Indian Luxury Market size by Value •USD 4.76 Billion (2009)•CAGR 13% (2007-2009)

Indian Luxury Product Market by Value •USD 1.5 Billion (2009)•CAGR 15% Approx. (Across Product Categories)

Indian Luxury Watch Market •USD 1,66 Million (2008)•20% Growth per annum (Approx)•USD 1,99 Million (2009) (Approx)

Industry Overview

Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII – A.T. Kearney Report, October 2010

Luxury Watches

Haute Horlogerie

Audemars Piguet,

Blancpain, Breguet, Girard-

Perregaux, IWC,

Jaeger-LeCoultre,

Patek Philippe, Vacheron

Constantin, Franck Muller, Zenith

Women’s / Jewelry

Bvlgari, Cartier,

Chopard, Piaget 

Prestige

Breitling, Hublot, Omega,

Rolex, Tag Heuer

High Range

Baume & Mercier,

Ebel, Longines,

Montblanc, Raymond Weil, Rado

Market Segmentation

Criteria: High Dollar Value (Price) and Brand Specialty

Source: Watch Market Review, February 2010

The Indian law states that single-brand foreign retailers are permitted to invest up to 51 percent in a joint venture with a local firm. Richemont had recently forwarded its FDI proposal to set up the Cartier joint venture with its Indian partner Navratna Bharat Retail Pvt. Ltd., at Rs.20 Lakh ($50,000) investment.

Regulatory Law

While Launching in India, Cartier (Richemont Group) had to abide by the following regulation:

Source: Diamond World, 2008

Marketing Objective

•20% for the year 2011-2012•Up from 5% from the year 2009-2010

Growth Rate

•6% for the year 2011-2012 (Approx)•Up from an approx 5 % for the year 2009-2010

Market Share

•Extend network beyond Delhi-Mumbai and open in cities such as Chennai, Bangalore, and select Tier 2 cities by 2012

Distribution Network

The Objective is to Achieve:

Source: Watch Market Review, September 2009

Luxury is Indulgence

Luxury is Reward

Luxury is Functional

Consumer Segmentation

Source: Experiential Luxury Report ,SRI Consulting Business Intelligence, 2008

Consumer Demographics

Age:30-45 yrs

IncomeM.H.I: INR 25 Lakh

Onwards

Occupation: Medium Size

Entrepreneur Owners, Traditionally wealthy families and Large

Industrialists , Senior Corporate Executives

Location: Delhi, Mumbai,

Bangalore, Chennai, Ludhiana, Chandigarh

S.E.C : A1+, A1

Source: Luxury in India: Charming the Snakes and Scaling the Ladders , A CII – A.T. Kearney Report, October 2010

Brand Positioning

Global Positioning: The brand is build around the following strengths:

• Legacy/Heritage• Dynasty of Style• Elegance• Fine Craftsmanship• Unwavering and unmatchable consumer loyalty

Current Brand Positioning in India: The brand in India currently is positioned around

• High brand recall with the Maharajas (Heritage)• Blending of fine art jewelry with Indian influences• Coming home to Brand Loyalists

Suggested Alternative Positioning:

Welcome to the Cartier Family. Extending the fraternity beyond heritage to new members to redefine influences and contemporize the art of jewelry watch design..

Base Line

It’s an invitation

Media: Objective and MixTo reach out to at least 70% of our target audience in each of the cities (Delhi, Chennai, Kolkata, Mumbai, Bangalore, Ludhiana) by providing at least an average of 3.7 OTS over the campaign duration of 6 weeks

Print (60%)

Television

(20%)

Online (10%)

Media Vehicles

• Consumer Publications such Vogue, India Today, Cosmopolitan, Femina. Magazines on Planes

• Trade Magazines: Business Today, Outlook, Business Week

• Newspapers: TOI, HT, Mint, Hindu

Press

• Advertise on channels like TLC and Star World and BBC India

• On shows such as Luxury Unveiled, TLC Shoppe Jewelry show, and TLC Super Swank

Television

• Advertise on websites such Luxury Insider, Luxury Unveiled, and social networking sites such as Face book and Twitter. Online

Deliverables

OnlinePlace Cartier thumbnails on websites like that of, 5 star hotels, airlines, exclusive clubs, golf courses, and select websites. [see image billionaire 500, Rolex and Cartier]

Objective:

• To reinstate that sense of Pride on owning a Cartier Watch• Extending an invitation, welcoming you to the Cartier Family• Build on Consumer Loyalty

Customer Loyalty Program

• Identify Cartier consumers across cities-Delhi, Mumbai, Kolkata, Bangalore, Chennai, Ludhiana for the year 2010

• Send them Scrolls and Treasure Chests with an “Invitation’ along with a photo Album of all the Indian royalty and Other Iconic people who have owned/own a Cartier –The last photograph being the customers

• The Invite would read “We Welcome you to our Family Mr. XYZ Cartier, and would like to have the honor of your company with celebrate the a Successful relationship”, So After their surname, we will attach Cartier.

• The invitation would be for a party on the 29th of December . A year-end party for Cartier owners across the country

• Venue: Leela Kempenski, Gurgaon.

• We would offer to fly customer and his/her family in to Delhi for the Party.• The party would be have exquisite food from across the world. A painting

exhibition, Rarest wines and so on

• At the end of the party each guest would get a safa like clothing, made by designers in France on the Indian theme. This would serve as memorabilia for being a part of a luxury family. “Welcome to the Family”