debeers final yes
TRANSCRIPT
Agenda
De Beers at a glance
The Right Hand Ring
Changing of attitudes
Keys to success
Singaporean market
De Beers at a glance
• 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
« Diamonds are forever »
100 years of Monopoly on Diamonds
Cecil Rhodes
De Beers Diamond Jewellers in the World
• ASIA
• Japan : 10 shops
• Taipei
• Seoul
• Hong Kong
• Macao
« Diamonds are forever »
• EUROPE
• London : 4 shops
• Paris : 2 shops
• Kiev, Ukraine
• Moscow
• Istanbul
• AMERICA
• USA : 11 shops
• MIDDLE EAST
• UAE – Dubai
the Situation in the 90‟s
Opportunity Gap
• Sales of diamond jewlery < GDP < Sales Luxury goods
• Diamonds Advertising < Luxury goods
• Creat innovative product to spur a 50 % rise of demand in 10 years.
• Buying jewelry like they buy a luxury bag or luxury fashion.
• The new statement : « I am in charge of my life »
De Beers & the Ansoff MatrixThe new target market selection
De Beers Current Product New product
Current
marketsMarket penetration Product development
New markets Market development Diversification
The right hand ring
• New product : Power Ring
• Non traditional product
• North South directions
• Multiples small diamonds
• fun and playful
• Mix and fancy shapes
The Right Hand Ring : New market, New Product
• New market
• Untargeted niches of woman's
• 77 millions 45 - 65 years old
• Married or Single
• Income > 100 000 $
• 2002 : 23, 6 % Woman‟s unmarried
Non-Bridal market for diamond rings is an immense potential
The Right Hand Ring & the new market target
Target
• Independent and accomplished women who wanted
• Baby-boomer women with annual household incomes of $100,000+
• Buy or receive diamonds ring for non traditional reasons
• 35-64 years old
• “…as expression of a woman´s individualism”
• Modern woman
• Without complex
• Free woman
In sum
The Right Hand Ring is a celebration of woman’s freedom
Woman of the 21st Century
The Right Hand Ring
communication is the legitimation of this phenomenon
Communication Strategy Celebrity endorsements
Madonna
Jennifier Lopez
Mariah Carey
Scarlett johansson
Print advertisements
5 – 6 Millions $
Elle, Vogue, Vanity Fair
- Focus in the target
What did the target say?
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
High-profile
Aspirational
symbol of the product,
infuential, to be worn in public
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
CHANGING OF ATTITUDES WITH THE
COMPANY‟S MESSAGE
De Beers « Diamonds are Forever » Campaign
De Beers « Right Hand Ring » 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.
DE BEERS « DIAMONDS ARE FOREVER » CAMPAIGN
Focusing on the love between a man and a woman
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.
DE BEERS « RIGHT HAND RING » CAMPAIGN
Message: Your right hand is underdressed
“Empowering" women with a right hand ring
Cognitive Advertising Strategy:
Statement of individuality, personal achievement, self indulgence, self-concept..
Stimuli:
Symbol of accomplishment
"Catwomen of the world, raise your right hand!"
Catwoman - credible spokesperson
Halle Berry - good match up
Keys to success
MAO
Motivation
Ability
Opportunity
Nature of Involvement
Cognitive Affective
High
Low
Values
Singapore
Target of the Riight Hand Ring
• Independent and accomplished women who wanted
to buy or receive diamonds ring for non traditional reason.
• 35-64 years old
• “…as expression of a woman´s individualism”
• Modern woman
• Without complex
• Free woman
Cultural
Factor
Singapore
too different cultures to find a target enough
for the successfull of the campaigne?
Five Cultural Dimensions
Power distance
Individualism VS Colectimism
Masculinity VS Feminity
Uncertainly avoidance
Long / short term Orientation
Singapore
Power distance Index
The degree of inequality among people that is
viewed as being equitable
South Korea 60 Japan 54
Singapore 74
Singapore
Individualism / Colectivism
The degree to which people prefer to act as
individuals rather than group members.
South Korea 18 Japan 46
Singapore 20
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
Singapore
Uncertainly avoidance
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
Long term orientation VS short term:
Singapore
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
SingaporeIn sum
Country PDI IDV MAS UAI LTO
Japan 54 46 95 92 80
South Korea 60 18 39 85 75
Singapore 74 20 48 8 48
But…..is this enough to consider the market?
8
Singapore
Globalization IndexTop ONE on the world
according to E.T Kearny
Where are the best
places to focus the
campaign
the global connectivity, integration and
interdependence in the economic, social,
technological, cultural, political, and
ecological spheres.
Close to the Business Areas
Singapore
Suntec City
Central Business District (CBD)
Raffles Place
Orchard
Vista Xchange
Singapore
Singapore Target
The Right Hand Ring
Independent
Self-confident
Free
Modern
Without complex