2. Introduction
• Adorn is an online store aimed at selling fashionable and affordable costume
jewelry at par with international standards and trends.
• We currently offer custom-made and ready-made fashion jewelry at affordable
prices to customers in Tier-I and Tier-II cities and aim to reach to 1.5 L customers
over the next Twelve months.
• With few branded players in the fashion jewelry segment, we aim to solve a pain
point that many women face while shopping for jewelry- Branded jewelry is
either highly priced with high mark-ups or unbranded jewelry is mass produced
and lacks any proper making or style guidance.
• We plan to launch approximately 20 new styles per product line, every week that
are all priced between INR 300 – 10,000. The demand for fashion jewelry has grown
significantly in the last few years due to high prices of gold and silver.
• Adorn plans to target the 16-29-year-old urban woman who is Fashion-Conscious,
Social Media Savvy and is quick to adapt to latest trends.
3. Brand Elements Name
Adorn is the name of the brand which means “make more
beautiful or attractive”, as by wearing our jewellery one would
enhance their beauty.
Logo
Our brand logo comprises of a half shaped flower, which is
exhibiting shine coming from within.
Tagline
“Shine from within” signifies to enhance one’s attractiveness and
nature from the inside.
Slogan
“Add a silver lining to your life”,
The slogan reflects the positivity and optimism as the brand in itself
reflects the true inner-self, wherein we urge the customer to be
optimistic and experience life in a positive way, accept challenges
in a positive way and face them.
4. Product category
• The following are the products offered
by ADORN:
1. Bracelets
2. Anklets
3. Rings
4. Earrings
5. Pendants with chain
6. Point of Parity (POP)
Quality of Jewellery
• Best quality of Sterling Silver and Gold Plated jewellery, including products like Rings, Pendants & chain, Earrings.
• Competitors: Pipa Bella, Candere by Kalyan Jewellers
• Special Product offering- Bracelets (Pipa Bella) similar as Adorns’ offering.
• Attention to each detail for every piece of jewellery and quality offering.
Customer Service
• Adorn focuses on providing best customer service.
• They can seek advice, suggestions and details regarding a particular product through live chat if they want on
website.
• Also toll free number and email option for customers are available.
Customization
• Pipa Bella- “Create Your Jewellery”
• Adorn- “Wear your own Creation”
7. Point of
Differentiation (POD)
• Packaging: The Royal blue Box with white ribbon
and personalized message. The colour
signifies elegance, sophistication, honesty and
trustworthiness & a personalized message with
the package which signifies care and importance.
• The customer also receives Product Warranty of 3
months for Repair.
• The Charm Box: Full package of 10 charms with a
single bracelet chain. The customers can choose
and add the charms to the bracelet on their own.
• Pricing: Every Week Low Pricing for certain
product category design which encourages
customers to visit the website more often get
those products at a low price.
The Royal Blue
Box
The Charm
Box
8. Segmentation, Targeting and Positioning (STP)
Customers can be categorised in
segments:
Self Buyer
Gift Givers
Demographic Base:
Age group- 16-29
Gender- Female
Geographic Base:
Tier 1 and 2 Cities (Delhi,
Mumbai, Pune, Bangalore,
Hyderabad)
Behavioural base:
User Status- Middle Class
Rate of Usage- Everyday Wear(5
days/week)
Psychographic Base:
Personality:
9-5 Work-Wear
(Young Office going women)
Basics for College-going &
Teenage girls
Psychographic Base:
Lifestyle:
Trendy, Fashionable, Independent,
Quick to Adapt, Social-Media
Savvy
9. CBBE Model
Salience
• Very easily recognised and recalled when it comes to
everyday wearable silver jewellery.
• Elegant silver jewellery and its royal blue packaging with
white ribbon which is unique to this company.
• Classic Design: The Lotus design for all product lines.
Depth and Breadth
• Mental and emotional cues such as freedom, self-
appreciation and friendship as well as the use of products
in everyday life can make the brand a member of
consideration set.
• Focuses on making its products a part of customer’s
everyday life. The minimal yet elegant design with a lot of
varieties and customizations encourages the customer to
purchase for their own and others.
10. CBBE Model
Brand Imagery
• The Royal Blue Box
• The royal blue colour is the signature colour of the brand. The
colour as represented by Adorn’s packaging signifies
sophistication, elegance and trustworthiness to the customers.
Design
• Minimal yet elegant design- encourages the customers to use
them in day to day life.
• Various medium of advertisements and Print Ads- speak of self
appreciation and freedom.
• The repetitive use of Adorn’s jewellery by those featured in the Ads
will let the customers believe that they can live a similar lifestyle.
11. CBBE Model
Brand Performance
Quality
Customer should recognize the brand for the quality of the product it is delivering i.e. reliable,
durable and minimal design.
