A Project Report On

Branding & Marketing Strategies of Selected Jewellery Brands

and their Consumer Preference in Baroda
(A case study of kalyan, joyalukkas & tbz jewellers)

1.0

AN INTRODUCTION:
The American Marketing Association defines a brand as a "Name,
term, design, symbol, or any other feature that identifies one seller's good or service
as distinct from those of other sellers."
Branding has grown to include the entire development process of creating a brand,
brand name, brand identity, and, in some cases, brand advertising.
MARKETING STRATEGY is defined by David Aaker as a process that can allow
an organization to concentrate its resources on the optimal opportunities with the
goals of increasing sales and achieving a sustainable competitive advantage.
Marketing strategy includes all basic and long-term activities in the field of marketing
that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore
contributes to the goals of the company and its marketing objectives.

1.1 COMPANY PROFILE:

1.1.1

KALYAN JEWELLERS

Founded: 1993
Founder: T.S. Kalyanaraman
Headquarters: Thrissur, Kerala
Employees: 4,000
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Amitabh Bachchan, Manju Warrier, Aishwarya Rai Bachchan, Nagarjuna Akkineni,

Prabhu Ganesan and Shivaraj Kumar are the brand ambassadors of the Kalyan Jewellers.
Earlier Miss Universe 1994 Sushmita Sen was the ambassador. According to media reports,
Aishwarya Rai Bachchan has charged Rs 10 crore per year for a two year deal with Kalyan.
The advertising and marketing budget of Kalyan is around Rs 90 crores.
1.1.2 JOYALUKKAS JEWELLERS

Founded: 1956
Founder: Joy Alukkas
Headquarters: Kochin, Kerala
Employees: 5,000
Joy Alukkas is the founder and chairman of the group of Joyalukkas. He is an Indian
entrepreneur from the city of Thrissur of Kerala. Joyalukkas group owns a chain of 85
showrooms spread over nine countries, out of which 26 are located in Kerala.

1.1.3 TRIBHOVANDAS BHIMJI ZAVERI

Founded: 1864
Founder: Tribhovandas Bhimji Zaveri
Headquarters: Zaveri Bazaar, Mumbai,
Employees: 3,400
Established in 1864 (149 years ago) by Tribhovandas Bhimji Zaveri in Zaveri Bazaar,
the jewellery district of Mumbai, it was subsequently headed by his son, Gopaldas
Tribhovandas Zaveri, and now Shrikant Zaveri, is the present chairman and managing
director of the group. The company today, has 26 showrooms in 18 cities across seven states.
2.0

LITERATURE REVIEW

Brands that command a large share of the market are more capable in gaining more market
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share at the expense of competing brands when there is a reduction in price (Walters 1991).
Brand loyal customers are less likely to switch over brands during discount offers and sales
promos, but it is not consistent across all the brands (Grover and Srinivasan, 1992).In some
cases consumers buy only during price promotions (Krishna et al, 1991).
Promotional Pricing was a proven influencing factor in consumer purchase behavior
including the willingness to buy substitute brands. Price promotions temporarily increase
sales of the particular promoted brands and are able to reduce the sales of the substitute brand
in different product categories (Moriarity, 1985; Dodson, 1978; Kumar & Leone, 1988;
Walters, 1991; Preston and Mercer, 1990).
2.0 OBJECTIVES OF THE PROPOSED RESEARCH STUDY:

3.0

RATIONALE OF THE PROPOSED RESEARCH STUDY:

The proposed project study focuses on Branding & Marketing Strategies of
Selected Jewellery Brands and their Consumer Preference in Baroda.

4.0

RESEARCH DESIGN OF THE PROPOSED RESEARCH STUDY:

Research design of the proposed project work, considering its objective, scope
and coverage will be Exploratory and Descriptive in nature.

5.0

SCOPE & COVERAGE OF THE RESEARCH STUDY:

The project work is focus on evaluation and reporting on the Branding &
Marketing Strategies of Selected Jewellery Brands (like. kalyan, joyalukkas & tbz)
and their Consumer Preference in Baroda.

6.0

HYPOTHESES OF THE STUDY:

Hypotheses of this study are as follows:
H0 =

H1 =

7.0

RESEARCH METHODOLOGY OF THE PROPOSED RESEARCH STUDY:

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7.1 Sources of Information:

7.1.1 Secondary Data: The secondary data will be obtained from published as
well as unpublished search engine, newspapers, books, magazines, journals,
websites the other relevant information

7.1.2 Primary Data: primary data has been collected for various evaluation
purposes.
The primary data will obtain from the selected consumer of Baroda city.

Selected consumer 100

7.2 Research Instrument:
The researcher will put to use structured non-disguised questionnaire to get the
responses from the selected consumer of the Baroda city.

7.3 Sampling Decisions:

7.3.1 Sampling Frame:
A sample frame is nothing but a source list from which sample is to be
drawn. It contains the names of all items of universe. It should be
comprehensive, reliable, and appropriate.
7.3.2 Representative sample:
The 100 selected consumer of the Baroda city.
7.3.3 Sampling Design and Methods:
Non-probability sampling design based on convenient sampling method will
be used for the proposed research study.

7.3.4 Sampling method:

A structured non-disguised questionnaire will be designed as a tool for data
collection, which consisted of close ended questions as well as few open ended
questions regarding the branding and marketing strategy followed in consumer
opinion about it.

7.3.5 Sampling Media:

Sampling Media will be personal interviews for the proposed research
study.

7.3.6 Sample Size:

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100% of the respondents i.e. 100 respondents will be chosen by Random

Sampling Technique.

8.0

DATA ANALYSIS AND DATA INTERPRETATION:

As the Project work is in the nature of Exploratory and Descriptive type, it will
involve the complete picture of Branding & Marketing Strategies of Selected
Jewellery Brands. Its pros. & cons & suggestions of the effective Branding &
Marketing Strategies. The collected data will be analyzed using appropriate charts,
Graphs, Diagrams, and Statistical techniques. The interpretation of the data will be
presented in the form of comparative tables as well as relevant diagram.

9.0

LIMITATIONS OF THE PROPOSED RESEARCH STUDY:

Every survey or Research conducted may have certain limitations:

9.1 Assessment of data:

The study has been undertaken by students possessing limited skills. It is not
an easy task to comprehend the vast amount of data and use relevant information for
the purpose of studying the given problem.
9.2 Time constraints:
The project had to be undertaken only for three months (January 2014 to
March 2014) which may not be sufficient in order to get accurate results.
9.3 Limited scope:
The area which is taken into consideration for the study is restricted only to
kalyan, joyalukkas & tbz jewellers.
9.4 Cost constraint:
The cost involved in doing the project is high.

10.0

CHAPTERISATION:
10.1 INTRODUCTION
10.2 REVIEW OF LITERATURE
10.3 COMPANY PROFILE
10.4 RESEARCH METHODOLOGY
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10.5 DATA ANALYSIS & DATA INTERPRETATION

10.6 FINDINGS
10.7 RECOMMENDATIONS
10.8 CONCLUSION
10.9 REFERENCES
10.10 ANNEXTURE

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