The year 2013 and 2014 saw CaratLane.

com getting active with

multimedia campaigns. They launched their nationwide launch
Campaign in Jan 2013. The campaign predominantly aimed to
launch and establish CaratLane.com as a brand that assists
inexperienced men in taking control of the entire relationship
milestone situation. In this case, the most popular relationship
milestone is The Proposal with the solitaire offering from
Caratlane.com. The campaign has delivered on setting the tone
for the brand in the market place and achieving the desired
business objectives. In October 13, they launched a brandactional campaign around jewellery with the theme of its a
great time to be a woman. The communication was on air
over 4 months till Feb 14. The communication was appreciated
and the campaign delivered on driving direct traffic to the
website.
Current Marketing Analysis
Try-At-Home is an industry first from Carat Lane. It always tries
to leverage this aspect with respect to its rivals. Apart from that,
it has introduced, virtual trial feature on its app .People can
send their selfies and try out the designs virtually. People can
also customize diamonds using the app.
Their Message: - At Carat Lane, we are doing our part to make
sure that our customers receive conflict-free diamonds and not
the blood diamonds through Kimberley Process.
The ad:Its great time to be a woman
The idea from the beginning was to capture the new age Indian
woman. We needed to tell a story about this woman, who is
forward looking, successful, has an active life, perfectly balances
her personal and professional life, is financially and emotionally
independent, is also image conscious, loves design, makes a huge
effort to manage all titular roles in life supremely well, and is
cheerful doing all of it. But most importantly, she loves herself
and does not hesitate to invest in herself.

Nationwide Marketing also established CaratLane.com as a

brand that assists inexperienced men in taking control of the
entire relationship milestone situation. In this case, the most
popular relationship milestone is The Proposal with the solitaire
offering from Caratlane.com.
Meaningful Alliances: Some key alliances/ partnerships they
have done include the likes of American Express, Platinum Guild
International, BMW, Evoluzione, The Amethyst Room, etc. In
addition to this they have partnered with Bollywood movies of
the likes of Shaadi Ke Side Effects and Dhoom 3 to seamlessly
incorporate their brand with relevant content.
ITS GREAT TIME TO BE A WOMAN:
https://www.youtube.com/watch?t=26&v=gHXSZNDweK4
TRY ON: https://www.youtube.com/watch?
v=qSN_Jj5zlJk&spfreload=10
KEY POINTS:
Jewellery retailer CaratLane plans to spend Rs 40 crores on
television and print marketing campaigns in the next one year.
The company rolled out a multimedia advertising campaign
which started off with a television commercial and will be
followed by radio, print and digital campaign. The TV spot will
focus on the recently- launched mobile app which was developed
in-house by its technology team comprising 70 engineers and has
been developed over a period of two and a half years.
SEGMENTATION:
Geographic : URBAN , SEMI-URBAN
Psychographic : GREGARIOUS,FORWARD LOOKING,IMAGE
CONSCIOUS
Demographic : 20-40 YEARS of Age, FEMALE & MALE
PROFESSIONALS BELONGING TO UPPER MIDDLE AND
UPPER CLASS

POSITIONING: They have positioned themselves as the

Market leader in terms of the way jewellery is brought.
Their try at home and virtual trial feature is a testimony
to that. Their idea is to capture the imagination of Young
Indian Women who are forward looking, modern,
independent.
COMPETITOR ANALYSIS:
Bluestone
Blue Nile:
Diamonds and Angel City Jewelers. The key feature of being
able to search through thousands of diamonds by carat
weight, cut, clarity, color and other characteristics, is what
attracts many customers to the website.
Blue Nile specializes in educating first-time shoppers about
diamond quality and making it easy for them to buy
engagement rings. Diamond rings account for 70 percent of
Blue Niles sales, and other diamond jewelry accounts for an
additional 20 percent.
JEWELSOUK:

offer consumers easy access to a wide range of national

and international brands in a unique ambience that aims to
make shopping more pleasurable and more convenient
Velvet case:

CANDERE:
Part of Enovate lifestyles Private Limited. All products are
made to order- which means, after order, it will be specially
made keeping in mind customers requirement.
Positives:

Great customer support and service.

Satisfied with the designs and the collections available.
Customization of diamond rings well appreciated.
Good packaging and follow up on delivery.

 The experience at Carat lane stores was very good.

