Creating a desire of mine industry

The special world of mine industry is one that does not get much that none of their internal participants. The current news business rarely includes this interesting and constantly evolving sector. But recently, the UK Broadsheet, The Guardian published a piece in a successful world record sales of $ 35 million a rough diamond discovered in South Africa instead of Cullinan, by Petra Diamonds. Chief executive Johan Dippenaar, was photographed holding a monster of 507 carats, with a wide smile on his face. Yes, I want to smile.

However, as reported in the profiles for the first time in this business, the current market is struggling with lean, cash-strapped times and is a drop in the volume of stones in the market to reflect this. DeBeers a net loss of over $ 36m for 2009, but issued a statement last month suggesting that demand for rough stones arose, and really start moving. New, developing markets China and India are offsetting the decline in Western Europe and the U.S.

De Beers, Petra and other key companies also realize that the battlefield of the real business is related to the development and commercialization of desire in the retail level. Driving demand is a difficult task, and done even more for luxury goods like diamonds. The managing director of De Beers, Gareth Penny, was quoted in the press this year saying: "The strategy for future needs should be driven by consumer enthusiasm for the retail." The key words, I think, is excited. Good news, like, after the discovery of the Cullinan mine is a much needed elixir after the last twelve months the rocky economy.

The industry, however, requires more than marketing. You also meet a long-term vision on how to deal with a limited supply of gemstone, and changes, to the east of consumers. One of the emerging players in the business, Paul Ekon, also sees a shift in public and understanding and reputation of the company is very important, "good public relations and the ability to engage consumers in a proper way things that need improving. From a mechanical standpoint, the industry is often still mired in bureaucratic disputes and legality, when it should focus on creating a buzz, or the need for diamonds and fine jewelry. " must occur at the level of customers.

What people like Penny Ekon and identify the need to have a consistent presence in countries like China. And do it quickly. This is a real marketing emulate shift - away from the spotlight in the U.S. (the biggest retail market). Although worldwide economic recession, China accounted for almost 15% of retail sales last year, and this is only the beginning. It will take creativity, sensitivity and speed to embrace economic approach to the east. However, for companies that can come early, and create a buzz "needed it around the natural resources, the long-term stability and profitability is more likely. After all, you only see smile on his face a man holding a diamond, to realize that it is a business that is always in demand.

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