diamond project

7/30/2019 Diamond Project

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MARKETING PROJECT"A Diamond is forever."

AR JEWELERS

Presented to: SIR QAISER FAREED

Presented by: ABDUL RAHMAN

M.Com (F09) 1st

Semester, Morning.


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CONTENTS

Executive Summary

Nature of the Product

About AR JEWELERS

Objective of the company

Vision statement

Mission statement

About Diamonds

Natural history of diamonds

Properties of diamonds

Optical properties

History of Diamond Jewelry

The 4 C'S

Marketing concept

Marketing environment

i. PEST analysisii. SWOT analysis

Marketing mix

Consumer market

Business market

Market segmentation

Target market


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Positioning Statement

Market research

Market situation


Product features

Classification of jewelry

Trends of Diamond market

Business plans & strategies

i. BCG matrixMarketing plans & strategies

Distribution techniques

Promotion modes

Conclusion

References


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Executive Summary

AR JEWELERS are the sole distributors for the diamond product lines. We have members

from backgrounds of finance, marketing, entrepreneurship, information technology, human-computer interaction, computer science and biology. With our diverse background, we are

confident that we can market and exploit the full potential of the diamond industry in Pakistan.

After an analysis of the history, current market and company situations, we conducted a survey

in which we targeted potential consumers to verify our hypothesis of diamonds. In accordance

with our hypothesis, we surely found that consumers were very aware of the diamonds. Also, wefound that consumers took into consideration the issue of conflict diamonds when purchasing.

About AR JEWELERS

My company name is AR JEWELERS, Manufacturer and Exporter of Diamond Jewelry.

"A Diamond is forever."

Objective of Company

The objectives of the AR JEWELERS are to:

Promote the world diamond industry.

Develop and protect the diamond trade and industry. Encourage scientific research related to diamonds.


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Support recruitment and training within the diamond industry.

Vision statement

We focus on unlocking the full economic value of our leadership position across the Pakistan, in a safe

and sustainable manner.

Mission statement

To turn diamond dreams into lasting reality-------------------We want to make every female beautiful.

About Diamonds

Diamonds were discovered in 1859 on the Northern Cape of South Africa. Since then, diamonds

have become extremely popular with the increased supply and the advancing technology that

enabled exquisite cutting and polishing finishes. Diamonds are natural gems that can only be

harmed by other diamonds and a few others stones. Given all these factors, diamonds have

become a true luxury good and AR JEWELERS was able to embrace this luxury market.

Natural history of diamonds

The formation of natural diamond requires very specific conditionsexposure of carbon-bearing

materials to high pressure, ranging approximately between 45 and 60 kilo bars, but at a

comparatively low temperature range between approximately 9001300 C. These conditions are

met in two places on Earth; in the lithosphere mantlebelow relatively stable continental plates,

and at the site of a meteorite strike. Diamond jewelry has been valued and worn throughout most

of recorded history, although the art and science of cutting loose diamonds is relatively new -

and diamond jewelry has only been available to the general public for the last 150 years or so.

Prior to that, diamond jewelry was worn almost exclusively by royalty. The earliest example ofdiamonds being placed in a setting dates from the time of the Norman Invasion of England; at

that time, one of the Arpad kings of Hungary, possibly Andrew I, had rough-cut diamonds set

into a crown for his queen. However, cut diamonds would not be available for another half-millennium.

The mid-1500's were an energetic time; Martin Luther of Germany and Henry VIII of Englandhad broken with the Church of Rome; Ivan IV (the Terrible) expanded Russia to its present-day

borders, and Ottoman sultan Suleiman extended the Turkish empire as far west as Vienna. It was

during this time of ferment that the first diamond-cutters' guild was formed in Antwerp, locatedin present-day Belgium. An industry soon developed for the purpose of appraising loose

diamonds, giving birth to the modern diamond jewelry market. Antwerp continues to be the

center of the international diamond jewelry trade.

Properties of diamonds
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The desirability and attraction towards diamonds is due to the unique physical and optical

properties they possess. In their natural, uncut state, a handful of diamonds might resemble a

handful of dull gravel. The role of the cutter in releasing a diamond's beauty therefore is highlyimportant. Please find more details on this in our section on cut.

