BBA-III Shivaji University, Kolhapur

BBA-III Shivaji University, Kolhapur

CHAPTER-1INTRODUCTION TO THE STUDY

1.1 Introduction Now a day there is competition in the world. So every organization try to improve their productivity through various marketing programmes and such programmes helps marketers to achieve the organizational goals .They advertise their product in market for improving their profit and they give satisfaction to their customers. In fast change, marketing management has to meet challenge of managing the change achieve progress and prosperity through marketing innovation. Hence integrated marketing planning strategy will be the survival of free enterprises system. Most of the time, the success or failure of marketing is solely attributed to either product quality or product price or advertisement or delivery or distributing system. Actually good quality reasonable price, efficient distribution and delivery .As well as attractive and effective advertising and publicity collectively produce a favourable and positive impact of the product in the market which is resulted in good and increasing product sale. Actually utility of marketing mix lies in motivating and inducing the buyers to purchase our product. Such as marketing mix make such a fantastic combination of product, price, place and promotion. That it leads to the successful marketing. Marketing mix helps the company to sharpen it is marketing efforts it direct the company how it can provide and increase the satisfaction of customers. Jewellery product, jewellery price, jewellery place and jewellery promotion which are the four basic elements of marketing mix are all countable variable Marketing mix blends all marketing efforts which relating to product, Price, place and promotion an appropriate combination of the leads to marketing success and satisfaction. Similarly the customer also does not merely look for quality or economical price or easy availability. On the other hand the customer wants a product with a better quality, having a reasonable price and easy and availability. A good marketing mix is the need for an effective strategy of marketing. Now a day companies pay more attention for a developing a suitable and superior marketing mix. In todays marketing world jewellery design most important India is a cultural inheritance country. So demand of traditional jewellery is increases. If high rate of jewellery, also people are purchased because that gives them satisfaction and give one type of property. So jewellery market as also increases thats why India import the gold buying and gold jewellery has always been a traditional in India . Now carry this golden legacy forward by buying gold jewellery at the lowest prices a waste collection of traditional gold jewellery as well as modern and contemporary design. Best craftsmanship choose gold jewellery as per the occasion be it weddings, festivals, investments or for gifting.

1.2 Objective of the study 1. To understand the concept of marketing mix1. To study the customer opinion towards advertisement methods of R.B.BHOSALE JEWELLERS.1. To study advertising strategy of jewellers1. To study about maintain customer relation.1. To study the effect of 4 Ps in marketing on sales and profit of jewellery.1. The application of the 4Ps of marketing mix to R.B.BHOSALE JEWELLERS.1. To study the promotional tools used by the R.B.BHOSALE JEWELLERS.

1.3 Significance of study Marketing is the only tools which satisfy human wants by providing essential products at essential price. So, to go for marketing it is necessary to know the marketing mix and also to adopt them for effective marketing so the study of marketing mix is very important. The physical and human resources are always limited and therefore every company has to make their allocation among. different functions and activities judiciously and prudentially this can be done with the help of purpose of project Smooth and better communication.

1.4 Research Methodology A study of marketing mix with reference to R.B BHOSALE JEWELLERY title contains term marketing mix.

Data collection The study involves collection of important from the available sources methodology. The collection of data is divided into two groups 1 Primary data 2 Secondary data

1. Primary data:- Primary data is the first hand information which is being collected by the researcher or assistant is called primary data. Primary data .can be collected ether through direct communication with researcher in one form another or personal interviews in the organization.

