HISTORY

• Senco Gold and Diamonds is a company with more than 80 years of legacy. It was
founded in Dacca in 1938, by late Sri M.C Sen, who started it as Senco Jewellers.

• Senco Gold and Diamonds has left a lasting impression in the minds of young consumers
along with their old loyalists. What used to be 12 stores has expanded to over 87
booming showrooms across India. Today, it is one of the fastest growing jewellery
companies in India.

• The company spans across Bengal with its headquarter in Kolkata, and covers a pan-
India customer base. Besides conducting business with retail stores in Delhi NCR,
Mumbai, Bengaluru, Bihar, Orissa, Jharkhand, Assam, UP, MP, and Raipur, Senco Gold &
Diamonds exports gold and diamond jewellery to the Middle East, Singapore, UK, and the
USA.

• Senco Gold and Diamonds caters to a diverse category of consumers through various
digital platforms. Their online and offline stores offer over 1,50,000 options of jewellery.
The company believes in superior customer service and strives towards excellence vis-a-
vis production, designing, and customer experience.
 Vision

To be one of the most reputed organizations promoting handcrafted products

across the world, preserving art and creativity through our merchandise and
aiding the growth and happiness of all our stakeholders.

Mission

• Delivering quality products at reasonable prices.

• Satisfying the aesthetic demands of customers with artistic designs.
• Providing instalment schemes in the purchase of jewellery to build a
clientele across every stratum of society.
• Providing exchange and buy-back-schemes in order to make the customers
updated with the latest fashion trends.
• Serving adequate value for money.
 WBM
• Senco Gold is a pioneer in producing lightweight handmade jewellery which suits the pockets
of a typical middle class customer in India.

• Being headquartered in Kolkata gives it unique access to a pool of karigars who produce a
variety of latest designs which are light and trendy and provide customization as well.

• As all the Senco Gold jewellery are hallmarked for purity by a third party, Senco as a brand has
earned the customer’s trust and loyalty.

• Moreover, there is a transparent and customer-friendly exchange policy for all jewellery
purchased from Senco which gives customers’ further peace of mind.

• They also have an 11-month instalment scheme called ‘Swarna Yojana’ which enables the
customers to plan for their jewellery purchases.

• Trust, excellent customer service and long-standing relationships have enabled Senco to
continue servicing its 6,00,000 customers and keep adding new ones.

• Senco Gold Ltd. is one of the few jewellers who have a successful franchise model. With one
franchisee from 2001, the business has grown to 40 franchisees with a sizable turnover of 550
crores in FY17. Through this asset light model, Senco Gold Ltd. has substantially grown its
scalability.
 PRODUCT BENEFITS
•Selection: A wide range of jewellery styles, creations,
and attractive schemes.

•Accessibility: Senco Gold and Diamond sells directly to

the consumer, through a network stores, franchisees
(offline) and through their personal website (online).

•Customer service: The patron will be impressed with

the level of attention and service that they receive. This
level of service occurs during all transactions with Ti
designs from answering questions, to order taking, to
warranty repairs.

•Competitive pricing: The pricing structure provides the

consumer with a good value for gold jewellery and the
craftsmen with a fair profit.
 SWOT Analysis

1.Its one of the largest jewellery retailer in India.

2. Attractive investment schemes.
3. 87 stores pan-India .
4. Solid workforce of 4000 people
5. Association with film and sports celebrities enhances its brand equity and reach
6. Loyal consumer base
7. Quality Assurance
Strengths 8. Budget friendly for middle class consumers.

1. Less penetration across India as stores are present primarily in Eastern India
Weaknesses 2.Global footprint is less especially UK and US which has high number of NRIs

1. Expansion Plans in near future by increasing the stores in US, UK and South-East
Asia
2.Increase presence across India
Opportunities 3. Tie-up with corporates and sponsorship of fashion events

1. Competition is huge from already established brands in this segment

2.Competition is also in overseas market other players
3.Fluctuating global economy means loss of sale
4. Gold as a combination of fashion and investment
5. Expansion into rural market
Threats 6. Tapping the male market

Competition
1.Tanishq 4. Sawansukha Jewellers
2. P.C Chandra 5. Anjali Jewellers
Competitors 3.Gitanjali 6. M. B. Sons
 TARGET MARKET

• Young Adults and Professionals

• Females of the age group : 18-35

• Income level: Middle Class, Upper middle class and Higher income groups.

• Fashion Conscious women keeping up with trends

• Working women who prefer online shopping due to time constraints.

 TRIGGER: TO BUY

• These days, people tend to buy lighter designs in gold.

• People prefer to spend on multiple light gold pieces that

have everyday use instead of heavy gold jewellery.

• Light gold jewellery can be worn for office use, festivals,

events, parties, etc.

