Professional Documents
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Brand Positioning of Joyalukkas
Brand Positioning of Joyalukkas
A PROJECT REPORT
Twinkle Jaithaliya
Submitted by
Of
MBA
IN
Finance
July 2016
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ACKNOWLEDGMENT
An Endeavor to transform itself into success needs efforts. These efforts are individual,
standing in isolation. Such individual efforts require three things for their further
development. These three things being “Reason, Rationality and Self Esteem”. The
combination of these three basic traits delivers Productivity. However, time and again this
productivity requires encouragement and guidance. This much requisite support comes
in the form of Professionals furthering the development of Amateurs.
This acknowledgement is an effort to recognize these professionals who have made this
project a combination of the three fundamental traits.
I take the opportunity to express my sincere gratitude to all those who have guided
motivated and inspired me in the completion of my project.
This project report and the learning process behind it would not have been possible
without the guidance of my Faculty Guide, Twinkle Jaithalia. She was able to impart me
with the right approach that my report required for its successful completion.
<NAME>
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BONAFIDE CERTIFICATE
Certified that this project report titled “THE BRAND POSITIONING STRATEGY OF
JOYALUKKAS ” Is the bonafide work of “<NAME>” who carried out the project
work under my supervision.
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1.1 INTRODUCTION
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others.
It is ensures that all brand activity has a common aim; is guided, directed and delivered by the
brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumer. Brand
Positioning is a very frequently used term in marketing, advertising and communications and
means different things to different practitioners.
It is often (incorrectly) used interchangeably with the term proposition (see below) leading to
confusion.
Positioning is a strategic process by which those commercially involved with a brand, business,
product, new product or organisation set about creating a perception (a set of meanings, image or
identity) in the minds of consumers/customers about the brand (business etc.) that is distinctive
and unique compared to its competitors. The choice of the word ‘position’ reflects the idea that
competitive players in a market can be located and mapped relative to each other across key
dimensions.
These dimensions vary widely, from easily measurable dimensions such as price, availability and
demographic characteristics of customers, through to more qualitative perceptions such as value,
quality, modernity, popularity etc.
The most reliable way to start positioning or re-positioning a brand is to understand consumer or
customer perceptions of its characteristics versus their perceptions of competitors. Positioning is
something that happens in the minds of the target market - it is not an exercise that can take place
around a meeting room table isolated from those who use/buy the brand.
Brand positioning is a medium through which an organization can portray its customers what
it wants to achieve for them and what it wants to mean to them. Brand positioning forms
customer’s views and opinions .Brand Positioning can be defined as an activity of creating a
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brand offer in such a manner that it occupies a distinctive place and value in the target customer’s
mind. For instance-Kotak Mahindra positions itself in the customer’s mind as one entity- “Kotak
”- which can provide customized and one-stop solution for all their financial services needs.
It has an unaided top of mind recall. It intends to stay
With the proposition of “Think Investments, Think Kotak”.
The positioning you choose for your brand will be influenced by the competitive stance you want
to adopt.
Brand Positioning involves identifying and determining points of similarity anddifference to
ascertain the right brand identity and to create a proper brand image.
A good brand positioning help guide marketing strategy by clarifying the brands essence but goals
it help the consumer achieve and how it does so in a unique way. The result of the positioning
is the successful creation of a customer focused value proposition
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1.2 RESEARCH PROBLEM
“A research is the arrangement of conditions for collection and analysis of data in a manner that
aims to combine relevant to the research purpose with economy in procedure” Research design is
needed because it facilitates the smooth sailing of the various research operations, thereby making
research as efficient as possible yielding maximal information with minimal expenditure of effort,
and money
Brand positioning is a medium through which an organization can portray its customers what
it wants to achieve for them and what it wants to mean to them. Brand positioning forms
customer’s views and opinions. This project deals with:
“how the JOYALUKKAS brand has positioned over the competitors brand in the minds of
consumers ”?
