Nakshatra jewelry segmentation,targeting,positioning and key messaging


Published on

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Nakshatra jewelry segmentation,targeting,positioning and key messaging

  1. 1. MARCOM ASSIGNMENT Prof : Hemant Kombrabail Name : Anurita P. Majumdar Class : PGDPRCC (full time )
  2. 2. Nakshatra jewelry Introduction Tagline: divine luck; glow divine Product: Diamond jewellery Sector: lifestyle and retail Founded: 2000 Parent: Gitanjali group Headquarter: Mumbai USP: beautiful elegant jewellery, status symbol. Main competitors: 1. Solitair
  3. 3. 2. Kiah 3.Tanishq Segmentation: 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
  4. 4. 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). Targeting 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 Diwali purchase.
  5. 5. Positioning 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
  6. 6. jewellery in wedding costumes as well as gowns implying other grand occasions. 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.