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A Campaign for Awareness
IMC Project – Spring 2010 Patricia Arenas Anu Battogtokh Fai Charoonsri Shirley Ho Duygu Hostan Katharina Ruland
<ul><ul><li>Laboratory-grown </li></ul></ul><ul><ul><li>Originally manufactured for industrial purposes </li></ul></ul><ul...
<ul><ul><li>De Beers – 50% of the market share </li></ul></ul><ul><ul><li>Diamond mines: South Africa, Canada </li></ul></...
 
<ul><ul><li>Cultured diamonds manufacturers: </li></ul></ul><ul><ul><ul><li>Gemesis Cultured Diamonds </li></ul></ul></ul>...
<ul><ul><li>Issue:  Lack of Awareness </li></ul></ul><ul><ul><ul><li>“ The typical consumer has a tough time grasping the ...
<ul><ul><li>Authorized Retailers </li></ul></ul><ul><ul><li>Wholesale Distributors </li></ul></ul><ul><ul><li>Michael Drec...
 
<ul><ul><li>www.cultureddiamondfoundation.org </li></ul></ul><ul><ul><li>Created in 2006 </li></ul></ul><ul><ul><li>Establ...
 
Marketing Campaign
<ul><ul><ul><li>Goal: </li></ul></ul></ul><ul><ul><ul><li>Increase awareness by  30% within 1.5 years </li></ul></ul></ul>...
March ‘10 baseline identified Final assessment August ‘11 October ‘10 PR campaign  launched June ‘11 Gala Target Markets r...
Gala Feb 2010 May 2010 August 2010 Nov 2010 Feb 2011 May 2011 Aug 2011 Benchmarking PR  (Marketing) Advertising  (Marketin...
<ul><ul><li>Women </li></ul></ul><ul><ul><ul><li>Needs : quality diamonds </li></ul></ul></ul><ul><ul><ul><li>Psychographi...
<ul><ul><li>Create  awareness  of cultured diamonds among the target markets </li></ul></ul><ul><ul><ul><li>Characteristic...
<ul><li>“ Cultured diamonds exist!” </li></ul><ul><li>“ These are better, more humane, alternatives to natural diamonds  <...
 
<ul><li>Words/phrases </li></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Unde...
<ul><li>Quality </li></ul>“ Luxurious” “ Guilt-free” “ Diamonds with a conscience” “ Affordable” “ Special”
<ul><li>Environmental and Social Benefits </li></ul>“ Eco-friendly” “ Harmless” “ Anti-exploitation” “ Socially conscious”
 
<ul><li>Media </li></ul><ul><ul><li>TV Ads </li></ul></ul><ul><ul><li>Online Ads </li></ul></ul><ul><ul><li>Print Ads </li...
<ul><li>Press Releases </li></ul><ul><li>Information about cultured diamonds and their manfacturing process </li></ul><ul>...
<ul><li>Empirical study </li></ul><ul><li>Featured in newspaper  articles  </li></ul><ul><li>Enclose summary to  educate c...
<ul><li>Articles </li></ul><ul><li>Articles featuring well-known figures advocating the use of cultured diamonds. </li></u...
 
<ul><ul><li>Featured articles in bridal magazines on how to be an  eco-friendly bride </li></ul></ul>
<ul><li>Goals </li></ul><ul><ul><li>Develop cultured diamond as the thought leader of eco-friendly and socially-conscious ...
<ul><li>Fundraising Gala benefiting US Doctors for Africa </li></ul><ul><li>Hosted by Cultured Diamond Foundation </li></u...
<ul><li>Activities </li></ul><ul><li>“ Frost Yourself”  (i.e. How to Lose a Guy in 10 Days) </li></ul><ul><li>Silent aucti...
<ul><li>Goal </li></ul><ul><ul><li>Build relationship with our target markets </li></ul></ul><ul><ul><li>Connect with targ...
<ul><li>Events </li></ul><ul><ul><li>Awards Shows </li></ul></ul><ul><ul><ul><ul><li>“ Top Celebrities Get Eco-Chic with C...
 
<ul><li>Goal </li></ul><ul><ul><li>Educate the consumers about cultured diamonds and their benefits </li></ul></ul><ul><ul...
<ul><li>Pushing – for middlemen </li></ul><ul><ul><li>Tradeshows </li></ul></ul><ul><ul><li>Training materials (merchandis...
<ul><li>Database </li></ul><ul><li>Retrieved through: </li></ul><ul><li>Targets customers who advocate humanitarian effort...
<ul><li>Targeted at the primary target markets: young women as well as distributors </li></ul><ul><li>Design attracts atte...
Cultured Diamond Foundation is now on Facebook and Twitter
<ul><li>http://www.cultureddiamondfoundation.com/ </li></ul><ul><li>Information on: </li></ul><ul><ul><li>Cultured diamond...
<ul><li>Publicized by: </li></ul><ul><ul><li>Letters/informational brochures </li></ul></ul><ul><ul><li>Blogs, search engi...
<ul><li>Gala </li></ul><ul><ul><li>PR and Advertising : Publicize the event </li></ul></ul><ul><ul><li>Sponsorship : Menti...
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IMC - Cultured Diamond

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Integrated Marketing Communications Project, Spring 2010

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IMC - Cultured Diamond

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

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