Malabar Gold and Diamond and their marketing strategies for the Indian and Middle East market. A CASE STUDY ON MARKETING STRATEGIES OF A CONSUMER DURABLE COMPANY.

1. ENTREPRENERUSHIP
PROJECT
YASHASWINI AGARWAL
2013

2. TABLE OF CONTENT
d) Events Sponsored
f)Social Responsibility
g) Distribution Channels
11 Charts
12 SWOT Analysis
13 Conclusion
1 Certificate
2 Title
3 Acknowledgement
4
Introduction of the
Entrepreneur
5 Growth Profile
6 Financial Profile
7 Product Mix
8 Place Mix
9 Promotion Mix
10 Marketing strategies
a) New Stores Opened
b) New Products Launched
c) Awards Won

3. A CASE STUDY ON
MARKETING STRATEGIES
OF A CONSUMER DURABLE
COMPANY.

4. INTRODUCTION OF THE
ENTREPRENEUR
The name ‘Malabar’ itself gives a clear idea of its
origin, it was born on 5th July 1993 at Kozhikode
which is known as heart of Malabar i.e.
Northern Kerala.
The founder of Malabar gold is Mr. M.P. Ahamed,
who is also the present chairman.
Earlier Malabar gold was known as ‘Malabar
Jeweller’.

5. GROWTH PROFILE
Malabar Gold was first started in 1993, at Calicut in Kerala. There first target was to
complete their presence in Kerala which took them almost ten years.
Simultaneously they started expanding to Karnataka and Andhra Pradesh.
Currently they have a presence in all the districts of Kerala and the major
expansion programmes are settled in Tamil Nadu, Karnataka and Andhra Pradesh.
They are also looking at developing operations into other regions in India; the
immediate plans are in the north and central regions.
It was in 2000 that the group decided to expand its presence and come to the Gulf
countries. The network was steadily developed in the southern Indian state of
Kerala where the group is currently headquartered. As early as 2002 they had
opened an outlet in Dubai, in Qusais. It was a small operation, and soon winded
up in 2003 and they decided to make an exit.
They re- entered the UAE gold market with a retail store in Sharjah in June 2008 and
within a year expanded to Dubai and two other emirates of the UAE. In less than
three years they were able to open 17 retail outlets and two wholesale operations
in the UAE, Oman, Saudi Arabia, Bahrain and Kuwait. Recently they have opened
an outlet in Doha.

6. PRODUCT MIX
Malabar Gold and Diamonds offer a variety of jewellery products in Gold, Platinum and
Diamonds. Each of this category includes
• Bangles
• Earrings
• Necklaces
• Pendants
• Rings
Apart from this they hold exclusive
collection of jewellery named:
• Mine- Diamond Unlimited
• Era – Uncut Diamond Jewellery
• Divine – Indian Heritage Jewellery
• Ethnix- Hand crafted Designer Jewellery
• Starlet – Kids Jewellery
• Precia – Precious Gem Jewellery.
Also, they have specially crafted jewellery named:
•Kashmeera
•Kunadan
•Meenakari
•Traditional
•Turkish

7. THE GOLD COLLECTION

8. MINE’ DIAMONDS It is an exclusive offering
from Malabar Gold & Diamonds. Mine is a
brand from the joint venture between
Malabar gold & Diamonds (The Leading
Retail Jewelry Chain) and Mahendra
Brothers (One of the World's first & largest
DTC sight holder).
'Mine' offers exotic & exquisite range of
collections in Bridal, Solitaire, Everyday
Lightweight, Men's & Platinum Diamond
Jewelry. This exclusive brand of Malabar
Gold & Diamonds, comes with the quality
assurance of EF-VVS diamonds with IGI
(International Gemological Institute)
certification, Lifetime Free Maintenance,
100% buy-back guarantee and One Year Free
Insurance.
ERA is an exclusive collection of uncut
diamond jewellery. It is inspired by the
heritage culture of India. The designs
are a fusion of ageless Indian jewellery
styles with modern trends. Mughal
royalty wore these as a sign of prestige
and heritage. Exquisitely crafted in 22
Karat gold, the collection features uncut
diamonds and precious stones, offering
unmatched craftmanship, purity and
design excellence to jewellery lovers
everywhere.

