Chaopter 9: Advertising & Public Relations

We are affected by advertising wherever we may go. With humorous or emotional ads companies try to influence our attitude towards the brand or product for a benefit on their part. Swarovski crystals uses Fantasy to create a style of advertising. When the viewer see's an advertisement for their products they experience a range of emotions and begin to imagine what it would be like using that product. Crystals set to wear for the body or ornaments placed around the house are a part of the lifestyle Swarovski offers, which intrigues potential buyers. Major advertising types used by

Swarovski are outdoor media - advertisements you see on the bus/train on an billboard in times square perhaps. The Internet is a second medium for Swarovski, advertisements that they display on social media sites such as Facebook, Instagram and Twitter. The exposure towards outlets like these are great and benefit towards  the company as a whole.

Swarovski uses coupons for sales promotion, increasing the amount of a product bought. The consumer can print out coupons at home from many websites online and use them towards purchasing.

Chapter 14: Marketing Channels and Retailing

Swarovski Crystals aim to have they're consumers create an emotional bond with their products, specifically with Jewels and Crystals. Swarovski's target audience include female's aged 20-30, urban, who are young, educated and employed professionals; should also have a relationship status of single, engaged or in a relationship, with this the company keeps up their luxury image. What is important in a target market is knowing how to efficiently target the consumers who would benefit your company. Price is a huge factor that comes into play. Swarovski is seen as a luxurious brand, they hold up a prestigious image and offer very high prices for their products. None of the jewelry products go under the price of $100. 

The presentation of Swarovski stores manage to uphold the image they intend of promoting, the color scheme is usually white, this color gives off a sense of serene peacefulness. Most things are clear - glass is commonly used around the stores showing in its decor and physical layout. 

Marketing channels reduce the number of required transactions by a consumer, to save the time of interested buyers Swarovski has collaborated with stores such a Macy's, Bloomingdales, Sears and Nordstrom to advertise their products to a wide range of audience, even ones who aren't interested eventually will get attracted to the jewelry section. 

Online shopping is also provided for Swarovski customers, a strategy most commonly used are multiple sales that can only be found online rather than in-store, this is to boost online revenue and keep customers interested in what the store has to offer from the comfort of their technological devices. 

Chapter 6: Consumer Making Decision

A Consumers decision making is based on many aspects in their life. There are social factors that have an influence that stem from our families, cultural factors that stem from our values and social class. Individual factors such as self-concept and lifestyle, Psychological factors in which we hold our beliefs and attitudes to influence our decision making while buying any product. When deciding to buy a product we tend to attach different involvements towards our final decision. Such as emotional or situational involvement towards a certain product or brand. 

Opinion leaders are people who greatly influence others, they are either made by companies or sought out to promote on a national level. These individuals give their insight on a specific product/company and with that a consumers decision is influenced as well. Miranda Kerr has been the face of Swarovski Crystals since 2013, the supermodel is idolized in many countries around the world, she has recently outdone herself again by releasing a campaign for Fall 2015 season. She’s posed in casual Swarovski clothing and complimentary bling to go along with it. 

Miranda is active on social media thus further promoting her endorsements with Swarovski. She quoted “I pair a statement piece such as a great cuff or ring with my favorite jeans and T-shirt or maxi dress, and then for the evening I build on the piece by adding a complementary necklace or earrings. Swarovski has a wide range of easy-to-wear jewelry pieces and accessories to highlight personal style, add sparkle and a touch of glamour to any look.”

Crystals have always been a main component in Swarovski. Consumers who admire celebrities tend to create a relationship with them thus following any steps that they take in ways to style themselves. While the companies are establishing a strong bond with the consumers themselves, this leads to a chain reaction with consumers constantly, consuming. 

Rita Ora a British singer and actress also promoted Swarovski on her Instagram account. By uploading a picture her nails with Swarovski Crystals designed on them. Although she has no alliance towards Swarovski Crystals 

Teens and young women who look up to her will become interested in the company and begin to research about the products or company. This will create an emotional involvement, where a consumer might discover a product they are touched by and later decide to purchase it. 

Chapter 5: Developing a Global Vision

The importance of Global Marketing to a company is tremendous and utterly crucial to the success of its products. Swarovski Crystals has announced they will undergo a strategy to be the global jewelry market leader by the year 2020. Swarovski is the third largest jewelry brand and leader in fashion jewelry globally. The company is currently testing its fine jewelry collection in China, the brand also intends on targeting consumers in markets globally, such as Asia, Latin America, Eastern Europe and Africa with technology to provide customer service 24/7, especially retail or online. Product inventions stemming from a variety of cultures throughout the world is a strategy used by many companies. Adapting to the local culture helps maintain global business. 

Although Swarovski is already present in 170 countries this expansion will bring an increase in revenue for the company. The developing of crystals in Swarovski and promoting it the same way around the globe, is a main objective. Offering free samples attracts customers to not only try the product but consider purchasing it. Swarovski offers sample cards full of rhinestone designs in various colors. This strategy opens up a place for consumers to feel welcomed with their personal decision on whether or not to buy the products presented. 

Being incredibly consumer focused is key to company success.