ACKNOWLEDGMENT

I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals. I would like to extend my sincere thanks to all of them. I am highly indebted to Mr. Hamza Wasti, Manager-Sales & Marketing, for his guidance and constant supervision as well as for providing necessary information regarding the project & also for his support in completing the project. I would like to express my gratitude towards member of Derewala Jewellery Industries Limited for their kind co-operation and encouragement which helped me in completion of this project. My thanks and appreciations also go to the people who have willingly helped me out in developing the project with their abilities.

ABOUT DEREWALA
DERAWALA is an internationally renowned manufacturing and degign company based in Jaipur India. Established in 1987, Derewala Industries Ltd. Is one of the biggest silver jewelry manufacturers in India with head office in pink city Jaipur the stone capital of India. Making a humble beginning from one artisan and one customer, Derawala has evolved as a jewelry hub in India with its roots in Jaipur, Derewala currently exports to over 30 different countries. Today it is at the global center of excellence in manufacturing of silver jewelry and is known for its versatile designs and exceptional craftsmanship. It currently has a valuable employ strength of 2000. Derewala Jewelry Industries Limited has an accomplished International fame and stands as the regional connoisseur on diverse jewelry is manufacturing, jewelry designing and jewelry exporting.

Today Derewala is experiencing major growth expansion with a brand new factory that will service additional production and increase the capabilities to bring the most innovative technology in the jewelry industry.

DIRECTORS
The company is being run by the founder and Chairman Mr. Pramod Agarwal along with his American wife Mrs. Debi Nishimura and his brother Mr. Yogendra Garg.

ORGANISATION STRUCTURE
The organization is divided into four units Gold (machine centric) Silver( mix) SEZ Jewelry showroom

Acquired four Italian companies ORAFRANCO METAL ORAFA VILOR SICOR

Manufacturing
GOLD Chains (gold & silver) about 6000 chain designs are available. Mesh jewelry Flick jewelry CNC, product design through computer SILVER 1. CASTED: 2. TUBING: It is model based processing Hollow jewelry/light weighted

3. HANDMADE: Outsource/vendors 4. BEADING: fashion oriented/costume jewelry with stone and metal beads.

METAL BANK
This is the place which issues metal according to the order requirement. The metal is purchased from MMTC (mineral mines trading corporation) .pure silver 99.9% is purchased, but as the pure form cannot be used in making jewelry so, alloys are mixed to it adding to its hardness.

CASTING UNIT
Sample orders generated by IBD to PPC are issued to the casting unit. Casting units keeps a check for the dyes available or not. It checks the initial wax pieces are perfect of not and issues an order slip in wax section to respected injector for wax injection process. There are various sections in casting unit, which are as follows: 1. Mould Section From PPC, CAM pieces come to mould section in form of liquid dye. 2. Wax Section In wax section wax injection process in the respected dye is carried out. After the wax injection the dye is cooled and wax mould is taken out. These wax pieces are then send to the QC for internal quality check. Quality check section Quality check section is responsible for: Checking of any sought of errors in the wax piece so that it can be repaired or rejected, the rejected wax pieces are sent to scrap. Wax cleaning, wax soldering and removal of extra wax is done here and then final check of the wax piece is done.

After quality check, wax trees are made here, these wax trees are checked again according to the size of the tree. 3.Casting Section In casting section the wax trees are casted into metal. The process flows as follows: Burnout process: In this process the flasks are loaded into the furnaces and the wax is burnt out leaving the cavity inside the flasks. Casting process: In this metal is poured in grain form into the machine and then poured into the flask cavity to give metal tree form. Quenching Time: After the completion of casting, flasks are taken out and kept for about 25-30 minutes for quenching. Cleaning Water wash Jetting process Whitening process Ultrasonic Cleaning Magnet Wash

Now after the magnet wash, metal trees are dried after which tree cutting is done. The left out metal tree rod is sent to metal bank as scrap and the product pieces are sent for internal casting QC. Internal QC checks the tree pieces and sends them to grinding section.

4. GRINDING SECTION Here sprues of the product pieces are removed and the surfaces of the removed sprues are smoothened, a rough finish is given.

