Professional Documents
Culture Documents
Submitted By:
Swati Nair
Roll No:55
MMS-II(Marketing)
SFIMAR
ACKNOWLEDGEMENT
I am extremely grateful towards people who have guided me in preparing this project.
I take this opportunity to thank all the people without whose help, guidance and inputs
it would not have been possible to make such an extensive project report.
I would like to thank my College guide Mrs.Vaishali Kulkarni who has guided me
through out my project
I would also like to thank my corporate guide Mr. Mukesh Gajra (VP-Retail
Operations) & Mr. Tino Gonsalves (Sr. Marketing Manager) for their continuous
support by providing me with necessary information on time.
DECLARATION
I hereby declare that the following project report Customer Feedback
Management System For Maya Jewels By Gitanjali and study the consumer
buying behavior for jewellery products compiled by me under the guidance of any
my college guide Mrs.Vaishali Kulkarni and my coporate guide Mr Tino
Gonsalves is an original work & the information submitted is true, appropriate and to
the best of my knowledge.
Swati Nair
Mr.Tino Gonsalves
(Company Guide)
Mrs.Vaishali Kulkarni
(Project Guide)
MMS II [Marketing]
EXECUTIVE SUMMERY
Customer feedback management system is a mechanism that allows one to gain
responses of customers about what they feel about a particular product or service.
Feedback could be in a form of a complaint or suggestions about a product or service.
Maya Jewels have not implemented a customer feedback system till date.
The main competitors of Maya Jewels are TBZ and Tanishq.As compared to both,
Maya jewels has not been able to reach the benchmark that TBZ and Tanishq has
achieved.
Therefore to understand exactly why Maya Jewels has been lacking behind a
customer feedback system has been developed to understand the customers that buy
or dont buy jewellery from Maya Jewels.
For that purpose,first secondary data research was conducted to find about various
customer feedback mechanisms that have been implemented.
Secondly,a informal discussion with different jewellery /Non jewellery retail stores
was undertaken to understand their mechanism of feedback.
Later a feedback form is designed based on the informal discussion and secondary
data that was found about jewellery items.Feedback forms are designed by the graphic
designers in the organization
Along with feedback forms, incentives have been introduced for customers and sales
representatives.
Finally a mechanism was created which defines the process of feedback.
For Maya Jewels ,customer satisfaction is the ultimate motive.Maya Jewels came into
existence on September 2011.Since they are new to the jewellary industry ,they
wanted a to know the basic need and want for a jewellery product.
Hence this project was undertaken to understand the consumers perception about
Maya Jewels and what are their desires and need for their jewellery.Maya Jewels are
also in apparels. But the wanted to focus more on the jewellery aspect
Hence a small research survey was conduct for 20 days outside the store when the
main target audience were females.
This project will help Maya Jewels to figure where they are lacking behind in terms
of quality,design,price,purity etc of the product.
The survey will also help Maya Jewels coming up with ideas of how to increase their
brand awareness and how to introduce new ideas and schemes for their jewellery.
INDEX
Sr.No
Topic
Pg.No
1.
2.
Company Profile
Departmental Chart
7
11
3.
Part 1
13
5.
6.
7.
8.
9.
10.
11.
12.
Drawbacks of existing
development
Need for study
Objectives
Research Methodology
Collection of data
Mechanism
Implementation
Limitation
Future Scope
system/opportunity
for 14
15
17
18
19
20
36
36
36
1.
Part 2
37.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
37
38
38
39
45
46
46
47
48
49
Accessories.
The stores will be in multi formats ranging from 500 sq ft mini stores to 25,000 sq ft
departmental stores. Besides these there are two malls of about 2 lac sq. ft each in the
pipeline. Lifestyle formats business intends to open the franchise formats to expedite
the growth of its upcoming projects.
