Presentation on Jewllery of Marketing For Business Studies 12th class

1. MOHANLAL DAYALVINAY MANDIR
SP-1 RIICO INDUSTRIAL AREA
NEEMRANA, ALWAR (RAJASTHAN)
AFFILIATION NO. 173034
BUSINESS STUDIES PROJECT ON
MARKETING
SUBMITTED TO: - MRS. YAVNIKA ARORA
SUBMITTED BY: - KIRAN, VISHA, CHANDAN, NAVRATAN, POOJA, POONAM,
NIKITA

2. “Marketing is telling the world - You’re a Rock Star.”
This project has been made for the completion of necessary
requirements of CBSE, so as to learn the marketing.
We are pleased to submit project work in Business Studies for
Class XII.
This project has increased our marketing skills and knowledge
more then before. This project is strictly according to the
guidelines given by CBSE.
1) Understanding the marketing concept.
2) Importance of marketing.
3) Marketing Philosophies & marketing mix.
This project helped us to understand the various aspects of
marketing.
PREFACE

3. Product
Selected

4. Jewellery consists of small decorative items worn for personal
adornment, such as rings, earrings, necklace, etc. Jewellery may be
attached to the body or the clothes. The word Jewellery itself is
derived form word “Jewel” Anglicized from old French “Jovel”. The
first signs of Jwellery came from the people of Africa. Perforated
beads suggesting shell Jwellery made from sea snail’s shells and
have been found dating to 75000 years ago at Blombos cave.
Widespread of Jewellery [designs & styles] have came from Asia.
The Indian Subcontinent has a long Jwellery history, which went
through various changes.
“That is why we have choosen Jewellery as our product for the
project.

6. 1. Tanishq
2. Kalyaan
3. P. C Jewellers
4. D’damas
Our main Competitors

7. Tanishq
Tanishq is a prominent Jewellery brand of
India. It is a division of Titan Company by
Tata Group. The name was formed by
combining the first two letters from Tata &
“NISHK” (meaning gold coin or necklace in
Sanskrit), although the “K” has been
modified into “Q” as TANISHQ.
Type Subsidiary of Titan
Industries ltd.
Industry Jewellers
Founded 1994
Headquarters Bengaluru, Karnataka
Website www.tanishq.co.in

8. KALYAN
J E W E L L E R S
Kalyan Jewellers is the largest jewellery chain in
India. It is headquatered in Thrissar city, Kerela. T.
S. Kalyanraman is the Chairman and Managing
Director. Kalyan Group is the holding company of
Kalyan jewellers. It was started in 1993, the first
jewellery shop named Kalyan Jewellers in Thrissar
with a capital of 7.5 million. The chain has now 79
showrooms spread across India.
Type Private
Industry Jewellers
Founded 1993
Headquarter Thrissar, Kerela
Number of Employees 8000
Revenue 94.73 billion(US $ 1.5 B)

9. PC Jeweller
PC Jeweller limited started operations in April 2005
with one showroom at Karol Bagh (Delhi). It is a first
generation business promoted by two brothers –
Padan Chand Gupta and Balram Garg. Now, it
accordingly has been opening showrooms at regular
intervels and today has strength of 53 stores spread
over 40 cities. PCJ engages in manufacturing, export,
wholesale & retail of Jewellery in India. It offers Gold &
Diamond Jewellery.
Type Public
Industry Conglomerate
Founded 2005
Headquarter New Delhi, India
Traded as BSE : 534809 NSE : PCJ

10. D’damas
D’damas is a JV between Gitanjali and Damas,
Dubai. D’damas has the largest sales of single
brand exclusive franchise network in India and the
first diamond jewellery brand to have retail
operations abroad as well. The S & D model of
D’damas consists of B2B, B2C, Franchisee,
Corporate and E-Commerce verticals spread
across 1000+ retailers in 400 towns.
Type Private
Industry Gems & Jewellery
Founded 2003
Headquarter Mumbai
Parent Gitanjali Group
Website www.ddmas.co.in

11. Our
Product

12. Product is an element of marketing mix representing the tangible and
intangible elements offered to the customer in order to satisfy his
need.
Product is the most visible component of the marketing mix.
Our Product
Features of Our Product: -
 25 years of trust.
 Trusted by lakhs of families.
 Purity as per standards.
 ISO recognized.
 Minimum labour charge.
 Unlimited attractive designs.