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1.3 SIGNIFICANCE OF THE STUDY
The study is relevant in terms of brand building recognition of the brand from the competitors
brand which leads to the increase in sales and goodwill of the organisation. The marketability of
the product can be found out through analysing its brand positioning. It includes evaluating
quality, demand, reach of product, price margin, taste and preference and loyalty customers of
joyalukkas. The study gives clear picture of the attitude of customers. It reveals the merits and
demerits. It helps the organisation to concentrate on the weaker section and to make improvement
or changes. So it helps to improve the efficiency and ensure the growth of the organisation
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1.4 OBJECTIVES OF THE STUDY
The primary objective of the study is to find out HOW THE BRAND JOYALUKKAS HAS
POSITIONED IN THE MINDS OF CONSUMERS. The other specific objectives of the study are:
7. To suggest measures to provide more satisfaction to existing customers and to attract new
customers.
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1.5. RESEARCH METHODOLOGY
To define any research problem and give a suitable solution for the problem, a sound
research plan is inevitable. Research methodology is the back bone of the research work; it is
the way to systematically solve the research problem. It may be understood as a science of
studying how research systematically solves the research problem and how research done
scientifically.
The study is to find out the influence of brands in the minds of consumers and how it positioned
over the competitors brand. Here the method is used to collect the data is by visiting the joy
alukkas showroom for the period of 3 weeks and through interacting with the staffs and officials
,customers, general public with the help of questionnaire
A research work will be successful, only with a sound research design .The research design for
the purpose of the study is Analytical in nature.
The major purpose of analytical research is to analyze the state affaires as it exists at present.
Analytical research includes survey and in-depth analysis of variables. The research plan calls for
gathering primary and secondary data. The Sampling Method adopted for the present study is
Simple Random Sampling
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1.5.2 Methods of Data Collection
In this research, the collection of data is from various sources and the are two types.
1. Primary Data
2. Secondary Data
Primary data collection was mainly done through the mainly done through questionnaires,
direct interview and telephone contacts. The respondents were approached personally and were
requested to fill up the questionnaire.
Secondary data was collected from Company records, Internet, and books.
The instruments adopted for the primary data collection is through “QUESTIONNAIRE”.
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1.5.3.2 Pretesting of questionnaire
Sampling plan includes sampling unit used in the survey. It also includes the sampling size and
the sampling procedure used for the survey.
The sample size was selected based upon simple random sampling. For the purpose of study 50
samples are taken from one district.
The study has been carried out in the Showroom of joyalukkas situated in the marine drive
Cochin, Ernakulam
The research periods were from 2nd October to 4th November 2007.
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1.5.10 Contact Method:
The method used to contact the respondent was direct interview. The researcher selected direct
contact method because there is no scope of contacting the dealers through telephone or direct
mail. By telephone interview the respondent’s characteristics and environment cannot be observed.
The response rate for mail survey is low. Hence the resulting sample will not be representative
one.
Datas are analysed through analytical statistics using correlation, the hypothesis are
tested.
Percentage method, tables and charts are used to present the data.
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2. REVIEW OF LITERATURE
Brand positioning is a medium through which an organization can portray its customers what
it wants to achieve for them and what it wants to mean to them. Brand positioning forms
customer’s views and opinions .Brand Positioning can be defined as an activity of creating a
brand offer in such a manner that it occupies a distinctive place and value in the target customer’s
mind. For instance-Kotak Mahindra positions itself in the customer’s mind as one entity-
“Kotak ”- which can provide customized and one-stop solution for all their financial services
needs. It has an u n a i d e d t o p o f m i n d r e c a l l .
I t i n t e n d s t o s t a y w i t h t h e p r o p o s i t i o n o f “ T h i n k Investments, Think Kotak”.
The positioning you choose for your brand will be influenced by the competitive stance you want
to
adopt.B r a n d P o s i t i o n i n g i n v o l v e s i d e n t i f y i n g a n d d e t e r m i n i n g p o i n t s o f s i
m i l a r i t y a n d difference to ascertain the right brand identity and to create a proper brand
image.
Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing
strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the
competitive brands, as well as the reasons for buying and using that specific
brand.Pos itioning is the base for dev elopin g and increa s in g the
required know ledge and perceptions of the customers. It is the single feature that sets your
service apart from your competitors. For instance- Kingfisher stands for youth and excitement. It
represents branding full flight.
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Defining Values and Principle
You already know how to do this –Your values and principle are part of your Org and
Brand drivers!!! –K eller calls principle “Brand Mantra”
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Your Values, Principle, and position all are related – N O T E : K e l l e r s a y s
t h a t a s s o c i a t i o n s a r e v a l u e s , b u t w e h a v e a s t r i c t e r definition of associations
from the IBM.
