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Advertising Strategy for Cartier Bridal Case Study


Introduction

Cartier is one of the largest companies that engage in the manufacture of jewellery. Wedding and engagement rings are the major products of the company. However, stiff competition in the industry necessitates the company to engage in extensive advertising campaigns. Tiffany is one of the major competitors of the company. Cartier uses multichannel advertising campaigns to improve its competitiveness.

The company uses print media, television, and social networking sites to advertise its products. Online advertising is one of the major forms of advertising that the company uses. The growth of online social platforms necessitates the company to exploit this avenue to increase its revenue. The company uses Facebook to launch various advertising campaigns.

Some of the most recent advertising campaigns of the company include ‘true love has a colour and a name’ and ‘how far would you go for love.’ The company used Facebook to run the advertising campaigns. One of the major benefits of using social media is the fact that they are a cheap method of advertising.

In addition, Facebook enables the company to launch the advertising campaigns to people who have an interest in the company. This increases the efficiency of this means of advertising. Therefore, social media is one of the major platforms that the company would use in future advertising campaigns.

Advertising strategy

Cartier engages in the production of luxury products that target high-end consumers. Therefore, it is vital for the company to use the right channels in marketing its products without diluting the brand name. The company should ensure that its advertisements reach its consumers. In addition, it is vital for Cartier to ensure that its advertising strategies do not dilute the company’s brand name.

The company should make use of new technologies and communication channels to improve its brand image. Cartier ensures that the advertisements in various channels maintain the class of its products. In addition, Cartier ensures that it implements various advertising strategies flawlessly. The company ensures that it undertakes its marketing from top to bottom.

Creation of an effective advertising strategy does not guarantee the success of the strategy. Therefore, Cartier goes to great lengths to ensure that the execution of the advertising strategy is effective. The marketing strategy of the company helps in creating an aura that helps in reinforcing the brand image of the company.

Cartier ensures that it maintains the originality of the designs of its products. In addition, the company strives to formulate creative advertising campaigns. The company uses various advertising channels to reach its target market. Some of the marketing channels that the company uses to improve its brand image include mail and internet-based platforms.

The company also uses print to advertise its products. Cartier advertises its products via some of the most prestigious magazines. These include The Economist, Vogue, and Vanity Fair. The company regularly buys back covers of these prestigious magazines. Advertising in these prestigious magazines helps in improving the brand image of the company.

The bulk of Cartier’s advertisements incorporate its iconic burgundy colour and cuddly panther. In addition, the company packages its products in an iconic red box. Advertising the product via upmarket establishments is one of the major strategies that the company uses to reach its target market.

Four Seasons is one of the luxury hotel chains that the company uses to advertise its products. In addition, the company also advertises its products via various luxurious airlines. Association with various luxury brands helps in building the brand name of the company.

Online advertisements and use of social media are the new marketing frontiers that the company would use in the future. Growth of social media would increase the members of various online sites. Therefore, it is vital for the company to tap into this market. In addition, personalisation of advertisements in social media helps in improving their effectiveness.

The company has already started using this strategy. In 2011, Cartier launched three social videos and a music video via Facebook. The advertisements highlighted moments of true love among couples in various generations. Use of social media enabled the company to reach a large number of people. In addition, the company did not pay for advertising using social media.

Cartier launched the videos via its Facebook page. Therefore, the advertisements were visible only to people who follow the company’s Facebook page. These people have interests in the company’s products. Therefore, they may be future buyers of the product. Advertising to people who have interests in the company increases the effectiveness of these advertisements.

In addition, social media facilitates the interaction between various members of the social networking sites. This helps in personalising the effect of the videos. Therefore, the social media provides a platform that the company may use to launch future advertising campaigns. The low cost of advertising in social media is an added advantage of this advertising channel.

In future, the company may formulate various creative advertising campaigns that incorporate social media. The campaigns may involve competitions or other activities where the users of the social media are the focus of the advertisements.

Cartier has a rich heritage of designing high quality jewellery. The company has designed jewellery for various members of the the high society in various countries. The company is committed to achieve and maintain high standards of design and manufacturing excellence. Some of the most legendary figures in history wore jewellery designed and manufactured by Cartier.

