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Bhagyashree jewellers started in 1991 and challenged the established family jeweller system prevalent in mumbai. They have set up production and sourcing bases with thorough research of the jewellery crafts of mumbai. BJ jewels was launched as a range of jewellery and silver jewellery focus on Indian markets to tap the domestic opportunity. They spread awareness to the public about alleged impurity in Gold jewellery across local area. In India, It runs a popular scheme called Golden Harvest for sales promotion and to help buyers plan for large purchases like during weddings.
Description of Bussiness Operating since 1991,Bhagyashree Jewellers is proud to be the generation entrepreneurs of an organization that traces its roots to over 22 years of trust and goodwill. Being a traditional business founded by Mr BHARAT JAIN, we have years of cumulative experience. Years of experience coupled with innovative ideas of our design team steers us to offer the best and the exclusivity
array of gold & diamond jewellery, wedding bridal jewellery, bridal jewellery sets, bridal necklace set, gold bridal jewellery, diamond bridal jewellery, wedding jewellery, silver items and much more.
Our customers and patrons have supported us in many special ways to our phenomenal success story. We have reached this enviable position due to the support of our customers, who have a keen taste of exquisite jewellery and are extremely loyal to us.
Bhagyashree Jewellers is most contemporary Gold Jewellers, specializing in the latest variation of ornaments ranging from Gold, Diamond, Rubies, Emerald Jewellery, Bridal Jewellery Sets, Gold Bridal Jewellery, Diamond Bridal Jewellery, Bridal Necklace Sets, Wedding Jewellery, Silver Items and Pure Silver Utensils & Artifacts. We manufacture exclusive handmade jewellery embellished with precious and semi precious coloured gemstones set in gold. We also deal in Kundan, Meenakari and Polki Jewellery. With the distinction of being the trendsetters in jewellery design.
We firmly believe in destiny and the beneficial effects of birthstones/gemstones on it. Have a close look at the vast selection of genuine Birthstones, carefully hand-picked by us. These Gemstones are absolutely natural and are not treated, irradiated or color-enhanced to negate its astrological properties.
Unique and original design is our strength. Our Gold and Diamond Jewellery has a distinctive identity, which has been developed to suit individual buyer's tastes. Each piece speaks volumes of effort, impeccable workmanship, meticulous attention to detail and of the process where originality, luxury, exuberance, expertise and perfection merge to give birth to a masterpiece. In todays competitive market, we strongly believe that the only way to our success is offering that little extra in product and service, because it makes all the difference between the ordinary and extraordinary. We believe in performance with commitment, coupled with honesty, integrity and business ethics that build strong and lasting relationships. Our creation characterize passion, individuality and style.
"Experience the aura of shine and glory of purity, perfection and beauty by diving in to the ocean of our collection...."
HISTORY : During 1991 ,The Firm Was Named As Bhagyodaya Jewelers Which Was Started By Mr.Bharat Jain .He Brought This Business By A Small Investment Around 10000 ,This Was Loan Taken From The Friends To Bring A New Business In The Family.The Loan Was Taken Because The Family Was Against This Business Because The Famly Business Was Textiles From Decades.He Wanted To Start Something New And He Started In 1991..As The Business Was Making Profits He Brought His Brother Mr.Sursh Jain As A Partner.In 2003,The Firm Bhagyashree Jewelers Was Brought In And The Partnership Was Dissolved. Today Bj Jewels Is One Of The Leading Jewellers In The Market As Compared To Others .
Project overview Introduction : Research marketing and advertising is very crucial in todays world. And it is important in understandin and speculating and ultimately determing the position of the product in consumers mind. It is like a homework task that a good
advertising /marketing sales person would always carry out before implementing the said product's advertising/marketing strategy. By collecting data with the help of research methods, the researcher can manage to understand the consumers buying behaviour. We want to know how affective is our advertisement on the listener ,where the stratergy fall short and where it has to be improved. It can be said that the most important part of Advertising or Marketing is to increase the sales of the Product. So to increase the sales of the product,we require a well developed marketing plan, a good know how of a prospective consumer.
