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    Nakshatrajewelryhemant 131123014002 Phpapp02

    Uploaded by

    Meena Singh
    Nakshatra is a manufacturer of diamond jewelry targeting upper middle and upper class urban women ages 20-45 in India. It positions itself as lucky jewelry that will bring prosperity and success, as symbolized by their brand ambassador Katrina Kaif who is portrayed as the "goddess of luck". The brand aims to reinforce the trend of women embracing diamond jewelry over traditional gold and silver for weddings and other occasions. The key messaging is that Nakshatra jewelry will make all women who wear it feel like goddesses of luck.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Nakshatrajewelryhemant 131123014002 Phpapp02

    Uploaded by

    Meena Singh
    118 views7 pages
    Nakshatra is a manufacturer of diamond jewelry targeting upper middle and upper class urban women ages 20-45 in India. It positions itself as lucky jewelry that will bring prosperity and success, as symbolized by their brand ambassador Katrina Kaif who is portrayed as the "goddess of luck". The brand aims to reinforce the trend of women embracing diamond jewelry over traditional gold and silver for weddings and other occasions. The key messaging is that Nakshatra jewelry will make all women who wear it feel like goddesses of luck.

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    jewllery report

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    nakshatrajewelryhemant-131123014002-phpapp02

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    Nakshatra is a manufacturer of diamond jewelry targeting upper middle and upper class urban women ages 20-45 in India. It positions itself as lucky jewelry that will bring prosperity and success, as symbolized by their brand ambassador Katrina Kaif who is portrayed as the "goddess of luck". The brand aims to reinforce the trend of women embracing diamond jewelry over traditional gold and silver for weddings and other occasions. The key messaging is that Nakshatra jewelry will make all women who wear it feel like goddesses of luck.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    118 views7 pages

    Nakshatrajewelryhemant 131123014002 Phpapp02

    Uploaded by

    Meena Singh
    Nakshatra is a manufacturer of diamond jewelry targeting upper middle and upper class urban women ages 20-45 in India. It positions itself as lucky jewelry that will bring prosperity and success, as symbolized by their brand ambassador Katrina Kaif who is portrayed as the "goddess of luck". The brand aims to reinforce the trend of women embracing diamond jewelry over traditional gold and silver for weddings and other occasions. The key messaging is that Nakshatra jewelry will make all women who wear it feel like goddesses of luck.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 7
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    Nakshatra jewelry is an Indian manufacturer of diamond jewelry. It is part of the Gitanjali group and targets upper middle and upper class women between 20-45 years of age living in urban areas of India.

    Nakshatra jewelry targets upper middle and upper class women (psychographics) from urban areas (geography) from the age of 20- 45 years (demographics).

    Nakshatra positions itself as lucky jewelry. The taglines are ‘divine luck’ and ‘glow divine’ which states that the jewelry brings luck to the wearer. It tries to identify this quality of its brand ambassador Katrina Kaif and draw parallel lines between her image and that of the product.

    MARCOM ASSIGNMENT

    Prof : Hemant Kombrabail

    Name : Anurita P. Majumdar

    Class : PGDPRCC (full time )


    Nakshatra jewelry

    Introduction Tagline: divine luck; glow divine

    Product: Diamond jewellery

    Sector: lifestyle and retail

    Founded: 2000

    Parent: Gitanjali group

    Headquarter: Mumbai

    USP: beautiful elegant jewellery, status symbol.

    Main competitors: 1. Solitair


    2. Kiah

    3.Tanishq

    Segmentation:

    There is a clearly defined segmented market for diamond jewellery. Since the

    Nakshatra jewellery is a manufacturer of women’s jewellery, the first obvious

    segment is women. Further, since the reach of gold and silver jewellery is far

    wider in the Indian market than that of diamonds, because of several reasons

    like culture, price, tradition, etc. the market is segmented into women of upper

    middle class and upper class. All the advertisements intend to reach out to

    status conscious women who adore diamonds. The advertisements define the
    segmented market clearly as it showcases Katrina kaif (face of the product) as a

    classy lady proudly displaying her diamond jewellery.

    To summarize it, the segmented category is upper middle class and upper-

    class women (psychographics) from urban areas (geography) from the age of

    20- 45 years (demographics).

    Targeting

    The targeting strategy used by the brand is multi segment targeting strategy.

    There are several products available at different price ranges. There are well

    defined specific groups of buyers depending on the price range as well as

    design. Separate marketing mix is used for these products. For example the

    bridal collection is relatively more expensive and is meant for women of 20-30

    whereas the Dhanteras collection is lesser priced and is meant for a wider age

    group. In the above ads there is a specific ad which was released before Diwali.

    As Indians purchase jewellery during festivals, this ad is particularly meant for

    Diwali purchase.
    Positioning

    Nakshatra positions itself as lucky jewellery. The taglines are ‘divine luck’ and

    ‘glow divine’ which states that the jewellery brings luck to the wearer. Katrina

    kaif (face of the product) is called the ‘goddess of luck’ implying the same

    positioning. Since Katrina joined the industry, most of her movies has been

    successful and she has been viewed as a lucky mascot. The brand tries to

    identify this quality of hers and draw parallel lines between her image and that

    of the product. The designs are pre dominantly unique and floral implying a

    very Indian taste .

    The jewellery market of India is still heavily dominated by gold and silver

    jewellery as these metals have traditional significance in the culture of the

    country. Since ages, women wear gold jewellery at their weddings. In the last

    decade, this trend has been changing as more and more women in the urban

    areas have embraced diamond jewellery for weddings as well as regular use.

    The advertisements try to reinforce this trend aggressively by showcasing

    popular celebrities like Aishwarya Rai and Katrina kaif wearing diamond
    jewellery in wedding costumes as well as gowns implying other grand

    occasions.

    The central theme of communication

    The key messaging of the brand is embrace Nakshatra as it brings you

    luck. It says all women are goddesses of luck who wear this jewellery.

    It intends to be a trend setter as the brand ambassadors are extremely

    popular and by themselves trend setters.

    The characteristics attached to the jewellery are class,poise,glamour.

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