Chapter 7- Business Marketing

Cartier is one of the world's legendary manufacturers of jewellery and fine watches. To maintain  this name of luxury brand, it has developed and created by the time goods and services what have reflected the lifestyle of its loyal customers through its journey. Cartier as a manufacturer of its own products still needs raw materials and services from other business in order to realize its products. Cartier 's customers can also purchase their products through the electronic commerce that the brand uses. To grow sales , or in a new buy concept, Cartier is making an aggressive play for the "nouveaux riches" in emerging market such as China and Russia.

Moreover, social media platforms are a prime outlet for brands to reach a wide range of interested consumers who could be future customers. Thus, Cartier is one of the first luxury brands to hang out its shingle on a social networking site. The underlying goal is enhance Cartier 's reputation as a luxury brand leader in deftly using social media tools to create excitement around its products and viral spread awareness for its brand. Through those social networks, Facebook and MySpace, the brand is advertising its new products and interacting with loyal and new customers.

Chapter 8 - Segmenting and Targeting Markets

Cartier is a well-known luxury brand and being considered a "luxury brand" itself, connotes a certain feel of exclusivity, excellent quality, high-level precision and outstanding craftsmanship which makes its target consumers only a small and niche-type of population. Its main target market or target audience belong to the luxury sector of the market who are individuals classified at the top-end spectrum of wealth and social economic status. Usually, its target consumers spend heavily on authentic and famous luxury brands to further enhance their image and position in the society therefore it set a strong calling and demand to remain loyal to the brand. Cartier based on its strategic approach is to connect existing Cartier costumers to the brand and continue to give them unique experiences while also capturing new clients who may be interacting with the brand for the first time. Also, Cartier, for its geographic segmentation, has a fantastic geographical spread. The brand added different shops in Europe, Middle East, The Americas, Japan, and the rest of Asia. The new Sortilege de Cartier collection attempts to capture our personality, motives, and lifestyle which constitute a good psychographic segmentation for the brand.

Chapter 11- Developing and managing products

Cartier is keeping with its origins as jewellers, it strives to exceed the limit of excellence, to create objects of the highest quality , and to invest new approaches the beauty. More recently, November 2012, Cartier introduced the new Winter Tale Holidays Campaign. Cartier features two panther cubs playing hide and seek in a snow that leads to the discovery of iconic Cartier precious gifts, an array of winter celebrations gifts suggestions - Love bracelets and rings, high jewellery, trinity rings, Tank Anglaise watch. 

Luxury brand marketing is all about creating that magic around the brand . Each item of Cartier is a perfectly told story based on a different aspect of love. The design of the Collection " Cartier Leve Ring "  or " The Love bracelets of Cartier " embraces a rich history of Cartier symbolizing everlasting love. Allow yourself to become one with your partner, possess or let yourself be possessed. The work of Cartier makes the brand even more desirable among its audience - both current and potential.

Chapter 16 : Integrated Marketing Communication

Cartier and all smart luxury brands want to cultivate an audience who are willing and enthusiastic to become brand evangelists. Cartier designs are also a great influence to their direct competitors. Cartier has differentiation as luxury brand based on competitive advantages linked to buyer desires for status, image, prestige, upscale, fashion, superior craftsmanship and the finer things in life. Cartier has developed its "wholesale" products concept under the trademarked name " Les must de Cartier ." The spinoff products, primarily accessories with modest prices, brought the Cartier reach of every consumer, without sacrificing the grandeur and reputation of the Cartier jewerly line.  

Chaptr 10 - Product Concepts

Today Cartier is one of the world's leading luxury goods companies, designing and manufacturing a broad range of luxury products including jewelry and watches. The Cartier products are used as consumer products, where the consumer will buy them for their own personal wants. Cartier has a large bunch of luxury jewelry and watches that customers are willing to purchase for their own satisfaction. These productions  are what have come to be called" high - involvement" and " complex" products. Cartier has a high amount of brand quality. Every single customer purchasing a Cartier product feels it is reliable and proud of his or her purchase. Original Cartier jewelry or watches are an example of specialty products that possess some unique characteristics that cause the buyers to price these particular products. Buyers will even more go out of their way to purchase specialty products. Although Cartier products are more expensive and have this stylish , elegant, and classic, customers still feel it is a product they must have.

Chapter 18 - Sales Promotion and Personal Selling

Sales Promotion is commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers. Cartier does not offer many promotions. Cartier sales are pretty good without aggressive promotional campaigns.  Cartier maintains its successful sales on its regular and loyal wealthy customers. The enormous prices for Cartier merchandises may varie expensively, but if you are willing to go onto websites, such as eBay and jomashop you can certainly find items for significantly cheaper. You can find Cartier discounts and coupons promo codes only on some retailers either online or department stores such as Macy's, Sacks, and Bloomingdales.

