1

“A STUDY ON CURRENT TRENDS IN JEWELLERY AND DIAMOND JEWELLERY,

WITH REFERENCE TO

‘DE BEERS’AT KANTAR IMRB”

Final report submitted in partial fulfillment of the requirements for the award

Of the Degree of

MASTER OF BUSINESS ADMINISTRATION

2017-2019

Submitted By

Akarsh D.V

20172MBA0160

IN

IMRB KANTAR

Mission Road Bangalore – 27

Under the guidance of

Dr Akhila R Udupa

Associate Professor, School of Management

School of management

PRESIDENCY UNIVERSITY, BENGALURU

20 MARCH – 31 MAY 2019

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DECLARATION

I am Mr. AKARSH DV hereby declare that this dissertation work entitled “A STUDY ON
CURRENT TRENDS IN JEWELLERY AND DIAMOND JEWELLERY, WITH REFERENCE
TO ‘DE BEERS’AT KANTAR IMRB” is prepared for the partial fulfillment of the Industrial
practice /Dissertation course in IV Semester, 2nd Year of the Master of Business
Administration by me under the guidelines of Mr. Akhila, Post graduate Department of
Management studies, Presidency University Bangalore.

I confirm that this industrial practice / dissertation report truly represents my work. This work is
not a replication of work done previously by any other person. I also confirm that the contents of
the report and the views contained therein have been discussed and deliberated with the faculty
guide..

Signature of the Student :

Name of the Student:- AKARSH DV :

Registration No:- 20172MBA0160

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DEPARTMENT OF SCHOOL OF MANAGEMENT STUDIES,

PRESIDENCY UNIVERSITY BENGALURU

CERTIFICATE

This is to Certified that, Mr. AKARSH D.V bearing university Register. Number
20172MBA0160 has satisfactorily completed the report titled “A STUDY ON CURRENT
TRENDS IN JEWELLERY AND DIAMOND JEWELLERY under my guidance for the
partial fulfillment of the Industrial Practice / Dissertation course in IV
Semester, 2nd Year of the Master of Business Administration.

Signature of Faculty Guide:

Name of the Faculty Guide: Dr Akhila R Udupa

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ACKNOWLEDGEMENT

This satisfaction and euphoria that accompany the successful completing any project would be
incomplete without the mention of people who made it possible, who is constant garage and a
encouragement crowned Our effort with success.

I am grateful to HOD, Dr Krishna Kumar, for providing the congenial environment and
surrounding to working in.

My special thanks to Dr Akhila R Udupa, Presidency University College silent and meaningful
Guidance to words the carrier development.

I also thank Ms Kavya field executive IMRB Kantar, for showing keen interest in the study and
for giving her valuable suggestions from time to time, as and when required and also for rendering
all possible help during the time when the study was conducted.

Last but not the least; I would like to thank all my family and friends gave the moral support to
carry out the project successfully.

Sincerely
AKARSH DV
(20172MBA0160)
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PREFACE

In spite of clinical knowledge gained the classroom study, a person is incomplete if not subject to
practical exposure real corporate world and may have to face hurdles, which will be difficult to
overcome without any first-hand experience of business

Contain Four months has been designed to make a person aware of happening of the real
business world, The report entitled “A STUDY ON CURRENT TRENDS IN JEWELLERY
AND DIAMOND JEWELLERY, WITH REFERENCE TO DE BEERS’AT KANTAR IMRB”
has been done.
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LIST OF CONTENTS

EXECUTIVE SUMMARY.....................................................................................8

INTRODUCTION .................................................................................................9

Market size ………………………………………………………………………………………10

Major players …………………………………………………………………………………...10

SERVICES OFFERED ………………………………………………………………………….11

Micro Environment Factors …………………………………………………………………….11

Macro Environment Factors …………………………………………………………………….12

UPCOMING TENDS …………………………………………………………………………..13

ORGANIZATIONAL PROFILE……………………………………………………….15

Vision ……………………………………………………………………………………………17

Mission …………………………………………………………………………………………..17

IMRB Consumer ………………………………………………………………………………...18

IMRB Qualitative ………………………………………………………………………………..18

B2B & INDUSTRIAL …………………………………………………………………………..18

Company Structure ……………………………………………………………………………...19

Kantar World panel ……………………………………………………………………………...20

Stakeholder Management ………………………………………………………………………..20

TURNOVER AND PROFITS …………………………………………………………………..21

ORGANIZATIONAL LEADERSHIP …………………………………………………………22

BRANDS ………………………………………………………………………………………..23
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SWOT Analysis of Kantar IMRB ……………………………………………………………….25

