RETAIL MANAGEMENT

SVKM’S NMIMS
School of Commerce, Dhule Campus
Topic- Report on Retail Management of Pune Gadgil Jewellers.

GUIDED BY – Mr. Rajendra Agrawal Sir

Submitted By – Bhargavi Chavan

(SYBBA)
ABOUT –
The PNG beginning
The story of P N Gadgil Jewellers is not a fairy tale but an epic scripted by six generations of the Gadgil
clan. It all started way back in the 18th century, the group gets its name from the late Purshottam
Narayan Gadgil, a doyen of the family and the chief architect who captured the hearts and
imagination of the people with his ethics and his jewellery.

-Saurabh Gadgil is an Indian businessman and Chairman and Managing Director of PNG Jewellers.
Brand ambassadors
PNG Jewellers
Headquarter - Pune, Maharashtra

Chairman and MD - Saurabh Gadgil

Holding company - PN.Gadgil Jewellers Pvt.Ltd.

Establishment - In 1832 at Pune

STP:
SEGMENTATION: Women

TARGETING: Upper Middle Class & High Class

POSITIONING: As a Royal Brand

PRODUCT MIX
 PRODUCT MIX
GOLD SILVER PLATINUM DIAMOND COINS COLLECTIONS GIFTS

Gold coins Birthday

Platinum Bracelets
Rings Gold vedhani Wedding
Platinum Chains
Earrings Gold coin pendant Engagement
Platinum Rings
Necklaces and Silver Anniversary
Sets
Idols & BE MY VALENTINE, DIVIINI, Seasons gift
Bracelets and Figurines Earrings KIDS, GANPATI SPECIAL,
Bangles WEDDING, AMORE, Just because
Lamps & Diyas Pendants & sets
Pendants and Sets ORNELLA, RASHI, DUET, IRIS, Gift cards
Silver jewellery Bracelets & Bangles MATTE, PURE HAPPINESS,
Mangalsutras LAVA, INFINITY, DIAMOON
Puja supplies Mangalsutras NECKLACE, FEATHER LITE,
Chains
Other gift Rings BIDAR INSPIRED JEWELS,
Nath articles LINEA, ROMANTICONS,
Necklaces & Sets BLUSH, ISHTAM, AMOLI,
Utensils KATHA, JUST-IN, NAVRATNA,
Nosepins
FAB5, MIST, Sarveshwara,
Sui Dhaga Collection,
Pearlite, Freya, Ziva.
PLACE :
With unbeatable trust gained at chain of stores in Pune, PN Gadgil took Mumbai and other major cities of Maharashtra
to enrich its market-hold.

Today, the brand has exclusive stores in Mumbai, Aurangabad, Nagpur, Ahmednagar, Panvel, Goa and Nanded. Also
spreading its global wings across US & UAE.

PNG Jewellers always have stores with a lot of variety, to meet the demand of different population in different places.
They have currently 30  stores in India and 4 stores abroad in markets like UAE and U.S.

PRICING STRATEGY :
PNG Jewellers have ensured that they give the maximum value to their customers for the price that they charge.
They follow competitive pricing (above the market rate) strategy. As they have wide variety of designer jewellery they
charge a little higher than local stores. But their prices are slightly lower than their competitors like tanishq, kalyan
jewellers etc.
ADVERTISING MIX :

Hoardings
Magazines
Television
Newspaper

Digital presence :
The PNG brand has started e-commerce store during 2013 with all its
exclusive collection to cater nationwide audience with majestic online
jewellery shopping experience. The E-store takes the online jewellery
shopping experience to the next level with Excellent UI, access to
extensive designs.

Their SEO management is also great and it plays major role in reaching
target audience and in running a successful online store.

They have an active presence on social media. Today they stand with
about 7 lacs followers on Facebook and about 63 thousand on
Instagram.
LOCATION PLANNING :

PNG jewellwers usually select their location on the basis of –

(1)Footfall of customers: They usually select the crowded places for their store. Dhule outlet is located in middle of
the city. It is located where the volume of vehicular traffic and pedestrian shoppers is more and that’s why it helps to
gain more potential customers.

(2) Number and types of pedestrians: This refers to the number and types of people passing by the location.
However, not everyone who passes by a location is a potential customer. An accurate pedestrian count includes age
and gender. Women aging between 25 to 55 are more likely to visit the store.

(3) Accessibility: A shopping location has to be accessible so that shoppers are encouraged to visit the place.

(4)  Parking availability:  Availability of parking brings convenience to customers.

STORE OPERATIONS :
Opening and Closing : Jewelry store employees are vulnerable when opening or closing the store. A store's key
carrier, often a manager, minimizes risk by traveling different routes to work each day. Another employee with a
phone watches from a safe distance while the key carrier opens the store's entry door. The key carrier immediately
locks the door once inside, and proceeds to the safe or vault to retrieve the jewelry for the displays.

Inventory Control : A well-planned inventory control system enables a jewelry store owner to manage multiple
pieces of jewelry and valuables.

Theft Prevention
Jewelry store theft prevention procedures help employees to monitor customers' actions and safeguard store
merchandise. Employees help to prevent theft by greeting and noting the features of each customer’s who enters the
store. Jewelry display cases are always locked except when an employee removes a piece to show. When a customer
decides to buy, the product is packed and sent to the cashier through their employees. When customer pays the
particular amount to the cashier then only he /she gets the product in the hand.
STORE LAYOUT AND DESIGN :
The design of the interior is uniform with the exterior, they have used a combination of glass and wood which gives a
traditional vibe. Store doors are of glass, to be able to attract more potential customers. One of the main benefits of
internal glass design is the increased amount of natural light. This makes a space feel more open. The use of glass for
interior doors optimizes the distribution of natural light and the division of space. Wood is, of course, a long-lasting
and robust material. Wooden furniture adds a certain dignity and charm to store.
LAYOUT:

Gold Section

Diamond
And
Gift
Platinum Silver Section Section
Section

Cashier’s desk Reception

Entrance
VISUAL MERCHANDISING :

 The architecture and lighting design work together to capture

attention.
 Lighting is an important part when creating a pleasant
atmosphere, to be able to see the details clearly and also to
display the items in the best kind of way.
 Lighting in stores is used as a marketing tool to display products
and to influence customer's purchasing decisions.
 Even if you have a successful store design or superior quality
jewelry, if you do not provide a good lighting, this success and
superiority will not be reflected in your sales.
 Store window lighting is the most important part of all the
jewelry shops. 
 Diamond and gold accessories are exhibited in these windows.
They attract the attention of customers with products in the
window. Diamonds need bright white light to show their
brilliance. Gold is best seen under warm colors which close to
yellow light.
 Gold jewellery is displayed on white background. Silver and
Diamond is displayed on black background. This creates a catchy
contrast.
SUGGESTIONS :
 Because of the fact that we live in a world full of images and information based on image, the traditional way of using
display cases and showcases to present jewelry may not be enough. That is why using large TVs in a jewelry store can
be a good idea.

 Their engagement on social media is great but a little more consistency and researching target audience can be a way
to improve.

 Labour cost is higher than the local jewelers. So customers prefer local shops over PNG store. They can target middle
class customer base by reducing the cost.
THANK YOU