GILI In 1994, Gili Jewellery was established as a distinct brand by GitanjaliJewels. Gili offered a wide range of 18 carat plain gold and diamond. Gili introduced concept of hallmark in jewellery industry. All Gili products came with a guarantee of diamond and gold quality. Gili launched its diamond heart. Collection‘ targeted at teenagers and priced between Rs 500 to Rs.2500 In 2008, award of BUSINESS SUPER BRAND in gems and jewellery segment.
TANISHQ STRATEGY Tanishq worked hard on a two-pronged brand-building strategy: Cultivate trust by educating customers about the unethical practices in the business and change the perception of jewellery as a high-priced purchase To increase its market share . Tanishq formulated strategy for luring people:provide a point of differentiation in a highly commoditized categoryproject Tanishq as an unimpeachable mark of trust
CONT… One way to create differentiation was through design Tanishq set up a seven member in-house design team Tanishq decided to focus on quality control: it introduced caratmeters which showed the purity of gold In November 2002, Tanishq introduced a new collectionof jewellery called Lightweights. It also focused on small town markets
CARBON In 1996, within the Peacock fold a new brand of 18-caratgold-based jewellery called Carbon was launched Carbon launched its first fashion accessory collection ‘Venus’ at the first Carbon outlet in Shoppers’ Stop in Bangalore. Carbon brand jewellery is manufactured in a modern 15,000 sq.ft. factory in Bangalore.
MARKETING STRATEGY Initially it was selling its products only in multi-brand outlets (MBOs), such as Shoppers’ Stop, Lifestyle and Bombay Stores. Carbon is adopting a multi-pronged strategy to expand its presence and increase sales. Carbon is now adopting a franchisee model by opening company-owned franchisee outlets to increase its sales. Carbon wants to be niche brand in fashion accessory market and not as a mass brand.
OUTSOURCING Now outsourcing only retail part of jewellery business by opening franchisee stores. Later, it plans to outsource manufacturing of its products. Currently, all its products are made in-house at a factory in Bangalore. Carbon also plans to enter the export market in next three years.
STUDY OF TANISHQ• Gold remains favorite among Indian consumer• Not only emotionally but also rationally• Challenges• Local players and family jewellers• Strategy• Focusing on factors such as purity• Focusing on emotional aspect• Promotional strategy
• Implementation• Evolution of aspiration• Various campaign like print and digital Tanishq dulhan Sub brand : Mia Results of case study Market share 40 %
9/30/2012POWER BATTERIES By Sachin Golamwar 38
EVEREADY 3.2 million outlets in whole India “Give Me Red” campaign, highly succesful for 16 years In 2003- “BIG B” to endorse product New campaign “Kuch To Hai Extra” „Akshay Kumar‟ replace „BIG B‟
DURACELL Ability to change as per time- Advanced Lithium Technology “Trusted Everywhere” Campaign “Powered By Prismatics Campaign” Promotion By Online sites & Game sites