1. Information collected from jewellery shop manager1. Questionnaires1. Interview

2. Secondary Data:- When the investigator himself does not collected any data .But uses the data which has been collected by other then it is called secondary data .It is second hand data not original but borrowed data collected through.1. Newspaper1. Books1. Internet1. Magazines

1.5 Scope of study The area of study is limited only to R.B.BHOSALE Jewellers in Sangli.

1.6 Limitations of study

The study was limited only to R.B. Bhosale. Jewellers in Sangli. This study may not be applicable in all areas. Time spam study was to less i.e 60 days

CHAPTER-2INTRODUCTION TO THE ORGANIZATION

2.1 Introduction to the company The Indian gems and jewellery industry is competitive in the world market. Due to its low cost of production and availability of skilled labour. In addition, the industry has a worldwide distribution network, which has been established over a period of time, India has setup more than 3000 offices worldwide for promotion and marketing of India diamonds. The India diamond industry has acquired leadership position in cutting and polishing of rough diamonds .India has the worlds largest cutting and polishing industry, employing around 800,000 people (constituting 94% global workers) with more than hi-tech lazar machines. The industry is well supported by government policies. And banking sector around 50 banks provides nearly US $ 3billion credit to Indian diamond industry. Indian is expected to have its diamond horse functioning at Mumbai in 2006 India is therefore a signification player in the world gems and jewellery market both as a source of processed diamonds as well as a large consuming market The sector is largely unorganized at recent with small but growing organised sector. The Indian gems and jewellery sector is largely unorganized at present .there are 15000 players across the country in the gold processing, industry of which only about 80 players have a turnover of over US $ 4.15 million (RS.200 million) There over the years, global market have been impacted by swears development like falling tread barriers, increasing competition, changing customer preferences and developments in technology in swears areas.

The global jewellery industry is being transformed by a few key trends such as:- Increasing competition among top countries. Emergence of different materials different allows. Within gold as well as non gold jewellery. Emergence of new manufacturing techniques Requirement of stricter quality norms hallmarking.

In this context, India is fast emerging as a leading destination for jewellery manufacturing in the work. The following sections discuss Indias gems and jewellery sector in detail with specific focus on the following area: Significance of India within the global gems and jewellery sector The structure and current scenario of sector in India. Indias competitive advantage in the sector.

Future outlook India is a leading player in the global gems and jewellery market The gems and jewellery industry occupies an important position in the India economy. It is leading foreign exchange earner and also one of the tastiest growing industries in the country. The two major segments of the sector in India are gold jewellery and diamonds. Gold jewellery from around 80% of the India jewellery market, with the balance comprising fabricated studded jewellery that includes diamond studded as well as gemstone studded jewellery. A predominant portion of gold jewellery manufactured in India is consumed in the domestic market. In diamonds however, a major portion of rough, uncut diamonds processed in India is exported, either in the form of polished diamonds or finished diamond jewellery. Besides being the largest consumer of gold .India is also the leading diamond cutting nation in world.

Fact of jewellery Jewels and other decorative items are old as the human race itself. Diamonds were first discovered in India, over 2400 years ago. The biggest modern supplier of diamonds is South America. Tradition of giving fiance engagement ring was introduced by Maximilian of Austria in 1477. He gave his soon-to-be wife Mary of Burgundy masterfully crafted ring as a promise of marriage. 75% of American brides receives engagement ring made out from gold and diamonds. Egypt and Mesopotamia were the first two ancient civilizations that started organized production of jewellery. Their accomplishments in advancement of metallurgy and gem collecting played important role for development of jewellery in every civilization that came after them. The largest diamond that was ever found is "The Culminant". It weights staggering 1.3 pounds. Throughout the history, jewellery went through many changes brought by rise and fall of many civilizations and fashion changes. Some of the most notable fashion styles that affected jewellery production are Victorian, Romanticism, Art Deco, Art Nouveau, Renaissance, and many more. First jewels were made from any readily available material near settlements of our ancestors. Arrival of metal age enabled creation of first artistic jewelry. The most important quality of emerald, sapphire and ruby is their color clarity. Only one in a million of mined diamonds ends up in jewelry. Amber is fossilized tree sap that is at least 30 million years old. Obsidian is a natural glass that is formed during volcanic eruptions. Famous jewellery material Black Jet that was popularized during the reign of Queen Victoria is made from fossilized coal formed over 180 million years ago. First synthetic diamonds appeared during 1950s. Most pearls made today are cultured, or man-made. This process is done by inserting a small shell into oyster, which then painstakingly covers it with pearl material over a minimum of three years. In ancient times term Sapphire described all blue stones. Similarly, all yellow stones were called Topaz. United Stets is world's biggest consumer of diamonds. Diamonds are all over 3 billion years old, and they formed from carbon that was heated and compressed into diamond form at the depth of 100 miles below the surface of the earth. Gold is one of the most popular jewellery raw materials because of its shine, longevity and softness. Silver was used as a jewellery material for over 6 thousand years. Personal items of adornment followed our rise from the prehistoric beginnings in ancient Africa to the modern times when fashion changes put tremendous pressure to the artisan who create countless jewellery designs across entire world. Here you can find out more about fascinating history of jewellery

