您選擇的商品

De Beers Group: Marketing Diamonds to Millennials

Stefanie Beninger; Karen Robson;

商品編號:9B17A057
出版日期:2017/10/31
再版日期:2017/10/31
商品來源:Ivey
商品主題:Marketing
商品類型:Case (Pub Mat)
涵蓋議題:luxury goods;jewelry
難易度:4 - Undergraduate/MBA
內容長度:10 頁
地域:
產業:Retail Trade;
事件年度:2017

In 2017, the next generation of consumers that were poised to become engaged to be married—millennials—showed different preferences and consumption patterns than previous generations had shown. In response, the De Beers Group of Companies (De Beers), a leading company within the global diamond industry, was making moves to capture this important market. In partnership with the world’s six other leading diamond companies, known collectively as the Diamond Producers Association, De Beers launched a campaign titled “Real is Rare” with the goal of persuading millennials into believing that diamonds were an important symbol of romantic commitment, even in 2017. Would these marketing endeavours be successful in changing the millennial mindset, or would the campaign fall flat? Would diamond engagement rings continue to be the ultimate symbol of commitment? What could De Beers do to encourage sales of diamonds in a changing world?

教學手冊:8B17A057;
補充材料: