2013
A REPORT ON

Branding AndOptimization of
Digital Platforms for Peora Jewels

Submitted By: Kshitij Sheth
Roll No: PG1...
CERTIFICATE

This is to certify that the project entitled “Branding of Peora& Optimization of Digital Platforms

for Peora...
DECLARATION

I, Ms. KshitijSheth hereby declare that the project report entitled, “Branding& Optimization of Digital

Plat...
Acknowledgment
I take immense pleasure in thanking Ms.ShreyaVora, Director – Marketing and Ms.AmishiShrivastava,
Marketing...
Table of Contents
SR. NO.

CONTENTS

PAGE NO.

1

Executive summary

4

2

Fashion / Artificial Jewelry Market in India

5...
Executive Summary
One of the most effective and cost-efficient ways to spread the word about a brand and find new
customer...
FASHION / ARTIFICIAL JEWELRY MARKET IN INDIA
Fashion jewellery is either entirely non-precious or ingeniously mixes precio...
Threat From China
Imitation jewellery from China is flooding the imitation jewellery market in India, as imports from Indi...
Imitation jewellery is largely made of brass, cast iron, nickel, plastic beads and stones, instead of precious
metals and ...
ECOMMERCE INDUSTRY IN INDIA
By 2016, the Indian e-commerce market is expected to hit US$13 billion, growing from US$1.1 bi...
Importance Of E-commerce in India
E-commerce online marketing simply means achieving marketing objectives through the mean...
consumers are free to comment, review, like the products offered. You also have opportunities to get
additional traffic.
C...
DIGITAL MARKETING TRENDS IN INDIA
Social media and email marketing gained top positions in the digital spends plan of mark...
Chart showing money spent on Digital Media in India:

On Social Media Ads:



Total Spend of INR 175 Crore in FY2012



...
Main Types


WAP / Browser Based Ads (74%) of Total Mobile Ad Spend



In-App Advertisements (20%) of Total Mobile Ad Sp...
NEED FOR BRANDING
Jewelry Branding is about associating your jewelry with emotions that are unquantifiable in monetary
ter...
Branded jewellery was initially stronger in the metros and Tier I cities, but in the last few years there has
been strong ...
PEORA JEWELS – Company Profile
Founded in 1988, Peora is a jewelry company based in Los Angeles. For more than two decades...
South Zone (4 stores)
Bengaluru
•
•
•
Hyderabad
•

Mantri Square
Inorbit Mall
Neo Mall (upcoming)

Inorbit Mall

Central Z...
Trusted ecommerce partners:

International presence & Global Partners:
•

USA website: Peora.com

19
•

Storefront on Amazon.com

•

Titanium power seller on eBay.com

20
•

Walmart.com vendor under brand name Oravo (Mother site: www.oravo.com)

Products:
Peora is - India’s only organized Ste...
Current Situation of Peora
Peora at present is earning its revenue both through its retail outlets & online sales through ...
Website Revamp
Objective – Redesign the Company Website
Why is it important?
At present, most customers of Peora that shop...
A. Google Analytics
Google Analytics is a service offered by Google that generates detailed statistics about a website's t...
2) The chart below shows increase in the number of first time users visiting the website during our
Facebook Ad campaign(b...
4) Here is a chart showing the number of users from different regions :

26
B. Competition
Website
Name

Caratlane

Observations

Suggestions that can be
implemented
may be implemented, however
comp...
Website Name

Urban Ladder

Observations

Suggestions that can be implemented

1) Icons used for different sets of product...
Search Engine Optimization
Search engine optimization (SEO) is the process of affecting the visibility of a website or a w...
1) For all pages except for the product pages, the keywords has to be added via Design&Content->
Design Web Pages
2) For a...
We have used 2 On Page optimization techniques for the same :
1) Using Title keyword : Search engines crawler fetches the ...
Recommendations:
1. SEO – off page optimization.
Encourage respected, industry-related websites to link to your web pages
...
RetailResearch
Peora is expanding & coming up with 3 new stores. Hence, To check the brand awareness amongst people
who sh...
Usage – Medium & Heavy (those who visit Malls more frequently)
Sampling Methodology
Define the population – Frequent Visit...
Increase Online Presence
We felt the need to increase Peora’s online presence mainly because the directors wanted to start...
This research helped us in knowing the latests trends and the various activities that were carried out by the
competition ...
We designed posts for special occasions such as Mother’s Day, Father’s Day, AkshayTritiya etc.

Likes: 10
Share: 1
37
Likes: 11
Share: 2

Likes: 10

38
Likes: 24
Share: 2

Likes: 22
Share: 1

39
Likes: 31
Share: 5

Likes: 58
Share: 21

40
We also designed interactive posts like – crossword puzzles, jewelry trivia, design of the week, choose
the design / produ...
Product Rating

42
Style Guide

Likes: 33
Share: 3

43
44
Celebrity Style Guide

Likes: 43
Share: 1
45
Asking visitors to tag their friends

46
Wishing celebrities on their Birthdays

47
Weekly Quotes:

48
This with that Concept:

49
Designing covers and posts of products on a regular basis for every week:

Likes: 60
Share: 4

Likes: 63
Share: 1
50
Gem of the Month concept:

Categorising the jewels on the basis of month and birth stone.
Promoting various collections:

...
Wishing visitors Fridays and Months:

52
Designing themes for the post.

53
Design collages for posts

54
55
Some other Ideas:

56
Promotion for store launch:

57
Design contests to engage existing customers & direct them to main website (offers / discounts)

58
Along with camiagns and activities we also contributed in Relationship management with existing customers by
attending to ...
Planning Ad campaigns
Objective no. 2 :Increase Presence on Social Media through Ad Campaigns
We designed a suitable ad ca...
Design:
The campaign was divided in two parts
1. Sponsored ad (Sponsored ad appeared on the R.H.S of the facebook page)

2...
Analysis of the Campaign:

The following graph show how rate of increase of the page likes and clicks before and during th...
Detailed Report:

Date Range
06/12/201306/14/2013

06/12/201306/14/2013

Ad Name
Peora Likes - Ad
Peora Likes Sponsored
St...
64
Cost Analysis
Spent on
campaign

Likes trough
campaign

Total Current
Likes

Likes before
campaign

Likes gained through
c...
Email Marketing
Objective
To keep the existing customers updated regarding the new offers & arrivals (introduction of new ...
67
68
Survey
Need for research

Peora Fashions Pvt. Ltd has a strong online presence through the company website and various pro...
Sampling Methodology
Population Definition – Existing Customers
Sampling frame – Database of existing customers
Sampling M...
1. How often do you use Internet for information prior to a purchase?

a) Very often

27 45%

b) Often
c) Sometimes

7 12%...
Delivery Time
Reputation
Guarantees /
Warrantees
Offers / Discounts
Description
Security
Price
Product Image
Customer Serv...
a) More than once a month

1 2%

b) Once a month

4 7%

c) Once every 3 months

18 30%

d) Less often. Only on special occ...
8. What do buy online on a most frequent basis?

a) Rings

32 39%

b) Earrings

19 23%

c) Pendants

12 14%

d) Necklace

...
10. What is your average monthly income range?

a) UptoRs 20,000

6 10%

b) Between Rs 20,000 to Rs 40,000

15 25%

c) Bet...
12. Where have you purchased PeoraJewelry from?

a) Jabong

4 7%

b) Ebay

6 10%

c) Infibeam

0 0%

d) Homeshop18

32 52%...
Recommendations
Following are my recommendations for Peora :
1) Corporate tie-ups for Gifting:
I personally feel there is ...
My Learning
Just like most of the youngsters of my generation, I have regularly visited different e-commerce websites
and ...
Bibilography
www.peora.in
www.peora.com
www.martjack.com
www.facebook.com/peorajewels
https://bitly.com/
http://colorschem...
Annexure
Questionnaire

Age - ________

Gender – M / F

Occupation – ______________________________

1. How often do you u...
3. How important are the following factors in your decision to purchase goods from internet?

Very Unimportant

Unimportan...
b) Once a month
c) Once every 3 months
d) Less often. Only on special occasions
7. On what occasions do you buy jewelry?

