MARKETING COMMUNICATION IS ONE OF THE MOST CRUCIAL ACTIVITIES LED BY A SUCCESSFUL BRAND THAT ENSURES THE BUSINESS'S OPERATION'S SUCCESS BY HELPING THE BRAND ATTRACT CLIENTS. IN THE CURRENT ERA OF DIGITISATION, MARKETING COMMUNICATION HAS BECOME MORE EFFICIENT AND CRUCIAL SIMULTANEOUSLY. [KRIZANOVA ET AL., 2019]. IN THIS CASE OF LUXURY BRANDS, THE EFFICIENCY OF THEIR MARKETING COMMUNICATION
STRATEGIES ARE ON PAR WITH THE PRODUCTS AND SERVICES IS QUITE CRUCIAL AS THEY OFFER THE BRAND THE OPPORTUNITY TO REACH OUT TO THE CLIENTS AND ACHIEVE A STRATEGIC ORGANIZATIONAL VISION [ARRIGO, 2018].
BASED ON THE BOODLES CLIENTELE THAT EXISTS IN THE UNITED KINGDOM, A FURTHER RESEARCH HAS BEEN CONDUCTED TO MATCH THE SUPREMACY OF SIMILAR CUSTOMERS GLOBALLY.
HIGH - TEA PRIVATE EXHIBITION EVENTS
HOSTED IN NEW YORK CITY, SAN FRANCISCO AND SINGAPORE.
EACH OF THESE EXHIBITIONS WILL BE FOLLOWED BY A THREE DAY PRIVATE VIEWING.
THE MEMBERS OF THE WAINRIGHT FAMILY WILL BE PRESENT AT THE EVENT TO REFLECT THE BRANDS "FAMILY BUSINESS" VALUE.
WORLD - LEADING MODELS TO WALK AROUND THE EVENT WEARING THE BRANDS MOST SUCCESSFUL PIECES.
CONSUMER BEHAVIOUR PLAYS A SIGNIFICANT ROLE IN THE REGULATION OF MARKETING EFFICIENCY AS WELL AS A BRAND'S SUCCESS. THUS, BRANDS MUST UNDERSTAND THE BEHAVIOUR OF THEIR TARGET CLIENTS BEFORE FORMULATING STRATEGIES TO ATTRACT A SPECIFIC CLIENT BASE [ANSHARI ET AL., 2019].
UPPER-CRUST / NOUVEAU RICHE RESIDENTS IN SAN FRANCISCO, NEW YORK CITY AND SINGAPORE.
SAN FRANCISCO : A PLETHORA OF HIGH SOCIETY EVENTS THROUGHOUT THE FALL - A TIME WHEN PERFORMING ARTS OPENING NIGHTS AND THE EVENTS TAKE PLACE, ATTENDED BY THE UPPER CRUSTS OF THE CITY.
NEIMAN MARCUS, SAN FRANCISCO
HIGH TEA IN THE ROTUNDA.
BERGDORF GOODMAN, NYC
HIGH TEA AT THE BERGDORF RESTAURANT.
OLD PARLIAMENT HOUSE, SINGAPORE.
HIGH TEA AT THE CITY'S GRAND NEOCLASSICAL LANDMARK.
"EXCEPTIONAL PEOPLE : SPARKLING PERSONALITIES ENCOURAGED!"
AFTER CONDUCTING PRIMARY RESEARCH IN THE THREE CONCERNED CITIES, IT WAS OBSERVED THAT THEY OFFER A SIMILAR CLIENTELE THAT BOODLES HAS BEEN MAKING CONNECTIONS WITH SINCE THE PAST DECADES. THUS, TARGETING SAN FRANCISCO, NEW YORK CITY AND SINGAPORE WILL BE EXTREMELY PROFITABLE FOR THE BRAND. THESE PRIVATE EVENTS WILL BE IN PARTNERSHIP WITH FAMOUS MEDIA TEAMS LIKE CONDÉ NAST IN THE UNITED STATES OF AMERICA AND TATLER IN SINGAPORE.
BOODLES - ESTABLISHED IN 1798, HAS BEEN OPERATING IN THE UNITED KINGDOM FOR ALMOST 250 YEARS. SINCE ITS FOUNDATION, THE WAINRIGHT FAMILY HAS RUN BOODLES FOR THE LAST SIX GENERATIONS [BOODLES, 2022]. THE BRAND HAS SHOWN AN EXPLICIT FOCUS ON VALUING CUSTOMER NEEDS ON PAR WITH DESIGN AND QUALITY. THE FOCUS HAS HELPED THE BRAND TO BECOME ONE OF THE LEADING RETAILERS OF DIAMOND JEWELLERY ACROSS THE UK ALONG WITH GLOBAL RECOGNITION. EVEN THOUGH THE BRAND HAS A FLAGSHIP STORE ON NEW BOND STREET IN LONDON, IT HAS MULTIPLE SHOWROOMS ACROSS THE COUNTRY [ANEW, 2022]. THE BRAND OPERATES WITH THE FOCUS OF COLLECTION OF GEMS OF TOP-NOTCH QUALITY AND DEVELOPS RARE DESIGNS THAT SHOWCASE THE BRITISH CRAFTSMANSHIP.
