Jewellry Industry

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