CASE CASE STUDYSTUDY

GILI—THE MAKING OF A

SUPER BRAND1

GILI- A SUPER JWELLARY BRANDGILI- A SUPER JWELLARY BRAND

   

Some of Designs offered by Some of Designs offered by GILIGILI

IN INDIA the importance of goldIN INDIA the importance of gold

Traditionally, jewellery has either been purchased as an investment or for marriages.

As a savingsAs an investment vehicleSecond safest investment after bank

deposits.

India has about 25,000 licensed gold dealers

4,50,000 certified goldsmiths

Global market for Gems and Global market for Gems and JewelleryJewellery

World largest producer of Gold: South Africa

2nd in Gold: USA3rd in Gold: AustraliaWorld largest consumer of Gold: India2nd is: USA

Global market of Gems & JewelleryGlobal market of Gems & Jewellery

World largest producer of Silver: AmericaWorld largest producer of Platinum: South

Africa and RussiaWorld largest consumer of Platinum: USAWorld largest CONSUMER OF Platinum

Jewellery: China

Role of Value ChainRole of Value Chain

Jewellery manufacturing and jewellery retailing constitute close to 75% of the jewellery value chain.

Increasing trend of Gems and Increasing trend of Gems and JewelleryJewellery

With the emergence of the working class in the urban areas, with increased disposable income and changing fashion

Indian women is eventually beginning to look at jewellery as an accessory and as a reflection of her personality.

The Launch The Launch

Gili jewellery was established as a distinct brand by Gitanjali Jewels Ltd.- one of the india’s largest exporter of fine diamonds.

Gili was a logical extension of their business, for this research was conducted as a 4 city survey to find out:

What jewellery meant to the Indian buyer?What do they understand of diamonds?What do they think of branded jewellery?

Findings of the surveyFindings of the survey

It was found that the country was not ready for this idea and that branded jewellery would not work.

Main problem faced by companyMain problem faced by company

Product ready but did not have a channel of distribution.

Solution of the problem adopt by Solution of the problem adopt by company for thiscompany for this

Traditional jewellers were approached.Shoppers stop was approached.

What Gili wantWhat Gili want

A unique display for their offerings.

The first Gili AdvertisementThe first Gili Advertisement

Gili approached card member database of Citibank. But response was only 2%.

Gili thinks that Diwali will be a good time for a promotion but at that time local jewellers also offered various schemes. At last that idea become fail.

At last Gili decided to tap VALENTINE DAY as a promotion for their product.

If it is Valentines Day…. It must be If it is Valentines Day…. It must be GiliGili

Gili conducted a survey among 100 female students in a few colleges in Mumbai city.

The aim was to find out what they like to receive as Valentine’s Day Gift.

Result of the surveyResult of the survey

The first choice was a card and a rose.Second was a soft toy.Third was jewellery.

Marketing Strategy used by Gili Marketing Strategy used by Gili here here

Gili came up with a unique package of a card and a teddy bear with a rose bud, which opened to hold a piece of Gili diamond studded jewellery.

Result was mind blowing.

Gili brandsGili brands

Gili CompetitorsGili Competitors

Tanishq- a brand of Tata GroupOrra- The blue Rosy Blue GroupEstelle – a product from Canada based

Normak fashions

Every Gili has a story………….. Every Gili has a story………….. What’s your story.What’s your story.