Try at home service termed as great and very satisfactory.
In case of grievances special discounts and goodies offered
to placate the customers.
Very well detailed and designed website.
Good discounts offered as compared to other websites
which are even more during festive seasons.
Negatives:
Shipping delays at times.
Tampered packaging raising concerns about safety and
authenticity.
The product received different in design than the one
ordered.
Concerns about the weight and quality of delivered
products, sometimes mismatch between the website and
original specifications.
Delayed reaction time in case of customer complaint.
In case of heavily discounted jewelry the consumer is
skeptical about the product quality and authenticity.
Good on design, low on functionality.
Some conclusions that can be drawn1. Online jewelry market still underpenetrated. Most of the
consumers are skeptical about buying costly items like diamonds,
on an online platform.
2. Most consumers are highly cost conscious whilst at the same
time expecting good quality. They mostly compare prices on
different websites before making a purchasing decision.
3. The men mostly buy gold coins from the website ,while the
women buy jewelry items.
4. Consumers are okay with using the products for gifting purposes
but for their own use they need a high level of reassurance hence
the issuance of certificates.
5. Try at home a good option because people mostly tend to buy
jewelry with their loved ones and want their advice on their
purchase decision. By introducing try at home option that barrier
of intangibility has been lifted.

6. Lifetime exchange option highly appreciated by the consumers.

7. Insured shipping highly appreciated .Also the fact that the
diamonds are ethically procured is welcomed by the customers.
8. Competitive price range from lowest to highest-something for
every pocket.
Hence it is apparent that Carat lane has established itself as a
reliable brand but the Indian consumer perspective still needs to
change to enable Carat lane to reach its full market potential.
RECOMMENDATIONS
After a review of the insights we came to a conclusion that the
awareness about Caratlane is extrememly dismal despite them
putting up advertisements in the TV ads, even movies like Dhoom
3 and on the internet. Apart from that there are other concerns
like the lack of trust by the consumers and no penetration among
the tier 2 and tier 3 cities by Caratlane. We have arrived at the
following set of suggestions for Caratlane.
Advertising key strengths
Caratlane has several good services that address the consumers
apprehensions about buying jewellery over the internet but their
awareness is low. Therefore the basic agenda for Caratlane in its
advertising should be making people more aware the following
facilities provided by it.
Purity certificate
Try at home feature
Insured delivery
30 month exchange policy
Contemporary designs
Huge discounts
Try the jewellery virtually feature in app.

Marriage specific jewellery

Caratlane is famous among the users for its contemporary
designs. That does not have to mean it cannot venture into
marriage specific jewellery to cater to the demands of the young
professional who would go for contemporary jewellery over
ethnic one.
Marriage range will lead to more monetary sales, as
jewellery for marriage is usually bought in combination with
other jewellery.
EMI Feature
Caratlane could introduce the EMI feature for more sales of
its jewellery range. It could tie up with a bank and offer
users more value for their money
Also, insurance for the jewellery bought online even after
delivery could be offered to the customers with the help of a
tie up to a bank.
Mens Range
Caratlane is missing out on the mens segment, which is a
huge potential new target market, especially for online
jewellery stores.
Cufflinks
Engagement rings
Studs
One to one Publicity
Setting up kiosks in malls, public places will really help
Caratlane as the personal touch feature is lacking in its
marketing campaigns.
They could set up some stalls in crowded places and let
buyers experience the whole process of buying jewellery
online.

PENETRATION IN TIER 2 AND TIER 3 CITIES

Right now the majority of consumers are from the
metropolitan cities, especially Bangalore and Delhi, with the
help of better use of TV, Radio and Print the Tier 2 and Tier
3 cities should be reached out to for a wider consumer base.
Functionality-From Gifting To Personal Use And
Investment
Seasonal advertising
Caratlane is usually more proffered for gifting options of
contemporise jewellery. To shift the trend from a gifting option
to a personal use and also as a source of investment the
website should advertise its gold coins and the purity
certificates provided with them more. Especially during the
festival seasons.
Social Media Engagement
Caratlane has around 8ooKlikes on Facebook. But a dismal
2K followers on Twitter.
Blog engagement is again very low. Therefore a better
interaction with the consumers via the social media is
imperative for Caratlane to reach out to more consumers.
Apart form this the Facebook ads can also be made use of.
Better Website Experience-Shrinking Of Processes
The website as it is very consumer friendly but there are
some scope of improvements.
Buyers still have to go through several steps to reach a
particular stage. The search bar displayed on the homepage
does not offer much functionality other than autofill. Choose
a CaratLane clone script with simpler product discovery and
order placement processes for better engagement. Crowded
places and let buyers experience the whole process of
buying jewellery online.