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.