2. INTRODUCTION
Daniel Swarovski was born in Bohemia in 1862. Daniel’s father owned a small factory
cutting crystal.
1892 Daniel registered a patent on a machine, which for the very 1st time made it
possible to cut crystal to perfection. It was fast & clearly more precise than manual
labor & exhausting common work used at that time.
In 1895 Daniel founded company based on this machine in Wattens located in
Austrian Alps far away from their competitors around Bohemia and safe from
imitation there were excellent trade routes to fashion centers , especially Paris,
where crystal jewellery were in demand.
They sold incredibly well at fashion houses as well as to many jewellers . The
only reason Swarovski concentrated initially on the production of jewellery
stones and beads, later other products were added.
Since Swarovski developed into an international entity with numerous
subsidiaries and is currently in the process of reorganizing its North American
activities, as well as preparing to increase its presence on the Internet. In
addition, Swarovski is also adding their own retail stores throughout the United
States and Canada.
3. The Swarovski Group even have their own television channel called Swarovski Sparkles
TV Swarovski Crystal Palace is dedicated to specialized designs and furniture that can be
custom made, or one of kind pieces have attracted a lot of media attention.
It’s not difficult to understand why these crystals are used by the rich and famous in
the most spectacular shows and costumes as well as the most unique designs and
collector’s items. World-renowned Swarovski crystal “products of precision” in many
different forms, sizes and shapes, attention to detail, in an effort to best cut, clarity, and
brilliance of crystal products. Swarovski attribute their success of the “relentless pursuit
of perfection” in their production process.
OBJECTIVE
To convey the message of Swarovski’s To focus on Changing Perception .
unique quality products to the target audience.
To focus on Awareness & Engagement
VISION
“To create a Diamond for everyone “
4. Marketing & Customer
Multi-faceted is a word that constantly related to Swarovski, not only to the properties
of their cut crystal but also to the diversity of their business. Thanks to their facets,
Swarovski’s target consumer is “virtually every female” from 17 to 71 in terms either of
buying or gift receiving, by bringing considered and diverse offering to such a broad
range of people.
Even though each cohort group (tweens, generations X,Y and Baby Boomers) has its
own needs and values, Swarovski meets most of them.
Swarovski Jewellery bases most of its market on women of age 25 and above by
creating bridal, business, classical and sophisticated collections. It also includes men
accessories such as bracelets and watches, and of course children over 6 years old.
“Our plan is to have less points-of-sale worldwide, but higher quality points-of-sale,”
Robert Buchbauer, head of Swarovski’s consumer good business, said at New York. “This
is the only way to really control our image.
5. A crystal is a solid material whose constituents, such as atoms, molecules , are
arranged in a highly ordered microscopic structure, forming a crystal Structure that
extends in all directions. In addition, macroscopic single crystals are usually identifiable
by their geometrical shape, consisting of flat faces with specific, characteristic
orientations.
PRODUCT
The human body and the magnetic energy with rich, sometimes problems arise
not because of the energy imbalance, as long as the increase or promote the power
that the body’s energy back to normal, will be able to grasp the key to health.
For example:
• Yellow crystals: The main side wealth, the combination of the strongest energy
windfall, corresponding to the sun gear, helps the stomach, liver and digestive
system.
• White crystal: Pure and transparent, Kennedy really unwavering, fierce drive can be
evil, strengthen the body magnetic field, and for self-cultivation, the raising of gas to
purify the surrounding negative energy.
• Rose Quartz : Also known as Crystal Lotus (love crystal), can be developed and help
the pursuit of love, the heart chakra, improve interpersonal relations and many
friends, develop contacts, so a good mood.
8. PRICE
Price is the sum of the value of the consumer used products or services
(Kotler. P & G Armstrong. Grams, 2010). There are several factors in setting prices.
The company should refer to their business target market. For example, the company’s
target market of consumer’s monthly income is less than 16357 INR, consumers may not
buy expensive crystal jewelry, any one of the crystal has its own value of the goods, so
consumers will buy jewelry in crystal many angles to think about its value and utility
scale.
Crystal purity and design styles are determined by its market value. Under the high
market value, Swarovski also launched a suit. For example: necklaces, earrings, and
bracelets. Suite of products available to consumers can easily mix later in life. Swarovski
also offers activities in all major holidays, to allow more through promotions like the
crystal with the lowest price consumers can buy their products desirable.
Price Range for Swarovski products starts from Rs 500 – Rs 50,000 ,High end exclusive
on request.
9. DISTRIBUTION
In the text Principle of marketing by Kotler & Armstrong, Place is where company
activities that make the product available to target consumer. Location of the business
is a very important when launching a business.
Swarovski selection in the large department store for sales. First, because of the
large shopping centres have a strong consumer groups. Second, the choice of shopping
malls as more consumers can better ensures product quality. The third point, usually in
large shopping mall consumers will notice the unique crystal products.
Established offices in some of the world’s fashion centres — London, Paris,
Wattens, New York, Milan, New Delhi, Sao Paolo and Dubai.
10. LOCATION # OF OUTLETS
New Delhi 5
Gurgaon 1
Nodia 1
Ludhiana 1
Lucknow 1
Kolkata 3
Hyderabad 2
Cochin 1
Chennai 3
Chandigarh 1
Bangalore 3
Pune 1
Mumbai 4
Presence In INDIA & WORLD WIDE
WORLDWIDE
Mono brand Distribution with 1,120
Point of Purchase
720 Swarovski Boutique
400 Partner Boutique
11. PROMOTION
Promotion is the activities that communicate the merits of the product and
persuade target customers to buy it (Kotler. P & Armstrong. G,2010).
For example: In China, every product sold in a Pink Hope, Swarovski will also donate
RMB50 (525 INR) to the “China Social Work Association of breast cancer prevention
special fund.” Add up, bit by bit into the river, every purchase of Pink Hope Series
customers will automatically participate in the donor’s charitable activities in breast
cancer patients; patients with breast cancer gave the poor a source of strength.
A fifth-generation Swarovski — she is the daughter of the company’s current CEO,
Helmut Swarovski -Nadja Swarovski saw the potential of affixing the company name to
something much more valuable than miniature crystal dolls.
Nadja Swarovski looked to the company’s underside, the history most consumers
did not know about. She created a new public-relations strategy.
Swarovski called upon some of the fashion names the company had already been
doing business with for years, as well as some new names, and made them offers they
could not refuse. Designers would be supplied with free crystal to be integrated into
their work as they saw fit. All the designers had to do was say that these crystals were
Swarovski crystals, and say it often.
