Post on 15-Nov-2014
bull video
RAMYA
PRIYANKA
RITIKA
PRIYA
ANDREYRITCHA
bull The gems and jewellery sector can be categorised
Gemstones - Diamonds and coloured stones
(precious semi-precious and synthetic)
Jewellery - Plain Gold Studded Silver Costume
Pearls
Global Market for gems and jewellery
C A G R
US$ 85 billion 5-10 per cent
Gold
Others80
SECTORS OF INDIAN JEWELLERY INDUSTRY
Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)
India Gems amp Jewellery Industry ndash Highlights
bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash
15bull Diamond jewellery market growth ndash 27
INDUSTRIAL PROFILE
bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer
OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and
MaharashtraPOTENTIAL
bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
RAMYA
PRIYANKA
RITIKA
PRIYA
ANDREYRITCHA
bull The gems and jewellery sector can be categorised
Gemstones - Diamonds and coloured stones
(precious semi-precious and synthetic)
Jewellery - Plain Gold Studded Silver Costume
Pearls
Global Market for gems and jewellery
C A G R
US$ 85 billion 5-10 per cent
Gold
Others80
SECTORS OF INDIAN JEWELLERY INDUSTRY
Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)
India Gems amp Jewellery Industry ndash Highlights
bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash
15bull Diamond jewellery market growth ndash 27
INDUSTRIAL PROFILE
bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer
OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and
MaharashtraPOTENTIAL
bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
bull The gems and jewellery sector can be categorised
Gemstones - Diamonds and coloured stones
(precious semi-precious and synthetic)
Jewellery - Plain Gold Studded Silver Costume
Pearls
Global Market for gems and jewellery
C A G R
US$ 85 billion 5-10 per cent
Gold
Others80
SECTORS OF INDIAN JEWELLERY INDUSTRY
Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)
India Gems amp Jewellery Industry ndash Highlights
bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash
15bull Diamond jewellery market growth ndash 27
INDUSTRIAL PROFILE
bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer
OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and
MaharashtraPOTENTIAL
bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Global Market for gems and jewellery
C A G R
US$ 85 billion 5-10 per cent
Gold
Others80
SECTORS OF INDIAN JEWELLERY INDUSTRY
Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)
India Gems amp Jewellery Industry ndash Highlights
bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash
15bull Diamond jewellery market growth ndash 27
INDUSTRIAL PROFILE
bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer
OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and
MaharashtraPOTENTIAL
bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Gold
Others80
SECTORS OF INDIAN JEWELLERY INDUSTRY
Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)
India Gems amp Jewellery Industry ndash Highlights
bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash
15bull Diamond jewellery market growth ndash 27
INDUSTRIAL PROFILE
bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer
OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and
MaharashtraPOTENTIAL
bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
SECTORS OF INDIAN JEWELLERY INDUSTRY
Indian Jewelry market in 2007 was valued at 70000 cr INR (Business Standard)
India Gems amp Jewellery Industry ndash Highlights
bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash
15bull Diamond jewellery market growth ndash 27
INDUSTRIAL PROFILE
bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer
OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and
MaharashtraPOTENTIAL
bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
India Gems amp Jewellery Industry ndash Highlights
bull Jewellery market size ndash US$ 13 billionbull Diamond jewellery ndash US$ 12 billionbull Gold jewellery market growth year on year ndash
15bull Diamond jewellery market growth ndash 27
INDUSTRIAL PROFILE
bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer
OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and
MaharashtraPOTENTIAL
bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
INDUSTRIAL PROFILE
bull Key findingsCAGR around 14 from 2007-08 to 2010-11bull It is anticipated to grow at a rate of 8 by 2009-10bull INDIA remains worldrsquos largest gold consumer
OVERVIEWSIZE bull domestic sales US$ 10 billionbull 4 of the global sales in gems and jewellery marketbull Exports of over US$ 17 billion in 2006-07 which is 14 of Indian exportsPOLICYbull 100 FDI is permitted in gems and jewellery sectorOPPORTUNITYbull India is the diamond polishing capital of the world specially the states of Gujarat and
MaharashtraPOTENTIAL
bull Highly skilled yet low cost laborbull Several design centres and training institutes are being set-up
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PURPOSE OF PURCHASE
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
JOY ALUKKAS Worldrsquos
favourite jeweller
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
HISTORY
bull Alukkas Jewellery was founded by the Late Sri Varghese J Alukka in Thrissur Kerala in 1956
bull Mr Joy Alukkas started in UAE in 1987bull Became separate legal entity in 2001
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
COMPANY PROFILE