...
d)
e)
f)
g)

Homeshop18
Peora
Snapdeal
Others – pls specify

If e) proceed to 13 or else proceed to 14

13. How did you co...
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  1. 1. 2013 A REPORT ON Branding AndOptimization of Digital Platforms for Peora Jewels Submitted By: Kshitij Sheth Roll No: PG12048 PGDM 2012-2014 MET – ICS Peora Fashion Pvt. Ltd., Mumbai
  2. 2. CERTIFICATE This is to certify that the project entitled “Branding of Peora& Optimization of Digital Platforms for Peora Jewels”is a bonafide work done by Mr.KshitijSheth in partial fulfillment of the requirements for the award of degree of ‘POST GRADUATE DIPLOMA IN MANAGEMENT’to MET Institute of Computer Science, Bandra, Mumbai during the academic year 2012-2013. Place: Mumbai Date: 5th July 2013 Marketing Manager Head of the Department/Co- ordinator Ms.ShreyaVoraProf.VikasNaik Submitted to MET Institute of Computer Science, Bandra, Mumbai during the academic year 20122013 for the Summer Internship training held from 2nd May 2013 – 1st July 2013. 1
  3. 3. DECLARATION I, Ms. KshitijSheth hereby declare that the project report entitled, “Branding& Optimization of Digital Platforms for Peora Jewels”submitted by me to MET Institute of Computer Sciences, in partial fulfillment of the requirement for the award of degree of Post Graduate Diploma in Management under the guidance of Ms. ShreyaVora, Marketing Manager, Peora Fashions Pvt Ltd., is my original work and the conclusions drawn therein are based on the material collected by myself. The Report submitted is my own work and has not been duplicated from any other source. I shall be responsible for any unpleasure moment/situation. Kshitij Sheth Place: Mumbai Date: 5th July 2013 2
  4. 4. Acknowledgment I take immense pleasure in thanking Ms.ShreyaVora, Director – Marketing and Ms.AmishiShrivastava, Marketing Manager from Peora for guiding me throughout my summer internship. Without their help and support, these project reports would not have been possible. Their valuable insights, experience and knowledge has helped me throughout my internship. They gave me important suggestions and recommendations which helped me do my work efficiently and effectively. I would also like to thank Mr.JasminVora, Chairman, Peora, for his valuable inputs during my internship. His views and recommendations have greatly helped me construct the two project reports. Lastly I would like to thank each and every co-worker at Peora for helping me throughout my internship. With their help and support my internship became a great learning experience and helped me learn a lot about marketing initiatives. 3
  5. 5. Table of Contents SR. NO. CONTENTS PAGE NO. 1 Executive summary 4 2 Fashion / Artificial Jewelry Market in India 5 3 Ecommerce Industry in India 8 4 Importance of Ecommerce in Marketing 9 5 Digital Marketing Trends in India 11 6 Need for Branding 15 7 Peora Jewels – Company Profile 17 8 Current situation of Peora& Solutions 22 9 A) Website Revamp B) Increasing Retail Presence Increasing Online Presence 35 10 A) Facebook Posts B) Planning Ad Campaign E-mail Marketing 66 11 Survey 69 12 Recommendations 77 13 My Learning 78 14 Bibliography 79 15 Annexure 80 4
  6. 6. Executive Summary One of the most effective and cost-efficient ways to spread the word about a brand and find new customers can be over social media.Most companies believe that followers on company's social media fan pages help the company in generating business and getting more clients. The cue given to us for the first part project was to come up with solutions which could be used to improve the Branding of Peora in the retail space. We did a thorough research into the Branding process & how does a brand reach the target audience & convey the same. Herein, we first tried to check the brand recall of Peora amongst individuals who shop for jewelry at malls where Peora has its retails outlets & kiosks. The research concluded that most individuals were unaware of the brand except for at Inorbit, Malad where regular customers poured in. (the first store of Peora) Based on the suggestions given by respondents we came up with solutions that could not only help Peorabecome a popular brand in the market but also a force to reckon with in Sterling Silver jewelry industry. We started the second part with a small research on the practices of the direct and generic competitors of the company and their successful strategies. We had been given a task to come up with new ideas to reach out to as many people as possible. An overall target of having 1500 Facebook fans had been set for the same. The project not only gives an insight into the mundane online marketing techniques but also some unique and refreshing techniques that we implemented. This includes the campaigns implemented to reach out to a well defined target group through Facebook, Google AdWords and Search Engine Optimization. The implementation of these different campaigns not only helped “Peora” - the brand increase its overall presence online but also in increasing its overall sales. Apart from internet marketing we have also tried to analyse the online buying behavior of individuals through a marketing research survey, the insights of which will be later implemented by the company to improvise their company website. Both projects give important insights into two very important dynamics of marketing – first concentrating on making a brand out of company/product and the second on the latest marketing techniques. 5
  7. 7. FASHION / ARTIFICIAL JEWELRY MARKET IN INDIA Fashion jewellery is either entirely non-precious or ingeniously mixes precious gems and metals with new materials in styles that are anything but traditional. It’s not purist—in design or content—but is gaining wide acceptance. "The demand for fashion jewellery has been increasing rapidly for the past few years. With the prices of gold rising sharply, the popularity of imitation jewellery has further increased. The Indian fashion jewellery market has emerged as a big player (both in demand and supply) in what’s a globally burgeoning trend. According to a study by The Associated Chambers of Commerce and Industry of India (Assocham), the demand for imitation jewellery has gone up by over 85% in the last one year in India. Presently worth about `8,000 crore, this market is expected to touch `15,000 crore by 2015. Imitation jewellery is largely made of cut and uncut stones, plastic beads, cast iron, brass, nickel, American diamonds and other attractive materials, which are sourced from domestic locations such as Jaipur, Kolkata, Surat, and Ahmadabad. The raw material for some high-end jewellery may also be imported. India is the second largest manufacturer of imitation jewellery after China. Indian costume jewellery has a huge demand in the US, Europe, Canada, Australia and many other Asian countries. Fashion Jewellery is a rapidly growing market in India, especially for women from smaller towns who don’t have access to high street labels “Women have redefined the purpose of jewellery to a mode of self-expression, Earlier college students and young working women made up the numbers but now women in their 30s put down `2,000 for an artsy necklace The metal you wear may no longer be significant in decoding your status; but how well you wear it, does. For the twenty first century fashionistas, imitation Jewelries are the most cost efficient solution to keep pace with the latest fashion trends. Who does not know that fashion is created just to be replaced by some other trend in the next season! the imitation jewelries add variety and volume to your collection without requiring you to break your bank. The real jewelries have somewhat limited usage in a world, where women have to spend most of their time in the professional circuit. Because of the exorbitant price, you can not buy a lot of them to match your every apparel. On the other hand the range of color and design of imitation jewelry is limited only by your own imagination. 6