9. DIVINE is a tribute to Indian tradition and craftsmanship. Unique in style,
painstakingly carved, inscribed and embedded, Divine aims to revive memories of
a golden era marked by royalty, culture, and vintage lifestyles. But more than ever,
Divine marks a celebration of a bond; a union we made once, but one that lasts a
lifetime. Inspired by nature, fuelled by beauty and belief, it is the result of artistic
imagination and fine craftsmanship connecting the prehistoric ages to the present
day, Divine is one of its kind in beauty and quality.
ETHNIX handcrafted designer jewellery is one of the most exquisite brands in
Malabar Gold & Diamonds showrooms all across India and the Middle East. This
intricately crafted collection features necklaces, pendants, earrings and
bangles. The poise of traditional craftsmanship and intricate designs is visible
in every piece, with meticulousness and graceful enamel work making them the
most cherished pieces of artistic expression. They offer customized designs for
those who aspire to be unique, and meticulously craft exclusive designs as per
individual specifications in various colours and designs, often averaging over
200 skilled man-hours on a piece.

10. STARLET - Moms love to doll up their little ones with fancy
and attractive jewels. So there is no wonder that kids’
jewellery has become very popular and a wonderful range
of jewellery articles for children are available for all age
groups. Not only do the designs have to be playful and
unique to suit the mischievous nature of children, but the
metals need to be 100% child-safe and non-hazardous.
Starlet jewellery is really gorgeous for children and crafted
using the latest in child-friendly technology, these
collections will be the ideal souvenirs for children of all
ages. By introducing varieties of design Starlet grab the
little minds between the age group of 1-10, each piece is
carefully created with no sharp edges and using the most
child-safe materials possible.
PRECIA Malabar Gold & Diamonds now presents a graceful collection of
gem jewellery for the woman today; Precia-Precious Gem Jewellery it
featuring an assortment of stunning designs, incorporating precious gems
like ruby, emerald, yellow sapphire and blue sapphire crafted in 22K gold,
the vast collection of Necklaces, bangles, earrings and rings are sure to
enthrall everyone.

11. 1.Kashmeera - It is a unique collection of Kashmiri gold
bangles studded with pearls and precious stones.
Inspired by the traditional Kashmiri attire, these
bangles are unique, bringing together the perfect
blend of tradition and trends. The best attribute of
these bangles are that they can be worn with any
kind of dress – be it conventional or contemporary
2. Kundan – One of the oldest forms of jewellery made
and worn in India is the 24 carat pure gold Kundan
jewellery. It is a method of gem setting, consisting
of inserting gold foils between the stone and it’s
mount. Kundan jewellery received great patronage
during the Mughal era and the most beautiful
pieces were created in those times. Even today, it
remains an integral part of traditional wedding
trousseau for a bride.

12. 3. Meenakari – It is the art of decorating
metal with enamelling by attaching or
fusing pieces of different mineral
substances, over it. It is considered the
most alluring and technical of all metal
decoration. Meenakari involves the
fusion of colored minerals, such as cobalt
oxide for blue, copper oxide for green.
This on the surface of the metal, gives
the effect of precious stone inlay work.
4. Traditional – In traditional India, the desire to
adorn oneself led to the origin of jewellery.
Since then, Indian women and jewellery has
gone hand in hand. Malabar Gold has brought
together a vast collection of traditional jewellery
for the factions who enthralled by the heritage
and are interested in preserving and possessing
the rich cultural heritage.

13. 5. Turkish- Turkey is well known in
international jewellery sector not only because
of its innovative design and elegant
workmanship but also for its latest technology.
As Malabar Gold extended its presence to
Middle East, it has now made available these
unique jewellery available at all stores across
India and Middle East so that their customers
can relish from a wide variety of Turkish
inspired jewellery.

14. price MIX
On various occasions the pricing of the jewellery varies. Below are some prices of certain items:
Necklace- Rs. 89,000
Earrings – Rs. 27,000
Necklace- Rs. 9,000

15. PLACE MIX
IN INDIA (68) -
 Dilshuknagar, Kakinada, Kukatpally, Kurnool,
Rajahmundry, Somajiguda, Tirupati, Vijayawada in
Andhra Pradesh
 Karol Bagh in New Delhi
 Rajkot in Gujarat
 Dickenson Road, Davagere, Hassan, Hubli, Jayanagar,
Manglore, Mysore,Phoenix Bangalore, Tumkur, Udupi
and Rajajinnagar in Karnataka .
 They have a total of 32 stores in Kerala . Some common
ones are Calicut, Cochin, Kunnur, Kollam, Kottayam,
Lulu Mall Cochin, Tirur,Nilambur and Trivandrum.
 Andheri in Maharastra
 Chennai, Coimbatore, Dharmapuri, Erode, Hosur,
Madhurai, Velchery, Salem, Thanjavur and Vadapalani
in Tamil Nadu.
Malabar Gold and Diamonds in total have 98 store in India and Middle East.

