Gen Y x Gen Z

-Presened By
The Titan Tribe
360 DEGREE COMPETITOR ANALYSIS

THREAT OF NEW ENTRANTS: The luxury goods industry is characterized by high barriers to entry,
including high brand recognition, consumer loyalty, and the need for significant investment in marketing
and distribution. Cartier's strong brand recognition and long history in the industry makes it difficult for
new entrants to compete.

THREAT OF SUBSTITUTE PRODUCTS: Cartier offers a range of luxury goods,

including jewelry, watches, and leather goods. While there are many substitutes for
these products, Cartier's reputation for quality and craftsmanship sets it apart and
makes it less vulnerable to substitution.

BARGAINING POWER OF SUPPLIERS: The luxury goods industry relies on a complex network of
TIFFANY & CO. suppliers for raw materials, components, and finished products. Cartier has a strong reputation and
significant purchasing power, which gives it leverage in negotiations with suppliers.

Porter's Five Forces BARGAINING POWER OF BUYERS: High-end luxury goods like those offered by Cartier are
Analysis often purchased by a small number of wealthy individuals, who have significant bargaining
power. However, Cartier's reputation for quality and exclusivity helps to mitigate this
bargaining power.

RIVALRY AMONGST EXISTING COMPETITORS: The luxury goods industry is highly competitive, with
many well-established brands vying for market share. Cartier faces competition from a number of other
luxury brands, including Bulgari, Tiffany & Co., and Van Cleef & Arpels. However, Cartier's strong brand
recognition and reputation for quality gives it a competitive advantage.
 AUGMENTED REALITY DIVERSITY,EQUITY AND
Through Augmented Reality, we are planning to attract the INCLUSION
Young generation by giving them an experiential purchase & Diversity, equity, and inclusion for customers means
increase the in-store footfall! ensuring that all individuals, regardless of their
The theme revolving around the AR will be of the Mughal
background or identity, feel valued, respected, and
dynasty to stick to the roots as well as attract Gen Y to try on!
represented in a company's products, services, and
This feature will also give the option to make an Avatar & have
marketing efforts.
to try one of jewelry, outfit, matching accessory etc

SUSTAIBNABILITY GENDER NEUTRALITY

The adoption of environmentally and socially responsible
practices in the production and distribution of luxury goods
and services. This includes reducing waste and carbon
footprint, using sustainable materials, and ensuring ethical
working conditions throughout the supply chain, while
maintaining the high quality and exclusivity expected of luxury
brands.
It represents a shift away from traditional binary gender
roles and towards a more inclusive and diverse
understanding of gender. Businesses can tap into this trend
by promoting inclusivity, embracing gender-neutral
language and marketing, offering gender-neutral products
and services, and prioritizing diversity and inclusion in
hiring and workplace policies.

NON FUNGIBLE TOKENS

Digital assets that use blockchain technology to certify their
uniqueness and ownership. They can represent a variety of things
such as artwork, videos, music, and even tweets. NFTs allow for
the creation of verifiably rare and valuable digital items.
 COMPETITOR ANALYSIS
CRITERIA CARTIER BULGARI TIFFANY AND CO. ZOYA BY TATA

JEWELLERY, WATCHES JEWELLERY, WATCHES JEWELLERY, WATCHES

PRODUCT DIAMOND
AND LEATHER GOODS, AND LEATHER GOODS, AND LEATHER GOODS,
OFFERINGS HANDBAGS, PERFUMES HANDBAGS, PERFUMES HANDBAGS, PERFUMES,
JEWELLERY
STATIONARY

PUBLICATIONS IN PUBLICATIONS IN VOUGUE, PUBLICATIONS IN PUBLICATIONS IN VOUGUE,

MARKETING VOUGUE, FEMINA, FEMINA, BUSINESS TODAY. VOUGUE, FEMINA, FEMINA, BUSINESS TODAY.
STRATEGIES BUSINESS TODAY. TV ADS, SOCIAL MEDIA , BUSINESS TODAY. TV ADS, SOCIAL MEDIA ,
TV ADS, SOCIAL CELEBRITY ENDORSEMENT TV ADS, SOCIAL CELEBRITY ADVERTISING
MEDIA MEDIA

