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  • Topic: Art exhibitions, Fondation Cartier pour l'Art Contemporain, Contemporary art
  • Pages : 32 (9092 words )
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  • Published : May 29, 2013
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Positioning The Cartier Brand With Young Adult Tastemakers Marketing Study: Survey, Analysis, and Strategies www.passionatelifestyle.net/cartier

N E W N E T W O R K E D C U LT U R E

PASSIONATE MARKETING 304 East 20th Street, Penthouse C, New York, NY 10003 Tel: 212-675-8002 Fax: 212-677-1625

Positioning The Cartier Brand With Young Adult Tastemakers

Table of Contents
Table of Contents
Introduction About Passionate Cultural Landscape
Magazines Websites Hotspots Festivals 3 5 7 7 8 9-13 14-16 17 17-19 20-21 22 22 22 23 24 24-30 31 32 32 33 34-36 37

Consumer Research
Product Line Feedback Survey Results

Profiles
The Tastemakers Female: downtown darling Male: The Modernist Maverick VIP Profiles david Hershkovits 2 Mavens

Strategies
digital Marketing Leverage Brand History...

Conclusion Credits

N E W N E T W O R K E D C U LT U R E

PASSIONATE CARTIER MARKETING STudY

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Positioning The Cartier Brand With Young Adult Tastemakers

Introduction: Study Brief
Positioning The Cartier Brand With Young Adult Tastemakers A Survey Of The Cultural Landscape Contemporary Art - High Hipster Culture Digital Media - Special Events It is essential that Cartier capture the allegiance of Young Adult Consumers: Members of Generation X (born between 1965 and 1976) are outspending Baby Boomers when it comes to Luxury & Fashion, and Generation Y (a.k.a. Millennials or the Internet Generation) represent the future for Cartier’s business.

OBJECTIVE
Heighten awareness, build equity, and allegiance, among affluent young adults for the Cartier brand by targeting them where they congregate in major US cities and online, all the time leveraging a key Cartier brand strength: its longtime presence in the universe of contemporary art. Contemporary Art is the most compelling facet of our culture at this time. Affluent young adult consumers who are making their first big-ticket purchases, the wealthy art collectors fueling the booming art market, cultural creatives, and young adult lifestyle tastemakers (“hipsters”) are participating in a vibrant, groundbreaking contemporary arts scene in New York, L.A., and other major US cities. The rise of the Culture Consumer is redefining the relationship between business, branding, and culture. Luxury and Art are inextricably linked — and Cartier’s long history of perennial creativity in its designs, and of involvement with the arts are a strong reflection of this relationship.

N E W N E T W O R K E D C U LT U R E

PASSIONATE CARTIER MARKETING STudY

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Positioning The Cartier Brand With Young Adult Tastemakers

Introduction: Study Brief
MISSION STATEMENT FOR THIS STUDY
To provide Cartier executives with market information, suggested strategies, and a set of marketing options to choose from which will enable Cartier to achieve its objective. This study will answer the question: How to create a strong brand profile with affluent young adults via positioning within trendsetting media and culture destinations. Highlighting Cartier’s strong, historical relationship with contemporary art at the time that contemporary art’s profile is at its highest in the media and as an activity of choice for affluent young adults in the US. Build brand equity while respecting the delineation of roles that sets the Fondation apart from Cartier’s commercial activities.

TARgET DEMOgRApHIC
This study will provide both contextual and qualitative information on the target market: trendsetting young adult tastemakers in the US, “Hipsters,” affluent Americans 22-43.

N E W N E T W O R K E D C U LT U R E

PASSIONATE CARTIER MARKETING STudY

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Positioning The Cartier Brand With Young Adult Tastemakers

About Passionate
pROFIlE
Based in New York, Passionate Marketing reaches millions of sophisticated, upper-demo young adult consumers monthly via its website, E-Mail, VIP mailings, special events, and its reps located across the country, in support of music &...
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