Marketing Management

Project on PC
JEWELLERs
by Team 4

Introduction
Indian gold jewellery industry is the largest globally,
valued at ~USD 40 billion
Jewellery consumption over the past decade has
recorded a strong growth upwards of 15%
Indian gold jewellery market estimated at Rs.60,000
crores annually.
Plain Gold jewellery is around 80% of total gold market
Organized jewellery segment has a lot of big players,
viz. Joy Alukkas, Tanishq, PC Jewellers, TBZ jewellers
etc.

Porters Five Forces

Threat of substitutes (Low):
Artificial jewellery is substitute for gold
jewellery
But people have an affinity for gold

Bargaining power of
buyers (High):
Organized jewellery
forms a very small part
(15%)
customers are more
loyal towards their
family-retailer

Rivalry among
competitors (High)
Lack of switching cost
Heavy investment
makes exit difficult

Threat of new entrants:

Capital Intensive
Difficulty in establishing a nationwide
distribution network

Bargaining power of
suppliers (Low)
labours are suppliers
Abundance of skilled
labour

PC Jewellers, Ranchi
Market share of 20-30% of Ranchi.
Manufacturing designing factory is at Delhi, Karol
Bagh.
The jewelleries comes from Delhi via Flight
The name of the distributor is Sequel Logistics
Main competitor in Ranchi is Tanishq
They have a 50% increase in sales during festive
seasons
Their annual target is 30-40 Cr. This target is
generally achieved.
Customers are mostly Couples and are of the age

Flow of activities
Raw materials purchased by a set of experts.
Designs are selected and are made as per the
design
The ornaments are tested and dispatched to the
showrooms
The distribution is done by external agencies
Distributors are selected for a particular time
period based on tender
Delivery time around 15 days

Criteria for Selecting Distributors

Delivery time
How they deliver ?
Packing how well they pack. Check for
damages once they are delivered.
Weight of the jewellery is taken before
dispatch and once it is delivered

Marketing Mix for PC Jewellers

Product : product variety, features,
packaging and sizes
Promotion : Advertising

and sales

promotion
Price : Different pricing strategies like
competitive pricing, cost-plus-profit,
value pricing, activity based costing
Place : Selling to the customer

Marketing Mix for PC Jewellers

Variety of Gold
and diamond
jewelry

Advertising
and sales
promotion

Different
pricing
strategies

Product

Price

Promoti
on

Place
Selling to
customer

Improvement Suggestions

Brand Loyalty
Deliver personalized experiences
Be present at touch points which matter most to your customers and
provide an emotional connection

Gateway analysis

Targeting the younger population

Tie-ups

Thank you