KANTAR MILESTONE ………………………………………………………………………..25

SERVICES OFFERED …………………………………………………………………………26

Problem Definition ………………………………………………………………………………26

Objectives ……………………………………………………………………………………….26

SAMPLING ………………………………………………………………………… ………….26

TOOLS OF DATA COLLECTION ……………………………………………………………...27

TOOLS FOR DATA ANALYSIS ……………………………………………………………...27

DATA ANALYSIS ……………………………………………………………………………...27

LIMITATIONS OF STUDY ……………………………………………………………………28

Competitors …………………………………………………………………………………...28

POTTERS FIVE FORCES MODEL ……………………………………………………………29

RESULTS AND DISCUSSION ……………………………………………………………….31

DATA ANALYSIS ……………………………………………………………………………...32

QUESTIONNARIES ……………………………………………………………………………32

Analysis and interpretation. ……………………………………………………………………..33

SUMMARY AND CONCLUSION

BRANDS……………………………………... ………………………………………………..40

FINDINGS ………………………………………………………………………………………40

SUGGESTIONS ………………………………………………………………………………...40

CONCLUSION ………………………………………………………………………………….40

BIBLOGRAPHY ………………………………………………………………………………..41

BOOKS ……………………………………………………………………………....................41
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EXECUTIVE SUMMARY

India is witnessing a huge growth in jewellery and diamond field mainly because of the demand
of the gold and diamond jewellery in the market. In the mean while Bengaluru has been seeing
this increasing trajectory of gold and diamond jewellery over the last five years the jewellery
market is growing raidly these cells are providing the support to development of economy of
India.

With the respect to existing jewellery companies now a days the competition is also increasing
day to day and this can be considered as good because with competition the jewellery sellers are
trying to develop their performance and quality. These companies are mainly increasing in
customer satisfaction as well as significance reduction to price in order to increase sales.

The jewellery companies are mainly looking forward to grow up their status and sales for the
future prospectus .In our society competition is the major problem to grow our name in the Top
level Management.

New generation jewellers do not build ventures for life-long association. They are reconciled to
winding up when the sales dries up and to exiting from their own venture for Business and
Personal problems. From this the jewellers of this above companies are mainly owing the good
name in the society with respectable view.
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INTRODUCTION

De Beers

History

The De Beers Group of Companies is an international corporation that specializes in diamond

exploitation, diamond mining, diamond retail, diamond trading and industrial diamond
manufacturing sectors. The company is currently active in open-pit, large-scale alluvial, coastal
and deep sea mining. It operates in 35 countries and mining takes place in Botswana, Namibia,
South Africa and Canada. Until the start of the 21st century, De Beers effectively had total
control over the diamond market as a monopoly. Competition has since dismantled the complete
monopoly, though De Beers Group still sells approximately 35% of the world's rough diamond
production through its global sight holder and auction sales businesses.

The company was founded in 1888 by British businessman Cecil Rhodes, who was financed by
the South African diamond magnate Alfred Beit and the London-based N M Rothschild & Sons
bank. In 1926, Ernest Oppenheimer, an immigrant to Britain and later South Africa who had
earlier founded mining company Anglo American plc with American financier J.P. Morgan, was
elected to the board of De Beers. He built and consolidated the company's global monopoly over
the diamond industry until his death in 1957. During this time, he was involved in a number of
controversies, including price fixing and trust behavior, and was accused of not releasing
industrial diamonds for the U.S. war effort during World War II.

OVERVIEW OF JEWELLERY INDUSTRY

The Gems and Jewelry sector plays a significant role in the Indian economy, contributing around
7 per cent of the country’s GDP and 15.71 per cent to India’s total merchandise exports. It also
employs over 4.64 million workers. One of the fastest growing sectors, it is extremely export
oriented and labor intensive. Based on its potential for growth and value addition, the
Government of India has declared the Gems and Jewelry sector as a focus area for export
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promotion. The Government has recently undertaken various measures to promote investments
and to upgrade technology and skills to promote ‘Brand India’ in the international market.

India is deemed to be the hub of the global jewelry market because of its low costs and
availability of high-skilled labor. India is the world’s largest cutting and polishing center for
diamonds, with the cutting and polishing industry being well supported by government Policies.
Moreover, India exports 75 per cent of the world’s polished diamonds, as per statistics from the
Gems and jewelry Export Promotion Council (GJEPC).

India's Gems and jewelry sector has been contributing in a big way to the country's foreign
exchange earnings (FEEs). The Government of India has viewed the sector as a thrust area for
export promotion. The Indian government presently allows 100 per cent Foreign Direct
Investment (FDI) in the sector through the automatic route.