  8. 8. Threat From China Imitation jewellery from China is flooding the imitation jewellery market in India, as imports from India’s northern neighbour have already captured 30 per cent of the country’s domestic market, industry sources said. It is also hurting imitation jewellery manufacturers, as Indian traders are now importing finished goods from China. According to data from the ministry of commerce, India imported imitation jewellery worth about Rs 130 crore in 2011-12. During the period April-September 2012, Rs 60 crore worth of finished imitation jewellery was imported from China. However, according to the Imitation Jewellery Manufacturers Association (IJMA), this figure underestimates the actual level of imports, which are believed to be 10 times higher. “Dumping from China is taking place in huge quantities. Over Rs 1,000 crore worth of imitation jewellery was imported by India. Chinese jewellery is cheaper than that made in India, as they make it on machines and produce it in large quantities. That’s why Indian traders now prefer to import finished imitation jewellery from China,” said Nagendra Mehta, secretary of IJMA. He said, “China has captured about 25-30 per cent of the Indian market and it is hurting Indian manufacturers in Maharashtra, Uttar Pradesh and other parts of India.” The demand for imitation jewellery has surged by over 85 per cent in the last one year on account of the sharp rise in gold and silver prices, according to a study by industry body Assocham. The Indian imitation jewellery market, which is presently about Rs 8,000 crore in size, is expected to grow to Rs 15,000 crore by 2015 owing to growing demand, Assocham said in the study. The study said high prices of gold have changed customer preferences from fine jewellery to relatively inexpensive costume jewellery. “About 75 per cent of the shopkeepers said women prefer imitation jewellery, as it is more affordable and can be customised,” it said. A majority of the shopkeepers surveyed said people want attractive and affordable jewellery in line with current fashion trends. Even if gold prices decrease, artificial jewellery will continue to attract good demand, it said. VinodVekaria, president of the Rajkot Imitation Jewellery Association, said, “In terms of price and manufacturing of imitation jewellery, Rajkot can beat China, but we need to be organised. Rajkot has a monopoly in handmade jewellery, as we have well-trained and experienced workers here and the cost of labour is very low compared to any other place in India.” In view of the fierce competition from Chinese imports, IJMA has taken a few steps to safeguard its members. It has started branding India-made imitation jewellery in the last two years. IJMA plans to organise a fashion jewellery and accessories show at Mumbai in April this year. “Chinese manufacturers are very tech-savvy and in India this sector is still unorganised. It is most important to promote the industry. This kind of show can help us to grow on the international front. At present India’s share of the international fashion jewellery market is less than one per cent, while China has a 25 per cent market share,” Mehta said. IJMA has on several occasions made representations to the Central government and asked it to do something to discourage dumping by China, but so far the government has not responded, he added. 7
  9. 9. Imitation jewellery is largely made of brass, cast iron, nickel, plastic beads and stones, instead of precious metals and gems. It does not have much resale value and prices range between Rs 100 and Rs 30,000, the study said. India is the second largest manufacturer of imitation jewellery after China. Indian costume jewellery has a huge demand in the US, Europe, Canada, Australia and many Asian countries. Road Ahead The outlook for 2013-14 looks positive with an estimated growth of 12 to 15 percent in the overall gems &jewellery exports in the current fiscal. The US and Japanese jewellery markets will bounce back with an estimated 5 per cent growth while China will remain stable at 10 per cent growth, as per MrVipul Shah, Chairman, GJEPC. Currently, the Indian gems and jewellery market is dominated by the unorganized sector; however, the trend is set to change in near future due to the growing acceptance of branded jewellery market. 8
  10. 10. ECOMMERCE INDUSTRY IN INDIA By 2016, the Indian e-commerce market is expected to hit US$13 billion, growing from US$1.1 billion in 2012. This will be driven primarily by growth in marketplace models, making up two-thirds of the projected figure, as opposed to the current model in which online shops own and manage their own product supply chain. In calendar 2012, the key deals were horizontal e-commerce players acquiring category firms. In 2013, the emerging trend is Tier-2 players merging and raising funds to compete effectively against leaders While there were nine follow-on investments between January and May 2013, totaling US$155 million, over that same period there were no Series A investments. According to Allegro Capital's report "VC investments in Indian e-commerce", over the past three years, 49 venture capital firms had invested US$853 million in 53 e-commerce companies. http://www.zdnet.com/in/india-e-commerce-industry-faces-consolidation-7000016219/ The industry is predicted to grow at 40%, but also that there are new players foraying in the business on a daily basis. An equal amount of investors are willing to put in their money, waiting to reap benefits when ecommerce and online trading makes in big in India. The e-commerce in India is still at a nascent stage – surrounded by potentials and projections – but the real performance of the current market leader, Flipkart, does have a success story to tell. Rural India, too, isn’t untouched by the phenomenon that is online trading. Penetration of World Wide Web and number of users is on a continuous rise, which in turn is aiding online purchases among the rural populace. There are some statistics that claim that online buyer space has increased by eight-fold, in past few years. This industry does follow rules of demography, and also has its share on issue. Amazon, for instance, is the global leader in e-commerce, but is now plagued by issues of credit cards being hacked. 9
  11. 11. Importance Of E-commerce in India E-commerce online marketing simply means achieving marketing objectives through the means of digital or electronic technologies. E-commerce online marketing refers to selling or buying of products with the use of internet. Online marketing has become very popular among small businesses, as more and more people use internet, e-commerce online marketing has become very important. Types of E-commerce online marketing: • Online advertising • Search Engine Marketing • Social Media Marketing • E-mail Marketing • E-commerce Affiliate Marketing • Online Public Relation These are just few methods; new online marketing types are introduced all the time. Advantages of E-commerce online marketing: • Customers can shop at their own convenience as the store is open 24 hours and all 7 days a week. • Faster response to both marketers and the end users. • Online marketing is relatively inexpensive than offline marketing strategy. • Global audience can be targeted at just one-click. • It is the interactive means of marketing. • E- Commerce Online marketing is boundless due to its universal accessibility. • There is increased exposure of the products and services offered by online marketing. Disadvantages of E-commerce online marketing: • It is sometimes difficult or hard to tell that the audiences who visit are fake or targeted one’s as we are not familiar with the visitors. • Sometimes the websites fail to fulfill security and privacy issues. • There is higher transparency of pricing and increased price competition. • It is easier to have outdated information on your site, timings of update is critical. • Many of the online marketers lack customer service and inquiry response programs. • As there is an advantage of attracting worldwide visitors, there is also a disadvantage of worldwide competition through globalization. Latest Trends for E-commerce Online Marketing: Social media: The latest trend of online marketing is Social media. It is the most popular communication tool. Social networking sites like Facebook, Twitter, and LinkedIn may help a lot in online marketing. You can create profiles on these social networking sites which open new channel of communication where the 10
  12. 12. consumers are free to comment, review, like the products offered. You also have opportunities to get additional traffic. Content marketing: Content marketing has become an important component of online marketing. It enables you to provide brand value and meaning for your customers by providing information prospects and customer needs at every point during purchase process. Mobile marketing: Mobile web is occupying a big market place Mobile search engines, apps all offer opportunities for great marketing. Mobile marketing is here to stay for a long time. Integrate mobile into your overall marketing plans. Marketers must be present where their prospects and customers are. 11