These include the Maharaja of Patiala, Sir Bhupindra Singh and Edward, the Prince of Wales. Association with these legendary figures has helped in building the brand name of the company. However, Cartier’s Jewellery is not about women. The company has designed Jewellery for many men throughout history.

Cartier has a wide variety of diamond solitaire rings. The wide variety of diamond solitaire rings caters for people who have different budgets. The price of Cartier solitaire rings ranges from £1,850 to £60,500. The wide variety of Cartier’s engagement and wedding rings help in making weddings and engagements a magical experience to various couples.

Cartier’s rings are popular due to their platinum set diamonds. The company also uses other types of precious metals in making wedding and engagement rings. People may opt to use yellow or rose gold in the rings. Cartier allows people to tailor-make the rings of their choice. In addition, there are various designs from which people may choose rings. This enables people to choose a ring that fits their personal preference and budget.

Therefore, it is vital for future advertising campaigns to highlight the heritage of this company. In addition, the advertising campaigns should highlight the variety of rings of the company.

The company should create competitions that would reward people who design the most beautiful engagement rings. People would take part in determining the winning design. This would create awareness about the brand. Therefore, online competitions are some of the major advertising strategies that the company may use in future.

Tiffany & Co. is one of the major competitors of Cartier. The company has been operational for the past 175 years. This has enabled it to build a rich heritage. Tiffany has a blue iconic box that helps in improving its competitiveness. The blue box helps in identifying the products of the company easily.

Online advertising is one of the major strategies that the company uses to increase its competitiveness. In addition, the company credits its competitiveness to its craftsmanship. The company takes almost one year to make certain jewellery. This ensures that the jewellery is of high quality.

Tiffany markets its products using various popular online sites. In addition, the company also uses various popular mobile applications to market its products. The New York Times iPhone application is one of the mobile applications that the company uses to market its products. Advertising its products using mobile applications enables the company to gain a competitive edge.

This is because mobile devices are permanent companions of most people. Therefore, this marketing channel enables them to reach a large audience. However, it is vital for the company to use the proper means of reaching its target audience via the mobile devices.

Therefore, it is vital for the company to advertise its products using mobile applications that are popular among high-end customers. This was one of the major factors that made Tiffany opt to advertise its products via the New York Times iPhone application.

In addition, Tiffany uses online channels to advertise its products. The advertisements provide a link that sends them to the company’s website. This increases the number of people who visit the website.

Despite the fact that not all people who visit the website would buy the products, visiting the website increases awareness about the company’s products. This may increase the prospective buyers of the company’s products. Therefore, it is vital for Cartier to use online marketing to minimise Tiffany’s gains in this advertising channel.

In most countries, weddings take place during a certain season. Therefore, companies that engage in weddings usually target this season to maximise their revenues. Since wedding rings are the major products of Cartier, it should increase its advertising campaigns during this period. In addition, the company should use an efficient market channel that would enable it to reach the affluent brides.

Since weddings are a romantic affair, it is vital for companies that engage in the sale of luxury wedding-related products to use emotive advertising. Cartier should ensure that its advertisements are inspirational. In addition, the advertisements should have a tangible theme. The advertisements should make customers feel that the company is selling fantasy.

This would enable the company to attract interest from future brides. Cartier should use a multichannel approach to advertise its products to rich brides-to-be. The company may use bridal magazines, holiday resorts, or online platforms to advertise its products.

In addition, the company should pay close attention to the detail of the advertisements. This would enable the company to ensure that all details of the advertisements have a positive impact. This would help the company to gain a competitive advantage over other companies in the industry.

The digital medium is one of the most important advertising channels that companies may use to improve their competitiveness in the future. Social media is one of the most important online platforms that Cartier may use to improve its competitiveness.

The company has already started using social media to improve its competitiveness. ‘True love has a colour and a name’ and ‘How far would you go for love’ are some the advertising campaigns that the company has launched via online social media platforms.