Maya Jewels
7
The stores combine the advantages of branded jewellery outlets with the advantages
of a traditional jeweler, giving the customer an exciting mix of the best of both
worlds. Targets the midsegmet
A new chain of stores that offers most of the conveniences associated with modern
retail as well as the benefits of the traditional family jewellers, giving the customer an
exciting mix of the best of both worlds
The stores offer a wide assortment of products, from dazzling diamonds and glittering
gold jewellery to glamorous personalized precious accessories. While a few of these
are from well known and established brands such as Maya Gold ( 100% BIS Hall
Mark Jewellery), Maya Diamonds, Maya Pearls, Adler & Roth, Nakshatra,
Parineeta,Gili and others, a large part of the offerings are open price jewellery
products where there is complete transparency for the customers.
Jewelsouk
A multi-brand, multi-category lifestyle store chain that brings together all major
jewellery brands under one roof, marking a new landmark in the development of the
modern, organized segment of the Indian retail jewellery trade, which is today
estimated to have a turnover of Rs 5,00,000 crore, of which nearly 60 percent is from
the burgeoning domestic market.
Jewelsouk will serve as a platform for leading fine jewellery, fashion jewellery and
watches brands to come together under one roof and offer a wide variety to the
consumer. The emphasis in the new format will be on offering consumers easy access
to a wide range of national and international brands in a unique ambience that aims to
make shopping more pleasurable and more convenient. This new format is being
introduced at the International Terminal of the Mumbai airport and will subsequently
be extended to other lifestyle and luxury department stores that are emerging in the
metros and Tier II cities. This will include premier shopping destinations such as
Walmart, Centrals, Spencers, Star Bazaar, Kapsons and leading stand alone
departmental stores.
8
The Indian consumer is demanding a shopping experience that offers both the variety
of choice and the high levels of quality that she enjoys in other leading international
cities. JewelSouk aims to satisfy that need and boost the modern retail segment of the
trade. It will offer exquisite jewellery and a few other branded lifestyle accessories to
satisfy every type of taste.
Giantti
The perfect destination for the connoisseur of high end luxury jewellery, offering an
array of haute couture Indian and international brands with an exquisite allure and
appeal. With gorgeous interiors that provide a unique international ambience and
professional guidance and personal attention from expert jewellers, its the ideal
destination for the woman who likes to choose in comfort and with care
and an elegant, premium look and feel which adds a dash of character to your home or
office. With this flagship store we will provide consumers an enhanced shopping
experience and offer beautiful creations which are sure to leave you mesmerized.
Sr. Mgr
Marketing &
VM
MgrMarketing
Store(
)Fornmat 1
Mgr Marketing
Store Format(
)2
Exec-(
)Mktng
Assist-Mgr
)VM(
Graphic(
)Designer 1
Assist Mgr
)VM(
Graphic(
)Designer 2
11
The Marketing department is responsible for all the marketing activities that happen
in GLL.Every store format will have on marketing manager who is responsible for
activities like promotions, ATL/BTL activities, product, pricing, locations etc, event
management etc.
The Department also has graphic designers who are responsible for making the logos,
taglines, pamphlets, vouchers, danglers etc mostly into BTL activities. The graphic
designers are a Pro within the graphic design and graphic arts industry who assembles
together images, typography or motion graphics to create a piece of design. A graphic
designer creates the graphics primarily for Branding, published, printed or electronic
media,
GLL also has a visual merchandising team. Visual merchandising is the activity and
profession of developing floor plans and three-dimensional displays in order to
maximize sales. Visual merchandising commonly occurs in retail spaces such as retail
stores and trade shows.
The purpose of visual merchandising is to:
Make it easier for the customer to locate the desired category and
merchandise.
Educate the customer about the product in an effective & creative way.
All the above managers are suppose to report to the Senior marketing manager who is
responsible for the entire marketing department. Note that the Marketing and Sales
departments are two differ departments in GLL
12
Part- I
13
14
15
16
OBJECTIVES
17
RESEARCH METHODOLOGY
The research design used was exploratory and descriptive in nature
Area of Study
The feedback system was developed for all the Maya Jewels stores all over India.
