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Marketing Strategy and Plan for global sales of Italian jewellery brands of
GITANJALI GROUP
Problem Statement
Creation of marketing strategy and plan for global sales of Italian brands in USA, China and Middle East
Development of Brand Gitanjali as one of the leading luxury jewellers
Devising CSR plan to build its image as socially responsible corporate
Understanding
Understanding Preparing Strategy CSR
Jewellery
Gitanjali Strategy Base Execution Plan Initiative Plan
Industry
Forecast Growth Real Jewel (CAGR) Forecast Growth Real Jewel (CAGR) Forecast Growth Real Jewel (CAGR)
Non Specialist
By Value(2012-17) : 2.3 RetailerByare major
Value(2012-17) : 13.3 By Value(2012-17) : 9
By Volume(2012-17) :contributor
1.8 to sales.
By Volume(2012-17) : 10.5 By Volume(2012-17) : 2.5
Gitanjali Gitanjali Gitanjali
104 store of Samuels Distribution in 50 retails 4 stores including Nakshatra
Key brands in over 500 retailer Exclusive Stefan Hafner & Indian jewellery in over 50 store
Nouvelle Bague Store
Trends and Insights- USA
With loosening social structure , Jewellery sales is shifting from Gifting culture is giving way to
an event centric phenomenon to a self purchasing activity individuality and self-indulgence
White gold becoming more prominent as it highlights the stone Consumers are open to experimentation
better and equally prefer all metals as long as
Colored gems , platinum and white diamond still a popular they contribute to Jewellery aesthetics
choice for engagement rings
Trends and Insights- CHINA
- Increased consumer confidence fueling Online Retail growth Customers Receptive to new mediums if
- Consumers still Skeptic of High value online purchase enough assurance and credibility is attached
Trends and Insights- CHINA
Trends Insights
HIGHLIGHTS
Strong mall culture
Touch and feel are important for
Low interest in online sales of jewellery
assurance before buying jewellery
Excellent market for sales of Italian as
well as traditional Indian jewellery
using stores only
Unbranded jewellery form major share of jewellery sales
Preference toward gold traditionally Existing familiarity with metals other
Men refrain from wearing gold Brand
due reputation
to religious customsin Western countries
than gold
will heavily
Use of silver and platinum for wedding bands affect sales in mid east
Heavy
Strong Brand Skills and Manufacturing
Advertisement and
Portfolio Technology Capabilities
Promotions
Invested 500 Crores Rs Dedicated design teams 3 state of the art
4 of the top 5 leading in past 5 years to create comprising award diamond cutting and
luxury brands in India consumer desire for winning designers polishing facilities
diamond jewllery Use of high precision 9 modern jewellery
Different price points
and varying degrees of Largest media buyer in CAD CAM processes and manufacturing facilities
fashion-intensity. Indian Jewellery equipment 235,000 pieces per
segment Around 70+ designers month
High recall value
through consistent introduce approx 4,000 Geographical dispersion
association with top new designs each year helps in mitigating risk
Indian Celebrities arising due to labour etc
Because of diverse brand The company ensures high Gitanjali enjoys a strong It has the flexibility to switch
portfolio it is able to satiate visibility of all the brands competitive advantage designs rapidly thus being
varied needs and demands which can be leveraged owing to its automated able to service shorter
of customers , nationally as while launching them in and best-in-class jewellery life cycles more
well as globally foreign markets machinery & techniques effectively than others
COMPETITIVE ADVANTAGE
Fully Integrated Supply Chain allows Gitanjali to exercise complete operational control and bring
down cost of jewellery
Gitanjali Identity CRISIS
Gitanjali
Ecosystem
CENTRAL ISSUE
Everything available Everywhere Strategy (Multiple distribution formats with
conflicting brand images) Biggest hindrance in road to luxury brand
Gitanjali brings multiple images (Multiple Brands Disconnected Brand system with
no binding force) in prospects mind No Singular Identity
Gitanjali Gems Ltd OBSTACLES
Segregation of
Well known Flagship
Luxury and Non-
Store
luxury product
Presence of luxury
Unique identity
brands in portfolio
This can be achieved by creation of an Asset which
What
Where
have a Strong, doto
Route we
we
Singular have?
Lack?
