De Beers: Diamonds are for Asia
Strengths:
There are commonalities in diamond perceptions more than differences
Average price of every piece sold was more than twice of US or Europe as size and quality of diamonds is greater.
1990 help the jewelry industry to develop
Diamond acquisition threshold in China was a house hold income of 250 USD per month.
Expanding group of newly wealthy people, openness to change
About status within your peer group. Even people on low monthly salaries would buy a high quality diamond: it was a family driven purchase.
American market is booming.
If you are modern women you feel confident and successful if you are a traditional you feel valued and proud.
For women, jewelry was an expression of self-enhancement, a symbol of femininity.
Demonstrating the status of the wearer and the family.
Women buying diamonds for themselves, for the joy of wearing them invested in jewelry in case of emergency.
Final contribution of de beers to the diamond pipeline is the promotion of diamond jewelry for the industry; through advertising campaigns developed from extensive market research; trade promotional activities and jewelry design competitions
Slogan "A diamond is forever" echoes durability and appeals to the emotional attachment of the owner to the stone.
We have to make them want to wear their rings more by encouraging jewelers to create more practical designs which won't frighten off the traditionalist.
Weaknesses:
Valuing a diamond is a highly skilled task thus not traded on world frequently. (Valued on the basis of four criteria- 4C s carat clarity color and cut)
Diamonds were not bought as a store of value, they could not be traded in the same w...
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For our advertising campaign the campaign we have two suggestions:
First ad is related to a woman who has given a birth to a baby recently, lying on her bed in the hospital (hospital room's decor is very attractive, so we understand that it is a very expensive hospital) and holding her baby. Then her husband comes in with a smiling, he prouds because now, he is a father. He gives his wife a beautiful diamond ring, it means he thanks to her.
Second ad is that a man calls his wife and tells her that he promoted in his job na dnow he is a manager and also invite her to a dinner at a very expensive and famous restaurant. Then we see him and his wife in the restaurant at night. She gives her husband a De Beers watch to congratulate his promotion and everybody turns to them to see the watch.
For our pricing strategy we continue to stay in premium pricing.
A beautiful precious diamond can last forever, but what most people do not know is that a majority of our diamonds come from Africa. The civil wars in Africa over diamonds began around 1961 and ended in 2003. Conflict diamonds were rampant and it would be difficult to say if any jewelry sold prior to 2003 was conflict free. Conflict diamonds are diamonds that have been mined and were controlled by African rebels. The rebels would use the profits from selling conflict diamonds to fund illegal activity and to purchase more weapons for their armies. While rebels had control of the diamond mines they killed approximately 4 million people and countless families were displaced.
It’s hard to imagine that a mineral could be fueling wars and funding corrupt governments. This mineral can be smuggled undetected across countries in a coat pocket, then be sold for vast amounts of money. This mineral is used in power tools, parts of x-ray machines, and microchips but mostly jewelry. Once considered the ultimate symbol of love, the diamond has a darker story. "Blood" diamonds or "conflict" diamonds are those mined, polished, or traded in areas of the world where the rule of law does not exist. They often originate in war-torn countries like Liberia, Sierra Leone, Angola, and Côte d'Ivoire were rebels use these gems to fund genocide or other questionable objectives. Even with a system known as the Kimberly process which tracks diamonds to prevent trade of these illicit gems, infractions continue as the process is seriously flawed. The continuation of the blood diamond trade is inhuman, and unethical, and in order to cease this illicit trade further action to redefine a conflict diamond, as well as reform to the diamond certification prosess is nessasary.
The woman is in a hijab, a very traditional Muslim headwear. The ideas in the pull down google search bar are very traditional ideas as well; sexist ideas about a woman’s place in society. However, the use of these traditional elements to portray a message of female equality, and the use of a Google Search is very cutting edge. This allows for that sharp contrast of whether traditional or modern is better, and the blending of the two creates a more integrated feeling; that one can have traditional and
You’re browsing along various websites searching for a new piece of jewelry to add to your collection. Suddenly - you see it. The piece that screams your name. It’s an elaborate piece with large cut diamonds and you just know those can’t be real. But they look so real, so you check out the price.
Deep within African mines, elusive diamonds lay enveloped in the Earth’s crust. Possessing much influence, beauty, and tension, nature’s hardest known substance causes parallel occurrences of unity and destruction on opposite sides of the globe. Diamonds, derived from the Greek word "adamas", meaning invincible, are formed deep within the mantle, and are composed entirely from carbon. Moreover, only under tremendous amounts of heat and pressure can diamonds form into their preliminary crystal state. In fact, diamonds are formed approximately 150km- 200km below the surface and at radical temperatures ranging from 900-1300 C°. When these extremes meet, carbon atoms are forced together creating diamond crystals. Yet how do these gems, ranking a ten on Moh’s hardness scale, impact the individual lives of millions of people besides coaxing a squeal out of brides-to-be? These colorless, yellow, brown, green, blue, reddish, pink, grey and black minerals are gorgeous in their cut state, but how are these otherwise dull gems recognized and harvested? Furthermore, how and why is bloodshed and violence caused over diamonds in Africa, the supplier of approximately 65% of the world’s diamonds? (Bertoni) The environmental, social, and economic impact of harvesting, transporting, and processing diamonds is crucial because contrary to popular belief, much blood has been spilled over first-world “bling”.
