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ICF MARKETING PROGRAM

Explore how to add value to crystal products to attract modern consumers. Analyze current trends and propose strategies for growth, communication, and industry collaboration.

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ICF MARKETING PROGRAM

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  1. ICF MARKETING PROGRAM HOW CAN WE “ADD VALUE” TO CRYSTAL AND MAKE CRYSTAL MORE DESIREABLE TO TODAY’S CONSUMER?

  2. CURRENT SITUATION • Crystal Sales Peaked in 1999-2000. • Total Crystal Imports Have Declined 40% Since 1999-2000 (- $166 million). • Glass Stemware/Giftware Imports Are Up 30% Since 1999-2000 (+ $135 million). • Crystal Retail Prices Are Lower Today (in real terms) Than They Were in 1990: 1990 S/W = $3.55/Piece (26.0 million pieces) 2006 S/W = $3.83/Piece* (21.2 million pieces) (*1/2% annual increase over 16 years)

  3. 2006 Glass Imports From China ProductTotalChina% STEMWARE $189.3 M $ 62.9 M 33% GIFTWARE $397.9 M $212.2 M 53% ORNAMENTS $194.3 M $130.4 M 67% LIGHTING $ 83.6 M $ 31.6 M 38% TEMPERED $ 27.1 M $ 8.1 M 30% VOTIVES $ 14.2 M $ 7.2 M 51% MILLEFIORI $ 8.5 M $ 5.9 M 69% PERFUME BTL./ $ 3.6 M $ 2.0 M 56% SMOKING ACC. GRAND TOTALS $918.5 M $460.3 M 50%

  4. CURRENT SITUATION • “Market Power” Is Increasingly Concentrated In A Few National Retail Chains. • Retailer “Private Label” & “Designer” Brands Account For A Larger Share Of Market Than Ever Before. • “Designer” Or “Celebrity” Collections Are Frequently Better Known Than The Manufacturer’s Own Brand. • In General, “Tabletop” Manufacturers & Distributors Are Not Operating On A Profitable Basis. • Industry Consolidation & “Change Of Ownership” Is Accelerating.

  5. Positives Beautiful/Brilliant Elegant/Luxurious Prestige “Collectible” Consumers have an emotional connection with crystal. It makes them feel better about themselves. Negatives Expensive Fragile Used Infrequently Requires “Hand Washing” Consumers view crystal as having little value in their lives - it is a time consuming extravagance. IS “CRYSTAL” RELEVANT TO TODAY’S CONSUMER?

  6. Advertising /Public Relations: *National Advertising *Bridal Advertising *Retailer Advertising *Internet Advertising *Sales Promotions *Special Interest ”Events” & Articles Current Industry Practice: *Little or No Activity *Limited Activity *Controlled by Retailer *Limited - Retailers *Retail “Sales” *Limited activity (Specialty Stores) HOW DO WE COMMUNICATE WITH THE CONSUMER?

  7. WHAT CAN THE ICF DO TO HELP THE CRYSTAL INDUSTRY? • IDENTIFY OPPORTUNITIES FOR PROFITABLE GROWTH. *Collect and analyze current consumer sales and “channel of distribution” market information (USA & E.U.). *Conduct original market research to identify consumer needs/desires. *Share information on successful consumer “home” marketing programs. *Coordinate industry marketing conferences to stimulate new industry design & marketing initiatives.

  8. WHAT CAN THE ICF DO TO HELP THE CRYSTAL INDUSTRY? • CONDUCT A CONFERENCE FOR ICF MEMBERS TO INTERACT WITH MARKETING, RESEARCH, AND PRODUCT DEVELOPMENT PROFESSIONALS. • EXPLORE THE DESIREABILITY OF AN “ICF SEAL OF APPROVAL” FOR PRODUCT QUALITY/COMPLIANCE WITH INDUSTRY STANDARDS (i.e. GOOD HOUSEKEEPING “SEAL OF APPROVAL”). • COORDINATE INDUSTRY PUBLIC RELATIONS OPPORTUNITIES TO ATTRACT AS MUCH COVERAGE AND CONSUMER INTEREST AS POSSIBLE. • CREATE DESIGN AND PRODUCT DEVELOPMENT AWARDS TO RECOGNIZE INDUSTRY ACHIEVMENTS AND GENERATE MORE CONSUMER INTEREST.

  9. WHAT CAN THE ICF DO TO HELP THE CRYSTAL INDUSTRY? • EXPLORE WORKING WITH THE CSC MORE CLOSELY TO SHARE COMMON EXPENSES (administrative, general legal expenses, and communication). • SPEND MORE TIME AND RESOURCES ON “PROACTIVE” MARKETING ACTIVITIES OF COMMON INTEREST TO THE “TABLETOP” INDUSTRY. • ASK LEADING “PUBLIC RELATIONS” FIRMS TO PROPOSE ACTIONS THE INDUSTRY COULD TAKE TO IMPROVE THE “PERCEIVED VALUE” & CONSUMER INTEREST IN CRYSTAL.

  10. CONVENE A CONFERENCE OF ICF MEMBERS TO DISCUSS AND RANK THE OPPORTUNITIES FOR “INDUSTRY COORDINATION AND COOPERATION”. • The industry is at a critical point in its long history. We can explore opportunities for greater cooperation or we can continue to have the ICF serve as the industry “clearinghouse” for legal, regulatory and safety issues. • Many of the opportunities for additional areas of cooperation do not have substantial costs associated with them. Public Relations programs would entail additional costs. If undertaken, there would have to be a “separate budget” for these programs divided among the participants.

  11. Member Comments and Suggestions Are Welcomed

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