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7/30/2019 Diamond Project
1/21
MARKETING PROJECT"A Diamond is forever."
AR JEWELERS
Presented to: SIR QAISER FAREED
Presented by: ABDUL RAHMAN
M.Com (F09) 1st
Semester, Morning.
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CONTENTS
Executive Summary
Nature of the Product
About AR JEWELERS
Objective of the company
Vision statement
Mission statement
About Diamonds
Natural history of diamonds
Properties of diamonds
Optical properties
History of Diamond Jewelry
The 4 C'S
Marketing concept
Marketing environment
i. PEST analysisii. SWOT analysis
Marketing mix
Consumer market
Business market
Market segmentation
Target market
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Positioning Statement
Market research
Market situation
Nature of the Product
Product features
Classification of jewelry
Trends of Diamond market
Business plans & strategies
i. BCG matrixMarketing plans & strategies
Distribution techniques
Promotion modes
Conclusion
References
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Executive Summary
AR JEWELERS are the sole distributors for the diamond product lines. We have members
from backgrounds of finance, marketing, entrepreneurship, information technology, human-computer interaction, computer science and biology. With our diverse background, we are
confident that we can market and exploit the full potential of the diamond industry in Pakistan.
After an analysis of the history, current market and company situations, we conducted a survey
in which we targeted potential consumers to verify our hypothesis of diamonds. In accordance
with our hypothesis, we surely found that consumers were very aware of the diamonds. Also, wefound that consumers took into consideration the issue of conflict diamonds when purchasing.
About AR JEWELERS
My company name is AR JEWELERS, Manufacturer and Exporter of Diamond Jewelry.
"A Diamond is forever."
Objective of Company
The objectives of the AR JEWELERS are to:
Promote the world diamond industry.
Develop and protect the diamond trade and industry. Encourage scientific research related to diamonds.
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Support recruitment and training within the diamond industry.
Vision statement
We focus on unlocking the full economic value of our leadership position across the Pakistan, in a safe
and sustainable manner.
Mission statement
To turn diamond dreams into lasting reality-------------------We want to make every female beautiful.
About Diamonds
Diamonds were discovered in 1859 on the Northern Cape of South Africa. Since then, diamonds
have become extremely popular with the increased supply and the advancing technology that
enabled exquisite cutting and polishing finishes. Diamonds are natural gems that can only be
harmed by other diamonds and a few others stones. Given all these factors, diamonds have
become a true luxury good and AR JEWELERS was able to embrace this luxury market.
Natural history of diamonds
The formation of natural diamond requires very specific conditionsexposure of carbon-bearing
materials to high pressure, ranging approximately between 45 and 60 kilo bars, but at a
comparatively low temperature range between approximately 9001300 C. These conditions are
met in two places on Earth; in the lithosphere mantlebelow relatively stable continental plates,
and at the site of a meteorite strike. Diamond jewelry has been valued and worn throughout most
of recorded history, although the art and science of cutting loose diamonds is relatively new -
and diamond jewelry has only been available to the general public for the last 150 years or so.
Prior to that, diamond jewelry was worn almost exclusively by royalty. The earliest example ofdiamonds being placed in a setting dates from the time of the Norman Invasion of England; at
that time, one of the Arpad kings of Hungary, possibly Andrew I, had rough-cut diamonds set
into a crown for his queen. However, cut diamonds would not be available for another half-millennium.
The mid-1500's were an energetic time; Martin Luther of Germany and Henry VIII of Englandhad broken with the Church of Rome; Ivan IV (the Terrible) expanded Russia to its present-day
borders, and Ottoman sultan Suleiman extended the Turkish empire as far west as Vienna. It was
during this time of ferment that the first diamond-cutters' guild was formed in Antwerp, locatedin present-day Belgium. An industry soon developed for the purpose of appraising loose
diamonds, giving birth to the modern diamond jewelry market. Antwerp continues to be the
center of the international diamond jewelry trade.
