CARTIER BUSINESS CHALLENGE

TEAM SAVOIR
EXECUTIVE SUMMARY

Challenges Add a little bit of

body text
 DIGITAL STRATEGY
Celebrity endorsing: Collaborating with Social media contests: Hosting social media
celebrities who appease to Gen Y and Gen Z contests inviting customers to share their Cartier
such as Tara Sutaria, Siddhant Chaturvedi to experience on social media using a branded
showcase the products and reach a wider hashtag. For example, sharing a photo of their
audience. favorite Cartier piece and explain what it means
to them.
Insider content: Sharing behind-the-scenes
content featuring their artisans and
craftsmen. Such as making photos or videos
showing the process of making a Cartier
piece, or interviews with Cartier employees
who share their passion for the brand and
its heritage.

Sustainability: Promoting eco-friendly Customer Focus: Encouraging customers to

practices and commitment to sustainable share their own content featuring Cartier
luxury. Sharing information such as recycling products. Customers could be invited to share
programs, materials used, carbon footprint photos of themselves wearing Cartier jewelry
and sustainable practices. or watches, with the chance to be featured on
Cartier's social media channels.
 RETAIL STRATEGY
XYZ: Collaborating with celebrities who XYZ Hosting social media contests inviting
appease to Gen Y and Gen Z such as Ananya customers to share their Cartier experience on
Pandey, Siddhant Chaturvedi to showcase the social media using a branded hashtag. For
products and reach a wider audience. example, sharing a photo of their favorite
Cartier piece and explain what it means to them.

XYZ Sharing behind-the-scenes content

featuring their artisans and craftsmen. Such
as making photos or videos showing the
process of making a Cartier piece, or
interviews with Cartier employees who
share their passion for the brand and its
heritage.

XYZ Promoting eco-friendly practices and XYZ Encouraging customers to share their own
commitment to sustainable luxury. Sharing content featuring Cartier products. Customers
information such as recycling programs, could be invited to share photos of themselves
materials used, carbon footprint and wearing Cartier jewelry or watches, with the
sustainable practices. chance to be featured on Cartier's social
media channels.
CARTIER ARTIFACTS
Current Scenario: Cartier uses Aura Blockchain
Consortium to track the jewellery undergoing repairs.
The private blockchain reduces the use of energy.

Recommendation: We bring the recommendation of

integrating NFT into Cartier's operations with Aura
Blockchain. On buying a Cartier product, the customer
is also given a code on the packaging. Successfully
scanning this, presents the customer with a unique NFT
of the product.

Benefits: The customer gets a digital and a physical

product making their experience twofold. They can
trade their unique NFT on the marketplace at a similar
value, connect with like-minded individuals while
retaining the physical product.
 Direct Indirect

Strategy to bet: Strategy to bet:

Be competitive Don't lose too many
customers

Potential Substitute

Strategy to bet: Strategy to bet:

Innovate and make sure Quality focus
they can't do it
COMPETITORS
Direct
How to compete:
Experiment with unconventional
materials
Collaborate with emerging artists to
create limited edition collections
Personalize marketing campaign
Potential
How to compete:
Introduce a new product line focusing
on edgier contemporary collections
Create a pre-owned jewellery
marketplace
Indirect
How to compete:
Build on the rich legacy and heritage
of the brand
Leverage omni-channel strategy
Showcase artisanal techniques
Eco-Friendly packaging
Substitute
How to compete:
Follow a Kaizen methodology and
conduct quality checks as you go
Spending on high-quality eco-friendly
packaging
Focusing on quality and ensuring the
concept of quality driven value
 Consumer Needs Competition

EMPHASIZE!
Cartier's Winning Zone
Key Product Criteria
Losing Zone

Least Bothered
 WINNING ZONE LOSING ZONE
High Quality Materials: Love bracelet is made from
18k gold and is set with diamonds, while the Panthère
de Cartier watch is made with 18k rose gold and
Pricing: The pricing of Cartier products paves a way
features a diamond-set bezel
for potential and substitute competitors who act on
the price-sensitive consumers
Craftmanship: Tank series inspired by WW1 design
features a complex movement , while the Trinity ring is
Limited Customization: Trinity ring while iconic is
made from three interlocking bands that fit together
limited to being customized to suit the consumer's
perfectly
expectations

