1. Case Study : Cartier + SHANG XIA

1. Case Study : Cartier + SHANG XIA I. The Brand identity of Cartier 1. Product 2. Signs and symbols 3. Brand culture 4. Brand personality 5. Brand as a person 6. Brand as an organization 7. Ethic 8. Self image 9. Brand relationship 10. Brand consumers (mapping) 11. Core brand identity II. SHANG XIA on the European market 1. Product and offer strategy 2. Sales strategy 3. Production and organization strategy 4. Cross canal communication strategy 5. Internal Organization
2. The Brand identity of Cartier
3. 1.Product 1. Product The art of being Unique
4. 2. Signs and symbols A Story of Style and Heritage!
5. 3. Brand culture & History Important date of Cartier 1847 : Louis-François Cartier took over his teacher's jewellery worshop 1856 : Princess Mathilde, niece of Napoleon III, made her first purchase from Cartier 1888 : The first jewellery bracelet-watch for ladies was created 1899 : Cartier opened its shop at 13, Road of paix in Paris 1900 : Aristocrats bought neoclassical jewellery with platinum and diamond 1982 : Cartier launched the series "new jewllery" with the gold and gem
6. 4. Brand Personality - Elegance and Perfection Cartier has perfectly captured the very personality of the Cartier luxury brand. - Since the brand is known for its outstanding craftsmanship, it is considered to be a master led by perfection as its mantra in producing, creating and designing the most impeccable. - Its classic and traditional design is timeless which defined for itself a very specific niche market of elite loyalists.
7. 5. Brand as a Person -“Luxury brand” connotes a certain feel of exclusivity -Small and Niche-type of population -Heavily on authentic and famous luxury brands to further enhance their image and position in the society -Global Positioning : Legacy, Elegance, Fine craftsmanship, Consumer Loyalty Print, mail, television digital, mobile and live event marketing helped to keep the brand front and center of its target audience.
8. 6. Brand as an organization -200 retail stores in more than 125 countries with five flagship stores world- wide: Paris - 13, Rue de la Paix London - 175-177 New Bond Street New York - 653 Fifth Avenue Tokyo - Minami Aoyama Shanghai - Bund 18, 1st East ZhongShan Road
9. 7. Ethic Cartier is committed to continuously improve its ethical, social and environmental performance, the aim to achieve full conformance with the terms of its responsibility policy. -LED technology to reduce energy consumption -On paper sourced from responsibly managed forests
10. 8. Self image •Founding spirit •Unique skill and style •Panther •Fantastical creatures •Pioneer in modern watchmakin
11. 9. Brand Relationship Cartier is well known for its Jewelleries and wrist watches. Cartier has a long history of Sales to royalty and celebrities Trust of customers
12. 10. Brand consumers • the top-end spectrum of wealth and social economic status Cartier's target market are loyalists, who may be trendsetters in other luxurious items that they buy, but when it comes to Cartier, remains loyal and is not affected by any new trends in the market.
13. 11. Core brand identity Permanence : - Jeweler to Kings - Elegant, luxurious Difference : recreating the traditions of the past in the present with constant spirit of challenge and exploration, without being satisfied with long traditions and reputation
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15. SHANG XIA on the European market
16. Product and offer strategy 1. Limited edition product Every year, our products have several series. We limit the quantity of products 2.Customized product For this part, we can accept some order with some special demand. Certainly, the price is much higher than the other products
17. Sales strategy Targeting : consumers who look for different types of luxury brand combined with specific element or cultural Price : high price unlike other ‘made in china’ product, but cheaper than other luxury brand Boutique: bold placing in grand luxury brand’s street with huge capital
18. Communication strategy based on contemporary design
19. Suggestion Strategy Communication
20. 28/03/2014