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MOHANLAL DAYAL VINAY MANDIRSP-1 RIICO INDUSTRIAL AREANEEMRANA, ALWAR (RAJASTHAN)AFFILIATION NO. 173034
BUSINESS STUDIES PROJECT ON MARKETINGSUBMITTED TO: - MRS. YAVNIKA ARORASUBMITTED BY: - KIRAN, VISHA, CHANDAN, NAVRATAN, POOJA, POONAM, NIKITA
“Marketing is telling the world - You’re a Rock Star.”This project has been made for the completion of necessary requirements of CBSE, so as to learn the marketing.We are pleased to submit project work in Business Studies for Class XII.This project has increased our marketing skills and knowledge more then before. This project is strictly according to the guidelines given by CBSE.
1) Understanding the marketing concept.2) Importance of marketing.3) Marketing Philosophies & marketing mix.
This project helped us to understand the various aspects of marketing.
PREFACE
ProductSelected
Jewellery
IntroductionJewellery consists of small decorative items worn for personal adornment, such as rings, earrings, necklace, etc. Jewellery may be attached to the body or the clothes. The word Jewellery itself is derived form word “Jewel” Anglicized from old French “Jovel”. The first signs of Jwellery came from the people of Africa. Perforated beads suggesting shell Jwellery made from sea snail’s shells and have been found dating to 75000 years ago at Blombos cave. Widespread of Jewellery [designs & styles] have came from Asia. The Indian Subcontinent has a long Jwellery history, which went through various changes.“That is why we have choosen Jewellery as our product for the project.
Competitive Brands
1. Tanishq2. Kalyaan 3. P. C Jewellers4. D’damas
Our main Competitors
Tanishq
Tanishq is a prominent Jewellery brand of India. It is a division of Titan Company by Tata Group. The name was formed by combining the first two letters from Tata & “NISHK” (meaning gold coin or necklace in Sanskrit), although the “K” has been modified into “Q” as TANISHQ.
Type Subsidiary of Titan Industries ltd.
Industry JewellersFounded 1994Headquarters Bengaluru, KarnatakaWebsite www.tanishq.co.in
KALYANJ E W E L L E R S
Kalyan Jewellers is the largest jewellery chain in India. It is headquatered in Thrissar city, Kerela. T. S. Kalyanraman is the Chairman and Managing Director. Kalyan Group is the holding company of Kalyan jewellers. It was started in 1993, the first jewellery shop named Kalyan Jewellers in Thrissar with a capital of 7.5 million. The chain has now 79 showrooms spread across India.
Type PrivateIndustry JewellersFounded 1993Headquarter Thrissar, KerelaNumber of Employees 8000Revenue 94.73 billion(US $ 1.5
B)
PC Jeweller
PC Jeweller limited started operations in April 2005 with one showroom at Karol Bagh (Delhi). It is a first generation business promoted by two brothers – Padan Chand Gupta and Balram Garg. Now, it accordingly has been opening showrooms at regular intervels and today has strength of 53 stores spread over 40 cities. PCJ engages in manufacturing, export, wholesale & retail of Jewellery in India. It offers Gold & Diamond Jewellery.
Type PublicIndustry ConglomerateFounded 2005Headquarter New Delhi, IndiaTraded as BSE : 534809 NSE : PCJ
D’damas
D’damas is a JV between Gitanjali and Damas, Dubai. D’damas has the largest sales of single brand exclusive franchise network in India and the first diamond jewellery brand to have retail operations abroad as well. The S & D model of D’damas consists of B2B, B2C, Franchisee, Corporate and E-Commerce verticals spread across 1000+ retailers in 400 towns.
Type PrivateIndustry Gems & JewelleryFounded 2003Headquarter MumbaiParent Gitanjali GroupWebsite www.ddmas.co.in
OurProduc
t
Product is an element of marketing mix representing the tangible and intangible elements offered to the customer in order to satisfy his need.Product is the most visible component of the marketing mix.
Our Product
Features of Our Product: -
25 years of trust. Trusted by lakhs of families. Purity as per standards. ISO recognized. Minimum labour charge. Unlimited attractive designs.
• We developed a signature style early on.• We have a well defined brand story.• We communicate value and prices accordingly.• We partner with the Right clients, not just any client.• We have devoted base of raving fans.• We didn’t get there overnight & know when to move.• We are dedicated & resilient.
U.S.P of our Product
• Hallmark obtained from BIS.• Jewellery conforming to IS 1417.• Issued by Branch Office of BIS.• Bank Guarantee.• Agreement jointly signed by Jeweller &
BIS.
