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• Piya’s is a very famous jewellery brand, now going to start a business among the kids with some very suitable & collective items.

• Specialize in designing of personalized items, such as for birthday parties, wedding, religion ceremony, at economical range of prices.

• Gold, Silver, Diamond, Platinum & artificial jewelry. All types of items are available. Different Stones are also available.

Kids collection

Product Variety• Different types of items for different

types of taste.

• Light material & Stylish matters kept on mind in the time of designing.

• Easy to use (magnet technology).

• Products are made for girls, boys & some common items are also available.

Girls Items

Boys Items

Custom Made

Customers can customize their choosing

products as they wants.

Packaging• As the target

audience is 8-12 years. So, we have to keep in mind the packaging should be in very attractive format. Thus, they will also interested to keep it with them.

Price & Discount• The price range starts from Rs.2,500 onwards

for the original product. And for the artificial products the range starts from Rs.500.

• 5%-10% discounts will be offered on festive seasons.

• Customers can get a flat 15% discount on making charges for buying 2 same product.

• A gift coupon with purchase of Rs.20,000 & onwards. It will contain an assured gift.

• The customer who will purchase more than an aggregate product of Rs.1,00,000 in a single year will get a flat 30% discount on making charges for buying the next product on that year.

Employees Good communication skills with fluent English, Bengali & Hindi. After selection, the person undergoes a training process meant for understanding the psychology children in a better way. Also to convinced the guardians with their fever. The experienced person in any jwellery shop will get a advantage in the time of recruitment.

Value Added Services• Own Website• E-catalogs of designs• Online Booking & Online Payment

• Free Polishing after 1year for the original jwellery products

Core Target Audience• The accessories are limited to the children belonging to age

group of 8-12 yrs.• Educational Background is also considered, like English medium,

Bengali Medium or any other medium school, as this factor influences the taste and choices of the children.

• A child who stays in a boarding school will have a different attitude compared to the child who stay with his parents. So, we have to keep in mind those factors.

• Monthly income of their parents should be Rs.30,000 & above. And for the artificial jwellery the income should be more than Rs.15,000.

Communication with the customers

• Marketing employees need to communicate with the parents of the kids to know about their income, their buying behavior. Mostly their taste of liking.

• Attitude of parents towards their kids also influences the demands and desires of the kids.(e.g.- Highly controlling parent will not let their kids to buy anything of their own choice, supportive parent may let their child to select the piece the kid likes).

Location of Shop• I want to start the business in Kolkata at places-

i) Tollygaungii) Fulbagan/Kankurgachiiii) Barasat

• After 2-3years I want to make shops at all the vital cities in India. Like Delhi, Mumbai, Channai, Bengaluru, Hyderabad, Jaipur etc.

• The front section of the shop will contain the artificial jwellery items. And the inner section will provied the services of original jwellery.

Brand Ambassador• Very famous

Bengali Child Actress TATHOI is the Brand Ambassador for this Kids sectors of the company.

Promotion • The “jwellery sponsor” of the popular dance show “Dance Bangla Dance- Junior” on ZEE-Bangla.

• Hoardings in front of the popular schools in Kolkata, some congested Bus stand.

• Adds in family TV channels, fashion magazine.

• Title contest in RED fm.• Giving coupon for additional

benefit by shopping in the PIYA’s normal jwellery shop.

MBA, 2nd Semester2012-2014 Batch

iLEAD, KolkataMarketing Management