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Key Aims: make jewellery be seen as an investment.
- Emphasis on Quintessentially British brand

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Goal: Teaching while selling.
If you teach your clients about; Diamond grading, inclusions, what makes one stone better than the other, setting styles etc. They can then understand how your product is better than somewhere else. You give the customer the ability to go to another Jeweller and notice the lower grade of Diamond, the inclusions in the stones, and settings that are not robust.
HOWEVER, KIKI must have absolute faith and knowledge that they are producing jewellery of the highest standard, ensuring they are using E/F/vs Diamonds in their collections so that they know for sure, that they are better than the competition.

Furthermore, it is vital that the staff believe in the KIKI brand that everything is made to the highest quality and that it IS made to the highest quality so that they can be truly proud of what they are selling. As a result, their conversations with clients will be more compelling because they believe what they are saying. The staff would be prepared to let the customer walk out the door to look elsewhere, because they know that their competitor's jewellery does not compare.

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One of the ways that Kiki advertises most effectively is through the use of high profile celebrity endorsements. However, these are not the usual paid advertisements that you see on instagram or the media, these are genuine clients who Kiki has appealed to and been able to dress in her jewellery.

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Ladder of Loyalty

Brand of creating a collection which makes people want to buy more over the years. the price means they can only buy every year or so but the idea fo building the collection is a goal that appeals to a lot of women and so, for each birthday xmas, special occasion, they have somewhere to go. Furthermore, the jewellery then links with these special moments

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Beautiful jewellery for the modern world

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Kiki McDonough aims to target mid-> high earners with a high disposable income, women of all ages, but predominantly younger women, of a particular social class (middle/upper).

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Currently focusing on growth. This is good because the company has the ability to do so, the funds etc. However, the future marketing plan should focus on keeping the customers they have. Paleto Ratio: 80% of sales comes from 20% of consumers.

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- Need to market the importance of buying real diamonds, synthetics are not an investment, they are not rare or special which is the whole point of diamonds. could also just up the quality of their stones?
-upgrade quality of stones
- Start doing work to emphasise the importance of ethical mining, KIKI wants to only buy ethically sourced Diamonds, and help with the environmental issues from mining.
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Special Occasion, promotions or loyalty where you build a relationship with consumers so that you can say "oh its that time of year again birthday time" could even send out birthday and xmas cards. Christmas cards are good because they go out before xmas so womens partners can see them  and then think "oh i can go to KIKI to get her present".

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Marketing Campaign - A special something for a special someone.
Re-enlist jewellery as the top present, removing the threat of substitute products because anything else is a lesser present. We have all heard the saying "Happy wife, happy life" and this is the ultimate way to that. Jewellery is the ultimate way to show your love and care, particularly when you have it designed yourself.
- A special promotion each year, launched mid November to design something bespoke for your loved one, choose from a selection of designs and choose which gemstones you want. People who come back the following year receive a discount?

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Ethical Mining/ blood diamonds
- How KIKI can ensure that they are using ethically mined Diamonds, all diamonds should have reports that they have been mined through the correct regulations.
- Potential lobbying for stricter controls on Diamonds entering the country, can then market themselves as a brand who believes in the importance of acting ethically.

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BREXIT - already in the past two years there has already been a significant increase in the price of raw materials, and manufacturing costs. As the pound has depreciated in value the cost of importing from other countries and the EU has made producing jewellery more costly. Luckily for KIKI, most production is done in the UK in house, however the Diamonds still have to come from overseas, this means that future economic factors could lead to even higher production costs and a rise in retail prices as a result.

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Wages have not increased in accordance with inflation, therefore, over the years the average person has experienced a decrease in disposable income.
There are fewer occasions where people wear luxurious jewellery, it is becoming a rarer accessory. People want jewellery that they can wear everyday without feeling as though they are in danger of being mugged.

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- Jewellery is mostly bought as a gift, therefore, KIKI needs to seem like it is the ONLY option when buying a present.
- e.g. importance of long-standing relationships, special events for returning customers, hand written invitations to Christmas openings to buy gifts before they are available to anyone else.
- hand written birthday cards.

Those who feel jewellery is too expensive: KIKI needs to market their Timeless range (featured in Segmentation) which shows that although there is the initial cost, it is really a sunk cost because the the pleasure from the jewellery will last a lifetime. Unlike other material goods, jewellery holds sentimental value as well as material value much better than other goods, so although the initial cost is high, it is really spread over decades - an investment.

KIKI does know their market, they are not competing with the likes of H.Samuels or Pandora who serve the lower end of the market who want mass-production. Their jewellery is targeted at those who
Only targeting the elite, not pandora or H.Samuels, only targeting people who have or could have a real appreciation of jewellery.

