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Detailed Marketing Strategy Of Cartier – with STP analysis

Updated on: Nov 3, 2022
marketing strategy of cartier - featured image

In the last article, we discussed the marketing strategy of Titan Watches.

Today we will discuss the marketing strategy of Cartier.  A watch and jewellery manufacturing company and its growth, how they became a worldwide brand. 

Even Cartier was started as a family business. After that, they became a world-famous world watch and jewellery manufacturing company.

How they established Cartier was nothing special, they just built the pro-market marketing it. 

Marketing is the best way to build a strong brand. In the nineteenth century, they did it so well. But in this modern era, there are so many marketing mediums available.

Digital marketing is the best way to market a product/service nowadays. 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.

We will focus on Cartier’s marketing strategy remaining on the blog. But before that let’s see the overall view of the company.

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About Cartier

Marketing strategy of Cartier - logoSource – 1000 Logos

The Cartier founder Louis-François Cartier In 1847, introduced Cartier to the world for the first time in Paris in France. But his son Alfred Cartier took the business forward. And his three sons Louis, Pierre and Jacques made Cartier a world-class brand.

They produced amazing designs and ultramodern watches. The tank design watches the most exotic creations of Cartier.  And their jewellery was especially popular at that time. Today it is preserved in a museum in America. 

Now it is operated by a company called The Swiss Richemont Group, the granddaughter of Pierre and the South African Rupert family. In the year 2020 Cartier was the 56th most valuable brand in the world according to Forbes magazine.

Quick Stats: 

CEO Cyrille Vigneron
CMO Arnaud Carrez
Area served Worldwide
Industry Jewellery manufacturing,
watchmaking
Revenue 12.4 Billion(US dollar)
Vision Enables a creative territory that is shaped around a unique style.
Tagline Never imitate, always innovate

 

Marketing strategy of Cartier –

Let’s dive into the marketing strategy of Cartier. How the brand conducted unreal results for their own. 

Segmenting, Targeting and Positioning 

Segmentation

Carrier segments their company into either the most populated countries like China, and India, or the wealthier countries like America, and France.

Cartier dominates the Chinese market and is the number one jeweller brand. There are about 40 Cartier stores located in China in 22 different cities. India has only one store located in New Delhi.

Targeting

Cartier’s target audience is middle-aged(30-45) women and men who reach their peak of success. Cartier has been ruling over the world for long periods in the jewellery industry.

They want themselves to be composed of highly wealthy individuals. Because they produced exceptional products for ambitious high net worthy individuals.

Positioning

Cartier positioned itself as a high-profile jeweller or watch brand. The world’s richest people also think twice before buying.

Because the items are so luxurious and expensive too. Although they won’t stop themselves. 

Marketing Campaign

Marketing campaigning is taking a role to build a strong brand. If you want to be a worldwide brand, you need it so urgently. A luxurious brand like Cartier also has exclusive marketing campaigns that promote the brand itself. 

marketing strategy of cartier - marketing campaign

  • Their first ever marketing campaign like this, they produce a watch like a ‘Tank’ that was used in the world war. And the design of the watch was a campaign itself.
  • Soon after its revelation, the plan got the attention of all the Cartier lovers from all over the world. 
  • Cartier has been campaigning their products in red carpet events like fashion shows, jewellery fairs and more. There is one big reason for that: all the people who attended the show are multi-millionaires.
  • And also a luxurious brand needs a luxury revelation. Marketing campaigns like these include their successors. 

marketing strategy of cartier - marketing campaign

  •  Cartier has started a campaign called “Women Leadership Program ” and this move gets the attention of global women excessively.
  • Also, they have participated in the global’s most overrated Jewellery fair and kinds of red carpet shows. These also help to expand their reach. 

These steps are buzzing all their social media handles and all the carrier lovers preferred this kind of move.

It shows their engagement on those posts. Although they have put the right kinds of hashtags to reach that audience too. 

Social Media Marketing

As an expensive brand Cartier has been producing amazing results with its social media platforms. On all platforms, they quietly dominate their competitors.

To date, they didn’t take it lightly for a single day. And their social media preference is pretty high. 

Cartier’s social media platforms – 

  • Facebook: 4.9 million followers
  • Instagram: 12 million followers
  • LinkedIn: 773 k followers
  • Twitter: 547 k followers

 

SEO Strategies

marketing strategy of cartier - ubersuggest seo screenshot

Source – Ubersuggest

According to SEO Analysis, having organic keywords around 500 is bad, 1000+ is good and 10000+ is amazing. As you can Cartier has 262,604 organic keywords which are amazing. 

It also has monthly traffic of 6,332,254 which is impressive as monthly visits above 20,000 are considered amazing.

Influencer Marketing 

Influencer marketing can increase your product’s grace by double figures. Also can attract other amateurish influencers who love jewellery and watches. Cartier is a great brand so their influencer also has a big audience and reach.

One of the fashion influencers named Chiara Ferragni who has over 27 million followers writes about Cartier on her blogs. Also, Pantene and Tod are influential partners with them. 

Ecommerce Marketing 

E-commerce is also one of the best mediums to attract new audiences as well. And it also helps to reach out to consumers to search for related products on search engine platforms.

Cartier’s official website is attached with eCommerce category pages. They built it in very useful manners. The traffic of cartier.com most of their time spent on eCommerce pages to see the amazing pieces.

Also, they had a very safe and fast delivery process around the world.

Content Marketing Strategies

Content marketing is the best possible way to market great products in digital media. If you’re doing content marketing consistently it benefits your business. Cartier has quite good activation rates on social media platforms.

Their post was related to their new collection and upcoming products. They have very large followers on all social media channels because of constant content marketing.

They repeatedly invented something new to grab their affection. In economic times, Fobes are various platforms that publish about the brand on their own.

Mobile app

As Cartier is a highly expensive product, they don’t need a mobile app. But it is not such a bad idea to have a mobile application. It can be upgrading their sales too.

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Conclusion – What’s unique about the marketing strategy of Cartier?

Cartier is a huge name in the jewellery and watches industry. It doesn’t need to market itself now. They are a brand that has its own identity in a wealthier environment.

Wealthier people think about jewellery or watches, they think about Cartier first. It is not popular in one region, Cartier showrooms are located in 125 countries. worldwide best jewellers worked for the company. 

But building this high-profile brand journey was not so easy. A long way behind they have reached their ultimate success. It is one of the oldest jewellery and watchmaker companies that exist now. Even today, high-net-worth people look for Cartier at their special events. 

Even if today they don’t neglect their marketing mediums. They’re fully committed to providing high-quality products too. They’re still planning new marketing campaigns day after day.

How the brand is exciting also its marketing strategy is grand. They don’t lose concentration on a single marketing channel. Especially in the digital marketing field, they have focused on very extreme equations. 

Digital marketing is a very wide industry. It does not require too much time to learn digital marketing. If you have the desire to learn the skills and produce results, join the IIDE 4months Digital marketing course

Hope you found useful information throughout the case study. If you are curious to know the marketing strategy of various brands then do check IIDE Knowledge Portal. If you have any contrariety opinion about that feel free to suggest it to me in the comment section.    

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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