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    De Beers is the world's largest diamond mining company, mining and selling over 50% of the world's rough diamonds. Through strategic marketing campaigns since the mid-20th century, De Beers positioned diamonds as symbols of love, commitment, and luxury. Key strategies included associating diamonds with Hollywood celebrities and royalty, emphasizing diamonds for engagement rings, and the iconic slogan "A Diamond is Forever." While De Beers maintains a dominant market position, it faces increasing competition from synthetic diamonds and must adapt its marketing to new audiences in emerging markets.

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    Final

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    De Beers is the world's largest diamond mining company, mining and selling over 50% of the world's rough diamonds. Through strategic marketing campaigns since the mid-20th century, De Beers positioned diamonds as symbols of love, commitment, and luxury. Key strategies included associating diamonds with Hollywood celebrities and royalty, emphasizing diamonds for engagement rings, and the iconic slogan "A Diamond is Forever." While De Beers maintains a dominant market position, it faces increasing competition from synthetic diamonds and must adapt its marketing to new audiences in emerging markets.

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    De Beers is the world's largest diamond mining company, mining and selling over 50% of the world's rough diamonds. Through strategic marketing campaigns since the mid-20th century, De Beers positioned diamonds as symbols of love, commitment, and luxury. Key strategies included associating diamonds with Hollywood celebrities and royalty, emphasizing diamonds for engagement rings, and the iconic slogan "A Diamond is Forever." While De Beers maintains a dominant market position, it faces increasing competition from synthetic diamonds and must adapt its marketing to new audiences in emerging markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    97 views67 pages

    Final

    Uploaded by

    persi06
    De Beers is the world's largest diamond mining company, mining and selling over 50% of the world's rough diamonds. Through strategic marketing campaigns since the mid-20th century, De Beers positioned diamonds as symbols of love, commitment, and luxury. Key strategies included associating diamonds with Hollywood celebrities and royalty, emphasizing diamonds for engagement rings, and the iconic slogan "A Diamond is Forever." While De Beers maintains a dominant market position, it faces increasing competition from synthetic diamonds and must adapt its marketing to new audiences in emerging markets.

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    IAMONDS…

    WHICH ADVERTISEMENT D S ?
    M ON
    I A
    CAMPAIGN
    E D
    T A R
    WHAT
    HAS
    HA ATTRACTS
    CONVINCED WOMEN
    WOMEN TO
    W
    TOWARDS
    COME DIAMONDS?
    LETSDIAMONDS?
    BUY SEE WHAT MEN &
    WOMEN
    ARE DIAMONDS REALLY
    HAVE GOT TO ANSWER?
    GIRLS BEST FRIEND?
    Introduction

    Greek word adamas, meaning “unconquerable”

    It is a mineral a naturally crystalline substance


    the transparent form of pure carbon

    It is likely the oldest thing you will ever own,


    probably 3 billion years in age, fully two thirds
    the age of the Earth
    Diamonds in India
    Every batch of 10 diamonds made in the world,
    7.5 are made in India

    World's largest diamond processing center

    Surat city is known as diamond city of India

    About 80% of country's diamond processing


    work is being done in Gujarat(50% is
    conducted at Surat)
    4C’s of Diamonds

    CUT CLARITY

    COLOR CARAT WEIGHT


    Certification
    It is called a “ diamond grading report, diamond
    dossier or diamond quality report ”

    It is the guarantee of the quality


    and value of the diamond

    A grading report documents the characteristics


    of a diamond, like the four Cs
    Types of Diamonds

    Synthetic Diamonds

    Treated Diamonds

    Natural Fancy Colour Diamonds


    What is De Beers?
    NOT retailer

    NOT manufacturer

    BUT

    miner and seller of 70% of the world's rough


    diamonds

    arbiter of the prices


    De Beers
    Over 115 years

    Leads the world - diamond exploration,


    mining, recovery, sorting, valuation and
    MARKETING.

    Selling Arm – DTC, London

    Markets 2/3rd of global supply


    Mining
    The world's largest diamond miner

    Produce 40% of annual world diamond


    production

    Active in every category of industrial diamond


    mining: open-pit, underground, large-scale
    alluvial, coastal and deep sea

    Mining - Botswana, Namibia, South Africa,


    Tanzania and Canada
    Segmentation, targeting &
    positioning
    Mass
    Mass Marketing
    Marketing
    Same
    Same product
    product to
    to
    all
    all consumers
    consumers
    Level of Market Segmentation
    Target Market

    Product
    specialization
    M1 M2 M3

    P1
    P2
    P3
    Positioning

    ‘A Diamond is Forever’

    Other Positioning Strategies :

     Not as a product but as a ‘Symbol’


     ‘Timeless and Everlasting’
     ‘Valuable’ and the right thing to buy for a
    Women’
     ‘Women’s Best Friend
    Marketing Mix

    Product

    Price

    Place
    SWOT Analysis
    STRENGTHS WEAKNESSES

    1. Owns over 40% of the rough 1. High production and inventory


    diamond Industry carrying costs
    2. Prides itself for its High quality 2. Association with conflict diamond
    diamonds
    3. Influence Prices
    4. Offers diamond dealers a package
    of value added services