SELF BRANDED
SELF BRANDED SELF BRANDED SELF-BRANDED
STORES, ONLINE,
SALES STORES, ONLINE STORES, ONLINE STORES, ONLINE
THROUGH PARTNER
CHANNELS AGENTS

LUXURY, RICH INNOVATION EXPENSIVE,

LUXURY, HISTORY OF DESIGNS TRUSTWORTHY
CUSTOMER WITH DESIGN,
ELEGANCE AND AND CLASSIC SOPHISTICATION, DUE TO TATA
PERCEPTION EXPENSIVE BRAND NAME
MASTERPIECES STATUS
 CARTIER Buyer Persona (Target Market)

Gen Z. Demographics
Aged 25 to 34
Gen Y. Demographics
Aged 35 & above
High-income classes High disposable income
Acquired legacy, property & born with silver spoon Attention to individualities in the upper-income
Children of Celebrities, politicians, HNI classes
Startup CEOs Well-educated
Well-educated and digitally connected High net worth and a global perspective.

Lifestyle Lifestyle
Trend- Conscious Successful
Tech – Expertise
socially conscious and environmentally apprehensive
smart individuals who value luxury and status symbols.
passion for trips, fine dining, and artistic gests .
Attracted to Experiential Buying
Futuristic expectations from brands – NFT, Metaverse etc
values quality, exclusivity, and dateless design.
Interested in Brand’s story telling & heritage & value appreciate the art and artificer that goes into each piece
addition willing to invest in a luxury item that will endure over time.
Seeks sustainability
Accessibility in all channels of communication

Buyer Behaviour Buying Behaviour

Social listening Expansive exploration
Purchase based on reviews Invest in pieces that will retain or increase in value
Seeks external validation
over time. Repeat purchases and develop long-
Love customization
standing connections with the brand
Minimalistic designs
Un-conventional designs
Love in-store experience
Budget-friendly Relationship selling & firm loyalty
Love Loyalty programs
CARTIER OUTLET
The Theme of AR Interactive Screen –

The theme of the Screen shall be inspired by the

regal floral engravings that are reminiscent of the
colored stone inlay of the Taj Mahal. It dates back
to Jacques Cartier's diary entries, documenting
his travels to India in 1911. His major sources of
inspiration from Mughal Empire were Emerald and
Diamond Brooches.

Goal
To give an AR Experience of Maharaja's Era to Gen Z
 Why Augmented Reality?
Our attempt is to make the In-store experience a point of attraction for Gen Z & Gen Y.
The AR experience will be an amalgamation of the interests of Gen Z & Gen Y, with the theme of the Screen as the Taj Mahal; its
floral embroidery attracts Gen Y & speakes volumes about the roots of Cartier in India.
The concepts of "Customized Avatars" and "Jewellery Try-On" will be the points of interaction for Gen Z, and a source of attraction
to increase in-store footfall!

The option to choose any

body type, skin color, or
gender adds the value of the
Inclusivity factor that is being
promoted

STICK
TO
ROOTS
NFT Token WHY NFT TOKENS?

Authenticity
Brand Engagement
Cartier shall Create digital assets(NFTs) to create value & Creating a Secondary
Market
ownership of rare products.
Cartier NFTs will have designs of Handbags/ Jewellery
Data Collection X
which will then can be bought by consumers to create GEN Z
sense of ownership of the design. How it Benefits Cartier Revenue Model?
By creating a unique digital certificate of ownership for
each product, customers can be sure that the product NFTs can be resold on secondary markets, Add an additional
they are purchasing is genuine. revenue stream for Cartier.If a customer purchases an NFT
These NFTs can serve as a status symbol, providing a along with a luxury product, they can later choose to sell the
sense of exclusivity and belonging to the brand's NFT to someone else who values it. This secondary market
community & Having access to NFTs the customer gets can help to increase the perceived value of the brand's
additional benefits in the LUXE EXPO Event products.

