Detailed Marketing Strategy Of Cartier – with STP analysis

Some brands have grown exponentially since their inception. Cartier is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Cartier’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. 

This article analyses a few digital marketing strategies used by the company to give you an insight into what they have been doing.

If you’re interested to know about Digital Marketing, feel free to check out IIDE’s free masterclass made by Karan Shah, the CEO and founder of IIDE.

About Cartier

Originating in 1847 through the vision of Louis-François Cartier, the distinguished French luxury label, Cartier, has earned global acclaim for its exceptional jewellery, watches, and accessories, characterised by their intricate craftsmanship and elegance. Over the years, Cartier has cultivated a storied legacy, producing timeless and iconic creations synonymous with opulence and prestige.

Now that we are discussing Cartier, let’s take a look at their marketing strategy too.

What’s new with Cartier?

Here’s what was buzzing around Cartier recently:

  •  V, also known as Kim Tae-hyung of a very popular Korean-Pop band BTS, just became Cartier’s newest global brand ambassador.
  •  Luxury watches by Cartier and Omega, astonishingly outperformed the high-end luxury watches by Rolex in the watch market. The prices have grown by about 17% within the market, which also caught the eyes of collectors, who are seeking interest in undervalued pieces.
  •  The Cartier Women’s Initiative (CWI) program has recognized eleven exceptional women entrepreneurs from diverse corners of the globe.
  • Cartier held an exclusive exhibition in Hong Kong, that celebrated the beauty and strength of women. It was held at the Hong Kong Palace Museum, named ‘Cartier and Women’, and celebrated the themes of femininity. 
  • Cartier unveiled revamped Tank Française, Tank Louis Cartier, and Tank Normale watches at Watches and Wonders 2023 

Let’s now understand the target audience of Cartier better with the help of a buyer persona.

Aditya Shastri - Trainer at IIDE

Aditya Shastri

Lead Trainer & Business Development Head at IIDE

Updated on: Jan 31, 2024

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Author's Note:

I’m Aditya Shastri, and this case study has been created with the support of my students from IIDE's digital marketing courses.

The practical assignments, case studies, and simulations completed by the students in these courses have been crucial in shaping the insights presented here.

If you found this case study helpful, feel free to leave a comment below.

Aditya Shastri - Trainer at IIDE

Aditya Shastri

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Lead Trainer & Business Development Head at IIDE

Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.

Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.

Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.