16.  Al Manama and Ar Rifa’ Wa Al Mintaqah Al Janubiyah in Bahrain
 Al Rai and Souk Al Watya in Kuwait
 Baushar, Darsait, Ruwi, and Salalah in Muscat,Oman .
 Ad Dawhah and Gharafa in Doha, Qatar.
 Al Murabba, Batha in Riyadh; Al Khobar and Dammam in Ash Sharqiyah; Jeddah in
Saudi Arabia .
 On Hamdan Street in Ajman , Madinat Zayed in Abu Dhabi;
 Kuwaithath and Meena Bazar in Al Ain; AL Nahda and Rolla Square in Sharjah;
 Bur Dubai, Deira City Centre, Gold Centre, Karama, Meena Bazar, Qusais and Mirdiff City
Centre in Dubai.

17. PROMOTION MIX
A poster stating their first
outlet in Mumbai on 7th
April, 2013.
A poster promoting Mine
collection of Malabar Gold.Malabr Gold rewarding their Lucky
draw winners with jewellery set.

18. Malabar Gold ‘Festival’ offers.
Malabar Gold –
Diamond Show
Advertisement from
8th Nov – 25th Nov.
For Valentines Day – Special
Pendants offered.
On the ocassion of Akshay
Tritiya, Malabar Gold
discounts. Malabar Gold Promotion on
Diwali, 2013.

19. MARKETING STRTEGIES

20. NEW BRANCHES OPENED
In New Delhi on November 09, 2011 Hema
Malini Brand ambassador of Malabar Gold
unveiled its first north India store in Delhi at
Karol Bagh. Malabar Gold, the fastest growing
jewellery group has entered the North Indian
market with the opening of its first outlet at
Karol Bagh, Delhi and 64th worldwide.
Malabar Gold & Diamonds opened its 67th
world-class showroom at Dilsukhnagar on
June 3rd, 2012 taking the number of stores
in Andhra Pradesh to five. India’s renowned
film actress, singer and composer Shruti
Haasan inaugurates the new showroom.

21. On April 8th, 2013 Hema Malini launched the first ever Malabar Gold
Showroom in Mumbai. This showroom in Mumbai is the group’s first
outlet in Maharashtra and 87th worldwide.
• They opened two showrooms in Muscat and one each at Al Khobar, Saudi Arabia, and Manama,
Bahrain in 2010.
• Malabar Gold marked another milestone by opening its 50th outlet at Lulu Hypermarket, Gharaffa,
Qatar in 2011. This is the company's 17th outlet in the Middle East and its first in Qatar.
•Recently, the bollywood beauty Hema Malini made a visit to Dubai to inaugurate the Malabar
Showroom in Meena Bazar, Bur Dubai.

22. On 31st August, Dr. Sree Sree Shivakumara Swamiji,
inaugurated the 98th world class showroom of Malabar
Gold & Diamonds at Tumkur, Karnataka in the presence of
Malabar Group Executive Director, Regional Director,
Directors and others.

23. NEW PRODUCT LAUNCH
Malabar Gold & Diamonds, launched a new collection
of platinum jewellery, unveiled by film actress,
Taapsee Pannu. The launch took place in Chennai. The
new collection arrived just in time for Akshaya
Trithiya, one of the most auspicious times to buy
platinum jewellery. The collection would appeal to
discerning customers, who are always looking for
something new and unique. The collection was priced
Rs. 10000 onwards.
Hema Malini, the celebrity and brand ambassador of
Malabar Gold & Diamonds, unveiled the festive
collection of the leading jewellery chain at its outlet at
Deira City Centre on Sunday 6th November 2012.
The exclusive collection included a diamond necklace
set and three pendant sets under the brand, Mine —
Diamonds Unlimited. It also included a necklace and a
pendant set, under the brand Era — Uncut Diamond
collection. Customers who purchased these sets could
avail a one gram gold coin absolutely free till
November 14.

