Ghassan Gold &

Jewelry

Branding & Marketing Plan

Prepared by:

Manal Assaad

Product “Collection”

Launch

Plan

The Product launch will require:

• a Brand Identity,

• Literature,

• Advertising,

• Marketing Planning and

• a Launch Event.

Brand Identity

Marketing Strategy

• In addressing High Profile Customers:

– They feel special, and they need to be treated specially.

– They need exclusive treatment.

– They live in luxury, and they should always be surrounded with

luxuries.

“Do not economize on quality when you want customers to

indulge on gold and diamonds.”

Special and Exclusive Treatment

A Woman is a Jewel..

Beautiful in its form..

Precious in its meaning..

Unique in its existence..

Just Like Jewels, Women have Different Personalities.

And to value both, we distinguished both,

In Four Themes to be applied to every little detail.

Feeling the Luxury

Every Theme is brought to Reality and translated from

images to Live Pieces of Art. Expensive Jewels should be

presented to Prestigious Clients in a Luxurious Feel.

Feeling the Luxury – Interior Decors

Feeling the Luxury – Interior Decors

Feeling the Luxury – Interior Decors

Feeling the Luxury – Interior Decors

Feeling the Luxury – Display Arts

Feeling the Luxury – Packaging

Feeling the Luxury – Packaging

Literature

Telling Stories

Support the Themes by stories and creative writings

describing each Personality, citing its Attributes, and

recommending its Style.

Creative Development:

• Copywriting

• Flyers

• Brochures

• Catalogues

Telling Stories – “Bold”

• Bold:

You lead with all that is new and

unusual, with powerful colors and

unique fashion.

Eager for challenge, intrigued by

mystery.

Interesting you are, always

captivating those around you with

your daring.

:مغامرة•

وغير جديد هو ما بكل تتقدمين

وأشكال صارخة بألوان مألوف،

.فريدة

.للغموض منجذبة للتحدي، تّواقة

من تأسرين دائما أنت، مشّوقة

.بجرأتك حولك

Telling Stories – “Elegant”

• Elegant:

You are distinguished with eternal

Classics, the times of originality

and oriental richness.

Calm in nature, beaming in

presence.

Classy you are, always dazzling

those around you with your style.

:أنـيـــقة•

زمن األبدية، بالكالسيكية تتسّمــين

.الشرقية والعراقة األصالة

.الطلعة باسمة الطبع، هادئة

من تبهرين دائما أنت، راقيــة

.بأسلوبك حولك

Telling Stories – “Romantic”

• Romantic:

You live for a world of delicacy

and softness, a world full of hearts

and roses.

A Fancier of Flirtations, a Lover

for Princesses’ tales.

A Dreamer you are, always

enchanting those around you with

your fantasy.

:رومانسية•

والنعومة، الرقة من لعالم تعيشين

.والورود بالقلوب مليء عالم

لقصص هاوية للغزل، عاشقة

.األميرات

من تسحرين دائما أنت، حالمة

.بخيالك حولك

Telling Stories – “Bright”

• Bright:

You sparkle and shine with the

sunlight, the spirit of the spring,

and the rainbow colors.

Light in movement, a fan for fun.

Cheerful you are, always pleasing

those around you with your

presence.

:مشـــرقة•

الشمس، بنور تزهيـــن و تتألقين

.قزح قوس وألوان الربيع، روح

.للمرح محّبة الحركة، رشيقة

من تسرّين دائما أنت، مبتهجة

.بإطاللتك حولك

Literature – Flyer (Outside)

Literature – Flyer (Inside)

Advertising

An Art that Talks

Translate the Themes into creative forms of art that speak

directly to its targeted audience without even needing an

introduction!

Media Target

Magazines Female Readers

TV The Masses

Signage (Outdoor) The Masses

Signage (Indoor) Retail Outlets

Website design Net Surfers

Marketing Planning

Spread the Word

Targeting the “Crème de la Crème” demands that only the

most classy marketing tools be used. Getting the message

right, at the right place, and on the right time is not an easy

procedure. Media should be chosen carefully because one

cannot afford mistakes with Upper-Class Clienteles.

Communications and Media Strategy Networks:

• Strategic Ad Placement: in tactical seasons and spots.

• Publicity and High Media Coverage

Media Placement Spot

Magazines

Zahrat AlKhaleej

Early Summer (Wedding season);

Throughout Ramadan;

During Eid.

Laha

Sayedatti

TV MBC 1

Signage (outdoor)

MubiMall

Megacom

Lamppost

Signage (indoor)

Posters

Displays/Stands

Airport V.I.P. Halls

PublicityRadio

Internet

Launch Event

Creating a Buzz

A Launch Event is a marketing and advertising tool on its

own. Introducing the new Brands in the same feel of

originality, creativity, and luxury will attract audiences and

stimulate publicity.

Pre-Event Promotion

• Newspaper Announcement

– Announcement of Contests

– Announcement of the Event.

• Radio Publicity:

– Contest about Ghassan Gold & Jewelry

– Prizes: tickets to the event or gift baskets according to themes, etc.

• Internet Publicity:

– Contest on the website

– Prizes: tickets to the event or gift baskets according to themes, etc.

Event Organization – Theme Development

Red Carpet Frenzy Pamper The Princess Be You

Event Organization – Interior Design

• Themed Tables and Table sets.

• Themed Jewelry Stands.

Event Organization - Collaterals

• Invitation Cards

• Banner Stands.

Event Organization – Branded Materials

• Themed Reception/Parting Gifts.

Thank You