bull Expertise in contemporary ethno-contemporary and traditional jewellery
bull Joy alukkas is the only jeweller to be conferred the ISO 9001 and 14001 in the UAE
bull Consumersrsquo Choice Award 2008 bull Winner of the Retail Me Best Retailer of the Year (Middle
East) Award bull 70 jewellery showrooms around the worldbull Worldrsquos biggest jewellery showroom located in Chennaibull Enjoys a trust of 10 million customers with a work force of
3000 around the world
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
VISION AND MISSION
bull Vision To become a global brand by ornamenting the world
bull Mission To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-additions adhering to globally approved processes and norms and creating a successful value- chain for our associates
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
OBJECTIVES
bull Plans to open 100 new showrooms by 2010 making it Asiarsquos largest chain of jewellery showrooms
bull By the end of the decade Joy Alukkas is poised to be the Worldrsquos No 1 jewellery chain
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
VARIOUS BRANDSDIAMONDS
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
GOLD
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PEARLS
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PRECIOUS GEMS
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PLACE
bull They have branches in India Middle East and Europe
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
POSITIONING AND PRICING
Affordable and adorableOrnamenting your emotions
Starts at attractive prices
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PROMOTION
bull Kerala quest was be conducted live to an audience in nine cities worldwide the launch on 23rd January 2009 in Dubai
bull The Joy Alukkas Global Souk offers fun excitement and a shopping experience
bull Oman Air welcomes Joy Alukkas as its newest partner in the Sindbad Frequent Flyer Programme
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PROMOTION
bull Entry into hypermarket - Lulu Hypermarket Sohar
bull Announced a mega initiative for its valued customers to win 10 BMW sedans across the Middle East and India
bull Entered the realm of themed malls with Wedding Centres
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
ldquoWe make precious metals available and useful for peoplerdquo
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Company profile
JSC Krastsvetmet ranks among the world leaders of precious metals industry
Turning precious metals into products useful for people
985 is Krastsvetmetrsquos share in the Russian market of platinum metals processing Russian Leading Golden Jewelry Manufacturer
Quality Management System was certified for the quality standards ISO 90012000
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Mission statement and visionary
Mission- Our goal is to be a model business and management for Russian companies The shareholders profits and employees incomes mutually beneficial collaboration with our suppliers and satisfying the customers current needs ndash all these tasks are equally important for us
Vision To become leading jewelry company in the Eastern Europe and Asia
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Promotion
Mass media ( advertisement in newspaper TV etchellip
Jewelry exhibitions
Charity
Sponsor of a lot of Russian football teams
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Product
Wide ranged choice of jewelry and products from precious metals
Diamonds Platinum Gold Silver Jewelry with coloured precious stones Gentlemens articles Souveniers and Interior Children gifts tableserving articles tradition Table-serving articles classic
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Place
Russia and CIS (Krasnoyarsk Minsk Moscow St Petersburg)
Available to buy on-line
B2C commerce
ldquoInstant delivery ldquo to any region
Price
Target audience upper class
Minimum 5000 RS
Maximum unlimited
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Policy of the company
The policy of JSC Krastsvetmet in quality is satisfying expectations of the following parties concerned
consumers ndash for quality assortment and the deadline of the rendered services and produced output shareholders ndash for making stable profitthe companyrsquos employees ndash for being provided with social guarantees work motivation and training system development social environment ndash for timely taxes disbursement and ecological and industrial risks decrease
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Positioning
They position their product as a symbol of a status in society creating product which emphasize your position in society
Developed customer care
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
TATA JEWELLERY(Jewellery is not a product but a piece of art and shopping for
jewellery is an exalting experience)
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
TATA GROUP
Tata Industries has interests in steel automobiles information technology communication power tea and hotels The Tata Group has operations in more than 85 countries across six
continents and its companies export products and services to over 80 nations
Tata Jewellery comprises of- Tanishq and Gold Plus
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
TANISHQbull Ta-Tata and nishk-gold coinbull Started in 1995bull Vision To be the most desirable brand for Indian womenbull Mission
