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Geetanjali CaseStudy


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Case Study on Gitanjali

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Geetanjali CaseStudy

  3. 3. GITANJALI GEMS 1. 2. 3. 4. 5. 6. Chairman’s message Vision & Mission Company Overview Spreading Wings (Blaze to Brilliance) Milestones (Promise Beacon) Location Spread out THE LIME CHALLENGE 7. Financials / Acquisitions & Alliances 8. Differentiators 9. Factors affecting Gitanjali Gems Ltd. 10. Some Facts about Gems and Jewellery 11. Gitanjali Gems Ltd. – A Road Ahead 12. Forward Integration
  4. 4. CHAIRMAN’S MESSAGE INDEX • “ We are the only completely integrated diamond and jewellery manufacturer and retailer in the country. • We have a strong presence at every level of the diamond business, right from sourcing diamonds at competitive prices from DTC as sight holders to retailing our products through a vast network of self-owned and franchised stores. • We are the pioneers of branded jewellery in India and have several established brands in our arsenal to tap the continuously growing branded jewellery market. • The list includes well-know and well established brands such as 'Nakshatra', 'Gili', 'Asmi', 'Sangini', 'D'Damas' and 'Giantti, Shuddhi‘.” Mr. Mehul Chokshi Chairman & MD
  5. 5. VISION & MISSION INDEX Mission To be the world’s leading manufacturer of diamonds and retailer of branded jewellery, with a strong, globally diversified infrastructure and integrated operations efficiently linking diamonds from rough to retail. Vision 1. To become India’s no.1 jeweller by 2015 and World’s No2. Jeweller by 2016 2. To become India’s No.1 Fashion House selling integrated portfolio of Gitanjali ever innovative products advocated by designers and others’ products for consideration 3. 4. 5. 6. 7. 8. 9. 10. To elevate, nurture and satisfy customers known and unknown (to customers) needs To establish an educational Institute of designing (Jewels, Garments, Textile) & Engineering To be recognized as World’s best Socially Responsible Corporate To create incremental demand for diamonds through marketing and promotion strategies. To create incremental enterprise and brand value to increase the net worth of the Co. To build in-house resources of unsurpassable skill in design, manufacture and customer response. To protect worker interest and nurture professional growth To remain a loyal business partner to DTC
  6. 6. COMPANY OVERVIEW INDEX 1. Gitanjali Group was established in 1966 as one of the earliest of India’s dedicated diamond houses. The first Group company began cutting and polishing diamonds, at Surat, one of Gujarat’s great diamond gem & jewellery manufacturing centres. 2. By the 1980s and 90s it had forward integrated into diamond jewellery manufacturing and Having won over 50 awards from the Ministry of Commerce, India for outstanding exports of diamond and jewellery, is today over $3000 million multinational group, and a publicly listed entity. 3. In under three decades, it became a DTC Sightholder, and one of India’s largest manufacturers, retailers and exporters of diamonds – and a global frontrunner. 4. In 1990, with the startup of Gitanjali Creations, a 100% Export Oriented Unit at Borivali, Mumbai, the Group integrated forward from diamonds to diamond-studded jewellery. 5. The Gitanjali Group's operations extended from rough diamond sourcing, cutting, polishing and distribution, to jewellery manufacture, which involved designing, mould making, wading, casting, sprue grinding, filing, polishing and setting. 6. In 1994, the Group, launched Gili, India's first jewellery brand, sparking a new phase of growth. Subsequently, it has launched a wide range of new brands and also retails various luxury accessories, advancing steadily to its current stature as the world's largest branded jewellery manufacturer-retailer, with a turnover of over U.S. $3 billion in financial year 2013. 7. With rapid expansion in India; the company penetrated Tier II and III towns in a big way using primarily franchisee route; developed multiple retail strategies. The product portfolio had new additions in the form of luxury products like high end watches, writing instruments and apparels. 8. Operations span the globe, all the way from USA, UK, Belgium, Italy and the Middle East to Thailand, South East Asia, China, and Japan.
