Case Studies in Marketing

We have already determined that case studies are very valuable in the business world. This is particularly true in the marketing field, which includes advertising and public relations. While case studies are almost all the same, marketing case studies are usually more dependent on interviews and observations.

Well-Known Marketing Case Studies

De Beers

De Beers is a diamond company headquartered in Luxembourg, and based in South Africa. It is well known for its slogan, "A diamond is forever," which has been voted the best advertising slogan of the 20th century.

Many studies have been done about De Beers, but none are as well known as its marketing case study, and how the company positioned itself to be the most successful and well-known diamond company in the world.

De Beers developed the idea for a diamond engagement ring. It also invented the "eternity band," which is a ring that has diamonds going all around it.

It also invented the three-stone ring, signifying the past, present, and future. De Beers was the first company to attach its products, diamonds, to the idea of love and romance. They originated the idea that an engagement ring should cost two months' salary.

The two-month salary standard is particularly unique, in that it is totally subjective. A ring should mean the same whether the man makes $25,000 a year or $250,000. And yet, the standard sticks, due to De Beers' incredible marketing skills.

The De Beers case study is one of the most famous studies, when it comes to both advertising and marketing, and is used worldwide as the ultimate example of a successful ongoing marketing campaign. ]]>