MARKET RESEARCH Market research is the process of s ystematically gathering, recording and analyzing data and information about customers, competitors and the market. Its uses include to help create a business plan, launch a new product or service , f i n e t u n e e x i s t i n g p r o d u c t s a n d s e r v i c e s , a n d expand into n e w m a r k e t s . M a r k e t r e s e a r c h c a n b e u s e d t o d e t e r m i n e which portion of the population will purchase a product/service, based on variables like age, gender, location and income level. Market research is generally either primary or secondary. The
advantages of secondary research are t h a t i t i s r e l a t i v e l y c h e a p a n d e a s i l y a c c e s s i b l e . Disadvantages of secondary research are that it is often not s p e c i f i c t o y o u r a r e a o f r e s e a r c h a n d t h e d a t a used can be biased and is difficult to validate. Primary market research involves testing such as focus groups, surveys, field t e s t s , interviews or observation, conducted or tailored specifically to that product. A list of questions that can be answered through m a r k e t research: What is happening in the market? What are the trends? Who are the competitors? H o w d o c o n s u m e r s t a l k a b o u t t h e p r o d u c t s i n t h e market? W h i c h n e e d s a r e i m p o r t a n t ? A r e t h e n e e d s b e i n g m e t by current products?
Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is complete it can be used to determine how to market your specific product. For the growth and plannning of a business there are a few things that are important:
Market information Market information i s m a k i n g k n o w n t h e p r i c e s commodities in the market, the supply and the demand. Information about the markets can be obtained inseveral different varieties and formats.Examples of market information questions are: Who are the customers? Where are they located and how can they be contacted? What quantity and quality do they want? When is the best time to sell?
Market segmentation: Market segmentation is the division of the market or p o p u l a t i o n i n t o s u b g r o u p s w i t h s i m i l a r m o t i v a t i o n s . W i d e l y used bases for segmenting include geographic differences,
personality differences, demographic differences, use of product differences, and psychographic differences. Market trends The upward or downward movements of a market, during a period of time. The market size is more difficult to estimate if y o u a r e s t a r t i n g w i t h s o m e t h i n g c o m p l e t e l y n e w . I n t h i s case, you will have to derive the figures from the number of potential customers or customer segments. B u t b e s i d e s i n f o r m a t i o n a b o u t t h e target market you also need information about your competitor, your customers, products etc. A few techniques are: Customer analysis Choice Modelling Competitor analysis Risk analysis Product research Advertising research PRODUCT LINE & THE COLLECTIONS
PRODUCT LINE:
PRODUCT LINE & THE COLLECTIONS PRODUCT LINE: BJ Diamonds The sparkle of diamonds has always attracted the human eye. Finding your perfect piece of diamond jewelry is anexhilarating and unique experience. As with any significant purchase, it is important that you make an educated decision. C u t a n d c r a f t e d w i t h u t m o s t c a r e , B J d i a m o n d s c o m e with a certificate of authenticity, stating the carat, colour and clarity of the stone, to enable you to know exactly what you are paying for. N o g e m s t o n e e x p r e s s e s h u m a n e m o t i o n s m o r e powerfully than a diamond and we transforms these precious stones into breathtaking masterpieces, e a c h u n i q u e a n d splendid in design. When it comes to d i a m o n d s a t B J J E W E L you will be spoilt for choice from many collections we have to offer. Gold
From the traditional MANGALSUTRAS and NECKLACE to the more fashionable earrings, chains, bracelets and rings, there is a lot to choose. In India Gold has always been associated with security and is the most valuable form of investment. However, it has been observed that consumer is an easy target to several malpractices like under karatage, under valuation of the gold sold and unfair buy back policies due to the lack of awareness about these issues. B J J E W E L p r o p a g a t e s e t h i c a l p r a c t i c e s n o t o n l y b y a s s u r i n g the customer purity and selling policies, but also fair policies to the karigars who craft the jewelry. B J expressing the wearer's individuality but each piece is subject to the intricate process of design, crafting and stone s e t t i n g w i t h s t r i n g e n t q u a l i t y s t a n d a r d s a t e v e r y p o i n t . A t OUR SHOWROOM, we cater to every occasion. Our collections in gold abound from the grandiose wedding collection to exoti c kundan and polki, from the stunning Aarka collections to the exclusive Nakashi work. We ensure that we have something f o r everyone with our baby range, 9 to 5 for the w o r k i n g woman and high fashion, men's wear, teen's collection and regional specific designs. THE COLLECTIONS:The Diamond Collection
N o g e m s t o n e e x p r e s s e s h u m a n e m o t i o n s m o r e p o w e r f u l l y than a diamond After all, a diamond is timeless and findingyour perfect piece of diamond jewelry is an exhilarating and unique experience. Cut and crafted with utmost care th e diamond collection renders each piece eternal. The Wedding Collection The bride blushes; Everyone around s m i l e s ; T h e s h e n a i announces festivity; The priests chant auspicious promises; She walks demurely; A vision of beauty; Her jewel s a r e exquisite; Crafted by the best in the land; As p u r e a s t h e blessings bestowed on her.