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and services offered by your competitors (de-positioning).Here are some strategic tips that can
help you to be as effective as possible during your brand positioning process:
1. Understand brand positioning as fully as you can, especially in the way that it directly affects
your business. Businesses, especially smaller ones, are very diverse in their needs a n d
offerings, and it might take quite a bit of effort to even be sure that you
a r e positioning yourself within the correct market. Look closely at the businesses
sharing your pool of regular customers, their purchasing patterns and the roles that your
business plays in their everyday lives.
2.D evelop the most efficient method pos sible for gathering customer
information.
Remember that you’re trying to get ins ide their heads and back out again w ith
an unvarnished look at how they see your business in terms of the benefit that it provides
for them. You might consider questionnaires, phone surveys or online surveys and offer
a small bonus to compensate customers for their valuable time.
3. Determine which of your products and/or services are the most popular or powerful, so that you
can use them to build on or adjust your overall positioning strategy.
4. Rank all of your products and/or services in terms of positive customer review and in relation to
those of your competitors.
5. List the most popular group of attributes that describe your business and products from the
viewpoints of your customers and combine them to reach your ideal vector…
the pos ition in your target market from where your business can operate at the
highes t possible level of strength.
6. P roduct based bus ines ses can complete the positioning process more
Easily than s e r v i c e b a s e d b u s i n e s s e s . A f t e r a l l , y o u r c u s t o m e r s c a n s e
e , t o u c h a n d w a t c h demonstrations of your products to see how they work and visualize
their benefits. Here are some hints for exploring how customers perceive your business and its
services C r e a t e s i m u l a t i o n s , d e s c r i p t i o n s o r c a s e s t u d i e s s h o w i n g
p r o v e n r e s u l t s . Find out how customers view your services in terms of value, results and
convenience.
7. Regardless of your business type, take the information about customer perception that you’ve
gathered, determine your top benefits and attributes and use them
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todeterminey o u r c u r r e n t p o s i t i o n i n g a n d h o w f a r t h a t p o i n t i s f r o m y o u r i d
e a l v e c t o r i n t h e marketplace.
8. Decide whether you are satisfied with the current positioning of your business,
or whether you need to change your strategy. Consider your target market and decide if
your business is positioned in such a manner that it maximizes every opportunity for visibility in
that market. Finally, keep in mind that positioning can be either an active or passive
process. If you choose not to fully engage in it – it will still take place. Don’t
give up the valuable opportunity to monitor and influence the process and increase
profitability
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A starting point in defining a competitive frame of reference for a brand positioning is to
determine Category Membership- the products with which a brand competes and which function
as close substitute.
Points of Parity and Point of Difference
Once the competitive frame of reference for positioning has been fixed by defining the customer
target market and nature of competition, marketers can define the appropriate points-of-difference
and point-of-parity associations.
Point-Of-Difference
POD's are attributes or benefits consumer strongly associates with a brand, positively
evaluated, and believe that they could not find the same extant with a competitive brand. Strong,
favourable and unique brand associations that make up POD.
Point-of-Parity
POP's on the other hand, are associations that are not necessarily unique to the brand butmay in
fact be shared with other brands. These types of associations come in two basicforms:
1. Category
2. Competitive
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3.1 INDUSTRY PROFILE
The word jewellery is derived from the word “jewel” which was anglicized
from the old French “joule”. Jewellery is one of the oldest forms of body adornment. The first
piece of jewellery was made from natural minerals, such as bone, animal teeth, shell and wood
and carved stone. Jewellery was often made to show their status and they were buried with the
jewels. Jewellery has been an integral part of the Indian culture and civilization since ancient
history. They were in demand and fashion since ancient civilizations as Harappa and Mohenjo-
Daro. Traditional jewellery is the latest ones that are continuously increasing in demand. The
past decade witnessed the global gem and jewellery industry undergoing some significant
changes and registering strong growth, on account of increasing income as well as demand
from the emerging economies across the world. Among the various types of jewellery, plain
diamond jewellery accounts for the largest share of the global jewellery market, followed by
plain gold jewellery. Diamond, gold and platinum are the three main product segments, which
collectively account for approximately 95% of the global retail jewellery sales in value terms.