  13. 13. DIGITAL MARKETING TRENDS IN INDIA Social media and email marketing gained top positions in the digital spends plan of marketers. About 65% of the respondents claimed that there would be an increase in their social media spends in the year 2013. Email marketing stood next with 57%. The online advertising market in India is projected to reach Rs2,938 crore by March 2014, according to the findings of Digital Advertising in India report, by the Internet and Mobile Association of India (IAMAI) and IMRB International. The online advertising market in India, comprising search, display, mobile, social media, email and video advertising, which was valued at Rs 1,750 crore in March, 2012 has grown by 29% over the previous year to reach Rs 2,260 crore by March, 2013. As in 2012, search and display advertising continued to form a large portion of the overall pie in FY 20122013. However, their percentage share has declined somewhat owing to the rise in the mobile, social media and video advertising. Even though traditional media like television and newspapers still remain the preferred media for seeking information and entertainment and hog more than 80% of the advertising market in India, the Internet has been steadily increasing its share of the advertising pie. Spends on digital media have steadily increased from just over 1% of total Indian advertising spend in the year 2005 to nearly 7% in 2012. The report finds that by March 2013, search advertising constituted about 38% of the total online advertising spend, translating to about Rs 850 crore while display advertising forms a sizeable 29% (Rs 662 crore). Advertisements on mobile phones and tablets have grown from a 7% share in FY 2011-2012 to 10% of the Indian online ad market in FY 2012-2013, totaling to spends of around Rs 230 crore. Social media, email and video advertising constitute 13% (Rs 300 crore), 3% (Rs 68 crore) and 7% (Rs150 crore) of the online advertising market, respectively. 12
  14. 14. Chart showing money spent on Digital Media in India: On Social Media Ads:  Total Spend of INR 175 Crore in FY2012  Total Spend of INR 300 Crore in FY2013 Below are some of the campaign goals of Social Media Ads:  Contextual Advertisements  Engagement with users through Company Fan pages  Facebook leads Social Media Revenue charts  LinkedIn Ads Most Effective On Mobile Ads: FY2011 Total Size – INR 90 Crore FY2012 Total Size – INR 123 Crore 13
  15. 15. Main Types  WAP / Browser Based Ads (74%) of Total Mobile Ad Spend  In-App Advertisements (20%) of Total Mobile Ad Spend http://simplify360.com/blog/digital-marketing-in-india-2013/ 14
  16. 16. NEED FOR BRANDING Jewelry Branding is about associating your jewelry with emotions that are unquantifiable in monetary terms. It’s about what customers think, feel, and tell their friends about your jewelry. Diamonds, for instance, are never literally sold as diamonds. A crystal composed entirely of carbon, diamonds aren’t the rarest gemstones in the world and they certainly weren’t always the most popular. That however, changed just before the start of the Second World War. You can thank the clever advertising agency of N.W. Ayer and Son (with generous funding from Harry Oppenheimer of De Beers fame) for their clever branding strategy. If you think about it, diamonds aren’t exactly something your body needs in order to function properly. They are, for the most part, sparkly rocks. Diamonds will not save your marriage, potty train the kids, walk the dog, cook dinner, massage your achy feet, or remind you to call your mum every weekend. Completely useless! And yet, this advertising agency was able to turn that around and through creative jewelry branding, associate in people’s minds that diamonds are the ultimate expression of love, self-worth (two months’ salary, anyone?), and a basic human entitlement. All of which was crowned with what Advertising Age Magazine awarded the best slogan of the 20th century: “A Diamond is Forever.” Ultimately, the goal of the jewelry branding segment is to have you start thinking about what qualities make you a unique, talented, one of a kind jeweler and how this translates into the branding and presentation of your work to the public so that they recognize your work instantly as something they can’t live without. The Indian branded jewellery market is growing far more rapidly than the overall jewellery market due to all the factors enumerated above. Branded jewellery products are a perfect fit for the opportunities offered by the rapid development of modern retail formats like malls, lifestyle stores etc. A number of factors are driving the growth of the branded jewellery sector which includes: i. strong performance of the Indian economy, ii. rise in the number of high net worth individuals and an increasingly youthful population with high disposable incomes. iii. the changing lifestyle and culture of this section, which has a greater exposure to global fashion and tastes (both directly and indirectly through media) etc, influence their jewellery buying pattern. iv. Branded jewellery, also has an aspirational value catering to the rising desires and wants of the upwardly mobile segments. v. Further, the rise of modern retail sector has also made it easier for sale and distribution of branded jewellery. Finally we see that the investment motive in purchase of jewellery is decreasing and design and style are gaining importance as purchase drivers. 15
  17. 17. Branded jewellery was initially stronger in the metros and Tier I cities, but in the last few years there has been strong growth in the Tier II and Tier III towns and cities as well. Growth & Opportunities for Branded Jewelry: Overall there are multiple opportunities for players in the branded jewellery segment. With the changing demographics and the rapid development of modern retail spaces, the Tier II and Tier III towns and cities have a great potential. Moreover, there are amazing opportunities to develop new niche brands catering to particular tastes, segments or price points. Indian jewellers should explore and develop new markets to reduce their dependence on the US market. At the same time, they must also strengthen their position within the existing markets like the US with the aim of increasing market share by moving up the value chain. One of the important moves of the Indian players must be towards developing their own retailing and branding activities in these markets. 16
  18. 18. PEORA JEWELS – Company Profile Founded in 1988, Peora is a jewelry company based in Los Angeles. For more than two decades, Peora has been designing, manufacturing and selling diamonds, gemstones and silver jewelry to other retailers and wholesalers throughout the United States. Peora in India Peora ventured into the Indian market in 2006 with a simple aim: to offer stylish silver jewelry at affordable prices. Peora is - India’s only organized Sterling Silver Jewelry retail brand. It is one of the fastest growing retail brands with a YOY growth of 50% since inception. It has over Over 2.5 million satisfied Indian customers. In a span of seven years, Peora has come a long way – from a single store in Mumbai at Inorbit Mall to a network of 18 outlets in major cities. The brand also has a strong online presence through the company website and various prominent e-commerce platforms. Retail presence Peora has retail stores & kiosks strategically located in select malls providing high traffic. West Zone (12 stores) Mumbai • • • • • • InorbitMalad InorbitVashi OberoiGoregaon Korum Thane R-City Ghatkopar Viva City Thane • • Inorbit Mall Kumar Pacific Mall • • • • Iscon Mall, Surat Rahulraj Mall, Surat Alphaone, Ahmedabad Inorbit Mall, Vadodara (upcoming) Pune Gujarat 17
  19. 19. South Zone (4 stores) Bengaluru • • • Hyderabad • Mantri Square Inorbit Mall Neo Mall (upcoming) Inorbit Mall Central Zone (2 stores) Bhopal • D. B. City Mall (Franchise) • Malhar Mega Mall (Franchise) Indore Online Presence – India (www.peora.in) 18
  20. 20. Trusted ecommerce partners: International presence & Global Partners: • USA website: Peora.com 19
  21. 21. • Storefront on Amazon.com • Titanium power seller on eBay.com 20