5. FILING SECTION:
This section deals with over all filing of the product by the process of semi filing, length maintaining, ring sizing etc Now smooth and final filing is done to remove extra metal by using sand paper roll, disc paper, many kinds of burs and rubber kits. After this supervisor checks the filed products and sends them to filing QC QC checks and repair (return to filing for repair if any) otherwise the inputs are transferred to the other department.

6. SETTING SECTION This section deals with setting of stones. Here stones come from stone department and sockets come from polish department. Ready pieces are then weighed and then they are transferred to polish dept for final polish. 7. TUMBLING SECTION Tumbling is a kind of pre polish given to the metal. It is done according to the piece and customer requirement. The tumbling process has following stages: Wet Grinding: Wet Polish: Dry Polish: Magnetic Machines:. Steel Polish:

Now cleaning and drying process of the article is carried.if the article demands more polish then it is delivered to the polish department otherwise they are send to the final QC and packing.

8. POLISH SECTION Polishing of the articles is done in two ways: Pre polish: it is given to those items which require stone setting. After stone setting it comes back to polish section for final polish. Final polish: it is given to those items which do not need any stone setting and any other further activity.

Types of polish High polish Oxidised polish finish Satin finish Matt finish

9. PLATING AND COATING SECTION From the polish department pre polished items comes here for plating. It is also done according to the need of the customer. Types of plating Silver plating Rhodium plating Gold plating

COATING: Three types of coatings are done according to the demand of the customer. Coating is done for the purpose of avoiding the oxidation and corrosion of the metal. Types of coating Ant tarnish E coating Everbrite coating

TUBING UNIT
Tubing unit deals with the manufacture of hollow or light weight jewelry, made of tube, wire and strip. The process of making tubing jewelry begins with tubing PPC and flows as follows.

1. Milling Section In this unit, raw materials are made which are to be used in making tubing jewelry items. Process i) ii) Rolling Annealing

iii) Tube Forming

2. Filing Section
Raw materials are taken from the safe room according to the product requirement. The activities which are carried under filing process are
Assembling Soldering Filing paper filing Filing QC

3. Tumbling Section
After filing QC, material comes here for tumbling. The processes are same as the casting unit.

4. Polish Section
Product comes here from filing/tumbling/handmade/safe, for final polish of the products. Types of polish High polish Oxidized polish finish Satin finish Matt finish Process Pre polish stamping on the piece plating/oxidation (if req)

Final QC Tumbling

Comes back to polish section for final polish

5. FINAL Q.C AND PACKING Final quality of the manufactured products is checked in this section. If any kind of fault or error is found then the piece is returned to the respective department for repairing and if repairing is not possible then the piece is rejected. Now finally the checked products are ready for packing. Jewelry pieces are packed in the packet along with the anti tarnish paper to increase the shelf life polished metal.

MECHANICAL FINDING DEPARTMENT

Raw material to this department comes from the safe room Work done: Manufacture of different types of balls, beads, needle and tube cutting, diamond cutting and enameling.

Diamond cutting Diamond cutting work is done on the plain piece of jewelry to give it a texture of diamond like shining. Enameling Enamel is the coloring of the metal if it is required. Enameling can be done on jewelry items, beads, tubes, balls.

STONE DEPARTMENT
Stone department is responsible for providing and purchasing of the stones, it take care of the stone quality as well as time required to provide the stones to respected department.

Sub-sections of stone departments are: Stone assorting Stone repair section

EXPORT AND IMPORT DEPARTMENT

EXPORT The organization deals with the export of Gems and jewelry (plain and studded jewellery) PROCESS To prepare export document, information is needed from IBD that is known as, Ready Goods Account. This documents contains information related to shipment For ex: item, quantity, value of the shipment etc. On the basis of it, this department prepares documents that include Invoice, GSP Certificate and several other documents required by the buyer. Shipment is handed over to Carrier Company nominated by the buyer (UPS & FEDEX). After handling over the shipments, goods are being custom cleared and handed over to the airlines and further delivered to the customer. IMPORT Items like consumer goods, spare parts, machinery, precious and semi precious stones are imported. PROCESS In this pickups are arranged from the supplier place to the factory and also care has been taken for custom clearances as well.