BEING EXCEPTIONAL - PROVIDING 6 STAR SERVICE TO CLIENTS.
RELATIONSHIPS - FOSTERING THEM WITH PERSONAL CONNECTIONS.
FAMILY - REFLECTING THE FACT THAT THEY ARE A FAMILY BUSINESS FROM OWNERSHIP TO CLIENTELE.
DESIGN - CURATING RARE PIECES THAT SPEAK VOLUMES.
BRITISH - BEING BRITISH, ROYAL AT EVERY STEP OF THE WAY.
INCREASED GLOBAL BRAND AWARENESS
EXPAND GEOGRAPHIC CLIENTELE
DEMOGRAPHIC
BRING THE BRITISH EXPERIENCE TO OTHER COUNTRIES [TEMPORARILY]
INCREASE THE BRANDS' REVENUES & PROFIT MARGINS
CREATE A STRONGER SOCIAL MEDIA
PRESENCE FOR THE BRAND
THE LUXURY JEWELLERY INDUSTRY ATTRACTS A LARGE CLIENTELE DUE TO ITS LONG-TERM INVESTMENT.
RISING POPULARITY OF INCORPORATING TECHNOLOGY IS HELPING BOOST THE CONSUMPTION OF JEWELLERY.
SELF - GIFTING HAS COME INTO PLAY.
DIGITAL CHANNELS FROM E - COMMERCE SITES HAVE BECOME AVAILABLE FOR SELF PURCHASE.
THE JEWELLERY INDUSTRY IS DEFINATELY LOOKING AT A "GLITTERING FUTURE".
RISING POPULARITY OF INCORPORATING TECHNOLOGY IS HELPING BOOST THE CONSUMPTION OF JEWELLERY.
MARKET SIZE VALUE IN 2021
USD 39.9 BILLION
REVENUE FORECAST IN 2028
GROWTH RATE
BASE YEAR FOR ESTIMATION
USD 70.2 BILLION
CAGR OF 8.2% FROM 2021 TO 2028
FORECAST PERIOD
2020
2021 - 2028
SEGMENTS COVERED
RAW MATERIAL, PRODUCT, APPLICATION, DISTRIBUTION CHANNEL, REGION.
COUNTRY SCOPE
KEY COMPANIES PROFILED
GRAFF, TIFFANY & CO,, SIGNET, CHOPRAD, BVLGARI, BOODLES.
THE ABOVE MENTIONED BRANDS COMPETE WITH BOODLES BECAUSE :
SIMILAR CLIENTELE
GRAFF - A BRITISH FAMILY - RUN BRAND, SIMILAR TO BOODLES
STRONG PHYSICAL PRESENCE GLOBALLY ADVENTOUROUS JEWELLERY DESIGNS
STRONG PRINT AND DIGITAL PRESENCE
CREATE PRIVATE EXHIBITION EVENTS
HIGH - TEA WITH BOODLES IN COLLABORATION WITH THE BERGDORF GOODMAN GROUP IN USA AND TATLER ASIA IN SINGAPORE.
COINCIDING EVENTS
EACH EVENT WOULD BE SLIGHTLY TAILORED TO THE CITY, SEASON AND VENUE. THIS INCLUDES SPECIAL HOLIDAY TEAS OR EVENTS THAT TAKE PLACE AROUND THE TIME OF OTHER EXCLUSIVE GALAS, EVENTS, FASHION WEEKS.
BRAND AWARENESS VIA PRINTED AND DIGITAL MEDIA
3 MONTHS OF PRINTED MEDIA PROMOTION
BERGDORF GOODMAN NEWS LETTER/MAGAZINE, TATLER, SILVER KRIS (SOLITAIRE MEMBERS ONLY).
BOODLES CHAIRMAN AND HIS WORKING FAMILY MEMBERS PRESENT AT EVENTS.
THE BERGDOF GOODMAN RESTAURANT
OLD PARLIAMENT HOUSE, A COLONIAL HISTORICAL LANDMARK 1826.
THE USA LAUNCHING EVENT WILL TAKE PLACE AT THE 7TH FLOOR RESTAURANT, HOSTED BY THEIR CREATIVE DIRECTOR, LINDA FARGO. GUESTS WILL ENJOY A LOVELY AFTERNOON TEA, IN TRUE BRITISH FASHION AND EXPERIENCE THE DAZZLING BOODLES BRAND. THE EVENT WILL BE FOLLOWED BY A THREE DAY PRIVATE VIEWING.
W H E N
FALL & SPRING FASHION WEEKS - EARLY SEPTEMBER.
HIGH-TEA WITH BOODLES HOSTED BY TATLER AT THE OLD PARLIAMENT HOUSE FOLLOWED BY A 2DAY PRVATE SALE AT THE HISTORIC FULLERTON HOTEL BAY SUITE WITH SINGAPORE LANDMARK.
