NYC - Rockfeller Center Christmas Tree Lighing, November 30, 2010.

Unveiling of Rockefeller Center Christmas Tree Star

Glamorous

iPhone 4 Swarovski Gold & Platinum Edition

I just want to share pictures of what Swarovski can do...From normal to glamorous :)
Talking about cobranding!

Louboutin Swarovski Shoes

Mercedes Benz SL600 studded with thousands of Swarovski crystals

Swarovski-Mercedes-Keys

   

Week 12 - Customer Relationship Managment

   

     Swarovski as any other company values its customers and the information they provide. Part of the online shopping on swarovski.com includes submitting your personal information like name, address, and credit card number. Everyone has a bad experience with unwanted calls from an unknown company, and you keep wondering where they get your personal information from. Swarovski in its privacy policy ensures that they don't share your data with the third party. If you look at the privacy policy of the company on ihttp://www.swarovski.com/Web_US/en/dataprotection it says that "We will use personal data which you submit to us through the Website/Online Shop (including in relation to your purchase agreement) only to enable you to make a purchase of our goods, in relation to any purchase agreement you enter into with us, for market research to improve our website and our product range, to keep you informed about our market activities and goods and services, and delegate to a third party the task of carrying out repair, logistical, or other tasks. The data will not be passed on to any other third parties outside the Swarovski group in a manner in which it could be used to identify you without us notifying you and obtaining your prior consent."

    The popularity of e-commerce and customer data selection has alarmed privacy-minded customers. Nobody wants to get "spammed" after registering on a website to make a purchase.  I am an active Swarovski member, and from my personnel experience I only get emails that deal with their product and me. I can tell that the company has a good customer relationship management and how they research the information I have provided. For example,I always get email on a new collection of crystal animals, because I have bought couple of them. So the company knows that specifically that kind of product  does interest me.  Also, I am a frequent buyer at Swarovski thus I am loyal. The loyalty program rewards loyal customers by giving a small free crystal animal after getting a certain amount of points.  They always thank you for my purchases, and tell me that I am important therefore they create a long-term relationship with me. All these is a part of CRM marketing database and the way the company gains profit, revenue and customer satisfaction by focusing on highly defined and precise customer group.

Week 11 - Integrated Marketing Communication

The Power of Social Networks in Marketing

     Swarovski is named to be one of the best 10 fashion  brands online by L2 Digital IQ Index and it's not a surprise. The company uses all online and offline elements in its promotion. Social Networks like Facebook, Twitter and Youtube are used in Swarovski's benefit. The good example of it would be Swarovski's 2010 Campaign "22 Ways to Say Black," where 100% of the proceeds went to the American Cancer Society and La Ligue Contre le Cancer in France.

    So how Swarovski used the social network in its favor? The company spent tremendous amount of effort and resources to be internationally present during the event. "22 Ways To Say Black" campaign was posted on Facebook, Twitter, Youtube and Swarovski Elements website. It helped to invite high profile influencers and celebrities to participate. Designers including Riccardo Tisci for Givenchy, Alber Elbaz for Lanvin, Thakoon, Gianfranco Ferré, Valentino and Philip Lim were all challenged to create their interpretation of the little black dress using Swarovski Elements in their designs. The result was an absolutely stunning collection of 22 dresses that commanded an excess of $100,000 for charity in a single evening. 

     Swarovski understands the big influence of social networks on people. It gives voice, credibility and connections to the company. Lila Thibault, Senior Segment Manager at Swarovski says that      Facebook.com/Swarovski has 565,000 followers, Facebook.com/swarovskielements has 18,000 followers and they have more than 3,000 on Twitter.  

Youtube as a part of Social Network - 22 Ways to Say Black - Exhibition

Week 11 - Additional Info for Chapter 10

Cobranding

     Cobranding is a very big thing for Swarovski. The company works with big brands like Mercedes Benz, Samsung, iPhone and etc. Since I have Samsung Galaxy phone, the article about Samsung Tab and Swarovski caught my eye. It is a new Galaxy Tab by Samsung that came out in UK called Samsung Galaxy Tab Blink-Blink. The entire body of the Tab is covered with crystals which makes it elegant and luxury. The price for the Blink Blink is 5700 pounds, but UK store Harrods offers it for 2700 pounds. Each crystal is claimed to be installed directly by hand to ensure the perfect location. “Samsung Galaxy Tab Blink-blink designed combines luxury with outstanding product features, such as processor 1GHz, Android 2.2, camera and TFT-LCD 7 Inch,” Said by Harrods. 

