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CHAPTER I
INTRODUCTION
1.1 Introduction of silver
Silver always been a special fascination for mankind, in ancient
times silver were used in making coins. No doubt even today there are
days silver coins are used in Pooja’s and it is gift items. Silver were used
the 90’s and it is used. In the gulf war now a day’s silver used as an
ornaments, Devataha Vigrha, and Pooja items ,coins which are available
in Jewellery shops.
player to the disks it has a wide used than the gold ornaments now a days
out the different between the gold and silver so people may get confused
between gold and silver so many different classes of people cans use it
gold.
not so uncommon now days as it was sometime back. Those days are
over, when wearing any kind of Jewellery by man was looked girly. Now
a day for man silver Jewellery can be a perfect way of showing others
that you have your own distinct silver chain or a cross can really make
you star attraction of any party and it shows that you star attraction of any
party and it shows that you like to stand out of the league. Always
remembers that you may have a pleasant personality but it’s to be what
There are factors like being cheats easy handle as compared to gold
today’s man. The best thing about silver is that you can wear them as
casual wear unlike other costly metal wear you can wear them while on
The cost of silver Jewellery for man can vary a lot as it depend on
factors like how vary or lot as it depend on factors like how much artistic
work has been done on it. What kinds of finishing it has and weather it’s
having any other costlier metal or gem in it. But still we can get a good
The most popular silver items among man are chain, rings and
crosses. After that we can count earrings, bracelets and some other
Jewellery.
Silver is also used not only making Jewellery but also other purpose
they are :-
As a fashion accessory.
To compliment attire.
As an investment.
competition in local market, so the shop has not possible to given the
products.
customers.
marketing.
of silver products.
1.6. Limitations
state. It has the history of more than 200 years the total area is over
city” of Karnataka as there were lots of cotton mills. But today the city is
polyfibres, Bathi sugar factory and other two sugar factories. The climate
equipped, Bapuji hospital, and chigateri general hospital are well known.
southern railway are providing good and quick transport facilities. The
questionnaire.
CHAPTER 2
Mudugundi is a house hole name not only in DVG but also in the
chikkamangalur city with the help of his brothers and neighbors. At that
time all the gold and silver items were manufactured by themselves.
thought of starting his own business firm since 1986 Sri. M.R.
Jewellery products, gems testing etc. and attracting the class customers
who give importance for quality uniqueness etc. rather than piece. Since
Lingeshwara jewellers
Vasantha talkies road, halepet
Davangere.
in a commercial concern. The volume and the value of the sales and the
consequent margin of profit ultimately gives the size of your business, its
distribution the goods from the produce to the ultimate user of consumer.
It covers selling, advertising, and sales promotion, and risk taking. One of
the effective ways to improve in sales or in any are of your life for that
➢ Prospecting
that’s right, 45% cold calling networking researching new companies and
people to speak to is the single biggest area of time spent in sales activity.
A.R.G. College of Arts & Commerce 9
Marketing of Silver Jewellery
The lesson here is that even once you’ve achieved a certain level of
the most important things you can do to get and to stay successful.
➢ Presenting
➢ Product knowledge
or service does or how is works. For example if you were selling silver
products, product knowledge means that have basic knowledge that you
higher level in the realm of product malleability, you spend time studying
the real world. Application and uses of your products or service. It means
through classes, workshops, books, meeting with mentors and any other
sales people.
They are:
objectives.
Target for sales performance are set and they act as criteria for
control, personnel development objectives are the casual target for the
ability to sell at a low cost, ability to plan and organize his time and
efforts, ability to plan and organize his time and efforts, knowledge of
customers etc.
31.2% so the diagram shows the shop was gradually increased it sales. It
Organsiation Chart
Employee
Proprieto
Sales
Compute Costumer
man2
man1
man3
21r s
Operator
Analysis of S W O T
➢ Strength
➢ Weakness
➢ Opportunities
2. Lot of scope for attracting the customer from urban and rural
areas.
➢ Threats:
Davangere city.
CHAPTER -3
PRODUCT’S PROFILE
used for decorative and practical use and reached a culminating point in
After the edict of Milan in 313Ad, when the Christian faith was
and gold, vast amounts of silver come from ancient Rome, treasure which
were amassed through wars in Greece and Asia and melted down later,
small mines produced silver in many location in Europe, until in the year
because seem like and endless chore? Polishing silver is actually a very
simple process and one household chore that do not take lot of time.
