Debeers final yes
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The document discusses De Beers' "Right Hand Ring" marketing campaign. It aimed to target independent, accomplished women aged 35-64 with household incomes over $100,000 by marketing diamond rings for non-bridal, non-traditional reasons as symbols of individualism. Celebrities endorsed the playful, multi-shaped rings. Advertisements in fashion magazines promoted the message of empowerment. The campaign analyzed cultural factors in Singapore to identify appropriate target audiences for the message of individualism.
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Debeers final yes
- 1. The Right Hand Ring Campaign
- 2. Agenda De Beers at a glance TheRight Hand Ring Changing of attitudes Keystosuccess Singaporeanmarket
- 3. De Beers at a glance 100 years of Monopoly on Diamonds Founded in 1888 South Africa 1939 : Cut, Clarity, Color, Carat. 45 % shares of the world rough diamond market Since 2001, Joint venture LVMH De Beers Diamond Jewellers London's Old Bond Street, flagship store Cecil Rhodes « Diamonds are forever »
- 5. London : 4 shops
- 6. Paris : 2 shops
- 8. Moscow
- 9. Istanbul
- 10. AMERICA
- 11. USA : 11 shops
- 12. MIDDLE EAST
- 13. UAE – Dubai« Diamonds are forever »
- 17. Untargeted niches of woman's
- 18. 77 millions 45 - 65 years old
- 20. Income > 100 000 $
- 23. Baby-boomer women with annual household incomes of $100,000+
- 24. Buy or receive diamonds ring for non traditional reasons
- 25. 35-64 years old
- 26. “…as expression of a woman´s individualism”
- 27. Modern woman
- 28. Without complex
- 29. Free womanTarget In sum The Right Hand Ring is a celebration of woman’s freedom
- 30. The Right Hand Ring communication is the legitimation of this phenomenon Celebrity endorsements Madonna Jennifier Lopez Mariah Carey Scarlett johansson Print advertisements 5 – 6 Millions $ Elle, Vogue, Vanity Fair The right product placement Sex & the city Catwoman Digital Marketing Select your ring and try to win it Increase website visits Increase of emails database Communication Strategy - Focus in the target High-profile Aspirational symbol of the product, infuential, to be worn in public 50% said that the ad's made them perceive diamonds in a different way 25% consider a fashion diamond ring as their next diamond jewelry purchase What did the target say?
- 31. Changing of attitudes with the company’s message De Beers « Diamonds are Forever » Campaign De Beers « Right Hand Ring » Campaign
- 32. De Beers « Diamonds are Forever » Campaign Message: It’s all about her Persuading each groom-to-be to pay "two-months salary" for that ring to show how much his love is worth. Hedonic appeal - the Bigger the diamond the more you love her. Affective Advertising Strategy: Emotional energy and heightened feeling, personal and involved, appeals to the heart. Focusing on the love between a man and a woman
- 33. De Beers « Right Hand Ring » campaign
- 34. De Beers « Right Hand Ring » campaign Message: Your right hand is underdressed “Empowering" women with a right hand ring Stimuli: Symbol of accomplishment Catwoman - credible spokesperson Halle Berry - good match up Cognitive Advertising Strategy: Statement of individuality, personal achievement, self indulgence, self-concept.. "Catwomen of the world, raise your right hand!"
