Cartier is a private company of French origins. It has an image of the luxury brand and hence caters to a high-income group of people. The brand has an excellent reputation and is known globally for its premium products. Cartier was founded by Louis-Francois Cartier in the year 1847 and it has its headquarters in Paris in France.
Company manufactures, designs, sells and distributes its products in the world market and these include watches and jewellery. Currently, it is a subsidiary of its parent company Richemont. Cartier is a brand that has successfully blended fine craftsmanship with elegance and legacy. It has created a unique and distinctive place of its own and its products are a true testimony of this fact. Some of its chief competitors are as follows-
- Tag Heuer
- Longines
- Omega
Product in the Marketing Mix Of Cartier :
Cartier was the first company to make wristwatches for men and afterwards also became responsible for models like Baignoire, Tortue and Tank. Later the company decided to add other products to its product kitty and thus ventured in jewellery designing sector.
Louis Cartier was one of the first designers to use platinum for jewellery settings and this was greatly appreciated by its clients. Some of the main products of this renowned brand include-
- Jewellery- rings, charms, brooches, earrings, necklaces and bracelets
- Watches- Men’s watches like Pasha de Cartier, Tank and Tortue and women’s watches like Crash, Tortue and Tank
- Fashion accessories – Leather goods like belts for men and women, handbags and agenda refills. Eyewear includes optical for women and men, sunglasses for male and female and precious eyewear
- Fine objects – It includes stationary, money clips, key rings, lighters, scarves, cufflinks and writing instruments
- Perfumes – it includes Declaration, Pasha and Dragon.
Place in the Marketing Mix Of Cartier :
Cartier is an international brand with global exposure. Its operations are spread over one hundred and twenty-five countries and it has nearly two hundred stores to its name. Its diversified products are sold in these outlets by experienced employees. Its perfumes are available at high-end boutiques. The brand has also opened online stores to meet the ever-growing demands of online shoppers.
Cartier products are available in exclusive outlets like top-quality resorts and hotels all over the world. Its three important flagship stores are located in London, New York and Paris. In the year 2008 and in the year 2015 it opened another flagship store in Seoul and Houston respectively.
Price in the Marketing Mix Of Cartier :
Cartier is a premium brand offering premium and exclusive products. It deals with upper-section of society who prefers exclusive and rare pieces. As money is not the primary consideration for such high-profile people, they can afford the premium pricing policy of this brand. Its pieces are value-added and hence fetch high prices easily. One of the main advantages of the brand is its reputation in the market that has survived for so long as a top-class brand. Cartier has more to offer than its competitors and hence they do not have to compromise by keeping competitive pricing policy. They have always adopted a premium pricing policy for all their products.
Promotions in the Marketing Mix Of Cartier :
Cartier has a history of catering to celebrities and royalty. They are their actual ambassadors. The first patron of royalty status for brand Cartier was Princess Mathilde. Kate Middleton wore a Ballon-Bleu Timepiece from Cartier and King Edward VII placed an order for 27 tiaras in the year 1902. It went on to become a favourite of various royal houses of Russia, Romania, Portugal and Spain. Exclusivity is the mantra of this brand and they try to project all their items as exclusive and first-class. Its watches come with a personalized box that is appreciated by customers.
The brand has taken help of online obsession and has started advertising through social media via Twitter and Instagram. Cartier has managed global popularity through its promotional activities. Good advertising has increased its brand visibility. Eye-catching ads are aired on television to provide maximum exposure. Its products and designs are displayed in elite magazines that have a worldwide viewership.
