Damas Case Study

Great Essays
DAMAS – A PR SUCCESS STORY OR FAILURE?

1. Introduction – What is Damas?
Damas Jewellers, or popularly known as Damas, is one of Middle East’s leading jewellery and wristwatch makers and retailers that have got an international reputation as well. The headquarters of this company is in Dubai, United Arab Emirates and the business started in the year 1907. As of today there are around three hundred (300) outlets in the GCC region. In 2012, Damas became a part of the Mannai Corporation and is completely owned by it.

The vision of the company is to transform itself from a brand in Dubai to an international trademark from Dubai. The mission statement of the company is to make an environment that will bring in more talent from professionals
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This page updates new posts fairly regularly although most of these posts are not just related to events but also their timelines like their anniversary. These posts have on average anywhere from three hundred (300) likes to ten thousand (10,000) likes.

Damas also has an Instagram page which has 166,000 followers and around 1,300 posts.

There are two Twitter accounts by the name of @Damas and @DamasJewellery which are both the official twitter tags of Damas, one for international coverage and the other for mainly the GCC posts. However, Damas also has a YouTube page on which it has only four uploads.

3. Analysis
Damas can be put in the category of wanting reputation management goals. This means that it wants to shift its reputation from being a brand in Dubai to an internationally known brand from Dubai. The objective of the company is also in line with the following three things:
1. Build an environment, that
2. Attracts professional talent, that
3. Furthers the reputation of the company

To achieve these goals and objectives, Damas has tried to do the following things:
1. Join hands with the best partners, i.e. DeBeers Group
2. Big celebrity
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The tone of the content is not completely interesting and this type of press releases may not help Damas with its market leadership goals. They should may take inspiration from other global brands like Tiffany & Co. and see how they do it.

Their Penelope Cruz commercial for Sama is the best commercial they have made until now, but on its own it needs to be more attention grabbing. All of their other commercials lack a storyline completely which does not attract the customers attention. These days there are many advertisements which use elements of surprise and humour to make sure that the consumer will remember that service or product, but with Damas this is not easy to see since their ads are not enough to be remembered.

They have been trying to create a presence on social media and for now they have managed to make sure that they are using and updating four platforms. However there are many more platforms they should be thinking about, like Pinterest. And even now their use of social media platform is not the most attractive, fresh or

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