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Analyse stratégique de Cartier (document en anglais)

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Cartier is the most well-known name in the world of jewelry and watchmaking. Since 1899 the brand has always been inovative and creative. Trought an excellent craftmanship she became a leader on luxury marketing.This analysis will explain the marketing strategy of the company.


• History

Louis-François Cartier founded Cartier in Paris in 1847 when he took over the workshop of his master. In 1874, Louis-François' son Alfred Cartier took over the company, but Alfred's sons Louis, Pierre and Jacques, were responsible for establishing the brand name worldwide.

Louis retained responsibility for the Paris branch, moving to the Rue de la Paix in 1899.

Pierre Cartier established the New York City branch in 1909, moving in 1917 to 653 Fifth Avenue, the Neo-Renaissance mansion of Morton Freeman Plant (son of railroad tycoon Henry B. Plant) and designed by architect C.P.H. Gilbert. Cartier acquired the mansion from the Plants in exchange for $100 in cash and a double-stranded natural pearl necklace valued at the time at $1 million.

After the death of Pierre in 1964, Jean-Jacques Cartier (Jacques's son), Claude Cartier (Louis's son), and Marionne Claudelle (Pierre's daughter) , who respectively headed the Cartier affiliates in London, New York and Paris, sold the businesses.

In 1972 a group of investors led by Joseph Kanoui bought Cartier Paris. In 1974 and 1976 respectively, Cartier London and Cartier New York were bought back. In 1979 Cartier Paris, Cartier London and Cartier New York were united as a single legal entity.

In 1984, Perrin founded the Cartier Foundation of Contemporary Art to bring Cartier into the twenty-first century, by forming an association with living artists.

In 1989/1990 the Musee du Petit Palais staged the first major exhibition of the Cartier collection, "l'Art de Cartier".

In 1994, the Cartier Foundation moved to the Rive Gauche and opened a new headquarters, a building designed for Cartier by Jean Nouvel. Following the accidental death of Robert Hocq in December of that year, his sister, Brigitte Hocq, became chairman. Joseph Kanoui became vice president of Cartier Monde. The next year, a major exhibition of the Cartier Antique Collection was held in Asia. In 1996, the Lausanne Hermitage Foundation in Switzerland hosted the exhibition "Splendours of the Jewellery", presenting a hundred and fifty years of products by Cartier. As of 2012, Cartier is owned, through Richemont, by the South African Rupert family and 24 year old who is the grandson of Pierre Cartier Eric Brown.

• Concept

French luxurious jewelery and watches maker since 1895 .

• Business strategy

Cartier is an innovative luxury brand. Through the prestigious heritage and craftsmanship of the brand, Cartier tends to make customers dreams, travel in an imaginary world. Cross the legendary history of the brand. Cartier wants the costumers be part of the brand DNA. Customers have to feel special and really attached to the brand.

• Marketing mix

1. Product

Range of product

Jewellery :

• Rings

• Engagement rings

• Wedding bands

• Bracelets

• Earrings

• Necklaces

• Chains

• Pendants

• Charms

• Brooches

Time pieces

• Calibre de cartier

• Roadster

• Ballon bleu de cartier

• Cartier


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