A geographic segmentation shows the US as the largest consumer for gems and
jewellery, followed by China/ India, the Middle East and Japan. In the European region, the
UK and Italy are the largest consumers, with the former also being one of the world’s largest
jewellery fabrication centers. The emerging markets, like China, India that are traditional
jewellery centers of consumption, are showing signs of becoming the largest consumption
markets by 2015, for both traditional as well as branded jewellery. The growth in the demand
for gems and jewellery is attributed to the rich-class as well as the improving living standards.
The industry continues to face problems due to competition from other luxury goods, as well as
socio-ethical issues.
India's gems and jewellery industry is one of the most competitive in the world due to its
low cost of production and the wide availability of skilled labor. However, the economic
slowdown has impacted the industry that has witnessed the export demand leading to many
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hundreds of thousands becoming jobless. Worldwide, the gems and jewellery industry had been
growing at a good pace and is currently estimated at $150 billion or more per year. In India, it
accounts for nearly 20% of total national exports and employs nearly a million people directly
and indirectly, according to an Associated Chambers of Commerce & Industry report, despite
the fact that significant job losses have taken place in the recent past. India’s polishing industry
has a worldwide distribution network, which has been established over a period of time.
India has set up more than 3,000 offices worldwide for promotion and marketing of
Indian diamonds. The Indian diamond industry has acquired leadership position in cutting and
polishing of rough diamonds. India has the world's largest cutting and polishing industry,
employing around 800,000 people with more than 500 hi-tech laser machines. The industry is
well supported by government policies and the banking sector. Around 50 banks provide nearly
$3 billion credit to Indian diamond industry. Traditionally, gold has held the leading position in
most of the jewellery markets worldwide because of the value and tradability factor associated
with it. Though the total consumption of plain gold jewellery decreased in volume terms, the
overall sales of gold recorded gain in value terms. In the meantime, the demand for platinum
jewellery has also increased in the recent past.
Gold:-
The word ‘GOLD’ is often thought synonymous with wealth. So many wars have
been fought to make it their own. Long before, many did not consider platinum to be valuable
because of its ordinary looks, but gold has been highly valuable since prehistoric days for its
great look. There is no civilization which has not mentioned about gold. Several mentions
about gold have been made in all the holly books of Mahabharata to Old Testament.
During the 19 th century many discoveries of gold deposits were made and gold
rushes occurred in California, Colorado, Otego, Australia, black Hills etc. from ancient times,
gold has been connected with the religion and spirituality. It was always associated with the
sun. There are so many temples and statues made from gold.
Kings and queens longed to wear the golden crown. The sincerity and sanctity of pure gold
created a tradition for wedding rings since it is long lasting and unelected by the passage of
time. Today great achievements are sometimes rewarded with gold in form of medals. Also,
decoration like Olympic medals, Noble prizes and various awards for excellence in different
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fields are awarded with medals or statutes. Gold is always associated with the best like the
Golden Era, or Golden Wedding Anniversary, etc. so why is gold awarded for achievers? Why
does the central bank accumulate gold? Why should the general public rush for gold? There are
so many people behind gold and each one has got a reason. Yes, there are numerous reasons
behind the gold rush. There is no other metal in the world, which possess so many benefits. To
say a few;
It is the most malleable and ductile metal known and can be mane in to tread and used in the
embroidery.
Gold performs critical functions in computers, spacecrafts, jet aircraft engines and so many
other products
It is used in the field of medicine
In jewellery manufacturing.
Purity of gold:-
Increasingly, jewellery manufacturers and retailers are implementing quality assurance
system to meet the need in the market. Sine proof of cartage conformance is of prime concern
to the consumers, jewelers are now compelled to have carat checking machines at every store.
Gold is a chemical element in the periodic with the symbol Au and atomic number is 79. Gold
is a metallic element with a characteristic yellow colour. It is the most malleable and ductile
metal. A single gram can be beaten into a sheet of 1 sq.mt. Gold readily forms alloys with
many other metals. These alloys can be produced to increase the hardness or to create exotic
colour.
