Integrated MBA – 5 Year Program

(School of Management Studies)

A
Project Report

On

Product :- Jewellery

SUBMITTED TO:
Asst. Prof. Parita Thakkar and Prof. Heta Dave

SUBMITTED BY:
Group No: 18

Group Members
Dev Shah 34
Dhruvil Nagar 40
Diya Joshi 45
Gunjan Dubey 53
Harsh Vanjani 59
Table of content

Sr.no Title
1. Define the brand
2. Internal branding of the product
3. Vision
4. Missions
5. Goals
6. Objectives
7. Target audience
8. Media plan
9. Content strategy
10. Implementation
11. Analysis

 Define the brand

 We are just more than a jewellery brand with a loyal following. We are committed to
making high quality, sustainable pieces that nurture and empower women. We are
proving a wide range of jewelleries and accessories that makes you look glamorous
and elegant.

 Our Product categories

NECKLACE EARINGS
 BANGLES RINGS
 Internal branding of the product

 Name of company:- KANISHK JEWELLERS

 Logo of the company
 Product catalogue
 Vision
 Brand Portfolio: Bring to the world a portfolio of exquisitely designed jewellery
brands that anticipate and satisfy people’s needs and desires.
 Partners: Create mutual and enduring value with customers and suppliers.
 Environmental Protection: Contribute to a more sustainable planet.

 Mission
 To beautify the world with our meticulously crafted fine jewellery.
 To inspire moments of happiness and celebrations
 To enlighten and enrich women’s lives.

 Values
 Originality:
We love to think outside the box and break conventions. We always surprise
customers with our creativity

 Adventure:
 We embrace changes and strive for innovation

 Integrity:
 We conduct ourselves in an honest, trustworthy and ethical manner at all times

 Quality:
 We are totally dedicated to the pursuit of perfection

 Caring:
 We are committed to protecting the environment, and maintaining respectful relation
with customers, partners, suppliers, employees and communities.
 Goals
 To become the best Made in India jewellery line.
 To increase the sales

 Objectives
 To create a jewellery manufacturing company whose primary goal is to exceed
customer's expectations.
 To increase the number of designs offered by 8% per year.

 Target audience
 Every business has a target market for certain people in different locations. The
jewellery business is one of those businesses that need to be appropriately studied
before starting up. It serves a specific income class.

 Identifying customer- focus would be mainly on female customers but jewelleries

and accessories available for both men and women.

 Income- With the view point of Indian markets, average annual income of people is
less than 5 lakhs. So keeping in mind, we would target higher income group people
but mainly centric towards lower income group people. Therefore it is wise to target
them with the jewelleries they can afford.

 Age- In country like India, people aged 30 to 60 consume more jewellery than other
age groups. So primary focus would be the people between 30 to 60 age group.

 Occupation- target audience would all segments- working professionals, house wives
etc.

 Media plan
 We have adopted the digital marketing strategy through owned media like Facebook
and Instagram to reach a vast audience through social media.
 Through social media marketing, its initially the most cheapest way to promote our
products through a wide range of platforms.
 There are more accurate metrics available to measure the impact of the marketing
being done.

 Content Strategy
 Awareness

At this stage we would try to make people aware about our product letting the target
audience know our product. We would do this by taking the help of the social media
platforms by posting the content related to our product and content can be anything
 photos, videos, reels, affiliate marketing, influencer marketing. We can also do the
google ad campaigns like video advertisement, image advertisement etc. that can lead
more customers to our social media platform ( Facebook and Instagram). Apart from
this Hashtags play a major role in promoting our product to a wide range of audience.

 Consideration

In the consideration stage, we should offer a hybrid of helpful information and

marketing in order to educate the target audience about the designs, specifications ,
quality and to look for various features that addresses their needs. Our content should
be bent towards what our business is offering to the customers.
Best content for this stage would be how-to-articles, how-to-videos. For. Eg.- How to
check the quality standards of your valuables before purchasing?

 Closing stage

Content marketing plays an important role when a prospect is close to buying. At this
stage we can focus on sales and try to create a image in the customer’s mind that we
are the best choices rather than just how great our products or services are.

Our central message would be here our expertise, knowledge and differentiating
benefits of what we sell.

Best content for this stage would be user generated content, product video, research
report etc.

 Implementation

 We have implemented the social media marketing for our brand- KANISHK
JEWELLERS
 By marketing our product on social media, our brand had gained a many audiences
and potential customers.
 The results of the metrics are shown here:
 Analysis

 From the implementation of the social media marketing, we came to know that
hashtags play a major role in reaching to a wide audience.
 In terms of engagement Facebook has more engagements than Instagram as
Facebook has designed meta business suite that tries to engaged more and more
customer to seek attention towards a particular product.
 And also there are more product seekers on Facebook than Instagram.