High Fashion : Cartier

COMPANY PROFILE
WHO ARE THEY?
Founded in Paris, the city of lights in 1847 by Louise Francois Cartier, known as the famous watchmaker
and successful businessman, Cartier is a high fashion brand for men and women, specializing in the
manufacture of jewelry and wrist watch. With firms headquarter located in Paris, Cartier operates over 200
stores in 125 countries across the world. The brand reputation is gained from sophisticated designs mixed
with traditional inspiration combined with latest innovative trends, long history of sales to royalty and
celebrities as well as the idea of luxurious and high-esteemed lifestyle offer for individual who wear this
brand.
WHAT IS THEIR UNIQUE SELLING PROPOSITION?
REPUTATION AS A PIONEER IN PLATINUM JEWELRY AND WRIST WATCH
MAKER.
Louis Cartier is a pioneer who successfully created platinum jewellery, especially using platinum combined
with diamonds in his wreath designs. With his important discoveries, he legitimized platinum to become
irreplaceable metal in jewelry manufacture industry.
Cartier is also one of the pioneered brand introducing early models of wrist watch. The design of Cartier
watches is a fusion of cutting-edge technology and aesthetics.
REPUTATION AS ROYAL JEWELLER:
King Edward VII of England has described Cartier as "The king of jewelers and the jeweler of kings." and
ordered 27 crown models for his coronation in 1902. Two years later, Cartier received the first certificate of
the British royal family. With its classical and elegant designs, Cartier then has received many royal
warrants followed from numerous courts including England, Russia, Greece, Spain, Portugal, Romania,
Monaco, Egypt, Belgium, Serbia and became recognised as one of main jewelry making supplier for royal.
In 2011, Kate Middleton, the Duchess of Cambridge, chose “Halo” tiara by Cartier made in 1936 for her
royal wedding.
WHO ARE THEIR CUSTOMERS?
Beyond the admiration of royals and celebrities, Cartier’s potential clients are people in upper middle class
market. The reason is the price of Cartier’s product is quite high due to the feeling of exclusivity,
sophisticated design and high quality of products. People favorite classical style will be impressed with the
exquisite and tradition designs. Any Individuals who is looking for luxurious, outstanding and elegant

image that Cartier has created to further enhance their image and position in the society.
WHAT DO THEY SELL?
Cartier’s product range for men and women is including jewelries, watches, bridal accessories, fragrances
and the combination of gifts. The accessory includes leather goods, eyewear, writing instrument, scarves
and home decoration. Each product is sold as a part of collections. Cartier offers product with color,
material and style.
WHERE ARE THEY PLACED IN THE MARKET?
Cartier stands at number six in rank “Top 10 most valuable luxury brands”
10 C’S
CUSTOMER VALUE
Zoom in function allow customer to imagine how this product look like. Cartier.com provides a
comprehensive view of the product, including image, video and information about the ideas, style and
material of jewelry, and technology in the case of watches. Care recommendation and sizing guide are also
available in Cartier website. Cartier.com also offers user guide to help customers for time setting.
CONVENIENCE
Cartier accepts many forms of credit cards: Visa, MasterCard, American Express, and Discover. Online
shops are available 24/7. Cartier also offers repair and shipping services. Easy return and exchange in
accordance with the return and exchange policy.
COST
Cartier shopping online system is limited for some specific countries. Therefore, customers outline of these
areas are considered to pay for travel costs and time to get the Cartier products. In Vietnam, customers
living in Hochiminh City have to travel in District 1 to purchase from the brand’s chain stores.
In opposite, customers belong to online shopping areas can save budget rising from travel cost and time
spent for product shopping. In the case of return product to stores, customers are no need to pay extra cost
for shipping and some customer care services such as shining, polishing, re-sizing and restoration under
some restriction.
COMMUNICATION
Cartier communicates with their customers through Cartier.com and other popular social media sites,
including Facebook, Pinterest, Twitter, Instagram, Tumblr as well as Youtube. Unfortunately, the brand
does not have live chat function. Customer can gain information about Cartier’s new offers from

