The documents discuss the Indian luxury market, specifically the luxury watch market. The luxury market in India was worth USD 4.76 billion in 2009, growing at a CAGR of 13% from 2007-2009. The luxury watch market in India was worth USD 1.99 million in 2009, growing at 20% annually. The documents also discuss Cartier's entry into India and regulatory requirements for foreign direct investment. Cartier aims to expand its distribution network and increase its market share and growth rate in India from 2009-2012. The documents outline Cartier's brand positioning, target audience, marketing objectives and mix, and a proposed customer loyalty program to reinforce pride in owning a Cartier watch.

1. Indian Luxury
Market size by
Value
• USD 4.76 Billion (2009)
• CAGR 13% (2007-2009)
Indian Luxury
Product Market
by Value
• USD 1.5 Billion (2009)
• CAGR 15% Approx. (Across Product Categories)
Indian Luxury
Watch Market
• USD 1,66 Million (2008)
• 20% Growth per annum (Approx)
• USD 1,99 Million (2009) (Approx)
Industry Overview
Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII –
A.T. Kearney Report, October 2010

2. Luxury
Watches
Haute
Horlogerie
Audemars Piguet,
Blancpain, Breguet,
Girard-Perregaux, IWC,
Jaeger-LeCoultre, Patek
Philippe, Vacheron
Constantin, Franck
Muller, Zenith
Women’s /
Jewelry
Bvlgari, Cartier,
Chopard,
Piaget
Prestige
Breitling, Hublot,
Omega, Rolex,
Tag Heuer
High Range
Baume & Mercier, Ebel,
Longines, Montblanc,
Raymond Weil, Rado
Market Segmentation
Criteria: High Dollar Value (Price) and Brand Specialty
Source: Watch Market Review, February 2010

3. The Indian law states that single-brand foreign retailers are permitted to
invest up to 51 percent in a joint venture with a local firm. Richemont had
recently forwarded its FDI proposal to set up the Cartier joint venture with its
Indian partner Navratna Bharat Retail Pvt. Ltd., at Rs.20 Lakh ($50,000)
investment.
Regulatory Law
While Launching in India, Cartier (Richemont Group) had to abide by the
following regulation:
Source: Diamond World, 2008

4. Marketing Objective
• 20% for the year 2011-2012
• Up from 5% from the year 2009-2010
Growth Rate
• 6% for the year 2011-2012 (Approx)
• Up from an approx 5 % for the year 2009-
2010
Market
Share
• Extend network beyond Delhi-Mumbai
and open in cities such as Chennai,
Bangalore, and select Tier 2 cities by 2012
Distribution
Network
The Objective is to Achieve:
Source: Watch Market Review, September 2009

5. Luxury is
Indulgence
Luxury is Reward
Luxury is Functional
Consumer Segmentation
Source: Experiential Luxury Report ,SRI Consulting Business Intelligence, 2008

6. Consumer Demographics
Age:
30-45 yrs
Income
M.H.I: INR 25
Lakh Onwards
Occupation:
Medium Size
Entrepreneur Owners,
Traditionally wealthy
families and Large
Industrialists , Senior
Corporate Executives
Location:
Delhi, Mumbai,
Bangalore, Chennai,
Ludhiana,
Chandigarh
S.E.C :
A1+, A1
Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII –
A.T. Kearney Report, October 2010

7. Brand Positioning
Global Positioning: The brand is build around the following strengths:
• Legacy/Heritage
• Dynasty of Style
• Elegance
• Fine Craftsmanship
• Unwavering and unmatchable consumer loyalty
Current Brand Positioning in India: The brand in India currently is
positioned around
• High brand recall with the Maharajas (Heritage)
• Blending of fine art jewelry with Indian influences
• Coming home to Brand Loyalists
Suggested Alternative Positioning:
Welcome to the Cartier Family.
Extending the fraternity beyond heritage to new members to redefine influences
and contemporize the art of jewelry watch design..

8. Base Line
It’s an invitation

9. Media: Objective and Mix
To reach out to at least 70% of our target audience in each of the
cities (Delhi, Chennai, Kolkata, Mumbai, Bangalore, Ludhiana) by
providing at least an average of 3.7 OTS over the campaign
duration of 6 weeks
Print (60%)
Television
(20%)
Online
(10%)

10. Media Vehicles
• Consumer Publications such Vogue, India Today,
Cosmopolitan, Femina. Magazines on Planes
• Trade Magazines: Business Today, Outlook, Business
Week
• Newspapers: TOI, HT, Mint, Hindu
Press
• Advertise on channels like TLC and Star World and
BBC India
• On shows such as Luxury Unveiled, TLC Shoppe
Jewelry show, and TLC Super Swank
Television
• Advertise on websites such Luxury Insider, Luxury
Unveiled, and social networking sites such as Face
book and Twitter.
Online

11. Deliverables

12. Online
Place 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]

14. Objective:
• To reinstate that sense of Pride on owning a Cartier Watch
• Extending an invitation, welcoming you to the Cartier Family
• Build on Consumer Loyalty
Customer Loyalty Program

15. • 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 photo
Album of all the Indian royalty and Other Iconic people who have owned/own a
Cartier –The last photograph being the customers
• The Invite would read “We Welcome you to our Family Mr. XYZ Cartier, and would
like to have the honor of your company with celebrate the a Successful
relationship”, So After their surname, we will attach Cartier.
• The invitation would be for a party on the 29th of December . A year-end party for
Cartier 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 painting
exhibition, Rarest wines and so on
• At the end of the party each guest would get a safa like clothing, made by
designers in France on the Indian theme. This would serve as memorabilia for
being a part of a luxury family. “Welcome to the Family”