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Malabar Gold and Diamonds - Case Study - Marketing Strategies

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Malabar Gold and Diamond and their marketing strategies for the Indian and Middle East market. …

Malabar Gold and Diamond and their marketing strategies for the Indian and Middle East market.
A CASE STUDY ON MARKETING STRATEGIES OF A CONSUMER DURABLE COMPANY.


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  • 1. ENTREPRENERUSHIP PROJECT YASHASWINI AGARWAL 2013
  • 2. TABLE OF CONTENT d) Events Sponsored f)Social Responsibility g) Distribution Channels 11 Charts 12 SWOT Analysis 13 Conclusion 1 Certificate 2 Title 3 Acknowledgement 4 Introduction of the Entrepreneur 5 Growth Profile 6 Financial Profile 7 Product Mix 8 Place Mix 9 Promotion Mix 10 Marketing strategies a) New Stores Opened b) New Products Launched c) Awards Won
  • 3. A CASE STUDY ON MARKETING STRATEGIES OF A CONSUMER DURABLE COMPANY.
  • 4. INTRODUCTION OF THE ENTREPRENEUR The name ‘Malabar’ itself gives a clear idea of its origin, it was born on 5th July 1993 at Kozhikode which is known as heart of Malabar i.e. Northern Kerala. The founder of Malabar gold is Mr. M.P. Ahamed, who is also the present chairman. Earlier Malabar gold was known as ‘Malabar Jeweller’.
  • 5. GROWTH PROFILE Malabar Gold was first started in 1993, at Calicut in Kerala. There first target was to complete their presence in Kerala which took them almost ten years. Simultaneously they started expanding to Karnataka and Andhra Pradesh. Currently they have a presence in all the districts of Kerala and the major expansion programmes are settled in Tamil Nadu, Karnataka and Andhra Pradesh. They are also looking at developing operations into other regions in India; the immediate plans are in the north and central regions. It was in 2000 that the group decided to expand its presence and come to the Gulf countries. The network was steadily developed in the southern Indian state of Kerala where the group is currently headquartered. As early as 2002 they had opened an outlet in Dubai, in Qusais. It was a small operation, and soon winded up in 2003 and they decided to make an exit. They re- entered the UAE gold market with a retail store in Sharjah in June 2008 and within a year expanded to Dubai and two other emirates of the UAE. In less than three years they were able to open 17 retail outlets and two wholesale operations in the UAE, Oman, Saudi Arabia, Bahrain and Kuwait. Recently they have opened an outlet in Doha.
  • 6. PRODUCT MIX Malabar Gold and Diamonds offer a variety of jewellery products in Gold, Platinum and Diamonds. Each of this category includes • Bangles • Earrings • Necklaces • Pendants • Rings Apart from this they hold exclusive collection of jewellery named: • Mine- Diamond Unlimited • Era – Uncut Diamond Jewellery • Divine – Indian Heritage Jewellery • Ethnix- Hand crafted Designer Jewellery • Starlet – Kids Jewellery • Precia – Precious Gem Jewellery. Also, they have specially crafted jewellery named: •Kashmeera •Kunadan •Meenakari •Traditional •Turkish
  • 7. THE GOLD COLLECTION
  • 8. MINE’ DIAMONDS It is an exclusive offering from Malabar Gold & Diamonds. Mine is a brand from the joint venture between Malabar gold & Diamonds (The Leading Retail Jewelry Chain) and Mahendra Brothers (One of the World's first & largest DTC sight holder). 'Mine' offers exotic & exquisite range of collections in Bridal, Solitaire, Everyday Lightweight, Men's & Platinum Diamond Jewelry. This exclusive brand of Malabar Gold & Diamonds, comes with the quality assurance of EF-VVS diamonds with IGI (International Gemological Institute) certification, Lifetime Free Maintenance, 100% buy-back guarantee and One Year Free Insurance. ERA is an exclusive collection of uncut diamond jewellery. It is inspired by the heritage culture of India. The designs are a fusion of ageless Indian jewellery styles with modern trends. Mughal royalty wore these as a sign of prestige and heritage. Exquisitely crafted in 22 Karat gold, the collection features uncut diamonds and precious stones, offering unmatched craftmanship, purity and design excellence to jewellery lovers everywhere.