We will continuously create wealth for all our stakeholders by transferring the jewellery business and by being gold standard in jewellery design shopping experience and ethical practicesbull Jacob Kurien ndash CEO
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Products-BrandsFor women1)Colors of Royalty2)Moham3)Wedding Collection4)Zoya5)Diamond Collection
For MenCuff-links Bracelets chains and kadas
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Place
bull Tanishq has 104 stores in 71 Indian cities
bullAlso present in the Middle East and in the United States
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Promotion-Marketing Strategies
1)Customer Schemes-Durga Pooja Akshaya
Tritiya
2) Category Melas-Limited Period Offers
3)Karat Meter Testing-Jewellery Servicing
4)Television Advertising-Asin
5)Movie Advertising-Jodha Akbar Paheli
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Gold Plus
bullLNatarajan is the head of the companybullMass Market Jewellery Brand
ProductbullGold Wedding jewellery marketbullTraditional Designs
Placebull Semi-urban and rural areas
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Target customer and pricingbullPeople interested in investing in the metal rather than buying for immediate use- daughters weddingbullExchange of gold at just 2
Promotion-Marketing Strategies1)Chit funds2)Direct Approach to Marketing3) Hoardings FM Radio
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
COMPANY PROFILEbull Gitanjali Group was established in 1966 and is one of the earliest
diamond houses in India bull Itrsquos a $900 million multinational group is a Public Listed Company
bull Gitanjalis unique business model encompasses a wide range of activities like rough diamond sourcing diamond manufacturing and distribution jewellery manufacturing jewellery branding and jewellery lifestyle and watch retailing at the domestic and international level
bull The Group has its business spread across the globe including countries like USA UK Middle East Thailand Belgium China Japan Italy and South East Asia
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
MISSION amp VISIONbull Mission The very basis of our existence our mission is to successfully
develop produce and sell high quality jewellery lifestyle products and accessories worldwide and help our customers in getting the maximum value for money in process
bull Visiongtgt To become the worlds leading company in diamond manufacturing
and retailing of branded jewellery lifestyle products and accessories
gtgt To have a strong globally diversified infrastructure for manufacturing and marketing diamond and diamond jewellery
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
GITANJALIrsquoS FIRSTS
bull Introducing the concept of affordable branded diamond studded jewellery in India
bull Offering jewellery in Superstores Department Stores and other such retail outlets at MRP
bull Offering the same quality designs and prices throughout India with a certification of authenticity for the same from renowned diamond grading laboratory
bull Producing the smallest heart shaped diamond (003 carat)
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
BUSINESS MAP
5 State-of-the-art manufacturing Pioneers of branded jewelle and processing units -ry in India 4 decades of experience Brands rated amongst best in India Sufficient production for internal Strong Sales and distribution network
and external use
GITANJALI GEMS
Diamond amp Jewellery
Lifestyle Infrastructure
Diamond Processing
Manufacturing amp Wholesaling
Retail
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PRESENCE ACROSS THE VALUE CHAIN
Direct from miners
Rough Distribution
Diamond Polishing
Diamond Distribution
Jewellery Manufacturing
Jewelery Wholesaling Branding
Jewellery Retailing
Shopping Experience
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
THE ACQUISITION GIANTbull Aim -To be the global retailer
bull The Path Chosen-International Acquisitions and Domestic Consolidations
Some Examples Samuels Lucera Rogers Nakshatra Trinity
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
BRANDS AND SEGMENTATION The Enhancing Enigma Entire product range including
bridal jewellery ASMI The Fire Within Premier work wear collection The Art Of Beauty International quality designs
combined with Indian values
Easy Elegance Diamond jewellery at reasonable prices
Partners For Life Brand focus on couples The Wedding Collection Jewellery for Weddings Unique International Allure High end Jewellery Brand
Giantti
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
BRAND RECALL (Acc To TNS Survey)
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PLACES Domestic Presence
bull Ahemdabad bull Bangalorebull Barodabull Chennaibull Delhibull Goabull Guwahatibull Hyderabadbull Jammubull Jamshedpurbull Kolkattabull Mumbaibull Nagpurbull Punebull Shimla
Global presence
bull More than 175 stores in USAbull Stores in Chinabull Middle Eastbull Thailandbull Japanbull Italybull UK
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
MARKETING STRATEGIES Immense Retailing Extensive advertisingvideo Association with Sportsbull 3-year contract to create jewellery for Wimbledon
Tennis Championshipbull Gitanjali behind Kolkata Riders-2008 exploring a whole new sphere of e-tailingexpect to
capture 35 per cent of the total online jewellery sales in India by 2010 By 2010targets 3-5 per cent of its total sales to come through e-commerce
