CaratLane works with the vision of offering tastefully designed jewellery at revolutionary prices.

This is achieved by eliminating all inefficiencies which result in drastically reduced costs. With
CaratLane, users stand to save as much as 30% when compared to prices in the market.

We at CaratLane have got the task of identifying customer segment and create a marketing plan
for a brand launch in a new country. This means having a go-to market strategy is to be thought
but before that one needs to understand the various factors that will affect the introduction of a
brand/product. The demographics, geography and segmentation on the basis of income. We will
take an approach for this where we will try and figure out three things.

There are three questions to be considered when a company is trying to enter the market. These
three questions form the basic essence of any business.

1. What to sell?

CaratLane provides the exquisite craftsmanship of beautiful jewellery designs such as

rings, earrings, pendants, necklace, chains, bangles, bracelets, Mangalsutra, nose
pins. Apart from jewellery, CaratLane offers 22k (916) and 24k (995) gold coins with
certification and the guarantee of a BIS Hallmarked stamp. Though the country we might
enter may not have the customers for these products. Therefore a new range of products
are needed. These products can be designed in keeping mind the culture of the country
where we want to launch them. The designs can be incorporated with the traditional Indian
designs. Also this series can be further decided on the basis of age groups and product
launched for teen girls, single and married women.

2. Who to sell?

The targeted segment will be women. Now further emphasis can be given on teens (13-19
years), middle age group (20-40 years) and upper middle age (40+ years). The designs
will differ a lot according to the needs of these segments. Teens will require more trendy
and up to date fashion accessory which they can wear to school/college. The first half of
the middle age group 20-30 years can be thought of college going and independent
women working in their initial stage of career. They will require something which will go
with their office/college and party wear. The next category will require something more
sober and pleasing to the eyes type of products. For the testing phase, focus groups can
be identified and used to gain a thorough customer sample feedback.

3. How to sell?

For this one we will target different channels through which marketing can be done and the
promotion will take place.

Online Website & Mobile Application:

The website will feature all the products and will provide easy to use User Interface which
will enhance the customer experience.
Our app is designed to bridge the vast gap between the virtual and the physical world. This
has been attained with the help of the Virtual Try-on feature that permits the users to
virtually put on 1000s of earrings to see just how they look when placed on the ears. With
over 100 thousand downloads, the CaratLane app has emerged to be one of the most liked
applications in the jewellery circuit.

Trying on jewellery before buying makes for an integral part of the purchasing process at
CaratLane. Therefore, we offer the Try@Home feature that allows the users to wear their
favourite pieces of jewellery in the comfort of their homes, with no compulsion to buy the
piece that was tried on.
Advertisement on Television & Radio:

This can be done to promote other channels where customer can buy the product, namely
Brick and mortar store & Online channels. Though starting on the jewellery journey can
included done via website but for opening an Showroom will create an impact that will be
long lasting as the industry is quite a bit about touch and feel and very non substitutable in
that idea.

Print Media:

Print Media has always been a source of mass connect and using billboards, newspaper
and magazines can never be underestimated as a source of connecting with the target
audience. While billboards are a source of upscale marketing, newspapers especially with
big front page advertisements capture the attention of the brand and the subtle features
like colour, logo, design which is a significant source of appeal. For the newspaper page
turners who might miss other sources of media, magazine as a source of leisurely reading
serves the purpose and often is known to be a more customer attention gainer source of
media.

Thus, using our 3 step approach of identifying the customer, product and employing the
right channels, we would be looking to systematically create awareness about the benefits
of CaratLane as a place to shop from and simultaneously attract new customers looking for
saving in a highly glamorous and often misunderstood industry. We wish to make jewellery
connect with the buyer and Caratlane as the stop for the same.