(1) What characteristics did the WGC use to segment the consumer market?
- Country of residence (6 countries; India, Turkey, China, Saudi Arabia, USA and Italy)
- Behaviour & attitudes towards gold jewellery / luxury goods (I.e. an expression of wealth and tradition, emotional benefits, a financial investment)
- Usage of gold & values held (such as chosing yellow or white gold & ideals women hold central to their lives)
(2) What were the key aspects of the re-branding campaign? Globally? Locally?
A key finding globally showed that today's modern women primarly want to look their best for personal gratification. Women are also driven to gold for sentimentality (e.g. a gift from someone special or as a symbol of a person's individuality) and so purchasing levels have increased with women more willing to treat themselves (gold jewellery demand rose 17% compared to only 7% in non-promoted regions).
A key finding globally showed that today's modern women primarly want to look their best for personal gratification. Women are also driven to gold for sentimentality (e.g. a gift from someone special or as a symbol of a person's individuality) and so purchasing levels have increased with women more willing to treat themselves (gold jewellery demand rose 17% compared to only 7% in non-promoted regions).
Locally, advertising campaigns and projects have been adapted to suit differing attitudes and values within the 6 countries. For example, the USA advertising campaigns use real women in real situations so as to relate to USA women's everyday lives and using gold to symbolise key events. On the other hand, adverts in the Middle East use rising pop star Nancy Adram as a brand ambassador to express gold as modern, bold and contemporary – moving away from it's previous image of 'old fashioned'.
By segmenting the attitudes of women wearing gold according to where they live, advertising campaigns have been tailored to appeal to values which are common in these locations – encompassing the different values from country to country.