  22. 22. • Walmart.com vendor under brand name Oravo (Mother site: www.oravo.com) Products: Peora is - India’s only organized Sterling Silver Jewelry retail brand. They have over 1500 SKU’s in various categories such as rings, earrings, mangalsutras, pendants, necklace sets, bracelets, chains for both Men & Women. Peora in India has been a great success due to its affordable price ranging from Rs. 600 to Rs. 25,000. Brand Peora • Target audience: Young to middle-aged fashion conscious men and women • Brand characteristics: Contemporary, Stylish, Elegant, Chic • Brand identity - Pure elegance: Silver jewelry with a modern look that is evocative of effortless style and elegance • Design concept: Easy to wear designs for nearly every occasion Emerging Business Strategy To be on the forefront of organized retail growth in India 18% same-store growth by 2014 Increase number of stores to 30 by 2014 Extend reach to more tier 1 and tier 2 cities  Chennai, Cochin, New Delhi, Ghaziabad, Chandigarh, Kolkata Building long-term relationships with customers and increase loyal customer base Continue providing a seamless, enjoyable shopping experience 21
  23. 23. Current Situation of Peora Peora at present is earning its revenue both through its retail outlets & online sales through its affiliates. The current database of customers is around 10,000 of which only 15% customers shop from the company website. We were given the task to come up ideas to improve Peora’s brand recall at the malls where the retail outlets were located. The main objective of Peora at this juncture is: 1. Revamp the Company Website. a) To increase the number of visitors & subsequently increase the number of orders placed per day on the company website. 2. Improve the Brand Visibility & Recall of Peora for both online & as well as retail customers. 22
  24. 24. Website Revamp Objective – Redesign the Company Website Why is it important? At present, most customers of Peora that shop online prefer shopping through the affiliates. The purpose here is to drive more & more customers to purchase from Peora.in. For this we will have to ensure the experience of shopping with Peora is more user friendly & satisfying for the customer. Measures taken: 1. Analysis of the existing website & comparing it to the competitors / top 10 ecommerce websites to suggest areas to be improvised upon. a. We used Google analytics to analyse the existing website. b. We also researched on the trends followed by competition 23
  25. 25. A. Google Analytics Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analyticsoriginally grew. It is the most widely used website statistics service. Google Analytics can track visitors from all referrers, including search engines and social networks, direct visits and referring sites. For a SME like Peora, Analytics plays a very important role as it would not only help in improvement of the website but to also to figure out different aspects of its visitors, that is profiling them based on most number of users from a particular state(region based), Mobile operating system , time of the day which would help to customize its website for a particular set of users. We at Peora, did a comparison on the user traffic on www.peora.com before we joined the company and after we joined it. 1) Here is a comparison chart on total increase in number of users visiting the website from March 2nd to April 30th(before we joined the company) and May 2nd to June 30th(when we were interning for the company) which increased by 32% : 24
  26. 26. 2) The chart below shows increase in the number of first time users visiting the website during our Facebook Ad campaign(between 12th to 14th June) 3) The chart below shows user engagement with more and more users spending 181-600 seconds which is equal to 3-10 minutes which is a stark improvement : 25
  27. 27. 4) Here is a chart showing the number of users from different regions : 26
  28. 28. B. Competition Website Name Caratlane Observations Suggestions that can be implemented may be implemented, however compatibility with mobile should be taken into consideration Use of flash animation on home page* They have a spl collections page for jewelry meant for everyday use, traditional jewelry, summer collection (season wise), italian collection etc* can be implemented later a quickview for images must have zoom in feature for products product code & description should be in the main product page on not as an alt image when similar looking (same design) products are displayed esp in gems category - we can display the other colours avl in the same design on the same page must have direct login from facebookshd be avl (integration) online chat wit experts avl testimonials by customer* Caratlane in news -articles on new collections, new stores, e commerce business* Use of header tags on the home page - for bestsellers, top 10 designs, caratlane in news images hyperlinked Classification of jewelry based on shapes n types* Additional suggestions must have must have must have - egmajorca pearl bracelet shd be the alt tag and the rest of the things should be in details (small alt tags) must have use of alt text for products displayed product images from dufferent angles refine your search option on every category page based on price, gemstones, occassion& collection type can be used - based on price * snip its avl 27
  29. 29. Website Name Urban Ladder Observations Suggestions that can be implemented 1) Icons used for different sets of products we can have icons black/grey coloured icons for our line of jewelry 2) Quick access icons on left hand side We could cover Customer Support part of our page with these icons 3) Customer Experience We should have 1 random Customer story on every page 4) Wooden Background We could use one of the pictures we have clicked as a background 5) Website icon Having a website icon is a must Rank Website Name 1 2 3 4 5 6 7 8 9 Observations Use of html5 or flash animation on home page, on the product page they display "customers who viewed this also viewed", recommendations based on previous history, use of h2 tags for popular choices on category pages, no Flipkart header tags used on homepage, reviews & rating on the call2action page Snapdeal not of our use Display of offers on home page, Rewards on inviting more people, Asking visitors to rate, Starting later display, Quick Fashion & you feedback and page up tabs Myntra Quick View as well as Quick Zoom in for all images Inkfruit Importance given to Chat now option Using different attractive picures for homepage to make it look more attractive and using different colors as Deals & you background for images Use of important keywords at the end of the page which would directly help SEO part of our website and also a full Home shop18 screen mode to properly zoom in the pictures Use of html5 or flash animation on home page for different categories; one standard title tag (Online Shopping India Shop for Shoes, Clothing, Home and Kitchen, Bags and Accessories | Yebhi.com); different title tags for different flash images on homepage (eg striped t shirts, colors of fashion etc), meta tags on home page use all brands avl& different categories avl, on the jewelry page - zoom in view of products & pictures of jewelry from different angles uploaded, filters avl on category page for colors, department (wrtjewelery - real & precious + fashion jewelry), discounts avl etc. Yebhi Alt tags for all image on the jewelry page are same - Diovanni metal alloy women necklace & sets Title & meta tags used on homepage but no header tags used, Jewelry page - use of header, title & meta tags. Meta tags for the earrins page was specifically based on occassionseg - earrings for mother, send earrings for mother, earrings on mothers dayetc*; H2 tags used well for different earrings type mentioned on the page - fashion earrings, Indiangiftsportal gold earrings, diamond earrings etc; Request a call tab - good idea ! 2. SEO – onpage optimization by using keywords Research on keywords that can be used for various categories & pages to improve our organic listing. Use of Google trends to check the popularity of suggested keywords Offpage optimization – Use of backlinks from FB & twitter 28
  30. 30. Search Engine Optimization Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or organic search results. In general, the earlier and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic which is known as Off Page Optimization. Objective For SEO: The company wanted to start with Search Engine Optimization for their website to generate traffic and for users to buy products directly from its website instead of buying from their partner websites. We started with analysing all competitors’ websites and then using keywords which were used often as well as common keywords which might not have been used by the competitors. Inserting the keywords is just a small part, they have to be regularly analysed and updated. - Planning : Choosing the right set of keywords is the most important part of SEO. We visited the websites of direct competitors (ex. Sia, BluseStone) as well as of partner websites (ex. Ebay, homeshop18, Jabong) to see which are the recurring keywords as well as some website exclusive keywords. We also used Google AdWords to check high competition, medium competition and low competition keywords as its a good practice to have a combination of these 3 types of keywords. - Implementation: We visited martjack’s (Peora’sPlaformers) website: www.martjack.com . We had to follow 2 steps for changing the title keywords and meta tags. 29