2.2 Organizational profile. Company name - :- R.B.Bhosale jewelleryLocation address :- 1038 R.B Tower New Saraf Katta main road sangli 416416Establishment :- 27th Nov 2002Worker :- 7Shifts :- 3Founder :- Bhagwan sitaram bhosaleProprietor :- Bijaykumar bhagwan bhosaleProduct :- All type jewelleryAudit class :- A+Email ID :- www.rbbhosale.com

2.3 History of company R.B.Bhosle Jeweller was established in 2002. It has been registered .R.B .Bhosale jewellers are located in near Ganesh temple in Sangli city.The main objective of jewellers is to crafting something new for customer and increasing level of standard R.B.Bhosle jeweller is1st jewellers to get BIS [Beuro of Indian standard] hallmark licences in Sangli district.

2.4 ORGNAIZATION STRUCTURE

Owner

Board director

Managing director

ADMINISTRATION DEPARTMENT DEDEDEDEPARTMENT SALES DEPARTMENTFINANCE DEPARTMENT

2 .Watch man1. Computer operator2. Gold3. Dimand 1. Silver1. Accountant 2. Cashier

2.5 Manufacturing process 1. Gold ;- Gold purchase from bullion market then gives it jewellery maker. And for making ornaments. Kolkata, Mumbai, Rajkot, Jaypur purchase jewellery. Bangoli and mharastrin orrnament make and sold this shop Fancy ornament Bindi, hire chain top, chokl,log necklace,Short necklace, ring, bracelets, chain, hire ring, Traditional jewellery- thushi, Kolhapuri saj ,chapla har, pohey har,laxmi har,mohanmal,kanti,sar,bormal gol sar,kholapuri vjr tik, maglsutr ,nose ring chudi, bangoli necklec,bindi.all bangoli and mharaatrrin ornament produce and kisna dimond jewellery in available in shop.

2. Silver;- Silver purchase from Hupri, Agra,salam and Nasik.then after give process and make silver productSilver ornament- Payal, Masoli , jodvi, Bichava ,Todhe, mekhla, chhala, krdula, kdli bangdi, braslet, ring, bcha braslet, chain, silver coin.tambya ,fulpatr,watiglabdani,atardani,chamcha, wati smae,glas, silver god, Maharashtra antic pis in Kolhapur (karwari) make a karwari people.give

3. Prima art jewellery-God frame photo (devotional) available in R.B.Bhosle jewellery

Maharashtrian ornament, bengoli ornament, fancy jewellery & silver product

Gold ornament

Silver product

Prima art jewellery

Krishna diamond jewellery

CHAPTER-3THEORETICAL BACKGROUND

3.1 Introduction The term integrated marketing is to understand the implication of the word strategy. A strategy is what is going to do, a marketing strategy is the inked between a product and the market, and it provides the much desired direction for allocating the marketing effort. It is translated into an action; plan though the tools of marketing management. These tools together are called as marketing mix. Individually they are product, price, place, promotion

Definition The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four 'Ps' of marketing are product, place, price and promotion.

