kalyan jewellers
Post on 02-Jul-2015
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Kalyan Jewellers
Largest jewellery chain in India.
Headquarter – Thrissur, Kerala
Chairman and MD – T.S. Kalyanaraman
Holding company – Kalyan group
Establishment – In 1993 at Thrissur
SEGMENTATION: Women
TARGETING: Upper middle class & High class
POSITIONING: As a Royal Brand
EARLIER NOW
POPULARITY – High
MUSIC – Traditional
WOW MOMENT – When she walks and opens the door
BRAND OWNER – Kalyan Group
Old ad was concentrated on full jewellery
New ad concentrates only on Bangles
Advertising Agency : Nethra PUSH Advertising
Advertisement Mix :
Hoardings
Television
Magazines
Newspaper
Advertisement budget : High (Rs. 900 million)
Varieties of Jewellery
Information about which type of gold should we purchased
Price should not be considered, Quality should be considered
Self
actualization
Esteem Needs/
Ego Needs
Social Needs
Safety Needs
Physiological Needs
POWER
AFFILIATION
ACHIEVEMENT
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