Pure gold is too soft for ordinary use and is hardened by alloying with silver, copper
and other metal. When selling it in form of jewellery gold is measured in carats (k) with pure
gold being 24k. But it is commonly sold in lower purity of 22k, 18kand 14k. The most
commonly used alloys for jewellery in Europe are 18k and 14k, although 9k is popular in
Britain, in the United States 14k predominates. In the Middle East India and South East Asia,
jewellery is 22k; sometimes even 23k in China, Hong Kong and some parts of Asia pure gold
jewellery of 990 finesse (almost 24k) is popular.
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In many countries the law requires that every item in gold jewellery be clearly
stamped its cartages. This is often Hall in the 14th century. Today it is compulsory in many
countries. But in India, it is not compulsory and many don’t follow the standard. The
government of India is planning to make BIS Hallmarking mandatory from January 2008.
Since Hallmarking involves time, cost and lesser profits many are very apprehensive. Today
the competition in retailing is so high that the jewelers are compelled to sell at low mark-up of
only 8%-15% for the gold price of the day. So to many jewelers, small and big, Hallmarking is
a cause of concern of bureau of Indian standards (BIS).
Government of India has identified BIS as a sole agency in India to operate this
scheme. BIS hallmarking scheme has been elegant with international criteria on hallmarking
(Vienna Convention-1972). As per this scheme, the license is granted to the jewelers by BIS
under product certification scheme. The BIS certified jewelers could get their jewellery
hallmarked from any of the BIS recognized Assaying and Hallmarking centers. A sample is
drawn from the retailer premises for independent testing. Based on the satisfactory preliminary
inspection report and test report of the sample is drawn during the inspection, license is granted
to the jeweler. BIS maintains surveillance on the certified jewelers at a defined periodicity.
Deviations in the degree of purity of the fine metal and observance of operations not in
conformance to the system may result in cancellation of BIS license and invoke legal
proceedings.
Indian jewellery:-
The Indian sub-continent has the longest continuous legacy of jewellery making.
By western traditions where heavily influenced by waxing and waning Empires. India enjoyed
a continuous development of art forms for some 5000 years. One of the first to start jewellery
making was the people of Indus valley civilization. By 1500 BC the people of Indus valley
were creating gold earnings and necklaces, bed necklaces and metallic bangles. Before 2100
BC; prior beads were often painted with designs. This art form was often passed on trough
family. Although women were jeweled the most, some men in the Indus valley wore beads.
Interestingly, India was the first country to mine diamond with some mines dating back to 296
BC.
Kerala jewellery:-
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Though the state is fast changing its trend, and there is a vast difference in tastes
displayed by jewellery buyers, traditional values will never be abounded in Kerala. Kerala is
the first of all popular for the high quality of gold used in jewellery. The jewellery like much
other Indian jewellery is inspired by various forms of nature- leaves, snakes, frits, birds,
animals, flowers, seeds and various art and spiritual forms. Ornaments are usually very light, so
very expensive also. Today newer methods, techniques, and machineries are used in
production. Kerala is famous for its light weight Jhumkas, Manga maala, Palaka Thaali,
Mullamottu Maala, Kassu Maala, chittu, Maekathu Mothiram and that goes on.
World Gold Council (WGC):
The world gold council is a non profit association of the worlds leading gold
producers, established to promote gold. With headquarters in Geneva, it achieves through the
world to improved gold products and its distribution systems. They provide specialist gold
information and economic services to large holders of the gold. Its primary focus in recent
years has been on facilitating the removal of structural impediments to the free flow gold,
thereby encouraging its more widespread and acquisitions and retention.
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Multi-Chain Necklaces: If you have worn necklaces for a while now and
like them, you can try a different style of sporting a necklace with multiple chains. Such
oversized multi-chain necklaces are decorated with medallions, metal balls, and outsized
colorful gemstones.
Pendant Earrings: The fashion of these types of jewelry has stayed strong in all seasons, and
has never gone out of style. You can wear pendant earrings which have a blend of garnet, black
diamond, topaz, gold stones, seed bead detailing, and similar accents. Read more on pearl
jewellery.
Fashionable Bib Necklaces: Bib necklaces are jewelry which consist of two or more layers of
gemstones or chains arranged in a stack against each other to form a 'bib' shape around the
neck. Many personalities from the fashion world are flashing these necklaces which may also
become a style statement and a fashion trend for some. You can find ones with different
classification of colors, accents, and patterns.