  • 9. DIVINE is a tribute to Indian tradition and craftsmanship. Unique in style, painstakingly carved, inscribed and embedded, Divine aims to revive memories of a golden era marked by royalty, culture, and vintage lifestyles. But more than ever, Divine marks a celebration of a bond; a union we made once, but one that lasts a lifetime. Inspired by nature, fuelled by beauty and belief, it is the result of artistic imagination and fine craftsmanship connecting the prehistoric ages to the present day, Divine is one of its kind in beauty and quality. ETHNIX handcrafted designer jewellery is one of the most exquisite brands in Malabar Gold & Diamonds showrooms all across India and the Middle East. This intricately crafted collection features necklaces, pendants, earrings and bangles. The poise of traditional craftsmanship and intricate designs is visible in every piece, with meticulousness and graceful enamel work making them the most cherished pieces of artistic expression. They offer customized designs for those who aspire to be unique, and meticulously craft exclusive designs as per individual specifications in various colours and designs, often averaging over 200 skilled man-hours on a piece.
  • 10. STARLET - Moms love to doll up their little ones with fancy and attractive jewels. So there is no wonder that kids’ jewellery has become very popular and a wonderful range of jewellery articles for children are available for all age groups. Not only do the designs have to be playful and unique to suit the mischievous nature of children, but the metals need to be 100% child-safe and non-hazardous. Starlet jewellery is really gorgeous for children and crafted using the latest in child-friendly technology, these collections will be the ideal souvenirs for children of all ages. By introducing varieties of design Starlet grab the little minds between the age group of 1-10, each piece is carefully created with no sharp edges and using the most child-safe materials possible. PRECIA Malabar Gold & Diamonds now presents a graceful collection of gem jewellery for the woman today; Precia-Precious Gem Jewellery it featuring an assortment of stunning designs, incorporating precious gems like ruby, emerald, yellow sapphire and blue sapphire crafted in 22K gold, the vast collection of Necklaces, bangles, earrings and rings are sure to enthrall everyone.
  • 11. 1.Kashmeera - It is a unique collection of Kashmiri gold bangles studded with pearls and precious stones. Inspired by the traditional Kashmiri attire, these bangles are unique, bringing together the perfect blend of tradition and trends. The best attribute of these bangles are that they can be worn with any kind of dress – be it conventional or contemporary 2. Kundan – One of the oldest forms of jewellery made and worn in India is the 24 carat pure gold Kundan jewellery. It is a method of gem setting, consisting of inserting gold foils between the stone and it’s mount. Kundan jewellery received great patronage during the Mughal era and the most beautiful pieces were created in those times. Even today, it remains an integral part of traditional wedding trousseau for a bride.
  • 12. 3. Meenakari – It is the art of decorating metal with enamelling by attaching or fusing pieces of different mineral substances, over it. It is considered the most alluring and technical of all metal decoration. Meenakari involves the fusion of colored minerals, such as cobalt oxide for blue, copper oxide for green. This on the surface of the metal, gives the effect of precious stone inlay work. 4. Traditional – In traditional India, the desire to adorn oneself led to the origin of jewellery. Since then, Indian women and jewellery has gone hand in hand. Malabar Gold has brought together a vast collection of traditional jewellery for the factions who enthralled by the heritage and are interested in preserving and possessing the rich cultural heritage.
  • 13. 5. Turkish- Turkey is well known in international jewellery sector not only because of its innovative design and elegant workmanship but also for its latest technology. As Malabar Gold extended its presence to Middle East, it has now made available these unique jewellery available at all stores across India and Middle East so that their customers can relish from a wide variety of Turkish inspired jewellery.
  • 14. price MIX On various occasions the pricing of the jewellery varies. Below are some prices of certain items: Necklace- Rs. 89,000 Earrings – Rs. 27,000 Necklace- Rs. 9,000
  • 15. PLACE MIX IN INDIA (68) -  Dilshuknagar, Kakinada, Kukatpally, Kurnool, Rajahmundry, Somajiguda, Tirupati, Vijayawada in Andhra Pradesh  Karol Bagh in New Delhi  Rajkot in Gujarat  Dickenson Road, Davagere, Hassan, Hubli, Jayanagar, Manglore, Mysore,Phoenix Bangalore, Tumkur, Udupi and Rajajinnagar in Karnataka .  They have a total of 32 stores in Kerala . Some common ones are Calicut, Cochin, Kunnur, Kollam, Kottayam, Lulu Mall Cochin, Tirur,Nilambur and Trivandrum.  Andheri in Maharastra  Chennai, Coimbatore, Dharmapuri, Erode, Hosur, Madhurai, Velchery, Salem, Thanjavur and Vadapalani in Tamil Nadu. Malabar Gold and Diamonds in total have 98 store in India and Middle East.
