By –

Ankit Dedhia
Reshma Jadhav
Vinayak kudva
Shashank Shah
Shishir Dwivedi

Consumer Buyer
Behavior
Jewellery Industry
INDIAN JEWELLERY
INDUSTRY
 The Indian jewellery Industry is one of the largest domestically (and
in the world)

 Recent Changes in the Lifestyle goods industry and the diamond
industry

 The family jeweler segment is the largest segment of the market
and hence most likely to be impacted by these changes

 Gemstones –
1. Diamonds and coloured stones (precious, semi-precious and
synthetic)
2.
 Jewellery –
1. Plain Gold, Studded, Silver

 Pearls




 CONTD …

 Market Size
▪ Fourth largest consumer market in the
world
▪ JewelleryMarket Size: Rs 92,000 crores
▪ Largest market in terms of volume of
gold
▪ India accounts for more than 22% of the
total gold used for jewellery purposes
 Growth
▪ Gold jewellery Market Growth: 8-10%
▪ Diamond jewellery Market:18%-20%



2006 data
PLAYERS IN THE MARKET

 ORGANIZED  UNORGANIZED

 Tanishq 
  Local Babus
 D’damas

 Gili

 TBZ

 Popley & sons
SHARE OF ORGANIZED AND
UNORGANIZED
MARKET SHARE -
ORGANIZED






 DESIGN
DIFFERENTIATION
 Traditional industry relied on Karigar skills


 Now, More emphasis laid on formal design training in
jewelry category especially by the organized players


 Design Training in NIFT, SNDT


 Players like Tanishq, Gili, TBZ have specialized Design
Studios which have won laurels at international forums
as well

 VALUE CHAIN

Merchandising
& Manufacturing Marketing
Retail
Design

Unlike the traditional jewelers in the past who had a single owner
manager structure, clear streams of specialization emerging in the industry
TANISHQ
 Titan industries( Tata product) introduced professional retailing in
the Indian jewelry bazaar, in 1995



 Tanishq is India's largest selling and fastest growing jewellry

brand with market share of 40%


 Tanishq sale increased from Rs. 2027 crs in 2007-08 to Rs. 2761
crsin 2008-09 reflecting over 36 % growth


 Tanishq brand is sold over 70 cities through 100 stores



 Tanishq bags awards in four categories at the Retail Jeweller India
Award 2008.


9

HOW THEY AID ORGANISEZ
RETAIL
 Educating the customer about different kinds of precious metals,
stones and jewellery as a whole



 Creating Brand pull in customers



 Promoting jewellery by increasing usage and appeal occasions


 Putting a good vendor base to ensure continuous supply of
products and better service for the customer


 Positioning jewellery as a lifestyle product rather than a
traditional product


 Responsible for the emergence of a jewellery industry value chain

 SWOT ANALYSIS -
TANISHQ
STRENGTH OPPORTUNITIES
Purity (karat meter) Global markets

Distribution network and retailing store Low cost jewellery

Award winning designs Customized jewellery designs

Diversity in jewellery gold/diamond/platinum Concentrate on Gen-X by having trendy

Competitive prices jewellery

Expand retail stores

WEAKNESS THREATS
Escalated gold costs lower margins Competition

Shortage of Skilled workers Gold not seen as s source of investment. (Luxury


is needed).
COMPETITOR ANALYSIS
SOURCE OF DIFFERENCE GITANJALI - gili TANISHQ JOY ALUKKAS

SALES TURNOVER 4832 6786 3350

( in Crores )

TARGET CUSTOMER Middle & above Upper middle & above Middle & above

MARKETING STRATEGY Advertising Customer Schemes Theme based

advertising
PROMOTIONAL SCHEMES

 Jewellery companies are also going all out

to shore up sales

 Gold prizes zooming and buyers being
reluctant - new collections and are
offering free prizes to woo buyers

 Tanishq - divinity jewellery for Diwali and is
a offering Rs4 crore worth of jewellery as
prizes in the festival season

 Tanishq - the Golden Harvest Savings
Scheme, Gift Voucher purchase, Exchange
CONTD…
 Gitanjali Group has announced
discounts and gifts to buyers as part
of its 'Samriddhi Offer‘

 TribhovandasBhimji Zaveri, -
'Samruddhi Collection' for the festive
season.

 Alsooffering discounts of gold making
charges to woo customers.

 World Gold Council is offering 1.49 kg
gold as total prize to buyers between
BUYER ANALYSIS

 There is a difference in what women

consider as India's best brands and
what they finally opt for.


 There has been little or no difference

observed in the target group in their
choices

 22 carat yellow gold jewellery is the
most preferred gold jewellery.

 Diamond studded jewellery is the next
highly preferred.
RESEARCH
METHODOLOGY
 Data Obtained from:
Ø No. of Respondent: 20
Ø
Ø No. of Questions asked: 10
Ø
Ø Urban Population were surveyed
Ø
Ø Age group: 25 – 50
Ø
Ø Area: Bandra, Vashi, Andheri, Matunga


1.
ANALYSIS
What type of jewellerydo you
 Have you purchased


buy? branded jewellery?

 
When was your last


purchase? Which brand of jewellery




do you prefer the most?
  On what occasions do you buy
jewellery?

What influences you to
 Have you purchased


make a purchase? jewellery from tanishq?

How is the collection

Do you think tanishq is up to


range of tanishq? the mark with their promises?

 WOULD YOU RECOMMEND TANISHQ
PRODUCTS TO OTHERS?
CONCLUSION
 Gold as a share of wallet is decreasing in the younger
generation. Traditional jewellery is still the dominant
design pattern while contemporary styles are emerging
fast

 Although guarantee of the retailer is important in
ascertaining quality, hallmarking is gaining acceptance

 In the past choice of stores used to be 1-2 stores, but
customers now look at 4-5 stores for range and choice of
jewellery

 The main occasions to buy are still marriage and festivals

 Customers in the high value category are becoming more
informed because of exposure to media and fashion
trends
CONTD…

 Tanishq is perceived as a highly Reliable

brand.

 Tanishq emerges as the best known brand
with the highest awareness and recall.

 Customer is shifting towards Branded
Jewellery

 A large percentage of people look forward to
buy Tanishq.

 Television and Newspaper were the main
source through which consumers have
come to know about the product.
CONTD…

 Theyounger generation was looking

at trendy, contemporary jewellery

 The
Indian consumer is willing to
experiment with new designs.

 Theconsumer wanted a wider
selection at a single convenient
location and expected an
international shopping experience.
Thank you