ROLAND JEWELRY

(Marketing Plan & Strategies)

Executive Summary

Roland Jewelry (RJ) is a dealer of unique titanium, gold and diamond jewelries. Roland Jewelry distributes many
designs in the forms of earrings, pins, chains, rings and pendants. All of the products are designed and manufactured
by Mouawad Jewelry & Watches, UAE.

Each piece of jewelry is a work of art in itself, very special and unique. Roland Jewelry will be selling directly to end
consumers through its official website as well as at exhibitions/shows. Roland Jewelry will also use galleries, museum
shops, and specialty jewelry retailers as a distribution channel as well.

For the first eight months, Roland Jewelry will be a one-man show and will welcome an independent sales
representative on month eight. This is to allow space for buildup.

Situation Analysis

Roland Jewelry is a start-up company operating out of the owner’s home. Marketing will be key to raise
visibility and awareness of Roland Jewelry and their products. The basic market needs is unusual pieces
of art jewelry crafted out of gold, diamond or titanium. Titanium is used because of its hypoallergenic
qualities (ideal for necklaces and earrings that touch the skin), its incredible strength, and light weight.

Market Summary

Roland Jewelry has a lot of information regarding the market and attributes concerning their target customers. This
information will be leveraged to continually determine who the customer is, their specific needs and how Roland
Jewelry can best communicate with them.

Market Needs

Roland Jewelry is providing its customers with innovative, creative, handmade jewelry. It will provide the following
benefits to their customers:

* Selection: A wide range of jewelry styles, creations and anodizing schemes.

* Accessibility: Sells direct to the consumer through a network of art/jewelry galleries, and at art fairs and shows, while
also maintaining their official exhibition center and other sales point.

* Customer Service: The patron will be impressed with the level of attention and service that he receive. This level of
service occurs during all transactions with Roland Jewelry from answering questions, to order taking, to warranty
repairs.

* Competitive Pricing: The pricing structure provides the consumer with a good value for handmade jewelry and the
craftsmen with a fair profit.

* Market Trends: The market trend within the jewelry industry is a movement toward custom, unique pieces as well as
limited production items. This trend is in response to the climate of the industry in the mid-nineties where the jewelry
market was flooded with thousands of identical pieces of jewelry. Within a few years, people were running into others
who had the same piece of jewelry. This element of commonality or "run of the mill-ness" fueled demand for artistic
jewelry that was in low production and unique, not something that you would see often.

Customers are using similar pieces of jewelry as a way of creating distinction from the common population, a way to
stand out. This desire is a part of a broader desire to be different. Roland Jewelry has leveraged this trend by
distributing unique pieces that are distinct.

Market Growth

The artistic jewelry segment of the larger jewelry industry is growing at a healthy 9%. This growth can be attributed to
the value that people place on having distinctive, unique pieces of jewelry.

Another factor that is supporting the growth is the blending of art and jewelry. Traditionally jewelry was ornate pieces
made out of precious metals. The nice pieces were a symbol of wealth or status. As long as the piece was made out of
a precious metal, there was value attributed to the piece just by virtue of what it was made out of, regardless of the
creativity of the actual piece. The younger population that recognizes the aesthetic value of art work is now demanding
jewelry to have artistic elements. In essence it is art that you wear. These trends are helping the industry grow

SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the
opportunities and threats facing Roland Jewelry.

Strengths:

* Unique designs and construction methods.

* Strong relationships with suppliers as well as galleries.

* The flexibility to provide custom pieces.

* A comprehensive distribution network from a robust website and a network of galleries.

Weaknesses:

* A large portion of the target market that is unaware of Roland Jewelry products.

* Limited time and budget to market the company to the segmented target population.

* The struggle to constantly create new designs.

* The possible inability to meet demand due to the small size of the company.

* Opportunities

* A growing market that, to a large degree, is unaware of Roland Jewelry.

* The possibility to grow the size of the company so Steve is spending his time creating and allowing others to deal with
the administrative details.
* The injection of fresh, creative designs in a somewhat stagnant industry.

Threats:

* A decrease of availability of raw materials due to demand from other industries.

* Artistic copycats that enter the market and mimic Roland Jewelry designs.

* A slowdown of the economy that will have a reduction on individual's discretionary income.

* Competition and Buying Patterns

As previously stated the jewelry industry is composed of thousands upon thousands of people. Some work and
distribute locally, others have national distribution systems set up. Some artists will design products for larger
companies to manufacture; others will design and make the pieces themselves. This plan will have an abridged
competition section. This is because of the very large and distributed nature of artisan jewelry design, the market is
entirely too dispersed to have a complete catalog of the competition.

Competition takes the following forms:

Artists creating designs that are manufactured on a large scale and distributed nationally. The artists might be famous
enough to have their own one-name studio that creates designs and the product is made and sold under the larger
companies’ name. If the artist is not famous enough to have national name recognition, the designers might belong to a
firm that is hired to develop designs for a company who will manufacture and sell the product.

A company that has their own designers in-house. In this case everything is done internally, design, marketing and
wholesaling. Another variation would be in-house designers, marketers and wholesalers with the manufacturing
contracted out.

The buying patterns of consumers fall typically into two types. Gifts and impulse purchases. A gift purchase occurs
when the buyer is looking for a gift for someone, sees the art piece, and then purchases it. In this case the plan is to
make a purchase, it is just not known what or where that purchase will be made. The other buying pattern is an impulse
purchase. Someone will be shopping; they are not in need of anything, will see the item and have to have it, buying it on
the spot. One last pattern that occurs less frequently is if someone was looking for an "accessory" that would match an
outfit and happens to come across the piece of jewelry and buys it.