Properties of diamonds
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The desirability and attraction towards diamonds is due to the unique physical and optical
properties they possess. In their natural, uncut state, a handful of diamonds might resemble a
handful of dull gravel. The role of the cutter in releasing a diamond's beauty therefore is highlyimportant. Please find more details on this in our section on cut.
Physical propertiesDiamonds are the hardest naturally occurring substance known to man. Their hardness is due to
the way in which the carbon atoms bond to create its crystal structure. This allows a diamond to
achieve a higher level of polish, which gives it greater lustre than any other gemstone. It alsoallows it to withstand abrasion. The fact that diamonds are so physically resilient makes them the
perfect substance to use for industrial purposes, such as drilling.
Optical properties
When we describe the appearance of diamonds, we often refer to the high levels of 'brilliance'they display. This term describes the stunning effect of reflected light accompanied by a variety
of colors that we see when a well-cut diamond catches the light.
History of Diamond Jewelry
The name diamond is derived from the ancient Greek. Diamonds are thought to have been firstrecognized and mined in India, where significant alluvial deposits of the stone could be found
many centuries ago along the rivers Penner, Krishna and Godavari. Diamonds have been known
in India for at least 3,000 years but most likely 6,000 years.
Diamonds have been treasured as gemstones since their use as religious icons in ancient India.Their usage in engraving tools also dates to early human history. The popularity of diamonds hasrisen since the 19th century because of increased supply, improved cutting and polishing
techniques, growth in the world economy, and innovative and successful advertising campaigns.
In 1813, Humphrey Davy used a lens to concentrate the rays of the sun on a diamond in an
atmosphere ofoxygen, and showed that the only product of the combustion was carbon dioxide,
proving that diamond is composed of carbon. Later, he showed that in an atmosphere devoid ofoxygen, diamond is converted to graphite.
The most familiar use of diamonds today is as gemstones used foradornment, a use which dates
back into antiquity. The dispersion of white light into spectral colors is the primary gemologicalcharacteristic of gem diamonds. In the twentieth century, experts in gemology have developed
methods of grading diamonds and other gemstones based on the characteristics most important to
their value as a gem. Four characteristics, known informally as the four Cs, are now commonlyused as the basic descriptors of diamonds: these are carat, cut, color, and clarity. A large,
flawless diamond is known as a paragon.
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When it comes to history, diamonds have a very long and fascinating record as one of the most
intriguing gemstones on the planet. You may be familiar with the term, Diamonds are Forever,
made popular by the De Beers advertising campaigns and for good reason. Forged billions ofyears ago, long before dinosaurs roamed the planet, they have survived the forces of nature to
reach us. They have been used throughout the ages as bearers of mystic powers and incredible
beauty. Through the centuries they have been revered and admired by many civilizations.
Part of the credit for the almost mythical reverence to diamonds throughout the years belongs to
the fact that these beauties are quite rare in their most sought after gemstone quality form. Not
only are these diamonds rare in numbers but also in the number of skilled artisans that cancomplement their exquisite beauty.
Diamonds are the hardest of precious stones. The word diamond itself is a derivative of the
Greek word Adams, which means unconquerable. It is the undiminished beauty of diamondsthat has made them so highly prized throughout several centuries. This does not mean that a
diamond cannot be damaged only that they are difficult to damage requiring a very precise strike
in an exact location in order to damage the surface.
It is believed that the first diamonds were discovered nearly 3000 years ago in India. They were
considered valuable because of their ability to refract light and were used as either decoration or
as talismans - for protection and warding against evil.
During the Dark Ages, diamonds were believed to hold medicinal value. There were instructions
that those suffering illnesses or having wounds should hold a diamond in the hand and make asign of the cross for healing. Some even believed that ingesting diamonds could assist in
recovery (and even a cure) from various illnesses.
As time progressed into the Middle Ages, diamonds were more often viewed as items of valuerather than items of mystical healing powers. As a result of the growing demand and value of
diamonds, mine owners began spreading rumors that diamonds were poisonous if swallowed.
This prevented workers in the mines from swallowing the diamonds for the purpose ofsmuggling.
Today, India suffers from a relatively depleted supply of diamonds. Smaller finds have beendiscovered in Borneo and Brazil, though nothing as significant as those reserves once found in
India.