Facebook is one of the major social websites that the company uses to launch its products. Thousands of people follow the company’s Facebook page. This provides the company with a large number of prospective customers. The personal nature of Facebook page may enable Cartier to personalise the information it provides to its customers. Facebook usually shows the change of status of its users.

The relationship status of Facebook users include single, in a relationship, and married. Cartier may use the information in Facebook accounts to personalise advertisements. Personalisation of the advertisements would increase the relevancy and effectiveness of the advertisements.

Cartier can also create a platform that would enable its customers to buy its products online. This would enable the company to reach customers who are in remote locations. In addition, the company may advertise its products using various online applications. It is a fact that online media are the future of the internet. Therefore, it is vital for the company to ensure that it captures this channel.

This would help in ensuring future visibility of the company. In addition, the company should ensure that it associates with the mobile applications of other luxurious products. The luxurious products include holiday resorts, hotel chains, and airlines. These companies have various mobile applications. Therefore, association with these companies would help in improving the brand name of the company.

Cartier may also advertise its products via magazines and various online channels. Cartier should ensure that it advertises its products in various bridal magazines. Bridal magazines serve the prospective customers of the company. Most bridal magazines offer online versions of their products. This provides the company with a platform that would enable it to reach a wider audience.

Cartier should also advertise its products in other popular websites. Advertising in online magazines or popular websites is very expensive. On the other hand, the company would minimal costs if it advertises its products using online social media. Therefore, Cartier should use social media to launch most advertising campaigns. This would help in minimising operational costs of the company.

Cartier should also create various platforms that would help it to interact with customers. The company may use online platforms to interact with its customers. Online platforms provide a cheap method of interacting with customers. Interacting with customers would help the company to understand the issues facing the customers.

This would help the company to formulate products or strategies that would address the issues of the customers. In addition, interaction with customers would help in personalising various products. This would enable the company to design wedding and engagement rings that reflect the personality and individual taste of various customers.

The future would bring various challenges to the company. The growth of online platforms may facilitate the growth of other smaller companies that sell jewellery. This is because online platforms provide a cheap means of reaching a wider audience. In addition, online sales may reduce the operational costs of these companies. Therefore, it is vital for the company to ensure that it has a large online presence.

This would help in consolidating its position as a market leader. Cartier may also create a mobile application that would help in improving its web presence. In addition, the company may design various games that may incorporate various products.

This would help in increasing awareness about the company’s products among the younger generation. The younger generation would guarantee that the company would have future customers.

Conclusion

Cartier is one of the most prestigious brands in the manufacture of luxurious jewellery. The company has a rich heritage in the manufacture of jewellery to royalty in various countries. The company uses a multichannel advertising strategy. The company uses print, online, and social media to improve its competitiveness. The company should use online platforms to undertake future advertising campaigns.

Social media would enable the company to personalise its products. Low cost of advertising in social media would help in reducing the company’s operational costs. In addition, online platforms would enable the company to reach a wider audience.

The company should also ensure that it uses various platforms to interact with its customers. Online platforms would provide the company with a cheap method of interacting with customers. This strategy would ensure that the company maintains its growth and profitability in the future.

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IvyPanda. (2019, July 1). Advertising Strategy for Cartier Bridal. Retrieved from https://ivypanda.com/essays/advertising-strategy-for-cartier-bridal/

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"Advertising Strategy for Cartier Bridal." IvyPanda, 1 July 2019, ivypanda.com/essays/advertising-strategy-for-cartier-bridal/.

1. IvyPanda. "Advertising Strategy for Cartier Bridal." July 1, 2019. https://ivypanda.com/essays/advertising-strategy-for-cartier-bridal/.


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IvyPanda. "Advertising Strategy for Cartier Bridal." July 1, 2019. https://ivypanda.com/essays/advertising-strategy-for-cartier-bridal/.

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IvyPanda. 2019. "Advertising Strategy for Cartier Bridal." July 1, 2019. https://ivypanda.com/essays/advertising-strategy-for-cartier-bridal/.

References

IvyPanda. (2019) 'Advertising Strategy for Cartier Bridal'. 1 July.

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