1

SUMMER TRAINING REPORT ON

IDENTIFYING THE INNOVATIVE BRAND BUILDING
COMPONENTS FOR SANCHI PRODUCTS OF MMTC

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE REQUIREMENT
OF POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM)



Submitted to: Submitted by:
External Mentor: Rakhi Tanwar
Mr Vaibhav Agarwal PGDM 5B
Deputy Manager, MMTC Ltd Roll No.-81
Internal Mentor:
Ms Garima Sachdeva
Assistant Professor, JIMS

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL, KALKAJI,
NEW DELHI
2

DECLARATION


This to declare that this project is an authentic record of our original work carried out under the
guidance of Mr. Vaibhav Agarwal, Deputy Manager, MMTC Limited and Ms. Garima
Sachdeva, Assistant Professor, Jagannath International Management School, Kalkaji Campus. I
further declare that I have not submitted this document to any other School, University, or
Institution in whatever manner.

Date Rakhi Tanwar
3

CERTIFICATE FROM EXTERNAL MENTOR















4

CERTIFICATE FROM INTERNAL MENTOR















5

CONTENTS

S.No. TOPIC PG NO.
1. Acknowledgement 6
2. Ch-1 Introduction
Company Profile
Companys Objectives
Awards & Rankings
History
Business Verticals
Basic Terminologies
Competitors

3. Ch-2 Literature Review
4. Ch-3 Objectives & Limitations
5. Ch-4 Findings & Analysis
Bar-chart
Z-Test
Chi-Square
Correlation

6. Ch-5 Recommendations & Suggestions
7. Annexure
Questionnaire for General Public
Questionnaire for Employees
Data View of SPSS
Variable View of SPSS

8. Bibliography



6

ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who
graciously gave me their time and expertise.
They have provided me with the valuable guidance, sustained efforts and friendly approach. It
would have been difficult to achieve the results in such a short span of time without their help.
I deem it my duty to record my gratitude towards the External Mentor Mr Vaibhav Agarwal,
Deputy Manager, MMTC Limited and Internal Mentor Ms. Garima Sachdeva, Assistant
Professor, JIMS Kalkaji who devoted their precious time to interact, guide and gave me the
right approach to accomplish the task and also helped me to enhance my knowledge and
understanding of the project.

Rakhi Tanwar
PGDM 5B
Roll No.-81














7






CH-1
INTRODUCTION















8

COMPANY PROFILE

MMTC Ltd., Metals and Minerals Trading Corporation of India, is one of the two highest
earners of foreign exchange for India and India's largest public sector trading body. Not only
handling the export of primary products such as coal, iron ore, and manufactured agro and
industrial products, MMTC also imports important commodities such as ferrous and non-
ferrous metals for industry, and agricultural fertilizers. MMTC's diverse trade activities cover
Third Country Trade, Joint Ventures and Link Deals and all modern forms of international
trading. The Company has a vast international trade network, spanning almost in all countries
in Asia, Europe, Africa, Oceania, America and also includes a wholly owned international
subsidiary in Singapore, MTPL. It is one of the Mini Ratnas companies.
MMTC is one of the two highest foreign exchange earner for India (after petroleum refining
companies).It is the largest international trading company of India and the first public
sector enterprise to be accorded the status of Five Star Export Houses by Government of
India for long standing contribution to exports.
Being the largest player in bullion trade, including retailing, MMTC's share was 146 tonnes
of gold out of the total import of 600 tonnes of the precious metal in 2008-09.
It has retail jewellery & its own branded Sterling Silverware-SANCHI (92.5%) showrooms in all
the major metro cities of India. SANCHI when started in 1998 had only 4 types of products but
now has more than 1300 Silverware products. The Silverware is specifically introduced for
quality conscious consumers. The product range is known for its purity, high quality, and designs
which are simple yet elegant and appealing. These products can be ordered online and also
available at MMTC Franchisees & showrooms.
The biggest differentiation of MMTC from other brands is on the basis of Trust and Purity.
Moreover, BIS has granted recognition to MMTC as an Assaying & Hallmarking Center under
BIS Hallmarking Scheme for gold jewellery which matters a lot to the customers. These have
been set up at New Delhi and Kolkata for testing purity of its articles. Corporate constitute major
part of its customers as they use Silverware Products as a gift to the Employees & Business
Partners.






9

CORPORATE OBJECTIVES

As the largest trading company of India and a major trading company of Asia, MMTC aims at
improving its position further by achieving sustainable and viable growth rate through excellence
in all its activities, generating optimum profits through total satisfaction of shareholders,
customers, suppliers, employees and society.

1. To be a leading International Trading House in India operating in the competitive global
trading environment, with focus on bulk as core competency and to improve returns on
capital employed.
2. To retain the position of single largest trader in the country for product lines like
minerals, metals and precious metals.
3. To promote development of trade-related infrastructure.
4. To provide support services to the medium and small scale sectors.
5. To render high quality of service to all categories of customers with professionalism and
efficiency.
6. To streamline system within the company for settlement of commercial disputes.
7. To upgrade employee skills for achieving higher productivity.



Our responsibilities extend beyond trading

Contributing to the welfare of communities in which it operates is a natural element of MMTC's
activities. MMTC activities are aligned to the Millennium Development Goals laid down by
the Govt. of India towards eradication of extreme hunger and poverty, achieve universal primary
education, promote gender equality and empower women, ensure environmental sustainability
and develop a global partnership for development. MMTC continues its unstinted efforts to
promote clean environment and scientific development of mines as also support the government
relief measures in natural calamities.
The Company and its employees have lived up to the responsibilities as Corporate Citizens and
have been playing their role in the times of crisis in the country.


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AWARDS AND RANKINGS CONFERRED ON MMTC

Most Caring Companies Award' - received for Global CSR Excellence - presented by the
World CSR Congress - held on 18 February 2013

Recognition for being one of the 30 Most Talented HR Leaders in PSUs & HR
Leadership Award - to Director (Personnel) Shri Rajeev Jaideva for Global HR
Excellence - presented by the Institute of Public Enterprise (IPE) - held on 16 - 17
February 2013

MoU Excellence Award Limited for the year 2009-10 - by the Department of Public
Enterprises, Ministry of Heavy Industries & Public Enterprises, Government of India
held on 31
st
January, 2012

CAPEXIL's award for Highest Export in Minerals and Ores Sector for the year 2010-
11(20th time in a row).

MMTC Limited was awarded DHL-CNBC-TV18 International trade award 2010-11,
powered by ICRA.

EEPC Gold Trophy for Star Performance in Product Groups for 2009-10- Export of Non
Alloy Pig Iron- for being Top Exporter at the 42
nd
EEPC India National Awards for
Export Excellence - held on 22 December 2011.