When a piece of silver needs polishing it will begin to lore its bright
tarnished pieces turn almost black. When tarnish is not halted by timely
Instead, take care of the silver you have. To polish silver serving
pieces you have found it works well to rise each silver item in hot water
to remover surface dust. Then while that silver is still warm, are
Spread the cream quickly over the silver piece to cover it completely
then begin to gently rub each tarnished area. Move round the piece inside
and out until the tarnish is gone. Finally wash with mild dish soap and
Dry with very soft cotton flour sack towel to remove all water.
Most experts advice that silver “dips” should be avoided expect for
isolidated areas such as fork tines. The dips tend to leave a yellowish
residue on silver. In addition dips will negate the areas of oxidation which
Repairs
If you have silver pieces that are damaged bent, broken or have
missing parts, contact one of the many firms that specialize in silver
repair, replating and restoration. Most pieces can be repaired to like new
condition, then replated, buffed, and polished you’ll end up with a new
Storage:
silver that will retard tarnish on your stored pieces. Look for these in
jewelry and department stores in silver and china section. They are often
brown and sold under the name “pacific silver cloth” Never get these
is thick pink cream that comes with a foam sponge inside the jar.
3. Gather all of your silver to be polished and set the pieces near the
kitchen sink, Spread some paper towels nearly to provide and area to
4. Wash or rinse each silver item in hot water to remove dust, and then
while the silver is still warm dip into the cream with a moistened foam
sponge or soft rag, spread the cream quickly over the entire silver
piece.
5. Try to cover an area completely with a thin layer of silver cream, then
go back and rub each area just until the tarnish disappears, small items
will take 15-30 seconds, while larger pieces may take up to 2 minutes
to finish.
6. On large pieces such as bowls, cover the entire inside area first so the
cream covers the whole surface. Then go back and rub it in where
repeat.
7. Rinse right away or set each piece on the paper toweling proceeds to
the next piece. Work quickly you can apply cream to 10 serving
8. When you feel like taking a break, rinse out the sponge and wash your
hands.
9. Next pick up the each silver creamed piece and gently rinse it under
warm or cool running water, rubbing away all traces of the silver
10. As you wash, be careful of felt covered bottoms and try not to get
them yet. If necessary, dry the item for a several hours in its side so
11. Set the clean rinsed silver on a clean dry towel and use that to dry the
12. Dry intricate crevices with a Q-trip if desired, then air dry the silver
shiny finish .it is often used on soft metal such as brass or aluminum and
to burnish metal.
blunt end instead of the usual sharpened tip, illustrating its purpose of
polishing metal without cutting into it. The spin die motor causes the
Step-2:- Set up the engraver for burnishing. Install the light touch
burnishing adapter and insert the burnishes into a solid collect or top
Step-3:- remove the none cone and micrometer. They are not needed
for burnishing and removing them will provide a better view while
burnishing.
extends at least ¼ inch past the spindle and tighten the set screw.
Step-5:- push the burnish with our finger to see if it hangs up. If it
does, loosen the set screw slightly. And rotate the burnisher 30
degrees. The idea is to have the screw as tight as possible and still
Tips :
the silver and won’t give it that wonderful rich silver glow.
5. For the look aged silver leave some of the tarnish in crevices.
Step 1
something else) and how much time and effort can put into it.
Step-2
Obtain the silver to make our silver Jewellery our need to start out
with the row material, silver. We can use almost any piece of silver for
this purpose.
Step-3
Make ingot. The ingot is our starting piece of row, melted down
silver that can be banged and shaped into our design. Heat the ingot
periodically and shape it with proper Jewellery making tools until we get
Step-4
Once we have gotten our silver into the form of our design. It
needs to go back into the oven so that it sets. The oven should be set at a
low temperature and the piece left these for a significant amount of time
in order for you to properly of time in order for you to properly of the
piece.