• Instead of spending on artificial jewellery, it is more

sensible to invest on light gold jewellery.
 MARKET TREND
CHANGING SCENARIO

YESTERDAY TODAY
 OBJECTIVES
Marketing Objectives

•Increase the number of participating franchisees by 8% a

quarter after year one.
•Increase Web traffic by 5% each month.
•Increase the amount of sales relative to marketing
expenses steadily every quarter.
• Increase social media following by 30%.
• Change brand perception to cater to the modern working
woman of today.

Financial Objectives

•A 15% increase in productivity.

• A 25% in total sales per annum.
•A decrease in variable costs through operating efficiencies.
•An increase in sales, enough to warrant the hiring of
additional people to take on administrative details, allowing
Steve to concentrate on his art work.
 MEDIA PLAN
•Promotional activities undertaken to create brand awareness and a favourable brand
image.
•Advertising in TV, print, OOH, internet, etc to emotionally touch and connect with the
customers.
• In television, there is a unique blend of sight, colour, movement, sound, timing,
repetition and one is exposed to it in one’s living room. No other medium can ever
compete with television as far as effective presentation is concerned . The three most
attractive parts in TV advertisements, which appeal most to the viewers, are model,
product, and action of models . Television advertisements of jewellers have immense
psychological impact on consumers. The jewellery advertisements are mainly given in
between the time of serials, films and reality shows.
•Sales promotion techniques undertaken to increase sales and to attract more customer,
mostly done during peak seasons and special occasions like festivals, marriage seasons,
etc. Discount offers on gold jewelry on special occasions, especially festivals like Eid,
Diwali, DurgaPooja, etc. During marriage seasons, discounts on gold ornaments upto 10%.
• A celebrity is a person (such as sports icons, film stars, models, TV personalities or
popular entertainers) with high credentials and magnetism. Use of celebrity
endorsements will give the brand a touch of glamour, and a famous face will provide
added appeal and facilitate detection in a crowded market. In the battle for the mind,
showing a known face excites the consumer, and an effective demand is created. Of
all the positive characteristics that a celebrity might contribute to jewellery shop
advertising, his or her credibility and trustworthiness with the consumer audience is
most important.
• In spite of the availability of several media, newspapers have retained their premier
position as advertisement media. News papers are read by people across the entire
demographic spectrum, social groups and cultural groups. Its readership cuts across a
wide social spectrum. In fact, they are the preferred media for local advertising of
jewellery retailers. Thus a jewellery shop advertisement in a newspaper has a wider
sweep and compass.
• Large number of people read magazine published in various regional languages. The
advertisements in these magazines can penetrate into the regional market. Jewellery
advertisements in magazines provide various types of information pertaining to the
location of the jeweller, offers, and the design of the ornaments available with a
particular jeweller.
•Trunk shows can be organized where the company will showcase the
designer’s latest collection and it can be an event where the attendees can
meet the designer in person. The company can also offer on-premises
savings on the designer’s collections. Trunk shows typically feature light
refreshments, and customers might enjoy unobtrusive live music as well.
Creating a series of well-publicized trunk shows helps establish the fine
jewelry retailer as a premier source of lightweight gold jewelry.
•Direct marketing to be done in-stores to increase footfalls for the store.
• Email and sms marketing.
• PR will help to create a positive public awareness through mediums like
practicing in public fairs and exhibitions. A signature event can be created
that can be executed each year to offer something memorable and will bring
in new and old consumers back to the store annually and hence, remind
them of the tradition they may already or soon could be a part of.
 SOCIAL MEDIA PLAN
•Digital marketing – PPC, content marketing (SEO based keywords targeting), SEM, digital display
advertising (banner, geo-marketing, re-marketing), and social media.
•Social media marketing goals – a)website traffic b)conversions c)brand awareness d)creating a
brand identity and positive brand association e)communication and interaction with key
audiences
•Social media plan objectives – a) increase inbound leads at a low cost b)expand reach of
content c)engage and excite influencers d)better understand, identify, and engage potential
buyers e)improve customer service and satisfaction f)enhance outbound campaign program
effectiveness
•Another medium of Social Media Marketing is through video channels like You Tube. For
products like jewelry, which are high-end value products, a visual presentation always works very
effectively. Today technology can really help to capture products in real depth as far as visuals
go. An event or also a visual presentation can go a long way to capture the interests of the
audience. This in due time creates popularity for the company and its products.
•Social Media sites like Twitter, Instagram and Facebook can be used as key tools of Social Media
Marketing. Uploading pictures of the latest designs, following the right groups or people and
creating a group of followers can go a long way to create brand loyalty and enhance the
company’s global web presence.
 CONTROLS

The following areas will be monitored to gauge performance:

•Revenue: monthly and annual.
•Expense: monthly and annual.
•Repeat business.
•Customer satisfaction.
•Word of mouth referrals

CONTINGENCY PLANNING
Difficulties and risks:
•Problems generating visibility.
•Change in customer preferences.
•Inability to keep up with demand.
Worst case risks may include:
•Determining the business cannot support itself on an ongoing basis.
•Forced to sell assets to cover liabilities.