EEPC Star Performer Award 2010-11 - in Basic Iron & Steel category in Large
Enterprise group - at the 43
rd
EEPC India National Awards for Export Excellence - held
on 23 March 2012.

EEPC Silver Trophy for being Top Exporter of the Year 2010-11 in Medium Enterprise
Group - held on 28 September 2012

Dun & Bradstreet-Rolta Corporate Award 2011 - in Trading Sector by Dun &
Bradstreet & Rolta - held on 2 June 2012
11

Dun & Bradstreet PSU Award 2012 - in Trading Sector by Dun & Bradstreet - held on
29 May 2012

PRSI National Award 2010-11 for Festival of Gold (Oct.11), in Event Management
Category by the Public Relation Society of India held on 23 December 2011

BT Star PSU Excellence Award 2012 - for contribution towards CSR by Bureaucracy
Today - held on 25 May 2012

Rajbhasha Award received for the third consecutive year in recognition of
commendable work done in the field of our national language on 3 August, 2012

Top Rankers Award 2010-11 for Organizational Excellence held on 23 December
2011

MMTC Limited Ranked 17th in BT 500 (publication of Business Today) amongst
"India's most valuable companies".

PRSI National Award 2011-12 for Festival of Gold (Apr.12), in Event Management
Category by the Public Relation Society of India held on 29 September 2012










12

HISTORY

The Company was incorporated on 26 September 1963 at New Delhi. The Corporation started
functioning on 1st October. The main objectives of the company were export of mineral ores and
import of essential metals. The MMTC has its origins in the 1950s, when the Indian government,
with the interest of boosting agricultural and industrial development, determined to earn valuable
foreign currency through the export of canalized mineral ores, which the country had huge
deposits of.

The Company had commenced its operation on 1 October 1963. With the rapid growth of the
State Trading Corporation (STC) in its direct trading activities and in view of the importance
given to the exports of mineral ores in the country's Five Year Plans, a decision was taken by the
Government of India to split the STC and establish another corporation to deal exclusively with
the trade in minerals and metals.

Japan and South Korea continued to be the major markets till the year of 1994. Then it made a
foray into European market with the exports of one lakh tonnes of iron ore
to Slovakia and Romania. Also in the same year, the company had commenced import of gold
and silver against special import license for supply to the customers in the domestic area. Imports
worth 20 metric tonnes of gold and silver worth 270 tonnes was made and the company opened
new gold vaults at Hyderabad and Vizag to offer its services to the customers in these areas.
However, manganese ore exports remained depressed due to recession in the steel industry.

The wholly owned subsidiary MMTC Transnational Private Ltd, Singapore was incorporated
under the control of company in the year 1994 itself. During the year 1995, MMTC opened a
duty-free jewellery show room at Chhatrapati Shivaji International Airport and a Memorandum
of understanding was signed with the government of Orissa for development of existing
Gopalpur minor port into an all-weather, deep water and direct berthing port. In the same
year, Board for Industrial & Financial Reconstruction (BIFR) had approved the scheme of
merger-cum-amalgamation of Mica Trading Corporation of India Limited (MITCO) with
MMTC. From the year 1996 onwards, the company started to import the Chemical items and
Homeopathic Medicines, orean companies for the supply of iron ore.

The Company was ranked in Trading Sector by Business Standard in their publication BS 1000
'India's Corporate Giants' released in December 2006 and also noted as Top Company in the
trading sector for the D&B by coveted American Express Corporate Award 2006. MMTC
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bagged a gold trophy for top Exporter for the Year 2006-07 in Merchant Exporter category by
Engineering Export Promotion Council of India (EEPC).

Today MMTC has the distinction of being:
Largest exporter of minerals from India
India's Largest Bullion Trader
One of India's biggest importer of Non Ferrous Metals
India's largest importer of Steel-Coal
One of India's leading importer of fertilizers
One of India's largest trader of Agro Products
















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BUSINESS VERTICALS

1) MINERALS


MMTC Limited continues to be the countrys leader in mineral exports for over four decades
now. MMTCs performance in mineral trade has been acknowledged by the CAPEXIL
(Chemicals and Allied Products Export Promotion Council) by conferring the nations highest
award for excellence in minerals exports 20
th
time in succession.
Items of Trade --IRON ORE, MANGANESE ORE, CHROME ORE, OTHERS (Mud
Chemicals, Barytes, Bentonite, Bauxite, Talc, Gypsum, Feldspar, Quartz/Silica Sand, Garnet
Sand, Kaolin (China Clay), Vermiculite)

MMTC continues to lead India's foray in mineral exports with global success for four decades by
redefining standards of global excellence by customer satisfaction worldwide. It continues to be
the largest supplier of Iron Ore, handling about 15% of Indias total exports.
MMTC has managed with commendable elan the bulk operations spread across far - flung areas
in the mineral rich states of the country and by exporting minerals from all the major ports of
India, thus utilizing the extensive network of infrastructure facilities.

MMTC's drive for excellence is reinforced by its marketing thrust in traditional markets like
Japan and S. Korea and Pakistan. MMTC is the catalyst in developing the Chinese market for
Indian Iron Ore since the mid 1980s.
MMTC, India's largest foreign trade enterprise, reiterates its commitment to augment India's
share in the global market for minerals and ores. For our consistent and sustained performance in
the global arena, we deeply thank our valued patrons, associates and partners who have helped us
reach the pinnacle of global standards.

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2) PRECIOUS METALS, GEMS & JEWELLERY



The Precious Metal Division has consistently contributed significant proportion of the total
turnover of the company. It is an authorized agency of the Government of India for import of
gold, silver, platinum, palladium, rough diamonds, emeralds, rubies and other semi-precious
stones and supplies these items to jewellers in India for domestic sales and exports.

The company also operates in-house assaying and hallmarking units at New Delhi, Kolkata and
Jaipur for testing purity of gold and gold articles duly accredited with BIS. Customized
requirements for corporate/institutional orders are serviced from here throughout the year.
MMTC has retail jewellery & its own branded Sterling Silverware (Sanchi) showrooms in all the
major metro cities of India.

Sanchi is MMTC's brand of Silverware specifically introduced for the quality conscious
consumer. MMTC has introduced sterling silverware (92.5%) for the discerning customers.
Sanchi is known for its purity, quality and design. The designs are simple yet elegant and
appealing.

These products can be ordered in bulk for corporate gifts etc. and are available at MMTC owned
retail showrooms and Stockist showrooms.








