DPA held town hall meeting in BDB
DPA to launch China campaign from July!
US campaign from September 03 &
Campaign in India started for May 7
Jean Marc Lieberherr, CEO-DPA presented forthcoming marketing plan in the Town Hall Meeting for the US, India & China market. The event organised by DPA & GJEPC at BDB, Mumbai. The meeting held in the presence of Mr Pramod Agarwal, Chairman-GJEPC, Richa Singh, MD-DPA India, Mr Colin Shah, Vice Chairman-GJEPC, Mehul Shah, Vice President-BDB & amid industry fraternity with a significant presence of GJC.
Jean said, about 75% to 80% of rough diamond producers are members of DPA in a mission to make diamond industry success for long-term! India is the largest market. India & China have biggest potentials. Jean also focussed on key challenges! For the promotion of diamonds they are focussing to go ahead with digital by 100% with the trade support strategy.
DPA just started their activities by 2015 with the budget of just US $06mn that grew to US$12mn in 2016 when they commenced US market promotion. The budget was of US $50mn in 2017 & for the year of 2018 the budget is of US $70mn. No doubt Jean is very optimistic & confident to see more budget for the promotion & also wishing more members in this year of 2018.
Focusing on India market he said over all budget for India is of Rs 63 Crores & that to be spent on diamond promotional activities. In the row he said, the GJEPC also has contribute US$ 02mn. DPA & GJEPC is moving ahead in the promotion with the local marketing support.
By giving clear picture he said, the budget for the year 2018 is different for different market. Budget for the US market is of US $48mn, India is of US $09mn & budget for the China is of US $10mn to under take the diamond promotional activities in the year 2018.
Real is rare. Real is a diamond! Whole of the marketing approach is to show a reality. And campaigning idea is to catch the reality, catch the real moments which is rare! And to link a diamond with this rare moments! Richa said, one thing cannot be forever! That can not apply over the whole of the global market because, every where consumers’ are different in the different market!
Say, in the China market, divorce rate is high & that can not be effective if you say anything is forever! said Richa. And therefore DPA says just show reality! By expressing the step further Jean said, DPA would carry two campaign in US from September 03, 2018. In the campaign they would focus Innovative placement at NYC, to use OOH media tools & also keep keen focus on mobile promotions! DPA is also developing social media contents!
Jean also said about China market. He said, DPA would launch China in the July, 2018 & undertake the first promotion while India is being launched in November 2017. There is budget for Indian media is of US $07.7mn for the year of 2018. DPA successfully runs two advertisement in India. No doubt it was stopped during the last two months, now it is aired.
DPA is focussing on about 05 languages to carry their campaigning in India. According to Jean, DPA launched India campaign again from May 07, 2018. Also said about a film that is being produced by Yashraj Films for the duration of 08 to 10 minutes!(Exclusively inked & edited by Nayan Jani, Editor: JNI, veteran media player- gem & jewellery industry & trade.)