  7. 7. SPREADING WINGS (BLAZE TO BRILLIANCE) 1. INDEX Integration enabled the Gitanjali Group to build strengths and hone expertise in all aspects of product development, marketing and merchandising, the perfect launching pad for organic and uninterrupted growth. 2. In the 1990s, they adopted a new strategy of developing jewellery brands rather than selling diamonds as a commodity by launching India's first jewellery brand Gili, in 1994. Subsequently, the Group developed a large portfolio of over 30 jewellery brands catering to different consumer needs and segments foraying into jewellery retail. 3. First overseas acquisition was made in 2006 US jewellery chain Samuels Jewelers Inc; and acquired a number of premium jewellery brands such as Stefan Hafner, Valente, Io Si, Poratti and others in Italy, and has a fast developing presence in China, the Middle East and other new markets. 4. The company registered a steady growth in turnover with a CAGR of over 30% in last three financial years to cross U.S. $3 bn in FY'13. The Group has over 4,000 retail points of sale, including the metros, Tier II and Tier III cities. The Group has a strong presence in all five largest jewellery markets in the world India, U.S., Japan, Middle East and China. 5. Over the last two decades, the Group has expanded operations in USA, UK, Belgium, Italy and the Middle East to China, Singapore and Japan. Further, new regions are being explored and entry plans drawn up for markets in South and South East Asia, Russia, Africa, East Europe.
  8. 8. MILESTONES (PROMISE BEACON) 1986: Incorporated as a limited company 'Gitanjali Gems Private Limited' 1991: Started jewellery operations at the manufacturing units in SEEPZ, Mumbai 1994: Converted into a public limited company 'Gitanjali Gems Limited' 1994: Launch of India's first jewellery brand - Gili 2003: Pioneer of branded jewellery retail in India - D'damas 2004: Formed JV Brightest Cricle Jewellery Private Limited to promote Brand 'Nakshtra' 2006: Gitanjali goes public, launches IPO 2006: Acquisition of U.S. Retail Chain - Samuel Jewelers Inc. 2006: INDEX Acquired Asmi from DTC 2011: Acquired five leading Italian jewellery brands - Stefan Hafner, IO SI, Porratti, Nouvelle Bague Valente 2012: Growing presence in Japan through Gems TV - leading jewellery selling TV channel 2012: Acquired Nirvana and Viola jewellery brands in India 2013: Strengthening presence in Middle East, has tied up with Paris Gallery and
  10. 10. FINANCIALS / ACQUISITIONS & ALLIANCES INDEX Financials Results for FY2013 - Gitanjali Group announces results for the financial year ended March 31st, 2013. Gitanjali Group Sales up 31% at Rs.16,418 cr for Fy’13 Net Sales 31% Rs. 16,418.5 cr 1. 2. 3. 4. 5. EBITDA 30% Rs. 1,114.5 cr PAT 21% Rs. 591.7 cr Net Sales in FY 2013 were Rs. 16,418.5 cr as against Rs. 12,498.3 cr. in last year; up 31% PAT in the year was Rs. 591.7 cr as against Rs. 487.3 cr last year EPS for FY13 was Rs. 64.5, up 16% Jewellery Sales in the year were at Rs. 10,165.5 cr up 45% EBIT in the year was Rs. 1,081.9 cr as against Rs. 856.2 cr in the last year
  11. 11. FINANCIALS / ACQUISITIONS & ALLIANCES Acquisitions & Alliances 1. The Company had strategic alliance with World Gold Council. Collection “g” 2. Gitanjali was a DTC sight holder since 1967. 3. In 2001, the firm entered into a 50% joint venture in the form of D’Damas Jewellery Private Ltd with Damas Jewellery LLC (Dubai). 4. The company acquired 99.04% equity interest in Fantasy diamond cuts private ltd in 2005. • Hyderabad gems SEZ was incorporated in 2005. 5. Gitanjali gems has 2 associate companies Gili India (60% equity interest) and Brightest Circle (33.34%). 6. In 2005, Gemplus, Prism, Giantti were amalgamated into the company. 7. Gitanjali has five subsadries namely, mehul impex, hyderabad gems. Gitanjali expots, fantasy diamonds, CRIA Jewellery. INDEX