Market size

Gold demand in India rose to 454.4 tones between January-September 2017. India's gems and
jewelry exports stood at US$ 24.89 billion in April-December 2017. During the same period,
exports of cut and polished diamonds stood at US$ 17.2 billion, thereby contributing about 69
per cent of the total gems and jewelry exports in value terms. Exports of gold coins and
medallions stood at US$ 1,736.02 million and silver jewelry export stood at US$ 3,114.85
million during April-December 2017

Major players

1. Thomas Puliyel (President)

2. Sunil Mirani (Founder & CEO)

3. Mittal Ashwin (CEO)

4. Ashok Das (Managing Director)

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SERVICES OFFERED

The depth breath of services that the KANTAR IMRB provides are extensive and includes and
advisory services in following areas

• ADVERTISING, PROMOTION and MEDIA RESEARCH

• B2B and industrial research

• Brand research

• Customer satisfaction research

• Product tests and clients

• Retail studies

• Segmentation and profiling studies

• Simulated test marketing

Micro Environment Factors

The suppliers: Suppliers can control the success of the business when they hold the power. The
supplier holds the power when they are the only or the largest supplier of their goods; the buyer
is not vital to the supplier’s business; the supplier’s product is a core part of the buyer’s finished
product and/or business.

The resellers: If the product the organization produces is taken to market by 3rd party resellers
or market intermediaries such as retailers, wholesalers, etc. then the marketing success is
impacted by those 3rd party resellers. For example, if a retail seller is a reputable name then this
reputation can be leveraged in the marketing of the product.

The customers: Who the customers are (B2B or B2C, local or international, etc.) and their
reasons for buying the product will play a large role in how you approach the marketing of your
products and services to them.
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The competition: Those who sell same or similar products and services as your organization are
your market competition, and they way they sell needs to be taken into account. How does their
price and product differentiation impact you? How can you leverage this to reap better results
and get ahead of them?

The general public: Your organization has a duty to satisfy the public. Any actions of your
company must be considered from the angle of the general public and how they are affected. The
public have the power to help you reach your goals; just as they can also prevent you from
achieving them.

Macro Environment Factors

Demographic forces: Different market segments are typically impacted by common

demographic forces, including country/region; age; ethnicity; education level; household
lifestyle; cultural characteristics and movements.

Economic factors: The economic environment can impact both the organization’s production
and the consumer’s decision making process.

Natural/physical forces: The Earth’s renewal of its natural resources such as forests,
agricultural products, marine products, etc must be taken into account. There are also the natural
non-renewable resources such as oil, coal, minerals, etc that may also impact the organization’s
production.

Technological factors: The skills and knowledge applied to the production, and the technology
and materials needed for production of products and services can also impact the smooth running
of the business and must be considered. Political and legal forces: Sound marketing decisions
should always take into account political and/or legal developments relating to the organization
and its markets.

Social and cultural forces: The impact the products and services your organizations brings to
market have on society must be considered. Any elements of the production process or any
products/services that are harmful to society should be eliminated to show your organization is
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taking social responsibility. A recent example of this is the environment and how many sectors
are being forced to review their products and services in order to become more environmentally
friendly.

Micro and macro environments have a significant impact on the success of marketing campaigns,
and therefore the factors of these environments should be considered in-depth during the
decision making process of a strategic marketer. Considering these factors will improve the
success of your organization’s marketing campaign and the reputation of the brand in the long
term.

UPCOMING TENDS

They present the biggest opportunity for marketers

IDEASTOCK

Using the principles of crowdfunding, IDEASTOCK quickly identifies the potential of disruptive
ideas, accurately estimates the scale of opportunity and informs how to succeed.

CHOICE XPRESS

Path breaking DIY pricing solution, delivering results in 48 hours at half the costs. Using
principles of choice modelling, it has a proven track record of high predictive accuracy, helping
the marketer take the right pricing decisions quickly

WALLET MONITOR

Ever wondered how your category competes and fares against others with respect to your
customer’s share of wallet? Let us monitor the wallet through Kantar IMRB’s Wallet Monitor –
The Urban Indian Household’s Wallet Audit.

THE INSCRUTABLE PRICE

Price impact is about more than just price

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ORGANIZATIONAL PROFILE

Company profile

KANTAR OPERATIONS

Founded in 1970

Number of employees 1200

KANTAR OPERATIONS handles a field operations for all business divisions in IMRB.

Abacus field has a network of 15 regional offices spread across the country that gives the
IMRB the capability to run pan India research projects smoothly and effectively. An example of
magnitude of abacus field operations can be gauged from the following:

 On any given data about 5000 freelancers work for abacus field

 Tele call center has 262 seats , is located in Delhi , Bangalore and Mumbai and does 104000
interview per month

 Household panel-89800 household visited every month

 8000 projects handled in one year

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• 8.8 lakh man-days of interviewing in one year

• 37 lakh interviews done in one year

Abacus field is consistently striving to exceed client expectations through high quality work,
integrity and innovativeness and building a culture which promotes professional and personal
growth opportunities.

