Hence expanding its market share and generating more revenue.De Beers Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. De Beers Group is an international corporation that specialises in diamond exploitation, diamond mining, diamond retail, diamond trading and industrial diamond manufacturing sectors. What we’re really focused on is thinking long-term, putting the customer at the center of our universe and inventing. Presentation Mode Open Print Download Current View. The advertisements were intended to convey the idea that diamonds, like paintings, were unique works of art….…It also established a “Diamond Information Center” that placed a stamp of quasi-authority on the flood of “historical” data and “news” it released….…Promote the diamond as one material object which can reflect, in a very personal way, a man’s … success in life.…begin the long-term process of setting the diamond aside as the only appropriate gift for those later-in-life occasions where sentiment is to be expressed….Still curious? 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. which have helped the brand grow.Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This downfall in market share has brought a threat to monopoly of De Beers which mainly occurs due to the different nation govt. De Beers has been offering a wide variety of range of diamonds in its marketing mix from a long time for various occasions. De Beers : étude de marketing stratégique Un document Word de 16 pages Date de publication : 04/08/2008, mis à jour le 04/08/2008. For promotion the De Beers has come up with a campaign “A diamond is forever” which has created a huge impact. One more part where De beers is producing synthetic diamonds has an upper hand in pricing part because cost of production is way less than the real diamonds.
The companies are not associated with MBA Skool in any way. To stabilize the market, De Beers had to endow these stones with a sentiment that would inhibit the public from ever reselling them. With an advertisement De Beers made the diamond used in the rings as a symbol of love which increased the sales of De Beers drastically. […]Stop me if this sounds familiar. Rotate Clockwise Rotate Counterclockwise. policies and rise of big competitors.This article has been researched & authored by the Browse 4Ps Analysis of more brands and companies similar to De Beers Marketing Mix. Enable … There is a person who toils alone for years in relative obscurity before finally cracking the code to become a hero. De Beers use both traditional and digital way for marketing it products. X. Thumbnails Document Outline Attachments. The range of diamonds offered by De Beers are High Jewellery (High Jewellery solitaires – 1888 Master diamonds, Creative solitaires, be spoke classic, High Jewellery design – Lotus by Beers, London by De beers, Talisman, De Beers Phenomena, Adonis Rose, Arpeggia, swan lake, De Beers Aria, De Beers Aura, drops of light, lea, lines), Jewellery with different categories as such as rings, necklaces, pendants, earrings, bracelets watches, men, Bridal Jewellery etc. They faced a problem with their monopoly power , as with the arrival of diamonds in Siberia was a threat to the control of De Beers over the diamond supply. With its synthetic fibers De Beers has also opened a new channel in which instead of putting it down in the market De beers needs to tell the difference of the two diamonds and then it is directly supplied to the retailers.Same shops opened for selling real diamonds are used to supply synthetic diamonds.The promotional and advertising strategy in the De Beers marketing strategy is as follows:De Beers focuses on aggressive promotion to maintain its leadership as a top diamond brand. It was De beers who has established diamond as a symbol of love which is still prevailing in our society. The myth of the lone genius. Also De beers has risen up with a new channel of selling rough diamonds because every customer wants to maximize their own profit which is very well done by absorbing the margin between rough and carved diamond.