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3) METALS & INDUSTRIAL RAW MATERIAL



MMTC imports following metals as per London Metal Exchange deliverable specifications and
also Non-LME grade material according to the requirements of the customers:
1. Non-Ferrous Metals (Copper, Aluminium, Zinc Ingots, Lead Ingots, Tin Ingots, Nickel,
Briquettes, Ferro Nickel etc.)
2. Minor Metals (Antimony, Silicon, Magnesium, Mercury)
3. Industrial Raw Materials, Noble metals and Ferro alloys

Customers of MMTC include institutional buyers, who have stringent quality norms for
accepting the raw materials. Quality Certificate from Producer/ LME approved assayer is
essentially a part of MMTC's purchase contract.
MMTC imports quality material, duly approved by LME and conforming to international
specification viz. ASTM or BSS. Customers of MMTC include institutional buyers, who have
stringent quality norms for accepting the raw materials. Quality Certificate from Producer/ LME
approved assayer is essentially a part of MMTC's purchase contract.
MMTC imports non-ferrous metals generally on CIF/C&F/CFR Main Indian Ports basis. The
purchase price is based on the LME cash settlement price plus premium. A variety of tailor-made
pricing options to suit the requirements of different customers like monthly average price,
flexible quotational period from date of order to 5 to 25 days after B/L date depending on the
shipment from load port, spot pricing etc. are offered.





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4) AGRO PRODUCTS



MMTC Limited provides full logistic support from procurement, quality control to guaranteed
timely deliveries of agro products from different parts of India through a wide network of
regional and port offices in India and its contacts abroad.

The agro trade primarily depends on Govt policies and vagaries of monsoon. At times when the
surplus agro products are available in the country, the export opportunities emerge while in the
period of shortages the agro products need to be imported. The Agro Group of the company shall
continue to pursue plans and strategies to meet the shortages of edible oils, food grains & pulses
in the country by imports and export of surplus availability of agro products like Wheat in the
country.

The group is geared up to meet the challenges stemming from wide variations in quantity/
product range available for imports/ exports besides broadening the commodity profile to ensure
future sustainability of business growth.

ITEMS OF TRADE Wheat, Rice, Maize, Soya bean Meal, Sugar, Edible Oil, Pulses

MMTC's UNIQUE POSITION IN THE FIELD OF AGRO TRADE

1. Reliable established supplier/buyer having over 3 decades of experience in the trade.
2. Exporting/Importing in bulk.
3. Sourcing from established suppliers.
4. Securing competitive prices through bulk buying.
5. Strong links with government & state marketing agencies.
6. Recognized as the best quality supplier of Agro products.
7. Large warehousing facilities having proximity to rail-heads and ports.
8. Well controlled logistics for movement of goods.
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5) FERTILIZERS & CHEMICALS



MMTC has built this unique position for itself through its continued presence for about four
decades in the fertilizer arena internationally. MMTC has built a niche for itself and has been
extending the benefit of its four decades of experience in buying, selling and excellent net-
working, which has been continuously adding value in the supply chain.

MMTC has been trading in chemicals. With its vast rich experience in international trade
coupled with the reputation it enjoys amongst trading partners across the globe, MMTC offers all
possible assistance to both importers and exporters of chemicals.

As a result, MMTC remains the single unique window for buying and selling of all fertilizer
products globally. Some of them are Ammonia, Sulphur, Rock Phosphate, Phosphoric Acid, Di-
ammonium Phosphate (DAP), Muriate of Potash (MOP).











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6) COAL & HYDROCARBONS


Coal and Hydrocarbon is identified as one of the core areas of business for MMTC and Steam
coal is identified as a thrust product for import. The coal and hydrocarbons business has achieved
a turnover of Rs 18390 million in 2004-05. The above turnover is comprised of mainly LAM
COKE, Coking Coal and steam coal.
During 2004-05 MMTC transacted a business of around 1.10 million tons of Coking Coal, 0.50
million tons of LAM COKE and 1.39 million tons of steam coal. A quantum jump both in value
and quantity of coking coal and non-coking steam coal total 6 million tons valued at Rs.2500
Million - is expected during 2005-06.
MMTC withstood the stiff competition due to its continuous and persistent efforts in diversifying
its markets, offering value added products and services to its existing customers, enlarging its
product range and customer base, expanding extensively its infrastructure facilities, using its
expertise in trading by attaching utmost care and importance to its trade commitments as also the
quality service and product.

Certain specific strengths of MMTC, which make it a strong player in this sector are:

1. Strong business relationship with the leading coal mines and reputed suppliers of various
coal and hydrocarbon products. A list of suppliers whose credentials are established are also
updated from time to time. They are retained by MMTC for sourcing.
2. Elaborate infrastructure facilities for bulk handling with arrangements for rail and road
transport, warehousing, port and shipping operations, which gives MMTC complete control
over trade logistics.
3. One of the biggest International traders in bulk in the country.
4. Importing non-coking steam coal continuously for the power plants under long-term
contracts.


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7) GENERAL TRADE

MMTC is equipped and dedicated to deliver International Trading solutions in the trading of a
vast range of commodities like Chemicals, Drugs and Pharmaceuticals, Paraffin Wax, PVC
Resin and Granules wool and cotton, cement, clinker, gypsum, security equipment and
engineering goods, they are always open to any other items of interest to the trade and industry,
from anywhere in the world with particular focus on SAARC, CIS and East European countries.






















21

To identify the brand building components of SANCHI Silverware, we need to understand
some basic terminologies:

MARKETING
Marketing is the process of communicating the value of a product or service to customers, for the
purpose of selling that product or service. Marketing is the science of choosing target
markets through market analysis and market segmentation, as well as understanding consumer
behavior and providing superior customer value. From a societal point of view, marketing is the
link between a society's material requirements and its economic patterns of response.

ADVERTISING
Advertising in business

is a form of marketing communication used to encourage, persuade, or
manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or
continue to take some action. The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful. Advertising messages are usually paid for
by sponsors and viewed via various old media; including mass media such as newspaper,
magazines, television advertisement, radio advertisement, outdoor advertising or direct mail;
or new media such as blogs, websites or text messages.

SOCIAL MEDIA
Social media is the social interaction among people in which they create, share or exchange
information and ideas in virtual communities and networks.

CONSUMER
A consumer is a person or group of people, such as a household, who are the final users of
products or services. The consumer's use is final in the sense that the product is usually not
improved by the use.





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BRAND POSITIONING
Brand positioning refers to target consumers reason to buy your brand in preference to others.
It involves identifying and determining points of similarity and difference to ascertain the right
brand identity and to create a proper brand image. Brand Positioning is the key of marketing
strategy. A strong brand positioning directs marketing strategy by explaining the brand details,
the uniqueness of brand and its similarity with the competitive brands, as well as the reasons for
buying and using that specific brand.