Cartier NFTs can also be used to collect data about

customers and their purchasing behavior. This helps in
further planning marketing strategies & help with research as
well as New Product Development
Cartier NFT launch will appeal to a younger, more digitally-
savvy demographic & help business stay on the cutting edge
of technology.
A 1 day event cum exhibition hosted annually by cartier which will include panel discussions on
topics related to fashion and changing trends by eminent personalities like Manish Malhotra, Ritu
Kumar, Aneeta Dongre etc.

We will host Saif Ali Khan for celebrity endorsement at this event, as he comes from royal family
background associated with royalty of nawabs and has rich legacy to which our brand resonates as
well as GEN Z & Y connects to.

The ticket price for this event will be 4000 Rs. as it an entry for potential cartier customers and
would want to have a look at its newly launched exclusive designs and are keenly interested in
fashion industry.

An event more than just an exhibition for high class people who can network, connect with industry
experts and of course see our latest designs that we will exhibit there.

Ramp walks by models showcasing cartier jewellery elegantly with different outfits for different
occasions like bridalwear,gowns, casual dresses etc to show the versatility of our jewellaries.

This will be an event cum marketing exhibition exclusively for high class individuals who would feel
worthy and eligible for attending this event and are potential buyers of our products.
 India's
Cultural Heritage
The wearing of toe rings has been practised in India since the
ancient times of Ramayana
Toe rings in India have had both a biological and cultural
significance
It is associated with good uterus health, thereby improving
Join us every end of the week!
reproductive health

TOE RINGS The Way Forward

To enter the Indian market, a touch point would

be required
Like, Bvlgari came up with a mangalsutra in 2021,
to enter the Indian jewellery market
Why Toe Rings?
a) Toe-rings is an ever growing trend
b) Exclusivity factor remains
c) A niche can be created
 SOCIAL MEDIA
CALENDER - May
 Survey Analysis
People Buying Luxury What is percieved from the term " Luxurious Attractiveness of different attributes of luxury Preference of luxury product
Jewellery" product
Handbags
6%
Clothes
10%
Brand
Fine Jewellery
Luxury Brand 30%
12%

Renowned Designer

80%
Brand's Status
16% Value for money
Wrist Watch
27%

Rarity

Story Rare Metals/Gems

Rare Materials
27%
72%
0% 25% 50% 75%

From the survey, It was clear that people relate The most attractive aspect about luxury product When asked about the preference of luxury
We observed that 80% of the
luxury with their rarity. People perceives luxury is their brand. Brand speaks a lot about the value product, People prefer Fine Jewellery and
people have bought luxury product
as something which is not owned by everyone. of their product and hence people want to own Rare gems/metals over other available
. This indicated that more and
luxury product with high brand value luxury products which suggests us to focus
more people are now willing to
more on luxurious jewellery sector
invest in Luxury Product
 Survey Analysis
Event preference of wearing/carrying Choice of fine jewellery
Choice of gems People consuming social media
a luxury product
Silver
50%
Daily 4%
12%

40%
Gold
25%
Events

90%
13% 30%

20%

Festivals Ceremonies 10%

13% 62%

Platinum
71%
0%
Ruby Emerald Pearl Sapphire Diamond

People generally wear Luxurious The new generation has an

products during ceremonies like
Wedding, Parties,etc. This suggests us
to focus more on products that can be
used during this occassions
From the survey, it was evident When asked about the source of
inclination towards Platinum
that people like diamond more media, 90% of the people use social
Jewellery.
than any other gems. Almost media and only small part (3%-4%)
50% of the people like uses print media and other digital
Diamond media such as YouTube, News
Websites, etc. People use social media
as their source of news/entertainment
etc hence, focus should be more on
social media as channel of
communication with the newer
generation
Cartier

Thank You

-presened by
The Titan Tribe