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Fb-147 Toderas Tatiana

Introduction:Founded: 1895 by Daniel SwarovskiOriginal 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 16-45Male: 20-30Categories: young, educated & employed professionalsRelationship status: single/relationship/engaged

Media strategy(promotion planning)Aim: to fully support & implement 12- month 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 GlamourSales promotion: jewelry-shaped drink matsSocial media competitors

Conclusions & RecommendationsHow to target a younger audienceSocial mediaNegotiate lower prices without negotiating reputation How to reinforce positive brand attitudesCelebrity endorsementCharity fund raisingHow to engage consumersCompetitorsMale specific advertising campaignsPurchasing incentivesOpportunities for sale increaseCapitalize on key events on the social calendar with limited edition linesFurther support from stock lists

Thank You!