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Presented By:

Group 2

Group 4

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Only Minerals and metals Trading Corporation ofIndia and SBI allowed to import gold

Investment source

Less Retail jewellery outlets Designed in traditional Indian style Fabricated mainly in 18 , 22, 24 carat gold 18 carat gold was considered to be of low quality Buyer had faith in his jeweller who catered to

local taste

TRANSITION PHASE

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Witnessed shift in consumer perception

Investment Aesthetic appeal

Trendy, affordable and light weight jewellery gainedmomentum

Large export houses were allowed to import gold freely

Younger generation looked for trendy design and

avoided traditional heavy designs

Consumer wanted wider selection at a singleconvenient location

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Consumer was willing to experiment

with designs

Increase in the no of designers fromdesign schools eg:NIFT

All This led to Proliferation of BRANDED

JEWELLERY PLAYERS

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Private investors Foreign Investors

Gilli

TanishqCarbon

Oyzterbay

Trendsmith

DeBeers

Tiffany

Cartiers

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STRATEGIES

FOR

WOOING CUSTOMER

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Brand name for the jewellery division ofTitan Industries Ltd

Launched in 1995W

as the TrendsetterStarted with 18 carat but soon expanded to22 and 24 carat ornament

Initially started selling through multibrandstores

In 1998 it opened its own chain of retailshowroom

Market Share = 27% of branded jewellerymarket

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Brand Building Strategy

i. Differentiation (through Designs)

ii. Build trust (by educatingcustomers)

Focused on quality control to stay ahead

of local competition and introduced

caratmeters USP was purity of its gold

Focused on urban and rural markets

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Launched in 1996 by Bangalore basedPeakok Jewellery Pvt Ltd

Laid emphasis on design

In 2002 it launched its Sun Sign CollectionStarted selling throughi. multibrand retail outletsii. internet Carbon items were impulse purchase

Focused on minimizing loss of gold whilemanufacturing by adopting JapaneseKaizen approach

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Targeted well paid urban professionals

falling between 24-38 years

Its cost was fixed

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Launched in March 2001 and founded by VasantNangia & his team

Tag Line Jewellery for the living USP was its simple but stylish and affordable

jewellery Market Share = 1.7% of branded jewellery market Initially was positioned to the modern young

women(18-24 years old) Later on transformed from youth brand to brand for

all occasions like office wear ,evening wear or fitnesssession

Targeted middle aged and affluent housewives Constantly bring in change in their designs to offer

exclusive products

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Launched in 1994 by Gitanjali jewels as a distinctbrand

Its designs combined Indian andWestern styles Focused on Contemporary Indian women ( 15-30

years) Market Share = 1.4% of branded jewellery Sales were throughi. Multibrand storesii. Mail order Catalogue The only brand focussed on teenagers by

promotional campaigns in colleges,customizing products for occasions likeValentines day

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Branded jewellery players will face

tough competition from local traditional

playersThey need to have strategies to

differentiate themselves with designs to

sustain in the market

Focus on their advertisements and astutesalesmanship to lure the loyal customers

of traditional players

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Thank You