Physical propertiesDiamonds are the hardest naturally occurring substance known to man. Their hardness is due to

the way in which the carbon atoms bond to create its crystal structure. This allows a diamond to

achieve a higher level of polish, which gives it greater lustre than any other gemstone. It alsoallows it to withstand abrasion. The fact that diamonds are so physically resilient makes them the

perfect substance to use for industrial purposes, such as drilling.

Optical properties

When we describe the appearance of diamonds, we often refer to the high levels of 'brilliance'they display. This term describes the stunning effect of reflected light accompanied by a variety

of colors that we see when a well-cut diamond catches the light.

History of Diamond Jewelry

The name diamond is derived from the ancient Greek. Diamonds are thought to have been firstrecognized and mined in India, where significant alluvial deposits of the stone could be found

many centuries ago along the rivers Penner, Krishna and Godavari. Diamonds have been known

in India for at least 3,000 years but most likely 6,000 years.

Diamonds have been treasured as gemstones since their use as religious icons in ancient India.Their usage in engraving tools also dates to early human history. The popularity of diamonds hasrisen since the 19th century because of increased supply, improved cutting and polishing

techniques, growth in the world economy, and innovative and successful advertising campaigns.

In 1813, Humphrey Davy used a lens to concentrate the rays of the sun on a diamond in an

atmosphere ofoxygen, and showed that the only product of the combustion was carbon dioxide,

proving that diamond is composed of carbon. Later, he showed that in an atmosphere devoid ofoxygen, diamond is converted to graphite.

The most familiar use of diamonds today is as gemstones used foradornment, a use which dates

back into antiquity. The dispersion of white light into spectral colors is the primary gemologicalcharacteristic of gem diamonds. In the twentieth century, experts in gemology have developed

methods of grading diamonds and other gemstones based on the characteristics most important to

their value as a gem. Four characteristics, known informally as the four Cs, are now commonlyused as the basic descriptors of diamonds: these are carat, cut, color, and clarity. A large,

flawless diamond is known as a paragon.
http://en.wikipedia.org/wiki/Greek_languagehttp://en.wikipedia.org/wiki/Alluvial_deposithttp://en.wikipedia.org/wiki/Penner_Riverhttp://en.wikipedia.org/wiki/Krishna_Riverhttp://en.wikipedia.org/wiki/Godavari_Riverhttp://en.wikipedia.org/wiki/Iconhttp://en.wikipedia.org/wiki/Kingdoms_of_Ancient_Indiahttp://en.wikipedia.org/wiki/History_of_the_worldhttp://en.wikipedia.org/wiki/Humphry_Davyhttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Carbon_dioxidehttp://en.wikipedia.org/wiki/Adornmenthttp://en.wikipedia.org/wiki/Dispersion_%28optics%29http://en.wikipedia.org/wiki/Spectral_colorhttp://en.wikipedia.org/wiki/Gemologyhttp://en.wikipedia.org/wiki/Carat_%28mass%29http://en.wikipedia.org/wiki/Paragon_%28diamond%29http://en.wikipedia.org/wiki/Paragon_%28diamond%29http://en.wikipedia.org/wiki/Carat_%28mass%29http://en.wikipedia.org/wiki/Gemologyhttp://en.wikipedia.org/wiki/Spectral_colorhttp://en.wikipedia.org/wiki/Dispersion_%28optics%29http://en.wikipedia.org/wiki/Adornmenthttp://en.wikipedia.org/wiki/Carbon_dioxidehttp://en.wikipedia.org/wiki/Oxygenhttp://en.wikipedia.org/wiki/Humphry_Davyhttp://en.wikipedia.org/wiki/History_of_the_worldhttp://en.wikipedia.org/wiki/Kingdoms_of_Ancient_Indiahttp://en.wikipedia.org/wiki/Iconhttp://en.wikipedia.org/wiki/Godavari_Riverhttp://en.wikipedia.org/wiki/Krishna_Riverhttp://en.wikipedia.org/wiki/Penner_Riverhttp://en.wikipedia.org/wiki/Alluvial_deposithttp://en.wikipedia.org/wiki/Greek_language


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When it comes to history, diamonds have a very long and fascinating record as one of the most

intriguing gemstones on the planet. You may be familiar with the term, Diamonds are Forever,

made popular by the De Beers advertising campaigns and for good reason. Forged billions ofyears ago, long before dinosaurs roamed the planet, they have survived the forces of nature to

reach us. They have been used throughout the ages as bearers of mystic powers and incredible

beauty. Through the centuries they have been revered and admired by many civilizations.

