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Kalyan jewellers

It talks about Kalyan Jewellers and its STP, brand ambassadors and its advertisements.

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Kalyan jewellers

  1. 1. Kalyan Jewellers  Largest jewellery chain in India.  Headquarter – Thrissur, Kerala  Chairman and MD – T.S. Kalyanaraman  Holding company – Kalyan group  Establishment – In 1993 at Thrissur
  2. 2.  SEGMENTATION: Women  TARGETING: Upper middle class & High class  POSITIONING: As a Royal Brand
  3. 3. EARLIER NOW
  4. 4.  POPULARITY – High  MUSIC – Traditional  WOW MOMENT – When she walks and opens the door  BRAND OWNER – Kalyan Group
  5. 5.  Old ad was concentrated on full jewellery  New ad concentrates only on Bangles
  6. 6. Advertising Agency : Nethra PUSH Advertising Advertisement Mix :  Hoardings  Television  Magazines  Newspaper Advertisement budget : High (Rs. 900 million)
  7. 7.  Varieties of Jewellery  Information about which type of gold should we purchased  Price should not be considered, Quality should be considered
  8. 8. Self actualization Esteem Needs/ Ego Needs Social Needs Safety Needs Physiological Needs
  9. 9.  POWER  AFFILIATION  ACHIEVEMENT

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