Gitanjali presents Case Study Competition -Jewellery retail in India

International Scenario: Watches and jewellery are self adornment products which complement each other.
On the international front, watches and jewellery have always been sold from the same outlets under common branding.
For instance, Bucherer is a leading multi brand retailer in Europe that sells watches and jewellery from their stores spread across the globe.
Boutiques dealing in mono brand retail jewellery also market and sell watches from the very same stores. Some examples for such brands are Cartier, Tiffany, Bulgary, Chopare etc.
At the lower end of the brand spectrum too, players like Swatch have watches and jewellery in their product portfolio.

Indian Scenario: The scenario reveals a stark contrast when it comes to the Indian jewellery market. Typically, both these products are treated as separate entities and such branding is not seen prominently. A few exceptions are Meena Jewellers, Hyderabad and Danabhai jewelers, Mumbai. However, mega brands like Titan still prefer to market these products separately (World of Titan and Tanishq).

Objective:
• To study the Indian scenario vis a vis the global context
• The opportunities and challenges in the Indian market for such a development
• Consumer behavior in India and world over
• Scope and recommendations to develop this format for maximizing revenue to multi brand retailers and brand owners such as Gitanjali & Titan
• Print advertisement for Gitanjali based on above recommendation

Round 1:

• Teams are required to send their report to marketingplan@jbims.edu by 15th October, 2009 23:59:59 hours
• The document must be submitted in Times New Roman font, size 12 with 1.5 line spacing in .doc/.pdf format
• The print advertisement must be sent in .jpeg/.gif format only
• The top 5 entries will be shortlisted to present to a panel of experts from Gitanjali

Round 2:
• The shortlisted teams will be invited to JBIMS for the finals which will be held during Prayaag’09
• Presentation of 20 minutes per team is to be made followed by Q&A for 10 minutes

Rules and Regulations:
• The team must comprise two members
• Any number of teams can participate in the Event
• The subject of the mail must be MP_Institute Name_TeamName
• Please do not mention the name of your institute at any place in the report
• The paper submitted in for the competition should be an original piece of work. Plagiarism will lead to disqualification.
• Two-way sleeper class travel for shortest route between finalists’ institute to Mumbai will be reimbursed
• Accommodation for the finalists will be provided by Team Prayaag
• Decision of the judges will be final and binding on all participants

Prizes:
• 1st Prize : Gifts worth Rs. 20,000 from Gitanjali
• 2nd Prize: Gifts worth Rs. 10,000 from Gitanjali
Certificates will be awarded to all finalists


For any queries, contact:
Ami Kothari - +91 98206 72221
Shruti Ramarao - +91 98336 68089
marketingplan@jbims.edu