Vision
and Consistent identity of
Information Rarity its own across the world
Recognized Symbol-
Rarity of people
Logo / Image
who wear them
Distribution Rarity
Selective Heritage/ Personal
Distribution History
Brands Overview ITALIAN
Name Product Attributes Distribution Promotion
Stefan - New classic looks - 3rd party online stores -Trade shows, Jewelry Awards
Hafner - Traditional craftsmanship with - 3rd party jewelry retailers - On Store promotional displays
(Ultra contemporary approach (Online + Offline) - Collections at Fashion shows
Luxury) - Diamond, pearls and colored - Flagship store in China, - Magazine advertisements
gems UAE
Some Common Observations
Porrati - Seductive ,Feminine designs, 3rd party online stores - PR Channels - magazines,
(Luxury) high on fashion (eBay) websites
- Serves as a mean to express - 3rd party jewelry retailers - Fashion Shows
Vibrant
All theFemininity (Online + Offline)
brands have Unique Designs and styles of their- On
ownStore
andpromotions
amongst
-Use of Gold, Diamonds, Stones - Damas store in UAE
Best of the world designs
Nouvelle - Diamond and gold jewellery - 3rd party online stores - Limited Magazine
Bague - Inspired by Fantasies, Dreams - 3rd party jewelry retailers Advertisements
(Fashion) Limited
and EmotionsPromotional and Marketing efforts
(Online + Offline) are put -inOn
toStore
promote
displays
these brands as compared
-For Cosmopolitan, Confident to Global Counterparts
- Damas store in UAE
woman with dynamic social life
Valente - Extensive use of stones, rose gold, - 3rd party online stores - Limited promotional efforts
Milano diamonds - 3rd party jewelry retailers - On store displays
(Luxury) - Innovative, Contemporary with (Online + Offline)
traditional touch
Io Si - Limited Editions, Personalized, - 3rd party online stores - Limited promotional efforts
(Fashion) Contemporary, - 3rd party jewelry retailers - On store displays
- Fusion of Gold with Rubies, (Online + Offline)
Pearls and Diamonds
Strategy BASE
Reasons behind Recommendations
Strategy Fit COUNTRY WISE
Insights Strategy
Healthy market for traditional as well -Create Room for Indian (Nakshatra, Asmi)
as contemporary jewellery and Italian brands to Coexist
Perceived superiority of Western - Italian brands will be Relatively Easy to China
luxury brands, rising luxury ecosystem establish
Online and physical stores need to Critical Success
- Tap the Growing Factor
online retail market by
Coexist to be successful differentiating on service and trust front
Facts: Chinese are amongst the largest number of tourists in US and Europe
Insights Strategy
Rising influence of Western culture on middle east countries
Use of jewellery as fashion extension -Indian brands are Design Misfit due to
Careful
Light jewellery Diamond branding
& White and positioning
gold traditional of our store as a
and ethnic orientation
luxury
Consumers orientation Valuein US,
outlet
towards Europe
- Extra and Hong
efforts to develop Kongthewill have
luxury around USA
for money and indifference towards brand to gain Acceptance
cascading effect of sales in China and Middle East
purchase medium if brand not popular
Customization + Self Indulgence - More emphasis on in Store Service
Insights Strategy
Market for traditional as well as Italian - Indian as well as Italian brands can coexist
Middle
Mall culture shadows online retail
East
Brand reputation in West will have - Careful branding in west on strategic
trickle down effect on east locations with healthy tourist traffic
Worldwide Jewelry RETAIL FORMATS
A - Ultra Fine Guild Mapping the Mediums D - Well Established local Stores
-High quality, high priced upscale shops Type USA China UAE - Localized operations, good local image
- Advertise heavily at awards, charities, - Freestanding buildings, malls
fashion shows, magazines etc. A - Moderate to high quality jewelry, keep
- Upscale malls, upscale shopping streets collections of Good
popularPotential
brands too for
- Tiffany & Co., Cartier, Harry Winston B - Discounts, schemes, credit
development of
- Lux Bond, Joyalukkas, Mings
C luxury/premium
B - Designer Outlets/ Boutiques store in Mid
D E -Large Retail ChainsEast
- Stores of well known reputed
Mature Market in US. anddesigners
- Distributors of known China
designers E
- Very highGood
qualitybrand
designs name
and or low collections, new designers
construction price are two prime F Online storefrom quality to affordable
- Wide range
-TV, newspaper inserts, discounts
factor
- Located in upscale for purchase
shopping locations negligible in mid east
- Sterling , Chow Tai Fook, Damas
- High priced, limited collection Matured
- Stefan Hafner, Jean Schlumberger etc. Growth Phase but gaining traction
- Established malls, high traffic locations
Nil / Introduction in China.
C- Online Retail Chains F -Departmental Stores
- Fastest growing medium - Mass , popular, stylish jewelry
-3rd party stores, merchant stores -Private label brands
- Wide range of jewelry, mass -premium - Newspaper inserts, TV, discounts etc.
- eBay, BlueNile, Amazon, Osterjeweler - Sears, Wal-Mart, Target etc.
etc.
What do we PROPOSE?