Part of the credit for the almost mythical reverence to diamonds throughout the years belongs to

the fact that these beauties are quite rare in their most sought after gemstone quality form. Not

only are these diamonds rare in numbers but also in the number of skilled artisans that cancomplement their exquisite beauty.

Diamonds are the hardest of precious stones. The word diamond itself is a derivative of the

Greek word Adams, which means unconquerable. It is the undiminished beauty of diamondsthat has made them so highly prized throughout several centuries. This does not mean that a

diamond cannot be damaged only that they are difficult to damage requiring a very precise strike

in an exact location in order to damage the surface.

It is believed that the first diamonds were discovered nearly 3000 years ago in India. They were

considered valuable because of their ability to refract light and were used as either decoration or

as talismans - for protection and warding against evil.

During the Dark Ages, diamonds were believed to hold medicinal value. There were instructions

that those suffering illnesses or having wounds should hold a diamond in the hand and make asign of the cross for healing. Some even believed that ingesting diamonds could assist in

recovery (and even a cure) from various illnesses.

As time progressed into the Middle Ages, diamonds were more often viewed as items of valuerather than items of mystical healing powers. As a result of the growing demand and value of

diamonds, mine owners began spreading rumors that diamonds were poisonous if swallowed.

This prevented workers in the mines from swallowing the diamonds for the purpose ofsmuggling.

Today, India suffers from a relatively depleted supply of diamonds. Smaller finds have beendiscovered in Borneo and Brazil, though nothing as significant as those reserves once found in

India.

Diamonds were discovered in South Africa by a child playing with brightly colored stonesby ariver in 1866. One of the stones was recognized to be a diamond and the gem cut from it was

appropriately named "Eureka". This created a massive diamond rush and the start of a new

beginning for diamonds. Diamonds mined in South Africa still continue to make up a large

percentage of the worlds diamond jewelry, though there are gem quality diamonds that arebeing discovered all the time in other countries around the world.

More recently, Australia has become a contender when it comes to the production and mining ofexquisite gem quality diamonds. Other countries for diamond mining include Africa, Canada,
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Russia, and South America in addition to those mined in Australia.

One thing that is worth noting is that the vast majority of diamonds discovered around the worldare not gem quality stones. In fact, only about one fifth of the diamonds that are mined are

diamonds that are considered to be gem quality. Those that are not considered to be gem quality

are used for drilling and similar applications. Diamonds are not all clear eitherthe stones comein many colors; the least common of the colors red. They are very rare. Colored diamondscommand huge prices and are highly prized by collectors.

Diamond rings are today considered to be a token of love, particularly when given to one by asuitor. The tradition ofdiamond engagement ringsbeing used for engagements is believed to

have begun well. The wearing of a diamond ring on the ring finger, or fourth finger of the left

hand, is derived from the ancient Egyptians. This tradition is still practiced today, much like the

giving of a diamond ring as a symbol of engagement and true love.

Most people associate the wearing of diamonds to rings for engagement to be married. There are

plenty of occasions that warrant diamonds and diamond pendants, diamond bracelets anddiamond earrings make excellent choices for marking a special occasion or memorable life

moment. Remember, diamonds have for quite a while been (and will certainly continue to be) a

girls best friend. Any celebration that is cause for joy is an excellent occasion for a gift of

diamonds.

Among such occasions to be considered are: a girls sixteenth birthday (or any other birthday

that you deem to be special), the birth of a child, religious milestone events, personalachievements, holiday gifts etc. Perhaps the best reason of all to give a woman the gift of a

diamond is just because. If you have a special person in your life, whether its a lover, a wife, a

sister, a daughter, or a mother - you can rest fairly well assured that a diamond makes an

excellent gift for almost any occasion.

Before you considerbuying a diamond, it is important to understand the four Cs. They are

excellent indicators of the value of the diamond. For those who are not familiar with the four Csof diamonds they are: color, clarity, cut, and carats. You will want to consider each of these

when selecting a diamond to make sure your investment will stand the test of time and hopefully

become more valuable over the years. The more spectacular the occasion, of course, the morestunning you will want your diamonds to be. Of course you will want to keep in mind your

budget, your setting, and the metals that will be used in conjunction with the piece of jewelry

you are creating or purchasing. Each of these will have an impact on the finished product. Good

choices for diamonds are 18ct gold or platinum. In recent years platinum has become the choicefor diamond jewelry as the metal is very hard and durable complimenting the gemstone

properties.

