This document contains a SWOT analysis and media plan for Brillar Jewels, an imitation jewelry brand. The SWOT analysis identifies strengths such as the women-oriented products and emotional bonding with jewelry, as well as weaknesses like market saturation and competition. The media plan aims to increase brand awareness, positioning, and management. It proposes using digital marketing, email marketing, magazines/newspapers, search engine ads, and events/PR to reach the target audience. Key objectives are promoting Brillar Jewels as a high-end niche brand and developing rapport with customers.

1. reflectingthe aura inyou..

2. SWOT Analysis
Strength
•Women oriented product
•Easily Attracted to the TG
•Niche Audience
•Distinct USP
•Creative & Unique Design
•Quality and good product life
•Diversified Group
•Designs that are comfortable to wear
•Emotional Bonding with jewellery

3. Weakness
•Market Saturation
•Already existing powerful brands Aashique
Creation,Croma Art,Alex Jewellery,LNG Impex
,Vivah Creation,Mirraw,Voylla VastradiJewels
•Sellers through Online Ecommerce Webistes
Flipkart, Snapdeal, Amazon, Ebay, Crafstvilla
•TG consisting of Niche Audience
•Imitation Jewellery rapport
•Price
•Longitivity
•Lack of Physical store
SWOT Analysis

4. Weakness
•Market Saturation
•Already existing powerful brands Aashique
Creation,Croma Art,Alex Jewellery,LNG Impex
,Vivah Creation,Mirraw,Voylla VastradiJewels
•Sellers through Online Ecommerce Webistes
Flipkart, Snapdeal, Amazon, Ebay, Crafstvilla
•TG consisting of Niche Audience
•Imitation Jewellery rapport
•Price
•Longitivity
•Lack of Physical store
SWOT Analysis

5. Opportunity
•A high end imitation jewellery product
•Feel and Look as good as original
•Fashion statement
•Aggressive Purchase due to new and
constant change of designs
•Trendy
SWOT Analysis

6. Threat
•Stiff Competition
•Luxury Brand segment are hard to establish in the market
•Brand loyalty by consumers
•Shopping habit of the TG
•Availability of the Product
•Limited Flexibility in Pricing
•Only 0.3% people buy jewellery online
SWOT Analysis

7. OVERVIEW OF THE PLAN
Media
Execution
Media
Objective
Media Mix

8. MEDIA OBJECTIVE
•Brand Awareness
Market Awareness amongst the TG
Successful Brand positioning of Brillar Jewels
as a high end niche imitation jewellery maker
and distributor
Word of Mouth Publicity as World Class
Imitation Jewellery maker
Journal write ups and expanding the reach of
Brillar
Digital Marketing
SEO and search engine rank of Brillar
Email Marketing will act as a major tool
Magazine ads
CSR
PR

9. •Brand Positioning/Image
Sell the Brand not the Product
In the luxury space, you should be
selling your brand’s core values in
order to attract customers because
people won’t but a product just by
clicking on a link.
You need to make them aspire to
associate with your brand. Let me
take you through the content
activities of each brand.
Successful brand placement
through establishing the brand name
in the market rather than product
wise
Sentiments around
these(jewellery) brands are mostly
positive in nature with very little
negativity.
When you are positioned well in
the luxury segment, there is very
negativity about the brand.
MEDIA OBJECTIVE

10. •Brand Management
Developing the Market
rapport of Brillar Jewels
Customer engagement
Customer feedback
Campaign segregation and
duration management
Market Insight
Reviews of the product
MEDIA OBJECTIVE

11. MEDIA MIX : Digital Marketing
Facebook ,Twitter, Instagram, Pinterest, Google+ (SMP)
Duration : Lifelong starting from November
SMP page creation and management
SMP like, follower number should be in lakh
Sponsored posts
Posts with Brillar product line (Daily with tweaks )
Limited edition products needs to boosted more
Maintaining the Brand Image of Brillar as a high end Jewellery product
Arranging Media Events and CSR activity and posting the outcomes of the
programme in SMP
Garnering reviews from Fashion designers and jewellery makers and
posting the same
Short video of How people are connecting with the brand in a emotional
way
Rigorous promotion of the product on the decided USP
Storyboard build up and maintenance and post accordingly

12. MEDIA MIX : Email Marketing
The most Cost effective form of Marketing till date
Exposure to huge number of people at once
Mailers sent to 1-2 Lac people at once
Sending mailers with product lines and direct link to the website
from the HTML webpage
Running campaigns and informing customers about new line of
products
Newsletter subscription is must to accumulate more number of
Mail Ids
Website should contain subscription options right at the start up
If the parent company do not have a database, affiliate marketing
needs to be done on purchased database
Running 1 campaign/week for the initial 60 days
Pushing the campaign to 2 campaign/week
Using third parties like MailChimp,Juvlon,Netcore to shoot bulk
mails
Will generate maximum number of enquiries and also linking SMP
links of Brillar Jewels in the mail body
Example of Mailer :

13. Posting ads in high end magazines available in India
Reaching out to Target Audience through the same
Ads should be simple not too clustered showcasing the brand as a high class product rather than low end Imitation
Jewellery
Example :
Media Mix : Magazine & Newspaper