  31. 31. 1) For all pages except for the product pages, the keywords has to be added via Design&Content-> Design Web Pages 2) For all the Product pages, (Peora.com has product pages like Men’s jewelry, Women’s jewlery etc.) the keywords has to be added via Products->Category Management 30
  32. 32. We have used 2 On Page optimization techniques for the same : 1) Using Title keyword : Search engines crawler fetches the title tag. Below, the image shows updated title of the website 2) Using Meta Tags : Highlighted area above shows the meta tag used Some of the keywords we have used for Title Tag for website’s Home Page : Online silver jewelry shopping india | Shop for Men's jewelry,Women'sjewelry | Free shipping | Peora Following are the meta tags we have used for website’s Home Page : online jewelry shopping, silver jewelry, jewelry under rs.1000, women's jewelry, men's jewelry, free shipping, gift vouchers, women's rings, women's bracelets, women's earrings, women's pendants, women's mangalsutras, women's necklaces, women's pendant sets, women's pendants, men's bracelets, men's rings, men's chains, new arrivals, best sellers, peora 31
  33. 33. Recommendations: 1. SEO – off page optimization. Encourage respected, industry-related websites to link to your web pages (use of backlinks from press releases, affiliates, blogs etc) 2. SEO – onpage optimization – Use of unique content as meta description for different pages. 3. Search Engine Mktg using Google adwords (Review keywords from the list) Budget of Rs. 2500 spread across 3 days. (to be implemented along with FB campaign) Use of medium & low competition keywords after checking their popularity on google trends. 32
  34. 34. RetailResearch Peora is expanding & coming up with 3 new stores. Hence, To check the brand awareness amongst people who shop at malls & carry out competitor analysis, buying / purchase behaviour of people wrtjewelry. (pricing, appearance of stores/ kiosks, placement of stores & merchandising, promotional offers, staff behaviour) Online – Brand awareness, acceptability, value for money, frequency of buying, occasions (factors influencing buying behaviour) Research objective: To check and understand the buying behaviour of consumers in a mall. (common for retail & online research) Information areas: A. Factors affecting buying behaviour 1. Location within the mall 2. Promotional offers & discounts 3. Occassions 4. Role of price 5. Staff behaviour 6. Jewelry Designs 7. Competition 8. Frequency of visits to the mall (say if they come atleast 3 a week & are yet not aware of our brand) Also, check the brand awareness & acceptability with people who shop in a particular mall. Research Methodology: Interview Method – Personal interviews (face to face) Market – Mumbai TG Definition 1. Demographics Gender – Male & Female Age – 20 yrs& above Lifestage – Married & Unmarried Profession – Students, Salaried individuals, Housewives, Businessmen 33
  35. 35. Usage – Medium & Heavy (those who visit Malls more frequently) Sampling Methodology Define the population – Frequent Visitors of a mall Result : We interviewed 20 people and below are some very important insights which we got from them : a) Most visitors of the mall where Peora’s outlets/kiosks are located did not remember seeing the outlets. b) People between the 20-30 confused the brand for people above the age of 30 and people between the age of 30-40 though the overall look and feel of the outlet was for youngsters. c) Many visitors refrained from buying any piece of jewelry from a mall. d) 1 factor which was common in all the malls was low visibility of and recall. e) Although, there were many buyers at inorbit who used to regularly buy from Peora 34
  36. 36. Increase Online Presence We felt the need to increase Peora’s online presence mainly because the directors wanted to start different PR activities in the future. Therefore, it becomes very essential to have a consolidated presence on different media platforms. We planned on doing the same through 2 ways 1) Using different innovative ideas to generate Facebook Page Likes  Creating Facebook Posts  Creating Tabs on Facebook Page 2) Designing an ad campaign to increase brand’s popularity ObjectiveNo. 1: Increase Presence on Social Media through Facebook Posts Improve the presence of Peora on social media websites To make the Facebook & twitter pages more interactive & lively Using Bitly.com to obtain small links to the website for more and more people to visit peora’s website Planning & Execution: Various steps taken to achieve the objectives: 1. Study the facebook pages of competitors to analyse the latest trends. Various Brand studied are: Tiffany (refer excelsheet), Kalyan, Malabar, Johareez, Tara Jewellers, Sia art jewelry, Cartier, Roseark, Atelier Minyon, Christensen & Rafferty Fine Jewelry, CC SKYE, Fragments, CaratLane, Da Milano, crafts villa, Hidesign, Bombay Electric Baggit, Esbeda etc. Points were noted:        Likes People talking Concepts and lessons learnt Product showcase Post frequency Contest/ polls People Involved 35
  37. 37. This research helped us in knowing the latests trends and the various activities that were carried out by the competition brand. It helped us in strengthening of our strategy. On basis of the research we planned the following activities. 2. Increase the facebook likes by designing posts to attract & engage the existing & potential followers. a) Strategically plan weekly posts for theFB page. 36
  38. 38. We designed posts for special occasions such as Mother’s Day, Father’s Day, AkshayTritiya etc. Likes: 10 Share: 1 37
  39. 39. Likes: 11 Share: 2 Likes: 10 38
  40. 40. Likes: 24 Share: 2 Likes: 22 Share: 1 39
  41. 41. Likes: 31 Share: 5 Likes: 58 Share: 21 40
  42. 42. We also designed interactive posts like – crossword puzzles, jewelry trivia, design of the week, choose the design / product rating, celebrity styles, styling suggestions (clothes & face) etc. Jewellery Puzzle Jewellery Trivia 41
  43. 43. Product Rating 42
  44. 44. Style Guide Likes: 33 Share: 3 43
  45. 45. 44
  46. 46. Celebrity Style Guide Likes: 43 Share: 1 45
  47. 47. Asking visitors to tag their friends 46
  48. 48. Wishing celebrities on their Birthdays 47
  49. 49. Weekly Quotes: 48
  50. 50. This with that Concept: 49
  51. 51. Designing covers and posts of products on a regular basis for every week: Likes: 60 Share: 4 Likes: 63 Share: 1 50
  52. 52. Gem of the Month concept: Categorising the jewels on the basis of month and birth stone. Promoting various collections: 51
  53. 53. Wishing visitors Fridays and Months: 52
  54. 54. Designing themes for the post. 53
  55. 55. Design collages for posts 54
  56. 56. 55
  57. 57. Some other Ideas: 56
  58. 58. Promotion for store launch: 57
  59. 59. Design contests to engage existing customers & direct them to main website (offers / discounts) 58
  60. 60. Along with camiagns and activities we also contributed in Relationship management with existing customers by attending to them online, solving their queries & guiding them to the main website. Result: Increased the FB likes from 400 to 3048 increasing at the rate of 4 likes/ day (increase by 662%) Increased the sales from 1 order to 6 orders a day on the main website. Increased the reach from 3000 to during the campaign – 120k & currently – 5000 (66.67% increase) Talking about of the page 120 –during the campaingn – 3000; currently – 250 (108.33% increase) Recommendations: 1. Design an ad campaign on Facebook to divert traffic to the main website. Suggested budget – Rs.3000 (spread across 3 days) – to be implemented along with Google ad campaign 2. Use of real pictures with models for display of jewelry. 59
  61. 61. Planning Ad campaigns Objective no. 2 :Increase Presence on Social Media through Ad Campaigns We designed a suitable ad campaign based on the budget allocated for the target group. Also carried out the analysis of the campaign – ROI, CPC etc. Objective of the Campaign: The objective of the campaign was to increase the page likes. Profile of the Target Group:      Who live in India Between the ages of 20 and 45 inclusive Who are in one of the broad categories Parents (All), Engaged (6 months), Newlywed (6 months), Away from Family, Away from Hometown or Long Distance Relationship Who like #Jewellery or #Fashion accessory Who are not already connected to Peora Campaign Duration: 2 days (12th June 2013 to 14th June 2013) Campaign Budget: 2000 Rs. / day Desired cost per click: 8.85 Rs.Campaign 60