The Kundan and Polki Collection Influenced by the mughal era Kundan work requires special craftsmanship and a myriad of stages, each crafted by a different set of highly skilled karigars .BJ JEWEL as a revitaliser of tradition brings to life techniques and motifs of the period through our exquisite collections of Kundan and Polki (uncut diamonds).I t i s
difficult for jewelers to ensure the purity and correct grammage of the product since it involves so many stages. H o w e v e r , w e e n s u r e s t h e k a r a t a g e a n d n e t w t o f t h e product. The Colours of Royalty Collection Colors of Royalty a range of exquisite studded je w e l r y , reminiscent of the magical Victorian era. The c o l l e c t i o n i s inspired by the classic design essence and sensibilities foundi n t h e a r c h i t e c t u r e , f a s h i o n , d e s i g n , d r a p e s a n d p a t t e r n s o f the Victorian period..This line of precious stones and diamond jewelry in 18k from u s c o m p r i s e s m o r e t h a n 2 0 0 p i e c e s a n d i s b y f a r t h e largest studded collection launched by us. JEWELLERS FOR YOU At BJJEWELS its not just the products, its the experience that matters. We make sure that we give you the p r e m i u m quality of not only product but service as well. We not only has an exquisite range of designs to m e e t a l l y o u r requirements we also offer the benefit of any modification or customization on products.There are host of value added services that
you can avail of a t T a n i s h q l i k e t h e G o l d e n H a r v e s t S a v i n g s S c h e m e , G i f t Voucher purchase, Exchange of gold and diamonds etc. Golden Harvest Saving Scheme G o l d e n h a r v e s t S a v i n g s S c h e m e i s o n e o f t h e most lucrative savings schemes, that enables to save each month with us and plan for wedding jewelry purchases.Your monthly installments are safe with us, whereas savings a t h o m e c o u l d e a s i l y g e t s p e n t . T h i s s c h e m e p r o v i d e s y o u with much better returns than other saving o ptions like bank deposits or post office savings schemes. In addition, s p e c i a l b o n u s a t t h e e n d o f t h e s c h e m e p e r i o d helps you stretch your jewelry budget How much money must one invest to enroll in the scheme? You need to invest only Rs.500/- per month to enroll. You could also deposit a larger sum, as long as t
h e y a r e i n multiples of Rs.500/- You can choose from two c o n v e n i e n t savings scheme options- an Plan (15 month installments) .
