Embed Size (px)
DESCRIPTION
Citation preview
A diamond is forever
The most successful marketing campaign of the 20th
Group member:Lin HuanLiu JingzhenChen ChenChen Shu Li JingChang Le
What is a diamond?
Diamonds are girl’s best friends
Marilyn Monroe
Catalogue
Introduction
Key products
The Marketing campaign
New marketing strategy
Introduction
Cecil Rhodes founded De Beers in 1888
Lord Nathan Mayer Rothschild, of the Rothschild family, funded the development of De Beers
The De beers family of companies:De Beers Canada – miningDe Beers Consolidated Mines – miningDe Beers Diamond Jewellers – retailDebswana – miningDiamdel – tradingDiamond Trading Company – tradingDiamond Trading Company Botswana – tradingDiamond Trading Company South Africa – tradingElement Six – Advanced Materials / industrial diamondsForevermark – retailNamdeb – miningNamibia Diamond Trading Company – trading
Introduction
De Beers Diamond Jewellery Ltd
Introduction
Paris Lafayette Beijing SHIN KONG Place
Key products
Rough diamond
Diamond Jewellery
Key products
Rough diamond Most use to B2B market
Key products
Diamond Jewellery
1.Rings
IMAGINARY NATURE RING
Key products
Diamond Jewellery
2.Earrings ADONIS ROSE PEAR DROP EARRINGS
Key products
Diamond Jewellery
3.NecklacesADONIS ROSE NECKLACE
Key products
Diamond Jewellery
4.Bracelets
ETERNITY LINE BRACELET
Key products
Diamond Jewellery
5.MensAZULEA BLACK GOLD BAND
Key products
Diamond Jewellery
6.COLOURED DIAMONDS
DE BEERS AURA SOLITAIRE
Before 1930s The price of diamond in Europe had already collapsed. Solution: Searching for a new market! The United States of America ( N. W. Ayer & Son)
The Marketing campaign
Diamond and love
Between 1838 and 1841The movies and stars effect
Fashion magazines
Related with famous paintings
The British Royal Family
The Marketing campaign
The movies and stars effect
Fashion magazines
The Marketing campaign
A DIAMOND IS FOREVER钻石恒久远一颗永流传
The Marketing campaign
https://www.youtube.com/watch?v=lM2uYnq_-4k
New marketing strategy
1.Down-stream strategy
Adjust the allocation of resources
Focused on the marketing capacity of its customers rather than the operating strength
Ensure to have the high quality consumers and enhance ths market competitiveness
New marketing strategy
2. Involved in diamond retail sector from 2000
Coorparate with LVMH
De Beers LV
Enter the terminal market of diamond industry as luxury brand
New marketing strategy
3. Developing new diamond resouece
Produce synthetic diamonds for industrial use
Three factories: South Africa; Sweden; China
Conservation of resource
New marketing strategy
New marketing strategy
4. Innovative products for the new market
New collection for women: left hand represent family and love; right hand represent independency
New collection for men; square shaped diamond accessories
New marketing strategy
Conduct changes in management within the company to achieve localization
Eg: BEE ownership
26% shares of Debeers sales to authorized black financial
organizations
New marketing strategy
Fullfill social responsibility
2.4%--2.7% of the total profit goes to the local education, healthcare
Stress the importance of harmony between industry and nature
Diamonds represent emotions for consumers
New marketing strategy
THANK YOU
