DEVELOPING MARKETING STRATEGY OF PALETTE – AN INDIAN JEWLERY BRAND

• Main Author: Nathani, Karan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36875
• Institution: Institut Teknologi Bandung

Jewelry plays an important role in a woman’s life - it is what a woman uses to express herself, create her identity. She may be a mother, a student, an entrepreneur or a doctor - but she is always a woman who blooms under a little note of appreciation, and a gesture of respect for identity of her own.Jewelry designers may not be as customer centered as Kotler recommends. Additionally they are not constantly seeking to grow and make most profit out of satisfying consumer needs better than competitors. However, it is imperative even for an individual designer to examine what the customers want and demand as well as to think of a plan to satisfy this demand. Palette is relatively new jewelry brand that specializes in affordable handcrafted jewelry made out of 92.5 sterling silver.Consequently the purpose of this study is to create a guideline for a marketing plan and brand awareness strategies for new jewelry companies and jewelry designers using Palette as an example. Qualitative and quantitative methods were chosen for this study in form of interviews and sampling of 500 respondents in order to gain a wider and clearer picture of the subject.Based on this study every player in the jewelry business has the possibility to reach the desired level of profit in the jewelry industry of India by designing and producing jewelry.