Chapter 11: Developing and managing products

Swarovski has introduced many new product lines since the company began. The main objective of company at first was to entertain consumers with just crystals but since then they have ventured out from just crystals to jewelry, figurines, collections, watches, accessories, a men collection and gifts.

Most companies focus on attain feedback from social media accounts. Likes and comments are seen as potential feedback on a new product they might be launching. This strategy could be seen as test screening for a product. Swarovski Crystals does something similar yet they heavily rely on celebrities to endorse their product, not only that they love working with celebs on a creative level to attain an input on their products and or create a totally different product with them.
Zoë Kravitz collaborated with Swarovski in 2013 by launching a collection named "Swarovski Crystallized Collection". This type of association brings media attention from all kinds of outlets which can be seen as an advertisement of sorts.

Chapter 8: Segmenting and target marketing

Target markets are a certain type of group marketers in a company who try to apply their brand towards a certain group - age or type. Swarovski Crystals target market is women of any nationality from the ages of 20-40, who are into the latest fashionable trends. The company uses strategies of demographic segmentation where they focus on which income, age and gender to focus on. The main product in Swarovski are crystals thus the income is set to a high standard which may mean a lower class young woman will not be able to buy the products. Geographic segmentation also falls into place where in a first world country the company has various different branches spread out compared to third or second world countries where it may be rare to find one, anywhere.

Benefit segmentation relates to Swarovski customers in a sense where the consumers are judged positively. Since the company has been around for a long time and have withheld their status as a name brand company they are mostly praised for being able to afford such products. Thus both parties are satisfied with the ending outcome.

The positioning of Swarovski Crystals can be seen as a productive strategy. The crystals which are the main products sold, attract consumers because of the shine they bring, genuinely looking sparkly. If a specific kind of aesthetic is brought to a product customers begin to compare one company to the others, on the basis of important features.

Chapter 15: Marketing Communications

Communicating is paramount in our everyday lives, as soon as you wake up you as a being begin communicating with other beings, directly and indirectly. For marketers it is vital to keep the thread of communicating with their viewers, unbreakable. Marketing Communications is where companies drive towards creating a bond with consumers. Marketers are both senders and recievers of messages and this correlates to the communication process itself. Which goes by the order of sender, encoding the message, message channel, decoding the message and reciever.

Swarovski Crystals uses the same technique in order to market its products. In this case the sender would range from any one of all of the CEO's from the exectuive board of Swarovski, the encoded message could be social media as this

The message channel for this example would be the Media which we as consumers are a part of - continuing to the receiver who as customers and viewers we are too. 

Chapter 10: Product Concepts

Products are what define a company and what their set of exchange offers. A product may be seen as a tangible good or just a normal service.
Branding is all about product identification, how a company represents its product(s) which lead to product sales.  
Swarovski Crystals offer participation in their Branding programs by becoming a partner as a - Retailer, Distributor or taking part in commercial commercial brands. There are benefits that come along with associating your name with a known trusted global brand. If customers/consumers participate in becoming an Ingredient Branding partner they receive the Swarovski seal

Which gives access to Swarovski communication platforms and exclusive marketing insights, providing them a way to profit from the brand. 

Swarovski Crystals can be referred to as a global brand which obtains earnings from outside its home, specifically because it's an Australian brand and serves it products to several different countries such as: Argentina, Australia, Austria, Belgium, Brazil, Canada, China, Czech Republic, Denmark, Estonia, Finland, France, Germany, Hungary, India, Indonesia, Italy, Netherlands, Norway, Poland, Portugal, Russia, South Africa, Spain, Sweden, Switzerland, Thailand, UK, UAE. 

The trademark of Swarovski is its famous Swan which shows it authenticity since 1989 - present. From this consumers immediately recognize the product and refer it back to Swarovski Crystals.