Marketing Gold Jewellery in Today s Volatile and Rising Gold Price April 2008

1. �Marketing Gold Jewellery in Today�s Volatile and Rising Gold Price �April 2008 Moaz Barakat Managing Director- Middle East, Turkey and Pakistan

2. World Gold Council A commercially driven marketing organisation Headquartered in London Over 50 experienced & professionally qualified management & staff worldwide Global advocate for gold Members are gold mining companies with operations spanning six continents, representing more than 60% of total gold production

3. What we do Drive global gold demand in key markets Work to lower regulatory barriers to widespread ownership of gold products Help to develop distribution systems and promote the role of gold as a reserve asset in the official sector Jewellery marketing consumer programmes in conjunction with strategic partners Product development across sectors Go-to organisation for independent information on gold as an investment

4. Gold Price Jan 2007- Dec 2007

5. Sept �07 to March �08

6. Gold Price Jan 2008- March 2008

7. What is driving the gold price? Short term factors Inflationary fears; as a result, in particular of high oil prices Continued weakness in the dollar Unstable financial conditions Long term factors Constrained mine output Strong jewellery demand Both institutional and retail investors are increasingly familiar with gold�s portfolio diversification benefits Easier access to investing in gold via ETFs

8. Initiatives in Gold Jewellery Industry Marketing More creative and effective then ever before Richer understanding of consumer behaviour More personalised Must demonstrate relevance Product Development New product crucial/ stay up to date/ innovative design and new techniques Distribution Develop and manage your distribution/ sales network Branding Developing the brand Creating higher margins Costumer service Training staff

9. Gold�s enduring appeal Gold is much more than a commodity, and is both rare and desirable Gold is enduring, not transient Gold�s core investment value is now more relevant than ever Gold is like a good relationship; it grows in value as time passes by You have the chance to be part of a revolution, attracting consumers with better product and greater innovation Gold has become a highly desirable, aspirational and fashionable category, and the rising price has been a positive factor in driving that change

10. Where to now? The gold jewellery market has progressed significantly, but must now change gear to meet the challenges of today�s higher gold price Success in the gold jewellery market will be dependent on how well you move your consumers into this emerging high value market

11. The key to success�driving desirability

12. BASED ON GOLD�S POWERFUL, DISTINCTIVE ATTRIBUTES ACROSS ALL MARKETS Gold has stronger attributes and benefits than any competitive product, and these are more distinctive. Even diamond jewellery�s attributes and benefits are not as strong, nor as distinctiveGold has stronger attributes and benefits than any competitive product, and these are more distinctive. Even diamond jewellery�s attributes and benefits are not as strong, nor as distinctive

13. THE COMMUNICATIONS STRATEGY

14. BRAND RE-INVIGORATION: FOCUSING ON CORE VALUES AND MAKING THEM CONTEMPORARY

15. GOLD VALUES LOOK AND FEEL DIFFERENT FROM THE CATEGORY

16. FUNDAMENTAL SHIFT IN HOW �LUXURY� IS PERCEIVED

17. REINTERPRETING GOLD FOR TODAY (TRUTH + REINTERPRETATION= REAPPRAISAL)

18. IDEA STRENGTHS

19. HOW THIS IDEA WORKS

20. Global Research Results Campaign has tested well in all key markets: USA China Italy India Dubai KSA Egypt Turkey Brings a modern relevance to gold Built on relevant local truths Gold bar creates standout, gives value and profundity

21. Only Gold Print Ad � Friends And here comes �Friends� The headline shown on the Gold Bar says Only Gold Witness Friendship Only Gold Print Ad � Friends And here comes �Friends� The headline shown on the Gold Bar says Only Gold Witness Friendship

22. Only Gold Print Ad � Child This is �Child� The headline shown on the Gold Bar says Only Gold Sparks Admiration Only Gold Print Ad � Child This is �Child� The headline shown on the Gold Bar says Only Gold Sparks Admiration

23. Only Gold Print Ad � Higher Education The brilliant TV commercial is accompanied with series of warm and emotional print ads. Here is �Higher Education� The headline shown on the Gold Bar says Only Gold Pass Forward Genuine LoveOnly Gold Print Ad � Higher Education The brilliant TV commercial is accompanied with series of warm and emotional print ads. Here is �Higher Education� The headline shown on the Gold Bar says Only Gold Pass Forward Genuine Love

26. Italy/�Gold Expressions�

27. Italy/�Gold Expressions�

28. Realising ONLY GOLD�S potential global multiple formats above and below the line websites/microsites digital point of sale public relations

29. Aim of ONLY GOLD within the region Elevate the image of gold to drive desirability Drive the category with key retailers and manufacturers Create new standards in service and consumer expectations

30. Conclusion With the globalization and a rapidly evolving environment, consumers are exposed to competition. Due to that fact, jewellery market became a buyer market and not a seller market. The whole Jewellery value chain should invest in the revival and sustainability of the gold industry, not only the gold mining industry or WGC because of the vested interest of all parties. Have more strategically thinking focusing on long term success. In these volatile and challenging times, it is time to put more effort into marketing, branding and overall customer experience instead of shying away.