What is Cartier’s marketing strategy? Cartier is a luxury brand that manufactures watches and other personalized products. In France, the company was founded in 1847 by Louis-François Cartier, in a Parisian neighborhood called Montparnasse.
For a long time, the brand has implemented various marketing strategies. And today, we can say that it remains focused on a marketing mix made up of the 4Ps (Product, price, place, and promotion). Let’s take a closer look at the most critical elements of Cartier’s marketing strategy to understand how the company works.
What is Cartier’s target audience?
Cartier, being a luxury brand, its segmentation is focused on a small population of its niche. Its target market belongs to the luxury market.
Where consumers who have been described as high-end due to their economic status and wealth are found.
Likewise, the brand makes a study of the following tools so that its target audience remains interested in the company:
- Monitoring social media and keywords to know what your customers are searching for.
- Competitive research to determine what has positioned your audience and how to respond to it.
- Demographic research focused on your internal customer database for more precise targeting.
What is Cartier’s marketing mix?
This is how the Cartier marketing strategy works, based on the marketing mix.
Product Strategy, What is Cartier’s marketing strategy.
Cartier has a wide variety of products, although it has a strong domain in manufacturing luxury watches and jewellery. However, they also take on the task of creating custom products for customers that make up their niche.
However, this brand has also differentiated itself from its competition by maintaining a high-end and first-class design. Considering this brand’s marketing mix, we can´t overlook that all its products are of the highest quality. Among its variety, we can find chains, rings, earrings, bracelets, brooches, etc.
But this is not all, since the brand has also made other products available. Their latest collections have been high-end, bearing Panthere, Tutti Frutti, and Cartier Diamonds. It is worth noting that these collections have had a very significant impact on the company’s image. Therefore, they have managed to offer the public totally exclusive designs.
Regarding its product strategy, the brand has also considered its segmentation for its classification in different categories. For example, they have watches for men and women and other articles that can adjust to the client’s needs.
Price Strategy, What is Cartier’s marketing strategy.
To refer to Cartier’s pricing strategy, it is essential to mention that they target very particular customers. However, this marketing mix strategy has remained focused on the wealthier class based on quality, products, and the competition’s offers.
In fact, marketing experts say that Cartier customers remain satisfied with the products, regardless of how high the price is. This is because the brand offers personalized products, and if it is not, its quality is also not in dispute.
Only quality materials are used to manufacture these products, so the brand itself ensures that its target audience is happy.
Likewise, although this public is made up of people from high society, they have gift vouchers to give people a price reduction when making their purchases.
Distribution Strategy, What is Cartier’s marketing strategy.
We can find Cartier products in various parts of the world. Their strategy has been to conduct a market survey to determine which areas are frequently visited by their target audience.
As we have already mentioned, this brand has a high-class audience and is based more on the brand than on the product itself.
For this reason, Cartier has had points of sale in those areas that are closest to its customers. These areas are very stylish, as we refer to cities like Paris, New York, and London.
However, the brand has also ensured that its customers can access the purchase of its products online.
Promotion Strategy, What is Cartier’s marketing strategy.
Cartier has become known for its company’s history and for each of its products. For this reason, we can see that its promotional mix marketing strategy is all about comprehensive Cartier marketing for the use of various communication channels.
Likewise, the company knows how to promote consumer publications through the press. Using channels such as Vogue, Business Today, and Femina, among others.
The company is also responsible for monitoring television promotion to ensure that they reach their target audience and have quality Cartier advertising.
Cartier also draws attention for its shows, showing the new products that it is launching on the market. It is also important to add the Cartier brand’s online marketing so that people know about your company.
Did you like this post?
Cartier’s marketing strategy is based on a marketing mix and has ensured that its target audience remains loyal to the brand. Of course, this leads to hard work where they must take care of the quality of their products. This is a sign that luxury brands also require a marketing strategy to stay in the market with a good position.
Ideally, if you have a luxury brand, you should have an action plan focused on your goals and segmentation. At BluCactus, we have marketing experts who know your brand. We can create a marketing strategy that fits your needs.
Do you want to publicize your luxury brand? You just have to contact us, and we will gladly assist you in giving you quality advice and working together on your project.
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