What I think about you?

Luxury jewelry market is highly competitive and one of the tricks to survive in this hostile environment is to have a good positioning strategy. Since we analyze the Bulgari and Chopard, let’s have a look at their recent positioning strategies, using the 4 C’s model, more specifically at the following elements: clarity, compelling, credibility and contrasting.

Bulgari and Chopard worked hard to establish and gain a specific place in the customers’ minds and hearts. Of course both brands are offering jewelries, they are considered luxury and glamorous; however at the core they are totally different. 

Having closer look at the each brand we will see that consumers have a distinguished and accurate idea about each brand which is emphasized in their products, in their ads, in their communication.

When a consumer thinks about Bulgari, his/her mind automatically flips images of Mediterranean culture, the Italian heritage, classicality, refinery, nobility and womanhood. Having a look at various Bulgari collections and advertisements, one will see that they put more emphasis on the jewelries’ shapes, metal used, on the brands heritage, on the simple but at the same time sophisticated style. The consumer involuntary associates, the brand and themselves, with graceful, successful and strong women, cultivated flirt, style, control and power. 

Chopard on the other hand sends a totally different message and evokes totally different responses from its consumers. When thinking about Chopard the first thing that comes to their minds is the watch - the Swiss heritage and mechanism, the quality and precision.  Looking at their various collections one will see that the brand puts emphasis on the precision, stone used, on the fashion and luxury. Here the consumer doesn’t have a specific gender in mind, since the brand sends masculine and feminine vibes, however in their mind the brand is very strong, but in the same time daring and fashionable, it evokes open flirt and determination.

  

Both brands try to be compelling to their audience and are definitely trying to put themselves apart from their competitors. After analyzing the brands’ jewelries and communication, the consumer will comes to the following conclusions: Where Bulgari is more like Carla Bruni, Chopars is trying to be more like Erin Heatherton; Where Bulgari targets women from their 30s, Chopard is trying to get the consumers from their 20s; where Bulgari audience was and is classic-style oriented women, the Chopard expands their target market, which consists of young fashion-oriented women.

Both brands do target men as well, however where Bulgary tries to send the message of a classic, powerful sexy and sure of himself man, Chopard send the message of elegance, power, passion and charm. 

The role of any positioning strategy is to get the unforgettable views about each specific brand in the audience’s mind and jugging by our finding both companies are successful in their attempts. 

TP

Sources:

1. https://www.facebook.com/Bulgari

2. https://www.facebook.com/Chopard

3. http://www.youtube.com/watch?v=xbc6GRiMS6k

4. http://www.youtube.com/watch?v=q_s6lpSczMc

5. http://www.youtube.com/watch?v=LFzxTzCDtes

6. http://www.youtube.com/watch?v=amQ8QCKJwRE

7. http://www.youtube.com/watch?v=gJ9s8Usel4A

8. http://www.chopard.com/

9. http://diary.chopard.com/

10.http://fr.bulgari.com/