THE FIRST HALF OF NOVEMBER AROUND THE TATLER BALL.
IN DEVELOPING THE COMPANY'S COMMUNICATION, VISUA IDENTITY HAS BEEN RESEARCHED BY MENTIONING LOGO DESIGN, WEBSITE DESIGNING AND MARKETING BROCHURES[HAILES,2019]. IN ADDITION, THE PACKAGING AND ADVERTISING HAS ALSO BEEN MENTIONED TO DEVELOP THE COMMUNICATION PLAN.
TARGET GROUP
UPPER CRUST/HIGH NET-WORTH CUSTOMERS, SIMILAR TO THE KIND OF CLIENTELE BOODLES HAS BEEN CONNECTING WITH SINCE YEARS.
NEEDS OF TARGET GROUP
THE NEED OF UPPER CRUST CLIENTELE IS TO HAVE RARE JEWELS THAT WILL SPEAK VOLUMES FOR ITSELF.
DIGITAL DESIGNS HAVE BEEN SPECIFIED TO ATTRACT CUSTOMERS. TECHNICAL CONSULTATION, 24*7 SUPPORT TO CUSTOMERS WILL BE GIVEN. BOODLES WILL BE LOOKING TO ELEVATE THE VIRTUAL STOREFRONT; THE INTERNATIONAL AUDIENCE TO MAKE IT GLOBAL.
MEDIA USED BY TARGET AUDIENCE
SOCIAL MEDIA PLATFORMS - INSTAGRAM. REGULARLY VISITING OFFICIAL BRAND
WEBSITES. REGULAR BROWSING OF BEST-SELLING MAGAZINES.
IN THE DISCUSSION ON THE DEVELOPMENT OF COMMUNICATION MEDIA, BOODLES HAS INCREASED THE CREATION OF PRODUCTS AND LUXURY BRANDS BY INCLUDING SEVERAL POS, SALES PARTNERS, TRADE AND CONNECTIONS. THE COMMUNICATION HAS BEEN IN THE MARKETING TO CREATE THE BRAND IN SUSTAINABLE ARTISANSHIP. IT HAS ALSO MENTIONED THE PRODUCTS' HALLMARKS AND THE INCLUSION OF CREATIVE ACTIVITY IN THE LUXURY BRANDS AND DESIGNING VIA PRINT, TV, AND ADVERTISING [A NEW, 2022]. ONLINE MARKETING HAS CREATED "LUXURY COFFEE TABLE BOOKS, WEBSITES, SALES PRESENTERS, RADIO, POSTER, DIGITAL AND PRESENTATIONS". BOODLES APPLIED THE MESSAGE ON THE RELEVANCY TO THE MEDIA CHANNELS CONSIDERING THE CULTURES AND LANGUAGES.
NEWSPAPER
MAGAZINE COVERS
GIFT CARDS
PACKAGING
BILLBOARDS
WEBSITES PINTREST SPONSORED ADS
TELEVISION
BOODLES HAS PREVIOUSLY WORKED WITH ENTREPRENEURS IN THE UK; HOWEVER, THEY WILL NOW EXPAND THE MARKET BY INVOLVEMENT IN THE COMMUNICATION PROCESS. THE LUXURY BRAND HAS ALSO MENTIONED CREATING THE DEVELOPMENTAL APPROACH IN APPLYING THE THEORIES AND MODEL TO INCREASE THE EFFECTIVENESS OF THE BUSINESS. THE COLLECTION OF JEWELLRY HAS SEVERAL AREAS TO EXPAND HOWEVER THE COMPANY IS MOSTLY FOCUSING ON THE ELITE GROUP WHO HAVE AN INTEREST IN BUYING NEW DESIGNS IN THE COMPANY. HERE FOR INTEGRATING THE NEW MODEL, BOODLES MIGHT HAVE THE BETTER APPROACH WHICH MIGHT BE EFFECTIVE IN INCREASING THE PROCESS OF WORKING ONLINE AND ATTRACTING NEW TARGET CUSTOMERS TOWARDS THE BRAND.
THROUGH THE STRUCTURE OF PRIVATE EXHIBITION HIGH - TEA EVENTS, BOODLES HAS THE OPPORTUNITY TO BRING THE BRITISH EXPERIENCE TO HIGH QUALITY CLIENTS AROUND THE GLOBE. WITH THESE HIGH-TEA EXHIBITIONS, WHICH WILL BE SLIGHTLY TAILORED AND MADE SPECIAL FOR EACH SPECIFIC LOCATION ANDAUDIENCE.
THE BOODLES BRAND WILL REALLY BE ABLE TO MARKET ON THEIR VALUES, INCREASE BRAND AWARENESS AND PURCHASE INTENTIONS, AND SHOW NEW PLACES AROUND THE WORLD WHAT THE BRAND IS REALLY ABOUT IN AN EXCLUSIVE (NON-PERMANENT)AMOUNTOFTIME.
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