Chains having Metal and Leaf Patterns: Mesh chains ornamented with metal discs, outsized
metal flowers, bronze leaf patterns, and feather motives are also becoming a latest fad in the
fashion industry. If you want to be simple, yet in accordance with the current jewelry fashion,
you can opt for wearing a chain with a gold leaf or flower cutout.
These are few of the latest trends in jewelry, however, the jewelry that people wear totally
depend on the choices they make. You can certainly wear any jewelry, but simply make sure
that it matches your attire and your personality.
Jewelry Trends in 2012
Coming out of the recession that made us all a bit nervous and tightening our pocketbooks...
we have pared down to a simple way of looking at things. Big and bold gives us two distinct
feelings when it comes to our jewellery: Extravagant and safe. These are the feelings that
played out during these tough economic times and now we have a different feeling ahead of
us... a sense of relief, a sense of balance and beginning. Whenever we feel as consumers that
the time is right for paring down, we focus on simple designs and simple, warm colours. Plain
metals and eco friendly materials: wood, bone, simple and soft semi-precious stones with Earth
colours and a simple palette will prevail for 2012. This is our breathing room. This is our
nervousness winding down.
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Gone are the statement necklaces of the past two years and in with the thinner, yet charming
and graceful strands. Creativity will over run our need for security and gentle pairings of
blackened metals and all natural materials: pearls, bamboo and recycled media will tone things
down considerably.
Pearls will be the big player as we see them with different eyes than ever before. They will
convey a sense of hope and simplicity with tones that will match anything in your wardrobe. If
the recession keeps us as consumers from buying everything we want and making smarter
choices, we will have to go with what we can get the most mileage from. I know one very
positive thing: we needed this recession. We needed to correct the overdone hype and over-the-
top, crowded marketplace with designers that are not taking themselves too seriously! I
welcome the very simple, yet creative work that will be here for us this year.
Joyalukkas jewellery is an ISO certified jeweller which has won many awards
and recognition for its excellent business practices and skilled jewellery retailing. The most
recent being the Retail Chain of the Year and Best Single Store (Joyalukkas Chennai
Showroom) at the ‘National Jewellery Awards 2011” organized by the All India Gems and
Jewellery Trade Federation (GJF), it has also been recognized for being The Highest VAT
Paying Jewellery Group at the Kerala Gem and Jewellery Show organized by The Department
of Industries and Commerce, Government of Kerala.
Joyalukkas is renowned within its customer base for its commitment to choice,
quality, service, value and convenience. It is one of the consistently growing jewellery retail
chains in India. Joyalukkas is currently operating 23 jewellery showrooms across India. Plans
to open an additional 14 new showrooms are already in place, and Joyalukkas to complete the
expansion plans by September 2013. Joyalukkas showrooms offer a wide variety of jewellery
in Gold, Diamonds, Pearl, Platinum & Precious Stones. Some of the Joyalukkas showrooms
also feature silver jewellery and silver items.
Joyalukkas Group has always believed that people and the community within
which it operates are the cornerstones for its success and as such is actively involved in CSR
(Corporate Social Responsibility) activities across various states in India. Joyalukkas
consistently undertakes various programs to help the needy and encourage causes that benefit
the society. From building homes to helping flood victims when they require financial
assistance, the Group has always believed in being there when needed the most.
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HISTORY
It was due to his vision again that, Joyalukkas CSR (Corporate Social
Responsibility) efforts were given shape through unique business models. Such an effort is the
first of its kind taken up by any jewellery retail chain. For someone who has rarely –if ever –
based his decisions on the more modern management tools such as graphs, scales and
projections, Joyalukkas‘s meteoric rise is a role model of entrepreneurial grit and intuitive
enterprise.
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THE CORPORATE VISION
The management and staff of Joyalukkas here by commits to enrich the quality of life
by offering innovative life-style solutions backed by incomparable value-addition, adhering to
globally approved processes and norms. The very basic existence of the global conglomerate is
to achieve total customer delight by ornamenting and attiring the world. Our every business
activity reflects the commitment for sustainable growth, protection of environment, health and
safety of employees. Joyalukkas relentlessly focus on continual improvement, by setting and
reviewing quality and environmental objectives which is reviewed and is effectively
communicated throughout the organization and is made available to public.
The core values that we practice includes ‘Trust’, ‘Integrity’, ‘Respect’, ‘Service
Excellence’, ‘Team work’ and ‘Compassion’ during all our actions and deliverables.
