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  • Swarovski

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    Tatiana Ursu
    611 Ansichten12 Seiten
    Swarovski is a crystal company founded in 1895 that manufactures optical products and decorative stones. It distributes to 42 countries globally. Research shows most purchases of Swarovski products are gifts and repeat purchases. Only 40% associate the brand with jewelry. The target audience is defined as female ages 16-45 and male ages 20-30 who are young, educated professionals. The media strategy aims to promote Swarovski's 12-month creative strategy through select media vehicles like magazines and social media that maximize visibility to the target demographic. Recommendations include using social media and limited edition lines to engage younger audiences while celebrity endorsements and charity work can reinforce brand attitudes.

    Originalbeschreibung:

    Short description about Swarovski activity

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    Swarovski is a crystal company founded in 1895 that manufactures optical products and decorative stones. It distributes to 42 countries globally. Research shows most purchases of Swarovski products are gifts and repeat purchases. Only 40% associate the brand with jewelry. The target audience is defined as female ages 16-45 and male ages 20-30 who are young, educated professionals. The media strategy aims to promote Swarovski's 12-month creative strategy through select media vehicles like magazines and social media that maximize visibility to the target demographic. Recommendations include using social media and limited edition lines to engage younger audiences while celebrity endorsements and charity work can reinforce brand attitudes.

    Copyright:

    © All Rights Reserved
    Als PPTX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    611 Ansichten12 Seiten

    Swarovski

    Hochgeladen von

    Tatiana Ursu
    Swarovski is a crystal company founded in 1895 that manufactures optical products and decorative stones. It distributes to 42 countries globally. Research shows most purchases of Swarovski products are gifts and repeat purchases. Only 40% associate the brand with jewelry. The target audience is defined as female ages 16-45 and male ages 20-30 who are young, educated professionals. The media strategy aims to promote Swarovski's 12-month creative strategy through select media vehicles like magazines and social media that maximize visibility to the target demographic. Recommendations include using social media and limited edition lines to engage younger audiences while celebrity endorsements and charity work can reinforce brand attitudes.

    Copyright:

    © All Rights Reserved
    Als PPTX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 12

    Fb-147

    Toderas Tatiana

    Introduction:
    Founded: 1895 by Daniel Swarovski
    Original fields of work included:
    - manufacture of optical products
    and decorative stones;
    - crystal cutting, abrasives &
    grinding tools.
    Distributes to 42 countries globally

    Research:
    Primary:
    Majority of purchases made are
    gifts for others;
    Repeat purchase or purchased as an
    add-on product
    Only 40% associated jewellery with
    Swarovski

    Research:
    Secondary:
    Mixture of both an individualistic &
    collectivistic culture;
    Increased demand for diamond and
    jewellery in the marketplace

    SWOT- analysis

    PESTLE- analysis

    Defining the Target Audience


    (consumer planning)
    Female: aged 16-45
    Male: 20-30
    Categories: young, educated & employed
    professionals
    Relationship status:
    single/relationship/engaged

    Media strategy
    (promotion planning)
    Aim: to fully support & implement 12month creative strategy devised to
    promote Swarovski.
    Select media vehicle that maximizes opportunities
    to be seen by females aged 16-45 years;
    Select media mix & plan that has a limit(it varies to
    one country to another one) ex.: Ireland 100.000 ;
    Press: Monthly magazine Glamour
    Sales promotion: jewelry-shaped drink mats
    Social media competitors

    Conclusions &
    Recommendations
    How to target a younger audience
    Social media
    Negotiate lower prices without negotiating reputation

    How to reinforce positive brand attitudes


    Celebrity endorsement
    Charity fund raising

    How to engage consumers


    Competitors
    Male specific advertising campaigns
    Purchasing incentives

    Opportunities for sale increase


    Capitalize on key events on the social calendar with limited edition
    lines
    Further support from stock lists

    Thank You!

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