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