PRODUCT DEVELOPMENT DEPARTMENT

1. DESIGN SECTION Design of the products is done by designers. Now for any new design sample briefs are taken and then the designs are made. There are two ways of it:

DJC (customer briefs)

DJI (in-house briefs)

PROCESS FLOW
IBD (receives customer briefs) Sends it to designers Designer makes the design as per the customer requirements Sends to IBD IBD sends it to customer for their approval Now, once the designs are approved by the customers, IBD sends them to designers for making the production sheet of approved designs.

Designers make the production sheet which include all the details of the product along with its picture and sends it to PDD.

2. PDD SECTION Work process of PDD is as follows: PDD forward the production sheet to IBD for generating sample orders. IBD generates sample orders and forward it to PDD by mail. Also production sheet is given back to PDD. PDD review the production sheet and demands are raised according to the product requirements. Finally, when the sample gets ready it is again sent back to PDD. PDD scans the sample and gives a unique ID no. to it. BOM (bill of material) of the sample is made which includes, details of the product, accessories used, weight of the product.

3. CAD SECTION This section deals with making of CAD and CAM pieces.

PROCESS
Production sheet from PDD comes here. The sketch in the PD sheet is scanned. By the help of CAD software a 3D model of the sketch is made.

4. MASTER SECTION

CAM piece from PDD is transferred to master section Here, CAM piece is cleaned and forwarded to mould section. Liquid dye is cut for casting Casting of 2 pieces Casted pieces comes back to master section for cleaning and final QC Now, screw is attached to the casted piece and sent to mould section (In mould section, rubber dye is cut for casting) Casting of 4 samples is done A casted sample comes to master section. Now these casted samples undergo 6 stages: Filing polishing plating stamping final polishes QC & packing.

SALES AND MARKETING

Sales and marketing department basically deals with product sales and promotion, making marketing strategies by observing and analyzing the market structure and trends to target the customers and decides the best way to reach them. This department plays very important role in the organization; it is responsible for getting the orders, to timely delivery of the products to the customers. This dept plays the face of their company, to their clients. The main function of sales dept is to attract and retain more customers, also to meet customers demand with appropriate supply.

CORE FUNCTIONS Studying market structure Research on market trends Trend analysis New market research Guidelines to designers for making new designs to work as per the customers. Pricing of proposal designs New customer research Follow ups with existing customer

Other functions of Sales & Marketing Selection of new design Detailed check of new orders and follow ups Open and close order reports Checks finished samples Computer documentation Shipment details Maintains database

SWOT ANALYSIS OF DEREWALA

STRENGTHS
The organization has various manufacturing sections. 25 Years old well known organization. Acquired four Italian companies Manufacturing of all types of silver jewellery under one roof. Strong and well developed product department.

WEAKNESS
Dependency for stones on outside vendors. No offices in other countries.

OPPORTUNITIES
Immense scope in silver market. High demand of silver jewellery in international market. Rising gold and platinum prices

Growing demand in domestic market.

THREATS
Rising competition from other silver jewellery manufacturers. Other metals jewellery market. Volatile silver market.

INTERNATIONAL MARKETING

International marketing (IM) or global marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm. It refers to the firm-level marketing practices across the border including market identification and targeting, entry mode selection, marketing mix, and strategic decisions to compete in international markets. According to the American Marketing Association (AMA) "international marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.". In simple words international marketing is the application of marketing principles to across national boundaries. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term.

DIFFERENCES BETWEEN DOMESTIC MARKETING AND INTERNATIONAL MARKETING

There are various differences between domestic marketing and international marketing. Due to a language barrier it is more difficult to obtain and interpret research data in international marketing. Promotional messages needs to consider numerous cultural differences between different countries. This includes the differences in languages, expressions, habits, gestures, ideologies and more. These can be summarized as follows: Culture: often diverse and multicultural markets Markets: widespread and sometimes fragmented Data: difficult to obtain and often expensive Politics: regimes vary in stability political risk becomes an important Variable Governments: can be a strong influence in regulating importers and foreign Business ventures Economies: varying levels of development and varying and sometimes unstable currencies Finance: many differing finance systems and regulatory bodies Stakeholders: commercial, home country and host country Business: diverse rules, culturally influenced Control: difficult to control and coordinate across markets.