Extended Distribution
Core Identity Premium destination for Reputed Italian Jewelry brands known for its EXCELLENCE in design
A clear cut identity driving all future branding initiatives Clearly defines the unique position as store of ITALIAN jewelry
Unique attribute
Packaging to be identified
with brand
White colored boxes with store
name logo on it
Tied with Steel Bracelets designed
by Italian Designers
CREATION Proposed Global Store Identity
Objective Premium destination for Reputed Italian Jewelry brands known for its excellence in design
Issue Creating Identity of ultra premium store without diluting luxury identity of its In-store brands
Road to Luxury
Price not mentioned anywhere outside store catalogue Emblematic print only advertisement
No use of known celebrities in any ads Use of celebrities as ambassador and for testimonials only
Events sponsor and organization attended by selected few Special emphasis on enrichment of customer
Relationship
I trust the company to bring me Kapferer Prism Culture
best in class Italian jewellery for Italian
La Elegancia
Customer Reflection
Self Concept
HNWI , Celebs , Successful
I am beautiful , classy and unique. I
businessman and Classy
understand nuances of fine jewellery
Branding Challenge: To develop brand equity at 3 levels All 3 entities have Conflicting Branding
objectives
Gitanjali Group In Store Brands Outlet Possible Cannibalization of brand equity
Branding in Phases by strategically deciding the priorities and order Timeline In Store Brands
Developing ecosystem to complement overall brand environment
Store Gitanjali
After 18th month branding for Store and Brands will take place in parallel to the group branding
PROMOTION La Elegancia
In Store Service Advertisements
Trained staff: Staff should know about diamond and jewellery
nuances especially about the Italian jewellery and brands . Testimonial: Testimonial from celebrities that
Enriched Customer: Share knowledge with customer about visits store and ensuring that it is circulated by PR
diamonds and jewellery design technicalities so that he feels
enriched and boast about his knowledge to others Ambassador : Not needed. Brand ambassador will
No pressure to buy : Customer should feel like they are visiting be used at individual brand level
art gallery with purpose of enjoying beauty
Print Ads: Emblematic print using no sales pitch
Public Relations : Generating awareness without actually
and no known face. Special attention on
advertising it
Airports
Online presence - SEO, Magazines ,
Event sponsor and Organization
CSR - Active communication of major CSR events
Stories that happened inside the store
e.g. Stories behind the designs and the designer Events attended by selected few only
Stories around usage by celebrity clients No Team Sponsor
Objective To strengthen existing Brand Equity To generate Awareness amongst new customers
Issue Striking a balance between New store marketing and In store brands marketing
A luxury brand requires a different marketing approach to develop its brand equity 3 Steps
Testimonials: Capturing what famous people saying Ambassador: Paying celebrity to endorse product
about the brand
Only for Fashion Jewelry: Nouvelle Bague and IoSi
All 5 Italian brands Preferably celebrity known for good fashion sense
Entries by celebrities visiting store or using product like Sonam Kapoor
Post 18th Month the branding for the group will take place at 3 parallel levels
La Elegancia Store
Italian Brands
Suggested Store Locations *
Middle East Abu Dhabi , Dubai , Sharjah , Beirut ,
Los Angeles , New York ,Chicago , Stefan High Jewellery
USA Washington , San Francisco , Boston , Hafner Top
Philadelphia , Houston
Porrati , Necklace,
Beijing , Shanghai , Guangdong ,
Valentene , Io Heart of Costly Rings
China Zhejiang
Si , Nouvelle Range and Bracelets
Highlights
Nakshatra, Gili and DDamas will be launched Internationally in All Three Markets
China: No traditional indian brand like Maya , Shuddhi. We recommend launch of new line inspired by Chinese culture
UAE : All Indian brands along with La Elegancia
Global MARKETING
USA
Distribution Samuels Stores (Online + Offline) Current brand equity does not justify Standalone Gitanjali stores
The Royal Corner: Special section dedicated to Indian brands at each Samuels store
Promotions Section designed and inspired by Indian Heritage
Royal corner section listed on Online Retail website of Samuels
Middle East
Distribution Standalone Brand Stores(Gilli, Nakshatra) + Multi Brand Gitanjali stores
Strong Brand Equity and Visibility amongst large South Asian population
Print advertisements in lifestyle magazines and leading tabloids
Promotions Launch of collections at fashion weeks
Celebrity Endorsements are must due to huge popularity of Bollywood in Middle east
China
Distribution 3rd Party multi brand jewellery outlets
Launch of New Collections inspired by Chinese designs to suit local taste
Promotions On store promotions
CSR Initiatives
Indian and International
CSR- RESEARCH
Udaan
Aasha
Initiative for
Livelihood for old
eliminating Women
age people
Trafficking
Suggested Partners
UDAAN
Awareness JYOTI: A
Shristi : A Computer
Program
training Literacy
General
Program on Program
Training in Basic
handicraft
culinary skills skills knowledge of
Psychologic Stitching computers
al training Cloth cutting Job of
Educating Embroidery Receptionist ,
about HIV work Data entry
Jewel setting personnel in
and other
workshops malls and
diseases offices
IMPACT
The initiative will help in eradicating this grave
Some Facts: issue thus saving lives of many innocent girls
38% is commercial sex trafficking ( Data about India)
It is the second largest criminal Industry worldwide Providing education and training will help
them in becoming self dependent
AASHA and SAMBHAV
Causes to Support
Today there are 77 million old people in India. Activities in collaboration with
This number is likely to rise to 177 million by 2025
90% of the older people are from unorganized
Agewell Foundation
sector with no social security Engaging them in voluntary teaching or student
40% of the old live below poverty line counselling programs
75% of the old are from the rural areas Training them in handicraft skills thus helping
55% of the women 60+ in age [a staggering 19 them to become self dependent
million] are widows Celebration of festivals like Diwali, Holi
73% of the old are illiterate
You helped them smile This initiative will be launched globally at all Gitanjali stores