1. PRODUCT

The product refers to the activities that a marketer offers to perform which results in satisfaction of a need or want of the target customer buys. The product is anything that can be offer to market for attention acquisition use of consumption. Service are products even through intangible they are things in services consumer do not buy any product they buy attributes that are converted in to benefits .The goods always say that there is a tangible component to which some intangible components like style, after sales services, credit facilities etc. are integrated. Many services are custom designed products services are intangible and heterogeneous and cannot easily be separated from their producers. Services are either convenience shopping or specially goods with all that implies Moreover since services are intangible the services marketers must tangible the intangible aspect buy superior quality, trusted ,brand image ,extended guarantees promote service loyal staff all form the part of managing the services offering There are five levels of product describing with the help of jewellery industry Core product Basic product Expected product Augmented product Potential product

a. Core product Fundamental benefits the customer seek from or services that the customer is buying b. Basic product- The Peripheral services that are the secondary benefits that a customer seek basic need functional attributes etc

c. Expected product- Set of attributes or conditions that the buyer normally experts.

d. Augmented product Augmented means additional or beyond customers desire beyond expectations i.e.-meets the customers desire beyond expectations e. Potential product- The possible or distinguish offers are utility of services to the buyers i.e.-core services converted in to a competitive strategy.

f. Augmented product Augmented means additional or beyond customers desire beyond expectations i.e.-meets the customers desire beyond expectations

g. Potential product- The possible or distinguish offers are utility of services to the buyers i.e.-core services converted in to a competitive strategy.

2. PRICE

The management of pricing in the service generating organization. Is related management .of fee interest communication or so the services generating organization .the price of the service is the value attend to it the services provider and this must correspond with customers perception of the value of service. Pricing decision is made in more varied environment than product pricing decision .pricing is variable factor of marketing mix. A particular product or service is acceptable to the customer at a particular price and if price is increased .it is likely same as product, service might become less acceptable. to the customer. Generally to most of customer high price means high quality. Services pricing are either on cost base market base profit oriented competitors oriented. Customer oriented or may be by government control The methods of pricing for services cannot be as scientific as those for product whatever the method of pricing determination. The price of service usually influence image. Since services are more ambiguous than good consumer are likely to associated the price of a service with quality by charging attractive prices service producers improve their competitive position and their ultimate profitability The management in pricing is important for both, economic and social stand point but at the sometime it is more critical and challenging .the services provide need to go through a number of consideration while setting or fixing the price. The price decision makers services marketing would be consider the following

Set annual total profit and sales volume goods Target a definite profit margin quoting for each job Determine and understand .own cost structure Review and update price schedules regularly Work to secure higher rather than lower average price Strive for greater pricing flexibility

3. PLACE

The management of place drowse or attention on problems of location .The process of offering the service they cannot be stored transported .hence traditional distribution channel available for product marketing cannot be used. The place decision refers to the ease of access that the potential customer have to a services .There for they can involve physical location decision .Channel of distribution for intangible dominant such as services are direct and short i.e.-from marketer direct to ultimate consumer channels of distribution for services are generally limited to the buyers and sellers. Because of inseparability i.ean case of services production cannot be separated from selling services must be created and sold at the sometime. Most services are distributed through direct sale .In case of insurance courier services. Travel agency one agent or middleman can be added to it .franchising of services is growing rapidly specially. In fields of health club. Restaurants, gym, accounting and tax services. Another characteristic of services is that they are generally not delivered to the buyer. At the sometime of certain and place utility is important function .In the services marketing location consideration along with personal source of information are too of these critical factors in final purchase decision of many services