Exchange Policy at our showroom: Exchange your old jewelry for new with us Most retailers have a differential buy back or different rates for selling and buying gold jewelry. At BJ JEWELS, a single gold r a t e i s m a i n t a i n e d f o r b u y i n g o r s e l l i n g g o l d j e w e l r y . 8 % o f the value is deducted for costs involved with testing , refining and taxes for the jewelry given by the customer .When you exchange any gold coin with jewelry, you get the benefit of the current gold rate and f u l l v a l u e exchange without deduction. When you exchange any other b a n k s g o l d c o i n w i t h j e w e l r y t h e r e i s a 4 % d e d u c t i o n o n value. This deduction is made for handling and transportation costs and for refining the metal received on exchange MARKETING Marketing Equals the Four Ps
Part of marketing is identifying the mix of "Ps" that makes your service unique. This is also called your Marketing mix. The next step is to shape your marketing mix and position Its c o m p o n e n t s t o c r e a t e a u n i q u e i d e n t i t y f o r y o u r b u s i n e s s that attracts and retains customers. Your market position Is o n e o r m o r e s e l e c t e d b e n e f i t s o r f e a t u r e s t h a t m a k e y o u r operation unique and different. The following steps will help you define your marketing mix: Identify your target market. Determine what the target consumer desires. A s s e s s w h e t h e r y o u h a v e a n y a d v a n t a g e s o v e r y o u r competition in delivering the desired service. Choose the position that is most valued by the consumer.
THE JEWELLERY MARKET Jewellery play a significant role in Indian c u s t o m s a n d traditions, making this sector integral to the e c o n o m y a n d one of the fastest growing industries in the country. Worldwide, the gems and jewellery industry has been g r o w i n g a t a g o o d
p a c e a n d i s c u r r e n t l y e s t i m a t e d a t o v e r US$ 130 billion. In India, it accounts for nearly 20 per cent of t o t a l I n d i a n e x p o r t s . I t p r o v i d e s e m p l o y m e n t t o 1 . 3 m i l l i o n people directly and indirectly. T h e I n d i a n m a r k e t i s l a d e n w i t h g o l d j e w e l l e r y o f v a r y i n g karatage, which has seen huge appreciation in value terms in recent times. The Gold Rush In the late 1990s, the Indian jewellery market witnessed a shift in consumer perceptions of jewellery. Instead of being regarded as only an investment option, jewellery was being prized for its aesthetic appeal. In other words, the foc usseemed to have shifted from content to design. T r e n d y , affordable and lightweight jewellery soon gained familiarity. Branded jewellery also gained acceptance forcing traditional jewellers to go in for branding. Given the opportunities t h e branded jewellery market offered; the number of gold retailers in the country increased sharply. Branded players such as Tanishq, Oyzterbay, Gili and Carbon o p e n e d o u t l e t s i n v a r i o u s p a r t s o f t h e c o u n t r y . T r a d i t i o n a l jewellers also began to bring out lightweight jewellery, and some of them even launched their in-house brands. However, the share of
branded jewellery in the total j e w e l l e r y m a r k e t w a s s t i l l s m a l l ( a b o u t R s . 1 0 b i l l i o n o f t h e Rs. 400 billion per annum jewellery market in 2002), though growing at a pace of 20 to 30 percent annually The branded jewellery segment occupied only a small share o f t h e total jewellery market because of the mindset of thea v e r a g e I n d i a n b u y e r w h o s t i l l r e g a r d e d j e w e l l e r y a s a n investment. Moreover, consumers trusted o n l y t h e i r f a m i l y jewellers when buying jewellery. Consequently, the branded jewellery players tried to change the mindset of the people and woo customers with attractive designs at affordable prices. Gold Jewellery Market in India Before the liberalization of the Indian economy in 1991, only the Minerals and Metals Trading Corporation of India (MMTC) a n d t h e S t a t e B a n k o f I n d i a ( S B I ) w e r e a l l o w e d t o i m p o r t gold. The abolition of the Gold Control Act in 1992, allowed large export houses to import gold freely. Exporters in export processing zones were allowed to sell 10 p e r c e n t o f t h e i r produce in the domestic market .