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
1048724 Large jewellery storesshopping malls anddepartment stores1048724 Shoppers Stop1048724 Globus1048724 Westside1048724 Gold Souk1048724 Directly serviced by theGitanjali Group
1048724 The retail operations of the group are classified into threedifferent formats1048724 Retail Stores owned bythe group1048724 Shop in shop outlets indepartment stores1048724 Franchisee stores
Exclusive distributornetwork for each brand tosell to jewellery retailersacross the country1048724 Once delivered thedistributor assumes theresponsibility of selling theproduct1048724 Commission paid dependson the brand and sale valueof the final product
Sales Through exclusive Distributor Network
Sales to Departmental stores and Exclusive Distribution Networks
Sales through Retail Stores owned or managedBy the group
MULTI CHANNEL DISTRIBUTION NETWORK
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
RELIANCE JEWELS
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
RELIANCE INDUSTRIES
bullIndias largest private sector company with a turnover of $28 billion as on March2006
bullout of every 4 investors in India one is a reliance shareholder
bullReliance industries features worlds most respective companies on 269th position
bullThe company expects its EampP efforts to gross around Rs 10000 crore in revenues
bullThe company has strong cash flow of around Rs 7500 crore
CompetitorsBharat PetroleumIndian OilTata Group
RELIANCE RETAIL
bullWith a 27 share of world GDP retail is a significant contributor to overall economic activity
bullThe Indian retail industry is pegged at $ 300 billion and growing at over 13 per year bullRRL has rapidly grown to operate 590 stores across 13 states at the end of FY 2007-08
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
G
bullReliance Retail is a wholly owned subsidiary of $2723-billion Reliance Industries Ltd
bullIt will invest Rs250 billion by 2010-11
bullRRL has also launched its first few specialty stores for apparel (Reliance Trends) footwear (Reliance Footprints) jewellery (Reliance Jewels) books music and other lifestyle products (Reliance Timeout) auto accessories and service format (Reliance Autozone) and also an initiative in the health and wellness business through lsquoReliance Wellnessrsquo
bullRRL established key joint ventures with international partners in apparel optical and office products businesses
bullRIL wins Annual FICCI Awards 2007-08 for Excellence in Science amp Technology amp Technological Innovation
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
T
bullReliance Retail made a foray into the branded jewellery space with their new venture tentatively titled Reliance Jewel-which was promoted by Mukesh Ambani
bullOpened its first store in Bangalore on November 15 that offered gold diamond platinum and silver jewellery
bullReliance is the second corporate after the Tatas to enter the Rs 70000 crore Indian jewellery industry which is dominated by almost 3 lakh traditional family jewellers
bullTARGET Reuters reports that Reliance Jewels has targeted to capture a 10 market share in Indiarsquos jewellery market within five years
bullMedia reports said that by 2010 they plan to overtake Tatarsquos Tanishq the largest organised player in this market at present
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
MAJOR MARKETING STRATEGIES
bullldquoWe aim at opening 300 Reliance Jewels outlets across the country during the next three years beginning with the major metroes said Ashok Kaul Business Head and Vice President Jewellery
bullINFRASTRUCTURE The company opened its first jewellery specialty store at Bangalore with an investment of about Rs120 million The store is spread over 6000 sq ft and showcases over 10000 designs
bullMarch 2008 Set up with an investment of Rs 25 crore the Hyderabad store is spread across 8000 sqft having over 15000 designs of exquisitely crafted jewellery from across the country
bullPlanning to open stores across 12 locations in Andhra Pradesh in the next three years places like Vijayawada Vishakhapatnam Nellore Warangal besides Hyderabad envisaging a total investment of Rs 180 crore in the next three years
bullThe third Reliance Jewels retail store was been launched in Ludhiana north India This is the first Reliance jewels in the northern Indian region
STRATEGIC ALLIANCES Tie-ups with gems and jewellery manufacturers and exporters majors Gitanjali Group Intercontinental Gems and Rosy Blue Group
DISTRIBUTION some of the stores are owned by the company while others are franchised
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
bullReliance has ambitious expansion plans of opening over 200 multi-storey stores across metros and mini-metros
bull Offers COMPETITIVE PRICING As an introductory offer Reliance plans to waive making charges since gold prices have just hit an all-time highrdquo
bullJEWELLERY ASSORTMENT AND DEMANDbullStill greater demand for hallmarked jewellery a need for a good shopping environment coupled with its brand name may help draw customers to Reliances stores Kaul said
bullReliance Retail is investing Rs 25000 crore in its retail foray with WGC-World Gold Council to boost retail demand of gold in India
PUBLICITY ldquoit has always been the endeavour of Reliance to provide the consumers with a wide range of high quality products at competitive pricesrdquo