4. PROMOTION

Promotion is a part of the marketing mix for many marketers promotion is found instrumental in informing sensing and persuading the customer. It is used to communicate information about goods and services to target market audience. There is a need to make service more tangible by linking them to objective in promotion. Promotion is used to reduce the risk of buying the service. The traditional promotional mix. Includes various method of communicating the benefits of a service to potential customer. i.e.- advertising ,sales , promotion , personal selling , public relation etc . Now promotional accomplished by establishing creditability of the service using experts and testimonials of famous individuals linking the services to some objective source such as government agency and using too sided advertising appeal The key to successful promotion, whether it be advertising or personal selling as benefit sing the product. It is very important to define product in terms of what customer wants and not in terms of what the marketer makes and sells. To successfully promote services, they must be made to have a favourable positive image constructed to project attributes of the service. In case of services, the producer and the marketer are virtually inseparable .sellers are often expected to be knowledgeable professionals who can give needed advice 1. Advertising- Advertising includes any paid of non personal presentation. And promotion of ideas, goods or services by a deified sponsor .it includes the use of such media as newspapers, magazines outdoor posters, banners, hoardings, direct mail, radio, T.V the internet etc.

2. Sales promotion- Short term incentives to promote sale like displays, samples, exhibitions, demonstration, coupons, contests etc constitute sales promotion

3. Public relation- Public relation include building good relations with the public by allaying favourable publicity building a good or prorate image and handing or avoiding un favourable publicity ,rumours and events.

4. Personal selling- Personal selling includes direct personal presentation by company sales force for sales and building customer relationship.

5. Direct marketing- Direct marketing involves direct communication with selected target customers on a one- to- one basis to obtain an mediate response and cultivate lasting customer relationships, using telephone, direct mail, tax the internet etc.

6. Publicity- Publicity includes non-personal promotion of demand .for products by obtaining publicity through news in media like T.V, radio, newspapers, and magazines, unlike advertising this form of promotion is not paid for by the sponsor.

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CHAPTER-4 DATA ANALYSIS INTERPRETATIONS

6. What is the reason behind choosing this location for your shop?

PreferencePercentage

Saraf market90%

Near Ganesh temple10%

Total100

Interpretation:- Above diagram shows R.B.Bhosale jewellers have the location of shop based mainly on the reason to be in the saraf market as people prefer the saraf market shops for buying and the other reason is, it is near the ganesh temple. As to some extent it attracts the tourist to the shop. 2. Where you sold jewellery items?

PreferencePercentage

Exhibition20%

Direct jewellery shop80%

Total100

Interpretation:- R.B.Bhosale jewellers prefer to sale their jewellery in their shop only and sometimes they go for exhibitions to promote brand. As no other sources is that effective.

3. How you promote your organization?

ResponsePercentage

Advertisement30%

Promotion scheme40%

Word of mouth30%

Total100%

Interpretation- Company invest nearly half of its promotional funds and sources in different promotional scheme like discount ,occasional schemes and remaining promotions is done through advertisement and mouth publicity.

4. Which types of Medias you are using for marketing?

ResponsePercentage

Art festival20%

Website10%

Gallery promotion30%

Banner10%

Print media10%

Digital add10%

T.V10%

Total100%

Interpretation:- Company uses different Medias for promoting the brand and its products. Mostly through art festival and gallery promotions. Many other sources are also used by company like website, banner, print media, digital advertisement etc

1. Which types of product produces in the jewellery shop?:-interpretation R.B.Bhosale jewellers products jewellery are classified in 2 type i] 22kt ii] 18kt

1. Which type of jewellery in large scale?Interpretation:- R.B.Bhosle jewellery in Maharashtrian , Bengali and fancy jewellery sold.mharastrian jewellery in thusi manglsutra, kolhapuri saj,chapla har, bangles ,payal various type of jewellery. Bengali jewellery in chudi, bindi,Kisna dimond jewellery in available in R.B.Bhosle jewellers are mostly sold

7. Which type of product produced in your jewellery shop?:-interpretation In R.B.Bhosle jewellery 91.60 % gold produced in the jewellery shop.

8. Do you think promotional used by this business is effectives? Interpretation:- In marketing promotion is very important. Because it increases growth and profit. so promotional used business by business is effectives as it helps company to increase the sales of company. 9. Which tact is useful for success of jewellery shop? Interpretation:- Marketing mix in business success is important in jewellery business customers are attracted by jewellery so good creativeness is important to shop. Unique design are liked by customers. So make new unique design and customer services is build up relation between customer and proprietor. So all tact should be use in jewellery shop for success.