In 1993, gold and diamond mining were o p e n e d u p f o r private investors and foreign investors were allowed to own half the equity in mining ventures. In 1997, overseas banks and bullion suppliers were a l s o allowed to import gold into India. These measures led to the entry of foreign players like DeBeers, Tiffany and Cartiers into the Indian market. In the 1990s, the numb er of retail jewellery outlets in India increased greatly due to the a b o l i t i o n A c t o f t h e G o l d C o n t r o l
j e w e l l e r y market with an estimated 100,000 workshops supplying over 350,000 retailers, mostly family-owned, single shop operations. In 2001, India had the highest demand for gold in the world; 855 tons were consumed a year, 95% of which was used for jewellery. The bulk of the jewellery purchased in India was designed in the traditional Indian style. Jewellery was fabricated mainly in 1 8 , 2 2 a n d 2 4 c a r a t g o l d . A s H a l l m a r k i n g w a s n o t v e r y common in India, under- caratage was prevalent .According to a survey done by the Bureau of
Indian Standards (BIS), m o s t g o l d j e w e l l e r y a d v e r t i s e d i n I n d i a a s 22-carat was of a lesser quality. O v e r 8 0 % o f t h e j e w e l e r s s o l d g o l d j e w e l l e r y r a n g i n g f r o m 13.5 carats to 18 carats as 22-carat gold jewellery. The late 1 9 9 0 s s a w a n u m b e r o f b r a n d e d j e w e l l e r y players entering the Indian Market. Titan sold gold jewellery under the brand name T a n i s h q , while Gitanjali Jewels, a Mumbai-based jewellery e x p o r t e r , sold 18-carat gold jewellery under the brand name Gili. Gitanjali Jewels also started selling 24-carat gold jewellery in association with a Thai company, Pranda Su-Raj (India) Ltd. launched its collection of diamond and 22- c a r a t g o l d j e w e l l e r y i n 1 9 9 7 .
Gold Jewellery Becomes Fashion Accessory Till the early 1990s, the average Indian bought jewellery for investment rather than for adornment. Jewellery made of 18karat gold was not favored as it was c o n s i d e r e d a p o o r investment. Confidence in the local jeweller was the h a l l m a r k o f t h e g o l d j e w e l l e r y t r a d e i n I n d i a . A j e w e l l e r o r goldsmith in a local area had a fixed and loyal clientele .The buyer had implicit
faith in his jeweller. Additionally, the local jeweller catered to the local taste for traditional jewellery. However, since the late 1990s, there was a shift in consumer tastes: women were increasingly opting for f a s h i o n a b l e a n d l i g h t w e i g h t j e w e l l e r y i n s t e a d o f t r a d i t i o n a l chunky jewellery. There was a rise in demand for light weight jewellery, e s p e c i a l l y f r o m c o n s u m e r s i n t h e 1 6 t o 2 5 a g e g r o u p , w h o regarded jewellery as an accessory and not an investment. The new millennium witnessed a definite change in consumer preferences. According to Samrat Zaveri, CEO of Trendsmith, "Research shows that the Indian jewellery sectoris in the transition phase with consumers' desire for possession of jewellery for its aesthetic appeal and not as a form of investment."In October 2002, Trendsmith conducted a survey tounder stand the shifting needs, motivations and aspirations o f c o n s u m e r s i n t h e j e w e l l e r y m a r k e t , a n d t o i d e n t i f y n e w trends and opportunities. The research study arrived at the following conclusion The Indian market was witnessing an a c c e l e r a t e d s h i f t from viewing jewellery as an investment to regarding it
asaesthetically appealing ornaments. The focus had shifted from content to design. T h e y o u n g e r g e n e r a t i o n w a s l o o k i n g a t t r e n d y , contemporary jewellery and clearly avoiding heavy gold jewellery . a t T he a co nsumer w a nted a w i der s electi o n
shopping experience. The Indian consumer was willing to experiment with new designs. I n t h e l a t e 1 9 9 0 s a n d e a r l y 2 0 0 0 s , w i t h t h e i n c r e a s e i n the number of designers from design schools such as the National Institute of Fashion Technology (NIFT), a wide range o f n e w d e s i g n s became available. In addition, the growing number of m a n u f a c t u r e r s n e e d e d a r e t a i l i n g p l a t f o r m w i t h global and national reach. All these led to the proliferation of branded jewellery players. Strategies for Wooing Customers In the late 1990s, players in the branded gold je w e l l e r y market formulated strategies for wooing customers. According to , the challenges were many. As the jewellery market was highly fragmented,
l a c k e d branding, and allowed many unethical practices to flourish, the firm worked hard on a two-pronged brand-building s t r a t e g y : c u l t i v a t e t r u s t b y e d u c a t i n g c u s t o m e r s a b o u t t h e unethical practices in the business and change the perception of jewellery as a high -priced purchase., " W e a r e c h a n g i n g t h e a t t i t u d e s o f c u s t o m e r s from blind trust to informed trust."