When purchasing diamond jewelry, it pays to do your research ahead of time. Thanks to thegrowth of ecommerce on the internet, you will find that the prices of diamonds these days from

one jeweler to the next are rather competitive. Better quality at better prices can now be found

online instead of in the high street. Another thing to consider when buying your diamonds iswhether or not they are conflict free. Conflict free diamonds are diamonds that do not lead to
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the funding of wars and that are not mined under conditions that are deemed unethical by the

Kimberly Process. Always insist on Conflict Free diamonds from your jeweler.

Enduring, romantic, magical. Diamonds continue to captivate and enchant as symbols of hope

and great expectations for the future. Enjoy.

The 4 C'S

The gems that are used in diamond jewelry is 75% science and 25% art. Together, these make up the "4

Cs" that are used to evaluate loose diamonds:

1. Carat2. Color3. Clarity4. Cut1.

Carat

The carat is a standard unit used to measure diamonds. One carat can also be referred to as 100points. For example, if a stone is carat, it can also be described as 50 points.

2. ColorWhile most diamonds appear white, virtually all of them display barely-there tints of color. The

color of a diamond is measured by the degree to which it approaches colorlessness.

3. Clarity

Whilst a diamond is forming, tiny traces of minerals and gases may have become trapped inside.


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These are called "inclusions". The clarity grade of a diamond is determined by the presence, size

and positioning of these inclusions.

4. CutThe quality of the cut is very important. It determines how well the diamond catches the light.

Although we generally think ofclear or white diamonds, they come in a wide range of colorsranging from crystal-clear white to dark amber. Pink, green, blue and even purple diamonds are

not unusual, and some are far more valuable than their white counterparts. Clarity refers to just

that - how clear the stone appears. All natural and artificial diamonds have internal flaws; thefewer or the less apparent these flaws are, the higher the appraisal is likely to be.

These three qualities are objective, and easily measured and quantified. Cut is a more subjective

quality; selecting gems that are appropriate for use in diamond jewelry requires a good eye andaesthetic sense. Of course, loose diamonds are not really jewelry until they are placed in a

setting, such as a ring or necklace. Even the finest diamonds' value can be affected by the setting;

it is a value-added aspect of diamond jewelry.

Which of the 4C's are most important for our Customers?

The beauty and value of a diamond are dependent on a combination of all 4 factors. There is no

straightforward answer to this question, as it comes down to a matter of personal taste. For manypeople size is the most important consideration and so they will buy the largest diamond they can

afford. Others may feel more strongly about quality, and so are prepared to sacrifice some size so

as to afford a stone of exceptional color and clarity.

It is clear that women should think of diamonds, regardless of size, as objects of perfection: a small diamond could be asperfect as a large diamond.

Marketing concept
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The entire jewelry is made allergy free. Concepts are made of surgical stainless steel with 30miles of pure 24 karat gold, 10 times more gold than most other plated jewelry lines available.

This is to achieve their fine jewelry finish. The finish of Concepts Earrings lasts for decades;whereas the finish on other products can change within months, especially with women who

have high acidic skin, which is often the case with sensitive women.

Base metal fashion earrings are often nickel plated prior to plating with gold. This layer of nickel

allows the gold to hold onto the base metal. On some nickel free earrings, while the casting of

the front is nickel free, and the posts are often "nickel free cast" or surgical steel, the methodused in the joining of the fronts and the backs can cause irritations. With Concepts, we make sure

that all parts that touch the ears are completely allergy free.

There is nothing more chic or extravagant than diamond jewelry. Known as the most precious of

all stones, the diamond has an undeniable symbolic value in our modern society. The concept

that "diamonds are forever" has undoubtedly boosted the sales of diamond jewelry. The

marketing concepts surrounding diamond jewelry are in fact extremely well defined. The

relentless marketing of diamond jewelry and the conceptualization of the diamond as the

appropriate wedding stone-these originate from clever tactical choices made by AR

JEWELERS.

Diamond jewelry can come in a variety of shapes and sizes. The classic piece of diamond

jewelry is undoubtedly the diamond ring, especially famous for its role in traditional marriageceremonies. The diamond necklace is no less famous a piece of diamond jewelry: wearing one

signifies a high social standing and a great amount of glamour. It is important not to let your

diamond jewelry get to your head: relating to the every man is more important than the glitz of

owning a diamond necklace, brooch, or ring.

