Understanding the Pearl jewellery Market and in particular the Luxury Customer

“Solutions Marketing recently completed a very complex quantitative project for us. Tony’s personal attention in solving the methodology and data base issues was invaluable and way beyond our experience with any other research company. In addition the analysis was much deeper and produced many more valuable insights than our previous similar studies conducted by market leaders in the field. Not only was the final result the best we have seen, the cost was 20% less than our previous supplier”
Kevin Spiteri, Marketing Manager Australia (formerly) Parker Hannifin Corporation, currently MD of the Menace Group (Digital & social marketing focus)

The Situation –

Management believed there was a lack of clear understanding of the current & potential customer, the product offering, awareness & perception of the Paspaley brand, in-store experience and marketing communication, in Australia, the UAE and HK. Paspaley Pearls keeps only its best farmed pearls, employs wonderfully talented jewellery designers and has beautifully designed retail outlets in Sydney, Melbourne, Darwin, Broome, and the UAE and HK, yet has an under-developed share of the total jewellery market. Solutions Marketing was engaged to determine why...

How Solutions Marketing helped -

We immersed ourselves in substantial desk research & analysis of background material
Conducted interviews with staff from stores in Australia, the UAE and HK
Conducted 6 focus groups in Sydney
Conducted 12 in-depth qualitative interviews with Paspaley Sydney customers
Conducted an online quantitative study of n=1418 respondents across Australia
Oversaw 15 qualitative in-depth interviews and 12 in-store customer interviews in the UAE
Oversaw a face to face quantitative study of n=450 respondents in the UAE
Conducted 18 qualitative in-depth interviews in HK
Summarised all the above research into a comprehensive ‘Strategic Marketing Planning’ report which was presented to the Paspaley Board<

Strategic recommendations –

Three key issues were identified and strategies proposed regarding the target market, and the marketing mix - product, pricing, place, presentation & promotion

The result –

Sales are increasing, but too early to see the holistic effect

Understanding the Pearl jewellery Market and in particular the Luxury Customer

The Situation –

How Solutions Marketing helped -

Strategic recommendations –

The result –

For an obligation free initial consultation call Tony Nix

02 9955 5133

02 9955 5133