KANTAR IMRB

• KANTAR IMRB (IMRB International) is a market research, survey and business consultancy
firm. Headquartered in Mumbai, India with operations in over 15 countries IMRB is a part of the
Kantar Group, WPP’s research, insights, and consultancy network.

• WPP is a £8.68 billion; revenue company with 138,000 employees in 2400 offices across 107
countries. Kantar is WPP’s research, insight & consultancy network. Kantar was founded in
1993, is now the world’s fourth largest research conglomerate. It boasts of $1.7 billion worth of
revenue with offices in 160 offices across 95 countries.

• KANTAR IMRB was modelled on the lines of the British Market Research Bureau. IMRB
provides market research and insights across South Asia, the Middle East and North Africa with
specialist divisions in quantitative, qualitative, media, retail, industrial, customer satisfaction,
business to business and social and rural research. KANTAR IMRB’s Syndicated research
offerings include the Market Pulse, the National Food Survey, Web Audience Measurement
(WAM), I Tops, and I-Cube reports.

• With over 1200 employees, KANTAR IMRB is one of the largest providers of market research
in India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant
market research company in India, KANTAR IMRB has been responsible for establishing the
first and only household panel, the first television audience measurement system and the first
radio panel in the Country and has played a key role in the

Development of market research in India. It has been rated the 'Best Market Research Company'
by industry body Market Research Society of India (MRSI) for several years.
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Vision

Kantar IMRB is the dream of Mr. Subhas Ghoshal, the legendary head of HTA (now JWT).
Kantar IMRB is born out of conviction that good advertising can only be built on sound
consumer insight. They are one of the top 20 Market Research companies in the world.

Mission

At Kantar IMRB, our driving force is the ability to question assumptions and use a unique mix of
innovation & analytical thinking to design customized solutions that deliver maximum impact.
People are at the heart of our business and we build lasting relationships with them- clients,
employees and consumers. Their problems become ours... and our problems always get solved!

• Its parent company is Hindustan Thompson Associates, which in turn is owned by Martin
Sorrell's WPP Group plc. Within WPP, IMRB is aligned with the Kantar Group, an umbrella
network of global market research companies that together account for over $2 billion in
revenues and form the world’s second biggest market research conglomerate.

• In India, IMRB International operates out of its five full service offices in Ahmedabad,
Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers
for collection of survey information. Overseas, IMRB functions through its associates AMRB-
MENA in the Middle East and North Africa, with offices in Algiers, Dubai, Jeddah, Casablanca
and Cairo; and LMRB, with offices in Colombo and Sirius, headquartered in Dhaka.

• Competitors: AC Neilson, Market pulse, Protech India, Cross tab, Diksha research

.
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IMRB Consumer

Kantar IMRB Consumer has always combined deep sectoral knowledge as well as an intrinsic
understanding of client business with cutting edge quantitative research techniques in order to
provide solutions for a wide variety of business issues. Working closely with other Kantar IMRB
specialist units in the areas of Qualitative, Retail & Digital Research, it leverages syndicated
offers like the Kantar World panel and Target Group Index to provide end-to-end solutions right
across the whole life cycle of a brand.

Employing more than 100 researchers across Mumbai, Delhi, Kolkata, & Bangalore for client
account management, we also retain a Marketing Science Group (consisting of more than 20
persons) whose R&D, methodology development and modelling capabilities provide cutting
edge technical expertise in the different areas of brand & communication tracking, brand equity,
ad pre-testing, segmentation, pricing research, innovation testing & volumetric, product
optimization & diagnostics.

IMRB Qualitative

Kantar IMRB Qualitative has always placed a strong emphasis on getting the best possible inputs
and expertise, and this is evidenced by our formidable team of specialist Qualitative researchers,
whose diverse fields of expertise (art, humanities, behavioral and physical sciences) as well as
cultural backgrounds (international and local) have resulted in the foremost name in qualitative
research, both in India and the world.

In addition, the integrated research approach draws from a variety of social sciences such as
ethnography, psychology, and anthropology amongst others, with the result that Qualitative now
possesses a comprehensive portfolio of tools that blend traditional methods with modern
techniques from semiotics and Neuro-Linguistic Programming.

Coupled with unparalleled expertise in communication, brand & product creation, as well as
developmental and social issues, Qualitative is uniquely placed to offer an uncompromising,
multidisciplinary exploration of consumer motivation and behavior and provide high-quality
insights into what guides it.

