PREPARED BY:Vivek Damani. (127220592008)Jatin thesiya (127220592053)

A

PRESENTATION ON

COMPRIHENSIVE PROJECT REPORT ON

“A STUDY ON IMPACT OF MARKETING STRATEGIES OF

KALYAN JEWELLERS ON ITS IMAGE AND ON

UNORGANIZED GOLD MERCHANTS”

GUIDED BY:Ms.Ripal Madhani

(ASST. PROFESSOR)

K.K. PAREKH INSTITUTE OF MANAGEMENT STUDIES

INDUSTRIES OVERVIEW.

GOLD MARKET. The gold market is relatively liquid compared

with many other commodity markets. Physical demand for gold is primarily for fabrication purposes, including jewelers (which accounts for 80% of fabricated demand), electronics, dentistry, decorations, medals and official coins. In addition, central banks, financial institutions and private individuals buy, sell and hold gold bullion as an investment and as a store of value.

Cont......

Gold can be purchased in many forms including modern gold bullion coins and bars. Investors can make purchases in virtually any amount, ranging from a fraction of an ounce upward. The weight and purity of gold coins are precisely controlled and standardized by internationally-recognized refiners and official government mints, allowing investors to buy with confidence and sell with ease. .

•Profile of Kalyan jewellers . Kalyan Jewellers is the largest jewellery chain in India  It is headquartered in Thrissur city,   Kerala. T.S. Kalyanaraman is the Chairman and Managing

Director.

Kalyan Group is the holding company of Kalyan Jewellers.

It employs around 4,000 people all over India. T.S. Kalyanaraman in 1993 started the first jewellery shop

named Kalyan Jewellers in Thrissur with the capital of Rs 75 lakh.

Later he expanded to 36 showrooms all overSouth India. Bloomberg has valued Kalyan Jewellers at about $1 billion in January, 2013.

•Marketing strategy Kalyan jewellers.

Loyalty Program.

TRUST campaign: Kalyan became the first brand to

advertise for jewellery without showing jewellery. Catapulted the brand into a trusted category. Added momentum to the growth of Kalyan.

• MY GOLD, MY RIGHT campaign:

Kalyan Jewellers became the fastest growing and the most successful gold brand in India.

MY KALYAN Campaign:

This was an effort to go to the people, instead of waiting for people to come to Kalyan Jewellers. MyKalyan was a serious step towards customer service, in the truest of sense. Across Kerala, 101 satellite showrooms were opened in smaller towns to help customers to make small investments and purchases of gold. There were also schemes designed to help common man save for their daughters weddings etc. MyKalyan was very widely accepted and was immensely successful. The same is being implemented in other states now.

Statement Of The Problem

IMPACT OF MARKETING STRATEGIES OF KALYAN JWELLERS ON ITS IMAGE AND ON UNORGANIZED GOLD MERCHANTS

Literature Review 1}. A Study on Buying Behaviour of Women Customer’s

towards Jewellery Products with Special Reference to Tirupur city. 

Author; S. Kumar & Dr S. Varadaraj

2}.Hallmarking in India: A Major Quality Initiative in the Largest Gold Jewellery Market in the World. 

Author; V. Vijay Durga Prasad

3}. A STUDY ON IMPACT OF CELEBRITY ENDORSEMENTS AND OVERALL BRAND WHICH INFLUENCE CONSUMERS’ PURCHASE INTENTION - WITH A SPECIAL REFERENCE TO CHENNAI CITY.

Author; T.V.MANJUSHA & DR. V. SEGAR

CONTI....

4.}The Impact of Marketing Strategies and Behavior of Small and Medium Enterprises on their Business Growth .

Author;R.Gajanayake

5.} An empirical study on celebrity brand endorsement towards customers purchase in kalyan jewellers

Author: KPADMAVTHI

•Research Objectives To study the impact of marketing strategies of Kalyan

Jewellers on its Image.  To study impact of Marketing Strategies of Kalyan Jwellers

on other unorganized gold merchants.  To study the impact of marketing strategies of Kalyan

Jwellers on buying behaviour of people   To study what motivates consumers to purchase the

products of Kalyan Jwellers.  To study what role is played by marketing strategies of

Kalyan Jewellers to form brand preference   To ascertain the level of brand loyalty and brand image

associated by consumer with a brand name ‘kalyan jewelers’ and the reason for this.

•Research Hypothesis. 1}. Ho ; Marketing stetergy of kalian jewelers do

not have any impact on its image . Ha; Marketing stetergy of kalian jewelers do

have any impact on its image .

2} Ho; Marketing stetergy of kalian jewelers do not effect to other unorganized gold merchant.

Ha; Marketing stetergy of kalian jewelers do effect to other unorganized gold merchant.

3} Ho; Marketing stetergy of kalian jewelers do not effect buying behavior of consumer

Ha; Marketing stetergy of kalian jewelers do effect buying behavior of consumer

•Research Methodology.

Research Design “A research design is the arrangement

of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure”.

CONTI.....

causal research Exploratory research Descriptive research

IN OUR STUDY WE USE A DESCRIPTIVE RESEARCH DESIGN FOR OUR STUDY

•Sources of Data

1. Primary data 2. Secondary data

Here , we use the Primary data and Secondary data both.

DATA COLLECTION INSTRUMENT

QUESTIONNAIRE

•Sampling Method

Hear our sampling method is Convience

sampling method.

LIMITATION OF THE STUDY

  I did sampling by the Probability Area Sampling so some of

the remote area is not covered.  The findings are based on the research in Amreli City only

and thus the conclusions may not be true for other cities.  Times and costs were always a constraint.  The study can’t give the accurate results because the

sample size is very small.

BIBLIOGRAPHY

  BOOKS: Philips kotler, Marketing

Managements,5th Editions  Generals and Papers  WEBSITES:  www.kalyanjewelwrs.com

THANK

YOU.