newsletter. They also can contact Client Relation Center by email or through phone number 1-800-
CARTIER for more information and recommendation.
COMPUTING
Advanced technology tools are providing for customer.
CUSTOMER FRANCHISE
To build customer franchise, Cartier guarantees that all their products have the perfect quality and under the
great condition. For the timepieces, brand promises to offer watches with durable automatic system, high
fashion taste and before and after purchasing services.
To help customers have a good online shopping experience, Cartier commits to secure all transactions
through the use of the most advanced technology on e -commerce. The guidelines are provided to
customers, which they can follow steps by steps to shopping online. The online orders are confirmed via
email. Customer also can phone directly to the customer care department for more detailed advices.
CUSTOMER CARE
The customer care of Cartier can be reflected through the detailed explanation about delivery, repair,
warranty service, return, refund exchange goods policy, after sale services in both online and offline
shopping and security transactions. Cartier.com also provides detail shopping policies that make customer
easy to follow. In addition, care recommendation, sizing guide and user guide are available on Cartier
website as well.
COMMUNITY
People can share information and comment about Cartier to each other on Facebook, Twitter, Instagram,
Pinterest, Tumblr and Youtube.
CONTENT
The website is the succeed that reflects the value of Cartier brand, which is known as a high-end brand. The
website is presented clearly. The background color predominantly is black and red, which representing the
main idea of the brand is "luxury ". The text size and color mix suitable with the background. Illustration
images for products are arranged very reasonable and in high definition mode. Besides, the website
provides sufficient information about the product (idea, material, color, style, and price) through text or
detail videos. However, the section such as “timepieces” and “jewelry” show less image and need to be add
more. Besides, Cartier shows indoor studio shots rather than real life shots. Therefore, the photographs
illustrating for product is lack of true and natural color.

The stories told in video clips “The founding spirit of the Maison Cartier”, “Cartier, jeweler of king”,
“Cartier, the pioneer in modern watchmaking” and “the panther” will give customers the overview of the
history and periods of brand development. You can find these videos in the section “History and stories” on
the Cartier website.
CUSTOMISATION
Cartier's website allows customers to add product they chose to their wish lists and free to choose
color and size of products while Cartier bridal collection app provides option for customers to customize
their ring. In this app, users can tick a range of selection to identify their preferred ring.
WIREFRAME
The current target market of Cartier is the person who belongs to high class with very high income and
willing to buy expensive fashion items. Those people are looking for luxury, elegant and unique
accessories. For the future, Cartier new strategy is to expand market to young people. Therefore, it is
necessary to build new website for the customer segmented to match with the new customer preferences
and characteristic.
Basically, the new website not only continues to maintain the good characteristic as old one, but come up
with new style and some new application tools. First, the website will be designed in simply style and main
colors used are bright, fresh and natural to make it more familiar to the customer. The content of website is
demonstrated clearly with many illustrations. The navigation tools assist customers to find the latest news
about product and also other promotion information. Importantly, all products are presented in high
distinction photos, which using more outdoor style photos rather than studio photos. Furthermore, the new
customization tool allows users to tick a range of selection to identify their preferred items. It will provide
the natural feeling for customer.
SOCIAL MEDIA POLICY & ONLINE REPUTATION MANAGEMENT METRICS
SOCIAL MEDIA POLICY
You are only permitted to make use of social media in term of the below policy and must adhere to the
following rules. The one who failed to follow may result in your account will be banned permanently.
Further, users who violated will be judged under Cartier's rules or prosecuted follow the law depending on
the seriousness of the violation.
1. Whenever discuss matters related to Cartier Group, always post in the first person and do not forget to