  12. 12. DIFFERENTIATORS 1. INDEX First mover advantage - In its manifold mission, the Gitanjali Group is overall ahead of rivals because it has been the first, or among the first, to make break new ground in many directions – an advantage of momentum it continues to build on. 2. Product range and innovation - Having brought diamonds and diamond-studded jewellery within reach of consumers previously unable to afford them, the Group offers a wide variety of products in classic, ethnic and modern patterns, suitable for consumers at differing price brackets, in line with market demand in various markets, in India and abroad. 3. Integrated, multilocation operations -The Group is active in all stages of the diamond jewellery business, from cutting polishing rough stones, to design and manufacture of finished jewellery. With manufacturing operations in India, China and Thailand, and distribution points across the country, and in the global orbit, on four continents. 4. Skills and technology - Technology • Achieved an International first by perforating heart cut diamonds and making them available in affordable process between Rs. 1,000 to 6,000. • It took two years and 250 carats value at Rs. 2 crore for Gitanjali Laser House to perfect the technology. 5. Owns portfolio of top 6 out of 8 jewellery brands in India and well known international brands
  13. 13. DIFFERENTIATORS - 2 6. Balanced portfolio of gold jewellery and diamond jewellery as well as the domestic and international businesses 7. Focus on franchise-led growth in India and diversification in International markets 8. E-Commerce emerging as a strong platform for the group’s jewellery retail. 9. Senior Management with significant Industry experience was instrumental in the consistent growth in revenues and operations. 10. Marketing - Offering a comprehensive range of diamonds and other Jewellery products aimed at : a) Various Jewellery categories, Different customers and price segments. b) During various festive and social occasions by offering custom made Jewellery. c) Branded Jewellery enjoyed significant brand equity which gave Gitanjali a competitive edge. d) The sub collection “D Damas” was particularly noted for Wedding and general collection. INDEX
  14. 14. FACTORS AFFECTING GITANJALI GEMS-EXTERNAL 1. The Diamond Manufacturing Industry 2. Gems and Jewellery Industry (India) 3. Structure of Gems and Jewellery Industry in India 4. Retailing of Diamond Jewellery 5. Gold Jewellery• Branded Jewellery in India 6. Government Initiatives and Regulations 7. Gems and Jewellery Export Promotion Council 8. Demand Conditions 9. Supply Conditions 10. Competition INDEX
  15. 15. FACTORS AFFECTING GITANJALI GEMS-INTERNAL 1. Infrastructure 2. Human Resources 3. Technology 4. Procurement 5. Manufacturing 6. Marketing 7. Distribution 8. Customer Relationship Management 9. Acquisitions & Alliances INDEX
  16. 16. SOME FACTS ABOUT GEMS AND JEWELLERY INDEX 1. Global Jewellery Market to Surpass USD 272 Billion Revenues by2018 Says TechSci ResearchPublished on: 28 Feb. 2013 2. According to recently published report “Global Gems and Jewellery Market Forecast &Opportunities, 2018”, In 2012, United States generated maximum revenues in the global jewellery market.The country is also the largest consumer for diamonds globally. 3. Regionally Asia Pacific holds the largest jewellery market in the world with more than half of the share being contributed by India and China alone. India and China are also the two largest gold consumers in the world. 4. China is the world’s largest platinum consumer followed by Japan. 5. India accounts for more than half of the world’s diamond processing industry and is the world’s largest importer of rough diamonds and largest re-exporter of diamonds. 6. The market is also experiencing trends such as implementation of CAD (Computer AidedDesigning) and RP (Rapid Prototyping) for enhancing the production procedures. 7. According to a recently published report by TechSci Research “Global Gems and JewelleryMarket Forecast and Opportunities, 2018”, the gold jewellery market currently accounts for43% of the global jewellery market. Given the increasing disposable incomes and growingmarkets in the Asia Pacific and Middle East regions, the market is set to expand immensely. Reference for more reports
  17. 17. GITANJALI GEMS LTD. – A ROAD AHEAD 1. The Indian gems and Jewellery sector is expected to cross US$ 26 billion by 2013, driven by availability of huge base of skilled labor and improving lifestyle, according to a research report 2. Due to various government efforts and incentives, coupled with private sector initiatives, the Indian gems and Jewellery sector is expected to grow at a Compound Annual Growth Rate of around 14 percent from 2009 to 2013. 3. The consumption of diamond Jewellery in India is expected to touch US$ 6.41 billion in 2013. 4. State-run National Mining Development Corp (NMDC) plans to produce close to 100,000 carats of diamonds from the Panna diamond mines in Madhya Pradesh by 2010-11. INDEX
