Bemin Diamonds & Co.

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Bemin Diamonds & Co.

  1. 1. Bemin Diamonds Clients: Carrie Baffes Kacy Parenti Agency: Katelyn Brown Christina Alexander Diana Croll
  2. 2. Our Company <ul><li>Largest maker and distributor of man-made diamonds </li></ul><ul><li>Identical quality, appearance and make-up to natural diamonds </li></ul><ul><li>Inspired to provide an alternative diamond </li></ul><ul><li>outlet as a result of the Civil Wars in Africa </li></ul><ul><li>over the natural diamond supply </li></ul><ul><li>“ Bemin” is Afrikaans word for LOVE </li></ul>
  3. 3. “ Diamonds are a Girl’s Best Friend” <ul><li>For centuries, diamonds have been a symbol for: </li></ul><ul><ul><li>Love </li></ul></ul><ul><ul><li>Excellence </li></ul></ul><ul><ul><li>Purification </li></ul></ul><ul><ul><li>Strength </li></ul></ul><ul><ul><li>Beauty </li></ul></ul><ul><li>Most common gem to be put into </li></ul><ul><li>engagement and wedding rings </li></ul><ul><li>Representation of endless love </li></ul>
  4. 4. The Diamond Market <ul><li>Approximately 130 million carats of natural diamonds are mined every year, valuing $9 billion </li></ul><ul><li>Natural supply of diamonds is </li></ul><ul><li>highly concentrated-- 49% come </li></ul><ul><li>from central and southern Africa </li></ul><ul><li>Between 1998 and 2003, 3.3 million people were killed in the Democratic Republic of the Congo by rebel troops who were fighting over the control of diamond mines. </li></ul>
  5. 5. <ul><li>Our diamonds are outstanding creations of nature, science and human involvement </li></ul><ul><li>Identical to mined diamonds in every way. Grown under strict conditions and cut to the highest standards in the diamond industry, our diamonds come in a wide variety of colors and cuts </li></ul><ul><li>Our synthetic diamonds are grown from a sliver of a natural diamond and bathed in carbon to create a rough diamond that is then shaped and polished to perfection </li></ul><ul><li>We proudly produce these diamonds as </li></ul><ul><li>a high-value, lower cost alternative to </li></ul><ul><li>natural diamonds </li></ul>Synthetic Diamonds
  6. 6. “ A Diamond is Forever” <ul><li>Owns 40% of the world diamond production </li></ul><ul><li>Very successful tagline to discourage resale of older diamonds in secondary markets </li></ul><ul><li>Recognized the diamond as a symbol of love and commitment making it the most popular stone for engagement or wedding rings </li></ul><ul><li>Increased desire for diamonds </li></ul><ul><li>Along with their successful tagline, DeBeers has produced several campaigns to further their popularity </li></ul>
  7. 7. Adia: Laboratory Created Diamonds <ul><li>Located in Battle Creek, Michigan </li></ul><ul><li>They produce environmentally friendly and </li></ul><ul><li>conflict-free diamonds </li></ul><ul><li>The first company to bring laboratory </li></ul><ul><li>created diamonds to the jewelry scene </li></ul><ul><li>Produce blue, yellow, as well as </li></ul><ul><li>white (clear) diamonds </li></ul>&quot;I'm an eco-loving, tree hugging, bling-loving gal&quot; - Kin Marketing Manager, and proud owner of a Fancy Yellow Adia Diamond
  8. 8. <ul><li>Marriage/Engagement </li></ul><ul><li>Men are typically in charge of buying rings for engagement, but women have some say </li></ul><ul><li>Natural or Synthetic: a diamond is a diamond </li></ul><ul><li>We would like to see bright colors and emphasis on the diamond and it’s beauty in our ads </li></ul>Original Advertising Objectives
  9. 9. Agency Proposal <ul><li>Target Market: Women, ages 25-35 </li></ul><ul><li>IS A REAL DIAMOND </li></ul><ul><li>Emphasizing humanitarian aspect of synthetic diamonds </li></ul><ul><li>Cheaper to produce, however not a main focus of campaign </li></ul><ul><li>Client proposed to emphasize engagement rings; our agency decided to broaden the market by generalizing to other special occasions </li></ul><ul><li>Mostly a print campaign in magazines such as Women’s Health, Elle, Brides (as well as other bridal magazines), Marie Claire, National Geographic </li></ul><ul><li>Evoke emotion </li></ul>
  10. 10. <ul><li>Humanitarian populist world </li></ul><ul><ul><li>“ Iconic brands function like cultural activists, encouraging people </li></ul></ul><ul><ul><li>to think differently about themselves. The most powerful iconic </li></ul></ul><ul><ul><li>brands are prescient, addressing the leading edges of cultural change” (Holt, 9). </li></ul></ul><ul><li>Truth and relevancy </li></ul><ul><li>Combining Holt and Garfield </li></ul><ul><li>“ The question is: what have we experienced? </li></ul><ul><li>What in the [ad] relates back on us in a way </li></ul><ul><li>that resonates inside us? How does it relate to </li></ul><ul><li>our understanding of our universe, of our society, </li></ul><ul><li>or simply of ourselves? In short, how is it relevant?” (Garfield, 36) </li></ul>Influences from Holt & Garfield
  11. 11. Historical Connections <ul><ul><ul><ul><ul><li>PEPSI </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> HARLEY-DAVIDSON </li></ul></ul></ul></ul></ul>

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