Integrated Marketing Communication Project on Reliance Jewels
INTEGRATED MARKETING COMMUNICATION PROJECT
On
RELIANCE JEWELS
Company Overview:
Reliance started its first branded jewelry retail outlet in Bangalore in Nov 2007. Reliance Jewels – the Jewellery format of Reliance Retail is currently focusing on competitive pricing to make a presence in the segment. The company, which claims to have a lower price tag compared to its competitors, plans to double its store count to 56 by the end of the year 2012.Having entered organized jewellery retailing in 2007, Reliance Jewels has 28 stores across the country including Kolkata, Mumbai, Delhi, Hyderabad, Pune, Ludhiana, Jamsedhpur and Cuttack.
Company Objective:
The objective is to improve the perception of Reliance Jewels in the minds of the customers and hence enhance the Brand Image of the company. As of now Reliance Jewels does not have a very good perception in the minds of the customers. They are more focused on giving heavy discounts to the customers, which does not make people think well about the brand. Jewels are luxury product and people are not very excited to purchase it by the sales promotion strategy. So in order to gain the acceptance amongst the customers the company has to come up with strategies that will help improving its brand image and hence establishing itself in the market. One strategy might be that the brand can host a “Jewelry Show” where it can display the will be able to attract some of the eminent personality from the fashion industry, more customers
Target Audience:
The characteristics of the target customers for Reliance Jewels are: Geographic Demographic Socio-economic : : : Bangalore Age : 25 years and above Marital Status: Married women Education : Graduate and above degree Occupation: Housewives & working professionals Income: 3,00,000 p.a & above. Personality: Gregarious, Ambitious VALS: Actualizers, achievers, experiencers
Psychographic
:
PR Objective:
The objective is to inform and improve the perception of
On
RELIANCE JEWELS
Company Overview:
Reliance started its first branded jewelry retail outlet in Bangalore in Nov 2007. Reliance Jewels – the Jewellery format of Reliance Retail is currently focusing on competitive pricing to make a presence in the segment. The company, which claims to have a lower price tag compared to its competitors, plans to double its store count to 56 by the end of the year 2012.Having entered organized jewellery retailing in 2007, Reliance Jewels has 28 stores across the country including Kolkata, Mumbai, Delhi, Hyderabad, Pune, Ludhiana, Jamsedhpur and Cuttack.
Company Objective:
The objective is to improve the perception of Reliance Jewels in the minds of the customers and hence enhance the Brand Image of the company. As of now Reliance Jewels does not have a very good perception in the minds of the customers. They are more focused on giving heavy discounts to the customers, which does not make people think well about the brand. Jewels are luxury product and people are not very excited to purchase it by the sales promotion strategy. So in order to gain the acceptance amongst the customers the company has to come up with strategies that will help improving its brand image and hence establishing itself in the market. One strategy might be that the brand can host a “Jewelry Show” where it can display the will be able to attract some of the eminent personality from the fashion industry, more customers
Target Audience:
The characteristics of the target customers for Reliance Jewels are: Geographic Demographic Socio-economic : : : Bangalore Age : 25 years and above Marital Status: Married women Education : Graduate and above degree Occupation: Housewives & working professionals Income: 3,00,000 p.a & above. Personality: Gregarious, Ambitious VALS: Actualizers, achievers, experiencers
Psychographic
:
PR Objective:
The objective is to inform and improve the perception of