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PRODUCT PROFILE
PRODUCT
JEWELLERY TEXTILE/APPARELS
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GOLD COLLECTION
DIAMOND COLLECTION
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1.4 DEPARTMENT PROFILE
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marketed in. spending on research is essential to direct the development of a product or
service and the development of communications messages necessary to acquaint potential
customers with the product or service, in still them positive feelings about the product or
service and motivate them to purchase.
One area that often creates the opportunity for jurisdictional disputes and other serious problems is
lead generation. In many instances, some component of the Marketing Department is responsible
for developing leads and then turns them over to the Sales Department. "Discussions" over the
timing and quality of leads are a top topic at almost all Sales-Marketing joint meetings. It makes
sure that planning and executions of plans are always coordinated, and that all programs are
integrated across both marketing and sales efforts.
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One of the major roles of a human resources department in a successful business
involves a lot of observation and analysis from behind the scenes. Indeed, the intelligence of the
human resources department often involves what can be equated to “crunching numbers.”
Compiling complex data and metrics that follow the performance of individual employees, as the
move through the workforce is an important task, which has helped human resources, work out
crucial solutions to inefficiency, wilting profit margins and more.
Due to the sensitive nature of human relations and the work that human resources
departments must carry out, discretion is a crucial element to this field. That’s because the
management of performance can often involve tough decisions such as choosing who to let go,
who to promote and who to hire. Keeping the decision making process behind closed doors is an
ethical practice that breeds the least amount of contention possible.
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4. DATA ANALYSIS AND INTERPRETATION
Interpretation: From the above table and figures reveal that majority of the gold
buyers are young people 48% of people are below 25 and 50% are between 25 and
40 and the rest are above 40
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4.2. Table showing gender wise classification
GENDER WISE
CLASSIFICATION Column1 Column2
Gender Frequency Percentage
Male 20 40
Female 30 60
total 50 100
Interpretation: From the above table and figures reveal that 60% of the gold
buyers are female and the remaining 40% are males.
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4.3.Table showing the marital status of people
4.3)
Interpretation: From the above table and figures reveal that 56% of the
respondents are single and 54% are married
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4.4. Table showing the educational qualification of the people
Interpretation: From the above table and figures reveal that 52% of the
respondents are degree holders and 24% are PG holders and 18% people are plus
two and 4% people are SSLC the remaining having other qualifications
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4.5. Table showing the occupation of the respondents
4.5.
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Interpretation: From the above table and figures reveal that majority of the respondents are
working in private sector and the next level of peoples is self employed. Remaining is in public
service and doing business etc.
4.6.
Interpretation: From the above table and figures reveal that 28% of the respondents having the
income of10-15 thousand per month and 26% people having 15-20 thousand and 24%are below 10
thousand 22% people are earning above 20 thousand per month.
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4.7. Table showing most preferred brands of the respondents
table showing most preferred
brand of the respondents Column1 Column2
Response frequency percentage
Joy alukkas 31 62
Kalyan 10 20
Josco 3 6
Bhima 5 10
Malabar gold 1 2
Chemmannur 0 0
Total 50 100
4.7.
