Team Name- Honeydukes

Team Code:- 6973

Institute:- IIM Indore

Background: What do you think is the issue or the opportunity here?
Based on secondary research from online blogs by the consumers and the primary research conducted by us on 82
participants belonging to the age group of 25-35 (The current target market of Bluestone), we found two prominent issues.
One was the TRUST ISSUE, which was there in the mind of approx. 65% of the respondents who said that they did not trust an
Online platform while making a high involvement purchase such as that of jewellery. The second issue that we came across
was of the PRESENCE that Bluestone had in the minds of the respondents which reflects an opportunity. More than 82%
respondents said that they hadnt even heard of Bluestone before. The recall rate of the brand is surprisingly low in two and
three tier cities (for example Indore, where the survey was conducted), which comprises of a vast market.

Consumer/Customer Insight: What behaviours do consumers demonstrate which might help in

explaining the issue/opportunity identified above?
69% of the respondents said that they would like to touch and feel the item before making the purchase. Also, lack of Cash on
Delivery led to certain trust issues for most of the respondents. Regarding recall value, When asked Which Brand comes to
your mind when you hear the word Jewellery? 38% respondents said Tanishq, 23% said Ddamas 15% said PC Jewellers
while only 6% said Bluestone. Rest of the respondents pointed out some local jewellers. This led to another observation that in
case of Online jewellery, especially Bluestone, there was no such provision of region specific designs as pointed out by some
of the married respondents (Women).

The Big Idea: How do you plan to approach the problem?

The simplest and most effective way to approach this problem would be design a strong marketing campaign, which
addresses the issues mentioned above and explains the consumers regarding the same
In order to gain the trust of the consumer, a celebrity endorsement is necessary which is not there till now. A celebrity
which has been portrayed as an avid user of branded jewellery must be taken (possibly Chitrangada Singh)
Also, since tier II and III cities have a potential market, it is necessary to address the issue of localized jewellery as well
as providing varieties to the customers for the same
The campaign must extend to more traditional media such as the Television, Radio and Print in order to gain the
maximum attention as is done by offline competitors such as Tanishq
Since there is no specific set of jewellery for any specific occasion on the website as of now, Bluestone must start
maintaining, for example, A bridal jewellery catalogue, A Diwali catalogue etc.

How will you land it in market: What are the execution details of your plan

Regarding the issue of localized jewellery, Bluestone should start stocking typical designs from Tamil Nadu, Bengal and
Rajasthan, which are famous for their unique patterns, in order to provide more and more variety to the customers.
Regarding celebrity endorsement, firstly, a focused group study must be conducted in order to know the
trustworthiness of various celebrities regarding a jewellery brand. For example, the respondents must be asked about
the celebrities who might convince them the most to purchase the jewellery from this brand. Based on the study, the
celebrity must be approached.
The company must follow Ingredient Marketing which means depicting the contents of the jewellery such as the
source of the gemstone or the diamond being used in the item. For example, the advertisement must show facts such
as diamonds from Surat to your home in 1 day.

Any Other Detail :