Marketing Strategy

Roland Jewelry will rely on three forms of marketing activities. The first will be attendance (including promotion with a
booth) at the various art shows and festivals throughout the country. This form of marketing/promotion is an efficient
way to reach target customers as well as generate sales at these events.

A second form of marketing is the use of the website which will be a source to disseminate information, increase
visibility, and process orders. The website will be submitted to various search engines so people that are not even
looking specifically for Roland Jewelry will come across the site.

A third source of marketing will be networking and promotion through the network of art/jewelry galleries. Initially, the
owner will be generating relationships with galleries. Roland Jewelry will visit numerous galleries in many major cities
and recruit them to sell their product. While the margins are smaller than if Roland Jewelry only sells the piece direct,
the galleries will help significantly increase the volume of sales.
Mission

Roland Jewelry's mission is to make innovative pieces of art in jewelry using authentic gold, diamond, and titanium.
We exist to attract and maintain customers through creative designs and customer attention. When we adhere to this
maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Marketing Objectives

* Increase the number of participating galleries by 8% a quarter after year one.

* Increase Web traffic and sales by 5% each month.

* Increase the amount of sales relative to marketing expenses steadily every quarter.

* Financial Objectives

* A 15% increase in productivity.

* A decrease in variable costs through operating efficiencies.

* An increase in sales, enough to warrant the hiring of additional people to take on administrative details, allowing Steve
to concentrate on his art work.

Target Markets

Roland Jewelry will be focusing on two distinct groups of customers: the end consumer, and galleries (galleries to be
used as a distribution channel). The end consumer will be interacting with the owner via website as well as through
personal contact at exhibitions/shows. The galleries (also museum shops, jewelry stores) will also be met through the
exhibitions and shows. At these events a long-term relationship will be entered into so that the shops become a retail
distribution channel for Roland Jewelry. Additionally, Roland Jewelry will be traveling the countries around the globe
meeting with different galleries and setting up retailing relationships with them.

Positioning

Roland Jewelry will position itself as a creative distributor of artistic gold, diamond and titanium jewelry. Collectors of
artistic jewelry will appreciate Roland Jewelry's unique approach to wearable art.

Roland Jewelry will leverage its competitive edge:

It is based on creative, unusual designs. While this strategy can be replicated, it is not easy. Creative, unusual designs
require skill.

Our partner Mouawad Jewelry and Watches is very skilled in what he does, and every piece that he manufactures
incorporates an element of creative, unusual, eye-catching design that stands out from most jewelry.
Strategies

The single objective is to position Roland Jewelry as an innovative, unique artistic jeweler. This positioning is for the
entire world, and the geographic region that Roland Jewelry seeks to serve. The marketing strategy will seek to create
customer awareness regarding unique products offered, develop the customer base, and work toward building a
network of galleries as distributors.

The message that Roland Jewelry will communicate is that its a unique, custom craftsmen of artistic jewelry. This
message will be communicated through a variety of methods. The first is through promotion and sales at various art
shows and festivals throughout the country. This method will be useful as it carefully targets one segmented target
population.

Another method will be the building of a gallery network that will serve as a distributor for Roland Jewelry. Once this is
established, this will be an effective sales outlet. The last method for communicating RJ's positioning message is
through their website. This website will provide unlimited geographic coverage and is a wealth of information regarding
all of RJ's products. Additionally, it will serve as a mechanism for order placement.

Marketing Mix

Roland Jewelry's marketing mix is comprised of the approaches to pricing, distribution, advertising and promotion, and
customer service.

Pricing: The pricing scheme will be based on the cost of the raw materials and the amount of time required constructing
the jewelry.

Financials

This section will offer a financial overview of Roland Jewelry as it related to the marketing activities. RJ will address
break-even analysis, sales forecasts, expense forecasts, and how those link to the marketing strategy.

Break-even Analysis

Monthly Revenue Break-even $3,411

Assumptions:

Average Percent Variable Cost 32%

Estimated Monthly Fixed Cost $3,400

Sales Forecast

The first month will be spent setting up the work quarters and building inventory. There will be no sales. The second
month will be spent traveling visiting galleries trying to set up distribution channels. There will be no sales activity in
month two as well. Month three will mark the first month of sales activity. Owner will have been to exhibits and sold
products, as well as sales through the website. From month three on sales will increase incrementally. Owner will be
on the road usually about a week per month traveling to galleries and exhibits. This will occur till month eight. Month
eight will mark the time when the owner will hire a sales representative to do the traveling to set up distributors and
attend exhibitions to allow owner to concentrate on his design and production partnership. Month eight will mark a larger
increase in sales.

Expense Forecast

Marketing expenses are to be budgeted accordingly:

Art shows and art festivals: these expenses will ramp up around atleast ten major shows throughout the year.
Expenses will include travel costs, booth construction, and entry/promotion fees.

* Website: these expenses will be fairly flat the entire year and go to the maintenance of the site.

* Gallery promotion: these expenses are primarily travel and networking expenses and will vary month to month
depending when trips are scheduled.

The purpose of Roland Jewelry marketing plan is to serve as a guide for the organization. The following areas will be
monitored to gauge performance:

* Revenue: monthly and annual.

* Expense: monthly and annual.

* Repeat business.

* Customer satisfaction.

* Word of mouth referrals

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Jerry Roland (CEO)

Roland Jewelry