Serpenti Says So: Unveiling Bulgari's Marketing Masterplan for the Next 10 Years
Bulgari is poised for strategic expansion to elevate brand visibility, cultivate deeper customer loyalty, and solidify our position in key markets. With a focus on expanding our hotel and resort portfolio alongside our iconic jewelry boutiques, we have meticulously crafted a long-term strategy extending to 2034. This comprehensive plan, informed by in-depth research, is designed to significantly enhance the brand's overall equity, value and prestige by the end of the decade.
About Project
Client:
Duration:​
Bulgari
10 Weeks
Topic:
Brand Marketing
Role:
Project Lead
Team:
4 People
The project involved developing a comprehensive 10 year marketing plan, extending to 2034, designed to maintain and enhance brand equity while driving revenue growth.
Secondary Research
To thoroughly understand the brand, our approach involved a comprehensive analysis encompassing its history and timeline, PESTAL analysis, brand collaborations, board directives, SWOT analysis, Aaker's model, Kapferer's prism, Keller's brand equity model, indirect competitor analysis, mental and market space assessment, luxury market analysis, and Bulgari's business operations.
These comprehensive analyses enabled us to define Bulgari's optimal mental and market space, identify our target consumer, and anticipate future trends shaping the brand's trajectory over the next decade. This understanding, combined with a focus on evolving consumer behavior, Bulgari's strategic direction, and expansion opportunities, informed the development of our marketing strategy.
The Strategy
Integrating our research and ideation processes, which included mind mapping, 2x2 matrices, and design strategy methodologies, we developed final concepts aimed at elevating Bulgari's position as a leading connoisseur brand. Our strategic approach involved leveraging high-profile platforms such as the World Expo, Cannes Film Festival, airline partnerships, and expansion of Bulgari's hotel and hospitality offerings
Strategic Planning
Subsequent to our campaign presentation, we provided a detailed outline of the proposed KPIs and a strategic framework employing Cantata's Diamond. This framework encompassed strategies for product, place, price, people, promotion, placement, and purpose.
Retrospect
The project proved highly insightful, offering a deep dive into the industry and significant opportunities for skill enhancement. I developed proficiency in future forecasting, trend analysis, and marketing/advertising strategies, while also gaining valuable experience in collaboration. This environment fostered creativity and facilitated optimal team performance.