24. AWARDS WON
Malabar Gold & Diamonds achieved the Superbrand status as per the latest
results announced at the 9th annual Superbrands tribute event held in Dubai
on 12th June, 2013.
The organisation, acclaimed worldwide as an independent authority and
arbiter of branding excellence, promotes the discipline of branding and pays
tribute to exceptional brands through programmes in over 83 countries across
four continents. M P Ahammed, chairman of Malabar Group, said: “It is truly
an honour to receive such a coveted award in branding for a young brand like
ours. It is very exciting to be recognised for our efforts by the professionals in
the field of branding.”
Malabar Group, established in 1993, represents more than 1,000 investors from
India and the Middle East. Malabar Gold & Diamonds, the flagship division of
Malabar Group, is currently ranked as the third largest jewellery retailer in the
world in terms of turnover, with an annual turnover over $2.4bn.
Shamlal Ahamed receiving the Superbrands award from
Mike English as Salam K P and Salish Mathew look on.

25. EVENTS SPONSERED
Zero waste=100 marks campaign, was the latest
initiative of the group which aimed to popularize
the concept of waste management in schools.
Kapil Sibal, Minister of Human Resource
Development and Minister of Communications and
Information Technology, inaugurated the zero
waste = 100 marks campaign, sponsored by
Manorama Online and Malabar Gold and
Diamonds, in Kochi.

26. SOCIAL RESPONSIBILITY
Empowering Education Empowering Womanhood - Scholarship for Girl
Students
Educated citizens build up a nation. The right to education is one of the
most critical of all rights. Basic education provides women and girls an
understanding of basics of health, nutrition and family planning, and also
makes them bold enough to set their goals for life. Also, educating girls
and women is an important step in overcoming poverty.
In its endeavor to encourage women’s education, Malabar Gold &
diamonds is implementing an ambitious plan that grants academic
scholarships to the selected girl students studying in Higher Secondary
Classes in Tamil Nadu.The sanction of scholarships is primarily based on
the performances in the qualifying examinations. Family income and other
social conditions will also be examined as part of the eligibility criteria.
Note: The students can submit their application forms which can be
obtained from the nearest Malabar Gold & Diamonds showrooms.
As a part of Corporate Social Responsibility, the group is actively engaged in various charity and philanthropic
activities. Malabar Gold & Diamonds has earmarked a portion of its annual turnover for medical and housing
charity under the aegis of Malabar Charitable Trust. More than 2, 85,000 patients are given free life saving drugs
and more than 5,700 homeless benefitted from the trust. (As per 2012 report). For molding up quality citizens for
the country, we concentrate on promoting education and career oriented programs and scholarships and
Conduct litters free campaigns & projects for social well being as part of our Green India initiative.

27. DISTRIBUTION CHANNELS
SELECTED
The flagship division, Malabar Gold, is one of the
fastest growing jewellery chains in India, and we
are operating 33 stores and eight wholesale
operations in India, and 17 outlets and two
wholesale operations in the Middle East.

28. SWOT ANAYSIS
STRENGHTS
1. Its one of the largest jewellery reatailer in India and GCC.
2. Offers a lifelong Warranty in ornaments.
3. Solid workforce of 4000 people.
4. 60 stores plan- India and in the Middle East.
5. Association with film and sports celebrities enchances its brand equity and reach.
WEAKNESS
1. Less penetration across India as stores are present primilary in South India.
2. Global footprint is less especially Uk and USA which has high number of Non-Residents - Indian.
OPPRTUNITY
1.Expansion plans in the near future by increasing the stores in US, Usa and South East Asia.
2. Increase presence in India
3. Tie up with corporates and sponsership of fashion events.
THREATS
1. Competiton is huge from already established brands in this segment like Tanishq, Tiffinay and Co. and
Gitanjali.
2. Competition is also in the oversea market.
3. Fluctuating global economy means loss of sale.

29. CONCLUSION
Malabar Gold and Diamonds is a mushrooming company that has expanded
its presence many folds in the last 3years. With a number of outlets
opening all across India and the Middle East, Malabar Gold is considered
one of the largest retailers in jewellery. With the heavy advertising and
regular promotion, its existence has come to the notice of many
customers. The conscious effort on the part on the company to increase
its awareness by hosting programs, sponsoring show and signing celebrity
stars as brand ambassadors has helped the company reach out to people.
Having a large and diverse collection of jewellery for all age groups is one
major factor which encourages customers to approach Malabar Gold.

30. THE END