What is Cartier's marketing strategy? | BluCactus Fashion Agency

What is Cartier’s marketing strategy? Cartier is a luxury brand that manufactures watches and other personalized products. The company was founded in France in 1847 by Louis-François Cartier, in a Parisian neighborhood called Montparnasse.

For a long time, the brand has implemented various marketing strategies. And today, we can say that it remains focused on a marketing mix made up of the 4Ps (product, price, place, and promotion). Let’s take a closer look at the most critical elements of Cartier’s marketing strategy to understand how the company works.

What is Cartier’s target audience?

Cartier, being a luxury brand, is segmented to focus on a small population of its niche. Its target market is in luxury goods, where consumers who have been described as high-end due to their economic status and wealth are found.

Likewise, the brand makes a study of the following tools so that its target audience remains interested in the company:

Monitoring social media and keywords to know what their customers are searching for.
Competitive research to determine what has positioned their audience and how to respond to it.
Demographic research focused on their internal customer database for more precise targeting.

What is Cartier’s marketing mix?

This is how the Cartier mixed marketing strategy works.

Product Strategy

Cartier has a wide variety of products, although it has a strong domain in manufacturing luxury watches and jewelry. However, they also take on the task of creating custom products for the customers that make up their niche.

However, Cartier has also differentiated itself from its competition by maintaining a high-end and first-class design. Considering this brand’s marketing mix, we can´t overlook that all its products are of the highest quality. Among its variety, we can find chains, rings, earrings, bracelets, brooches, etc.

But this is not all, since the brand has also made other products available. Their latest collections have been high-end, bearing Panthere, Tutti Frutti, and Cartier Diamonds. It is worth noting that these collections have had a very significant impact on the company’s image. Therefore, they have managed to offer the public totally exclusive designs.

Regarding its product strategy, the brand has also considered classification in different categories. For example, they have watches for men and women and other articles that can adjust to the client’s needs.

Price Strategy

To refer to Cartier’s pricing strategy, it is essential to mention that they target very particular customers. Their mixed marketing strategy has remained focused on the wealthier class based on quality, products, and the competition’s offers.

In fact, marketing experts say that Cartier customers remain satisfied with the products, regardless of how high the price is. This is because the brand offers personalized products, and even if they are not personalized, the quality is still undisputed.

Only quality materials are used to manufacture these products, so the brand itself ensures that its target audience is happy. Likewise, although this target audience is made up of people from high society, they have gift vouchers to give people a price reduction when making their purchases.

Distribution Strategy

We can find Cartier products in various parts of the world. Their strategy has been to conduct a market survey to determine which areas are frequently visited by their target audience.

As we have already mentioned, this brand has a high-class audience and is based more on the brand than on the product itself. For this reason, Cartier has had points of sale in those areas that are closest to its customers. These areas are very stylish, like Paris, New York, and London.

However, the brand has also ensured that its customers can access the purchase of its products online.

Promotion Strategy

Cartier has become known for its company’s history and for each of its products. For this reason, we can see that its promotional mixed marketing strategy is all about comprehensive Cartier marketing for the use of various communication channels.

Likewise, the company knows how to promote consumer publications through the press, using channels such as Vogue, Business Today, and Femina, among others. The company is also responsible for monitoring television promotion to ensure that they reach their target audience and have quality Cartier advertising.

Cartier also draws attention for its shows, showing the new products that it is launching on the market. It is also important to add that Cartier utilizes online marketing to reach more people.