In early 2010, Qualitative launched Kantar IMRB Innovation Labs – an innovation consulting
practices whose objective is to provide tangible, impactful, and disruptive business outcomes and
innovation platforms for organizations. At the heart of its innovation philosophy is ‘Design
Thinking’ – a unique problem-solving approach that combines the power of three critical skills –
Empathy, Creativity, and Rationality – for business problem solving and strategy.
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Qualitative most recent foray is called The Alternate Room – a place that provides a fresh,
relevant, and sometimes, controversial perspective on brands, behavior, and trends. The aim is,
as it has always been, to lead clients from insights to solutions

B2B & INDUSTRIAL

It is the only organization of its kind that provides corporates with a research-based consultancy.
With the vast repository of knowledge and understanding gained through studying diverse
sectors for several years, B2B & INDUSTRIAL provides discerning market perspective for
sound decision making.
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Company Structure

Kantar World panel

It is the expert in shopper behavior. Through continuous monitoring, advanced analytics and
tailored solutions, Kantar World panel inspires successful decisions by brand owners, retailers,
market analysts and government organizations globally. Kantar World panel India tracks
monthly FMCG purchases of 81200 Indian homes thus giving for India an understanding of
changing FMCG purchase dynamics. Kantar World panel tracks 97 categories across Food &
Beverages, Personal Care and Home Care.
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Stakeholder Management

It is an independent, specialist unit of Kantar IMRB and an exclusive member of the Walker
Information Global Network (WIGN) in the Indian subcontinent. Stakeholder Management
partners with clients to create customer centric organizations, using proprietary stakeholder

management solutions and tools to deliver positive business results by way of greater stakeholder
loyalty and faster growth. Stakeholder Management is a leading measurement expert in the area
of stakeholder loyalty and satisfaction in South Asia

Offering an experienced team with multi-disciplinary backgrounds exclusively dedicated to

assist clients in stakeholder management practices across various sectors

Operating out of Mumbai, New Delhi, and Bangalore and leveraging Kantar IMRB’s pan-India
field network to service its clients effectively

Experience with over 500 clients from diverse sectors and a repertoire of over 3000 successful
stakeholder management programs. Companies are now approaching to consultancies for
conducting market research .IMRB is one of the such consultancy firm that take up projects from
various brands to conduct market research for them .In this study the customer satisfaction of
various brands will be analyzed based on the research done by comparison of various brands
based on the feedback.
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TURNOVER AND PROFITS

This statistic shows the research revenue of Kantar worldwide from 2011 to 2018. In 2018,
Kantar generated a research revenue of around 12,046 crore.That is 2,780 crore profit increase.

ORGANIZATIONAL LEADERSHIP

Kantar Retailers have reported an increased importance across nearly all business results drivers,
with the exception of Aisle/Section Management and Execution of Shopper Marketing Programs.
Cross Channel Understanding has increased most significantly as a business results driver to
Retailers, ranging from the lowest ranked driver at 59% in ’10, to #5 at 85% this year. Retailers
also report Manufacturer improvement in this area. Pricing remains a top business driver for
Retailers as well.

BRANDS

Kantar Added Value

In October 2004, three Kantar companies- Added Value, Icon Brand Navigation and Diagnostic
Research- combined under the “Added Value” name. Kantar Added Value Focus on brand
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marketing, consumer insight, innovation communications optimization. Core services are setting
future direction, identifying market opportunities, strengthening brand equity, you know version,
evaluating ideas and optimizing communication

Kantar Futures

Kantar Futures Offer subscription service and consulting regarding future trends, formerly
known as The future company, Kantar futures former to the integration of The Henley Centre, is
the division, Yankelovich and TRU.

Kantar Health

Kantar Health, consultancy and marketing servicing the pharmaceutical, Biotech, diagnostic and
devices industries, was formed in 2009 from consumer Health sciences, Mattson Jack, TNS
Health and Ziment. The company has more than 40 officers about the Americas, Europe, Asia
Pacific, the Middle East, Africa and India. In 2014, Kantar Call the control of Brazilian company
and expanded operations to Brazil and Latin America.

Kantar IMRB

Kantar IMRB Is Multi- country market research, Survey and business consultancy firm Disturb
list in 1970 that offers a range of syndicated data and customer research services. With over 1200
employees, IMRB as one of the largest provider of market research in India in an industry
estimated to be worth a minimum of $187 million. As the oldest extant market search company
in India, IMRB Has been responsible for establishing the first and only household panel, the first
television audience measurement system and first radio panel in the country and has played a
key role in development of market search in India. IMRB International’s specialized areas are
consumer markets, marketing, business to business marketing, social marketing rural marketing.