Service
Post-purchase service through email and a toll free number.
Ease to access, ease to order and pay.
Track the shipment/delivery of the product.
Request for a certain product design which is not available on the website through
feedback form.
• Customer Engagement
Actively stay connected to the customers on social media such as Instagram and Facebook
Marketing campaign ’Experience with Adorn’, encourages customers to post pictures with
Adorn products and link details of our website and share their stories and pictures on
Instagram which would later be featured on the website.
• Innovation
The brand regularly launches new and fashionable designs i.e. around 20 new designs to each product
category to suit to the changing demands of customers and change in fashion statements.
12. Product Strategy
After marketing
• We would run referral programs, which
encourages the customer to increase our
site visit by referring the site to other
prospects and in return would get certain
off on certain products.
• We can run loyalty programs for casual
customers, like offering coupons after
purchasing a decided amount of goods,
these coupon can be availed for future
purchases.
13. Mass Customization
• This strategy can be achieved by offering
customers the ease to customize their products
through online platform.
• They can even fill feedback form wherein they can
share their preferences directly to manufacturer.
• Which by using advanced production methods,
can assemble the product for a price comparable
to that of a non-customized item.
14. Channel Strategy
• We would follow an Integrated Channel Strategy,
wherein at starting phase we would sell our products
through online platform but at later phase we would
expand to have our own stores wherein purchasing
products online would lead to discount-off in store
purchases.
• We would also mail catalogue of our product to
customers who will subscribe our newsletter.
• Website Link :
https://Adornjewelry.com
15. Pricing
• As compared to the major competitors i.e.
Pipa Bella and Candere by Kalyan
Jewellers,
• Adorn’s products are on discount on basis
of occasion and Every Week Low Price
(particular design).
• Adorns products range from Rs. 300-
10,000. Which is roughly equal to
PipaBella’s price range and less than
Candere.
16. Pricing Strategy
MATERIALS PRICES
SILVER PER 10 G 400
MAKING
CHARGES/WASTAGE 5%
GST 3%
SHIPPING 3%
PACKAGING 100
MARGIN 5%
EXAMPLE: FOR A BRACELET OF 20G SILVER
SILVER 800
MAKING
CHARGES/WASTAGE 40
MARGIN 40
PACKAGING 100
SHIPPING CHARGES 24
GST 50.2
TOTAL 1054.2
MARKED UP PRICE 1499
PROFIT 444.8
PROFIT% 42.19313
Product Material:
• 18k Gold Plated Silver
• Sterling silver
Pricing:
The cost of 1000g of silver is 40000 Rupees,
and other costs are mentioned in the table.
17.
18. Advertising and Promotions
Direct Response
• We would opt for online platform to advertise our products, such
as we would create a YouTube channel wherein we would be able
to introduce our products visually, other than that we would
append 15 secs ad before the videos begin
• We would have our Facebook and Instagram page wherein we
would share the experiences shared by the customers on online
platforms.
• We will accelerate our site visits by promoting our site through
force advertisement in social media platforms which would
comparatively cost less as compared to other advertising means.
• We will also advertise in women’s magazine such as Femina,
Cosmopolitan, Elle by providing a full page advertisement.
19. Experiential Marketing
• For visual advertisements, this strategy
might be used.
• We can show two facets of same lady
wearing the jewellery for work as well as
for studies and both fit perfectly well
according to different scenario.
• This way the products features along
with the experience would be depicted,
which would help the customer connect
with the product.
20. Permission Marketing
• We can implement this by providing
customer a Newsletter Subscription
form on the websites home page.
• Landing on homepage, customer will
be asked if they want to subscribe for
newsletter or not.
• If yes, they will receive updates for any
promotional offers or launch of a new
product on their E-mail ID.
• This would also lead the subscribers to
receive the Online Catalogues.
25. Brand Amplifiers
We will launch a campaign by the name of “Stylist Stories”
wherein famous stylists can share their experience with the
product, can share how they like our brand and our products,
also explain why to choose our products.
26. Secondary Brand Associations
• We would go with Influencer marketing strategies
wherein we can leverage YouTube reviewers to provide
feedback of our brand.
• We would send in free samples or Gifts, which would be
reviewed.
• Comparatively this strategy would cost less, as more
youngster nowadays research before buying a product
online.
• These reviews would help us during the research phase
while introducing new products, As well as the brand
value of the reviewer would help us establish our brand
name in a niche market.
• Other than that we can have celebrities video wherein
they can share their success stories wearing our jewellery.
• Ladies who have exhibited an image of self-
independence, bravery and bold image in their film, or
on-screen role would be preferred by the brand.
• Example: Shweta Tripathi, Mithila Palkar.