BRAND RE-POSITIONING
Repositioning refers to the major change in positioning for the brand/product. To successfully
reposition a product, the firm has to change the target markets understanding of the
product. Firms may consider repositioning a product due to declining performance or due to
major shifts in the environment. Many firms choose to launch a new product (or brand) instead
of repositioning because of the effort and cost required to successfully implement the change.









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THE COMPETITORS OF MMTCS BRAND SANCHI ARE:-

1. GITANJALI JEWELLERS



Gitanjali Group is one of the largest branded jewellery retailers in the country. It is
headquartered in Mumbai, India Gitanjali sells its jewellery through over 4000 Points of Sale and
enjoys a market share of over 50 per cent of the overall organised jewellery market in India.
Prominent brands housed by the group are Nakshatra, D'damas, Gili, Asmi, Sangini, Maya,
Giantti, World of Solitaire, Shuddhi, Diya to name a few.
Gitanjali is engaged in the cutting and polishing diamonds as well as in jewellery manufacturing,
branding and retailing.
It exports its cut and polished diamonds, as well as its diamond and other jewellery products to
various international markets such as the USA, Middle East, Japan, China, Hong Kong, Thailand
and to markets in Europe such as Antwerp and Italy.
The group remains a dominant player in the diamond and jewellery segments. It has also
recently forayed into the retail and lifestyle space.





24

2. NAKSHATRA JEWELLERS

Nakshatra is a jewellery brand based in Mumbai, Maharashtra.It is a part of multi billion
Gitanjali Group. The jewellery range includes rings, earrings, neck sets and bracelets in novel
designs.
Nakshatra is a brand owned by the Gitanjali Group (DTC),with manufacturing, distribution and
marketing rights held by done by Brightest Circle Jewellery.

3. GILI

Gili is Indias first jewellery brand launched in 1994 to reflect the aspirations and outlook of the
young new India.
It was the first jewellery brand to be retailed through departmental stores. It is also the first
jewellery brand of India who got Super brands status. It introduced the concept of MRP in the
jewellery industry, and brought uniformity by offering identical quality, identical designs and
identical pricing across the country.
In 2008, Gili got a brand ambassador for the first time in its history Bipasha Basu. This marked
a new phase in the development of the brand, as it aimed to reach out to women of all age groups
and increase its aspirational value.

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4. TANISHQ



Tanishq is a prominent jewellery brand of India. It pioneered the concept of branded jewellery
and ornaments in India.
It is a division of Titan Company Limited,a company promoted by the Tata Group, one of India's
largest conglomerates, in collaboration with the Tamil Nadu Industrial Development Corporation
(TIDCO). The name was formed by combining the first two letters from Tata and "NISHK"
(meaning gold coin or necklace in Sanskrit), although the k has been modified into a q.
Tanishq's headquarters is at Bengaluru (Bangalore) in Karnataka. Tanishq started in 1994 and
challenged the established family jeweller system prevalent in India. They have set up
production and sourcing bases with thorough research of the jewellery crafts of India. Their
factory located at Hosur, Tamil Nadu (India) spreads over 135,000 sq ft (12,500 m2).
Tanishq was launched as a range of jewellery and jewellery watches meant for the European &
American markets, but later on shifted focus on Indian markets to tap the domestic opportunity
too. They spread awareness to the public about alleged impurity in Gold .
Tanishq introduced innovations like Karatmeter, the only non-destructive means to check the
purity of gold and machine made jewellery.
In India, Tanishq has country wide presence. In November 2012, Tanishq reached a landmark
when it opened its 150th showroom in India. Tanishq is one of the major Tata brands with a
strong appeal for women.
Tanishq brand has recently been promoted inside popular Hindi movies also, like in Race 2. It
runs a popular scheme called Golden Harvest for sales promotion and to help buyers plan for
large purchases like during weddings.


26

5. KALYAN JEWELLERS


Kalyan Jewellers is the largest jewellery chain in India. It is headquartered in Thrissur city,
Kerala. T.S. Kalyanaraman is the Chairman and Managing Director. Kalyan Group is the holding
company of Kalyan Jewellers.
It employs around 4,000 people all over India. T.S. Kalyanaraman in 1993 started the first
jewellery shop named Kalyan Jewellers in Thrissur with a capital of INR7.5 million
(US$120,000). Later he expanded to 52 showrooms all over South India.
Bloomberg has valued Kalyan Jewellers at about $1 billion in January, 2013.
Amitabh Bachchan, Manju Warrier, Aishwarya Rai Bachchan, Nagarjuna Akkineni, Prabhu
Ganesan and Shivaraj Kumar are the brand ambassadors of the Kalyan Jewellers. Earlier Miss
Universe 1994 Sushmita Sen was the ambassador.
According to media reports, Aishwarya Rai Bachchan has charged INR100 million (US$1.7
million) per year for a two year deal with Kalyan. The advertising and marketing budget of
Kalyan is around INR900 million (US$15 million).





27

6. PC Jewellers



PC Jeweller Limited (BSE: 534809) started operations in April 2005 with one showroom at
Karol Bagh Delhi. It is a first generation business promoted by two brothers- Padam Chand
Gupta and Balram Garg.
The company however, had a vision of expanding its presence in the retail segment.
It has accordingly been opening showrooms at regular intervals and today has strength of 41
stores spread over 33 cities. PC Jeweller engages in the manufacture, export, wholesale, and
retail of jewelry in India. It offers gold and diamond jewelry.
The companys business model consists of opening large format, stand alone stores at high street
locations. Its stores stock a wide range of jewellery across all price points, with an increasing
focus on diamond jewellery. The company sells only hall marked jewellery and certified
diamond jewellery.




28






Ch-2
Literature Review








29

Some research has already been conducted on the same. The recommendations and suggestions
provided were as follows:

BROAD SELECTION
Consumers buy one item multiple times for a different reason each time. Therefore, the
choice varies. The brand has to have a well segregated collection for different occasions,
purposes, budgets and lifestyles.

COST EFFECTIVENESS
Rising crude metal prices are making it difficult for middle class customers to purchase
silverware. They expect brand to charge reasonable processing charges.

EXPLORE NEW MARKETS
People are shelling thousands of rupees on silverwares. The brand can provide them good
alternative in the form of branded silverware.

HASSLE FREE BUYING EXPERIENCE
Well streamlined biling procedures, simplified product portfolio, customization of designs
with no added costs and small waiting time can add to consumer delight.

