Description
SWOT ANALYSIS OF DE BEERS
De Beers
Parent Company
De Beers Group
Category
Jewellery and Diamonds
Sector
Lifestyle and Retail
Tagline/ Slogan
Diamonds are forever
USP
One of the biggest diamond brands in the world STP
Segment
Women who love diamond jewellery
Target Group
Urban women premium and upper class
Positioning
Diamonds are a special gift which last forever SWOT Analysis
1. De Beers employs approximately 20,000 people around the world 2. It is one of the biggest companies in the diamond industry, mining, trading and manufacturing 3. Offers premium diamond jewelry which include necklaces, rings, bracelets, gifts etc through 50 exclusive stores globally 4. Strong brand name and brand equity globally 5. De Beers is known for its association with international celebrities as brand ambassadors 6. Excellent branding and marketing making it a top-of-the-mind Strength brand
1. Strong competition from other brands means limited market share growth 2. Preference of people choosing gold over diamond, making it a Weakness premium product for occasions
1. It can increase its presence in global markets 2. Acquisition of smaller businesses to increase brand position and reach Opportunity 3. Tie-ups with corporate and business partners
1. Trends change quickly, hence innovations and R&D are investments 2. Economic fluctuations mean people decrease their spending Threats 3. Govt policies, taxes etc also affect the premium jewellery segment Competition
1.Tanishq 2.Nakshatra 3.Ddamas 4. Tiffany and Co Competitors 5. Leviev
doc_884403792.docx
SWOT ANALYSIS OF DE BEERS
De Beers
Parent Company
De Beers Group
Category
Jewellery and Diamonds
Sector
Lifestyle and Retail
Tagline/ Slogan
Diamonds are forever
USP
One of the biggest diamond brands in the world STP
Segment
Women who love diamond jewellery
Target Group
Urban women premium and upper class
Positioning
Diamonds are a special gift which last forever SWOT Analysis
1. De Beers employs approximately 20,000 people around the world 2. It is one of the biggest companies in the diamond industry, mining, trading and manufacturing 3. Offers premium diamond jewelry which include necklaces, rings, bracelets, gifts etc through 50 exclusive stores globally 4. Strong brand name and brand equity globally 5. De Beers is known for its association with international celebrities as brand ambassadors 6. Excellent branding and marketing making it a top-of-the-mind Strength brand
1. Strong competition from other brands means limited market share growth 2. Preference of people choosing gold over diamond, making it a Weakness premium product for occasions
1. It can increase its presence in global markets 2. Acquisition of smaller businesses to increase brand position and reach Opportunity 3. Tie-ups with corporate and business partners
1. Trends change quickly, hence innovations and R&D are investments 2. Economic fluctuations mean people decrease their spending Threats 3. Govt policies, taxes etc also affect the premium jewellery segment Competition
1.Tanishq 2.Nakshatra 3.Ddamas 4. Tiffany and Co Competitors 5. Leviev
doc_884403792.docx