FACTORS AFFECTING INTERNATIONAL MARKETING

The four Ps of product, price, promotion and place is just the beginning when it comes to international marketing. Payment (international transactions and currency exchanges) Paperwork (increased documentation) Practices (different cultural, social and business styles) Partnerships (strategic alliances to strengthen your market presence) Protection (increased risks relating to payment, intellectual property or travel)

DEREWALAS INTERNATIONAL MARKETING STRATEGIES

1. Managing Image in the International Marketplace DEREWALA has acquired four of Italian companies, due to which its image in international market is well known for its work. 2. Adding Value All kinds of silver jewellery is manufactured at derewala, also it has specialization in gold jewellery products adds value to this brand. 3. Image Building Services provided by derewala helped it in its image building in global market. For example:
Focusing on timely deliveries Answering customer queries within 24 hrs Carrying out customer satisfaction surveys 4. Direct and Indirect Exports It deals in both direct as well as indirect exports through various agents and representatives across the world.

5. Research
Proper research is done on their clients to understand their needs and taste. Market studies are carried out for various markets to analyze ongoing trends and design accordingly.

PROCESS FLOW
Customers (send design directions)

Sales and marketing issue briefs to designers

Designers (makes designs)

Sales and marketing

If approved by Customer

Modification

Designers (to make PD sheet)

PD sheet to PDD

S&M (to generate sample orders)

PDD- raises the demands for raw material. Issue job cards to respective dept and sends it with raw material

a )CAD

b)casted h/m

c)only handmade

d) master

PDD
CAD (makes cam pieces by jewel cad software and CAM machine and sends it to PDD) PDD Masters (checks the cam piece and sends it to mould) Mould (cuts liquid dye and sends it for casting)

Casting (2 pieces are casted and sent to master QC) Master QC (checks casted pcs and sends it for rubber mould cutting Mould (cuts rubber dye and again sends it for casting) Casting (3 pcs are casted and sent to masters again) Masters (checks casted pieces, final QC and sends it to PDD) PDD (sends the ready samples to sample set) Sample set sends ready pcs to S&M S&M (receives ready samples from PDD for export)

RESEARCH
OBJECTIVES To study, ShopNBC ,an American broadcast and cable home shopping network focusing on the following points: Target customers Brand positioning Types of jewelry Pricing strategy Competitors TV Shows

INTRODUCTION
ShopNBC is an American broadcast and cable home shopping network, owned and operated by Value Vision Media, which is in turn 30% owned by GE Equity and NBC Universal. ShopNBC is headquartered in Eden Prairie, Minnesota. ShopNBC's main competitors are HSN (Home Shopping Network) and QVC. ShopNBC is a multi-channel electronic retailer operating with a premium lifestyle brand. The shopping network reaches 73 million homes in the United States via cable and satellite television: DISH Network channels 134 and 228; DIRECTV channel 316. Programming is also streamed live on the web at http://www.ShopNBC.TV. Its companion Internet site, http://www.ShopNBC.com, is recognized as a top e-commerce site. ShopNBC is owned and operated by Value Vision Media (NASDAQ: VVTV). With a premium blend of unique products, exciting on-air presentations, celebrity guests and more, ShopNBC is poised to delight and surprise customers with an unforgettable shopping experience that encompasses both high quality and a strong commitment to value.

