Badakhsh Jewelers is an Afghan company that produces handmade jewelry. They currently have 10 outlets in Afghanistan and aim to expand internationally. They make various types of jewelry like necklaces, rings, and earrings using techniques like antique finishing. Their target customers are galleries that purchase wholesale and individual consumers. Their competitive advantage is their unique and creative designs produced through skilled artisans. Their marketing mix involves pricing based on materials and work, distributing through various channels, and promoting through those channels and social media.

1. JEWELERS

2. Fida Mohammad 1411-114001
Jamshid Ahmad 1411-114004
Ali Baba 1411-114005
Temor Shah 1411-114009
Group Members

3. Company Introduction
• Badakhsh Jewelers is a custom manufacturer and producer of handmade jewelry.
• We are located at Kabul, and we want to have 10 outlets in famous cities of Afghanistan.
Also we are planning to capture foreign market so that we can become a prominent brand
globally.
• Our aim is to expand the business with new areas in new place which is outside
Afghanistan in different countries. So that we can reach more and more people and also
try to give more wide range of products to our outside customers.
• Our mission is to make innovative pieces of art in jewelry.
• We exist to attract and maintain customers through creative designs and customer
attention.

4. • We make different types of handmade jewelry like antique finish jewelry, bridal
jewelry, custom jewelry, and also we have a wide variety of collections.
• We made and have different kinds of handmade jewelries, some examples
include necklaces, rings, earrings, bracelets, and so on.
Types of Jewelry we Make-

6. Situation Analysis
• Today, despite decades of war, the craft sector in Afghanistan is once again alive and
dedicated to preserving Afghan aesthetics and traditions.
• This sector seeks to sustain Afghan traditions and strengthen its ability to provide jobs
and income to a segment of the population most affected by the war: the rural poor,
returning refugees, uneducated adults, war widows, women not allowed to work
outside their homes, and disabled men and women.
• Afghan crafts are learned at home, passed on from mother to daughter, father to son, or
through a master-apprentice model. Through such models, these learned skills have
become valuable sources of income to a significant segment of the Afghan population.

8. Galleries:-
• These buyers are purchasing jewelry wholesale in quantity and reselling it to the public.
• Some of the galleries are private galleries, some are artisan jewelry shop.
• The galleries and stores that typically are interested in contemporary's work are more upscale
and modern.
• They appeal to a crowd that favors progressive or industrial design.
Market Segmentation
• Badakhsh Jewelers have two targeted groups of people, galleries and individuals:

10. Individuals:-
• These buyers are familiar with homemade jewelry either from stumbling across the
website, saw some examples at a showing or art festival, word of mouth, or some other
venue.
• The individual would then view the different available pieces on the website and place the
order via the Web, phone, catalogue, brochure, or mail.
• The individuals that are typically attracted to this type of art work are generally from cities
and are fairly progressive.

11. ALI BABA 1411-114005
Badakhsh Jewelers

12. Attributes and Features of Product
• Handmade jewelry assembled and formed by hand rather than through the use of
machines, our work must be made solely by hand power or hand guidance.
• We are happy to report that the lost art of creating handmade jewelry is alive and well
in the workshop at Jewelry Designs.
• Creating jewelry by hand from platinum, gold, diamonds and precious gems is the life
ambition of our jewelers.

14. • There are several factors that drive the demand for handmade jewelry, including
uniqueness, limited availability, and brand story.
• Consumers want to purchase items that are unique, represent some form of history, and
have profound stories to tell.
• Goods with these qualities comes from a sense of familiarity with handmade jewelry,
buyers want to look for natural, organic shapes.
• The handmade trade in Afghanistan has been estimated to 20 million dollar and there
is a good opportunity to increase this market in Afghanistan.
Extent of demand

16. • As it is clear that, the jewelry industry especially homemade jewelry is
composed of thousands upon thousands of people. Some work and distribute
locally, others have national distribution systems set up.
• Some artists will design products for larger companies to manufacture; others
will design and make the pieces themselves.
• This is because of the very large and distributed nature of artisan handmade
jewelry design, the market is entirely too dispersed to have a complete catalog
of the competition.
Competition and Buying Patterns

18. Competitive Edge
• Our competitive edge is fairly simple.
• It is based on creative, unusual designs. While this strategy
can be replicated, it is not easy.
• Creative, unusual designs require skill. Our workers are
certainly not the only one graced with this skill.
• Regardless, they have the skilled in what they do, and every
piece that they manufactures incorporates an element of
creative, unusual, eye catching design that stands out from
most jewelry.

19. TEMOR SHAH 1411-114009
Badakhsh Jewelers

20. Strengths
 High quality
 Hand made
 Finish design
 Business studies
 Purity distribution network and stores
Weaknesses
 Limited resources in time
 Few selling places
 Lack of promotion
 Limited production
Opportunities
 Interest in design product
 Strong economics
 International market
 Change in wearing jewelry
Threats
 Handmade jewelry chains stores
 Relatively small consumer segments
 Many competitors in the market
SWOT Analysis

22. Raised Brand Awareness
• A primary objective of direct marketing is to raise awareness. Even if a campaign
doesn’t lead to a sale, raised awareness is still a positive outcome.
• Badakhsh Jewelers try to increase awareness; it may well lead to a future sale
Specific
• We want to increase our market Share of profits as well as customer base
enhancement and customer distribution score and level.
Measurable
• We want to increase our market share within the domestic markets by 15% and did
not start sharing to regional market yet.
Direct Marketing Objective

24. Achievable
We have sufficient raw materials, skilled and trained personnel for making the products,
skillful designers, latest polishing and cutting machineries, enough budget for promotion of
the products both in domestic market.
Realistic
All the above objectives are not ideal but they are achievable and attainable via developing
a clever marketing strategy.
Time-scale
We want to accomplish all the above objectives within three years

25. FIDA MOHAMMAD 1411-114001
Badakhsh Jewelers

26. Pricing:
• The pricing scheme will be based on the cost of the raw materials and the amount of time
required constructing the piece.
Distribution:
• Our products will be distributed via the website, mail orders, agents & sales representatives
in different cities, events and trade shows, different wholesale market and places where we
select retail outlets that our customer easily reaches to our product.
Marketing Mix
Badakhsh Jeweler's marketing mix is comprised of the following approaches to
pricing, distribution, advertising and promotion, and customer service.

28. Advertising and Promotion:
• The venues of distribution will also serve as the methods for advertising and
promotion, because as more and more people become aware of the value of
handmade items, the number of customers who want to buy them increases and the
number of selling market grows.
Customer Service:
• Badakhsh Jeweler’s philosophy is complete customer satisfaction, this will occur at
whatever cost. Even if this does not make sense relative to short-term profits it will
be done, recognizing that this attitude will only bloster long-term business health.

30. MEDIA STRATEGY
Our media strategy will primarily be focused on Direct Mail, Brochure, Flyer,
Broadcast and social media.
The reason for choosing such media platforms:
• Ease of access
• Cost effectiveness.
• Reach to a large number of clients.

31. COMMUNICATION TOOLS
• Direct Mail & Mobile
• Brochure
• Flyer
• Coupon
• Catalogue
• Telemarketing
• Direct Response Radio/Print/TV
• Social Media
We use the following medium as a communication tools:

32. Flyer

33. Coupon

34. Brochure Front

35. Brochure Back