De Beers Group Marketing Diamonds To Millennials

De Beers Group Marketing Diamonds To Millennials. Introduction of de beers group marketing diamonds to millennials case solution. Marketing diamonds to millennials. In 2017 the next generation of consumers that were poised to become engaged to be married millennials showed different preferences and consumption patterns than previous generations had shown.

Introduction of de beers group marketing diamonds to millennials case solution. Established in 1888 de beers group is the world s leading diamond company with expertise in the exploration mining and marketing of diamonds. Marketing diamonds to millennials1 stefanie beninger and karen robson wrote this case solely to provide material for class discussion. In 2017 the next generation of consumers that were poised to become engaged to be married millennials showed different preferences and consumption patterns than previous generations had shown.

The authors do not intend to illustrate either effective or ineffective handling of a managerial situation.

The de beers group. Since 1939 de beers has taken the helm of the industry s generic diamond marketing creating the decades long campaign that yielded the a diamond is forever tagline in 1948. In response the de beers group of companies de beers a leading company within the global. Together with its joint venture partners de beers group employs more than 20 000 people across the diamond pipeline and is the world s largest diamond producer by value with mining operations in. Marketing diamonds to millennials case study is a harvard business school hbr case study written by stefanie beninger karen robson.