Swarovski's Crystals


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Case Details:

Case Code : BSTA124
Case Length : 10 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note :Not Available
Countries : Austria
Industry : -

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction

Sanjay played golf as a handicap four player. But when he won the President's Golfing Out Tournament trophy he was rather disappointed. He felt that the trophy did not convey anything about the event. So he himself designed a glow-torch like, battery-operated trophy for the Air Sahara CEO Achievement Cup. The trophy was embellished with Swarovski cut crystals. After all, Sanjay was the Country Manager of Swarovski India Limited's crystal components business.

With sponsors increasingly looking at designs that effectively communicated the essence of the event, designers were using materials like granite, glass, cut crystals, stainless steel and silver innovatively.

The prices ranged between Rs 1 lakh and Rs 5 lakh, including designer fees and material. With the demand for trophies growing, the number of players in the business had gone up from 15 to 70 over the years offering more choices to the winners.

Very soon, ICC commissioned Sanjay to design the Cricket's "Oscars". The design featured a crystal cricket ball studded with over 4,200 Swarovski crystal chantons, resting on a hand extended from an aluminium base. The crystals symbolised the enchanting and captivating nature of cricket, while the hand represented the "breaking through"of existing standards in the ultimate pursuit of excellence...

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