Diamonds were discovered in South Africa by a child playing with brightly colored stonesby ariver in 1866. One of the stones was recognized to be a diamond and the gem cut from it was
appropriately named "Eureka". This created a massive diamond rush and the start of a new
beginning for diamonds. Diamonds mined in South Africa still continue to make up a large
percentage of the worlds diamond jewelry, though there are gem quality diamonds that arebeing discovered all the time in other countries around the world.
More recently, Australia has become a contender when it comes to the production and mining ofexquisite gem quality diamonds. Other countries for diamond mining include Africa, Canada,
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Russia, and South America in addition to those mined in Australia.
One thing that is worth noting is that the vast majority of diamonds discovered around the worldare not gem quality stones. In fact, only about one fifth of the diamonds that are mined are
diamonds that are considered to be gem quality. Those that are not considered to be gem quality
are used for drilling and similar applications. Diamonds are not all clear eitherthe stones comein many colors; the least common of the colors red. They are very rare. Colored diamondscommand huge prices and are highly prized by collectors.
Diamond rings are today considered to be a token of love, particularly when given to one by asuitor. The tradition ofdiamond engagement ringsbeing used for engagements is believed to
have begun well. The wearing of a diamond ring on the ring finger, or fourth finger of the left
hand, is derived from the ancient Egyptians. This tradition is still practiced today, much like the
giving of a diamond ring as a symbol of engagement and true love.
Most people associate the wearing of diamonds to rings for engagement to be married. There are
plenty of occasions that warrant diamonds and diamond pendants, diamond bracelets anddiamond earrings make excellent choices for marking a special occasion or memorable life
moment. Remember, diamonds have for quite a while been (and will certainly continue to be) a
girls best friend. Any celebration that is cause for joy is an excellent occasion for a gift of
diamonds.
Among such occasions to be considered are: a girls sixteenth birthday (or any other birthday
that you deem to be special), the birth of a child, religious milestone events, personalachievements, holiday gifts etc. Perhaps the best reason of all to give a woman the gift of a
diamond is just because. If you have a special person in your life, whether its a lover, a wife, a
sister, a daughter, or a mother - you can rest fairly well assured that a diamond makes an
excellent gift for almost any occasion.
Before you considerbuying a diamond, it is important to understand the four Cs. They are
excellent indicators of the value of the diamond. For those who are not familiar with the four Csof diamonds they are: color, clarity, cut, and carats. You will want to consider each of these
when selecting a diamond to make sure your investment will stand the test of time and hopefully
become more valuable over the years. The more spectacular the occasion, of course, the morestunning you will want your diamonds to be. Of course you will want to keep in mind your
budget, your setting, and the metals that will be used in conjunction with the piece of jewelry
you are creating or purchasing. Each of these will have an impact on the finished product. Good
choices for diamonds are 18ct gold or platinum. In recent years platinum has become the choicefor diamond jewelry as the metal is very hard and durable complimenting the gemstone
properties.
When purchasing diamond jewelry, it pays to do your research ahead of time. Thanks to thegrowth of ecommerce on the internet, you will find that the prices of diamonds these days from
one jeweler to the next are rather competitive. Better quality at better prices can now be found
online instead of in the high street. Another thing to consider when buying your diamonds iswhether or not they are conflict free. Conflict free diamonds are diamonds that do not lead to
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the funding of wars and that are not mined under conditions that are deemed unethical by the
Kimberly Process. Always insist on Conflict Free diamonds from your jeweler.
Enduring, romantic, magical. Diamonds continue to captivate and enchant as symbols of hope
and great expectations for the future. Enjoy.
The 4 C'S
The gems that are used in diamond jewelry is 75% science and 25% art. Together, these make up the "4
Cs" that are used to evaluate loose diamonds:
1. Carat2. Color3. Clarity4. Cut1.
Carat
The carat is a standard unit used to measure diamonds. One carat can also be referred to as 100points. For example, if a stone is carat, it can also be described as 50 points.
