Diamond Manufacturers Association (Diamond Producers Association, DPA) has introduced a new marketing platform promotion of diamonds on the market during a special presentation for the members of the jewelry industry in the JCK Show in Las Vegas last Friday. DPA A team led by CEO Jean-Marc Lieberherr (Jean-Marc Lieberherr) outlined plans to hold the first in the past five-plus years of specific marketing campaigns and the very first carried out by DPA.
The new platform, called "Authentic - rare» ( "Real is Rare") is the result of six months of development, including in-depth research of the target audience - consumers of the two thousandth's. The platform was the result of a thorough work aimed at understanding the customers, who were born in the two thousandth years, and found that, although the diamonds really attracted to this generation, their relevance and emotional interaction can be improved by using new concepts. Spent DPA study shows that "dvuhtysyachnika" tend to be long and strong relationships with other people, but they have to make an effort to achieve this - or feel that the relationship is really authentic - in an ever changing world, in a seemingly limitless choice and a surface interactions. The idea consists in the fact that diamonds have the necessary weight and strength mark a real mix of people, find in this generation a deep chord. For many born in the two thousandth years, diamonds have become associated with traditional rituals, which play a role "bling" and a symbol of social status. For diamonds as it is possible to represent a rare, precious and real connections that are so looking for people from the two thousandth generation. The slogan "Genuine - rarely" redefines the role of diamonds in the 21st century, giving it a new meaning as a symbol, embodies the real connections that we have decided to establish.
In the online survey, conducted by research firm 360MarketReach on the basis of a nationwide representative sample of the United States born in the two thousandth years, nine out of ten said that, in their opinion, this idea is unique. Two-thirds also think the idea "appealing" and "related to him."
As industry leaders DPA members believe that the "generational" approach may be the beginning of a dialogue with current and future consumers of diamonds. Continuous investment in the concept and development of the company "Genuine - rarely. Genuine - a diamond "will grow, and it will support the generation of the two thousandth as consumers of diamonds for many years.
«DPA works with an advertising agency partner Mother New York, to develop a creative component to the campaign, which will begin in September 2016. The work plan with the media is still being finalized, but will focus on digital and social media channels, which are intended for our audience and reach it where it already enjoys mass media ", - said in a statement DPA.
Stiven Luse (Stephen Lussier), Chairman of DPA, said: "This is - an important milestone for the diamond industry. The fact that DPA members have come together to start this campaign will create a new cultural movement around the diamonds, which we believe will benefit the entire industry. "
For his part, Jean-Marc Lieberherr said: "We are very pleased to introduce our new generic marketing platform that will not only resonate with the two thousandth generation, but also breathe new energy into diamonds as the type of goods all over the world. We look forward to the completion and launch of the campaign in the fall and will continue to develop this platform in 2017 and beyond. "
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Sarine Group reports that for the year ended December 31, 2015, Group revenues were $ 48.5 million compared to $ 87.8 million for the year ended December 31, 2014, a decrease of 45%. Operating profit was $ 5.5 million for 2015 against 32.9 million a year earlier, falling figure reached 83%. The company's net profit fell 87% to $ 3.6 million for 2015, compared with $ 27.2 million a year earlier.
In the fourth quarter of 2015. Sarine recorded revenues of $ 12.4 million, income from operations of $ 2.0 million, and net income of $ 1.5 million. Meanwhile, amounted to $ 18.3 million in the third quarter of last year the company's revenue, profit from operations - $ 5.2 million, and net profit -. $ 3.9 million
Group attributes the decrease in total revenues compared to the previous year and a decrease in the company's profitability is extremely challenging industry conditions throughout 2015.
In a press release Sarine also indicates that the downturn in the global diamond industry as a whole and in the Indian diamond cutting industry in particular has led to the fact that the cutters were hardly inclined to buy new technological device, which is why the company's sales fell by 55% compared the same period the previous year.
The Sarine but emphasized that, despite the very difficult conditions in the diamond industry, the group strategy will continue to focus on ongoing research and development, marketing and business development. Thus, the company intends to achieve its long-term goals in all product lines, as planned.
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