ENHANCE VISIBILITY
Consumers know MMTC for the exclusive exhibitions. Many are not aware of the
showrooms. Many remained unsatisfied with the buying experience. The brand needs to
strengthen people and processes for a wider and happier consumer base.

SOUND PRODUCT PORTFOLIO
The existing consumers do not want anything out of the world. They want a broad and
relevant collection within existing product segments. Many respondents agreed that the brand
has very good collection under some segments whereas, some other segments are totally
neglected by the brand.

30

ASSURANCE ON RESALE
There is doubtful image on the resale value of MMTC products. Many want brands to buy
back its products like other jewellers do.

CUSTOMER INVOLVEMENT
Well informed customer acts as brand agent. The brand is suggested to conduct promotional
activities in terms of discounts, activities, sponsorships and trade practices to make the
customers spread positive word of mouth.




















31








Ch-3
OBJECTIVES & LIMITATIONS











32


OBJECTIVES OF THE PROJECT


1. To ascertain the causes of low performance of the brand.

2. To analyze employee opinion about brand reviving.

3. Brand repositioning through consumer insights and perspective.

4. To suggest strategies for brand revival.

5. To act as a platform for further research in the area.



LIMITATIONS OF THE PROJECT


1. Time duration was 2 months only which was not enough to conduct the research.

2. Location was restricted to Delhi only.








33











Ch-4
METHODOLOGY












34


METHODOLOGY

The logic behind taking methodology into consideration is that one can have knowledge about
the method and procedure adopted for achievement of objectives of the project.

RESEARCH DESIGN - Descriptive research
Descriptive research (or statistical research) provides data about the population or universe being
studied. But it can only describe the "who, what, when, where and how" of a situation, not what
caused it. Therefore, descriptive research is used when the objective is to provide a systematic
description that is as factual and accurate as possible. It provides the number of times something
occurs, or frequency, lends itself to statistical calculations such as determining
the average number of occurrences or central tendencies.
One of its major limitations is that it cannot help determine what causes a specific behaviour,
motivation or occurrence. In other words, it cannot establish a causal research relationship
between variables.


TOOLS FOR DATA COLLECTION
Data can be collected by using main two methods i.e. primary data and secondary data. In this
research project, I have used primary data.

PRIMARY DATA
Primary data is the data which is used or collected for first time and it is not used by anyone in
the past.
SAMPLING UNIT Delhi
SAMPLING AREA South Delhi & West Delhi
SAMPLING SIZE 20 Employees and 50 General Public
35

This method of data collection is quite popular, particular in case of big enquiries. Here in our
research, I have prepared two types of questionnaires, one for Employees of MMTC and one for
General Public.
TOOLS OF DATA ANALYSIS
Bar Charts
Chi - Square
Z Test
Corelation





















36








CH-5
FINDINGS & ANALYSIS






37



BAR CHARTS



38




39




40




41




42







43


Interpretation:
The expected mean is 8.3 in each case of factors affecting purchase but observed mean is higher
than expected in case of Purity and price.
The expected mean is 12.5 in each case of purpose behind purchase but observed mean is higher
than expected in case of Festivals and Occasions.
44


INTERPRETATION:
The expected mean is 25.0 in each case of purchase preference but the observed mean is
higher than expected in case of family/local jewelers.
The expected mean is 12.5 in each case of Convenience in BS but the observed mean is
higher in case of satisfactory and average.
The expected mean is 12.5 in each case of Trustworthiness in BS but the observed mean is
higher than expected in case of average, good and excellent.


45


The expected mean is 10 in each case of Price in BS but the observed mean is higher than
expected in case of satisfactory and average.
The expected mean is 12.5 in each case of Good Investment in BS but the observed mean is
higher than expected in case of satisfactory and average.
The expected mean is 16.7 in each case of Purity and Investment in BS but the observed
mean is higher than expected in case of good.



46


The expected mean is 10 in each case of Design in BS but the observed mean is higher than
expected in case of satisfactory and average.
The expected mean is 10 in each case of Convenience in LS but the observed mean is higher
than expected in case of satisfactory and average.
The expected mean is 10 in each case of Trustworthiness in LS but the observed mean is
higher than expected in case of satisfactory and average.

47


48


49


50





51

Correlations

Notes
Output Created 31-Jul-2014 14:51:55
Comments
Input Data E:\Anjali.genpublic.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
51
Missing Value Handling Definition of Missing User-defined missing values are
treated as missing.
Cases Used Statistics for each pair of variables are
based on all the cases with valid data
for that pair.
Syntax CORRELATIONS
/VARIABLES=Brands Factors
Purpose Prefernce Factor1BS
Factor2BS Factor3BS Factor4BS
Factor5BS Factor6BS Factor1LS
Factor2LS Factor3LS Factor4LS
Factor5LS Factor6LS Influence
Payment Expectation Online
Awareness Souce
Resources Processor Time 00 00:00:00.078
Elapsed Time 00 00:00:00.189


52

Correlations

Brand
awarene
ss
Factors
affecting
purchas
e
pupose
behind
purchas
e
Purchas
e
preferen
ce
convenie
nce in
BS
Trustwor
thiness
in BS
Price
in BS
Good
Investm
ent in
BS
Brand
awareness
Pearson
Correlation
1 .091 -.006 -.085 -.106 -.035 -.038 -.188
Sig. (2-
tailed)

.531 .965 .557 .464 .811 .791 .192
N 50 50 50 50 50 50 50 50
Factors
affecting
purchase
Pearson
Correlation
.091 1 .059 -.078 -.099 -.022 .000 -.081
Sig. (2-
tailed)
.531

.686 .589 .496 .879 1.000 .578
N 50 50 50 50 50 50 50 50
pupose behind
purchase
Pearson
Correlation
-.006 .059 1 .122 .070 -.099 -.088 -.225
Sig. (2-
tailed)
.965 .686

.400 .630 .493 .541 .117
N 50 50 50 50 50 50 50 50
Purchase
preference
Pearson
Correlation
-.085 -.078 .122 1 -.165 -.078 .136 -.115
Sig. (2-
tailed)
.557 .589 .400

.254 .589 .345 .425
N 50 50 50 50 50 50 50 50
convenience in
BS
Pearson
Correlation
-.106 -.099 .070 -.165 1 .092 -.232 .052
Sig. (2-
tailed)
.464 .496 .630 .254

.526 .104 .722
N 50 50 50 50 50 50 50 50
53

Trustworthiness
in BS
Pearson
Correlation
-.035 -.022 -.099 -.078 .092 1 -.270 .029
Sig. (2-
tailed)
.811 .879 .493 .589 .526

