A NATIONAL LEVEL SUMMER INTERNSHIP PROJECT COMPETITION 2022

SUMMER INTERNSHIP PROGRAM

Priti Diamond
& Gold
Jewellery
Developing Marketing And Selling Strategies
in Jewellery Retail Business

BY DHRUVIL PATEL
 Introduction
Priti Diamond And Gold Jewellery is a well-
known firm in the Jewellery retailing industry. It
deals in the products like precious jewellery and
ornaments of Gold, Rose gold, Silver and
Platinum.

Key Information
Company Founder - Mr. Vipul L Jadvani
Co-Partner - Mr. Kaushik Kheni
Managing Directors - Mr. Rahul Sonani, Mrs. Priti Kheni
 Abstract
• The SIP serves the purpose of Developing Marketing And Selling
Strategies in Jewellery Retail Business which was done in 45 days starting
from 1st June to 15th July .

• The project aims at understanding the working of entire Jewellery retail

business from inside.

• It also aims on studying the behaviour of the customer.

• Learning the new hidden tactics and ways of marketing.

• Learning basics of Tally Software and making Sales Invoice.

 3CET
Customer Environmen
t

Company Competition Technology

 Company
• Having ventured into jewellery retailing in 2002 in Ahmedabad,
Gujarat, India, where they have established and started selling
silver ornaments in a 10x10ft size shop with only 3 staffs, and as
on March 31st, 2022, we have over 5 showrooms spread across
Gujarat with over 100 staff.

• With a deep understanding of local tastes and preferences, Priti

Diamond And Gold Jewellery offers an array of traditional and
arstitic jewellery designs in gold, rose gold, platinum, diamond
and other precious stones.

• Priti Diamond And Gold Jewellery have always believed that the
customer need to be educated and aware about the purity, pricing
and other aspects.
Their Mission
Quality
Value for money
GIVING
After sales service
CUSTOME
R Maintaining good relations

Their Vision And to step forward in the

To become the In Jewellery sector of wholesale market
Across the
leading firm… Retailing
State…
Industry…
Customer ● The Rich ones. “This customer likes high-
quality jewellery and expensive one.

● The Gifter. “This customer literally buys

jewellery only as a gift.

● The Stylish shopper. “This customer wears

jewellery often, and thinks about it as part of an
outfit, just to give blend of style”

● The Practical shopper. “This customer don’t like

expensive jewellery and wear it every day,”

● The Investor. “This customer buys jewellery for

showing status or tool of investment. (24ct).
 Competition
• The Indian Gems and Jewellery Market is backbone of growing
disposable income among the Indian population. Moreover, Due to
the increasing demand of Indian style of jewellery the competition
is also increasing very rapidly.

• Majorly the competition is all about Jewellery Stock, Varieties of

design, Schemes/Offers, Price of Gold, and Making Charges of
Jewellery.

• Their major competitors are Shree Balaji Jewellers,

Tanishq, Zaveri&co, Malabar Jewellers, SMJ jewellers
and many more
 Quality policy is maintained
throughout the business in
accordance with the commitment
to customer and providing them
Environment
the best.

Highly qualified and

experienced staff with
expertise in their specialised
fields.
 Technology
● GOLD PURITY testers for finding out the purity level of
GOLD such as 18carat, 22carat and 24carat.

● Company has placed QR-code stickers on every product of

every single Jewellery Item, so due to which it is very easy to
find all the information about the jewellery.

● Using of TALLY SOFTWARES to avoid error, the stock

reports are entered directly in the system into the computer
software.
 SWOT
Analysis

Strength Weakness Opportunitie Threat

s
 Strength

Excess Stock Largest

providing Display
All time available stock to make ease The largest display helps in
for customers to select variety of the customer whatever
options he has been looking for.

Best Rates Trained Staff

Best rates as compared to Well trained staff for
other competitors in making the management
charges.
 Due to increase in the competition in the
area they need to spend lots of funds on
Weakness marketing and advertisement to attract
more customers.

Expanding the business by entering the

Opportunities wholesale market and also involving in
exports of products.

Having a large amount of inventory is

Threats a risk factor and also it will be going to
have many threats of robbery.
Task/Strategy
No Task Performed Strategy Date
To attain the knowledge regarding the product, I
To gain the knowledge of
thoroughly read about the products from the
Jewelleries and
catalogues and brochures, where there was limited
specification of them and
1 information about the product, the company team 1-6-22
To seek communication
helped me understand the specification of the product
skills and speech delivery
and different rates of gold as per their purity.
with customers.

At the display where customers have arrived, under

the supervision of senior staff, they promote us to
To assist customers and
step-up and try to communicate and assist with
2 selling them products. 6-6-22
customers and the staff help us when we got stuck in
any questions asked by customers.
No Task Performed Strategy Date

Learning the tactics of marketing which the

company use to attract the customers by new
Learning new tactics of
advertisement and handling the social media
3 advertisement of products 21-6-22
account like Instagram and WhatsApp and making
and later work on them
posters of different jewelleries on festival.

Step by step and processed learning the features of

Alpha-E software (Tally) and recording daily income
Learning Tally software and
and expense entries of the firm along with that
4 generating sales invoice. 1-7-22
making purchasing and selling invoice from
wholesaler and customers respectively.
Thank you