Kantar Media

Kantar Media What is the range of media insights and audience measurement services to the
analysis of print, radio, TV, Internet, cinema, mobile, social and outdoor media worldwide.
Kantar Media Was a formed from WPP Group’s Acquisition of TNS Media and KNE Group in
2016. Kantar Media became kantar’s rebranded insight, Media evaluation and audience
Measurement Company. In 2014, Kantar Media Acquired a majority stake in the issue of share
capital of precise media group Holdings Ltd
 23

Kantar Public

Kantar Public what with clients in the government, the public sector, global institutions, NGOs
and commercial business to advise on the delivery of public policy, public service and public
communication. It has offices in all countries worldwide

Kantar Retail

Kantar Retail works with retailers and bandage manufactures to influence the patches behavior
of consumers, shoppers and retailers. Kantar Retail is headquartered in London and as over 400
employees and officers in 15 markets around the Globe.

Kantar TNS

In 2008, Kantar TNS (Taylor Nelson Sofres) was acquired by WPP. And included in the Kantar.
February 2009, Kantar merged TNS and a research International. Kantar TNS is present in over
80 countries and understands individual human behaviors and attitudes a Cross cultural,
economic and political region of the world.

Kantar world panel

Kantar world panel when is continuous Panels and is a global export in shopper’s behavior.
Kantar world panel provides insight on purchase behavior in my kids including FMCG, impulse
products, fashion, baby, telecommunication and entertainment.

Light speed

Light speed was founded in 2000 and is it quoted in warren, New Jersey, United States. The
company operates in North America, Europe and Asia. It provides global online market research
service, specializing in the Internet as a data collection platform to provide a search for building
and maintaining panels subject to quality and representatives sampling standards. Especially
panels Change across industry sector such as financial service, India Service, business to
business at the model, family and more. Light speed also provides custom panel to address this
with client’s needs. In 2007, it conducted over 20 million online surveys for clients.

Kantar Vermeer

Kantar Vermeer Is a global marketing consultancy focused on purpose-led Close the end
consumer insight-led Marketing strategy, structure and capability.

SWOT ANALYSIS OF KANTAR IMRB

Strengths : The world’s leading research, Data and insight companies, Plans to transform data
into insights, Conducts large scale of studies Brand presence across verticals, Brand presence
 24

across geographic areas, Nearly 30,000 people are employed with the organization, Senior most
researchers in the industry, Multi-country research capability

Weaknesses: Presence of many consulting companies means limited market share Brand recall
is lesser compared to some global consulting companies

Opportunities: Build a solid brand image Stay away from controversies conducting research
with full care so as to avoid discrepancies More advertising & brand can boost business

Threats: Overhaul of the business model Acquisition by more established players Consumer
faith issues

KANTAR MILESTONE

 India’s first TV rating system.

 India’s first Audience Measurement system.
 India’s first IT and Internet studies endorsed by industry associations.
 India’s first and largest Household Panel.
 Instrumental in setting up of Market Research Society of India in 1998.
 Creation of Social Economic classification (SEC) system, by Ashutosh Sinha from the marketing
science Group, & used by all MR companies in India

 Path breaking book on employee loyalty “The Tao of Loyalty” by Ajit Rao of CSMM (customer
satisfaction Measurement & management).
 Agency of the year award, instituted in 2006 at MRSI, for two consecutive years, 2006 & 2007.
 Presenting cutting edge research for several years at international forums including ESOMAR
and won awards.

SERVICES OFFERED
 The depth and breadth of services that we provided are extensive and includes research and
advisory services in the following areas.
 Advertising promotion and media research B2B and industrial Research Brand And industrial
Research Customer Satisfaction Research.
 Corporate and Employee Research Channel and Retail Research product and Packaging
Research Pricing Research.
 Strategic market research mystery shopper insights (MSI).
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PROBLEM DEFINITION

Customer satisfaction is one of the most important criteria for every business. Companies
constantly try to satisfy their customers by supplying them with products and services to meet or
surpass customer expectations. This project report focusses on understanding the various aspects
which boost up the level of satisfaction of customers.

OBJECTIVES

 To understand need of the consumer

 To study about consumer satisfaction about the product/service.
 To study about the consumer satisfaction effects on consumer loyalty and brand.

SAMPLING

 Sample population of current research study is 200 consumers of various FMCG products
and consumers of different services.
 Data required will be collected by questionnaire

TOOLS OF DATA COLLECTION

Primary data collection

The primary data from depth interview, questionnaire and survey methods

Secondary data collection

Secondary data is based on:

• The secondary data is collected online review reforms and research sites

• The company records regarding various campaigns and previous market surveys.

• In addition, journals and reports were also used to refer for more clarity

TOOLS FOR DATA ANALYSIS

• Comparative analysis

• Questionnaire

• Personal interview
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DATA ANALYSIS

Percentage calculation of the effectiveness will be done for analyzing the data. The percentages
will be shown using tables and charts. Inferences will be obtained by analyzing the charts.

