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International Marketing in International Marketing in

Gems and Jewelry IndustryGems and Jewelry Industry



International Marketing International Marketing Marketing is now universal discipline International marketing deals essentially with

the trade patterns (import-export) among the various countries of the world. It also

considers the trade policies and trade practices of the various countries as these

govern the buyer-seller relationship in the international market.

The process of focusing the resources (people, money, and physical assets) and

objectives of an organisation on global market opportunities and threats.

International marketing as the marketing of goods and services across national

frontiers and the marketing operations of an organization that sells and produces with

in a given country. Promotion is the best step of international business. Promotionwhich plays a major role in export marketing success.



T ool of International Marketing T ool of International Marketing

Advertising

Price promotions

Sponsorships

Point-of-purchasePersonal Selling

Public Relation

Export Promotion Organization-

Trade Fairs and Exhibitions

BrandAmbassador

Website promotionJewelers use Bollywood stars to promote jewelery



S omething about S omething about GitanjaliGitanjali

Gitanjali Group a 5000 crores company, strategically positioning itself as the leading

diamond studded jewellery-manufacturing company, today has one of the largest fully

integrated diamond and jewellery manufacturing plants in the country. The Group, which has

been a pioneer in the branded jewellery industry, has always been at the threshold of boosting

the production of quality jewellery, which has obliquely proved to be an excellent, branding

and marketing strategy backed by a formidable retailing network - all ensuring the group an

enviable advantage in the jewellery arena. The Gitanjali Group is engaged in the business of

sourcing rough diamonds, its manufacture, import and export of diamonds, manufacture of

plain and diamond studded gold and platinum jewellery and its marketing and domestic

retailing. As Jewellery exports form one of the largest contributors to the foreign exchequers,

the jewellery major Gitanjali, is one of India¶s high-end contributors to the foreign exchequer

as well as a major player in the domestic market.



Marketing Strategy of Marketing Strategy of D·damasD·damas

Immense Retailing

Extensive advertising

Association with Sports:

3-year contract to create jewellery for Wimbledon Tennis

Championship

Gitanjali behind Kolkata Riders-2008

exploring a whole new sphere of e-tailing..expect to capture 35 per cent of the total online jewellery sales in India by 2010. By 2010,targets 3-5 per cent of its

total sales to come through ecommerce.

The D¶damas Global Souk offers fun, excitement and a shopping experience.

OmanAir welcomes D¶damas as its newest partner in the Sindbad Frequent Flyer Programme.

Entered the field of themed malls with Wedding Centres .

Mass media ( advertisement in newspaper, TV, etc)Jewelry exhibitions

They have brand ambassadors

And company have own website like WWW.D¶damas.com there we can easily watch their

products & their prices and buy the products by E-business.



C om pany profile of C om pany profile of T anishqT anishq

Tanishq is apart of Tata group. Tata Group has operations in more than 85

countries across six continents and its companies export products and services

to over 80 nations. Tata Jewellery comprises of- Tanishq and Gold Plus.

Tanishq have Ta-Tata and nishk-gold coin. Tanishq started the business in

1995.Mr. Jacob kurien is CEO of tanishq.

To expand its retail presence overseas, Tata's promoted Tanishq, the jewellery

business group of Titan Industries, will be coming up with its two stores in

United States by 2008-end.

Speaking to The Indian Express on sidelines of a conference, the vice president

Retail and Marketing, Jewellery, V Govindraj said, "Tanishq would be opening

two jewellery boutiques in US by this year end. These stores will be company

owned and are on a pilot basis."

With an interesting product mix, the company will be including a large part of its jewellery design mix, targeted at ethnic Indians. "Clearly, a large part of the

product mix will be for ethnic Indians and Non Resident Indians (NRI)," said

Govindraj.



Marketing S trategy of Marketing S trategy of T anishqT anishq

Customer Schemes-Durga Pooja,Akshaya Tritiya.

CategoryMelas-Limited Period Offers.

Karat Meter Testing-Jewellery Servicing.

BrandAmbassador-Asin.

M

ovieA

dvertising-JodhaA

kbar, Paheli.DirectA pproach to Marketing.

Hoardings, FM Radio.

Bank in association with jewellery major Tanshiq group launches the first jewellery card

First comprehensive and powerful Jewellery Credit Card

Exclusive Purchase and Lifestyle benefits.

Chit funds etc.

Recently Tanishq International jewellery shows

Japan's largest jewellery trade show covering the entire range of jewellery, gemstones and

jewellery products. Collections unveiled from some 1,200 prestigious suppliers from 35

countries. Discover the latest Japanese jewellery designs. IJT attracts retailers,

wholesalers/distributors, import/export traders and manufacturers in the jewellery industry from

all over the world.



C ompany profile of C ompany profile of RosyBlueRosyBlue

The Rosy Blue Group was founded in 1960 by Arunkumar Mehta and Bhanuchandra

Bhansali. The company started as a small Mumbai workshop, but soon became a

network of specialist businesses, each able to successfully fulfill client needs. This

eventually formed the platform for a global company which provides employment to

over 10,000 people.

Rosy blue are a key player in the diamond business with a global client base. Our

reputation in the industry is unparalleled in terms of both quantity and quality. We

would like to emphasize that our primary focus is in manufacturing. The polished and

rough dealing activities are there to create efficiency and scale in our manufacturing

operations, thus enabling us to provide consistent supply to our polished and jewellery

clients.



Marketing strategy of Marketing strategy of RosyBlueRosyBlue

Used commercial ads to recapture the brand's heritage since Orra has been around for

116 years and it was essential to portray its rich tradition.

Retail strategy- Positioned as an µOnly Diamonds Store,¶ it aims at bringing to the

consumers the finest diamond jewellery in a world-class retail setting.

Rosy blue was associated with IIFA 2006.

ORR A has had a long and successful association with the Hollywood and Bollywood.BCCI commenorates Sachin Tendulkar for his feat of achieving 12000 runs, with a

trophy designed by ORR A.

BCCI appointed ORR A to create a trophy to honour Anil Kumble for his

commendable record of 600 test wickets.

Recent Rosy blue jewellery shows

TheG

emstone Industry & Laboratory Conference (G

ILC) will return to Tucson in2010. For more than a decade the International Colored Gemstone Association (ICA)

has organized GILC in various parts of the world, bringing top industry leaders

together to present research findings and discuss gemological and (certification or

laboratory) issues relevant to the trade and the consumers.



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