Cartier Japan

Published 01 Dec 1996
Reference 4642
Topic Marketing
Region Asia
Length 16 page(s)

When Japan’s bubble-economy of the 80s turns towards stagnation in the 90s, Cartier is faced with a need to reposition its range of luxury products through changes in distribution, pricing, advertising and product portfolio. However, its move further up-market may cut Cartier off from the generation of younger spenders.

Teaching objectives

To demonstrate that a range of subtle changes in the marketing-mix - introduced even against conventional wisdom - can lead to a successful repositioning of a brand in a difficult market environment.

  • Market Environment
  • Consumer Behaviour
  • Repositioning
  • Luxury Products
  • Japan
  • Pricing