TARGET MARKET AND CUSTOMER SEG:

Demographic factors
 Gender: Women
 Age: 40-60 (In comparison, wealthy consumers in China are 20 years younger than
those in the US, Europe and Japan)
 Geographical location: Mostly from North America, Europe and Asia
 Education level: Well-educated
 High income group of women
 Wealthy international shoppers
 Ultra High Net Worth section (Nearly 90% buy luxury jewelry spending close to
$250,000 annually)

Psycho-graphic information
 Lifestyle: Luxurious
 Personality: 'Superior race' that strives for elegance, quality, and exclusivity in all
aspects of their lives
 Values: Desire to wear a masterpiece that feels exclusive
 Interests: tennis, spas, international travel, fine dining etc.

The need, want or problem that drives target market

 Consumer’s self-concept: Connoisseur

 Values: Quality and traditions, Brand reputation and craftsmanship,
Emotions, Exclusivity and Uniqueness
 Goals: Investment into status statement and future, Demand for expensive products
 Needs: Social and egoistic needs such as prestige and Hedonistic and Materialistic
Value)

Bulgari communicate with target market:

 Social media communications: Millions of consumers discuss luxury brands and
products including the wealthy and super-rich
 Website info
 Celebrity endorsements
 Promotional activities: Through national and international film productions
 Advertising: Placed in respectful newspapers and magazines, which tend to be read by
a well-educated-, middle- and upper-class group of potential customers

Exquisite quality of materials used, long-lasting fashionable designs, brand awareness,

creativity, craftsmanship, service to the client and customer loyalty are common aspects for
the brand

Bvlgari strategy:
     'Made in Italy quality'
     Jewelry products come with a lifetime guarantee
     Creation of capsule collections
     Feature many celebrities wearing their jewelry
     Bvlgari retroperspective exhibitions in China

Sustainable Development / CSR (Corporate Social Responsibility) is about balancing social,

environmental and economic values into the core strategy and operations of a company, in
order to improve management of business risks and opportunities while enhancing long-term
social and environmental sustainability. 

Company's responsibility for its impact on society and the environment is achieved through
compliance with relevant legislation and codes of practice, effective management of social,
economic and environmental impacts (including ethics, human rights, consumer issues,
climate change and constraints on natural resources), and an improved approach to the whole
supply chain. 
For Bvlgari, CSR/Sustainable Development means a commitment to improving society's
quality of life through a proactive approach to ethical behavior, social and economic
development and environmental principles, involving not only our employees but also our
customers, the full supply chain and the surrounding community. 

Bvlgari is committed to continuously advancing its ethical, social and environmental

performance through the constant improvement of its activity.
Bvlgari brand has been connected with high –profile celebrities. Expanded its business line
with Bvlgari hotels and Resorts elk parfum van Bvlgari is een expressie van luxe elegantie...

 Between 2009 and 2011, Bvlgari donated millions of dollars for children welfare, which
benefitted more than 300,000 kids, trained 9000+ teachers and provided support to 200 …
factoryman

Marketing Mix of Bvlgari analyses the brand/company which covers (Product, Price, Place,
Promotion) explains the Bvlgari marketing strategy