  62. 62. Design: The campaign was divided in two parts 1. Sponsored ad (Sponsored ad appeared on the R.H.S of the facebook page) 2. Sponsored stories (Sponsored stories appeared on the wall of the facebook page.) 61
  63. 63. Analysis of the Campaign: The following graph show how rate of increase of the page likes and clicks before and during the campaign: Likes increased from 0 to approx 600 And clicks from 0 to approx 1000 62
  64. 64. Detailed Report: Date Range 06/12/201306/14/2013 06/12/201306/14/2013 Ad Name Peora Likes - Ad Peora Likes Sponsored Stories Impressions Social Impressions Social Clicks ClickThrough Rate Social CTR CPC CPM Spent Actions Page Likes 216472 31657 14.62% 1700 20 0.79% 0.06% 1.22 9.56 2,070.33 1500 977 354 310 87.57% 9 7 2.54% 2.26% 1.76 44.8 15.86 40 2 Soci al Clic ks ClickThrou gh Rate Soci al CTR CP C 885 22 0.72% 0.19 % 0.9 6.5 5 800 461 21 26.3 2% 695 67 0.64% 0.24 % 1.1 5 7.3 9 800 17.5 9% 247 14 0.99% 0.32 % 2.3 2 23. 07 573. 5 Impressi ons Social Impressi ons Socia l% Clic ks 06-122013 122226 11711 9.58 % 06/13/2 013 108295 28499 06/14/2 013 24859 4373 Date Clicks Social % Add excel sheet print out 63 CP M Spe nt Soci al Rea ch 2.7 444 22 151 60 Rea ch Actio ns Pag e Lik es Uniq ue Click s Uniq ue CTR 298 8 1085 614 879 1.91 % 2.4 754 2 630 441 685 1.54 % 1.6 173 4 164 138 245 1.62 % Freque ncy
  65. 65. 64
  66. 66. Cost Analysis Spent on campaign Likes trough campaign Total Current Likes Likes before campaign Likes gained through campaign Cost Per Like in Rs. 4,259.69 2,172.00 2,988.00 707.00 2,281.00 1.87     The likes increased from 707 to 2988 The likes are still increasing at a rate of 3 to 4 likes per day where there was no substantial increase before the campaign The average like on post has increased from 9 to 18 Visitors have even started sharing the posts which was not common before the ad campaign 65
  67. 67. Email Marketing Objective To keep the existing customers updated regarding the new offers & arrivals (introduction of new products, special offers on special days) To improve brand recall. Ways:1. Researched on newsletters of known brands. 2. Designed newsletters on various platforms such as Mailchimp, emma& constant contract etc 3. Design the theme of the newsletter 4. Strategically plan the basis (for what purpose) and frequency of newsletters in a monthThings to keep in mind: 1. Min of 3 newsletters in a month at present. 2. 6 months down the line – more aggressive approach – weekly newletters 3. Newsletters to be sent on Spl occasions – offers for mothers days & likes, store openings to customers in a particular area, festive offers for gold jewelry, personalised newsletters on bdays / anniversaries – offering discounts. 66
  68. 68. 67
  69. 69. 68
  70. 70. Survey Need for research Peora Fashions Pvt. Ltd has a strong online presence through the company website and various prominent e-commerce platforms such as Jabong, Homeshop18, Infibeam, ebay, Snapdeal, Yebhi.com, rediff shopping, Tradus, fashion&you etc. Majority of their online orders come in through their affiliates. Out of a total customer database of approx. 10k only 15% sales happen through their company website. This research will help us evaluate factors that existing customers consider important while making a purchase. Also, it will enable us to identify suitable platforms that can be used for advertisement of Peora. Objective To get insights in the online buying behaviour of consumers & check the brand recall of Peora amongst the existing customers. Information Areas 1. Factors that will help distinguish Peora.in from their affiliates 2. Suitable online platforms for advertisement to target the right customers 3. Brand recall 4. Customer Satisfaction 5. Popular product categories 6. Product augmentation Research Methodology Interviewing Method – Personal Interviews (telephonic) Markets – India TG Definition: Gender – Male & Female (more male than female as our database shows more male buyers) Age – 18 to 45 yrs Occupation – Students, Housewives, Salaried individuals, Businessmen 69
  71. 71. Sampling Methodology Population Definition – Existing Customers Sampling frame – Database of existing customers Sampling Method – Cluster Sampling + Simple Random sampling Sample Size – 60 Analysis: Gender Male 34 58% Female 25 42% Occupation Salaried Housewives Businessmen Students 13% 15% 57% 15% Age – The range varied from 19 yrs to 50 yrs however, the maximum numbers of respondents were aged between 20 yrs to 40 yrs (57 respondents) 70
  72. 72. 1. How often do you use Internet for information prior to a purchase? a) Very often 27 45% b) Often c) Sometimes 7 12% 19 32% d) Rarely 5 8% e) Never 1 2% f) Other 1 2% R: Most respondents when looking for a purchase online of a specific product carry out a comparative analysis of different websites providing the same product. 2. How often do you use the following World Wide Web Activities? Activities Enewspaper / magazines Chatting / Social Media Research / Education Shopping Communication via Email Never Very Infrequently Infrequently Occasionally Frequently 29% 7% 6% 11% 21% 16% 7% 10% 24% 43% 12% 0% 7% 3% 7% 7% 23% 45% 51% 45% 5% 2% 7% 8% 78% R: We can advertise on Social Media websites like Facebook, Twitter etc; search engines like google, bingetc; websites like linked in, yahoo mail, hotmail etc. 3. How important are the following factors in your decision to purchase goods from internet? Factors Very Unimportan Neither Imp 71 Important Very
  73. 73. Delivery Time Reputation Guarantees / Warrantees Offers / Discounts Description Security Price Product Image Customer Service Unimp 0% 0% 0% t 2% 2% 2% nor unimp 2% 17% 8% 34% 36% 41% Important 63% 45% 49% 2% 0% 0% 0% 0% 0% 5% 2% 0% 5% 2% 2% 16% 13% 7% 12% 3% 5% 44% 27% 26% 31% 36% 31% 33% 59% 67% 53% 59% 62% R: Most respondents gave greater importance to delivery time (ideal delivery time 2 – 5 days) followed by product image & description. Offers/ discount were found to be a factor that motivates consumers to purchase on an impulse. Customer Service was a point of concern only in case returns & refunds. 4. In the one year you have bought jewelry for – a) Self 19 32% b) Others (gift) 17 29% c) Both 23 39% 5. On average, how frequently do you purchase jewelry online (for yourself or as a gift)? 72
  74. 74. a) More than once a month 1 2% b) Once a month 4 7% c) Once every 3 months 18 30% d) Less often. Only on special occasions 37 62% R: As majority of our respondents prefer buying jewelry on special occasions – special offers during their birthdays & anniversaries could encourage them to purchase (to be done using a personalised newsletter wishing them birthday / anniversary – we need data for this) 6. On what occasions do you buy jewelry? Occassions Others 38% Birthdays 26% Anniversaries 26% Festivals 10% R: Most respondents (38%) believed in purchasing jewelry impulsively depending on the offers & discounts that the websites offered. Hence we can introduce weekly offers to capture their interest. 73
  75. 75. 8. What do buy online on a most frequent basis? a) Rings 32 39% b) Earrings 19 23% c) Pendants 12 14% d) Necklace 12 14% f) Bracelet 8 10% R: Most respondents preferred purchase of rings, however as earrings & pendants are jewelry that need not require size specifications was preferred more as a gifting article. 9. How much do you spend on an average one time purchase of jewelry? a) Less than Rs 1000 2 3% b) Between Rs 1000 to Rs 2000 16 27% c) Between Rs 2000 to Rs 4000 25 42% d) Rs 4000 & above 16 27% 74
  76. 76. 10. What is your average monthly income range? a) UptoRs 20,000 6 10% b) Between Rs 20,000 to Rs 40,000 15 25% c) Between Rs 40,000 to Rs 60,000 17 28% d) Rs 60,000 & above e) Other 4 7% 18 30% 11. Are you aware of the brand – PEORA? a) Yes 49 82% b) No 11 18% R: The Brand recall for Peora was found to be very strong as 82% of total respondents were aware our brand. 75
