This document proposes a marketing plan to promote affordable jewelry from Johari Bazaar in Jaipur, India to tourists, particularly from Belgium. The plan leverages the bazaar's reputation for diamond craftsmanship and affordable prices to attract tourists online and on the ground. Various promotional campaigns are outlined, including contests, a virtual tour app, and QR code scavenger hunts in India, to entice European tourists to visit the bazaar both before and during their trips. The plan aims to capitalize on Belgium's prominence in the global diamond industry and Indians' growing internet and mobile usage to connect buyers and sellers across borders.

1. TOURISTIFY
Micanvas 2013
Sukhada Chaudhary | Unmesh Lamture | Rohit Rohan

2. • Rajasthan’s royal heritage and scenic beauty has always attracted tourists
- we are adding another priceless reason to the list
• India is known for its monuments, its spices
- but not many know of India's deep connection with diamonds and jewels
• Johari bazaar reflects just that
- an explosion of color and jewelry
THE STREET
The Johari Bazaar street in Jaipur, Rajasthan
• The Johari Bazaar Street is located in the heart of the Pink City, Jaipur
• The street is known for its 'gemming' culture
• One visit to Johari bazaar and you will know why its a 'gem' of a bazaar
• From lapis lazuli to pearls and rubies, one can find all types of gems and precious stones
Set around the
iconic Hawa Mahal
ofJaipur, the Johari
bazaar is heaven
for jewelry
aficionados

3. THE PLAN
Leverage the
affordable jewelry
trade of the Johari
Bazaar Street in
Jaipur…
…which is famous for
its diamond
craftsmanship, besides
being located in a city
that attracts a lot of
tourism on the basis of
its history…
…via online channels
and campaigns – which
are expected to be
successful, given the
internet penetration
and rise of mobile-
internet in these
countries, particularly,
Belgium
…and attract people from
countries like Belgium,
which have diamond
markets, but for high end
markets – thus making
them unaffordable for
certain segments…

4. WHY BELGIUM?
Antwerp's diamond district, also known as the Diamond Quarter (Diamantkwartier), and dubbed
the Square Mile is an area within the city of Antwerp, Belgium
About 84% of the world's rough diamonds passed through the district, making it the largest
diamond center in the world with a turnover of 54 billion dollars
Antwerp has been a focus of the
diamond trade for several centuries;
the industry was transformed when
Lodewyk van Berken invented a new
form of diamond polishing tool, the
scaif, which enabled the creation of the
stereotypical sparkling, multifaceted
diamond; this attracted orders from
European nobility - and attracted other
craftsmen to Antwerp
We could see a significant shift in luxury gift culture from
2012, with prestigious timepieces for women, for example,
gaining share from fashion-driven luxury products such as
handbags, apparel and leather accessories
Globally, there will be a stronger focus
on traditional luxury timepieces
Source | EuropeanTravelCommission
Belgium has been the diamond crafter for the world

5. SO?
There are two big changes taking shape in the global luxury goods market at present
The softening demand in China as the
government clamps down on luxury gift giving
The resurgent appetite for affordable luxury in
North America,Western Europe and Japan
• The brands most exposed are
those which invested heavily in
China over the past five years to
beef up global sales
Both have downside implications for some of Europe’s leading luxury brands.
• Many did so while at the same time
alienating middle-class consumers
in developed markets due to
increasingly inaccessible prices
The brands now seizing a new initiative are those specialising in
affordable products for cash-conscious consumers, and with
investment plans biased towards North America, Europe and Japan.
In 2012, designer labels will be up against a new set of challenges due
to a new era of austerity in the developed markets
We will see stronger investment in secondary (or diffusion) luxury
collections as a means to drive demand in lacklustre consumption
bases, specificallyWestern Europe, North America and Japan
Where there
are losers,
there are also
winners
BUT!

6. SO?
The idea will be that consumers can spend less but
still feel good about the designer clothing and footwear they purchase
• Luxury timepieces and jewellery are
seen as 'hard' luxury goods because of
their capacity to retain long-term value
• They are, therefore, more attractive as
investment purchases than fashion
driven luxury goods
Secondary segmentation in developed markets will align with a marketing strategy that focuses
more visibly on face-saving down trade activity.
Demand for 'hard' luxury goods will be
boosted from 2012 as high net worth
individuals in developed markets become
more risk-averse, triggered by anxiety
over their long-term purchasing power

