Nakshatra jewelry segmentation,targeting,positioning and key messaging
Prof : Hemant Kombrabail
Name : Anurita P. Majumdar
Class : PGDPRCC (full time )
Introduction Tagline: divine luck; glow divine
Product: Diamond jewellery
Sector: lifestyle and retail
Parent: Gitanjali group
USP: beautiful elegant jewellery, status symbol.
Main competitors: 1. Solitair
There is a clearly defined segmented market for diamond jewellery. Since the
Nakshatra jewellery is a manufacturer of women’s jewellery, the first obvious
segment is women. Further, since the reach of gold and silver jewellery is far
wider in the Indian market than that of diamonds, because of several reasons
like culture, price, tradition, etc. the market is segmented into women of upper
middle class and upper class. All the advertisements intend to reach out to
status conscious women who adore diamonds. The advertisements define the
segmented market clearly as it showcases Katrina kaif (face of the product) as a
classy lady proudly displaying her diamond jewellery.
To summarize it, the segmented category is upper middle class and upperclass women (psychographics) from urban areas (geography) from the age of
20- 45 years (demographics).
The targeting strategy used by the brand is multi segment targeting strategy.
There are several products available at different price ranges. There are well
defined specific groups of buyers depending on the price range as well as
design. Separate marketing mix is used for these products. For example the
bridal collection is relatively more expensive and is meant for women of 20-30
whereas the Dhanteras collection is lesser priced and is meant for a wider age
group. In the above ads there is a specific ad which was released before Diwali.
As Indians purchase jewellery during festivals, this ad is particularly meant for
Nakshatra positions itself as lucky jewellery. The taglines are ‘divine luck’ and
‘glow divine’ which states that the jewellery brings luck to the wearer. Katrina
kaif (face of the product) is called the ‘goddess of luck’ implying the same
positioning. Since Katrina joined the industry, most of her movies has been
successful and she has been viewed as a lucky mascot. The brand tries to
identify this quality of hers and draw parallel lines between her image and that
of the product. The designs are pre dominantly unique and floral implying a
very Indian taste .
The jewellery market of India is still heavily dominated by gold and silver
jewellery as these metals have traditional significance in the culture of the
country. Since ages, women wear gold jewellery at their weddings. In the last
decade, this trend has been changing as more and more women in the urban
areas have embraced diamond jewellery for weddings as well as regular use.
The advertisements try to reinforce this trend aggressively by showcasing
popular celebrities like Aishwarya Rai and Katrina kaif wearing diamond
jewellery in wedding costumes as well as gowns implying other grand
The central theme of communication
The key messaging of the brand is embrace Nakshatra as it brings you
luck. It says all women are goddesses of luck who wear this jewellery.
It intends to be a trend setter as the brand ambassadors are extremely
popular and by themselves trend setters.
The characteristics attached to the jewellery are class,poise,glamour.