Brand Name: Chopard
Product/Service Type or Description: Jewelry and Accessories
Overview:
The owners of Mandala Inc. run a duty-free jewelry shop from the Caribbean Island of Curacao. They developed the “OM” luxury pendent by partnering with Swiss owned luxury brand Chopard—with whom they’ve done years of business with. Due to our years of expertise and knowledge of global markets they came to us to fulfill their marketing needs.
MZI Global Inc. achieved 100% of their goals through the power of Ethnosynergism®. MZI Global’s Ethnosynergism® market model cultivates cultural connections on an emotional level between a company and their client. By utilizing this methodology, MZI Global® experts developed a marketing campaign complete with a website construction and film festival exposure for Chopard.
Situation Analysis:
- Deadline: Christmas—4 weeks from starting date
- No marketing plan operating strictly on emotional and passionate appeal
- Chopard in need of PR and market support to increase sales
- No awareness of Chopard as a prominent jewelry company; best known for their watches
- High price point of $10,000 for an unknown product
- Product distribution limited to special order and wait list
- Survey of results demonstrated zero awareness or knowledge of existence of the “OM” pendent among Chopard distributors
- “OM” limited edition piece of jewelry—only 999 pendants produced
Marketing Challenge:
- Develop a positioning strategy to introduce the new limited edition “OM” diamond pendant necklace to Eastern philosophy markets
- Construct an effective method to reach targeted niche audience
- Create and establish identifiable brand image to increase awareness
- Expand distribution channels by reaching out to retailers already distributing Chopard jewelry
- Gain retailer acceptance of the “OM” brand
- Increase demand for product
- Find a way to justify the $10,000 price point
- Work with tremendously small budget
- Maximize ROI
MZI Global® Solutions:
- Establish awareness of the “OM” brand among Chopard boutiques and target markets to increase store traffic
- Created a customer database of potential consumers in order to distribute postcards and other direct mail pieces
- Brand management and Ethnosynergism® business model which converts cultural intelligence into beneficial relationships among networks of similar groups
- Drew attention to the OM pendent by anonymously contacting all carriers of Chopard within North America and inquiring about the ‘infamous “OM” pendent’
- This tactic increased demands for the “OM” product by targeted retailers
- Utilized media channels to promote Chopard and the “OM” pendant
- Launched 1-800# in order to provide information on product and availability
- Developed website to generate online exposure
- Public Relations and Events planning activists
- Established partnership with Indian film festival: Masters of Indian Cinema
- Use of cinema advertising created 30 second trailers to be used for “OM” marketing materials
- Distributed print ads to all individuals attending the film festival
- Contracted models to promote “OM” by wearing the pendant
- Created full page ad in publication: India Abroad film issue
- Exploited guerilla marketing techniques by using prominent figures within the Indian market to wear the “OM” product and attend events that attracted our target market
MZI Global® Results:
- MZI Global® successfully developed a marketing strategy to promote Chopard’s brand and products within the target market
- Engagement in film festival created awareness among visitors, and in turn increased store traffic
- Through Ethnosynergism® MZI Global Inc. connected with the Indian affluent market creating uniquely tailored marketing material.
- The website generated over 120,000 click-throughs
- MZI Global Inc. increased “OM’s” channel of distribution to hundreds of North American retailers