To increase its marketshare, They formulated a strategy for luring people away from traditional neighborhood jewellers. Its'sstrategy was to create differentiation and build trust.
According to them, the first part of the strategy was " t o provide a point of differentiation in a highly commoditized c a t e g o r y w h i c h i s t h e w h o l e p o i n t o f b r a n d i n g . " . Accordingly, "If d i f f e r e n t i a t i o n p l a y s t h e r o l e o f p r i m a r y a t t r a c t i o n , t r u s t takes care of life long loyalty." One way to create differentiation was through design. T h e e m p h a s i s h a d t o b e o n d e s i g n b e c a u s e m o s t j e w e l e r s could not offer to design any pattern according to the customer's
specifications.
To s t a y a h e a d o f c o m p e t i t i o n f r o m
o t h e r l o c a l j e w e l l e r s , t h e y decided to focus on quality c o n t r o l . I n 1 9 9 9 , i t i n t r o d u c e d carat reports which showed the purity of gold. In fact, BJ jewels USP was the purity of its gold. In November 2002, Tanishq introduced a new collection of jewellery called 'Lightweights.'T h e c o l l e c t i o n f e a t u r e d n e c k w e a r , e a r r i n g s , b a n g l e s , r i n g s and chains in 91.6 karat gold with prices starting at Rs 1,100.It also launched Lightweight Diamonds, with prices starting at Rs 3,000. According to Kurian, the best returns oninvestment came from small towns. All That Glitters is Not Gold Branded jewellery players will continue to face lot of competition from local jewellers. In order to gain m a r k e t s h a r e , t h e y w i l l h a v e t o c o m e u p w i t h d e s i g n s t h a t customers want and win the trust and confidence of consumers by hallmarking and demonstrating the purity of the gold used by them. T o c o m p e t e w i t h o t h e r p l a y e r s , w e m u s t a l s o f i n d s o m e w a y t o d i f f e r e n t i a t e t h e m s e l v e s . W h i l e t h e success of a particular brand/store will depend on dif ferentiation, affordability and
quality will be a key element in sustaining a brand. In addition, branded players require focused advertising and astute salesmanship to compete with branded jewellers. Besides the major brands- Tanishq, Carbon, Oyzterbay, Giliand Trendsmith- several regional players have opened branches to leverage the trust and reputation that they have built up over the years. This is going to add to the c o m p e t i t i o n i n t h e b r a n d e d j e w e l l e r y m a r k e t a n d r e t a i l e r s . M o s t o f t h e branded jewellery players in India focused on yellow gold; o n l y a f e w o f t h e m e x p e r i m e n t e d w i t h t h e p i n k a n d w h i t e forms of gold. Some of the players also used diamonds and p l a t i n u m , w h i c h a p p e a r t o h a v e a g o o d f u t u r e i n t h e I n d i a n jewellery market What Woman Want? While Tanishq and a few other regulars do occupy women's m i n d space, the good news for other brands is that women are not unduly influenced by the aspirational longings o f their hearts. A long history of fascination for the yellow metal as a status symbol and as an instrument of security and its e a s y c o n v e r t i b i l i t y t o c a s h h a s m o s t w o m e n , b o t h w o r k i n g and non-working, picking up gold jewellery without precious stones as their most preferred
jewellery. With the economy moving upwards and i ncome levels increasing, gold c o n s u m p t i o n i n I n d i a i s s h o w i n g t r e m e n d o u s g r o w t h . W G C reports that there has already been a 50 per cent increase in the first half of 2005 over the same period last year! With established jewellery manufacturers (read brand owners) recognizing the everlasting appeal of gold among India n women, jewellery brands in the future might see more visibleusage of gold. PREFERRED TYPE OF JEWELLERY
