International Marketing in

Gems and Jewelry Industry

 Export
The term "export" is derived from the conceptual meaning as to ship the goods and
services out of the port of a country. The seller of such goods and services is referred
to an "exporter" who is based in the country of export whereas the overseas based
buyers referred to as an "importer". In International Trade, "exports" refers to selling
goods and services produced in home country to other markets.
 International Marketing
Marketing is now universal discipline International marketing deals essentially with
the trade patterns (import-export) among the various countries of the world. It also
considers the trade policies and trade practices of the various countries as these
govern the buyer-seller relationship in the international market.

The process of focusing the resources (people, money, and physical assets) and
objectives of an organisation on global market opportunities and threats.

International marketing as the marketing of goods and services across national

frontiers and the marketing operations of an organization that sells and produces with
in a given country. Promotion is the best step of international business. Promotion
which plays a major role in export marketing success.
Tool of International Marketing

Advertising
Price promotions
Sponsorships
Point-of-purchase
Personal Selling
Public Relation
Export Promotion Organization-
Trade Fairs and Exhibitions
Brand Ambassador
Website promotion
Jewelers use Bollywood stars to promote jewelery
 Indian Gems and Jewelry Industry

Gems and Jewelery (GJ) has been used by the Indian civilization since ages for both its
aesthetic as well as investment purposes. Precious metals and stones have been an integral
part of the Indian civilization since its recorded history. India has the distinction of being
the first country to introduce diamonds to the world. The country was also the first to
mine, cut & polish and trade in diamonds.
The G&J industry can be classified into various sub segments like diamonds, colored
stones, gold and silver jewelery, pearls, etc. However, the two major segments in India are
gold and diamonds. India dominates the diamond processing trade with 11 out of 12
diamonds being cut and polished in India. India also dominates the gold and silver
consumption globally with consumption of about 800 tones p.a.. The industry holds
prominent significance as it is a net exporter and provides employment to 1.3 mn people
directly and indirectly
 Company profile of D’damas

D'damas is one of the most popular jewellery brand in the country today with a
presence in over 159 towns and cities.A joint venture between Gitanjali Gems
and the Dubai based Damas Group; D'damas is a sub-brand that combines
international quality with Indian values.
D'damas' vast variety of brand allows every customer a choice of jewellery to
reflect her personality, tastes and to suit every occasion. It has gold and
diamond studded jewelery matching various lifestyle, occasion and price
points that cater to diversified customers.
D'damas is committed to the highest levels of customer satisfaction, and every
piece of jewellery comes with a special certificate of authenticity assuring of
both the diamond and gold content of the piece. D'damas jewellery is
accompanied with an IGI certificate & Hallmarking, a world renowned, further
certifies the diamonds, which is headquartered in Antwerp.
 Something about Gitanjali
Gitanjali Group a 5000 crores company, strategically positioning itself as the leading
diamond studded jewellery-manufacturing company, today has one of the largest fully
integrated diamond and jewellery manufacturing plants in the country. The Group, which has
been a pioneer in the branded jewellery industry, has always been at the threshold of boosting
the production of quality jewellery, which has obliquely proved to be an excellent, branding
and marketing strategy backed by a formidable retailing network - all ensuring the group an
enviable advantage in the jewellery arena. The Gitanjali Group is engaged in the business of
sourcing rough diamonds, its manufacture, import and export of diamonds, manufacture of
plain and diamond studded gold and platinum jewellery and its marketing and domestic
retailing. As Jewellery exports form one of the largest contributors to the foreign exchequers,
the jewellery major Gitanjali, is one of India’s high-end contributors to the foreign exchequer
as well as a major player in the domestic market.
 Marketing Strategy of D’damas
•Immense Retailing
•Extensive advertising
•Association with Sports:
•3-year contract to create jewellery for Wimbledon Tennis
Championship
• Gitanjali behind Kolkata Riders-2008
•exploring a whole new sphere of e-tailing..expect to capture 35
•per cent of the total online jewellery sales in India by 2010. By 2010,targets 3-5 per cent of its
total sales to come through ecommerce.
•The D’damas Global Souk offers fun, excitement and a shopping experience.
•Oman Air welcomes D’damas as its newest partner in the Sindbad Frequent Flyer Programme.
•Entered the field of themed malls with Wedding Centres .
•Mass media ( advertisement in newspaper, TV, etc)
•Jewelry exhibitions
•They have brand ambassadors
•And company have own website like WWW.D’damas.com there we can easily watch their
products & their prices and buy the products by E-business.
 Company profile of Tanishq
Tanishq is apart of Tata group. Tata Group has operations in more than 85
countries across six continents and its companies export products and services
to over 80 nations. Tata Jewellery comprises of- Tanishq and Gold Plus.
Tanishq have Ta-Tata and nishk-gold coin. Tanishq started the business in
1995. Mr. Jacob kurien is CEO of tanishq.
To expand its retail presence overseas, Tata's promoted Tanishq, the jewellery
business group of Titan Industries, will be coming up with its two stores in
United States by 2008-end.
Speaking to The Indian Express on sidelines of a conference, the vice president
Retail and Marketing, Jewellery, V Govindraj said, "Tanishq would be opening
two jewellery boutiques in US by this year end. These stores will be company
owned and are on a pilot basis."
With an interesting product mix, the company will be including a large part of
its jewellery design mix, targeted at ethnic Indians. "Clearly, a large part of the
product mix will be for ethnic Indians and Non Resident Indians (NRI)," said
Govindraj.
 Marketing Strategy of Tanishq

