De Beers: Diamonds are for AsiaStrengths:• There are more commonalities in the perception of diamonds than differences• The average price of each piece sold was more twice that of the United States or Europe in terms of size and quality. of diamonds is larger.• 1990 helped the jewelry industry grow• The threshold for acquiring diamonds in China was a household income of USD 250 per month.• Expanding group of newly wealthy people, opening to change• About status within your peer group. Even people with a low monthly salary would buy a high-quality diamond: it was a family purchase.• The American market is booming.• If you are a modern woman, you feel confident and successful. For women, jewelry was an expression of self-worth, a symbol of femininity. • Demonstrating the status of the wearer and her family. • Women buying diamonds for themselves, for the pleasure of wearing them , were investing in jewelry in case of emergency.• Final contribution of De Beers to the diamond pipeline is the promotion of diamond jewelry for the industry; thanks to advertising campaigns developed based on in-depth market research; business promotion activities and jewelry design competitions • The slogan “A diamond is forever” echoes sustainability and appeals to the owner's emotional attachment to the stone. • We need to make them want to wear their rings more in encouraging jewelers to create more practical designs. which will not scare traditionalists. Weaknesses: • Diamond valuation is a highly skilled task and is therefore not frequently traded around the world. (Assessed based on four criteria - color and 4C clarity size in carats) • Diamonds were not purchased as a store of value, they could not be exchanged in the same way...... middle of paper .... ..For our advertising campaign, we have two suggestions: The first ad is about a woman who recently gave birth to a baby, lying on her bed in the hospital (the decoration of the hospital room is very attractive, so we understand that this is a very expensive hospital) and holds her baby. Then her husband arrives with a smile, he is proud because now he is a father. He gives his wife a beautiful diamond ring, it means he thanks her. The second announcement is that a man calls his wife and tells her that he has been promoted in his job and is now a manager and also invites her to a dinner at a very expensive and famous restaurant. Then we see him and his wife at a restaurant in the evening. She gives her husband a De Beers watch to congratulate him on his promotion and everyone turns to look at the watch. For our pricing strategy, we continue to favor premium prices..