Personal selling is the process that allows marketers the greatest freedom to adjust a message to satisfy customers' information needs. As other luxury brands, cartier is keeping its way to attract even more customers by different social networks such as facebook or mySpace.  Facebook Timelime, Cartier has a powerful tool with which it can reach and engage people all over the world.  Nowadays, possessing a piece of jewelry from Cartier is incontrovertibly a symbol of high class and noble taste, and you can spot many super stars walking with proudness on the red carpet with Cartier jewellery.

chapter 17 - Advertising and Public Relations

Cartier advertises its product through magazine, screen visual, or Internet to attract more customers other than its regular wealthy ones. Cartier most ambitious screen advertisement was "The Cartier Odyssey" a three-and-a-half minute spectacular that required three panthers, model Shalom Harlow and a life-size replica of a 1906 biplane. The production of the film was estimated to $5.3 million and its purpose was to show a clear brief from Cartier to bring the brand communication to a new level. 

Cartier in its public relation demonstrates its interest in women

from all over the world by promoting female entrepreneurship, The Cartier's Women's Initiative Awards, through funding, sharing, coaching, fostering and networking throughout the globe. The Cartier Foundation for Contemporary Art presents 50 artists from around the world, painters, sculptors, designers and filmmakers, exhibiting more than 400 works and telling their story.

Chapter 15 - Retailing

Cartier is well known for its beautiful jewelry and watch and as a chain store because of the enormous Cartier retail stores around the world. Cartier jewelry and watches can be purchased from a Cartier boutique, a Cartier authorized dealer or a Cartier e-boutique. Cartier has four boutiques located in New York, Madison Ave, JFK Airport Terminal One, 653 Fifth Ave, and Saks Fifth Ave. Cartier is also sold in some department stores in NYC such as Cellini, Cosmos Boutique, HL Purdy, INT. Shoppes, and Wenpe. 

Cartier over 150 years, the House of Cartier has been putting its signature to luxury creations. Its motto can be resumed by three words: creativity, authenticity and originality. 

Customer satisfaction motivates everyone at the House of Cartier to diligently provide an extra special quality of service looking after Cartier creations throughout the world and taking the utmost care of precious objects that you entrust on us.

I decided to pay Cartier a visit located on Fifth Avenue and 52nd Street whose the building has been named <Cartier's Building> thus opening a new chapter in the long story linking Cartier to NYC. From the front it has a display you could have an overview of the items. I was greeted by the doorman and as I walked in I was astonished the store was pleasant, elegant and beautiful and the sales associated were nice and friendly, those who were not busy with customers smiled at me . I was looking at those magnificent bracelets a salesperson asked me if I needed help and if I would like something to drink and it was all very lovely. Even though, I did not purchase anything, they were still nice to me. Overall, everyone can be satisfy at Cartier's customer service and its wedding rings are absolutely awesome and for those who are looking for an elegant, beautiful and classic rings Cartier is the right place to go.

Chapter 6 - Consumer Decision Making

Cartier as luxury industry invests heavily in its brand with the intention of increasing popularity, prestige, and exclusive brand image of its products, all the while limiting accessibility. Customer are showing a preference for more sophisticated watch and jewellery items, ones which also inevitably tend to be higher-priced. Some people dedicated their entire watch and jewellery collection to Cartier brand when showing a preference for more sophisticated, luxury, elegance, and class items.

Atmosphere in a boutique is extremely important for 

Cartier to make its customer feel at home, no matter

if he or she is in Paris, New York or in Hong Kong. 

Even more, the KISMIE programme of Cartier was set up with the aim of embedding a culture of excellent customer service across all of Cartier's boutiques and customer service centres around the world. The programme uses a combination of tools to develop practical customer relationship kills and provides employees with an in-depth under- 

standing of Cartier. To remain a leading luxury brand, Cartier must continue offering beautiful 

products and excellent service.

Chapter 5 - Developing a Global Vision

Cartier has been in the business since 1847. Designing and manufacturing exclusive collections of fine jewelry, wristwatches and prestige accessories, distributed through close to 300 Cartier boutiques worldwide. The beginning of a second republic was an incredible period of development for France, it was when Paris started to shine internationally, and Cartier developed its business with global expansion. At the end of the 18th century, Paris was the center attraction of the world, Cartier had an international clientele already -  not only the aristocracy of the second empire, but also the Russian princes and the rich American people. In 1898, Louis Cartier joined the business with a new ambition and a new vision for the company with his elegant and extravagant designs in watches. Today, Cartier has more than 200 stores around the world and has four Cartier symbolic boutiques located in Paris, France (13, Rue de la Paix), London UK (175-177 New Bond Street), New York, USA(653 Fifth Avenue) and Tokyo, Japan(Minami Aoyama). Each Cartier store around the globe offers a wide range of jewelry, bridal jewelry, timepieces, leather and accessories products.

Chapter 4 - The Marketing Environment

Target market is a defined group that managers feel is most likely to buy a firm's product. 

Cartier has found as an essential benefit for the brand to capture the allegiance of Young Adult Consumers: Members of Generation X( born between 1965 and 1978 )are outspending Baby Boomers when it comes to Luxury & Fashion, and Generation Y ( Millennial or the Internet Generation) represent the future for Cartier's business.