  • 16.  Al Manama and Ar Rifa’ Wa Al Mintaqah Al Janubiyah in Bahrain  Al Rai and Souk Al Watya in Kuwait  Baushar, Darsait, Ruwi, and Salalah in Muscat,Oman .  Ad Dawhah and Gharafa in Doha, Qatar.  Al Murabba, Batha in Riyadh; Al Khobar and Dammam in Ash Sharqiyah; Jeddah in Saudi Arabia .  On Hamdan Street in Ajman , Madinat Zayed in Abu Dhabi;  Kuwaithath and Meena Bazar in Al Ain; AL Nahda and Rolla Square in Sharjah;  Bur Dubai, Deira City Centre, Gold Centre, Karama, Meena Bazar, Qusais and Mirdiff City Centre in Dubai.
  • 17. PROMOTION MIX A poster stating their first outlet in Mumbai on 7th April, 2013. A poster promoting Mine collection of Malabar Gold.Malabr Gold rewarding their Lucky draw winners with jewellery set.
  • 18. Malabar Gold ‘Festival’ offers. Malabar Gold – Diamond Show Advertisement from 8th Nov – 25th Nov. For Valentines Day – Special Pendants offered. On the ocassion of Akshay Tritiya, Malabar Gold discounts. Malabar Gold Promotion on Diwali, 2013.
  • 19. MARKETING STRTEGIES
  • 20. NEW BRANCHES OPENED In New Delhi on November 09, 2011 Hema Malini Brand ambassador of Malabar Gold unveiled its first north India store in Delhi at Karol Bagh. Malabar Gold, the fastest growing jewellery group has entered the North Indian market with the opening of its first outlet at Karol Bagh, Delhi and 64th worldwide. Malabar Gold & Diamonds opened its 67th world-class showroom at Dilsukhnagar on June 3rd, 2012 taking the number of stores in Andhra Pradesh to five. India’s renowned film actress, singer and composer Shruti Haasan inaugurates the new showroom.
  • 21. On April 8th, 2013 Hema Malini launched the first ever Malabar Gold Showroom in Mumbai. This showroom in Mumbai is the group’s first outlet in Maharashtra and 87th worldwide. • They opened two showrooms in Muscat and one each at Al Khobar, Saudi Arabia, and Manama, Bahrain in 2010. • Malabar Gold marked another milestone by opening its 50th outlet at Lulu Hypermarket, Gharaffa, Qatar in 2011. This is the company's 17th outlet in the Middle East and its first in Qatar. •Recently, the bollywood beauty Hema Malini made a visit to Dubai to inaugurate the Malabar Showroom in Meena Bazar, Bur Dubai.
  • 22. On 31st August, Dr. Sree Sree Shivakumara Swamiji, inaugurated the 98th world class showroom of Malabar Gold & Diamonds at Tumkur, Karnataka in the presence of Malabar Group Executive Director, Regional Director, Directors and others.
  • 23. NEW PRODUCT LAUNCH Malabar Gold & Diamonds, launched a new collection of platinum jewellery, unveiled by film actress, Taapsee Pannu. The launch took place in Chennai. The new collection arrived just in time for Akshaya Trithiya, one of the most auspicious times to buy platinum jewellery. The collection would appeal to discerning customers, who are always looking for something new and unique. The collection was priced Rs. 10000 onwards. Hema Malini, the celebrity and brand ambassador of Malabar Gold & Diamonds, unveiled the festive collection of the leading jewellery chain at its outlet at Deira City Centre on Sunday 6th November 2012. The exclusive collection included a diamond necklace set and three pendant sets under the brand, Mine — Diamonds Unlimited. It also included a necklace and a pendant set, under the brand Era — Uncut Diamond collection. Customers who purchased these sets could avail a one gram gold coin absolutely free till November 14.