- 35. Keys to the success Adopted the « Right Hand Ring » concept
- 36. Keys tosuccess Motivation Ability Opportunity Values MAO High Nature of Involvement Affective Cognitive Low
- 37. Keys tosuccess Exposure Attention Perception Memory Attitude Change Individualism
- 38. Key tosuccess ¿? IDEAL STATE ¿? ACTUAL STATE CHANCE NEED
- 39. SINGAPORE? YES
- 41. “…as expression of a woman´s individualism”
- 42. Modern woman
- 43. Without complex
- 45. Singapore too different cultures to find a target enough for the successfull of the campaigne? Powerdistance Individualism VS Colectimism Masculinity VS Feminity Uncertainlyavoidance Long / short termOrientation Five Cultural Dimensions
- 46. Singapore Power distance Index The degree of inequality among people that is viewed as being equitable South Korea 60 Japan 54 Singapore 74
- 47. Singapore Individualism/ Colectivism The degree to which people prefer to act as individuals rather than group members. South Korea 18 Japan 46 Singapore 20
- 48. Singapore ¿Masculinity VS Feminity? Refers to the distribution of roles between the genders which is another fundamental issue for any society to which a range of solutions are found. South Korea 39 Japan 95 Singapure 48
- 49. Singapore Uncertainlyavoidance The extent to which people in a given culture prefer structured situations with clear rules over unstructured ones. South Korea 85 Japan 92 Singapore 8
- 50. Singapore Long term orientation VS short term: Long term orientation-persistence-ordering relationships by status and observing this order-thrift Short term orientation-personal steadiness and stability-protecting your ‘face’-respect or tradition-reciprocation of greetings, favors, and gifts South Korea 80 Japan 75 Singapure 48
- 51. Singapore In sum 8 But…..isthisenoughtoconsiderthemarket?
- 52. Singapore Top ONE ontheworld accordingto E.T Kearny GlobalizationIndex Where are thebest places tofocusthecampaign the global connectivity, integration and interdependence in the economic, social, technological, cultural, political, and ecological spheres.
- 53. Singapore SuntecCity Central Business District (CBD) Raffles Place Orchard Vista Xchange Closetothe Business Areas
- 54. Singapore Independent Free Withoutcomplex TheRight Hand Ring Self-confident Modern Singapore Target
- 55. Questions?
Editor's Notes
- It’s all about herThe message itself influences consumers attitudes by using affective involvement and self referencing. Men in relationships respondedto this "feeling-oriented" approach, as it appealsto the heart.Persuasion attemptEmotional appealHedonic appeals (e.g. sensorial stimulus) the bigger the diamond the more you to love her. (token of his love for her)Focusing on the love between a man and a woman (social needs) in addition to the social symbol of the product.Stimulus based on storytelling which is part of the american culture.
- In 1972, 72% of the U. S. population was married.1990, it was 62%By 2002, it was only 59%. 24%—of America's present adult population has never been married at all.Therefore they needed to change their message focus from the love between a man and a woman to the love of a women for herself.
- Message: It’s all about meDiamond rings are no longer just for engagements and weddingsDe Beers understood the needs to change attitudes in order to influence women’s decision making and change decision behavior. Their message was focused on women themselves, representing their accomplishments and goals in the form of a ring / symbol.The diamond ring was pitched not as a product but as a symbol.Symbol of accomplishment relates to symbolic needs, how women perceive themselves, how they are perceived by others, how they relate to others and the esteem in which they are held by others. "Catwomen of the world raise your right hand!" Catwomen good match up, credible spokespersonIn addition, they knew their market were influenced highly by role models and therefore by using not only one, but two; catwomen and Halle Berry, women had an icon to look up to and represent.
- Piggybacked from a previous idea and revolutionised it as their own productSecond more advantage
- Another key to success was the way De Beers motivated women through values of the american culture for example Womens new independence and freedom, individualism, equality between genders, empowerment and change in traditions and customs. Before the culture was that women depended on men for most things, including buying them a diamond ring, so De Beers’s campaign transformed this to saying hey times have changed now so come and buy your diamond ring and show that you have the power. It also changed the culture in that you don’t need to be married to wear a diamond ring, which was maybe seen as taboo before. By knowing this they understood the need to focus their advertising message with a high nature of involvement and high cognitive message to make women believe they need a diamond to be catwoman and express agreement with the message.Agreement vs. emotion
- Perception & Match-up HypothesisIn addition, they knew their market were influenced highly by role models and therefore by using not only one, but two; catwomen and Halle Berry, women had an icon to look up to. They represented the US culture of individualism where now is the time woman as individuals come first.
- What element of culture have played inwoman freedomequity between sexValues: The values of a culture often refer to the things to be achieved or the things, which are considered of great worth or value in a particular culture
- Consumerlifestyle in the data of ESSECEconomic crisis
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