MARKETING

PRESENTATION
ON

-BY
SHRISTI SANJIVANI PATEL
 INTRODUCTION
• Swarovski is an Austrian producer of crystal headquartered in Wattens,
Austria.
• The company is split into three major industry areas: the Swarovski Crystal
Business, that primarily produces crystal jewelry and accessories; Swarovski
Optik, which produces optical instruments such
as telescopes and binoculars; Tyrolit, a leading manufacturer of grinding,
sawing, drilling, and dressing tools, as well as a supplier of tools and
machines.

• Type: Private
• Industry: Fashion, Crystal, Jewellery
• Founded: 1895
• Founders: Daniel Swarovski
Armand Kosman
Franz Weis
• Headquarters: Wattens, Austria
 HISTORY
• Daniel Swarovski was born in northern Bohemia (now the Czech
Republic. His father was a glass cutter and owned a small glass
factory. It was there that the young Swarovski served
an apprenticeship, becoming skilled in the art of glass-cutting. In
1892 he patented an electric cutting machine that facilitated the
production of crystal glass.
• In 1895, Swarovski, financier Armand Kosman, and Franz Weis
founded the Swarovski company, originally known as A.
Kosmann, D. Swarovski & Co. and shortened to KS & Co. 
• In 1919, Swarovski founded Tyrolit.
• In 1935, Swarovski led to the launch of Swarovski Optik. 
• In 1977, Swarovski entered the jewelry market in the United
States.
 VISION AND MISSION STATEMENT
 

Swarovski has the following four vision statements:-

• We are Passionate
• We are Customer Obsessed
• We Restlessly Innovate
• We are Collaborative and Respectful

• Our Mission is to create an interactive environment, both on line and in store

where world class friendly customer service is paramount.  We work effectively
and efficiently to bring you up to the minute news on trends and fashion.  We
make accessible sparkle, glamour and uncompromising quality at a very
 SWOT ANALYSIS
STRENGTHS
• Strong annual turnover and financial
position
• Strong brand presence and visibility
• Strong direct selling strategy
• Craftsmanship
• 1200+ own operated Swarovski
beauty and1000 partner operated
boutiques 
• OPPORTUNITIES
• To create a brand identity by
collaborating with PR activities
Create a brand which increase a sense of
loyalty amongst consumers
• Needs a right brand communication
• Expansion in retail outlets
• Room for more product categories to
be sold by the brand
WEAKNESSES
• Despite strong brand, tough
competition from unorganized sector
means limited market share
• Needs to enhance visibility by more
advertising to make it a top of the mind
recall brand
• Repetitive product design
THREATS
• Cheaper manufacturer in China
Up coming fashion and changing trends
Low interest of people in crystal stones
as investments
• Downturn in economy
• Saturated market
• Competitors- Van  clef and Arpels;
Cartier; Chopard
 STRATEGIC PLAN

• GOALS- “a diamond for everyone”

• DESIRED OUTCOMES- high sales and high profit; brand awareness;
long term customer relationship
• STRATEGIES - innovate; collaborate; maintain tradition; multi-faceted
business
• MEASURES AND TARGETS- situational analysis; competitive
advantage; STP
• RESULTS - positive outcomes; negative outcomes
 MARKETING PLANS

• Multi-faceted is a word that constantly related to Swarovski, not only to the

properties of their cut crystal but also to the diversity of their business.
• Demographic factor is very important in marketing. Swarovski Jewellery bases most
of its market on women of age 25 and above by creating bridal, business, classical
and sophisticated collections.
• One of the biggest Swarovski’s market target today is fashion industry. Swarovski
called upon some of the fashion names the company had already been doing
business with for years, as well as some new names, and made them offers they
could not refuse. Designers would be supplied with free crystal to be integrated into
their work as they saw fit. All the designers had to do was say that these crystals
 SEGMENTATION, TARGETTING AND
POSITIONING

• Swarovski Crystals target market is women of any nationality from

the ages of 20-40, who are into the latest fashionable trends.
• The main product in Swarovski are crystals thus the income is set to a
high standard which may mean a lower class young woman will not
be able to buy the products.
• The positioning of Swarovski Crystals can be seen as a productive
strategy. The crystals which are the main products sold, attract
consumers because of the shine they bring, genuinely looking sparkly.
 PRODUCT STRATEGY

• In order to attract more consumer groups, Swarovski designers have

chosen outstanding women of different consumer groups according
to the design of crystal ornaments. At the same time, more slowly to
the designer Swarovski crystal adds a bold design and watches in the
clothing design. 
• White crystal: pure and transparent
• Yellow crystals: the main side wealth
• Rose Quartz: Also known as Crystal Lotus (love crystal)
• Black crystal: Eliminate karma, evil, prayer; eliminate symptoms of
illness, all the characteristics of stable and practical.
 PRICING STRATEGIES

• Price is the sum of the value of the consumer or used

products or services the exchange of interests. There are
several factors in setting prices. Value of worth the price?
That customers can afford?
• The company should refer to their business target market.
For example, the company’s target market of consumer’s
monthly income is less than RM1000, consumers may not
 PLACE STRATEGIES

• Swarovski selection in the large department store for sales.

• First, because of the large shopping centres have a strong
consumer groups.
• Second, the choice of shopping malls as more consumers can
better ensures product quality.
• The third point, usually in large shopping mall consumers will
notice the unique crystal products. Because the texture of
sparkling crystal, plus interior decoration, Swarovski store
there will be a service so that consumers feel at home
 PROMOTION STRATEGIES

• Multi- faceted business

• Collaborating with fashion industry
• Festive season offers
• For example- In the annual celebration of Swarovski, the
company will be able to repay the majority of consumers with
some promotional crystal products. At the promotion times,
you also can get a present which is depend on your how many
you purchase at the shop.
 MARKET SHARE ANALYSIS

• In 2012, the company recorded a global annual turnover

of 2.4 billion euros, distributing its products throughout
nearly 170 countries, and employing more than 25,000
people across the world. 
• Today, Swarovski Crystal Business is the highest grossing
business unit with a global reach of approximately 2,800
stores in around 170 countries, more than 27,000 employees,
and a revenue of about 2.6 billion euros (in 2016).
• Today, Swarovski is the third largest global jewelry brand and
 CORPORATE SOCIAL RESPONSIBILITY

• Establishing Crystal Industry Benchmarks: state-of-the-art

crystal products, techniques and methodology: One such is
Platinum Pro foiling.
• Sustainability: Product safety, environmental sustainability, and
corporate responsibility, Swarovski Advanced Crystal formula:
as a virtually lead-free crystal composition,
• Exceptional Service: Product Creation
Sell Out
Customer Engagement 
 CONCLUSION
• Swarovski is synonymous with sparkle and is a brand that encapsulates many
different facets from tradition through to avant-garde, glamour and trend.
• This is a company that has asserted its position as a major economic player
and continues to be a key style influencer in the fashion jewelry, and lifestyle
industries. 
• Nowadays the technology developing is very fast, and more luxury goods to
the general consumer base in the acceptance. Swarovski, It is in pursuit of
the perfect crystal products only in accordance with market demand to
satisfy the consumer demand for crystal. Man-made Swarovski crystal is the
most prominent representative of the Swarovski with market research to
meet the needs of women of different ages.
• Swarovski focus on high quality products, on their own time in the
production of crystal ornaments before the stringent requirements laid a
famous high quality products today. So, until today there are still many
consumers appreciate the high quality of Swarovski products without the
expensive price to buy flower lovers