.058 .843
N 50 50 50 50 50 50 50 50
Price in BS Pearson
Correlation
-.038 .000 -.088 .136 -.232 -.270 1 -.009
Sig. (2-
tailed)
.791 1.000 .541 .345 .104 .058

.951
N 50 50 50 50 50 50 50 50
Good
Investment in
BS
Pearson
Correlation
-.188 -.081 -.225 -.115 .052 .029 -.009 1
Sig. (2-
tailed)
.192 .578 .117 .425 .722 .843 .951

N 50 50 50 50 50 50 50 50
Designs in BS Pearson
Correlation
.060 .097 -.322
*
-.214 -.291
*
.182 .037 .152
Sig. (2-
tailed)
.681 .504 .023 .136 .040 .205 .798 .294
N 50 50 50 50 50 50 50 50
Purity &
Authenticity in
BS
Pearson
Correlation
-.218 -.087 -.137 -.114 .166 .284
*
-.141 .356
*

Sig. (2-
tailed)
.129 .546 .344 .430 .249 .045 .328 .011
N 50 50 50 50 50 50 50 50
Convenience in
LS
Pearson
Correlation
.067 -.048 -.139 -.042 -.149 .136 -.286
*
.138
Sig. (2-
tailed)
.645 .740 .336 .774 .300 .345 .044 .341
N 50 50 50 50 50 50 50 50
54

Trustworthiness
in lS
Pearson
Correlation
-.047 -.079 .059 .281
*
-.194 -.108 .100 -.102
Sig. (2-
tailed)
.748 .585 .683 .048 .177 .457 .491 .481
N 50 50 50 50 50 50 50 50
Price in LS Pearson
Correlation
.178 -.094 .045 -.134 -.211 -.023 .119 .026
Sig. (2-
tailed)
.215 .515 .757 .354 .141 .874 .411 .860
N 50 50 50 50 50 50 50 50
Good
Investment in
LS
Pearson
Correlation
.093 .057 -.077 .033 .020 .242 -.043 -.192
Sig. (2-
tailed)
.520 .694 .595 .820 .890 .091 .766 .182
N 50 50 50 50 50 50 50 50
Designs in LS Pearson
Correlation
-.141 -.014 .016 -.024 -.170 -.307
*
.062 -.156
Sig. (2-
tailed)
.330 .923 .913 .866 .237 .030 .668 .278
N 50 50 50 50 50 50 50 50
Purity &
Authenticity in
LS
Pearson
Correlation
-.167 -.223 .146 .209 -.151 .059 .115 -.066
Sig. (2-
tailed)
.245 .120 .312 .146 .295 .684 .427 .651
N 50 50 50 50 50 50 50 50
Awareness
about the brand
Pearson
Correlation
-.108 .000 -.265 -.017 .010 .187 .037 -.010
Sig. (2-
tailed)
.455 1.000 .063 .907 .943 .193 .798 .946
N 50 50 50 50 50 50 50 50
55

Mode of
payment
Pearson
Correlation
.397
**
-.138 .306
*
.149 -.096 -.107 .071 -.085
Sig. (2-
tailed)
.004 .341 .031 .300 .509 .460 .622 .556
N 50 50 50 50 50 50 50 50
Expections
while buying
Pearson
Correlation
-.215 -.129 .054 .149 -.006 -.127 .020 .114
Sig. (2-
tailed)
.134 .372 .707 .302 .969 .380 .889 .430
N 50 50 50 50 50 50 50 50
Online
Purchase
Pearson
Correlation
.116 .199 .173 .182 -.325
*
-.173 .194 -.078
Sig. (2-
tailed)
.421 .165 .228 .206 .021 .229 .176 .591
N 50 50 50 50 50 50 50 50
MMTC product
Awareness
Pearson
Correlation
.182 .123 -.086 .098 -.005 .182 -.078 -.047
Sig. (2-
tailed)
.206 .394 .550 .500 .970 .207 .593 .748
N 50 50 50 50 50 50 50 50
MMTC brand
awareness
Pearson
Correlation
.274 .069 -.162 .111 -.160 -.090 -.087 -.168
Sig. (2-
tailed)
.054 .632 .261 .441 .268 .536 .547 .243
N 50 50 50 50 50 50 50 50

Correlations
56


Designs
in BS
Purity &
Authenti
city in
BS
Conveni
ence in
LS
Trustwor
thiness
in lS
Price
in LS
Good
Investm
ent in LS
Designs
in LS
Purity &
Authenti
city in
LS
Brand
awareness
Pearson
Correlation
.060 -.218 .067 -.047 .178 .093 -.141 -.167
Sig. (2-
tailed)
.681 .129 .645 .748 .215 .520 .330 .245
N 50 50 50 50 50 50 50 50
Factors
affecting
purchase
Pearson
Correlation
.097 -.087 -.048 -.079 -.094 .057 -.014 -.223
Sig. (2-
tailed)
.504 .546 .740 .585 .515 .694 .923 .120
N 50 50 50 50 50 50 50 50
pupose behind
purchase
Pearson
Correlation
-.322
*
-.137 -.139 .059 .045 -.077 .016 .146
Sig. (2-
tailed)
.023 .344 .336 .683 .757 .595 .913 .312
N 50 50 50 50 50 50 50 50
Purchase
preference
Pearson
Correlation
-.214 -.114 -.042 .281
*
-.134 .033 -.024 .209
Sig. (2-
tailed)
.136 .430 .774 .048 .354 .820 .866 .146
N 50 50 50 50 50 50 50 50
convenience in
BS
Pearson
Correlation
-.291
*
.166 -.149 -.194 -.211 .020 -.170 -.151
Sig. (2-
tailed)
.040 .249 .300 .177 .141 .890 .237 .295
N 50 50 50 50 50 50 50 50
57

Trustworthiness
in BS
Pearson
Correlation
.182 .284
*
.136 -.108 -.023 .242 -.307
*
.059
Sig. (2-
tailed)
.205 .045 .345 .457 .874 .091 .030 .684
N 50 50 50 50 50 50 50 50
Price in BS Pearson
Correlation
.037 -.141 -.286
*
.100 .119 -.043 .062 .115
Sig. (2-
tailed)
.798 .328 .044 .491 .411 .766 .668 .427
N 50 50 50 50 50 50 50 50
Good
Investment in
BS
Pearson
Correlation
.152 .356
*
.138 -.102 .026 -.192 -.156 -.066
Sig. (2-
tailed)
.294 .011 .341 .481 .860 .182 .278 .651
N 50 50 50 50 50 50 50 50
Designs in BS Pearson
Correlation
1 .041 .203 .016 -.089 -.023 .046 .041
Sig. (2-
tailed)