Jewelry was worn on many places and almost for all
A mans best friend is a dog and girl's Diamonds. Marilyn Monroe said it best, "diamonds are a girl's best friend." This timeless saying makes Tiffany's & Co, Cartier, and Harry Winston very happy and helps the sale of diamonds more than Ms. Monroe will ever know. A diamond is not just the "4c's" anymore, color, carat weight, clarity and cut. Diamonds are revolving into something more than the hardest mineral. The diamond says more than words could express. A symbol of love is worn on the left but what about the right? Women of the world raise your right hands because you deserve to glisten is essentially the meaning behind the Diamond Trading Company's advertising. What is silent but speaks volumes? It's your worth in the form of a Round diamond, princess diamond, marquise diamond, oval, tear-drop diamond, and or pear-shaped diamond. W Magazine appeals to the successful women socialite's of America. The March 2006 edition of W magazine has an advertisement from "A Diamond is Forever, Trading Company" which uses pathos by luring women to purchase a diamond for their right hand as a statement of how powerful, smart, and successful she is.
The slogan “A Diamond is Forever” concentrates on a combination of emotion and status. The true genius of De Beers lies in having created a connection between human love and power with something that has no value at all. You can’t eat a diamond, you can’t drive it home, you can’t make clothes out of it, you can’t build houses out of it, yet people are willing to spend a lot of money on a diamond because they feel a connection that a diamond (and their love, power, and status) will last forever. De Beers’ slogan has and continues to be a success. The idea of engagement continues to result in the purchase of a diamond ring – within three years of the slogan’s arrival on the market an estimated 80% of wedding engagements in the U.S. included diamonds.
Santarossa, B. (2004, January 13). Diamonds: Adding lustre to the Canadian economy. Retrieved November 06, 2017, from https://www.statcan.gc.ca/pub/11-621-m/11-621-m2004008-eng.htm
A lot is shown in this 30 second advert many symbols, different images, all kinds of colours and a small variety of people. The first thing we see is a person holding a magazine with a women's face on it, the name of the women on the magazine is Caroline Penri after this a celebration is revealed there is a lot of people everywhere smiling and laughing and drinking most of these people are white, then we see two children they were boys and they were also white. After the boys were shown, we see bottles of total effects (the product), next we perceive the same two boys shown before, though this time they seem to be upset. After the upset boys are shown, we see the woman that was shown at the beginning (Caroline Penri) in bed with a man next to her. The last thing the advert portrays is a variety of cakes with numbers on them the numbers were 27, 30, 33, 34 and 36. One thing that really stood out to me in this advert is the numbers they had used like a list, 1 wedding, 2 kids, 43 bottles of total effects, 7 signs, 185 tantrums, 378 pre-dawn starts and 9 birthdays.
In 1785, the court jewelers, Bohmer and Basange, constructed a necklace with five hundred and forty diamonds of varying sizes in an ugly arrangement that resembled the collars worn by circus animals. They hoped that King Louis XV would purchase it for his favorite, Madame du Barry. Unfortunately, the king died before the necklace was completed. So, naturally the jewelers tried to sell the piece to the newly crowned Queen, Marie Antoinette, because she was known for her extravagant spending and taste. They priced the jewelry at and equivalent of two million dollars in modern money. The Queen declined the offer. She did not like the necklace and the price was even too high for her. Knowing that they would be ruined if the Queen didn’t buy their product the jewelers continued to plead with her for ten years. Each time she turned them down. Then, one day the Queen received a note signed by Bassange which said, “We have real satisfaction in thinking that the most beautiful set of diamonds in existence will belong to the greatest and best of Queens.” Puzzled by the message, the Queen, put the note to flame by a candle sitting on a nearby table (Komroff 85).
iii. India dominates the world’s cut and polished diamonds (CPD) market. In value terms, the country accounts for approximately 55 percent of global polished diamond market and nearly 9 percent of the jewellery market. According to GJEPC's provisional estimate, cut and polished diamonds registered 19.06 percent growth in exports at US$ 7.11 mn.
The ad, which is mainly targeted to men and women seeking to purchase a home, has a blue sky with clouds and a line of never ending green plants in the background (RE/MAX). There is a red, white, and blue air balloon with the word “RE/MAX” written in the center of it (RE/MAX). Next to the air balloon is a phrase that says “Turn Your Dreams into a Reality” and below the phrase is the outline of a house outlined in white lines (RE/MAX). Finally, at the center of the ad a man and a woman are hugging and facing the
The film marker is trying to raise awareness of the illicit conflict diamond trade and reinforcing the Kimberley process1 and showing how it will stem the flow of conflict diamonds. This is successful mainly due to the public outburst after the movie. The great impact of the movie has caused diamond companies like De Beers2 to start a pre-emptive PR (public relationship) campaign, even before the movie was released to inform people that their diamonds are conflict-free.
A Comparison of Two Advertisements Introduction Advertising and media are part of everybody’s everyday life, with or without them realizing. Each day we see adverts on the television showing us new lifestyles that look glamorous, we hear adverts on the radio, we see slogans emblazoned on people’s clothes, on the side of buses, on billboards, everywhere!! Big companies know that they need to make their product appeal to as many ‘niche markets’ as possible and they do this by ‘audience segmentation’. This is when companies make an advert so that it would appeal to one type of person, and then another advert for the same product but for a different type of person. Although it is hard to know exactly when there target audience will be watching, companies will spend lots of money researching.