The sparkling effect of a piece of diamond jewelry is pretty much. Synthetic diamonds and

crystal glass imitations have made diamond jewelry available to those with lower budgets aswell: what people don't know can't hurt them. This means the look that comes with a piece of

diamond jewelry is available to almost anyone who desires it-not just the rich and famous.

1. Our product is customer oriented because of mass customization of jewelry and goodrelationships with all our customers.

2. We provide best quality to all customers.3. By providing the mentioned above qualities we can meet our organizational objectives.

Marketing environment

Wecan judge our macro environment by PEST analysis.

1. POLITICAL environment of PAKISTAN is good for this business.2. ECONOMICAL our product is cheaper than existing suppliers.3. SOCIAL our society is fan of diamond jewelry.


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4. TECHNOLOGICAL our jewelry is made on machines and plants and it is very goodaccording to durability.

Recently, there have been several issues surrounding synthetic diamonds. Through our new

marketing strategies, we would like to implement the awareness of cultural versus synthetic

diamonds. Currently, there are no regulations on the production of synthetic diamonds. Thiscould potentially affect the sales ofAR JEWELERS natural diamonds. This is why AR

JEWELERS must act quickly and implement our marketing plan quickly, before synthetic

diamonds become popular.

We can judge our micro environment by SWOT analysis.

1. STRENGTHS No competitor.

We are new in market. Good financial position. Unique product. Good designers of jewelry. Able to influence prices when selling to manufacturers.2. WEAKNESS Less competitive edge. New entrants in market. Luxury item. Low brand recognition by consumers. Association with conflict diamonds. High production costs.3. OPPORTUNITIES Introduce our product at lowest rates. New packages for brides. We can set the trend of buying and wearing diamonds. Computerized machines for making jewelry. New available markets explorations in Europe, Middle East and Australia. Can increase brand recognition by marketing.4. THREATS Our rivals can pressurize us by giving us threats.


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Another threat is decline in the prices of existing market of jewelry. Sudden slump in prices of diamonds. Increase entry of competition. Association with conflict diamonds. Synthetic/Cultural Diamonds.

Marketing mix

1. Product2. Price3. Placement4. Promotion1. Product

Product differentiation was a key concern for AR JEWELERS which has developed product,

sales training and marketing for the campaign. Thats why, for example, the AR JEWELERSdesign specifications call for at least four diamonds, because three stones would automatically

put the pieces within the realm. But, overall, the AR JEWELERS design specs are meant to besimple and no constraining.

Firstly, the general product that AR JEWELERS offers is one of excellent quality, so we donot want to change the basic product. AR JEWELERS to imprint a small logo into the

diamond that can only be viewed with an eyeglass. This will be a very subtle but effective

strategy in branding AR JEWELERS diamonds. When consumers purchase a diamond they

will know who produced their diamond and eventually we want them to associate the imprintedlogo with the excellent quality that only AR JEWELERS offers.

2. PriceWe do not intend to change the price of the products because diamond prices are subject to

market conditions and contracts that we cannot alter.

But, our price is cheap in comparison of existing market competitors, because we are new in

market, and this is the way to achieve maximum market share and market hold. So, one can

easily afford, buy & wear it.

3. PlacementTodays consumers are tired of ho-hum browsing at retail stores. They seek dynamic, interactiveretail experiences that stimulate their senses and touch their hearts. So it is imperative for

jewelers to connect AR JEWELERS diamond jewelry to couples personal love stories, rather

than just showcase product. Our distributors are ready at every place in the Pakistan in every bigcity. We are ready to sell our product.


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The current situation is extremely profitable for AR JEWELERS and is the most risk adverse

distribution channel as each purchaser of diamonds is bound by contract to continue to purchase AR

JEWELERS diamonds jewelry for a set amount of time and at any price.

4. PromotionAn all-inclusive advertising approach is the best way to create an effective marketing campaign,say retailers, and the Diamond Promotion Service and suppliers are ready to provide a potent mix

of ingredients, with comprehensive promotional packages that include ad slicks, direct-mail

pieces, radio scripts and TV commercials.