Legal Permissions
LOGO & TAGLINE
Product List NECK :
NECKL ACE WITH PENDENTSETSCHAINS AND CASUAL WEAR
ARMS & HAND :ARMLETSBRACELETSBANGLESCUFFL INESSL AVE BRACELETS
SPECIALS :ROYAL SETWEDDING SPEC IALEVENT SPEC IAL
& MANY MORE
Packaging refers to the act of designing and producing the container or wrapper of a product. It plays an important role in determining customer attitude towards the product. Sometimes by looking at the packaging the customer tries to assess the product quality. Good packaging is one of the important factor in the success of products.
Importance of packaging: -
1. Product Differentiation2. Innovational Opportunity3. Self Service Outlets
Packaging
Transportation is the means to carry people and goods from one place to another. This has become very important in each stage of human civilization
Our company uses three means of transport for the carrying goods from one place to another i.e. Roadways, Railways and Airways.
In roadways we use buses for carrying goods and raw materials. We use buses to supply or to make our jewellery available in the local area.
In railways we use special trains for carrying goods and raw materials. We use trains because we have to maintain security, reliability and speed.
In airways we use private Aircrafts for carrying goods and services. We use airplanes only for exporting and importing goods because our goods needs safety and Airplane is the safest means of transport for jewellery point of view.
Transportation
Medium of distribution channel hurdles of time, place and possession are eliminated and goods/services are made available to consumers from
manufacturers.
Channels of Distribution
When products are costly it is best to use small channels of distribution. Gold ornaments are very costly products that’s why for their distribution, small channel is used.We always try to provide our customers the best quality with low cost as well.Thus, we are concerned about our prices at which our customers buyes.Our company has selected Direct Channel of Distribution.
Channel of Distribution Selected
Manufacturer Customer
Showroom
Warehouse is a storage structure constructed for the protection of the quality and quantity of the stored produce. The need for a warehouse arises due to the time gap between production and consumption of products. Warehousing or storage refers to the holding and preservation of goods until they are dispatched to the consumers. By bridging this gap, storage creates time utility.
Our company has its own warehouses. All the warehouses are situated with the Production unit only i.e. where our production unit or plant is situated only at that place our warehouses are also situated.
All the units and warehouses of our company are situated near the National Highway’s and the market because it provides us the good distribution network and facilities for distributing and selling the products
Warehousing
The term “price” denotes the money value of a product or service. It is the amount of money the seller is asking for the product he offer for sale or the amount which buyers are to pay for it. Price is an important element in the marketing mix of a firm and affects other components of the marketing mix.
Our company has comparatively very low places as we first want to establish ourselves in the market by providing our material to a lot of people who can connect with them.
It is basically targeted for all the income groups, so the price is less with an incredible quality and for daily consumption.There is not much risk involved as chocolates are always in trend.
PRICING
Customer Demand Cost of Production Profit Sales
Event special set of 2 ct.
20000 x 2 + 200 x 20(polishing) + factory
expenses3000 5000
Royal set of 5 ct.20000 x 5 + 200 x 50 + factory expense 10000 13000
A Ring of 50 gram.50000 + 5000 + 5 x 200 + factory expenses 500 11000
A Bracelet of Gold with 2.5 gram only.
5000 + 2.5 x 200 + factory expenses 300 6000
• 1 ct. = 10 gram = 1 tola (1 ct. = Rs. 20000)• Rs. 200 = Polishing charges per gram• Minimum labour charges.• Addition of copper (as base) according to need.• Amount of gold depend on demand.
Promotion is the process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal and impersonal communication with customers.•Digital Advertisement: - Our Company uses digital advertisements like advertisement on television, roadside digital advertising boards, advertisement on different websites, etc.•Printed Advertisements: - Our Company also emphasises on printed advertisements like advertisements in the newspapers, magazines, roadside simple boards, etc. • •Personal Selling: - Our Company also believes in personal selling i.e. oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales.
All the promotion methods discussed above helps our company in persuading the customers for buying our products. This all leads to increase in the sales and reputation of the company.
PROMOTION
Brand Ambassador
ConclusionIt was a wonderful & learning experience for us while working on this project. This project took us through the various phases of project development and gave real insight into the world of marketing on project selected jewellery.
They (competitors) made us challenging and gave us a feel of developers. Thus, there involved a joy of working & thrill in various problems.
It was due to this project we came to know about marketing in vast. We also expended our knowledge about Jewelleries.Lastly, we enjoyed each & every bit of work we had put into this project.
Thank You