identify yourself and what your role is, also use this following disclaimer “This posting are my own view
and do not necessarily related to the position, strategies and opinions of the Cartier Group and its brand”.
2. Any abusive, obscene, discriminatory, harassing, derogatory or defamatory content are not allowed to
upload or post on the Internet.
3. Do not use company email for private communication or personal purpose, and remember any
anonymous postings on such website Wikipedia can be tracked back.
4. You are totally personal responsible for what your post, upload on blog, social network, wikis or any
other social media. Review the content before posting, and if you still unsure restricted matters related to
the brand, immediately ask [insert position of relevant person such as line manager or HR department.
5. Never and ever disclose any information that is considered confidential, commercially sensitive and anti-
competitive. If you wish to share one or any content within these categories, please immediately inform to
[insert position of relevant person such as line manager or HR department].
6. If you are not an official spokesperson or have any legal approval by Cartier and its brand to do so, you
are not allowed to comment on work-related legal matters. Stay away from discussing any financial topics
such as revenue, upcoming new product or pricing decision.
7. Any information belong to the third-party are required their approval before uploading, posting or
forwarding to other parties.
8. Check any term and condition of websites which you want to link to, and ensure the site permit you to do
so.
9. You must ready and comply the term of use whenever using any social media platform.
10. Do not public negative comment about the brand on social media. If you do, be sure you have strong
evidence. You should always remind that any impact you contributed would make people’s perception
toward the company, not only yourself. If you cause a mistake, immediately admit and correct it.
11.Never react to a discussion or comment when you are emotional, upset or angry, instead come back later
when you are calm down and better manner.
12.Should not escalate hard discussions, instead try to conciliate, respect and quote facts to reduce the heat
as well as correct misrepresentation.
13.You should never post or publish something making you feel uneasy. If you wish to talk about it, at first
please discuss the matter with [insert position of relevant person such as line manager or HR department].
14.Again do not mention colleagues, competitors, customers or suppliers if you do not have their approval.

15.Remain neutral. Avoid discuss any topics would cause inflammatory such as politic or religion related
issues.
16.Share your personal contact detail in caution, avoid public it where are easily be accessed by many
people. In addition, you should not also do the same to anyone else’s contact detail
17.You should also consider privacy of other people, and respect it. Do not share personal information about
staff and client without their permission.
18.Use of material in the website Users can be allowed to use information, images, clips and other materials
from Cartier website for the purpose of education, non commercial, private or domestic use only. Any
actions of sell, exchange, reproduce, distribute, modify for public or commercial purpose will be not
acceptable. Copyright issues, design and trademark legislation have to be respect. Do not use information
and other things that own by Cartier under your name and your account. Please check the permission if you
want to use Cartier information or someone else’s post. The breach will be judged under copyright law,
trademark law, publicity and privacy law.
19.Please ensure any activity online on social media websites should in use or support for your roles, not for
moderation especially during working office hour.
20.Finally, whenever you notice any Cartier-related legal matters on social media by individual or press that
can damage the brand image, please report them to [insert position of relevant person such as line manager
or HR department].
ONLINE REPUTATION MANAGEMENT METRICS
1. GOOGLE PAGERANK
PageRank is an analysis algorithm used by the giant Google’s search engine to measure the relative
importance for companies’ web page/websites. It is one of the most vital metrics for any firms to manage
their online reputation. The metric is used to measure number of inbound links originate from authority
sites. In other word, the company will have higher PageRank as their website has become more popular,
trustworthy and authoritative to online users.
2. BOOKMARKS AND RSS FEEDS
Another good indicator for measuring how much people trust the brand is bookmarks and RSS feeds
metrics. In fact, people tend to bookmark a page they like or simply find it useful as a reason for them to
keep visiting. In addition, RSS feeds are measures of subscribed users to website information update or
content. High bookmark and RSS feeds indicate better reputation the site is and more people looking

forward for its update and content.
3. REVIEWS TRACKING
User-generated content is properly one of the best methods to gather information about the degree of how
much people like the website. Having a following on Facebook or Twitter might not enough to express
user’s impression about the brand. At that case, user’s share, response and comment will help the firms
measure the level of customer’s attention and satisfaction with the brand.
Obviously, people tend to give good reviews with high stars/store, more shared photos, word of praise for
what they like on the site. On the other hand, bad reviews are given through complaints, accusation by
online users. Therefore, review tracking is good way for indicating the level of website reputation.
4. SOCIAL NETWORK INFLUENCE
Nowadays, business or brand usually active on social media site such as Facebook, Twitter etc. These are
also good measurements for how influential your social networks are. By taking in account number of
“like” or “follow” on the network, the company are able to know how many people willing to join their
community and attach them to the brand. High number of “like” in Facebook and “follow” via Twitter
show much positive perspectives of people toward the site.
5. REPEAT WEBSITE VISITS
How many time a rational online user revisit the company websites or blogs? This information is a key
metric for measuring how much online reputation the brand is. Though, the indication can be done by
attaching analytics tools on the site itself. In fact, if a regular person likes something on the website they
would properly come back sometimes. Otherwise, he/she may decide never visit the site again.
BLOGGER COLLABORATION
WHO/HOW AND WHY
Kristina Bazan the founder of Kayture (Kayture.com) will be the Cartier’s international collaborated
blogger. 20 years old, but Bazan is known as a professional fashionista. She has had the opportunity to sit
in the front row of the VIP of Fashion Week in London, New York, Paris or Milan, and also many big
brands' events, such as Elie SABB, Prada, Yves Saint Laurent, Armani, Michael Kors, Hugo Boss and
Lancome. Casual and elegant fashion style come along with perfect beauty make her suitable for image
"luxury" of Cartier. Besides, Bazan's style, which are fresh, charm and feminine, perfectly suited to the
new marketing campaign aimed at Cartier customer segmentation of aged 20-30 with designs from
platinum and diamonds.