  • 24. AWARDS WON Malabar Gold & Diamonds achieved the Superbrand status as per the latest results announced at the 9th annual Superbrands tribute event held in Dubai on 12th June, 2013. The organisation, acclaimed worldwide as an independent authority and arbiter of branding excellence, promotes the discipline of branding and pays tribute to exceptional brands through programmes in over 83 countries across four continents. M P Ahammed, chairman of Malabar Group, said: “It is truly an honour to receive such a coveted award in branding for a young brand like ours. It is very exciting to be recognised for our efforts by the professionals in the field of branding.” Malabar Group, established in 1993, represents more than 1,000 investors from India and the Middle East. Malabar Gold & Diamonds, the flagship division of Malabar Group, is currently ranked as the third largest jewellery retailer in the world in terms of turnover, with an annual turnover over $2.4bn. Shamlal Ahamed receiving the Superbrands award from Mike English as Salam K P and Salish Mathew look on.
  • 25. EVENTS SPONSERED Zero waste=100 marks campaign, was the latest initiative of the group which aimed to popularize the concept of waste management in schools. Kapil Sibal, Minister of Human Resource Development and Minister of Communications and Information Technology, inaugurated the zero waste = 100 marks campaign, sponsored by Manorama Online and Malabar Gold and Diamonds, in Kochi.
  • 26. SOCIAL RESPONSIBILITY Empowering Education Empowering Womanhood - Scholarship for Girl Students Educated citizens build up a nation. The right to education is one of the most critical of all rights. Basic education provides women and girls an understanding of basics of health, nutrition and family planning, and also makes them bold enough to set their goals for life. Also, educating girls and women is an important step in overcoming poverty. In its endeavor to encourage women’s education, Malabar Gold & diamonds is implementing an ambitious plan that grants academic scholarships to the selected girl students studying in Higher Secondary Classes in Tamil Nadu.The sanction of scholarships is primarily based on the performances in the qualifying examinations. Family income and other social conditions will also be examined as part of the eligibility criteria. Note: The students can submit their application forms which can be obtained from the nearest Malabar Gold & Diamonds showrooms. As a part of Corporate Social Responsibility, the group is actively engaged in various charity and philanthropic activities. Malabar Gold & Diamonds has earmarked a portion of its annual turnover for medical and housing charity under the aegis of Malabar Charitable Trust. More than 2, 85,000 patients are given free life saving drugs and more than 5,700 homeless benefitted from the trust. (As per 2012 report). For molding up quality citizens for the country, we concentrate on promoting education and career oriented programs and scholarships and Conduct litters free campaigns & projects for social well being as part of our Green India initiative.
  • 27. DISTRIBUTION CHANNELS SELECTED The flagship division, Malabar Gold, is one of the fastest growing jewellery chains in India, and we are operating 33 stores and eight wholesale operations in India, and 17 outlets and two wholesale operations in the Middle East.
  • 28. SWOT ANAYSIS STRENGHTS 1. Its one of the largest jewellery reatailer in India and GCC. 2. Offers a lifelong Warranty in ornaments. 3. Solid workforce of 4000 people. 4. 60 stores plan- India and in the Middle East. 5. Association with film and sports celebrities enchances its brand equity and reach. WEAKNESS 1. Less penetration across India as stores are present primilary in South India. 2. Global footprint is less especially Uk and USA which has high number of Non-Residents - Indian. OPPRTUNITY 1.Expansion plans in the near future by increasing the stores in US, Usa and South East Asia. 2. Increase presence in India 3. Tie up with corporates and sponsership of fashion events. THREATS 1. Competiton is huge from already established brands in this segment like Tanishq, Tiffinay and Co. and Gitanjali. 2. Competition is also in the oversea market. 3. Fluctuating global economy means loss of sale.
  • 29. CONCLUSION Malabar Gold and Diamonds is a mushrooming company that has expanded its presence many folds in the last 3years. With a number of outlets opening all across India and the Middle East, Malabar Gold is considered one of the largest retailers in jewellery. With the heavy advertising and regular promotion, its existence has come to the notice of many customers. The conscious effort on the part on the company to increase its awareness by hosting programs, sponsoring show and signing celebrity stars as brand ambassadors has helped the company reach out to people. Having a large and diverse collection of jewellery for all age groups is one major factor which encourages customers to approach Malabar Gold.
  • 30. THE END