13. • We developed a signature style early on.
• We have a well defined brand story.
• We communicate value and prices accordingly.
• We partner with the Right clients, not just any
client.
• We have devoted base of raving fans.
• We didn’t get there overnight & know when to
move.
• We are dedicated & resilient.
U.S.P of our Product

14. • Hallmark obtained from BIS.
• Jewellery conforming to IS 1417.
• Issued by Branch Office of BIS.
• Bank Guarantee.
• Agreement jointly signed by Jeweller &
BIS.
Legal Permissions

15. LOGO & TAGLINE

16. ProductList
 NECK :
NECKLACE WITH PENDENT
SETS
CHAINS AND CASUAL WEAR
 ARMS & HAND :
ARMLETS
BRACELETS
BANGLES
CUFFLINES
SLAVE BRACELETS
 SPECIALS :
ROYAL SET
WEDDING SPECIAL
EVENT SPECIAL
& MANY MORE

17. Packaging refers to the act of designing and producing the container
or wrapper of a product. It plays an important role in determining
customer attitude towards the product. Sometimes by looking at the
packaging the customer tries to assess the product quality. Good
packaging is one of the important factor in the success of products.
Importance of packaging: -
1. Product Differentiation
2. Innovational Opportunity
3. Self Service Outlets
Packaging

18. Transportation is the means to carry people and goods from one place to
another. This has become very important in each stage of human civilization
Our company uses three means of transport for the carrying goods from one
place to another i.e. Roadways, Railways and Airways.
In roadways we use buses for carrying goods and raw materials. We use buses
to supply or to make our jewellery available in the local area.
In railways we use special trains for carrying goods and raw materials. We use
trains because we have to maintain security, reliability and speed.
In airways we use private Aircrafts for carrying goods and services. We use
airplanes only for exporting and importing goods because our goods needs
safety and Airplane is the safest means of transport for jewellery point of view.
Transportation

19. Medium of distribution channel hurdles of time, place and possession are
eliminated and goods/services are made available to consumers from
manufacturers.
Channels of Distribution

20. When products are costly it is best to use small channels of
distribution. Gold ornaments are very costly products that’s why
for their distribution, small channel is used.
We always try to provide our customers the best quality with low
cost as well.
Thus, we are concerned about our prices at which our customers
buyes.
Our company has selected Direct Channel of Distribution.
Channel of Distribution Selected
Manufacturer Customer

21. Showroom

22. Warehouse is a storage structure constructed for the protection of the quality and
quantity of the stored produce. The need for a warehouse arises due to the time gap
between production and consumption of products. Warehousing or storage refers to
the holding and preservation of goods until they are dispatched to the consumers. By
bridging this gap, storage creates time utility.
Our company has its own warehouses. All the warehouses are situated with the
Production unit only i.e. where our production unit or plant is situated only at that
place our warehouses are also situated.
All the units and warehouses of our company are situated near the National
Highway’s and the market because it provides us the good distribution network and
facilities for distributing and selling the products
Warehousing

23. The term “price” denotes the money value of a product or service. It is
the amount of money the seller is asking for the product he offer for
sale or the amount which buyers are to pay for it. Price is an important
element in the marketing mix of a firm and affects other components
of the marketing mix.
Our company has comparatively very low places as we first want to
establish ourselves in the market by providing our material to a lot of
people who can connect with them.
It is basically targeted for all the income groups, so the price is less
with an incredible quality and for daily consumption.
There is not much risk involved as chocolates are always in trend.
PRICING

24. Customer Demand Cost of Production Profit Sales
Event special set of 2
ct.
20000 x 2 + 200 x
20(polishing) + factory
expenses
3000 5000
Royal set of 5 ct.
20000 x 5 + 200 x 50 +
factory expense 10000 13000
A Ring of 50 gram.
50000+ 5000+5x200+
factory expenses 500 11000
A Bracelet of Gold with
2.5 gram only.
5000+2.5x200+factory
expenses 300 6000
• 1 ct. = 10 gram = 1tola (1ct. = Rs. 20000)
• Rs. 200 = Polishing charges per gram
• Minimum labour charges.
• Addition of copper (as base) according to need.
• Amount of gold depend on demand.

25. Promotion is the process of communication with the potential buyers involving
information, persuasion and influence. It includes all types of personal and
impersonal communication with customers.
•Digital Advertisement: - Our Company uses digital advertisements like advertisement
on television, roadside digital advertising boards, advertisement on different websites,
etc.
•Printed Advertisements: - Our Company also emphasises on printed advertisements
like advertisements in the newspapers, magazines, roadside simple boards, etc.
•
•Personal Selling: - Our Company also believes in personal selling i.e. oral presentation
of message in the form of conversation with one or more prospective customers for
the purpose of making sales.
All the promotion methods discussed above helps our company in persuading the
customers for buying our products. This all leads to increase in the sales and
reputation of the company.
PROMOTION

26. Brand Ambassador

27. Website : www.gdjewellers.com
Follow us on:

28. Conclusion
It was a wonderful & learning experience for us while
working on this project. This project took us through the
various phases of project development and gave real
insight into the world of marketing on project selected
jewellery.
They (competitors) made us challenging and gave us
a feel of developers. Thus, there involved a joy of
working & thrill in various problems.
It was due to this project we came to know about
marketing in vast. We also expended our knowledge
about Jewelleries.
Lastly, we enjoyed each & every bit of work we had put
into this project.

29. Thank You