Once started working with Cartier, Kristina will be asked to create a new category, which introduces and
describes her collaboration with the brand. This category is also home to update the latest information of
products, express strong interaction of Kristine with the products through articles and photography.
Cartier will also provide a new domain site on Kayture for people interested in the brand. Viewers can
click on this address to order, find information about price, size, material, style, or want to be a part of
this collaboration. Viewers click the link on the blog will be required to provide their personal
information by email. Cartier will set up a special program is that within a week, the orders came from
the blog will enjoy free shippment and recceive a special gift from Cartier.
PRODUCTS
Cartier will launch a new collection of jewelry based on two the ideas of "snow princess" and "sunshine
princess". Material used is of platinum, gold and white diamonds. The designs of snowflakes and tears
are used. This collection will provides customers the feeling of soft, elegant and refined. Kristine will
also be asked to design a card based on same topic. This card will be attached to the box as a gift for
customers who are follower of the blog.
SERVICES
Cartier offers a secure and effective online shopping experience by using the advanced technology of e
commerce. Brand commits about high quality of products and services, and ensures that orders are
processed correctly in right time. The orders came from blog Kayture not only be processed in high
standard, it also will have the opportunity to enjoy the special privileges from the brand.
TIMING
From 1
st
July 31
st
September
Timeline Detailed activities
From 1
st
July to
7

th
July
Kristine can free to select any Cartier product she wants and Cartier will ship it to
her.
From 7
th
July to
14
st
August
Kristine wears the jewellery and start upload her photos on her blog with 5 to 7 days.
These photos can be a part of her street style fashion or high fashion photography.
However, it will contain Cartier product.
From 14
st
August
to 20
th
August
Cartier starts to launch the campaign introducing the new collection with Kristine as
spoken person by provide new domain site on her blog. She will appear in Cartier
online catalog.
Kristine is asked to design the card.
From 20
th
August
to
23th August
Cartier invites Kristine to come to their headquarters in Paris. She also is VIP in
Cartier introduced event for the collection.

From 23th August
to 1
st
September
Kristine post her though about the event and the coloration with Cartier
MARKETING COLLATERAL TO USE
- Boxes are specifically designed for the collection, which are inspired from the snow and the sun
- 1 online catalogue with Kristine Bazan as a model for collection.
- 1 video
- A Kristine look book about her fashion style collaborate with Cartier products
OFFLINE ELEMENTS
The artist of the Cartier will show her the work of jewellery manufacturing. Marketing department will
give her the comprehensive though of collection and its campaign. Kristine will become VIP at the event.
After that, she will be asked to share her thought about the event on her blog. The photos taken during the
event will be public on the blog as well as other social media.
REQUIREMENTS/EXPECTATIONS
Cartier has always been known as a high-end fashion brands. Due to expensive cost of products, the
potential customers segment is the upper class people.
This partnership is a new strategy to expand the market segment. In this case, Kristine is a great choice.
Her style aimed at young people aged 18-30. Her image is always associated with elegance, grace and
femininity. Two contradictory images "hot" and "cold" will help customers easily select the appropriate
style for them self. As a result, the sales of Cartier new collection will increase.
MOBILE APPLICATION
CARTIER TIME ART APP
Over a century, Cartier watches are full of creativity and excellence. Their secret of watchmaking arts are
not usually revealed to the public until now. This Cartier Time Arts application is created for the purpose
of exploding the mystery behind each Cartier watch. Thus, loyal customers now can add this mobile app
for discovering Cartier’s digital features which has never been seen before.
The mobile application is accessible in IOS, Android and Window phone operations. The layout will use
silver and black as main theme colors because these colors distingue how elegant and luxury the brand is.

