The Art of Communication

Nowadays clients become more and more demanding in terms of brand profile, craftsmanship and service. It is crucial for brands to connect with customers and to build loyalty to their brand. 

Let’s have a look at ways how Bvlgari and Chopard use different communication strategies in order to interact with people.

Advertising Strategy: 

• Advertising campaigns

Bvlgari:

Chopard:

• Presentation of collections
• Sponsorship events 

Flagship store windows:

In this type of strategy the main goals are:

• To enhance the shopping experience
• To attract attention by using unique elements and design 

Bvlgari flagship stores:

Location: Italy, Rome

Location: China, Hong Kong

Chopard flagship store:

Location: Switzerland, Geneva

Location: Italy, Milan

Location: Switzerland, St. Moritz

Soft Sales Strategy

Chopard: 

• 4 years of the main high jewelry collection premier on the red carpet
• Showcasing of jewelry
• Sales are secured at any time of the day or night
• Sales force take high-end clients to the film festival

Digital Strategies

Applications

Bvlgari applications:

• Celebrating The B.Zero1 Collection
• Bvlgari Retroperspective (Based on the Bvlgari exhibition in Shanghai, February 17 to April 17, 2012 about Bvlgari and its design development)

You can see the design of applications below. The apps represent the history and collections of the brand. As Bvlgari has high interaction in digital media with its potential and real consumers, mentioned apps are popular among people.

Chopard applications:

• Happy Moments

The main goal of application is connection with customers and promotion of its Happy Diamonds collection. First, people watch video about Happy Diamonds collection. After, they can take or download a photo, use filters similar to Instagram. Then, consumers have to choose a ‘moment of happiness’ caption and send photo via social media or mobile network. Thus, it is a way to share emotions and to build emotional connection with consumers. However, this application was criticized for the lack of functionality.

Social Media

Bvlgari in social media: 

Chopard in social media: 

Social media has a great impact on the performance of the companies. A lot of social networks were observed and I came out with the result that Bvlgari has higher interaction with social media users. On the example of Instagram it can be seen that bigger amount of posts doesn't mean higher amount of followers as pictures posted by Bvlgari represent not only products, but also events and share of emotions.

Finally, I would like to mention that marketing communication strategies influence on the relationship between company and its consumers and helps to increase brand awareness. With the help of mentioned strategies, it is possible to reach as many potential customers as possible and build brand image. 

Alina Bieglova

Sources:

http://www.luxurydaily.com/chopard-goes-for-brand-retention-with-happy-moments-app/

http://www.ft.com/cms/s/0/a8167b94-91fe-11e0-b8c1-00144feab49a.html

http://www.jetgala.com/story_201108_04-Luxe-The-House-of-Bulgari.html

http://www.europastar.com/news/1004086025-bulgari-assets-totalling-eur46-million-seized-in.html#.Up4ovtKsim4

http://www.globalblue.com/destinations/switzerland/geneva/chopard-updates-flagship-boutique/

http://diary.chopard.com/a-new-face-for-chopard-boutique-in-geneva

http://www.ft.com/cms/s/0/a8167b94-91fe-11e0-b8c1-00144feab49a.html

https://www.facebook.com/Bulgari?fref=ts

https://www.facebook.com/Chopard?fref=ts

http://files.investis.com/bulgarigroup/presentations/2010/2010-07-21/db-conf-june10.pdf

http://www.thegloss.com/2013/05/18/fashion/chopard-jewelry-stolen-at-cannes/

http://megafilmfactory.com/advertising/chopard/peter-lindbergh---gwineth-paltrow.html
http://www.luxury-insider.com/luxury-news/2011/05/star-spotting-chopard-on-the-cannes-red-carpet