Innovative: Cartier Santos watch was one of the first

Design Fatigue: Cartier can fall prey to their heritage
wristwatches ever created
brand if they do not innovate rapidly or introduce new
product lines which are in sync with consumer's
Brand Recognition: Logo features the brand name in
behavior and new market trends
a distinctive font, while the Love bracelet is
recognizable with its screwdriver opening mechanism
Nisha Nisha is a successful 32-year-old entrepreneur
with a high disposable income. She is career-
driven and seeks out luxury items that reflect her
Age: 32 status and success. She enjoys traveling to
Occupation: Entrepreneur exotic destinations and is always on the lookout
for high-end luxury brands that offer timeless
Location: Mumbai
and elegant pieces, reflecting her refined taste
Income Range: High Disposable and status
Income

GOALS MOTIVATIONS
To collect pieces that reflect her Exclusivity
style and status Rarity
Network with like-minded luxury Experience
consumers
Personalized shopping experience

FRUSTRATIONS PERSONALITY INTERESTS

Limited availability of exclusive Career driven Travel
pieces Values quality over Fine Dining
Inability to access store quantity Art
Lack of customer experience Seeks brands Fitness
reflecting her status Fashion
Aarav Aarav is a 24-year-old businessman who values
experiences over material possessions. Aarav
values environmental sustainability and seeks out
Age: 24 luxury brands that have a commitment to eco-
Occupation: Family Business friendly practices. He is keen on buying jewellery
and watches that are not only stylish but also
Location: Mumbai
have a story behind them, reflecting his unique
Income Range: Inherited Wealth personality.

GOALS MOTIVATIONS
To acquire rare and unique Exclusivity
items Rarity
To gain social recognition Experience
To gain new experiences

FRUSTRATIONS PERSONALITY INTERESTS

Lack of eco-friendliness Cares about the Travel
Lack of customization environment Technology
Access issues Values experiences Fitness
Appreciates cultures Fashion
 THE COLLECTION

Santos de Cartier Tank Asymetrique Juste un Clout Series Love Series

We feel that Gen Y and Gen Z will be attracted to Cartier's iconic men's watches such as the Santos or the Tank, which are known
for their classic yet modern design and high quality craftsmanship. Fashion-forward and socially-conscious people, might be more
interested in Cartier's jewelry collections such as the Love Collection or the Juste un Clou Collection, which are known for their
elegant and timeless designs.
 Gen Y
What makes a purchasing decision? Shopping preference Ad vieweing insights
E-Commerce
Rarity TV Ads
8.3%
11.8% 14.3%

Offers
17.6%
Brand
47.1%

Designer Social Media

23.5% Retail Store
85.7%
91.7%

75% 8% 50%
People have heard about Have bought a Cartier Rely on influencers for
Cartier product purchasing decisions
 Gen Z
What makes a purchasing decision? Shopping preference Ad vieweing insights
Radio
Brand Story
5.6%
4.8% E-Commerce
16.7%
Rarity Brand
14.3% 23.8%
Newspaper
22.2%

Social Media
61.1%
Designer TV Ads
19% 11.1%

Offers
38.1% Retail Store
83.3%

58% 8% 58%
People have heard about Have bought a Cartier Rely on influencers for
Cartier product purchasing decisions
 SURVEY ANALYSIS
Megatrends: We noticed 53% of the
respondents believe in sustainability followed by
minimalism, gender neutrality, exclusivity,
emotional connection and investment
opportunity
Decision Making: For 56% people, influencers
are key in decision making process.
They majorly base their decisions on offers and
brand followed by designer, rarity and story
behind the brand

Consumer Trends:
Cartier Perception:
90% of the respondents shop for luxury items via Retail
While 75% of the respondents know about the
followed by E-Commerce and Website.
Cartier brand only 10% have actually purchased
A stark 94% responded to never blind-buying a luxury
it.
item.
Majority rated the brand within the range of
90% of the respondents come across ads via social media,
60%-70%
followed by newspaper, tv ads and radio