2. ColorWhile most diamonds appear white, virtually all of them display barely-there tints of color. The
color of a diamond is measured by the degree to which it approaches colorlessness.
3. Clarity
Whilst a diamond is forming, tiny traces of minerals and gases may have become trapped inside.
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These are called "inclusions". The clarity grade of a diamond is determined by the presence, size
and positioning of these inclusions.
4. CutThe quality of the cut is very important. It determines how well the diamond catches the light.
Although we generally think ofclear or white diamonds, they come in a wide range of colorsranging from crystal-clear white to dark amber. Pink, green, blue and even purple diamonds are
not unusual, and some are far more valuable than their white counterparts. Clarity refers to just
that - how clear the stone appears. All natural and artificial diamonds have internal flaws; thefewer or the less apparent these flaws are, the higher the appraisal is likely to be.
These three qualities are objective, and easily measured and quantified. Cut is a more subjective
quality; selecting gems that are appropriate for use in diamond jewelry requires a good eye andaesthetic sense. Of course, loose diamonds are not really jewelry until they are placed in a
setting, such as a ring or necklace. Even the finest diamonds' value can be affected by the setting;
it is a value-added aspect of diamond jewelry.
Which of the 4C's are most important for our Customers?
The beauty and value of a diamond are dependent on a combination of all 4 factors. There is no
straightforward answer to this question, as it comes down to a matter of personal taste. For manypeople size is the most important consideration and so they will buy the largest diamond they can
afford. Others may feel more strongly about quality, and so are prepared to sacrifice some size so
as to afford a stone of exceptional color and clarity.
It is clear that women should think of diamonds, regardless of size, as objects of perfection: a small diamond could be asperfect as a large diamond.
Marketing concept
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The entire jewelry is made allergy free. Concepts are made of surgical stainless steel with 30miles of pure 24 karat gold, 10 times more gold than most other plated jewelry lines available.
This is to achieve their fine jewelry finish. The finish of Concepts Earrings lasts for decades;whereas the finish on other products can change within months, especially with women who
have high acidic skin, which is often the case with sensitive women.
Base metal fashion earrings are often nickel plated prior to plating with gold. This layer of nickel
allows the gold to hold onto the base metal. On some nickel free earrings, while the casting of
the front is nickel free, and the posts are often "nickel free cast" or surgical steel, the methodused in the joining of the fronts and the backs can cause irritations. With Concepts, we make sure
that all parts that touch the ears are completely allergy free.
There is nothing more chic or extravagant than diamond jewelry. Known as the most precious of
all stones, the diamond has an undeniable symbolic value in our modern society. The concept
that "diamonds are forever" has undoubtedly boosted the sales of diamond jewelry. The
marketing concepts surrounding diamond jewelry are in fact extremely well defined. The
relentless marketing of diamond jewelry and the conceptualization of the diamond as the
appropriate wedding stone-these originate from clever tactical choices made by AR
JEWELERS.
Diamond jewelry can come in a variety of shapes and sizes. The classic piece of diamond
jewelry is undoubtedly the diamond ring, especially famous for its role in traditional marriageceremonies. The diamond necklace is no less famous a piece of diamond jewelry: wearing one
signifies a high social standing and a great amount of glamour. It is important not to let your
diamond jewelry get to your head: relating to the every man is more important than the glitz of
owning a diamond necklace, brooch, or ring.
The sparkling effect of a piece of diamond jewelry is pretty much. Synthetic diamonds and
crystal glass imitations have made diamond jewelry available to those with lower budgets aswell: what people don't know can't hurt them. This means the look that comes with a piece of
diamond jewelry is available to almost anyone who desires it-not just the rich and famous.
1. Our product is customer oriented because of mass customization of jewelry and goodrelationships with all our customers.
2. We provide best quality to all customers.3. By providing the mentioned above qualities we can meet our organizational objectives.
Marketing environment
Wecan judge our macro environment by PEST analysis.
1. POLITICAL environment of PAKISTAN is good for this business.2. ECONOMICAL our product is cheaper than existing suppliers.3. SOCIAL our society is fan of diamond jewelry.