Another channel we plan on using to increase AR JEWELERS brand knowledge is through the salesforce. We intend to provide incentives for salespeople to mention to customers that a particular

diamond jewelry has been produced by AR JEWELERS. We want consumers to be aware ofAR

JEWELERS as the premium diamond jewelry producer, so if they hear about AR JEWELERS

more and associate the company with excellent quality, then they will believe that AR JEWELERS

diamond jewelry is the best diamond to purchase.

Consumer market

1. Organize ContactsWe are to be able to get back in touch with our customers again to be able to market and sell to

them. We maintain a centralized database to organize names, addresses, and phone numbers.

Keep track of purchase histories and interests.

2. Collect InformationDepending on our business, there are a variety of ways we can collect customer data such as

sign-up sheets, website forms, postcards, and so on. We are creative - use free offers, VIP

programs, and contests to provide incentives.

3. Regularly CommunicateWe find methods to stay in regular communication with our customers. Ideas include a

newsletter, holiday cards, coupons, and special offers. For some times, it may work to take aclient out to lunch or send a hand-written note. And, don't forget the telephone!

4. Offer ProofWe provide case studies and testimonials to show how we have helped other customers. In our

communication, we can provide helpful information, offer seminars, and provide useful tips tokeep your business on the top of your customers' minds and to remind them of how your

company can help them.

1. Testimonials Sell


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For word-of-mouth, there is no one that can sing our praises like a satisfied customer! Nothing

speaks louder to a potential customer that a peer. We ask for testimonials. Post this on website or

feature them in our newsletter.

2. Cross-sell and Up-sellWe make sure customers know the entire range of your products or services. Once our customer

is in your sales funnel, they are much more likely to buy larger-ticket items from us. Based on

their past buying habits, offer them the deluxe model, more options, or premium services.

Business market

We import diamonds from India. We resell diamonds to other suppliers as well as we sell the

jewelry. We are registered importer and manufacturer of diamond and its jewelry. We are

providing you best of our services.

In our business market first we are capturing Pakistan and its major cities because there are no

sufficient suppliers of diamond jewelry in the state.

We have a plan about international market after capturing and succession in Pakistan. We build a

good buyer customer relationship and we believe on Customer Relationship Management

(CRM).

Market segmentation

We make segments:

Young generation (specially girls). Women (specially married). Parents of young daughters. Fiances & spouses.

To the new generation, a diamond ring is considered a necessity to engagements

by virtually everyone.

Target market

We target the male and female those love diamonds. We also target the females, ever loves

jewelry.

With the recommended plan, we hope to target the individuals in the exploration regions. We want to

continue to target the online market with the current trend as well as the women to continue the

women as self-buyers trend in the region. With some of our proposed plans, we hope to target highly


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fashion conscious individuals. Also, we believe that the target will continue to be in the age range of the

buyers.

Positioning Statement

For high fashioned individuals who are brand conscious, we offer the highest quality diamonds because

we hire employees who care about the stories that each diamond has to tell.

Market research

In the view of our research we make decision charts for diamond jewelry:

Is this business good?

PERSONS/GRADE GOOD BEST BAD UNSUCCESSFUL

MALE 20% 75% ----- 5%

FEMALE 15% 85% ----- ------

COUPLES 82% 13% 2% 3%

Is there need of good diamond jewelry in your home town?

PERSONS/GRADE YES NO

MALE 85% 15%

FEMALE 95% 5%

COUPLES 90% 10%

Do every female like to buy diamonds?

PERSONS/GRADE YES NO

MALE 95% 10%

FEMALE 98% 2%

COUPLES 97% 3%

Would you purchase a synthetic diamond instead of a mined diamond if it were cheaper?


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Has the conflict diamond controversy deterred you from purchasing a diamond?

Market situation

There are two major trends occurring in the diamond industry that will affect AR JEWELERS.

First, there is a shift towards online shopping, and secondly, women are becoming self-

purchasers.

Consumers are becoming increasingly comfortable spending large amounts of money online. In

the past, people have liked to know and trust their diamond salesman and buy their jewelry with

a personal experience in a jewelry store. But now, we are able to purchase so much online, why

not buy diamonds online as well?

The second trend in the diamond industry is that women are becoming self-purchasers. Perhapsthe combination of womens rise in the workplace and the RightHand Ring campaign by AR

JEWELERS, women will empowered and encouraged to buy jewelry to celebrate among

themselves. This shift will great for the industry because self-purchasing women are another

segment to target diamonds towards, which can only lead to more sales.


