WHO ARE WE ?

Here today for you

Paul  Yocum   Patricia  Palacios   Benjamin  Parfi9   Till  Oesterle  

Execu1ve  Vice  President   Head  of  Opera1onal  Excellence   Business  Analyst   Product  Por>olio  Manager  
BU  Jewelry,  Watches  &  Accessories  

Daniela  Zaugg   Charles  de  Bruyne   Sandra  Leite   Claudia  Di  Giuseppe  
HR  Business  Partner   Integrated  Campaign  Coordinator   Interna1onal  Recruiter   Director  HR  
 Here tomorrow for you

Paula  Pontes   Jochen  Schmidt   Patricia  Palacios   Markus  Ludescher  

Execu1ve  Vice  President  Strategy   Vice  President  Retail  Real  Estate     Head  of  Opera1onal  Excellence   Senior  Vice  President  BU  Crystal  Living  
&  Store  Development  

Charles  de  Bruyne   Head  of  Recrui1ng     Claudia  Di  Giuseppe  

Integrated  Campaign  Coordinator   Männedorf   Director  HR  
The  world  leader  crystal  manufacturer.  
KEY  FACTS  

3.08B EUR SWAROVSKI

2.38B EUR CRYSTAL BUSINESS
30,600 EMPLOYEES
WE SELL IN MORE > 170 COUNTRIES
THE  GROUP    
OUR  MISSION  

“We  add  sparkle  to  people‘s  everyday  life“  

CGB  

Watches   Figurines  

Home   Fashion   Acces-­‐

Fashion Jewelry is the core of our Swarovski
consumer brand business and hence our key
Accessories  
Jewelry   sories   priority in terms of consumer focus of our
activities

Eyewear   Beauty  
CGB  INTERESTING  FIGURES  

There are more than 2’400 Mono Brand Points of Purchase (POPs) all over the world,

1’276 of which are operated by Swarovski

807 Swarovski Boutiques
413 Concessions
56 Factory Outlets

1’156 Partner Boutiques strengthen the brand’s profile, particularly in Southern and Eastern Europe as
well as in Asia.

In 2014, more than 32 million CGB products were sold – including over 8 million necklaces, for both
male and female jewelry lovers.
CGB  INTERESTING  FIGURES  

Between 2009 and 2012, the Fashion & Accessories segment increased sales by 150 million Euros
annually.

Per day, products from the Jewelry segment are sold with a retail value of approximately 3.75 million
Euros.

Online sales via www.swarovski.com account for around 5 percent of total sales worldwide

We sell onboard more than 200 airlines worldwide.

THE  BRAND    
OUR  HERITAGE  
1895  
OUR  HERITAGE    
BASIC  BRANDING  FOR  FASHION  
OUR  HERITAGE    
2002  –  THE  GLOBAL  EXPANSION  
SWAROVSKI
BRAND EQUITY

EMOTIONAL BENEFIT

FUNCTIONAL BENEFIT

PRODUCT BENEFIT
 Marketing Challenge:
Swarovski Women’s Accessories

ACCESSORIES  

 
 Preparation Time Presentation Q&A

Case Overview 4 hours 7 minutes 3 minutes

WHO WE ARE

Swarovski designs, manufactures, and globally markets jewelry and high-quality crystal, genuine
gemstones, created stones, and finished products such as accessories and lighting solutions. We
are the worldwide leading producer of premium fashion jewelry for women.

OUR AMBITION

To become the global market leader in Jewelry and establish ourselves as a multi-category brand.
 Preparation Time Presentation Q&A

Case Overview 4 hours 7 minutes 3 minutes

BACKGROUND

§  Over the years, Swarovski diversified its portfolio into different categories such as watches,
sunglasses, wallets, mobile phone cases etc., which are mainly distributed through the company-
owned stores. Apart from the watches, none of these categories have been as successful as
expected, from a financial perspective.

§  Swarovski faces the challenge that today most of their products are mainly considered
appropriate for formal events or special occasions. The company wants to maintain its
dominant position in special occasions, but also to branch out to be relevant in everyday life in
the eyes of the consumer.

§  Meanwhile, other jewelry manufacturers like «Folli Follie» and «Tous» have branched out their
portfolios and are now successfully operating in the watches and accessories markets
alongside brands like Michael Kors, Coach and Tory Burch.
 Preparation Time Presentation Q&A

Case Overview 4 hours 7 minutes 3 minutes

PROBLEM STATEMENT

Identify how Swarovski can build Women’s Accessories as a key growth pillar.

§  What would we need to do differently? Where should the focus be? What category/ies
should Swarovski pursue? Which ones should we not pursue and why?

§  These can be any categories where Swarovski is already active in, or new ones you might
find promising for the company. Note: We are excluding the categories jewelry, watches,
figurines, home accessories, and wearable technology from this analysis.

§  Provide a recommendation on how Swarovski should build up the categories you
recommend, to achieve a total of +100m € sales business by 2020, compared to the 25m €
business today.
 Preparation Time Presentation Q&A

Case Overview 4 hours 7 minutes 3 minutes

DELIVERABLES

§  WHAT: Based on your assessment, outline what accessory categories you believe Swarovski
should discontinue, maintain or grow (reminder: not Jewelry, Watches, Figurines, Home
Accessories and Wearable Technology). These can be any accessory categories Swarovski is
already active in, or others you think would be more promising.

§  WHY: Provide a rational on why you chose them.

§  HOW: What would Swarovski need to do differently in order to build the categories you chose in
terms of communication and retail environment.
 Preparation Time Presentation Q&A

Case Overview 4 hours 7 minutes 3 minutes

BACKGROUND INFO PROVIDED

§  Swarovski accessories performance from 2005 until 2014 (separate .xls)
§  Information on market size and growth for luxury segments (separate .xls)
§  Swarovski product assortment and pricing (this .ppt)
§  Swarovski Jewelry Brand Equity (this .ppt)
§  Consumer insights (this .ppt)
PLEASE NOTE….

§  Please make sure at the end of your preparation time you have your recommendations saved in
power point format to upload to the WebApp. You are then free to choose, whether you want to
use said power point or posters for the presentation.

§  Though you should provide facts and figures to back up your recommendations, this is not a
financial presentation - above all, use your creativity and imagination!
 Preparation Time Presentation Q&A

Case Overview 4 hours 7 minutes 3 minutes

EVALUATION

You will be evaluated based on the following ten equally weighted criteria in four categories:
§  Criteria §  Score
§  Qualitative analysis
§  Analysis §  Quantitative analysis
§  Analysis of alternatives
§  Creativity
§  Recommendation §  Feasibility §  1–5

§  Quantification §  (1 = poor, 5 = excellent)

§  Structure
§  Presentation §  Visuals
§  Delivery
§  Q&A §  Quality of answers
… and now…
let’s go for it !!!

GOOD LUCK