Task 3: Gold Case Study

What characteristics did the WGC use to segment the consumer market?

The WGC segments the consumer market into three distinguished consumer markets. First are the women who are traditional, they believe gold symbolizes tradition, wealth, and the importance of marriage. They are especially prominent in India. Women of this category are more rational when deciding which pieces to by, but gold is often purchased as it is often seen as an investment. Secondly, there are the women who put a lot of effort and emphasis on their appearances. They are prominent in China, India, Saudi Arabia, USA, Italy and Turkey. These women pay particular attention to how they dress and how other perceive them. They dress to enhance their self confidence and to show others that they are secure in themselves. The last category of the consumer market is self confident and creative women. They are mainly in China, Saudi Arabia, Italy and USA. They desire to express themselves through their jewellery. They view jewellery as a way to broadcast self expression.

What were the key aspects of the re-branding campaign? Globally? Locally?

Globally- WGC wanted to make traditional gold accessories look and feel more glamorous to the modern woman. In their advertising campaigns they used real women instead of models for women to related easier to the adverts.

Locally-

U.S.A
“May is Gold” month was created to offset the trend in where buying was minimal without and occasion. Creating a reason to buy gold as a gift to women.

China
“K-Gold” scheme was launched in 2003 to present a more fashionable and modern line of gold jewellery. 18ct gold products were introduced to encourage consumers to think differently about gold, and that gold can too be just as fashionable as they are.

Middle East
Damas, a leading jeweller using Nancy Ajram, a popular celebrity to be the brand ambassador to promote style and self confidence through their bold jewellery designs.

India
“Gold Expressions” campaign launched by D’dama and WGC was launched to appeal to a more modern Indian woman. One who wears jewellery because of traditions but also for appearances and glamour.