    OPPORTUNITIES THREATS
    1. New available markets explorations 1. Increase entry of competition
    in Europe, Middle East and 2. Faces threats from
    Australia Synthetic/Cultural Diamonds
    2. Can increase brand recognition by
    marketing De Beers
    Competitors
    4 major competitors : Alrosa, BHP Billiton, Rio
    Tinto, and Aber
    Company Market Share of the industry’s
    rough diamonds
    De Beers Around 50%
    Alrosa 20%
    Billiton, Rio Tinto, and Aber Each less than 10%

    BHP Billiton, Rio Tinto and Aber are not


    primarily diamond mining businesses
    Re – Gain Position
    “Supply of Choice Strategy”

    Formalizing Conflict Sale of the De Increase


    of a written Diamonds Beers brand demand for
    contract – “Best name – diamonds
    process Practices” LVMH
    between De
    Beers and its
    sightholders
    Advertising Campaign
    DTC focused in 2 key areas:

    The “Celebrating
    “Celebrating
    “Occasion Women”
    Women”
    Purchase”
    Marketing Strategies
    Strategies
    Hired one of the largest American Ad agencies
    “diamonds are symbol of love and commitment”

    Hollywood - convinced starlets to wear diamonds

    Screenwriters to use them as symbols of love

    Placing celebrity stories and photographs in


    magazines and newspapers to reinforce the link
    between diamonds and romance ( Sales – 55% )

    “Diamond Blue”
    StrategieS contd…
    Fashion designers (Radio Programs) – “Trend
    towards Diamonds”

    Fundamental part of “Engagement and wedding”

    Small Diamonds

    Not just engagement – Any important Occasion

    “Diamonds are Forever”


    Other Campaigns
    “Eternity Ring” (as a symbol of continuing
    affection and appreciation)

    Forevermark Diamonds

    Enlisting the British Royal Family

    Sponsoring the 2007 Formula 1 car for


    Scuderia Ferrari Marlboro
    OTHER CAMPAIGNS contd…
    Bigger is better…again! (2002)
    Revenue for Bigger is better…again!
    Medium Amount
    Magazines $33,417.96
    Network TV $27,390.30
    National Syndication $6.90
    National Outdoor $1,046.82
    USA Today $1,168.10
    Wall Street Journal $1,056.52
    New York Times $153.56
    Cable TV $7,525.29
    Newspapers – Sunday $105.51
    Newspapers – Daily $1,418.05
    Spot TV $107.94
    B2B Magazines $294.50
    Local Magazines $27.36
    Internet $1,564.52
    Total $75,283.33
    Iman, the face of De Beers, wearing the ‘Millennium Star’ at the
    Cannes Film Festival in May 2002
    DTC on the Internet
    Internet plays important role in purchasing
    decision in case of luxury goods
    Importance of medium in buying decision

    50
    40
    30
    20
    10
    0
    Articles/Reviews
    Internet/Website

    Magazine Ads
    Newspaper Ads

    Programs/Commer
    cials
    TV
    Dtc on the interneT contd…

    adiamondisforever.com.

    “Non-biased” view of the diamond


    experience

    Design Gallery
    Boston Consulting Group Matrix a.k.a.
    BCG Matrix of De Beers
    Ansoff Matrix a.k.a. Product - Market Expansion Grid of
    De Beers
    G.E.Matrix a.k.a. Industry Attractiveness : Biz
    Strength Grid of de beers

    De Beers
    Future Marketing
    Strategies
    Advertise in Europe, Australia, the Middle East,
    and in the United States

    Awareness regarding the difference between


    cultural and synthetic diamonds ($350 million
    dollars )

    New advertisement campaign “Every diamond


    has a story. What's yours?”
    Future marketing
    strategieS contd…

    Most popular magazines like Vogue,


    Cosmopolitan, BusinessWeek, InStyle, and etc.
    ( $50 million dollars )

    De Beers is expecting cultural shows


    DIAMONDS
    Introduction
    Wholesaler of rough diamonds

    World leader in finding, mining and


    processing mineral resources

    About 25% of the world’s rough diamonds


    Business Structure
    B2B Process

    – Select Diamantaire Customer Mark – B2B


    customer relationship programme
    “Rio Tinto's Select Diamantaire is a well-executed
    programme with clear and strict processes to ensure
    that the Mark adheres to the highest standards and
    retains maximum value for its customers”
    RIO TINTO DIAMONDS
    (INDIA)
    Head office in Mumbai, responsible for the
    planning and implementation of the IADC
    initiative in the US

    Improved cutting techniques, publishing a


    technical bulletin, providing training assistance
    and presentations and seminars at the Indian
    Jewellery Show

    August 2003,launched the Rio Tinto


    Diamonds Business Excellence Model(BEM).
    MARKET DEVELOPMENT
    AND PROMOTION
    Major elements of IADC are :

    Retail market entry strategies


    Product development, pricing and follow-through to
    sales
    Differentiation of member product offerings 
    Management of buyer communication
    Staff training 
    Representation at the JCK show in Orlando and Las
    Vegas 
    Exclusive Viewing Shows for product
    exhibitions to targeted retailers
    MARKET DEVELOPMENT
    AND PROMOTION
    contd…

    Another programme aimed at stimulating


    demand for champagne and cognac diamonds

    Impetus on canadian diamonds


    Marketing Mix

    Product

    Price

    Place

    Promotion
    conclusion
    “In a materialistic world, gem diamonds are, after all, of no practical use.