Week 10 - Product Concept

Swarovki's Swan

          

     

       The major part in the success of any business or consumer product plays the ability of target market's ability to distinguish one product from another. Swarovkski's logo Swan will be an excellent example of that. It represents the company throughout the world and differentiates it from competitor's product. So what the story behind the Swan...

      All in all Swarovski had three logos throughout over hundred years of history. The very first logo Swarovski had was an edelweiss flower. It comes from the origin of the company or to be more exact, from the place it comes from. Swarovski was founded in Austria and according to the old German legend, the edelweiss flower is a symbol of love, bravery, strength, and dedication. It helped to build the company and distinguish its product from others. It is also known as "Flower of Emperors and Kings."   

       The second logo Swarovski used was S.A.L that stood for Swarovski America Ltd. In 1977 Swarovski besides cutting crystal started to make their own jewelry. The edelweiss flower was unrecognizable to then consumers at that time, so it was changed by S.A.L. Those letters were printed on the every piece of jewelry till 1988. That year of 1988 was a breaking point for the company. It created a logo that still represents the company all over the world. The Swan logo stands for elegance, style and beauty, things that describe perfectly the Swarovski label. The same things that can be used to describe the products from this amazing company. Now, Swarovski tends to phase out the swan in favor of simply the Swarovski name.

Packaging 

     

              Today, packaging is important not only for practical and promotional functions, but it can also guarantee that the real Swarovski product will be presented to a consumer. Being a very well known and successful company, Swarovski has many competitors that try to imitate its product. That's why it is very important for the company to make special packaging that will help to differentiate its product. The package is always sealed and well-branded. The newest Swarovski bulk packaging is sealed with an authenticated silver toned hologram saying "SWAROVSKI ELEMENTS." It also includes the certificate of authenticity. The color of the box is always blue with the Swan logo on it.

 

Week 5 - Additional Informarmation for Chapter 5 about Global Vision

      Swarovski is a very innovative company and in the context of global marketing it's a very big plus. It created absolutely beautiful animal figures using small pieces of crystal that present different countries. It is very flattering for the people of those countries and gives a pride to the company. Swarovski invented the product that can be appealing either abroad or on the local market but anyway it will bring the profit and promote the company. It is important that Swarovski understands that going globally doesn't only mean taking the same product and sale it everywhere, but inventing a new product for a new market emphasizing the beauty of the country.

Swarovski "Christmas 08" Collection-Movie

Week 9 - Sales Promotion and Personal Selling

Swarovski's Christmas Promotion

         Christmas is the biggest and one of the most popular holidays in the United States and throughout the world. It brings families and friends together to share a joy of the holiday spirit, exchange gifts and enjoy the company of each other. Christmas is the best time for sales business and marketing. Companies have very high sales numbers due to promotions that help to make immediate purchases with coupons, rebates, and premiums. Swarovski is not an exclusion. This year the company promotes beautiful crystal and silver ornaments that can be part of any Christmas tree in every house.

Swarovski's ornaments can be seen in every retail store now. The company executes point-of-purchase promotion that is display set up. The ornaments are located at the front window so everyone that passes the store looks at the product. It's very hard not to notice the stunning crystal Christmas tree decorations on a silver toned metallic tag and is hung on the white satin band. There is a choice for everyone- from shining stars to cute crystal red stockings, from elegant sparkling candles to charming rocking snowman. Every year Swarovski helps to solve one of the biggest problems before holidays "what to buy." All these helps to induce impulse buying, to create sale and make a profit.

   One of the tools for consumer sales promotion Swarovski uses is premiums. In addition to the purchase, the company gives free gift bag, a ribbon and a personalized greeting card. It gives a customer special Swarovski's gift service with no extra cost. A present will have a unique and personalized touch. Swarovski also promotes itself throughout the world by giving a free star ornament for those who spends a certain amount of money online. Every country has its own price range, but in the USA an online shopper has to spend $160.