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4. TECHNOLOGICAL our jewelry is made on machines and plants and it is very goodaccording to durability.
Recently, there have been several issues surrounding synthetic diamonds. Through our new
marketing strategies, we would like to implement the awareness of cultural versus synthetic
diamonds. Currently, there are no regulations on the production of synthetic diamonds. Thiscould potentially affect the sales ofAR JEWELERS natural diamonds. This is why AR
JEWELERS must act quickly and implement our marketing plan quickly, before synthetic
diamonds become popular.
We can judge our micro environment by SWOT analysis.
1. STRENGTHS No competitor.
We are new in market. Good financial position. Unique product. Good designers of jewelry. Able to influence prices when selling to manufacturers.2. WEAKNESS Less competitive edge. New entrants in market. Luxury item. Low brand recognition by consumers. Association with conflict diamonds. High production costs.3. OPPORTUNITIES Introduce our product at lowest rates. New packages for brides. We can set the trend of buying and wearing diamonds. Computerized machines for making jewelry. New available markets explorations in Europe, Middle East and Australia. Can increase brand recognition by marketing.4. THREATS Our rivals can pressurize us by giving us threats.
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Another threat is decline in the prices of existing market of jewelry. Sudden slump in prices of diamonds. Increase entry of competition. Association with conflict diamonds. Synthetic/Cultural Diamonds.
Marketing mix
1. Product2. Price3. Placement4. Promotion1. Product
Product differentiation was a key concern for AR JEWELERS which has developed product,
sales training and marketing for the campaign. Thats why, for example, the AR JEWELERSdesign specifications call for at least four diamonds, because three stones would automatically
put the pieces within the realm. But, overall, the AR JEWELERS design specs are meant to besimple and no constraining.
Firstly, the general product that AR JEWELERS offers is one of excellent quality, so we donot want to change the basic product. AR JEWELERS to imprint a small logo into the
diamond that can only be viewed with an eyeglass. This will be a very subtle but effective
strategy in branding AR JEWELERS diamonds. When consumers purchase a diamond they
will know who produced their diamond and eventually we want them to associate the imprintedlogo with the excellent quality that only AR JEWELERS offers.
2. PriceWe do not intend to change the price of the products because diamond prices are subject to
market conditions and contracts that we cannot alter.
But, our price is cheap in comparison of existing market competitors, because we are new in
market, and this is the way to achieve maximum market share and market hold. So, one can
easily afford, buy & wear it.
3. PlacementTodays consumers are tired of ho-hum browsing at retail stores. They seek dynamic, interactiveretail experiences that stimulate their senses and touch their hearts. So it is imperative for
jewelers to connect AR JEWELERS diamond jewelry to couples personal love stories, rather
than just showcase product. Our distributors are ready at every place in the Pakistan in every bigcity. We are ready to sell our product.
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The current situation is extremely profitable for AR JEWELERS and is the most risk adverse
distribution channel as each purchaser of diamonds is bound by contract to continue to purchase AR
JEWELERS diamonds jewelry for a set amount of time and at any price.
4. PromotionAn all-inclusive advertising approach is the best way to create an effective marketing campaign,say retailers, and the Diamond Promotion Service and suppliers are ready to provide a potent mix
of ingredients, with comprehensive promotional packages that include ad slicks, direct-mail
pieces, radio scripts and TV commercials.
Another channel we plan on using to increase AR JEWELERS brand knowledge is through the salesforce. We intend to provide incentives for salespeople to mention to customers that a particular
diamond jewelry has been produced by AR JEWELERS. We want consumers to be aware ofAR
JEWELERS as the premium diamond jewelry producer, so if they hear about AR JEWELERS
more and associate the company with excellent quality, then they will believe that AR JEWELERS
diamond jewelry is the best diamond to purchase.
Consumer market
1. Organize ContactsWe are to be able to get back in touch with our customers again to be able to market and sell to
them. We maintain a centralized database to organize names, addresses, and phone numbers.
Keep track of purchase histories and interests.
2. Collect InformationDepending on our business, there are a variety of ways we can collect customer data such as
sign-up sheets, website forms, postcards, and so on. We are creative - use free offers, VIP
programs, and contests to provide incentives.
