Kalyan jewellers

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Roneet Kumar

It talks about Kalyan Jewellers and its STP, brand ambassadors and its advertisements.

Marketing

Kalyan Jewellers
 Largest jewellery chain in India.
 Headquarter – Thrissur, Kerala
 Chairman and MD – T.S. Kalyanaraman
 Holding company – Kalyan group
 Establishment – In 1993 at Thrissur

 Old ad was concentrated on full jewellery
 New ad concentrates only on Bangles

Advertising Agency : Nethra PUSH Advertising
Advertisement Mix :
 Hoardings
 Television
 Magazines
 Newspaper
Advertisement budget : High (Rs. 900 million)

 Varieties of Jewellery
 Information about which type of gold should
we purchased
 Price should not be considered, Quality
should be considered

Self
actualization
Esteem Needs/
Ego Needs
Social Needs
Safety Needs
Physiological Needs

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Kalyan jewellers

2. Kalyan Jewellers  Largest jewellery chain in India.  Headquarter – Thrissur, Kerala  Chairman and MD – T.S. Kalyanaraman  Holding company – Kalyan group  Establishment – In 1993 at Thrissur

3.  SEGMENTATION: Women  TARGETING: Upper middle class & High class  POSITIONING: As a Royal Brand

4. EARLIER NOW

6.  POPULARITY – High  MUSIC – Traditional  WOW MOMENT – When she walks and opens the door  BRAND OWNER – Kalyan Group

7.  Old ad was concentrated on full jewellery  New ad concentrates only on Bangles

8. Advertising Agency : Nethra PUSH Advertising Advertisement Mix :  Hoardings  Television  Magazines  Newspaper Advertisement budget : High (Rs. 900 million)

10.  Varieties of Jewellery  Information about which type of gold should we purchased  Price should not be considered, Quality should be considered

11. Self actualization Esteem Needs/ Ego Needs Social Needs Safety Needs Physiological Needs

12.  POWER  AFFILIATION  ACHIEVEMENT

Kalyan jewellers

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Kalyan jewellers