HISTORY
The network itself was previously known as ValueVision, which was founded in October 1991 by former executives of the Cable Value Network headquartering in Eden Prairie, Minnesota. After a brief time as a local, afternoon shopping program in 1990. ValueVision entered into a 10-year trademark licensing agreement with NBC in November 2000, a year after NBC purchased a stake in the network; the following June, it rebranded as ShopNBC. ShopNBC as a home shopping channel was noted for higher price points compared to the competition, averaging $225 per transaction. The shopping network's high-end jewelry contributed to these higher price points with designers such as John and Laura Ramsey, Neda Behnam and Sonia Bitton routinely selling gold and gem pieces for over $2,000. Recently, with the downturn in the economy and the rising prices for gold, these high-end pieces have disappeared in favor of more affordable silver and costume jewelry pieces. In the past few years, ShopNBC has expanded into sales of household items such as Serta mattresses, consumer electronics such as computers and big screen TVs, skincare products such as Isomers and Prai Beauty and home goods. ShopNBC currently holds an "A-" rating from the Better Business Bureau of Minnesota and North Dakota for properly addressing consumer matters. Due to economic uncertainty and NBC Universal's upcoming possible merger with Comcast, NBC was thought to be selling their stake in ValueVision and announced they would do so in May 2010, forcing a change in name, but decided to retain the stake in June 2010 for the time being.

PRODUCTS
SHOPNBC is known for its excellence in fine jewelry, brand-name watches, premium beauty items, quality house and home products, computers and much more. It offers outstanding values on top brands, as well as unique items available exclusively at ShopNBC. Today, ShopNBC is the premier destination for: Jewelry Watches Apparel & Accessories Beauty House & Home Computer & Electronics Health & Fitness Clearance Special Collections Special Collections features unique items from the most popular guests and designers.

Hosts
ShopNBC hosts are among the best in the business. They are passionate about what they do. They are credible in what they have to say, having developed expertise in our product categories. And they are sincere in sharing themselves with our customers every day.

Vision
To be the premium lifestyle brand in the TV shopping and broadband industry.

Mission
As an integrated, multi-channel electronic retailer, they delight and surprise their customer with brands and products that are meaningful, unique and relevant. ShopNBC's merchandise brand positioning will aim to be destination and authority for home, fashion and jewelry shoppers. Their focus and commitment to the customer will be second-to-none, as they strive to change the face of electronic retailing and its related customer experience.

Values
SHOPNBCs values guide on daily actions and decisions, and represent the standard by which they are each held accountable. They reflect what is really important to them as a company, and as individuals. In order to truly offer a premium lifestyle brand, they must live these values each day and never compromise what we stand for. To them, premium means that they are best in class; excellence, not average in our measure.
Premium Customer Experience- The essence of our business Premium Execution - Deliver excellence every day Premium Leadership - It all begins with self Premium Innovation - Maintain an edge above the rest Commitment to Integrity - Follow the golden rule

Corporate Profile

Overview

ValueVision Media, Inc. (NASDAQ: VVTV) is a premium interactive retailer bringing high-quality merchandise and captivating content to customers across television, the Internet and mobile devices, under the ShopNBC brand. As of April 30, 2011, the ShopNBC television network reached over 79 million homes in the U.S. via cable affiliates and satellite: DISH Network (channels 134 and 228) and DIRECTV (channel 316). ShopNBC programming is also streamed live at www.shopnbc.com On a daily basis, ShopNBC meets customer demand -- whenever and wherever they may be -- with its unique product, special offers, entertaining hosts and guest experts, and educational demonstrations. In 2010, over 1.1 million active customers interacted with ShopNBC, shopping the categories of Home & Electronics, Health & Beauty, Fashion & Accessories, and Jewelry & Watches. ValueVision generated over $562 million in revenue in 2010, of which over $230 million (~41%) in orders were place via the Internet. Customers can purchase featured products via the Internet www.shopnbc.com by telephone or mobile devices, as well as interact with ShopNBCs social media community on Facebook, Twitter and YouTube. ValueVision has over 900 employees. Its corporate headquarters, broadcast facilities, and customer service center are located in Eden Prairie, outside Minneapolis, Minnesota. It also maintains fulfillment facilities in Kentucky and owns a TV station in Boston, MA. For product offers and channel listings visit www.shopnbc.com

Business profile
3rd largest shopping network in the United States Sell upscale products through multiple channels including TV, Internet, catalog and direct mail Owned and operated by ValueVision Media, Inc.