ldquoReliance Jewels is another milestone in our effort of bringing a unique shopping experience with assured purity of gold and certification of diamonds This is our largest store and we plan to give our consumers an unparalleled range of jewellery and an unmatched shopping experiencerdquo
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
MAJOR BRANDS
The Hyderabad outlet offers bullKolkota filigree bullRajkot minakari jewelry bullkundan from Jaipur bulltemple jewelry from Kerala bulland jadau from Amritsar in 100 percent BIS Hallmarked gold jewelry
bullIts diamond jewelry ranges from daily wear to party wear and and is certified by an international certification laboratory
bullWersquore sourcing jewellery from regional kaarigars across the country as well as design houses so our collection will cater to all occasions
bullSince wersquore launching in the wedding season we expect more demand for bridal collections initiallyrdquo said K Sunil Chandran chief executive customer operations(this is for the 1st Bangalore store)
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
ROSY BLUE More than diamonds
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
bull The Group forayed into the international jewellery business in 1888
bull Have units across 15 countries headquartered in Antwerp Belgium
bull Rosy Blue is sight holder and core customer of DTC BHP Rio Tinto Diamonds and Alrosa
bull It has design centres in New York Antwerp Hongkong Tokyo and Mumbai
bull Rosy Blues successful jewellery manufacturing and distribution business is the final link completing the chain from earth to high street
bull Mission Statement To become the global leader in creating and fulfilling consumer desire for diamonds
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
BRANDS OF ROSY BLUE
ROSIBLU
ORRA
ASTA
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
ROSIBLU Diamonds transform you
bull Rosiblu is the flagship jewellery brand Rosy Blues high-end jewellery division in the USA
bull The design inspiration for the ROSIBLU collection is modern sophisticated everyday luxurious living
bull ROSIBLU creations are sophisticated modern and feminine and offer designs of exquisite luxury to be worn everyday
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
ASTA
bull Rosy Blue signed an agreement with Sky Jewellery as the majors retail partner for the Asta brand Sky Jewellery holds the rights to represent Asta across the United Arab Emirates and Qatar
bull Designed to meet the tastes of a range of women from Arab and Asian communities to Western expatriates
bull Made of simple and dainty diamonds is available in 18-karat white and yellow gold
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
ORRA Own a piece of eternity
bull The only jewellery company in India which has tie-ups with the three leading jewellery organizations namely DTC PGI amp WGC
bull Orra epitomizes the person it was created for - her spirit her grace and the invisible glow that surrounds her
bull Set in the international store format ORRA has 35 exclusive diamond boutiques across India
bull They have attempted to differentiate our product offerings and create new product concepts
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
SOME OF THEIR COLLECTIONS
bull Bridal Collectionbull Solitaire Collectionbull Platinum Couples Collectionbull Mughal Collectionbull Spiritual Collectionbull Career Carats
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
Pricing
bull The Orra range has been priced at Rs 5000 at the entry level and up to Rs 10 lakhs for the high-end jewellery
bull Orra had a scheme to sell gold at a fixed pricebull Segmentation due to its premiere pricing it generally
aims the elite groupbull Targeting traditionally like all jewellery brands orra
also targeted the female population but above de age group of 20
bull Positioning exclusive diamond outlet
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PROMOTION
bull Used commercial ads to recapture the brands heritage since Orra has been around for 116 years and it was essential to portray its rich tradition
bull Retail strategy- Positioned as an lsquoOnly Diamonds Storersquo it aims at bringing to the consumers the finest diamond jewellery in a world-class retail setting
bull Rosy blue was associated with IIFA 2006bull ORRA has had a long and successful association with the Hollywood and Bollywood
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
bull BCCI commemorates Sachin Tendulkar for his feat of achieving 12000 runs with a trophy designed by ORRA
bull BCCI appointed ORRA to create a trophy to honour Anil Kumble for his commendable record of 600 test wickets
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
PLACE
bull Orra operates in various parts of the world including Asia USA Middle East and Europe
bull They cater to their customers through retail outlets and online transactions
bull They also have various tie-ups with other jewellery outlets to market their brand
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
SOURCE OF DIFFERENCE
ROSY BLUE
GITANJALI TANISHQ JOY ALUKKAS
RELIANCE JEWELS
SALES TURNOVER(in Crores)
7200 4832 3520 3350 800
TARGET CUSTOMER
Upper Middle ampabove
Middle ampabove
Upper middle ampabove
Middle ampabove
Middle ampabove
MARKETING STRATEGY
Events Advertising Customer Schemes
Theme based advertising
Press releases
THANK YOU
THANK YOU