Product details

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Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2017
Version: 2017-10-31
Length: 10 pages
Data source: Published sources

Abstract

In 2017, the next generation of consumers that were poised to become engaged to be married-millennials-showed different preferences and consumption patterns than previous generations had shown. In response, the De Beers Group of Companies (De Beers), a leading company within the global diamond industry, was making moves to capture this important market. In partnership with the world's six other leading diamond companies, known collectively as the Diamond Producers Association, De Beers launched a campaign titled 'Real is Rare' with the goal of persuading millennials into believing that diamonds were an important symbol of romantic commitment, even in 2017. Would these marketing endeavours be successful in changing the millennial mindset, or would the campaign fall flat? Would diamond engagement rings continue to be the ultimate symbol of commitment? What could De Beers do to encourage sales of diamonds in a changing world?
Industry:
Size:
Large
Other setting(s):
2017

About

Abstract

In 2017, the next generation of consumers that were poised to become engaged to be married-millennials-showed different preferences and consumption patterns than previous generations had shown. In response, the De Beers Group of Companies (De Beers), a leading company within the global diamond industry, was making moves to capture this important market. In partnership with the world's six other leading diamond companies, known collectively as the Diamond Producers Association, De Beers launched a campaign titled 'Real is Rare' with the goal of persuading millennials into believing that diamonds were an important symbol of romantic commitment, even in 2017. Would these marketing endeavours be successful in changing the millennial mindset, or would the campaign fall flat? Would diamond engagement rings continue to be the ultimate symbol of commitment? What could De Beers do to encourage sales of diamonds in a changing world?

Settings

Industry:
Size:
Large
Other setting(s):
2017

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