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.                                                                                                                                                                    

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. 

  

Chapter 4 The Marketing Environment

The way in which a company brands itself to make business is crucial to it's success. Having a certain set of values and morals determine the sort of response a company will get from consumers anywhere. But when an environment changes, so do our values. A company can only maintain its position throughout the years if it develops its thinking such as the consumer. 

Many American values are becoming marketing trends. Swarovski Crystals has taken a stance on Women's Empowerment Principles, since March 2014. Expressing that female employees make up 70% of their workforce. Najda Swarovski who is an Austrian business woman and the great-great granddaughter of Daniel Swarovski (founder of Swarovski crystals) quotes "SIGNING UP TO WEP WILL HELP US TO PROVIDE A COMPREHENSIVE APPROACH TO ACHIEVING GENDER EQUALITY AT SWAROVSKI, AND WE WILL WORK TO ENSURE THAT ITS PRINCIPLES ARE FULLY INTEGRATED INTO OUR DIVERSITY AND INCLUSION PROJECTS." 

Thus showing the values of the Swarovski Company, which will attract individuals who follow the same values and have very similar morals. The principles they have promised and agreed to follow are: Leadership that promotes gender equality, Equal opportunity and non discrimination, encourage economic and social conditions that provide opportunities for women and men, girls and boys. 

This strategy not only falls into Swarovski supporting American values but social changes and component lifestyles which shows diversity in what an individual can be. Not many individuals in the United States of America want to buy products of companies who have non-liberal views. 

The people want to choose products and services that meet a certain diversity, rather than adapting to traditional stereotypes. 

Chapter 18: Social Media & Marketing

Social media and the use of it has risen tremendously in the past ten years. From sharing posts on Facebook, to uploading images on Instagram, reblogging on Tumblr or Tweeting about your favorite product. You are branding and advertising not only yourself and your views but becoming a positive or negative representative of the company you are choosing to shed light towards.

Swarovski has been polishing its social media since 2011 Livia Marotta the director of communications for Swarovski quotes "Our strategy is to entertain and engage young fashionable people by giving them a real-life glimpse of the glamorous and sparkling world of Swarovski."
Consumer behavior on social media is tracked by the company individuals and they keep intact of the shared opinions the consumers have such as comments on a Facebook - likes or dislikes.

Most recently Swarovski collaborated with Victoria's Secret to use its crystals in an upcoming show, which created a social media buzz on Victoria's Secret fan base of 4.8 million on twitter. That is a large amount of audience to cater and be exposed to. The response of the public is extremely visible from the consistency of media from the brand, and a higher response rate is shown from regularity of being active on any media accounts.

Swarovski has 605k followers on Instagram, 3,595,793 likes on Facebook and 201k followers on Twitter.

Social media accounts for companies anywhere are a perfect strategy to market world wide.

Chapter Two: Strategic Planning

The Swarovski company has redefined the production and consumption of crystals internationally.
Throughout the years it has been active in creating aesthetic jewelry, watch collections, home and interior products, along with figurines for decorating your personal comfort space, whether it may be for office or at home. All of these individual branches design efficiently year round under the Swarovski corporation in order to maintain any customer satisfaction.

Swarovski Jewelry and watches are leading designs in the market, who work on strategic planning for  these branches. A recent and prime example would be the fall collection collaboration with model Miranda Kerr, who is an inspiration and influnce on millions around the globe. Using an icon to collab with and represent their products is an example of target market strategy. A specific age and gender (most commonly women) follow these trends, creating business for Swarovski.

Avaliabilty of the products is widespread throughout various retail stores and widely advertised on billboards. Pricing straegies come in to play as well, the consumer gets exactly what they had in mind for the price of a Swarovski crystal. The material lives up to its name everyday and with creativity, dedication of the creators it will continue to rise towards success.

Miranda Kerr has designed several pieces of jewelry with Swarovski that are now avaliable in the 2015 fall collection.

Chapter One: An overview of Marketing (Brief History and Mission Statement)

Swarovski is a globally prime crystal company, founded in 1892 by Daniel Swarovski who worked at his fathers small glass cutting factory. He became fascinated by the job and at age 30 invented an electric machine for cutting crystals. It wasn't until 1931 that the Swarovski company made it way into the fashion industry, by inventing a sew-on crystal ribbon. Swarovski Crystals were first given prominence to in 1965 when they emerged at the Palace of Versailles and the New York Metropolitan Opera. Since 1989 all genuine Swarovski products feature the Swan logo and since then it has become an international trademark. Swarovski crystal is produced at the company’s traditional production plant in Wattens, Austria, where each crystal is distinguished in quality.

The Swarovski company mission statement  is as clear and graceful as the company’s crystals themselves.

“We add sparkle to people's everyday lives."
Following Daniel Swarovski's principles the company demands to constantly improve what is good and to bring joy to people through crystal.