History

1847
1874
1904
1907

Louis-Francois Cartier founded

Cartier in Paris, France
Alfred Cartier took over the company, but it was his
sons Louis, Pierre and Jacques, who were
responsible for establishing the brand name
worldwide.

The Santos was Born.

Contract with Edmond Jaeger

Products Portfolio
Jewellery

Watches

Fashion
Accessories

By collection
By category
Mens
Womens
o Leather goods
o Eye wear
o Fine objects
o Perfumes

Product Mix
Width: 6 for Jewellery, timepieces, Bridal
accessories, accessories, fragrances and gifts.
Length: The width for their jewellery is 8,
timepieces is 19, bridal accessories is 23,
accessories is 14, and fragrances is 13 and 37
different gifts.
Consistency: Cartier as a brand is very
consistent with their products they stick
with only selling luxury jewellery products,
accessories and accessories.

Depth:1 product to 20 products, each product

has different characteristic and very unique.

Marketing Strategy and product

characteristics
Key Differentiators, beliefs, promise in value:
Differentiator - ultra luxury brand
Value- exclusivity

Beliefs:
Heritage and acquisitioned by royalty

Positioning statement:
Cartier is a jewellery brand that sells luxury embellished timepieces and
jewellery for the elite who enjoy its exclusivity. Unlike Rolex where the target
market focuses on successful business professionals, Cartier has a solid history
of serving royalty and still does in present day.

Product life cycle & Marketing Mix

Company as a whole is at its maturity stage.

Top 3 products: Tank watch collection, Ballon Bleu de Cartier

watch collection, and the Eau de Cartier perfume line are all
in maturity stag

Tank collection could be revamped by offering new

value added services, lowering costs
Does not seem to follow Avlonitis' strategies, partly
to maintain exclusivity

Product portfolio: BCG Matrix

Star
Watches(men and
women)

Cash Cow
Jewellery (rings, necklaces,
earrings and chains)

Question Mark
Bridal (rings and
wedding bands)

Dog
Accessories and
fragrances

Segmentation, target and

positioning High Income group looking
Segmentation

for premium watches

Target

Men and Women in the High

income group

Positioning

Luxury watches adorned by

precious stones

Marketing Mix
4Ps - Product, Price,

Place, Promotion.

We have redefined the 4Ps for Luxury Brand

Marketing.

1.Performance

-Delivery of superior experience of a luxury brand.

The Ballon Bleu de

Cartier Flying
Tourbillion 2nd time
zone offers an
original combination
of two complications:
The flying tourbillion

2. Paucity
- many brands try to
maintain the perception
that the goods are
scarce, and it is meant
for the elite class.

3. Persona

-Create a world and an aura

that is truly exceptional to
their brand signature.

4. Public Figures
-They continue to garner
attention, credibility and
impact. Public figures can
span from film-stars to
music personalities, from
sports personalities to
royal families and even
the designer themselves.

Strengths

Weaknesses

Excellent Reputation
High Brand Loyalty
High Variety of Specialty
Products

Known Predominantly as a
Jeweller

Opportunities

W
S

High Growth in the Luxury Watch

Segment in emerging

T
O

Threat
Its Competitors concentrates on
Specific Products and are Highly
Successful

New Product/ideas

Ideas:

Better materials
Ceramic
Environmentally friendly

More trendy
for a younger
demographic:-

We want to appeal to young adults who can

afford our watches but think Cartier
watches isnt appealing or trendy enough
for them

Celebrity
endorsements:

1. We want to take advantage of peoples current

obsession with what
celebrities are
wearing Advertise through social media: Young adults and
teenagers are
on social media sights like Instagram
and Twitter
more than they watch TV
2. We would use major stars like Jessica Alba, Jennifer
Lawrence and Emma Stone for females, and stars like
Channing Tatum, Will Smith, and Justin Timberlake

Extravagant
Advertising

By,
Ayan Roy
Amit Kalia
Pushker Prasad
Naren Pradhan
Rahul Madhotra

Any questions???