3. Regularly CommunicateWe find methods to stay in regular communication with our customers. Ideas include a
newsletter, holiday cards, coupons, and special offers. For some times, it may work to take aclient out to lunch or send a hand-written note. And, don't forget the telephone!
4. Offer ProofWe provide case studies and testimonials to show how we have helped other customers. In our
communication, we can provide helpful information, offer seminars, and provide useful tips tokeep your business on the top of your customers' minds and to remind them of how your
company can help them.
1. Testimonials Sell
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For word-of-mouth, there is no one that can sing our praises like a satisfied customer! Nothing
speaks louder to a potential customer that a peer. We ask for testimonials. Post this on website or
feature them in our newsletter.
2. Cross-sell and Up-sellWe make sure customers know the entire range of your products or services. Once our customer
is in your sales funnel, they are much more likely to buy larger-ticket items from us. Based on
their past buying habits, offer them the deluxe model, more options, or premium services.
Business market
We import diamonds from India. We resell diamonds to other suppliers as well as we sell the
jewelry. We are registered importer and manufacturer of diamond and its jewelry. We are
providing you best of our services.
In our business market first we are capturing Pakistan and its major cities because there are no
sufficient suppliers of diamond jewelry in the state.
We have a plan about international market after capturing and succession in Pakistan. We build a
good buyer customer relationship and we believe on Customer Relationship Management
(CRM).
Market segmentation
We make segments:
Young generation (specially girls). Women (specially married). Parents of young daughters. Fiances & spouses.
To the new generation, a diamond ring is considered a necessity to engagements
by virtually everyone.
Target market
We target the male and female those love diamonds. We also target the females, ever loves
jewelry.
With the recommended plan, we hope to target the individuals in the exploration regions. We want to
continue to target the online market with the current trend as well as the women to continue the
women as self-buyers trend in the region. With some of our proposed plans, we hope to target highly
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fashion conscious individuals. Also, we believe that the target will continue to be in the age range of the
buyers.
Positioning Statement
For high fashioned individuals who are brand conscious, we offer the highest quality diamonds because
we hire employees who care about the stories that each diamond has to tell.
Market research
In the view of our research we make decision charts for diamond jewelry:
Is this business good?
PERSONS/GRADE GOOD BEST BAD UNSUCCESSFUL
MALE 20% 75% ----- 5%
FEMALE 15% 85% ----- ------
COUPLES 82% 13% 2% 3%
Is there need of good diamond jewelry in your home town?
PERSONS/GRADE YES NO
MALE 85% 15%
FEMALE 95% 5%
COUPLES 90% 10%
Do every female like to buy diamonds?
PERSONS/GRADE YES NO
MALE 95% 10%
FEMALE 98% 2%
COUPLES 97% 3%
Would you purchase a synthetic diamond instead of a mined diamond if it were cheaper?
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Has the conflict diamond controversy deterred you from purchasing a diamond?
Market situation
There are two major trends occurring in the diamond industry that will affect AR JEWELERS.
First, there is a shift towards online shopping, and secondly, women are becoming self-
purchasers.
Consumers are becoming increasingly comfortable spending large amounts of money online. In
the past, people have liked to know and trust their diamond salesman and buy their jewelry with
a personal experience in a jewelry store. But now, we are able to purchase so much online, why
not buy diamonds online as well?
The second trend in the diamond industry is that women are becoming self-purchasers. Perhapsthe combination of womens rise in the workplace and the RightHand Ring campaign by AR
JEWELERS, women will empowered and encouraged to buy jewelry to celebrate among
themselves. This shift will great for the industry because self-purchasing women are another
segment to target diamonds towards, which can only lead to more sales.
Nature of the Product
The diamond jewelry is luxurious in nature. Only rich persons can buy and wear diamond
jewelry.
Featuring at least four fiery diamonds that graduate in size to represent how love is a journey that
grows stronger over time, the Diamond Trading Co.s new gift of love, Journey diamond
jewelry, is poised to surpassthe success of the Past Present Future campaign when it reaches consumers this month.