Industry:

Retail

Deployment Summary Inova LightLink middleware to integrate ACD data from four call centers Inova Data Scribe to write combined call statistics to database Inova Desktop Presenter to deliver real-time call statistics to studio monitors Inova Web module to publish call statistics to intranet for viewing by agents and executives Benefits Balancing calls across centers based on real-time data eliminates guesswork, resulting in lower abandonment rates View of current call center conditions enables hosts to make better decision about show pacing, maximizing revenue opportunities

TARGET CUSTOMERS
Primarily female Range 35-64 years old Average income over $70K Has a taste for the good life Fashion forward taste Wants authenticity and proud of shopping on TV and online Craves excitement and newness Loves the story behind the product Wants to be educated Looks to be transformed Embraces the community of shopping on TV and online

PREMIUM BRAND POSITION

COMPETITORS OF SHOPNBC
1. HSN.COM 2. QVC.COM 3. MYJEWELRYBOX.COM 4. SHOPZILLA.COM 5. TARGET.COM 6. ZALES.COM 7. AMAZON.COM 8. BIRKS.COM 9. LIKE.COM 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. MACYS.COM BIDZ.COM TIFFANY.COM SARRAF.COM THESHOPPINGCHANNEL.COM GORDONSJEWELRS.COM BESTO.COM NEXTAG.COM ALWAYSATAUCTION.COM SHOPPING.YAHOO.COM GIFTS.COM

DIFFERENTIATION POINTS
ShopNBC distinguishes itself from the competition based on its rich on-air look& feel. Upscale merchandise mix Compelling values. World class customer service and affiliation with NBC. Likened to high-end retailers. ShopNBC, for instance, will sell a certified pair of one carat diamond hoop earrings for only $299, whereas in a traditional retail outlet this product would sell for $1000. Moreover, the entire organization is committed to Red Carpet Customer Care. A common bond that keeps associates thinking about the things they can do to. Better serve and satisfy their loyal and affluent customers.

TYPES OF JEWELLERY
Earrings Chains Pendants Necklace Rings Charms, Beads, Key chains

Majority of the jewelry i.e. around 80% is stone setted and the major focus is in silver. (Ref. Annexure 1)

PRICING STRATEGY
Price of the products varies from medium to high range as their target customers are medium to higher class families. ($34.09 - $1,010,00). Also, the price varies with the TV shows for e.g.

Shows like- Belita Platinum, Diamond Treasures, Sonia Bitton for Brilliante, Gems in Vogue offers high range products whereas other shows offer medium range products.

SUGGESTIONS
As the major focus of SHOPNBC is on silver jewellery, there is a great opportunity for Derewala to follow them as they themselves are internationally renowned silver manufacturers Derewala owes variety of design patterns in silver jewellery, so they can offer it to SHOPNBC.

For Sales & Marketing

Communication with the customers and clients on regular basis. Building customer loyalty by being in touch with them, greeting them on certain occasions. Customer satisfaction by providing them with the best services an organization can. Customer feedback, by introducing feedback forms regarding your products. Branding of their products /services/business, it helps in building awareness amongst the customers about the business. Working upon under performing employees. By focusing more on your USP. Networking, in order to build more clients. By introducing incentive schemes (monetary, gifts, passes etc) to motivate sales employees. Along with the international business Derewala can launch their fashion centric silver jewellery in domestic market as well.

TV SHOWS
Gemstone jewelry party Girlfriend jewelry party Colors of summer jewelry Winter ridge turquoise with Paul Deasy The gem insider with Paul Deasy Nyc Li jewelry Birthstone jewelry celebration Gems in vogue jewelry Black and white jewelry Gemstone jewelry Omar Torres jewelry design Jewelry once only party Telkari Turkish silver jewelry Belita Platinum Diamond treasures Sonia Bitton for brilliante Turquoise jewelry Gem treasures Enamel Gemstone jewelry Bayou 925 jewelry

BIBLIOGRAPHY
Websites: www.shopnbc.com www.scribd.com www.google.com www.derewala.com