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CTF: Jewellery Lean Marketing business model

In 1985, the leading international management expert Daniel • T • Jones (Danil T. Jones) organized more than 50 experts spent 5 years in 17 countries, 90 car manufacturers are analyzed and compared, the published report of the famous - Experts in the report a detailed analysis of the modus operandi of Toyota, Toyota's experts found that although there is no surprise, but all markets in the world, a place, but Toyota's profits than GM and Ford Motor Company of the two and also more than twice its total value of the securities exchanges have more than GM, Ford, Chrysler, the total value of the three auto giants. Experts on the success of the Toyota business model was analyzed and found that Toyota's operating model and U.S. auto companies are very different, is what makes this particular model Toyota's dominance in the automotive industry, and that this models is to create another industrial revolution, this model is highly respected, rapidly.
lean production through the use of many companies at home and abroad and development,[link widoczny dla zalogowanych], into a post-modern marketing concepts, and gradually form a more optimal marketing model - lean marketing operations. The so-called the core, take the marketing intensive growth model, the pursuit of market share, size, quality and market share, the simultaneous increase enterprise efficiency, in order to establish long-term strategic corporate earnings base.
Lean Marketing business is the pursuit of the most important feature of the rational allocation of marketing resources, while committed to the enterprise to improve efficiency and effectiveness of marketing to sales to profits. How to improve the jewelry industry's marketing efficiency and effectiveness? How to be a long-term strategic marketing profits? These are the jewelry business now need to urgently address the major problems, this paper is the brand value of 6.963 billion yuan, the only among the Chow Tai Fook Jewellery is a typical case, by watching his 70 years of operating history to analyze the jewelry industry, the full range of lean marketing business strategy.
market segmentation and target customer
Lean Marketing operations of the two characteristics embodied in the the rational allocation of marketing resources for different types of customers using different marketing resources and strategies to meet the different needs of different types of customers, so that customers buy for their own products, to gain greater market share and corporate profits, which was benefits
different types of enterprises to meet customer needs, we must first classify the customer market segments. The specific practice of market segmentation is:
understand the customer's age, gender, income, occupation, education level, address and other basic information to customers of marriage, spouse, family status, disease, hobbies, and other aspects of information gathering should focus, through data mining and customer behavior, customer information analysis and processing, to determine the specific consumer groups and individual interests, spending habits, consumer trends and consumer demand, so clearly the characteristics of a particular customer, and find different objectives customers.
target customer is out from the mass market segment the product is in some respects by a group of consumers is very similar customer base.
renowned marketing expert Philip Kotler • use The market survey to know what market customers or potential customers, but also to much detail as possible what they need to understand the characteristics of the product.
second is Partitioning: commonly known as
third is Prioritizing: can be translated has sort that, according to their own resources to distinguish between different types of target markets and the importance of the order. Some of the target market profits or profit potential is enormous, in the case of sufficient resources, we must fully grasp the target market; some markets, although a great profit potential, but if enough of our resources, companies can The target market for future development; some markets have little or no profit potential to be tapped, the enterprise should shift focus to reduce the input of the target market or completely abandon the market. With this has sort of marketing companies to make rational allocation of resources.
fourth is Positioning: general we refer to as market positioning, target markets at different products that we want to determine the status of the possession. Some may be in the target market leader in other target markets may also be a follower. Chow Tai Fook
market segmentation and target customer strategies described in its business start-up has already begun, Mr. Cheng Yu Tung, chairman of Chow Tai Fook's CTF staff early in the time to do regular strength to the Macau Ferry Terminal to persuade customers to shop to buy or conversion of gold. In the '(local prevailing notes) to use, but he did not say a' lines in 'to. Cheng Yu-tung' caught 'live Chuanke, sorta need to exchange, he was pretty close to' catch 'quasi Chuanke' arrest ' Back to the CTF. This description, that Mr. Cheng was already very good at their experience and insight discovery and target customer segments.
reform and opening up in the next, due to mainland China by the then policy in the gold business, Chow Tai Fook not directly in the mainland market selling jewelry over large areas. This time, chosen based on the Chow Tai Fook jewelry market in Hong Kong to mainland tourists to Hong Kong marketing strategy for the target market. Specific approach is linked to the tourism sector in Hong Kong, Chow Tai Fook store shopping in Hong Kong designated tourist attractions, not only led to product sales, and enhance the This marketing strategy has also other industries in Hong Kong jewelry industry and relish and continuation of use.
recent years, the CTF strategy to target more mature market segments, some of its recently launched models will be able to see its market segmentation strategy was fine and unique:
perfect match combination series - are free to change the package with different wear methods to meet the change in the consumer psychology of women.
must Ze pearl - the collections of the rich spiritual and vitality of water pearl placed smooth, beautiful lines and among the women added a fresh style, positioned as a love of nature, the pursuit of artistic conception of female choice.
stunning Red Sapphire Series - the sexy charm, sweet, charming and romantic distinctive, avant-garde elements of the perfect combination of personality, the temperament of the female charming interpretation to the limit, defined as the modern girl heart of gold.
2001 was first launched in Hong Kong CTF.2 (CTF younger generation), is that the target market segmentation strategy CTF reached a pinnacle:
CTF.2 is extended from the second brand Chow Tai Fook, products, fashion, fashion, price from 50 yuan to 5,000 per month for the youngest generation of consumers; with age, the formation of brand loyalty of customers at a young age is the CTF will also become another type of target customers. Thus, the goal of customer segmentation strategy has multiple purposes.

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