Product features
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1. CirclesCircle pieces, like this necklace from AR JEWELERS should pique interest, especially amongdesign-driven consumers.
2.
Curves/vines
The curve or vine, as seen in this necklace from AR JEWELERS has great potential as one of
the most unique Journey motifs.
3. DropsThese drop earrings from AR JEWELERS clearly communicate the Journey concept. Almost
all variations are well-liked by consumers.
4. HeartsAR JEWELERS offers an opportunity to reinterpret this classic shape. Men, in particular, love
the designs, like this one from Prestige Jewelry International.
5. LaddersLadders are the Journey pieces consumers may already know. The graduated diamond style, as
seen in this necklace from Diamond Direct, is impressive.
6. ZigzagsAR JEWELERS zigzag designs, as seen in this necklace from us. These make a strongimpact on consumers.
Classification of jewelry
Six styles
Circles Curves/vines Drops Hearts Ladders Zigzags
Trends of Diamond market
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Recently small, branded diamond Jewelry products are seen exchanged in the gifting industry.Our brand is playing a major role in propelling growth in the diamond jewelry industry. Our
products are developing consumer confidence with their assurance of quality. Our cater to varysegments at different price points and new collections of the season are seen with the very
coming festival. Particularly remarkable is the huge boom in the demand for diamond studded
jewelry in the corporate segment. Within overall jewelry sales the diamond segment accounts foraround 60% - 75% of the total sales in the country.
The products seen to be most saleable as gifts include small heart shaped diamond pendants,spiritual pendants, colored diamond jewelry, small bud earrings etc. Rings are also considered
while gifting but they face the problem of size however delicate rings of standard size are also
seen to be a part in our gifting product range.
Business plans & strategies
In our planning we make a BCG matrix:
RINGS
50%
BREASLETS
15%
Sales
1st star
2nd cash cows
3rd question marks4th dogs
7/30/2019 Diamond Project
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EARRINGS &
PENDANTS
30%
SETS
5%
In our view we make strategy for our business that we capture domestic market first andinternational market on second.
Marketing plans & strategies
The diamond inventionthe creation of the idea that diamonds is rare and valuable, and are
essential signs of esteemis a relatively recent development in the history of the diamond
trade.
The diamond as a symbol of love strategy was particularly important for several reasons. First,they marketed for the entire diamond industry, instead of forAR JEWELERS themselves. Atthe time, they held a monopoly over the diamond industry in Pakistan, so marketing for the entire
industry did not help any competitors, but in the future, it became a problem. Second, AR
JEWELERS managed to create the illusion that diamonds are rare by selling them at very high
prices and marketing them as a special occasion purchase when in fact, diamonds are not rare.Finally, by marketing diamonds as a symbol of love, they started the tradition of diamonds being
given as an engagement ring.
Our marketing campaign that has permeated our culture convincing every woman that she shouldreceive a diamond ring from her fianc and convincing each groom-to-be to pay "two-months
salary" for that ring to show how much his love is worth.
Constant publicity is our key to success in the promotion of our product.
Diamond Marketing provides a compelling advantage and clear value to us and to our clients byplanning and implementing the critical client-side high-tech marketing tasks that no one else
wants to do. We offer a comprehensive range of professional services to help customers in their
quest for growth with a fresh and innovative approach. We also provide after sales services toour customers.
Our company also provides strategic planning, database marketing, e-marketing, and list
management solutions. Strategic market planning, market research, detailed target and segmentmarketing, product agreement, cross-organizational integration, and messaging/positioning to
ensure that our company is ready to go to market...and doesn't waste time and money. We've
always been on the client side, so we understand intimately the internal pressures and challenges
companies face. For less and quicker, we know what needs to get done so that company gets to
revenue faster.
Distribution techniques
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We distribute our product as individual suppliers no whole seller & retailer is required. We are
the sole distributers. Our product is available only on our outlets & selected shopping malls.
Online selling is our one of the preference.
Promotion modes
Broachers Media Newspapers Electronic media Internet advertisement Promotion programs
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