    They are not used in the making of things or the breaking of things; they

    don’t make cars go faster or planes fly higher. They are not used in the

    production of anything – except happiness. And therein lies their secret:

    they don’t feed our bodies, but they do feed something in our soul. And,

    because of this, we have come to understand that, while they may not be

    necessary to our physical survival, they are essential to our emotional well

    being. A thing of beauty in its own right, the perfect marriage of the art of

    man and the art of nature, the diamond is also an enduring symbol of all

    that is best in us and our aspirations: purity, love and commitment”. Said

    Nicky Oppenheimer, Chairman of De Beers.


    Stars have lost their shine!!
    But Diamonds will shine forever
    will shine forever !!!
    Special Thanks
    To
    Ms. Priya Kenkare

    Also we Thank:
    Vibhav Raut
    Sagar Ramchandani
    Rohit Semlani
    Sharmishtha
    Prajakta
    Meghna
    PRODUCT

    Pink Diamonds

    Champagne Diamonds

    Natural Coloured Diamonds

    Argyle Signature Stones


    PRICE
    Supply/demand fundamentals determine rough
    diamond prices

    Rough supply has generally been higher than


    required to meet retail consumption of diamonds

    It resulted in an increase in polished inventories in


    the cutting centres

    Rough diamond market is anticipated to


    remain strong for some time
    Place

    Diavik Diamond Mine:-


    Headquartered in Yellowknife,
    Northwest Territories, Canada

    Merlin:- Based in Northern

    Territory of Australia

    Murowa:- Project is based in Zimbabwe


    PROMOTION

    No Promotion strategies for Consumers

    Launched new collection of champagne diamonds


    and is promoting it and has a dedicated website

    A trade organisation was created to promote


    natural color diamonds Natural Color Diamond
    Association (NCDIA), Belgium
    DTC
    Sales and Marketing arm

    World’s Largest & most effective distributor of


    rough diamonds

    Sort, value & sell around 40% (by value) of all the
    uncut diamonds in the world

    Offices - London & Kimberley in South Africa &


    at their Government joint venture operations in
    Botswana and Namibia
    The “Occasion Purchase”
    “Three Stone Anniversary Ring”
    “Past, Present and Future” Advertising
    “Celebrating Women”
    “Celebrate Her” Advertising
    “Left Hand Ring” Advertising
    Forevermark Diamonds
    Natural, untreated, responsibly sourced, and cut and
    polished by a specially selected diamantaire

    Icon and identification number inscribed on the


    table facet of the diamond

    Inscription is 1/500 of the depth of a human hair

    Astute Repositioning (2001)


    cut
    Most directly influenced by man

    The biggest diamond cutting center for small


    roughs

    Cut of a diamond is confused with its shape

    Diamonds are usually cut with 58 facets, or separate


    flat surfaces
    color
    Conception - diamond is as a colorless stone
    Color Grading Scale

    Best color is no color DEF GH IJ KL M–Z Z+

    Colorless Near Colorless Faint Light Fancy


    Yellow Yellow Yellow

    The color range from exceptional whites (categories


    D, E and F) to tinted colors (categories M to Z)

    Also occur in shades of pink, blue, green, amber, or


    even red
    clarity
    To determine clarity, an expert views it under 10
    power magnifications

    Clarity is made up by inclusions (internal) and


    blemishes(external)

    The fewer the imperfections, the rarer and


    valuable is the diamond
    Carat weight
    Carat is the unit of measure used to determine the
    weight of a diamond

    One Carat = 0.2 gms. Each carat is divided into 100


    points

    Diamonds of less than one carat in weight are known as


    "pointers“

    Diamonds are priced per carat, according to their size


    and quality

    The rarity of a diamond is greatly affected by its size


    product
    Rough diamonds and Cut diamonds
    place
    1. It is active in every category of industrial diamond
    mining: open-pit, underground, large-scale alluvial,
    coastal and deep sea

    2. Mining takes place in Botswana,Namibia,South Africa,


    Tanzania and Canada

    3. Trading of rough diamonds takes place through the


    DTC through wholly-owned and joint venture
    operations in South Africa(DTCSA), Botswana(DTCB),
    Namibia(NDTC) and the united Kingdom(DTC)
    price

    1. Demand / Supply basis

    2. Control Mining Production

    3. Worst Hit-Small diamonds, colour and


    clarity goods in the 1- to 7-pointer size
    range.

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