14. MAGAZINES

15. Media Mix : Search Engine Ads

16. Google Ads (will include Brillar product line with website link)

17. Yahoo Search Ads & Yahoo Native Ads

18. MSN – Bing Network Advertising

19. Exhibitions of Product in any five star
property with prominent personalities from
the Fashion Industry
Only by invitation
Recording real time expressions and
showcasing them in form of Print ads or
Video ads
Publishing the event activities in all the
SMPs
Being an high end product Brillar can
offer gits on various online booking portal
to customers buying or using Brillar Jewels
For Example :
Snippet Ideas

20. Along with own e-commerce website selling a few range of products can be sold via the following e-commerce
portals:
E-Commerce

21. ADVERTISING OBJECTIVES
 Create awareness for new products
 Inform Consumers
 Of product features and benefits
 Price changes
 Important for building primary demand
 Persuasion
 Build brand preference or change buyer
perceptions
 Especially important for building demand in
competitive markets.
 Maintain top-of-mind awareness

22. OVERALL COMMUNICATION OBJECTIVE
 To increase brand
equity by informing
target audience that
Brillar Jewels are the
new imitation
jewellery makers and
suppliers with high
end product
 Pitch as one stop
fashion and imitation
jeweler shop

23. Strategy
Anticipation
Create
anticipation and
expectation
Seed news
amongst key
audiences
Impact
Make a forceful
opening impact
Showcase the key
strength
Affinity
Aggressively
promote the
service
Explore a multitude of
feature stories and
contextual trends to
sustain editorial
exposure

24. Target Market
Quantitative Measures
 Reach: the percentage of
people in the target market
who are exposed to the ad
campaign during the defined
time duration
 *70% of the target
market during the first
three months of the
campaign
 Media Decisions
 Frequency: A measure of
how many times an average
individual in the target
market who have been
reached .

25. EVENT AND PR
 Increase target market’s
participation with Brillar
Jewels through events like
launch
 Events will give Brillar
Jewels makers to interact
with there consumers and to
showcase what they do .
 Will Increase communication
between consumer and client

26. BUZZ MARKETING
 To create hype among target market
before campaign officially launches .
 Word of mouth will help spread a
positive media attention towards
Brillar Jewels MANAGEMENT
 Online reputation management and PR
will help generate positive media
attention towards Brillar Jewels
MANAGEMENT

27. ADVERTISER FUNDED PROGRAMMING
 Create a half hour episode on a business channel, highlighting the company, it’s
products & Services, the management, the affiliations etc.
 The programme will be hosted by a prominent journalist (can be a celebrity too)
 The channel will shoot the rushes according to the brief received from Brillar
Jewels
 The programme will be promoted on the channel, as well as on other medias
depending on the budget & brief received
 AFPs helps in building the corporate image of the company in a detailed layout
 Option to buy from TV dial-a-method activity

28. WHY AFP?
 Provides a competitive edge meaning that you won’t share
the advertising space with your competitors
 AFP can be aired whenever required by the advertiser in
their marketing cycle
 In-depth understanding of the advertiser’s product by the
consumers thus enabling in brand communication

29. Advertisers Funded Programme

30. Public Relation
 The PR exercise is
essential for long
term image
building for Brillar
Jewels to the
Indian Diaspora.
 Helps to gain top of
mind recall with
the potential &
prospective
clientele.
 Creates a bond
with the
Consumers

31. PR Tools
Show
Launches
Events
Features
Social media
Promotions &
Sponsorships
Set Visits
City Visits
Interview
transcripts
Media contact

32. CAMPAIGN ESSENTIALS
1. Build the brand –
Highlights
i. Company profile.
ii. Executive management.
iii. Services.
iv. Products.
v. Technology
vi. Safety.
2. Differentiate
Highlights.
i. Competitors.
ii. Technology Advancements.
iii. Safety Advancements.
iv. Quality Assurance
3. Adapt Narratives
Highlights
i. Success Stories (India & Global)
ii. Reviews from Prominent faces

33. ROLE OF PR
 Architect and drive a comprehensive PR strategy
– Develop a creative PR programme to raise the profile of
Brillar Jewels
– Customise PR materials generated, across other
markets for use in India
– Place stories and articles in domestic media
– Support tactical (e.g. seasonal / topical / news agenda)
activity in the region
– Place tours in relevant media
– Build and maintain a media relationships and profile in
key trade and sector media including local language
media
 Advise on competitor activity and suggest areas of cut
through – where relevant

34. SCOPE OF WORK
 Development of the PR Calendar quarter by
quarter
 Plan and execute the monthly PR Calendar
 Suggest optimal strategy for announcements
and advise on appropriate PR interventions
 Media relations management to strengthen and
sustain awareness
 Compilation of press information
 Media contact programme
 Identify story ideas and initiate feature
articles
 Solicit and co-ordinate of media interface,
press visits and briefings
 Briefing spokesperson on media
expectations, key messages
 Respond quickly and accurately to press
enquiries
 Media follow-ups and track exposures
 Media support for all events and promotions

35. PERFORMANCE MANAGEMENT

36. CONCLUSION
Good Advertising & Public Relation strategy translates the
brand’s positioning statement into a persuasive and
memorable message. A correct planning will provide
lasting impact even if advertising budgets are
constrained.