CHOPARD & BOODLES

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Destruction from mining, cost to planet.
KIKI can try giving back to the planet by setting up a scheme where they plant trees for every piece sold, could partner with an environmental company where they donate money to help combat the destruction from mining. Help by setting up legislation that all mining companies, once finished, must restore the land back to how they found it or better, i.e. planting more trees, creating habitats and reintroducing the appropriate wildlife. Furthermore, companies could be banned from mining in places where there is more than 100 species of wildlife,

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Kiki used the Chelsea Flower show as a chance to demonstrate their brand image on the street. Their jewellery is for the chelsea girl whoever she may be, but put simply has a passion for colourful jewellery and looking fabulous in her day-to-day life. This is reflected in the colourful array of tasteful and elegant flower arrangements that are incredibly striking outside the flagship store, off Sloane Square.

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Modern, young, city, high disposable income, higher social class. Stylish women, on trend.

This could be broadened by adding a timeless collection, of the simple designs but adding a KIKI twist, this broadens the market a little, still targeting the high spending market, but allowing the market to cater for younger women starting their jewellery collections at Eighteen with Diamond studs. As well as, catering for all women who feel coloured stones might be "too young" for them, those who want a "cleaner" look. Keeping the market segmented by only doing a small collection that will cater to this niche of both young women who want staple pieces to begin with that will last them a lifetime, as well as older women who want something contemporary but classic.

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How to target - DIGITAL MARKETING
-Targeted emails for particular events including birthday's, anniversaries to previous clients to remind them that jewellery is always a great gift, sending emails to spouses as well to remind them in advance!
- Social media live discussions about KIKI's values and what it is like, 'a day within the KIKI brand' to endorse their values and bring customers into the KIKI brand, making them feel a part of it.
- During the Christmas season, they could have an interactive section on their website where people who cannot make it into one of their stores but doesn't want to just purchase online can talk with one of the staff face to face to find the perfect gift for their loved ones. This is great for men in particular who are unable to leave their work or have limited time. - this is most appealing to those who already have knowledge of the KIKI brand, word could be spread through an online email - VIP only so that people feel special and more likely to engage. i.e. 'as one of our most loyal customers who have been shopping with us for ... years, we would like to invite you to our special online shopping event (also could have one in store)... make it feel special
social media, online events. High end magazines, celebrity endorsements.

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One main selling point of the KIKI brand is the fact that they want women to build an interchangeable collection of fine jewellery. This is not just for fashion, although KIKI's products are trend setters, it is also an investment for the customers as well as future generations. However, one of the biggest threats to the jewellery market is the rise of synthetic jewellery, and imitation stones. Debeers are one of KIKI's competitors. They have faced sever backlash and controversy over unethical mining allegations, but more relatedly, on their acceptance of synthetic Diamonds into the industry. With a large well-known retailer going down this route, it is questionable whether this is a new market for the trade. As a result, this could be a serious threat because why spend double or triple the price on a Diamond when you could buy something that looks exactly like a Diamond for much less. Synthetic Diamonds are lab-grown and much more readily available meaning they are not rare, which is why they are not as costly.

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Positioned as the latest trend, moving away from old fashioned image of jewellery to modern, and wearable. Jewellery as a more common-place thing.
Functional - uses coloured gemstones, functional as it is wearable everyday unlike most jewellery as its too high value. This is jewellery to build a collection.

Position itself in the consumer's mind to be the most attractive out of the competition. HOW can KIKI do this?
- Functional positioning -features
- Symbolic positioning - branding
- Experiential positioning

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- CAD modelling replacing hand drawn designs, allowing manufacturers to create pieces online and tailor them to different specifications i.e. larger diamonds, and then sending it to the next stage of production where the scans can be automatically created - introduction of 3D printing in the future.
-this threatens KIKI's brand because they are focused on handmade, UK made products that are well-made but therefore more costly, this means there is a threat of cheaper competitors undercutting them.
- Virtual reality selling, where people can shop online and try on things with more ease and without the pressure of having sales staff watching you, avoids the awkwardness of looking at yourself in the mirror with people watching. VR risks all sales staff jobs but reduces costs of rent and running costs. The question is whether this would be popular in this luxury market, the worry for customers buying goods online and therefore not being able to see the product in real life, question whether what they see is what they get. Hard when they are spending large sums of money. Also, in this market, customers like to have the attention of staff and the specialised one on one experience because buying jewellery is an experience, not just a transaction, it takes time and customers enjoy that.

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At the moment, jewellery is predominantly for women. Kiki could look at entering the market for men, with bangles, wedding rings, signet rings. However, would this be appropriate for their very feminine brand image.
The brand should try to attract younger clients with the proposed classic collections which are marketed at a lower price but are timeless in style so are real investment pieces for young women to start with.