Step1: Data was collected by using questionnaire then entered in Spread sheet.

Step2: Analysis was be shown in chart and tabular form.

Step3: Analysis was be done by using statistical methods and techniques such as
comparison of percentages.

Step4: Interpretations and inferences was be drawn based on the analysis.

Step5: Suggestions was given to the company based on the analysis.

LIMITATIONS OF STUDY

• This study is geographically conducted in Bangalore city only

• Sample size is small due to specified reasons

• Findings is based on survey through questionnaire

• The respondents are not willing to share their personal information that is main draw
back

• Measures performances to expectations not for overall quality

• Time is limited

COMPETITORS

The Nielsen corporation , self referentially known as the Nielsen company formerly known as
AC NEILSEN it is a global marketing research firm , It is one of the leading market research
companies operating across the globe headquartered in New York , United States .
 27

The market pulse is also having very much respected name in market research companies , At
market pulse it systematically collect the useful market information for clients and convert into
actionable intelligence.

The Pro tech market research is the research organization which intellects the capital which is
consistently marshal towards the delivering the innovation and high performance for its clients.
The division is managed by the high end team is of experienced professionals adopting the
disciplinary to the research.

The cross tab is the one of the leading market research companies and it offers the market
research outsource company and it offers full range of market research operations , marketing
services , data analytics and more .
 28

POTTERS FIVE FORCES MODEL

jewelry industry

THREAT OF SUBSTITUTES

Low- Gems and jeweler do not have any substitute products that can be used for the same
purpose or having the same value.

BARGAINING POWER OF SUPPLIERS

Low- Bargaining power of suppliers is low as the value of orders is quite high and the rates are
usually fixed

COMPETITIVE RIVARLY

High- Threat of new entrants is low as it is not very difficult to set up a jewelry business; there
aren’t any restrictions over entrants as such.

THREAT OF NEW ENTRANTS

Low- Buyers do not have a bargaining power as the price of gold is market regulated and
therefore it is fixed. Also, prices of other gems and stones is also fixed by the sellers and is
usually similar across sellers.

BARGAINING POWER OF BUYERS

Low- Buyers do not have a bargaining power as the price of gold is market regulated and
therefore it is fixed. Also, prices of other gems and stones is also fixed by the sellers and is
usually similar across sellers.
 29

RESULTS AND DISCUSSION

DATA ANALYSIS

jewelry industry analysis

I am a student of presidency university, yelankha , pursuing M.B.A. with Marketing

Specialization. I am from KANTAR IMRB, a leading market research organization. I am
currently conducting a survey to measure the “state of recent trends in jewelry and Diamond
jewelry” Please spend your precious time by answering the questions. Your feedback will be
kept confidential. Your answers are valuable to my research. Thank you for your kind
cooperation.

NAME:

GENDER: MALE FEMALE

OCCUPATION:

STUDENT:

EMPLOYEE:

BUSINESS:

4.1 How many employees are there in the store?

Table no 1

SL NO Employees count Number of employees

present in the shop

1 0-5 30

2 5-10 14

3 10-20 6
 30

Figure no 1

No of employees present in the shop

35
Employees 0-5, 30
30

25

20

Employees 5-10, 14
15

10
Employees 10-20, 6
5

0
Employees 0-5 Employees 5-10 Employees 10-20

No of employees present in the shop

Analysis and interpretation:

In the jewelry market 60 percent is covered by the small retailers, who are registered as sole
proprietorship, the number employees are less in these stores, these stores are mostly run by the
owners only and are mostly passed down to the next generation

4.2. What is the annual turnover of the store

Table no 2
 31

SL NO Annual turn over No of shops

1 0-5 lakhs 18

2 5-10 lakhs 12

3 10-25 lakhs 15

4 25-50 lakhs 4

5 50 lakhs & more 1

Figure no 2

Series 1
20 0-5 lakhs , 18
18
16 10-25 lakhs, 15
14 5-10 lakhs , 12
12
10
8
6 25-50 lakhs , 4
4
2 50 lakhs & more , 1
0
0-5 lakhs 5-10 lakhs 10-25 lakhs 25-50 lakhs 50 lakhs & more

Series 1
 32

Data analysis and interpretation

The average annual turnover of these shops is in between 1 lakh to 5 lakhs. They do not keep
jewelry of very high price and most of them only deal with gold and not diamond, thus the
average price of the jewelry is around Rs.5000 to Rs. 10,000. My survey is on rural areas so I
found the shops below 50 lakhs only.

4.3 List of jewelry shop owners name.

Respondent name like.