10. What is your opinion about R.B.Bhosle jewellery? Interpretation:- R.B.Bhosle jewellers created market goodwill. So they build up good customers relationship. So they provide e Excellent. Services to customers per their need and choice. 11. After how much time you ascertain the revenue of your shop? Interpretation:- They check balance sheet annually and they find out income and expenditure

12. Do you give discount on price to attract customers? Interpretations:- They do not give discount in any jewellery. Because jewellery rate are fixed are always so there is no discount and any offers. Only different schemes are offered to customers

13. What is the mode for payment? Interpretations:- Cash is mode for payment, there is no credit card and cheque accepted.14. Which techniques are used to increase customers by R.B.Bhosle jewellery? Interpretation:- To provide unique design to increase and other service facility to increase their customer base. 15. What are objectives behind instituting hallmark? Interpretation;- The main objective behind institute hallmark is to protect consumer against victimization to provide correct information about gold purity. And to make customers fees secure about the jeweller they buy from their shop.16. How hallmark will beneficial to jewellery shop? Interpretations: Hallmark is helpful to customer because it give assurance of consistency in purity and quality of gold and silver jewellery strong evidence of commitment to quality and it will provide clear indication of his capability.

17. How standard of jewellery will decide? Interpretations:- Jewellery standard is decide based on purity of metal, quality of ornaments & BIS standard of the jewellery.

CHAPTER-5 FINDING AND OBSERVATION5.1 Finding1. In a R.B.Bhosale jewellers in various customers buy different types of ornaments ,like new fancy, traditional jewellery in maharastrin and bengoli jewellery in various design.

2. R.B.Bhosale jewellery is situatednear by ganesh temple & saraf katta .saraf katta is important for business area & crowed area .ganesh temple is famous for historical place so large numbers of people visit this area.

3. R.B.Bhosale does not give discount in any jewellery. Because jewellery rate are fixed are always so there is no discount and any offers provided.

4. R.B.Bhosale in service is best for worker as well as customers.

5. This jewellery main objective is to provide best qulity and unique design of jewellery and to satisfy customers.

6. R.B.Bhosle only accepts cash payment.

7. R.B.Bhosle tact for success is to provide new unique design and improves customers relationship in business.

8. R.B.Bhosle Jewellery they maintain the standard purity of metal, quality of ornament and BIS standard.

9. The main objective behind institute the hallmark is to protect consumer against victimization. To provide correct information about gold purity.

10. They do advertisement to provide information about new jewellery collection.

5.2 Observation R.B.Bhosle have create goodwill in jewellery market Customers are satisfied with their services. They builds a good relationship with customer They provide good facility for their worker

CHAPTER-6SUGGESTIONS AND CONCLUSION6.1 Suggestions1. R.B.Bhosale does not accept cheque or credit cards. If they start this facility, it will enhance customer convenience of payment2. Company can start up with new promotional schemes like Sovarn Sanchay Yojna, Gold loan, etc to increase customers and workers involvement in brand3. R.B.Bhosle does not have platinum section for sale as for expansion .They can focus on to start platinum jewellery.4. Under expansion strategy, they can go for opening new branches in sangli city and different other area .so customers can have easy access to shop. 5. For promotion company can choose sponsorship for different event where brand awareness can be made.

6.2 Conclusion:- After all the details study and analysis researcher can conclude that the respective jewellery shop is one of the successful and established organization in a sangli city. The founders are a well experienced in a jewellery business. They provide pure quality gold and earn a goodwill. It conduct the gold market study and launch new unique designs for customers. Company is preferring diffractions promotional tools for creating brand awareness and increasing customer base but yet new methods can be adopted by company for expansion

Bibliography Refers book 1. Magzine1. Marketing management-Philp Kotler

Website www.rbbhosale.coms www.wikipedia.com Search engine www.google.com

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