2. Case Study : Cartier + SHANG XIA
I. The Brand identity of Cartier
1. Product
2. Signs and symbols
3. Brand culture
4. Brand personality
5. Brand as a person
6. Brand as an organization
7. Ethic
8. Self image
9. Brand relationship
10. Brand consumers (mapping)
11. Core brand identity
II. SHANG XIA on the European market
1. Product and offer strategy
2. Sales strategy
3. Production and organization
strategy
4. Cross canal communication
strategy
5. Internal Organization
6. 3. Brand culture & History
Important date of Cartier
1847 : Louis-François Cartier took over his teacher's jewellery worshop
1856 : Princess Mathilde, niece of Napoleon III, made her first purchase from Cartier
1888 : The first jewellery bracelet-watch for ladies was created
1899 : Cartier opened its shop at 13, Road of paix in Paris
1900 : Aristocrats bought neoclassical jewellery with platinum and diamond
1982 : Cartier launched the series "new jewllery" with the gold and gem
7.
8. 4. Brand Personality
- Elegance and Perfection Cartier has perfectly captured the very personality of the
Cartier luxury brand.
- Since the brand is known for its outstanding craftsmanship, it is considered to be a
master led by perfection as its mantra in producing, creating and designing the most
impeccable.
- Its classic and traditional design is timeless which defined for itself a very
specific niche market of elite loyalists.
9. 5. Brand as a Person
-“Luxury brand” connotes a certain feel of exclusivity
-Small and Niche-type of population
-Heavily on authentic and famous luxury brands to further enhance their image and
position in the society
-Global Positioning : Legacy, Elegance, Fine
craftsmanship, Consumer Loyalty
Print, mail, television digital, mobile and live event marketing
helped to keep the brand front and center of its target audience.
10. 6. Brand as an organization
-200 retail stores in more than 125 countries with five flagship stores world-
wide:
Paris - 13, Rue de la Paix
London - 175-177 New Bond Street
New York - 653 Fifth Avenue
Tokyo - Minami Aoyama
Shanghai - Bund 18, 1st East ZhongShan Road
11.
12. 7. Ethic
Cartier is committed to continuously improve its ethical, social and environmental
performance, the aim to achieve full conformance with the terms of its
responsibility policy.
-LED technology to reduce energy consumption
-On paper sourced from responsibly managed forests
13. 8. Self image
•Founding spirit
•Unique skill and style
•Panther
•Fantastical creatures
•Pioneer in modern watchmakin
14. 9. Brand Relationship
Cartier is well known for its
Jewelleries and wrist watches.
Cartier has a long history of
Sales to royalty and celebrities
Trust of customers
15. 10. Brand consumers
• the top-end spectrum of wealth and social economic status
Cartier's target market are loyalists, who may be trendsetters in other luxurious
items that they buy, but when it comes to Cartier, remains loyal and is not
affected by any new trends in the market.
16. 11. Core brand identity
Permanence :
- Jeweler to Kings
- Elegant, luxurious
Difference : recreating the traditions of the past in the present with
constant spirit of challenge and exploration, without being satisfied
with long traditions and reputation
19. Product and offer strategy
1. Limited edition product
Every year, our products have several series. We limit
the quantity of products
2.Customized product
For this part, we can accept some order with some
special demand. Certainly, the price is much higher than
the other products
20. Sales strategy
Targeting : consumers who
look for different types of
luxury brand combined with
specific element or cultural
Price : high price unlike other
‘made in china’ product, but
cheaper than other luxury
brand
Boutique: bold placing in
grand luxury brand’s street
with huge capital