Period of study
The concept of feedback system has been in India for a very long time. But as of now
Maya jewels has not implemented the feedback system in their store. So first a
Feedback system was needed to be developed and the further Analysis would be done.
Collection of data
The data collection approach was through both primary and secondary data.
For
the
feedback
system
an
informal
discussion
with
different
retail
Visitors Book
A Visitors Book is a book for a visitor to acknowledge their visitation to a site,
physical or web-based, and leave their name, postal or address (if desired), and a
comment or note, if desired.
Most of the retail stores visited maintained a Visitors Book
19
Front side
Back side
20
The Feedback forms would be send across from the H.O to the stores
The forms will be placed in a dispenser near the cash counter
21
Dispenser
22
23
24
25
26
Guidelines
1. All feedback forms are serial numbered
2. Sales staff to ensure that they get feedback from shoppers as well as non
shoppers
3. Feedback form Target: Basically it should be half of our monthly footfall.
E.G. if the footfall is 500 PM then we should be able to fill at least 250
feedbacks forms
4. Customer Incentive: Gift/Reward Coupons (Conditional voucher on
Diamond Jewellery) can be given to the customers for filling the feedback
form.
27
Out Side
29
Inside
30
31
1. The customer must be approached to fill the form when he/she has already
selected the product and ready to proceed for billing
2. In case of non shoppers they should be approached when they make their
closing remark of Thank you we will be back
3. Take time and approach with a smile
4. Employee will be rewarded with a appreciation certificate if the number of
feedback forms collected is above the target number
32
1. The filled forms should be kept separately and a backup of the same should be
maintained in excel
2. The store manager is responsible to ensure that the filled forms are dispatched
to HO every TUESDAY
3. A special column to be added in the DSR for the number of Feedback forms
filled
4. The feedback form has be couriered at the following address:
To,
33
Revert Back
2. After analyzing the feedback, the H.O will revert on the actions to be taken on
the feedback from the customers.
34
IMPLEMENTATION
The above feedback mechanism has been implement from 1st july 2012 onwards.
LIMITATIONS
Due to time constraint ,analysis of the feedback forms could not be conducted.
FUTURE SCOPE
Analysis of the feedback forms can done after 1 month of the implementation
35
Part 2:
To study the buying behavior of consumers for jewellery products for Maya Jewels
jewellery.
36
OBJECTIVES
To understand the buying behavior of jewellery products for Maya jewels.
RESEARCH METHODOLOGY
Research Design: Exploratory and Descriptive
Sample Size : 40
Sampling Technique: Convience Sampling
Data Collection
Data collection was done through a survey that was conducted in the regions where
Maya Jewels by Gitanjali was located.
1) Name:
Age:
Location:
Occupations:
Most of the Women that were targeted were either working or were
housewives
2) Which store comes to your mind when you hear the word jewellery?
15%
50%
35%
Tanishque
TBZ
Others
50% of the sample size think about Tanishq when they want to buy
jewellery.This shows that Tanishq has managed to put its name into the
consumers minds which indicates their affectiveness of
their brand
awareness
38
25%
Yes
75%
No
10%
45%
45%
Newspaper
T.V Ads
Friends/Family
Others
45% of the sample size came to know about Maya jewels from Newspaper
and T.V .This shows that the population gain information about the jewellery
products through newspaper and T.v ads
5) Have you ever purchased any jewellery from Maya Jewels by Gitanjali?
39
2%
No
98%
Yes
6) When are the major times do you purchase jewellery in your community?(If
(Community Name)
Kerala Traditionally brides are adorned from head to toe with gold ornaments,
40
5%
10%
35%
Gold
Diamonds
25%
Silver
25%
Pearls
Others
35% of the population buy gold and 25% population bought diamonds.