Heighten awareness, build equity, and allegiance, among affluent young adults for the Cartier brand by targeting them where they congregate in major US cities and online, all the time leveraging a key Cartier brand strength: its longtime presence in the universe of contemporary art. Luxury and Art are inextricably linked and Cartier's long history of perennial creativity in its designs, and of involvement with the arts are strong reflection of this relationship.

Apparently, Cartier is the first brand luxury to market itself on a mainstream social network - MySpace. One of Cartier's stated goals with MySpace campaign was to market younger crowd, but Cartier is not just after teenyboppers instant messaging with their friends about their latest crush. No matter the analysis of effectiveness of reaching its target, the reality is that the brand is seeking the viral nature and virtual world-of-mouth marketing that social media offers.

chapter 3 - Ethics and Social Responsibility

Cartier is committed to continuously improve its ethical, social and environmental performance, with the aim to achieve full conformance with the terms of its responsibility policy. 

Cartier, as a founding partner of the Women's Forum, is particularly proud to be jointly organizing the annual Cartier Women's Initiative Awards, a business-plan competition that celebrates audacious and innovative women entrepreneurs from all over the world. The Awards are not only a gesture of generosity towards women but also a sign of the confidence of Cartier in the leading role they will play in the future. 

In 2005, Cartier as member of Responsible Jewellery Council, in a bid to encourage colleagues, partners and suppliers to improve ethical practices throughout the Jewellery industry, from mining gold and stones to distribution. Cartier itself completed certification in 2010 and remains  a presence on the board and the executive committee.

Cartier boutiques, headquarters and manufacturing locations go through a continuous optimisation process to reduce environmental footprint. Boutique have been fitted with custom LED technology to reduce energy consumption. All press and service materials are printed on paper sourced from responsibly managed forests.

Chapter2- Strategic Planning for Competitive Advantage

Since its foundation in 1847, Cartier, with 200 stores in 125 countries,  is by far the most respected luxury brand in the world today. The brand has worked hard to increase accessibility, introducing several pricing levels to make the Cartier name available to the less wealthy as well as its traditional perceived audience of the global elite. One of the best advantage against its competitors is when celebrating its 165th anniversary, jewelry brand Cartier unveiled this heavy, opulent short film starring the brand's emblem, the panther, who travels through Cartier's history, brushing against some of the world's most iconic locations and moments. He lands up at Paris, where he meets supermodel Shalom Harlom at the Grand Palais, where Cartier was born. The Cartier's film was a great opportunity to promote itself around the world: -showcase: the film, Cartier's first genuine foray into the world of screen advertising will be shown at 800 UK cinema screenings and on television in 12 countries around the world. - Markets: the spectacular visuals of cutting edge special effects which explores the fire jeweller's archives and back-story in a bid to showcase the brand to both existing customers, emerging markets and a new generation. In a rich and lucid manner the brand takes and tries to connect the brand across two of the major emerging markets.

Even more, the commercial was so good, that the word of mouth made the advertising so popular and made customers feel like they were proud of their purchases they have of Cartier and made them want to buy more products from Cartier.

Cartier as well is performing a  SWOT analysis. It has an image as a luxury brand and popular global premium product. It has a good advertising and brand presence through print ads and TVCs. Cartier is known for also its exquisite jewellery is not just a watchmaker, its company brands on the other hand are predominantly watch brands. Its lack of suitable destinations for retail in luxury market is an opportunity for the brand to establish itself. Its customers display the double aspect of a strong luxury cultures and a strong sensitivity to prices.

Chapter 1- History and Mission statement

 HISTORY

Founded in 1847, in its first shop on Rue Montorgueil in Paris by Louis Francois Cartier, Cartier stands as one of the world's most esteemed and respectful companies in the luxury goods industry. Cartier soon was adopted by royalty finding its first notable champion patron in Princess Mathilde a cousin to Napoleon III. In 1902, the business of Cartier had already expanded from Paris to London and New York. 

Later, experienced only two generations of business, the company has long crown history serving royalty as well as stars and celebrities. Thus, Cartier achieved the title of " King of Jewelry," and the Prince of Wales, Albert Edward II, named it " Jeweller to kings, king of Jewellers." Cartier has been known worldwide for high jewelry creations and watches including "the Bestiary" (best illustrated by the panther brooch of the 1940s created for Wallis Simpson), perfumes and prestige accessories- symbols of crafts manship and elegance, quality and excellence. 

Today Cartier jewelry which condensed history of 165 years operates more than 200 stores in 125 countries with four emblematic boutiques world-wide: Paris-Rue de la Paix, London-New Bond Street, New York City-Fifth Avenue and Tokyo-Ayoma. 

                   
MISSION STATEMENT

Cartier as provident art pioneer will set a fashionable and aspirational style and implant the idea of the must have, in a range of items that will be more affordable and not just for the titled, wealthy and elite that had previously been the main clients through the door way of Cartier. Actively encouraging contemporary talents with the launch in 1984 of the Foundation Cartier for contemporary art, Cartier has scaled up art sponsorship and cooperation programs.