  18. 18. FORWARD INTEGRATION 1. Unique Production houses for Retail & Wholesale. • Low labour has helped GITANJALI GEM LTD. to sustain in the market (Capital Intensive) • Recruitment of technologist have helped them in attaining the point of difference. • Consumption of jewellery is affected by Culture. (Diwali, Akshya Tritya, Christmas) 2. Value Chain Diamond Polishing Diamond Distribution Shopping Experience Jewellery Jewellery Retailing Rough Distribution Manufacturing Direct From Mines Jewellery Whole Selling Jewellery Branding INDEX
  19. 19. THE LIME CHALLENGE 1. The Lime Challenge 2. Market Strategies for Global Sales (USA and Europe) 3. Market Strategy for UAE 4. Market Strategy for USA 5. Market Strategy for China 6. Market Strategy for India 7. Push and Pull factors of the marketing programme 8. CSR activities for Gitanjali Group ABOUT GITANJALI GEMS
  20. 20. THE LIME CHALLENGE A. Create a Marketing Strategy and Plan for global sales of Gitanjali's recently acquired Italian Brands including Stefan Hafner, Porrati, Valentene, Io Si, along with developing Brand Gitanjali (as part of Brand India) as one of the leading luxury jewellers 1. In the developed U.S. market which is showing signs of gradual recovery from slowdown 2. In Middle East which is one of the 5 top jewellery markets in the world, here the target is the Indian diaspora settled in Middle East (for Both our Indian Jewellery Brands like Gili, Nakshatra and our acquired premium award winning Italian brands). FYI - In Middle East Gitanjali has competition from Top Luxury jewellery brands like Cartier, Tiffany, Chow Tai Fook and from Indian Brands like Malabar Gold and Kalyan Jewellers (Kerala Based jewelers). 3. In the established and rising Asian economies China B. Identify the Push and Pull factors of the marketing programme for the above. C. Devise a strategy to build the brand image or group image as a socially responsible corporate, so it gains wider acceptance among customers. INDEX
  21. 21. MARKETING STRATEGIES FOR GLOBAL SALES INDEX Market Strategies for USA & Europe Americans and Europeans are matured customers as they have higher disposable incomes- A bridal ring is the largest selling jewellery item in the West followed by fashion jewellery, solitaire and studs- Gitanjali Gems uses software to map customer behaviour, trends and manage customer relationship programmes. Our recommendations would be as follows 1. 2. 3. 4. 5. 6. 7. 8. 9. Alliance with Large E-commerce companies in world (country region specific) to enhance sales. ATMs For Gitanjali consumers in collaboration with American Express Blue Ocean Strategy (Integration among all products) No Blood diamonds Incorporation &revival of traditional art of manufacturing With M&A tool consolidation of unorganized Indian industry Organic and integrated HR and IT services Geography specific recognized Philanthropist for promotion Tie-up with large catalogue houses of the world – Most of the sales in world happens during winter via e-commerce Or Catalogue houses. Jewellery sellers in USA are big on direct marketing even online marketing- They send out catalogues and mailers to actual and potential buyers. An online catalogue is made available which, repeat customers can log on to using a password.
  22. 22. MARKETING STRATEGIES FOR GLOBAL SALES - 2 INDEX 10. About 35% of jewellery sales in USA take place between thanks giving day- The 4th Thursday in November and Christmas and 15% of on valentine’s day- Hence it is important that Gitanjali focus their sales and marketing strategies during this period both in terms of designs and supplies. 11. Extending its network of family jewellers across the U.S. and Europe. Improving logistic/supply chain that enables fast delivery and return. 12. 13. Repositioning the look of the current website by upgrading graphic elements and state-of-the-art navigation. 14. In addition to the interactive website, we also publish an annual diamond catalog that is distributed throughout our network of local jewelers. 15. Market Segmentation Setting up alliances with supporting media and the Internet to promote the idea of purchasing diamonds and rings online. a) b) c) 16. 17. The "Future Grooms" category is composed of young men, age 28 to 45 "Young Working Women. Luxury conscious people (both male and female) Advertise in leading air magazine to draw attention of flyers for branding and promotion. Strategic alliance has one significant impact in creating brand image. We propose an alliance (s) with financing firms such as Visa, American Express, and Master Card to boost the image and customers' spending power.
