This project for MKT 8610 challenged me to create a new product line and to discuss the marketing involved with its introduction.
Kendra Scott's current product offering is as stated on the right, mostly including staple jewelry pieces in their iconic styles.
Permanent jewelry has been very "on-trend" recently, and if Kendra Scott were to incorporate it into their product offering, they would likely gain a good deal of traction from new and existing customers. By incorporating their popular pieces and designs into permanent bracelets and necklaces, Kendra Scott would be able to create an opportunity for people to not only hop on the trend with some of their favorite designs, but also get matching pieces with people that are important to them, creating an important experience at Kendra Scott.
The USP is as stated on the right, "Jewelry that goes everywhere with you with the designs and quality that you cherish."
A buyer persona of a target customer is shown on the left.
The positioning statement is as stated on the right, "For people in need of beautiful, high-quality jewelry that lasts and creates a bond between those that wear it, Kendra Scott provides customers with top-of-the-line permanent jewelry and services."
The main promotional channel for this new product and service would be social media. A campaign mock-up is shown on the left. The focus of the campaign would be people going to get permanent jewelry together. This could be mother and daughter, friends, sorority sisters, etc..
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