Table no: 3

SL. NO NAME

1 Aditya

2 Raghunadhan

3 Rajesh gowda

4 Dinesh jain

5 Anil

6 Sivaram

Analysis and interpretation:

The name of the respondent should be noted for the reference, the respondents are 100, and from
this following information the data will be analyzed.
 33

4.4 Age of the respondent.

Ans. The age of the respondent is mandatory like 23, 28, and 35 etc…

Table no. 4

SL NO NAME AGE

1 Aditya 28

2 Raghunadhan 35

3 Rajesh gowda 33

4 Dinesh jain 32

5 Sivaram 23

6 Shivanandh 26

Figure no : 3

Age of the respondents

100

80

60

40

20

0 Series 1
Age group16-25 Age group25-30 Age group30-35
 34

Analysis and interpretation:

The age of the respondent should be taken because surveys should be taken from the particular
age group only, in this survey the respondent age should be 16years to 35 years only, and the
respondents are 100

5.5. Could you please tell me if you are any member or associated with any
marketing/advertising agency?

Figure no 4

Are you a part of any marketing agency

250

200

150

100

50

0
Yes ( 0 ) NO (200)

Are you a part of any marketing agency

Analysis and interpretation:

The answer should be NO because the persons who work in an marketing agency are not a
participants of our survey.
 35

4.6. HAVE YOU BEEN INTERVIEWED BY ANY MARKETING ANGENCY IN LAST 6

MONTHS.

Figure no 5

Have you interviwed in last 6 months

250

No ( 200 ), 200
200

150

100

50

Yes (0), 0
0
Yes (0) No ( 200 )

Have you interviwed in last 6 months

Analysis and interpretation:

The answer should be NO because if the person is interviewed in last 6months then the person
should not be a part of the survey.
 36

Summary and Conclusion

FINDINGS

 The portion of in house gold designers are 60%, where the portion of in house gold smiths are
40%.
 Almost 40% of shops have branches across Bangalore with same name.
 There is certain rise in online selling of the gold jewelry. The increase in subscribers of internet
has led other competitors to sell jewelry online. This is a very good platform to expand the
business.
 Almost 45% of jewelry stores has annual turnover above 50 lakhs.
 As compared to sales of gold and diamond, the sales of gold is 80% and the sales of diamond is
10% and other gems is 5%.
 On average each shops sells 100 to 150 pieces of diamond per year.
 Most of retailers sell less than 20-25 carat.
 The portion of retailers and wholesalers are retailers 80 and wholesalers 20%.
 The area of shops on average was 2500-3000 sqft.
 Most of retailers bring stock on monthly basis.
 The value of cheapest jewelry ordered in shops are less than 50,000.
 The costliest jewelry ordered in shops are 8,00,000 to 10,00,000.
 The diamond IF/Fl and SI1- 3 clarity diamonds are selling more.
 The diamond colors D/E/F are selling more compared to G/H, I/J/K.
 Almost 50% retailers sell Branded jewelry.
 The average stock of jeweler in shops are 1 crore to 1.2 crore.
 Most of the people advertise their shops through newspapers and pamphlets.
 The shops who maintain customer relationship management are 25% to 30%.

SUGGESTIONS

 Should provide credit facility for customers.

 Many shops are not interested in selling Diamond jewelry, The shops should sell all type of
jewelry.
 Many of the shops should maintain customer relationship management system.
 Many of the shops are not interested in selling jeweler online, they should start selling jewelry
online.
 37

CONCLUSION

The study entitled “A STUDY ON CURRENT TRENDS IN JEWELLERY AND DIAMOND

JEWELLERY, WITH REFERENCE TO ‘DE BEERS’AT KANTAR IMRB” was undertaken to
study the trends in jewelry at Bangalore.

 The increase in turnover period of jewelry stock shows India’s overall gems and jewelry
demand is also quite high. India is second highest consumer of gold as of 2017. The
demand rose by 9.13 percent this is because of rise of middle class worker.
 Domestic companies are also increasingly investing in India by expanding their business.
The Government of India has permitted 100 percent FDI under the automatic route in this
sector.
 The Government of India has levied 3 per cent Goods and Services Tax (GST) on gold,
gold jewelry, silver jewelry and processed diamonds and 0.25 per cent on rough
diamonds. All these makes the jewelry market favorable for investment, showrooms will
surely be more profitable compare to retail shops.
 38

BIBLOGRAPHY

WWW.IMRBINT.COM

https://www.moneylife.in/article/indian-digital-ad-market-to-reach-rs12046-crore-by-december-
2018-report/53909.html

WWW.DEBEERS.COM

WWW.MONEYCONTROL.COM

WWW.IMRBKANTAR.COM

BOOKS

PHILIP KOTLER- Marketing management text book

Jewelers today

Jewelry international

Trend book forecast

The jewels of jar

Traditional Indian jewelers