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Interpretation: From the above table and figures reveal that 62% of the respondents prefer
joyalukkas and 20% prefer kalyan and 10% go with Bhima in remaining 8% Josco attracts 6% and
remaining 2% are with Malabar gold
4.8. Table showing the brand awareness of respondents through different Medias
4.8. Figure showing the brand awareness of respondents through different Medias
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Interpretation: From the above table and figures reveal that 38% of the respondents aware
about joyalukkas through T.V Advertisement and 30% by word of mouth and through news paper
16% know Joyalukkas 10% people knows joyalukkas through company branches and 4% with the
help of journals and 2% through internet
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Interpretation: From the above table and figures reveal that the respondents are mostly prefer
joyalukkas for buying gold
4.10. Table showing the different factors affects the consumers when buying gold
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4.10. Figure showing the different factors affects the consumers when buying gold
Interpretation: From the above table and figures reveal that the 48% respondents Buy gold
from joyalukkas because of the Quality provided by them and 26% because their brand name 20%
looking for the customer service remaining 4% go for reasonable price and 2% buy gold because
of the ambiance provided by joyalukkas
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4.11. figure showing the Response of the customers on customised products
Interpretation: From the above table and figures reveal that the respondents gets customised
products from joyalukkas
4.12. Table shows the response towards pricing of the products of Joyalukkas
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4.12. Figure shows the response towards pricing of the products of Joyalukkas
Interpretation: From the above table and figures reveal that the respondents are satisfied with
the pricing of the products of joyalukkas
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Interpretation: From the above table and figures reveal that the branding strategy of
joyalukkas is effective in the opinions of 74% people and 22% people impressed with the branding
strategy as they are responding as it is highly effective
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4.14. Figure showing the influence of promotional activities of different brands
Interpretation: From the above table and figures reveal that the promotional activities of
joyalukkas is effective among other jewellers with 80% lead
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Interpretation: From the above table and figures reveals the jewellery is the most recognised
category of joyalukkas
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Interpretation: From the above table and figures reveals that 80% of peoples are agreeing that
the product differentiation of Joyalukkas is effective
4.17. Table showing the response towards the location of the Joyalukkas
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Interpretation: From the above table and figures reveals the location of the company is
appropriate
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Interpretation: From the above table and figures reveals that pricing of the products are
effective by 86% of people’s opinion
4.19. Table showing the attracted branding techniques of Joyalukkas towards respondents
4.19. Figure showing the attracted branding techniques of Joyalukkas towards respondents
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Interpretation: From the above table and figures reveals that press advertisement has attracted
52% of the customers to Joyalukkas and 28% attracted by better customer service
4.20. Table showing important area to be concentrated to increase the brand image of Joyalukkas
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improving customer service 11 22
Total 50 100
Interpretation: From the above table and figures reveals that36% of people go with frequent
advertisement is the effective way to increase the brand image of Joyalukkas and 24% of people
agree with other sales promotion activities improve the brand image .22% of people are looking
for good customer service. Competitive pricing is matter for another 14% of people. 4% of people
explain to have focus on quality improvement
5. 1 SUMMARY
The research reveals that the customers are very much brand oriented in buying gold.
The survey reveals the importance of brand and how it helps to increase the sales.
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The study also reached that the gold market is highly volatile.
Customers have selected their most preferred brand as Joyalukkas because of their
customer relation and service offering to them and the brand endorsement etc.
Customers given more importance to the customized products and trendy designs of
jewelries.
The study reached that the customers are interested in buying gold based on many factors
such as Brand name, Services, Pricing, Advertisements etc
The survey reveals that most of the customers are brand loyal in purchasing jewelry items.
The study reveals that most of the customers prefer Joyalukkas as per their choices and
most of them are agreeing on the global recognition of the brand has attracted them.
The marketing strategies of Joyalukkas are very much impressed the customers of
Joyalukkas.
5.2 FINDINGS
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The brand positioning of Joyalukkas India Private Limited is effective. So it can be
concluded that the Brand positioning of Joyalukkas India Private Limited is good.
As per analysis
The survey revealed that the Joyalukkas brand has positioned well in the minds of the
consumers.
Most of the customers are attracted by the different promotional activities of Joyalukkas.
Peoples are interested in the services offered to them while purchasing jewelries.
Regarding the quality factors most of the customers have a good opinion of provided
quality by Joyalukkas
5.3 SUGGESTIONS
By introducing the trendy designs under different brands it creates a good brand
image.
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By giving importance to the consumers feedback
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Lack of response from customers & resistance was yet another factor that damped the spirit
of the researcher.
5.5 CONCLUSION
The survey reveals that the people are very much brand oriented when buying gold. The
company’s advertisement is directing to motivate people to buy products from it. The firm
should concentrate more on new trends and designs of products.
Brand positioning means creating an image of brand in the minds of consumers.
Joyalukkas do the same with different branding techniques. Through this study, it can be
identified that selected customers are agreed that the company treats them as the valuable
customers and they are delighted while purchasing gold from joyalukkas.The customers also
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prefer more exhibits of new variety products through advertisement. The presence of brand
ambassador and celebrities also greatly help in endorsing the product
The present study aimed to study the brand positioning of joyalukkas is effective among
the consumers and public. The branding is an important aspect in the development of any of the
organisation it has a greater importance in each person’s buying behaviour and lots of
opportunities are there to study the branding and positioning of the brands among the consumers
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