The diamond jewelry is luxurious in nature. Only rich persons can buy and wear diamond

jewelry.

Featuring at least four fiery diamonds that graduate in size to represent how love is a journey that

grows stronger over time, the Diamond Trading Co.s new gift of love, Journey diamond

jewelry, is poised to surpassthe success of the Past Present Future campaign when it reaches consumers this month.

Product features


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1. CirclesCircle pieces, like this necklace from AR JEWELERS should pique interest, especially amongdesign-driven consumers.

2.

Curves/vines

The curve or vine, as seen in this necklace from AR JEWELERS has great potential as one of

the most unique Journey motifs.

3. DropsThese drop earrings from AR JEWELERS clearly communicate the Journey concept. Almost

all variations are well-liked by consumers.

4. HeartsAR JEWELERS offers an opportunity to reinterpret this classic shape. Men, in particular, love

the designs, like this one from Prestige Jewelry International.

5. LaddersLadders are the Journey pieces consumers may already know. The graduated diamond style, as

seen in this necklace from Diamond Direct, is impressive.

6. ZigzagsAR JEWELERS zigzag designs, as seen in this necklace from us. These make a strongimpact on consumers.

Classification of jewelry

Six styles

Circles Curves/vines Drops Hearts Ladders Zigzags

Trends of Diamond market


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Recently small, branded diamond Jewelry products are seen exchanged in the gifting industry.Our brand is playing a major role in propelling growth in the diamond jewelry industry. Our

products are developing consumer confidence with their assurance of quality. Our cater to varysegments at different price points and new collections of the season are seen with the very

coming festival. Particularly remarkable is the huge boom in the demand for diamond studded

jewelry in the corporate segment. Within overall jewelry sales the diamond segment accounts foraround 60% - 75% of the total sales in the country.

The products seen to be most saleable as gifts include small heart shaped diamond pendants,spiritual pendants, colored diamond jewelry, small bud earrings etc. Rings are also considered

while gifting but they face the problem of size however delicate rings of standard size are also

seen to be a part in our gifting product range.

Business plans & strategies

In our planning we make a BCG matrix:

RINGS

50%

BREASLETS

15%

Sales

1st star

2nd cash cows

3rd question marks4th dogs


20/21

EARRINGS &

PENDANTS

30%

SETS

5%

In our view we make strategy for our business that we capture domestic market first andinternational market on second.

Marketing plans & strategies

The diamond inventionthe creation of the idea that diamonds is rare and valuable, and are

essential signs of esteemis a relatively recent development in the history of the diamond

trade.

The diamond as a symbol of love strategy was particularly important for several reasons. First,they marketed for the entire diamond industry, instead of forAR JEWELERS themselves. Atthe time, they held a monopoly over the diamond industry in Pakistan, so marketing for the entire

industry did not help any competitors, but in the future, it became a problem. Second, AR

JEWELERS managed to create the illusion that diamonds are rare by selling them at very high

prices and marketing them as a special occasion purchase when in fact, diamonds are not rare.Finally, by marketing diamonds as a symbol of love, they started the tradition of diamonds being

given as an engagement ring.

Our marketing campaign that has permeated our culture convincing every woman that she shouldreceive a diamond ring from her fianc and convincing each groom-to-be to pay "two-months

salary" for that ring to show how much his love is worth.

Constant publicity is our key to success in the promotion of our product.

Diamond Marketing provides a compelling advantage and clear value to us and to our clients byplanning and implementing the critical client-side high-tech marketing tasks that no one else

wants to do. We offer a comprehensive range of professional services to help customers in their

quest for growth with a fresh and innovative approach. We also provide after sales services toour customers.

Our company also provides strategic planning, database marketing, e-marketing, and list

management solutions. Strategic market planning, market research, detailed target and segmentmarketing, product agreement, cross-organizational integration, and messaging/positioning to

ensure that our company is ready to go to market...and doesn't waste time and money. We've

always been on the client side, so we understand intimately the internal pressures and challenges

companies face. For less and quicker, we know what needs to get done so that company gets to

revenue faster.

Distribution techniques


21/21

We distribute our product as individual suppliers no whole seller & retailer is required. We are

the sole distributers. Our product is available only on our outlets & selected shopping malls.

Online selling is our one of the preference.

Promotion modes

Broachers Media Newspapers Electronic media Internet advertisement Promotion programs