Remaining preferred pearls and other ornaments .This
9) You buy jewellery for
10%
10%
Festival
45%
35%
Birthdays
Investment purpose
Gifting
Others
45% of the sample size buy jewellery during festivals and 35% of them buy
during birthdays and 10% for investment purposes.This shows that women
normally purchase their jewellery during special occasions like AkshyaTritiya
etc.
10) How frequently do you buy jewellery in a year?
41
50%
50%
once
twice
Jewellery being a luxury product ,they are bought only once or twice a year
11) Before making any jewellery purchase, do you compare the designs and the
prices of the same between the branded showrooms and local dealers?
25%
Yes
75%
No
75% of the sample size compare the jewellery with other branded jewellery
products.
12) Is attractive packaging Important to you?
42
50%
50%
No
Yes
50% find that packing of the product is important whereas 50% find that it is
not important.
13) Factors that guide you while purchasing jewellery
6%6%
39%
Brand Image
Design,Price,Purity
50%
45% find that design,price and purity of the product to be a guiding factor
in purchasing a jewellery product whereas 35% look out for the brand
image.
GENERAL FINDINGS
Though Maya jewels are known to all, they fail to let the customers in
purchasing their product.
43
One of the reasons is that the making price of gold in Maya jewels is more as
compared to Tanishq.
Another reason is the brand awareness, Though Maya jewels come up with
promotions and offers time to time, they fail to register their brand name into
the consumers minds.
LIMITATIONS
Due to time constraint, large sample size wasnt taken
Some of the customers didnt entertain during the survey
FUTURE SCOPE
A further research can be conducted by Maya jewels where the sample size is
huge
A comparative study between Tanishq,TBZ and Maya Jewels could be
undertaken to understand where Maya jewels stand in the benchmark.
44
Also research can be conducted about the various demands and wants of the
jewellery products in terms of designs,purity,price,quality etc for Maya jewels.
They must come up with time to time offers or discounts on gold prices
and diamonds.
REFERENCES
http://www.quintcareers.com/interview_question_database/interview_questions_15.ht
ml
http://home.ubalt.edu/ntsbpitt/Online%20Consumer%20Communities.pdf
http://www.slideshare.net/vishalbehani2507/consumer-buying-behaviour-perceptionabout-tanishq-the-jeweller
http://www.slideshare.net/musicoholic/tanishq-brand-analysis-by-anand
http://www.franchiseindia.com/business-opportunities/Retail/gitanjali-lifestyle/
http://www.ddamas.co.in/pages/FAQ---Ddamascoin/pgid-29353.aspx
http://www.exoticindiaart.com/jewelry.htm
http://marketingpractice.blogspot.com/2009/02/tanishq-revitaliser-of-tradition.html
http://www.oppapers.com/essays/Case-Study-Tanishq/164039
46
SURVEY FORM
Sr.No
Dear Customer,
To ensure that we are able to serve you better, please take a few moments
to share your details/experience/feedback with us. We are committed to
ensuring that your privacy is protected. All information used is strictly for
internal use. It shall not be shared by third parties.
Name:
Age:
Occupation:
City:
Pincode:
47
1. Which store comes to your mind when you hear the word jewellery?
2. Have you heard of Maya Jewels by Gitanjali?
a) Yes
b)No
3. How did you come to know about Maya Jewels?
a) Newspaper
b)Friends/Family
c)T.V Ads
d)Others
4. Have you ever purchased any jewellery from Maya Jewels by Gitanjali?
a) Yes (Please Specify)
b) No
5. When are the major times do you purchase jewellery in your
community?(If festivals, Please Specify)
6. What kind of jewellery is preferred during weddings in your
community?(Community Name)
7. What kind of jewellery do you buy?
a) Gold
b)Silver
c)Diamonds d)Pearls
e)Others
c)Investment
purposed)Gifting
e)
Others
b)No
Suggestions/Feedback
49
50