.775 .158 .912 .537 .874 .754 .776
N 50 50 50 50 50 50 50 50
Purity &
Authenticity in
BS
Pearson
Correlation
.041 1 .137 -.159 -.124 .250 -.105 .248
Sig. (2-
tailed)
.775

.344 .271 .389 .080 .466 .083
N 50 50 50 50 50 50 50 50
Convenience in
LS
Pearson
Correlation
.203 .137 1 -.083 .225 .075 .214 .190
Sig. (2-
tailed)
.158 .344

.569 .116 .603 .136 .187
N 50 50 50 50 50 50 50 50
58

Trustworthiness
in lS
Pearson
Correlation
.016 -.159 -.083 1 -.028 -.274 -.160 .090
Sig. (2-
tailed)
.912 .271 .569

.850 .054 .266 .535
N 50 50 50 50 50 50 50 50
Price in LS Pearson
Correlation
-.089 -.124 .225 -.028 1 .060 .191 -.082
Sig. (2-
tailed)
.537 .389 .116 .850

.681 .183 .572
N 50 50 50 50 50 50 50 50
Good
Investment in
LS
Pearson
Correlation
-.023 .250 .075 -.274 .060 1 .015 -.102
Sig. (2-
tailed)
.874 .080 .603 .054 .681

.915 .483
N 50 50 50 50 50 50 50 50
Designs in LS Pearson
Correlation
.046 -.105 .214 -.160 .191 .015 1 -.144
Sig. (2-
tailed)
.754 .466 .136 .266 .183 .915

.318
N 50 50 50 50 50 50 50 50
Purity &
Authenticity in
LS
Pearson
Correlation
.041 .248 .190 .090 -.082 -.102 -.144 1
Sig. (2-
tailed)
.776 .083 .187 .535 .572 .483 .318

N 50 50 50 50 50 50 50 50
Awareness
about the brand
Pearson
Correlation
-.107 .043 -.175 .075 -.174 .065 -.120 -.035
Sig. (2-
tailed)
.459 .767 .224 .607 .226 .656 .408 .809
N 50 50 50 50 50 50 50 50
59

Mode of
payment
Pearson
Correlation
-.214 -.181 -.184 .133 .058 -.044 -.150 -.029
Sig. (2-
tailed)
.136 .208 .200 .357 .688 .760 .300 .843
N 50 50 50 50 50 50 50 50
Expections
while buying
Pearson
Correlation
-.137 .183 .229 -.041 .067 .071 .131 .067
Sig. (2-
tailed)
.343 .204 .110 .778 .642 .626 .365 .644
N 50 50 50 50 50 50 50 50
Online
Purchase
Pearson
Correlation
-.062 -.167 .036 .130 .119 -.070 .096 .078
Sig. (2-
tailed)
.667 .247 .804 .368 .412 .627 .509 .589
N 50 50 50 50 50 50 50 50
MMTC product
Awareness
Pearson
Correlation
.118 -.051 -.010 .195 -.177 .034 -.333
*
.064
Sig. (2-
tailed)
.414 .727 .944 .176 .219 .816 .018 .659
N 50 50 50 50 50 50 50 50
MMTC brand
awareness
Pearson
Correlation
-.021 -.008 -.016 .005 -.087 .185 -.046 -.152
Sig. (2-
tailed)
.884 .955 .912 .974 .546 .199 .753 .293
N 50 50 50 50 50 50 50 50

Correlations

Awarenes
s about
the brand
Mode of
payment
Expections
while
buying
Online
Purchase
MMTC
product
Awareness
MMTC
brand
awareness
60

Brand awareness Pearson
Correlation
-.108 .397
**
-.215 .116 .182 .274
Sig. (2-tailed) .455 .004 .134 .421 .206 .054
N 50 50 50 50 50 50
Factors affecting
purchase
Pearson
Correlation
.000 -.138 -.129 .199 .123 .069
Sig. (2-tailed) 1.000 .341 .372 .165 .394 .632
N 50 50 50 50 50 50
pupose behind
purchase
Pearson
Correlation
-.265 .306
*
.054 .173 -.086 -.162
Sig. (2-tailed) .063 .031 .707 .228 .550 .261
N 50 50 50 50 50 50
Purchase
preference
Pearson
Correlation
-.017 .149 .149 .182 .098 .111
Sig. (2-tailed) .907 .300 .302 .206 .500 .441
N 50 50 50 50 50 50
convenience in BS Pearson
Correlation
.010 -.096 -.006 -.325
*
-.005 -.160
Sig. (2-tailed) .943 .509 .969 .021 .970 .268
N 50 50 50 50 50 50
Trustworthiness in
BS
Pearson
Correlation
.187 -.107 -.127 -.173 .182 -.090
Sig. (2-tailed) .193 .460 .380 .229 .207 .536
N 50 50 50 50 50 50
Price in BS Pearson
Correlation
.037 .071 .020 .194 -.078 -.087
Sig. (2-tailed) .798 .622 .889 .176 .593 .547
N 50 50 50 50 50 50
61

Good Investment in
BS
Pearson
Correlation
-.010 -.085 .114 -.078 -.047 -.168
Sig. (2-tailed) .946 .556 .430 .591 .748 .243
N 50 50 50 50 50 50
Designs in BS Pearson
Correlation
-.107 -.214 -.137 -.062 .118 -.021
Sig. (2-tailed) .459 .136 .343 .667 .414 .884
N 50 50 50 50 50 50
Purity &
Authenticity in BS
Pearson
Correlation
.043 -.181 .183 -.167 -.051 -.008
Sig. (2-tailed) .767 .208 .204 .247 .727 .955
N 50 50 50 50 50 50
Convenience in LS Pearson
Correlation
-.175 -.184 .229 .036 -.010 -.016
Sig. (2-tailed) .224 .200 .110 .804 .944 .912
N 50 50 50 50 50 50
Trustworthiness in
lS
Pearson
Correlation
.075 .133 -.041 .130 .195 .005
Sig. (2-tailed) .607 .357 .778 .368 .176 .974
N 50 50 50 50 50 50
Price in LS Pearson
Correlation
-.174 .058 .067 .119 -.177 -.087
Sig. (2-tailed) .226 .688 .642 .412 .219 .546
N 50 50 50 50 50 50
Good Investment in
LS
Pearson
Correlation
.065 -.044 .071 -.070 .034 .185
Sig. (2-tailed) .656 .760 .626 .627 .816 .199
N 50 50 50 50 50 50
62

