Although the views of representatives of major diamond mining companies on marketing in the diamond industry vary, they have a common goal - to ensure the growth of this industry in the future.
In his speech to the audience at the symposium "Marketing Diamonds as a Category in the Industry Perspective", a well-known industry journalist and expert Chaim Even-Zohar argued that the rates of return in the cutting industry are shrinking, as it is in the chain between diamond mining companies on the one hand and retailers on the other. He believes that profits in this segment should grow for the recovery of the entire diamond industry.
Rio Tinto Diamonds General Director Jean-Marc Lieberherr (Jean-Marc Lieberherr) claims that his company is a supporter of cooperation in the field of marketing. He also said that early attempts to present the diamond industry as a separate category for marketing encountered resistance from politicians and individuals in the industry. If this can be avoided, then the industry may have a future, he believes.
"Diamonds are an amazing brand," concluded Lieberherr. "And we should treat him with care."
Stephen Lussier, CEO of Forevermark and CEO of De Beers Group, outlined his position on marketing in the industry as follows: "We need a number of solutions to ensure that,
He also gave some preliminary results of a survey of public opinion of consumers of diamond products.
"De Beers estimated the purchasing power of the Indian middle class at 2% in 2012. The results of the current study show a 9% growth by 2014," Lucier said.
However, he also warned those present at the symposium that the world is changing rapidly, and with it other types of industry are changing, while investing a lot of money in marketing.
"Rio Tinto, De Beers, and with them, retailers - they all invest in marketing," added Lucier, "but not as much invested as representatives of other types of global industry." We not only need to increase marketing costs, but also increase the efficiency of these funds, we also need to understand what consumers want, and understand what other new opportunities we can discover for ourselves. "