7. AND HOW?
Our target is the tourist – European, preferably a Belgian - who comes to India and buys gifts and collectibles
He/She cannot buy expensive jewelry back at home and will be eager to buy beautiful yet affordable jewelry from Jaipur
Also, the European, American or Japanese who is in India but not in Jaipur – at least, not yet
We target our customers in two complimentary ways
• Online – when they are away
• On-ground – when they arrive
AND WHO ARE WE TARGETING, AGAIN?
AND NOW, BACK TO THE HOW
On-line On-ground
Online channels
Promotionals on Youtube
The ‘mobile’ way
Entice with contests
Exclusive campaigns
Call the
tourist from
abroad to
Jaipur
Call the
tourist from
other tourist
places in
India to
Jaipur
OOH displays
Ads@Tourist hubs
QR-code campaign
Entice with contests

8. Reverse Bid |
• A reverse bidding for gems
• The lowest and most unique bid from all over
Belgium will win that specific jewel
• Since we can plan our campaign to last over two
months, we can have one gem every week - every
week a different type of gem ranging from rubies to
lapis lazuli and the sorts.
HOW DO WE TALK TO THEM?
| ForgeYour Crown
• Crowd sourcing exercise,
open to the public
• They will be asked to design their own
bejeweled crown, scepter, and scabbard
• The winning designs will be used on
posters for the Johari Gem App and print
advertisements
• The winners get to be "king for a day"
and win an all expense paid trip to
Jaipur, and also get to stay a night
in the palace
The Gem Journey |
A virtual tour of the gem
street with interactive
features like trivia, things to
do and a market place
assessment of gems available
and price comparisons
Customize your design
A design that can be customized
by the visitors in collaboration
with the experts sitting in Johari
bazaar - if they are planning a trip,
the design will be waiting for them
when they reach Johari bazaar
The QR.code Campaign |
• This campaign will enable tourists who are in
India, to come to Johair Bazaar, Jaipur
• QR codes in other tourist destinations of India
will be available to people
• In places where tourists frequent – cafes,
restaurants, lounges etc.
• People can click the QR codes and find what
they have won
• Prizes / gifts will include offers in restaurants,
hotel-stays, jewelry purchases etc
Mobile, Internet
Mobile, Internet
Mobile, Internet
Mobile, On-ground Internet

9. HOW DO WE TALK TO THEM?
The KeyTo Johari Bazaar |
• Full on ground promotion
• A treasure hunt to be held in the diamond district of Antwerp spanning the whole city
• Contestants will have to "find" Indian relics "hidden" around the city
• At each point, they get the next clue, which will mix Jaipur history with Antwerp history to make
a strong connect
• The winner will find an actual gold key encrusted with Johari gems, and will get an all expense
paid trip to Jaipur and a little extra cash to splurge on diamonds
The JohariBazaar App |
• The app is for Android phones, iPhones and Windows phones
• It is interactive - users can find out more information about the gem, how it has been used
historically, and which are the best user recommended shops to find the gems
• The app also has a map of Johari Bazaar, and using GPS can help you find shops
• Other miscellaneous information is the story and history of Johari Bazar and Jaipur in general
• Also Johari-Bazaar-relevant info : “Johribazaar was the main shopping mall of the royal town and is still
retains its primacy. It comprises more than four hundred stores and shops which offer a very reach variety of
merchandise, from low-priced handcrafted items to gems and jewels worth millions.”
• And user reviews : “The range of items available cannot be described in short space. Johribazaar is an
international center of gem trade, gem cutting and setting and silver, gold and Kundan jewellery.”
Mobile
On-ground

10. BUT, WILL THE BELGIANS NOTICE US…ONLINE?
77% of people aged
16 to 75 in Belgium
went online every
day or almost
every day in 2010
according to Statistics Belgium
Users in
Belgium
spent an
average of
19.9 hours
online in the
past month,
consuming
2,116 pages
online
(comScore,
October 2011)
More than one out of five (27%) internet users
aged 16 to 74 years old in Belgium made a
purchase online in 2010
according to Statistics Belgium
49% of internet users aged 16 to 74 years old in Belgium (and
who went online in the last three months) use the internet for travel-related
purposes in 2010, according to Statistics Belgium; the
percentage reached 50% among men and 48% among female
Data on internet use for travel-
related purposes in 2010 in
Belgium among internet users
aged 26-74 by age:
16-24: 35%
25-34: 51%
35-44: 52%
45-54: 52%
55-64: 50%
65-74: 57%
39% of
internet
users
aged 16
to 74
years old
in
Belgium
used
social
networks
in 2010
according
to Statistics
Belgium