SOCIAL MEDIA CAMPAIGN
Recently, social media take a vital
role in reputation building for most
business brands, and Cartier is not
an exception. For years, Cartier
has launched number of media
campaign for building better brand
image. This year, the French
luxury brand has unveiled its latest
campaign, Time Path for Success which working around its new arrival Time Path watch model.
Customers upload their two photos on Cartier website to participate in the campaign. The photos have to
include the most recent one with Cartier product (jewellery or watches), while other photo may be taken a
long time ago. Then, Cartier marketing department will use 4 weeks’ time to analysis the best photos and
identify the winners who will receive the latest watch model Time Path for free. The purpose of the
campaign is to encourage more people to interact with the brand as well as realize the brand has taken
place along with their success path. Thus, it also helps to improve brand awareness and build customer
loyalty.
The brand will deliver message via vary media channel such as Facebook, Google +, Twitter, LinkedIn
and Pinterest. The image about the campaign will be posted on social media online, which is linked to
Cartier website where the customer can look for detail information. He/she then have to upload their own
pictures along with their name, address, and contact detail. The key matric for this social media campaign
are mostly Facebook likes & shares, Twitter followers, Google + Circle add/followers, LinkedIn
discussions, and Pinterest pins & follows etc. In addition, Kred and Klout score can also be a useful
metric to measure the degree of influence of the campaign.
PRESS RELEASE
CARTIER’S LATEST WATCH MODEL is now in reach for FREE!!!
Time Path, the latest watch model of Cartier will be rewarded for winners of our new campaign.
“Cartier is a pioneer in watchmaking style, expertly blending boldness, passion and elegance. In
addition to creating the first wristwatch, Cartier also revolutionized watchmaking design in the early
years of the last century with the rectangular dial. Cartier timepieces are the mechanics of passion, a

fusion of cutting-edge technology and character” Cartier 2014.
From 20th September till 20th October 2014, Cartier customer will have chance to win the latest watch
model Time Path by sharing their 2 two photos from two different time scales. Customers are required to
ware any of Cartier’s product in the first photo taken, the second one should be an old photo taken long
time ago. Participators can also to share their experience, story about their success. Customers can post
photos via our Cartier homepage, social media network, email or even hard copy through post office. The
contest will close in 20th October and take 10 more days to indicate 5 best winners. The winners will be
invited to our event in White Palace in 1st October 2014 where they will receive the TIME PATH.
For further detail

SEARCH ENGINE OPTIMIZATION (SEO)
SEO is the process of getting visibility of website or webpage from the free, organic, editorial or natural
search results on search engines. There are major search engines such as Google, Bing and Yahoo which
usually show web pages and other online content based on their relevance result. Indeed, the more
frequently a site appears in the search list, the more visitors will receive it for the search result from their
search engines. SEO may involve editing website content, HTML and associated coding in order to
increase its relevance to specific keywords as well as increase its chance to appear on the search result list
of the search engines.
Cartier has a strong SEO because their keywords are short, unique and memorable. Further, their web
page are frequently updated to ensure its content contain the most current keywords. Additionally, Cartier
also has great off-page SEO by generating return of existing inbound links.
The below keywords are received by research on competitors and target customer point of views.
Specific key word list for Cartier brand: Cartier, the Maison, luxury, fine watch, jewellery, timepiece etc.
Specific key word list for social media campaign Time Path for Success: Cartier campaign, Time Path,
photos campaign, loyalty, timepiece, fine watch, latest watch model, time, path to success, path for
success, Cartier watches etc.
AUGMENTED REALITY (AR)
AR is a technology enriching the real life with digital media such as a 3D screen, video and other camera
view of smartphone, tablet, PC and other high-tech devices. There are different purposes of applying AR
for the business brand but mostly to encourage more sales. Cartier is totally able to implement this

technology for their business.
AR can be applied by creating a mobile app which interacted with GPS system. The implementation of
the app is very useful for customers especially tourists, immigrations to find closest Cartier stores. The
concept of this application has proven their success in other business brand such as the giant Google
Maps app. This creative technology is not only help customer to easily interact with local store, but has
further advantages over competitors on sales volume.
NEWSLETTER