Case study

Raise your right hand campaign

Group-1

BIIB Marketing
Synopsis
• Diamond trading company subsidiary of De beers SA was successful to expand the sale
of diamonds by creating a buzz and reaching untapped niche consumers.

• In 2003 DTC with its advertising partner J. W. Walter Thompson introduced right hand
ring with a multimillion dollar campaign to change the perception of the buyers .

• The campaign was targeted for baby boomer women with household income more than
$100000 so that they can purchase a diamond ring for themselves as a way to express
their personal style.

• Campaign launch increased the awareness for the right hand ring and sale of diamond
ring in non bridal category increased.
Synopsis
• This marketing campaign was seeking to create the parallels between a diamond and
love. Diamonds were being pushed as the most romantic purchase a man could make for
his lover.

• They used celebrities and the growing popularity of film as promotions.

• In 1967 De beers hired advertising agency to promote diamond as an engagement ring in

Germany, Brazil, Japan with the use of slogan “A diamond is forever”. It was moderately
successful in Germany and Brazil.
Synopsis
• By 1981, almost 60 percent of Japanese brides wore diamonds, up from 5 percent in
1967.

• De Beers’ venture into retail with LVMH formed part of an effort to transform itself from a
mining company into a luxury goods firm.

• Marketing plan included public relations, advertising, product placement in films and on,
stories and photographs of celebrities for inclusion in magazines and newspapers - all
targeted at a specific goal - the idea that diamonds were eternal, forever linked with
romance, emotionally valued, and a necessary luxury.
Q1.
• An emotional advertising appeal

• Women were urged to reconsider their attitudes on diamond rings. Women could not only
wear the rings to show their own style, but they could also purchase them instead of
waiting for a diamond as a sign of a man's love.

• The message was sent that Diamond rings were no longer solely for engagements and
weddings.
Q2.
• Association and Connection with the Customer

• Advertising in a specialist magazine (Elle, Vogue, In style)

Q3.
• Endorsements
The advertisers use celebrities to advertise their products

• slogan
Q4.
• Marketing campaigns are organized, strategized efforts to promote a specific company
goal, such as raising awareness of a new product or capturing customer feedback.

• They typically aim to reach consumers in a variety of ways and involve a combination of
media, including print advertising, television or radio advertising, and social media.

• Use of print media as a mass communication strategy to reach consumers.

Q5.
• Acquisition –
To guarantee a consistent supply of high-quality diamonds for its jewellery.

Eliminating the middlemen in diamond sales and gaining a lucrative market share in the
United States.

• Merger- BHP limited and Billiton plc

• As a result of the introduction of the Aurius diamond, diamond sales doubled than the
previous sale of diamond.
Q6.
• Cultural differences across nation.

• There was no tradition in Japan that required the gift of a diamond engagement ring.

• After the campaign launch Japanese tradition had been radically revised. Diamonds
became a staple of the Japanese marriage. Japan became the second largest market,
after the United States, for the sale of diamond engagement rings.
Q7.
• De Beers Product Strategy:
The range of diamonds offered by De Beers are High Jewelry, Jewelry with different
categories as such as rings, necklaces, pendants, earrings, bracelets watches, men, Bridal
Jewelry etc.

• De Beers Price/Pricing Strategy:

Diamonds are already a premium product and as diamond’s cost does not depend on
supply but more on the market’s demand so De Beers follow a strategy of penetration price
strategy in its marketing mix where price of diamonds varies according to the users
demand.

• De Beers Place & Distribution Strategy:

De Beers in general maintain a complete chain with a specialization in exploring the
diamond then extracting out through mines then either trading them as rough diamond or
carving out to make it reach near the retailers or industry.
• De Beers Promotion & Advertising Strategy:
De Beers focuses on aggressive promotion to maintain its leadership as a top diamond
brand. For promotion the De Beers has come up with a campaign “A diamond is forever”
which has created a huge impact.
Q8.
• Standardised advertisement
It is used to deal customers by establishing a common image around the world.

• Homogenizing the positioning of the brand.

Q9.
• To stimulate demand, the agency employed Maslow's Hierarchy of Requirements to link
diamonds to various degrees of psychological needs.

• Their rationale was that diamond purchases and ownership satisfy the complex human
needs of love, social belonging, self esteem and self-actualization.

• To promote the diamond as the ideal jewel, one that was emotional, socially significant,
and timeless.