Designs in LS Pearson
Correlation
-.120 -.150 .131 .096 -.333
*
-.046
Sig. (2-tailed) .408 .300 .365 .509 .018 .753
N 50 50 50 50 50 50
Purity &
Authenticity in LS
Pearson
Correlation
-.035 -.029 .067 .078 .064 -.152
Sig. (2-tailed) .809 .843 .644 .589 .659 .293
N 50 50 50 50 50 50
Awareness about
the brand
Pearson
Correlation
1 .137 -.091 -.509
**
.261 .207
Sig. (2-tailed)

.342 .528 .000 .067 .150
N 50 50 50 50 50 50
Mode of payment Pearson
Correlation
.137 1 -.075 .138 .068 -.024
Sig. (2-tailed) .342

.604 .339 .640 .870
N 50 50 50 50 50 50
Expections while
buying
Pearson
Correlation
-.091 -.075 1 .080 -.072 .090
Sig. (2-tailed) .528 .604

.582 .622 .534
N 50 50 50 50 50 50
Online Purchase Pearson
Correlation
-.509
**
.138 .080 1 -.066 -.065
Sig. (2-tailed) .000 .339 .582

.646 .655
N 50 50 50 50 50 50
MMTC product
Awareness
Pearson
Correlation
.261 .068 -.072 -.066 1 -.066
Sig. (2-tailed) .067 .640 .622 .646

.647
N 50 50 50 50 50 50
63

MMTC brand
awareness
Pearson
Correlation
.207 -.024 .090 -.065 -.066 1
Sig. (2-tailed) .150 .870 .534 .655 .647

N 50 50 50 50 50 50


**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

INTERPRETATION :
When Pearson is near to 1, it shows a strong relation between the factors. This means that when
the number is close to 1, the stronger and influencing relationship exist between them, it shows
the weak relationship between the factors.
A positive correlation shows that with every increase in one factor, the other factors increase
with that number and with negative correlation shows that with every decrease in one factor, the
other factors are declining with that number.








64















65

CH-6
RECOMMENDATION &
SUGGESTIONS







Strategies for the revival of the brand SANCHI

Product Offering-
Wide range of designs and products as per fashion statement
People spend thousands of rupees on artificial jewellery. MMTC can provide them good
alternative in the form of daily wear and affordable jewellery with differentiated look.

Pricing Strategies-
Pricing needs to be revised as per the competitors
The brand should offer discounts to attract the customers
66

Making charges can be reduced by substantial percentage to pass the benefit to the
customers

Physical Presence-

MMTC should increase its outlets and extend its network of operations.

Promotional Activities-

Brand should lay its focus on aggressive promotional activities like:

Advertisement in Cinema Halls, RestaurPrants, Food Courts, Clubs, at Metro
Stations through Banners, Posters, TV advertisements etc.
Provide Coupons/Vouchers through contests on Radio
Provide Vouchers to people through Contests in Shopping Malls by setting up
Kiosk in the mall.
Creating an Android Application for creating awareness among people.
Online promotion of the brand and its products through sites like FB, twitter etc.
It should provide lucrative schemes to position itself in the market.

. MMTC can tie up with banks for occasions like Akshya Tritiya, Diwali etc.







67


ANNEXURE








1) QUESTIONNAIRE
(For General Public)
(This data is collected for feedback purpose only & all the information will be kept
confidential)

PERSONAL INFORMATION --
Name:
Age: 20-30 yrs ( ) 30-40 yrs ( ) 40-50 yrs ( ) 50 yrs & above ( )
Gender: Male ( ) Female ( )
68

Occupation:
Businessman ( ) Salaried Employee ( )
Govt. Employee ( ) others (housewife, student etc) ( )

Q-1 Do you prefer buying silverware from MMTC?
Yes
No
Q-2 Which all brands are you aware of in the Silverware Market?
__________________ ____________________
__________________ ____________________
Q-3 On what factors do you purchase silverware?
Design
Purity
Price
Variety
Promotion & Offers
Brand Image


Q-4What is the purpose behind purchasing silverware?
Fashion
Festivals
Occasions(marriage, birthday, anniversary)
Gifting
Q-5 Where do you prefer to buy silverware from?
Branded Shops / Showrooms
Family / Local Jewellers
69

Q-6 Please rate each characteristic some points from 1 to 5(1 being lowest and 5
being highest) based on your assessment.
Characteristic Branded Showroom Local Jeweller
Convenient
Trustworthy
Price
Good Investment
Designs
Purity & Authenticity

Q-7 Which Brand or Local jeweler do you prefer?
__________________________________________
Q-8 How did you get to know about the brand you are purchasing from ?
Friends & Relatives
Advertisements
Other(Please specify) ________________
Q-9 Which mode of payment do you use?
Cash
Credit Card/Debit Card
EMI
Net Banking

Q-10 What do you expect while buying Silverware from any brand?
Discounts
Variety
Purity
Better Service
Other(Please specify) _______________
Q-11Would you prefer purchasing silverware online?
Yes
No
70

Q-12 What have you heard the most about MMTC?
Sachi Silverware
Jewellery
Gold & Silver Coins
Other(Please specify) ________________
Q-13 From where have you heard about MMTC?
Exhibition cum sale
Magazines
Franchisees & showrooms
Co-sponsorship Programs











2) QUESTIONNAIRE
(For Employees of MMTC)
(This data is collected for feedback purpose only & all the information will be kept
confidential)
PERSONAL INFORMATION --
Name:
Age: 20-30 yrs ( ) 30-40 yrs ( ) 40-50 yrs ( ) 50 yrs & above ( )
Gender: Male ( ) Female ( )
71


Q-1What changes would you like to suggest for Public Relation in Sachi
Silverware?
__________________________________________________________
__________________________________________________________
Q-2Please rate each characteristic of Sanchi Silverware from 1 to 5(1 being lowest
and 5 being highest) based on your assessment.
Characteristic Rating
Purity
Price
Packaging
Design
Availability
Info/Advertisement
Brand Image

Q-3 What could be the one thing that MMTC could do to improve Sachi
Silverware?
__________________________________________________________


Q-4 Please suggest some cost-effective methods of advertising of Sachi
Silverware?
_________________________________________________________
Q-5 How can people associate with Sachi Silverware?
_________________________________________________________
Q-6 Do you think Sachi Silverware needs a Brand Ambassador for endorsing
Sanchi Silverware?
Yes
No
72

Q-7 Should MMTC go for online selling of Silverware?
Yes
No
















3) VARIABLE VIEW

73















4) DATA VIEW

74





BIBLIOGRAPHY

75

MAGAZINES
Spectrum quarterly journal of MMTC
Past few years files of Precious Metal Division of MMTC

WEBSITES
www.mmtclimited.gov.in
www.mmtcpamp.com
www.mmtcretail.com