•Customer Schemes-Durga Pooja, Akshaya Tritiya.

•Category Melas-Limited Period Offers.
•Karat Meter Testing-Jewellery Servicing.
•Brand Ambassador-Asin.
•Movie Advertising-Jodha Akbar, Paheli.
•Direct Approach to Marketing.
•Hoardings, FM Radio.
•Bank in association with jewellery major Tanshiq group launches the first jewellery card
•First comprehensive and powerful Jewellery Credit Card
•Exclusive Purchase and Lifestyle benefits.
•Chit funds etc.
•Recently Tanishq International jewellery shows
•Japan's largest jewellery trade show covering the entire range of jewellery, gemstones and
jewellery products. Collections unveiled from some 1,200 prestigious suppliers from 35
countries. Discover the latest Japanese jewellery designs. IJT attracts retailers,
wholesalers/distributors, import/export traders and manufacturers in the jewellery industry from
all over the world.
 Company profile of RosyBlue

The Rosy Blue Group was founded in 1960 by Arunkumar Mehta and Bhanuchandra
Bhansali. The company started as a small Mumbai workshop, but soon became a
network of specialist businesses, each able to successfully fulfill client needs. This
eventually formed the platform for a global company which provides employment to
over 10,000 people.
Rosy blue are a key player in the diamond business with a global client base. Our
reputation in the industry is unparalleled in terms of both quantity and quality. We
would like to emphasize that our primary focus is in manufacturing. The polished and
rough dealing activities are there to create efficiency and scale in our manufacturing
operations, thus enabling us to provide consistent supply to our polished and jewellery
clients.
 Marketing strategy of RosyBlue

•Used commercial ads to recapture the brand's heritage since Orra has been around for
116 years and it was essential to portray its rich tradition.
•Retail strategy- Positioned as an ‘Only Diamonds Store,’ it aims at bringing to the
consumers the finest diamond jewellery in a world-class retail setting.
•Rosy blue was associated with IIFA 2006.
•ORRA has had a long and successful association with the Hollywood and Bollywood.
•BCCI commenorates Sachin Tendulkar for his feat of achieving 12000 runs, with a
trophy designed by ORRA.
•BCCI appointed ORRA to create a trophy to honour Anil Kumble for his
commendable record of 600 test wickets.
•Recent Rosy blue jewellery shows
The Gemstone Industry & Laboratory Conference (GILC) will return to Tucson in
2010. For more than a decade the International Colored Gemstone Association (ICA)
has organized GILC in various parts of the world, bringing top industry leaders
together to present research findings and discuss gemological and (certification or
laboratory) issues relevant to the trade and the consumers.
THANK YOU