Consumer behavior on the diamond jewelry market

Thèmes abordés

Consumer behavior, Customization, mobile phones

Résumé du document

The created product have to join the todays market and have to be anchored into fashion trends and especially women trends when you are working for Diamond Jewelry. That is why I choose to connect the actual phone market and the diamond jewelry. It is clear that today we see the emergence of specialized stores that sell cases, covers and protective cover for the cell phones. All of these stores target smartphones owners and this target is always in quest of the last gadget released. This trend has increased thanks to the expansion of the smartphone market: Today we can count 24.1 Million Smartphone in France, more than a third of the French population has a smartphone. There is no doubt that the smartphone market affects both the higher than average classes. Even the poorest classes have an interest in the smartphone.

On the other hand, the trend is clearly in the customization of our objects. It is a fact that we find in the field of textile, or furniture but also in the field of smartphone. For example, the latest phone from Apple is purchasable in 5 different colors, for more personalization. The smartphone's cover has two functions: to protect and customize. This is the market I would like to target.

Extraits

[...] The smartphone's cover has two functions: to protect and customize. This is the market I would like to target. The aim is to create a Diamond Smartphone's Cover. All the cover is not going to be in whole diamond, but this cover is going to be sold in specialized Jewelry and is expected to have some diamond inlaid. There is no one product, but two: one for men, one for women. Functions: The first function of our product is for sure to protect the Smartphone. [...]

[...] Brands face a brand identity problem positioning. Technological communication New information technologies and communication have greatly developed in recent years. Internet is part of this evolution that luxury brands have more or less integrated in their modes of distribution; especially through online shopping, but also through communication codes (interactivity, multiplication media . The problem here is due to the plurality of communication modes. Luxury companies should they favor any particular communication and banish others? A new time report Luxury was as characteristic being timeless time. [...]

[...] Hungary is a republic based on parliamentary democracy with a unicameral legislature. In central Europe, Hungary is a medium-sized country with an area representing one sixth of France and a population of about 10 million people. Located between the Alps and the Carpathians, without access to the sea, Hungary has borders with seven countries: the Slovak Republic and Ukraine to the north, Romania at east, Serbia and Montenegro, Croatia and Slovenia in the south, and Austria to the west. Economy Hungary passed to from an economy dominated by large state-owned enterprises to a market economy and this process was accelerated at the moment of its integration to the EU in May 2004. [...]

[...] Celinni is a diamond registered. A brand of diamond technicians. Its proximity to the source allows them to offer certified diamonds sold to its customers in output price (Anvers, Tel Aviv . Celinni provides its customers direct price without intermediaries margin. Men who buy to offer, or more recently to wear themselves a buildup stone, or to invest in a more eternal "glamor" value that the lingo and easily transportable constitute the majority of its clientele Targeted audience The universe that we are going to target is a special universe; this is the universe of luxury and fashion. [...]

[...] Communicate visually Luxury brands to stand out from mass market brands must communicate more visually, that is to say more specifically about their products, their packaging, their outlets . Therefore, the point of sale should really be a dream space, prestige embodying all the values the brand. The consumer entering into a luxury boutique should feel in a world in which he feels transported. Thus, luxury brands must choose a location for their store selection must recruit qualified personnel must arrange their merchandising, customer must provide ancillary services (after-sales service, service alterations, hotel deliveries or clients' homes . ) SOURCES. [...]