fashion jewellery silver jewellery pearl jewellery platinum jewellery studded with diamonds platinum jewellery gold jewellery studded with coloured gems gold jewellery studded with diamonds gold jewellery with no precious stones 0 10 20 30 40 50 60 70 80 90 bangalore mumbai delhi
Where Do Women Buy From? As constant as their liking for gold, Indian women are totally rooted in the choice of the place from where they buy their j e w e l l e r y . I n t h i s c a s e , t h e t r a d i t i o n a l / i n d e p e n d e n t j e w e l e r seems to have no competition at all from the new generation S h o w r o o m a n d s t o r e s , m a l l s , etc. But there are changes happeni ng. W o r k i n g w o m e n , t h e s u r v e y p o i n t s o u t , a r e m o r e o p e n t o trying out QUALITY showrooms and new retail outlets. With ana m a l g a m a t i o n b e t w e e n t h e o l d a n d t h e n e w m a r k e t i n g strategies, independent/ family jewellers have also created indelible brands. Thus, in the final reckoning, most women a r e q u a l i t y - c o n s c i o u s a n d opt either for the ones that are highly visible or those t h a t h a v e b e e n e m b e d d e d i n t h e i r buying culture through family association.
SOURCE OF PURCHASE
FAMILY JEWELLERS
INDIVIDUAL GOLDSMITH
Future Prospects The Indian jewellery market, though nascent, grew a t t h e r a t e o f 20-30% during 1998-2000. However, in the Rs 400 billion Indian jewellery m a r k e t , BJ JEWEL share was not even 1%.Not willing to accept this as a 'poor show,' We saw it as a vast opportunity instead. The company planned to attain a 2 % m a r k e t s h a r e i n t h e n e x t f e w y e a r s . " T h e jewellery market is one of the largest consumer segments in t h e
c o u n t r y . I t h a s a n e s t i m a t e d 2 , 5 0 , 0 0 0 r e t a i l e r s w i t h n o national or international brand and no corporate player. We believes that this market is right for consolidation. A consumer-oriented, highly ethical corporate player will have g r e a t o p p o r t u n i t y . O u r g r o w t h r a t e s i n t h e p a s t t h r e e y e a r s have fully substantiated this hypothesis." Had ambitious plans to invest in information technology a n d utilize Intranets and the Internet to link all of its showroom to one customers. There were also plans to do online m o n i t o r i n g o f s a l e s a n d design popularity as well as using the Internet to place orders. The Intranet was to contain a photo collection of all t h e d e s i g n s i n a l l t h e s t o r e s s o t h a t even those not in stock in a store could be ordered by customers. This was expected to boost sales significantly in the future. "We have
finally figured out the jewellery business and should be solidly profitable, shorn of any caveat, this year. PROMOTION, ADVERTISING & PUBLICRELATION Promotion BHAGYASHREE JEWELLERS launches Free gold coin offer campaign
July 19, 2008 (India) BJ jewels launched its "Get Gold free with Diamonds" promotional offer were customer be entitled to win at least one 91.6 one-gram gold coin on every purchase of diamond jewellery worth Rs 5,000 and above." G e t Gold free with Diamonds' caters to the aspirations of I n d i a n w o m a n b y p r o v i d i n g a n o p p o r t u n i t y t o o w n diamond jewellery and win gold, which is a huge investment opportunity. A k s h a y a T r i t i y a i s o n e o f t h e f o u r m o s t a u s p i c i o u s d a y s o f the Vedic calendar. The Akshaya Tritiya pre-booking scheme along with the 50 per cent deduction on making charge offer was made available. Advertising: T V Advertisement We focus on the emotional attachment in the advertisement like engagement, marriage and such other occasions. Print advertisement We circulate pamphlets,brouchers and catalogues during special occasion to boost our sales to 30%.