%)
  • 10. Media Vehicles• Consumer Publications such Vogue, India Today,Cosmopolitan, Femina. Magazines on Planes• Trade Magazines: Business Today, Outlook, BusinessWeek• Newspapers: TOI, HT, Mint, HinduPress• Advertise on channels like TLC and Star World andBBC India• On shows such as Luxury Unveiled, TLC ShoppeJewelry show, and TLC Super SwankTelevision• Advertise on websites such Luxury Insider, LuxuryUnveiled, and social networking sites such as Facebook and Twitter.Online
  • 11. Deliverables
  • 12. OnlinePlace Cartier thumbnails on websites like that of, 5 star hotels, airlines, exclusive clubs,golf courses, and select websites. [see image billionaire 500, Rolex and Cartier]
  • 13. Objective:• To reinstate that sense of Pride on owning a Cartier Watch• Extending an invitation, welcoming you to the Cartier Family• Build on Consumer LoyaltyCustomer Loyalty Program
  • 14. • Identify Cartier consumers across cities-Delhi, Mumbai, Kolkata, Bangalore,Chennai, Ludhiana for the year 2010• Send them Scrolls and Treasure Chests with an “Invitation’ along with a photoAlbum of all the Indian royalty and Other Iconic people who have owned/own aCartier –The last photograph being the customers• The Invite would read “We Welcome you to our Family Mr. XYZ Cartier, and wouldlike to have the honor of your company with celebrate the a Successfulrelationship”, So After their surname, we will attach Cartier.• The invitation would be for a party on the 29th of December . A year-end party forCartier owners across the country• Venue: Leela Kempenski, Gurgaon.• We would offer to fly customer and his/her family in to Delhi for the Party.• The party would be have exquisite food from across the world. A paintingexhibition, Rarest wines and so on• At the end of the party each guest would get a safa like clothing, made bydesigners in France on the Indian theme. This would serve as memorabilia forbeing a part of a luxury family. “Welcome to the Family”

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