  77. 77. 12. Where have you purchased PeoraJewelry from? a) Jabong 4 7% b) Ebay 6 10% c) Infibeam 0 0% d) Homeshop18 32 52% e) Peora 9 15% f) Snapdeal 5 8% Other 5 8% 13. Suggestions: i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. Use better standards for measuring ring size (pointed out by few) Displayed product image should be genuine (the product they received was not similar to that displayed – pointed out by many respondents) Newer designs should be introduced. Discounts & offers should be available on Peora.in (in order to divert existing customers to peora.in as affiliates provide better offers & discounts – pointed out by many) Cash on delivery should be introduced. Necklaces should be introduced in a lower price range. Reduce the delivery time Introduce EMI Introduce unique designs which are available only on Peora.in Quality can be improved (the product – bracelet broke within a couple of days of purchase) Homeshop18 has ltd ring sizes available Price is high – should be lowered (pointed out by few); introduce products in the lower range 76
  78. 78. Recommendations Following are my recommendations for Peora : 1) Corporate tie-ups for Gifting: I personally feel there is a humongous potential in Peora because of the great quality products which are available at a good price. Corporate gifting is 1 of the areas which would be perfect way to branch out and reach out to more and more people. 2) Using more renowned platform for their website for better overall design and content : The current platform peora is using for its website is very ordinary and has many basic features missing. Peora should a adapt platform like BigCommerce, Shopify and GoMagneto. 3) Regular ad campaigns on facebook and Google to gain visibility : To reach out to more and more people online, Peora should have a small amount dedicated to promoting itself on these digital platforms. 4) Feedback form at all retail outlets as well as on the website : A very basic addition at all the retail outlets would help to know what the retail customer feel and their feedback would be invaluable. 5) Having more presence on online retail platforms : Peora should promote itself more on the platforms it is currently preset on. 6) Coming up with new discount offers : I personally feel there should be discount offers to attract more and more customers as discounts directly attractpeople to buy things. 7) Having pictures of models wearing jewelry on the website as well as on Facebook page: 1 of the things that I observed was the importance of having real pictures online for users to believe that they could use the same thing when they end up buying. This would only help if people are able to relate with pictures which would happen if more and more pictures of real models are used. 8) Organizing exhibition for women in Gujarat and Mumbai : The marketing team could organize different exhibitions to attract young female audience during the weekend in cities like Mumbai, Surat and Ahemdabad. 9) Regular updates via SMS : Current as well as new customers should be made aware the offers as well as their order information through SMS. 77
  79. 79. My Learning Just like most of the youngsters of my generation, I have regularly visited different e-commerce websites and the techniques these websites have used to woo traffic and ultimately buyers. The e-commerce business has literally grown in front of my eyes and has become a force to reckon with in the Indian retail industry which is estimated to be around $ 45 billion. So there was always a natural inclination towards knowing more about the marketing function in e-commerce. Fortunately, I was able to execute digital marketing at the very ground level and understand the functioning and also its results. Three of the most important things that I learnt during my internship: 1) There must be more than 1,00,000 graduates and post graduates who could have easily been in my place. There must be at least 1 factor which should also be one’s USP which would take one ahead of the pack. During this internship, I realized to survive in the e-commerce industry, one not only has to have a little bit of creativity but also has to regularly come up with innovative ideas. 2) I also realized the importance of the employer/senior backing you with the ideas that you come up with. I was fortunate that my seniors not only backed my ideas but also encouraged me to come up with new ones no matter how outrageous they sounded. I have decided to do the same with my juniors. 3) I was always under estimated the online jewelry industry in India thinking that Indians from smaller towns would never buy anything online. But I was proven wrong because during our project, I realized that most of Peora’s clients be it small or big are not only from smaller towns but they regularly buy items online without hesitating a single bit. This was an eye opener for me. 4) Patience always pays off. When we had started our internship, we had a desire to contribute in some way to help Peora get more sales on the online front. During our first month, Peora used to get 1 online order per day from its website. In the week before we left, Peora had started getting an average of 3 orders daily and more and more visitors to the website. 78
  80. 80. Bibilography www.peora.in www.peora.com www.martjack.com www.facebook.com/peorajewels https://bitly.com/ http://colorschemedesigner.com/ http://infogr.am/Why-Choose-Peora/ http://www.netmagazine.com/features/create-perfect-favicon http://www.jewelinfo4u.com/Imitation_Jewelry.aspx http://www.business-standard.com/article/sme/china-captures-30-of-indian-imitation-jewellery-market113011500073_1.html http://www.cheasyy.com/e-commerce-online-marketing/ http://www.dnaindia.com/analysis/1836769/column-the-rise-and-rise-of-e-commerce-in-india 79
  81. 81. Annexure Questionnaire Age - ________ Gender – M / F Occupation – ______________________________ 1. How often do you use Internet for information prior to a purchase? a) b) c) d) e) Very often Often Sometimes Rarely Never 2. How often do you use the following World Wide Web Activities? Never Very Infrequently 1 2 Infrequently Occasionally 3 Frequently 5 4 1 Electronic newspaper or magazine Gaming Chatting Research/education Shopping Communication via e-mail 80 2 3 4 5
  82. 82. 3. How important are the following factors in your decision to purchase goods from internet? Very Unimportant Unimportant 1 2 Neither Important nor Unimportant 3 Important Very Important 4 5 1 2 3 Delivery time Reputation of the company Guarantees and Warrantees Offers / Discounts Good description of goods. Security (Payment) Prices Product Images Customer Service 4. Have you purchased jewelry online in the past 6 months? a) Yes b) No If yes, from where - ________________________________________________________ 5. In the last 6 months you have bought jewelry for – a) Self b) Others (gift) c) Both 6. On average, how frequently do you purchase jewelry online (for yourself or as a gift)? a) More than once a month 81 4 5
  83. 83. b) Once a month c) Once every 3 months d) Less often. Only on special occasions 7. On what occasions do you buy jewelry? a) b) c) d) Birthdays Anniversaries Festivals Others, pls specify – ___________________________________________________________________ 8. What do buy online on a most frequent basis? a) b) c) d) e) Rings Earrings Pendants Necklace Cufflinks 9. How much do you spend on an average one time purchase of jewelry? a) b) c) d) Less than ₹ 1000 Between ₹ 1000 to ₹ 2000 Between ₹ 2000 to ₹ 4000 ₹4000 & above 10. What is your average monthly income range? a) b) c) d) e) Upto ₹ 20,000 Between ₹ 20,000 to ₹ 40,000 Between ₹ 40,000 to ₹ 60,000 ₹ 60,000 & above If not applicable, pls specify why ______________________________________________________________________ 11. Are you aware of the brand – PEORA? a) Yes b) No 12. Where have you purchased PeoraJewelry from? a) Jabong b) Ebay c) Infibeam 82
  84. 84. d) e) f) g) Homeshop18 Peora Snapdeal Others – pls specify If e) proceed to 13 or else proceed to 14 13. How did you come across the brand Peora? _______________________________________________________________________________________________ _____________________________________________________________________ 14. Would you like to purchase from Peora again – a) Yes b) No c) May be If No, then why - _______________________________________________________________________________________________ _____________________________________________________________________ 15. Are you satisfied with our products? a) Yes b) No If No, then why – _______________________________________________________________________________________________ _______________________________________________________________________________________________ ________________________________________________________ Do like us on our Fb page & shop with us on Peora.in 83

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