8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 1/20
Jewelry Industry
In
India
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 2/20
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 3/20
Rs. 900 Billion CAGR 15%
Organized Sector: 5%
Jewelry Industry In India
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 4/20
Jewelry Brands In India
Brand Turnover (Rs. Crore)
1098
1993.84
4,600 Cr.
885.2
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 5/20
Factors Leading To Change
Jewellery Retailing
Certification
Technology
Significant growth of the domestic industry
Increase in Exports
Rising Income Levels Large target consumer base
Changing Lifestyle
Skilled manpower
Government Support
Competition fostered innovation
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 6/20
Buying Behavior
Quality conscious consumers
Investment to accessory
Frequent purchase
Gold Jewelry to Platinum and Gemstone
Rising awareness about quality standards
Traditional Jewelry to modern jewelry
Upper echelons of societytothe middle and upper middle class
Demand for light jewelry is increasing
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 7/20
Entry Of Organised Players
Enormous potential for growth
Gap in the market
Diversification opportunities
Brand conscious consumers
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 8/20
1995 Rs. 4,600 Cr.
104 stores, 71 cities
Tanishq
2/3 revenue of Titan
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 9/20
Target Segment
Tanishq
Tanishq
Upper middle class urban women
Gold Plus
•Traditional 22 karat jewelry consumer segment
•Small towns
Zoya
Upper class urban women
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 10/20
Marketing Strategies
Tanishq
360o approach in creating brand equity
Objectives
To build trust
To create differentiation
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 11/20
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 12/20
Tanishq
Building Trust
Educating customers about the unethical practices
Ad campaigns emphasised the purity aspect
Carat Meters
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 13/20
Tanishq
Creating Differentiation
Innovative designs
Traditional and contemporary
‘Dancing Diamonds’
Regional designs
Retail brand
Unique shopping experience
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 14/20
Tanishq
Brand extentions
Gold Plus
Zoya
Product line extensions
Mia
fg
Creating Differentiation
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 15/20
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 16/20
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 17/20
Tanishq
Promotions
In film
Paheli
Jodha Akbar
Sales Promotions
Golden Harvest Scheme
Anuttara loyalty club
Swarnanidhi
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 18/20
SWOT
StrengthsTATA brand equity
Quality and trustDesigns
Innovative marketing
strategies
Retail footprint
Opportunities
Rising disposable incomes
Rising brand consciousness
Changing buying behaviour
Rising global demand
Govt. support
Weaknesses
Inability to customize
Limited purchase points
Limited advertising
Threats
Rising gold prices
Increasing competition
Lack of skilled labour
Technological limitations
Fluctuating exchange rates
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 19/20
Future Outlook
Expected growth rate: 20% by
2015
Increase in organized sector
Move towards luxury
Shifting focus
From gold to other metals
From colorless diamonds
to colored diamonds
Higher growth in the
gemstone industry
Focus on high margin
segments
Creative stores
Better visual
merchandizing
Better trained staff
Greater focus on packaging
Significantly lower inventories
8/13/2019 Jewellry Industry
http://slidepdf.com/reader/full/jewellry-industry 20/20
Thank You
Top Related