  23. 23. MARKETING STRATEGIES - UAE Strategy for UAE 1. Target Group : Indian Diaspora settled in Middle East 2. Competitors: Kalyan jewellers, TBZ, Malabar jewellers 3. Positioning : Straddle positioning 4. USP : innovative designs 5. POPs : Trust and transparency 6. PODs : differentiated products offering 7. ATM facility for GOLD/diamond jewels INDEX
  24. 24. MARKETING STRATEGIES - USA Strategy for USA 1. Target Group : NRIs and Americans in all income groups 2. Competitors: Tiffany, Carters, De Beers and others 3. Positioning : Straddle & differentiation positioning 4. USP : innovative designs from the globe @ tempting rates 5. POPs : Trust and transparency 6. PODs : differentiated products offering with exchange option 7. ATM facility for GOLD/diamond jewels 8. Brand Mantra: World for you!! INDEX
  25. 25. MARKETING STRATEGIES - CHINA Strategy for China 1. Target Group : NRIs and Chinese in all income groups 2. Competitors: Chow Tai Fook, Chow Say Say 3. Positioning : Straddle & differentiation positioning 4. USP : innovative designs from the globe @ tempting rates, Jewels for masses 5. POPs : Trust and transparency 6. PODs : differentiated products offering with exchange option, competitive price 7. ATM facility for GOLD/diamond jewels 8. Brand Mantra: World for you!! INDEX
  26. 26. MARKETING STRATEGIES - INDIA INDEX Strategy for India 1. Jewellery makers in India rely on a combination of print and TV Ads. 2. Adding more product categories into the existing loose diamond category, such as gold settings for pendants, rings, and earrings, and gold trinkets/accessories aimed at younger audience. 3. Price sensitive market - Gitanjali gems’ ecommerce strategy should be to sell loose high quality diamonds at wholesale prices. 4. Sell online and advertise online – Most of young people they have higher disposable incomes even in small cities and would buy online from the luxury of their office / house. 5. Customers are concerned with appearances. Most people want to look good by giving their fiancée, spouse, partner the best quality Jewelry / diamond ring. No one wants to give from cheap outlet. So, upper echelon retailer is the answer. They need to transform themselves into high-end retail. 6. Credibility – Most of the people in this region buy Jewellery / diamond as an investment, Credibility is the biggest factor in finalising Jewellery / diamond. 7. Diversify – Diversification into various other products like expensive watches, pen and corporate Gifts.
  27. 27. MARKETING STRATEGIES – INDIA – 2 INDEX Strategy for India 8. Alliance with big corporate to plan their Diwali / Christmas Gifts. 9. Transformation Into Corporate Style of Management 10. Positioning Through New Brand Development – Most of people know Tanisq due to Tata’s name but society at large does not know Gitanjali. 11. Sell Gold in Biscuit / Bar form their online store keeping market price in mind. 12. Strategic alliance has one significant impact in creating brand image. We propose an alliance (s) with financing firms such as Visa, American Express, and Master Card to boost the image and customers' spending power.
  29. 29. PUSH AND PULL FACTORS - 2 INDEX Pull: 1. 2. Trade expo, Carnivals, Fashion shows, beauty pageants and Regional festivals celebration. 3. 4. Have a special scheme for Corporate houses. In USA, retail stores like Tiffany are brands by themselves.- Gitanjali Gems has retail outlets at Tiffany and earns the goodwill of the store- It has to struggle less to win over the customers – They should focus more on alliance. Alliance with E-Comm and Catalogue houses. Push : 1. 2. Discount %, offers for loyal customers, Credit loans for Purchase or weekly EMI option 3. It used its marketing mechanism towards making the sale happen- It made available, easy finance and Western as well as Asian ares happy availing it. 4. A Customer avails of a long credit period while purchasing jewellery- The street stores mostly see planned purchases but malls and department stores typically see impulse buying. Gitanjali Gems used contests and freebies as an integral part of marketing programmers to lure customers, they should continue doing the same more aggressively.
  30. 30. CSR ACTIVITIES FOR GITANJALI GROUP INDEX 1. Business aside, the dedication to preserve the environment, nurturing relationships with local communities and upholding human rights should remain paramount to their success. 2. The industry should embrace social responsibility and environmentally conscious mining, production and marketing of diamonds and coloured stones products. Company should bravely declare that they do not buy blood diamonds. This will have positive impact on buyers and will achieve positive group image. 3. Gitanjali uphold fair-trade practices while remaining compliant with the highest level of environmental, social and safety standards. 4. To promote CSR image, group can declare X% of gain dedicated for women empowerment in whichever country it operates, by promoting women as a source of creativity. This campaign can be promoted across the world by the famous women philanthropist operating in the particular geography