the role of marketing concepts in marketing jewellery products, as presented by B.V.Raghunandan in a guest lecture delivered to jewellery manufacturers at Yeyyadi Industrial Estate, Mangalore in Karnataka

1. Marketing conceptswith special reference to jewellery products- B.V.Raghunandan

2. Gold is Forever Limited Supply Universal Demand Large Size Population in Emerging Countries Gold Futures International Storage of Value Investment and Ornamental Value Religious Dimension

3. CURRENT STATUS Recession in the USA No Signs of Immediate Recovery Dollar is Losing its Status Euro did not Fill the Vacuum Continuing Price Increase Demand is Affected

4. TRENDS Demand for Investment Profit from Holding Inventory Combination Jewellery with Stones and Diamonds Gold Purchase is Getting Postponed

5. Problems Facing the Industry Ever Increasing Price Youth Losing Interest in Favour of Other Ornaments Competition from Imitation Jewellery Branding is Not Recognised branded accounts for 5.5% of $130 billion market) Advertisement Is not Enough (o.1% of sales value-luxury goods 10%, Watches 6%) More as an Investment than as an ornament

6. Efforts at The International Level World Gold Council is Running a Global Marketing Campaign Dubai Conducted a Conference in 2006 for integrated Efforts Almas Tower in Dubai is emerging as an international Market HR is brought from Antwerp to Dubai Market segmentation-royal and trendy

7. Efforts at the Local Level Forming Association Advertisement Tuned Contemporary Designs Popularising 18 Karat gold Creating Database Brand Building Training Goldsmith

8. Brand building Adopt Strong market Culture Create an Excellent Product Employ Great Entrepreneurship Clarity About Strategy Significant Financial Backing

9. Forming Local Association Contests in the Colleges Instituting Gold Medals for Special Achievers Industry Advertisement Locally on the Model of World Gold Council Sponsoring Conferences on Gold Marketing Attending Conferences in Nearby Countries to know the Trends Accessing the Trend in the International Market

10. Advertisement Tuned to Consumer Psychology Youth Appeal Trendy Designs And Not Royal Designs Light Chain Merits of Gold Delinking Gold and Diamond All Season Purchase

11. Contemporary Designs Customer Survey Design Competitions Italian and European Designs CAD Personality Statement

12. 18 Karat Gold Less Expensive Functional Products like watches and Pens Right Time to Absorb Repeated Purchases Less Yellowish (Yellow is repulsive to the youth) Lesser Taxes

13. Creating Database of Customers Name, Address and Profession Occupation and Financial Details Important Events Personal Preferences Sending Best Wishes Getting the Details of Friends and Relatives Telemarketing

14. Training to Employees

15. Marketing concepts Production Concept Product Concept Sales Concept Marketing Concept Societal Concept

16. Classification of Jewellery Consumers Passionate Indulgent Traditionalist Ostentatious

17. Thank you