Jewellery. few woman can resist their allure as men have discovered their
delight and dismay the world over but not all women have luxury of
Jewellery at all.
platinum used in Jewellery that causes the allergy. It is the nickel added
to the precious metals since pure gold or silver is too soft to craft into
contribution factors. The fact that piercing is not restricted to the ears,
nose but has moved on to the eyebrows, chin, lips and even the tongue
Few women can avoid Jewellery altogether but one can make
every effort to reduce contract with nickel. For the sensitive, a shift from
14K to 18K gold, and silver will result in a marked improvement. These
days other metals are findings their way into Jewellery business titanium
ancient time’s silver were used in making coins. No doubt even today
there are manufacturing silver coins, but now a days silver coins are used
chains, ear rings, finger rings, bracelets, pendants, anklets and many more
for woman’s.
person, “Born with a silver spoon in his mouth”. In India however it’s
not just silver spoons, but chains, bracelets, Anklets, and kadas, there is
a few days old. Little bangles, rings, chains, earrings little chains for
several communities gold and silver paste is applied to the infant’s tongue
soon after birth. Among the Hindu in Kerala a waist chain, little bangles,
and anklets are integral part of the 28th day. The naming ceremony
or on the 40th day after birth where gold and silver Jewellery is gifted to
the baby.
jeweller now adays, you even see trendy westernized styles such as baby
shoe pendants earring and rings with little cupids. Teddy bears and dolls,
whatever the design, the key element kept in the mind when designing for
babies is that the piece should be 100% safe. No rough edges or heavy
And what happens when the baby outgrows his or her Jewellery?
No problem. bracelets and bangles are often adjustable and “grow” with
the baby or they can be worn as earnings waist chains can be converted
goods once sold will not be taken back”. With modern age business man
fast replacing the older generation, , the age-old business man fast
replacing the older generation the age-old fast replacing are also
will not be taken back” attitude does not attract consumer anymore
every business. “we are responsible for what we sell “this is new
trust with the customer to entice him to keep coming back quality of the
faster than any other publicity stint and goes a long way towards building
relationship.
aforesaid pointers, since some of the customers or guilty of fraud. But the
Indians of the Inca empire inhabited in large parts of South America. The
Inca authors were highly skilled at working with metals. Especially gold
and silver. Most of the Inca cultures were highly skilled at working with
metals specially gold and silver most of the Inca Jewellery was melted
Jewellery of gold, silver, Jude and other local materials. The Maya
design.
10-5-1998 7950.00
15-11-1999 8025.00
20-5-2000 7340.00
21-3-2001 7310.00
10-7-2002 8490.00
10-3-2003 7925.00
11-5-2004 9025.00
5-6-2005 10,426.00
3-9-2006 13,236.00
4-2-2007 17,000.00
31-3-2008 20358.00
CHAPTER – 4
MARKETING STRATEGY
ends only after sale satisfaction. It is the set of those activities necessary
audiences for the purpose of personal and mutual again. It relies heavily
objectives.
products.
targets.
Marketing covers:
➢ Seeking :
➢ Matching:
➢ Programming:
and profitability.
objectives or goals. Grand strategy is the integrating map that charts the
objectives. I.e. sub objectives adopted for each functional area of the
environment”.
mix.
1. Marketing objectives:
profitability target.
2. Marketing mix:
1. Products mix.
2. Price mix.
4. Promotion mix.
mix.
or ingredients that makeup the marketing programme, and (b) the list of
“The firm’s task is to find the best solution for its marketing
marketing mix is the blend or the compound of all the marketing efforts
and place. These ingredients are interrelated and all revolve round
depends upon the decision made in each of these found areas of their
proper combinations.
namely, product mix, price mix, promotion mix and place mix as a
MARKETING
Product
Promotion
PLACE
PRICE MIX
MIXmix
mix
Price MIX
strategy
Personnel
Distribution
Brand selling
channels
Pricing policy
Colour Distribution.
Advertisement
Physical
Term of credit
Product line
Publicity
Discount.
Sales promotion
Packing
Warranty
Dealer aids
the marketing mix will improve the product performance in the market
Greater emphasis is laid on the product objectives for this reason, the
➢ Product positioning
➢ Sourcing of product
➢ Product variety
➢ Quality
➢ Design
➢ Packing
affordability.
➢ Product positioning
market segment product strength and weakness and the extent to which
➢ Sourcing of product.
price.
➢ Product variety:
jeweler’s deals not only silver jewellers but also with precious stones.
➢ Quality:
here.
➢ Design:
➢ Packing :
proper care.
Pricing strategy:-
powerful instrument in which both the buyer and seller are keenly
alone.
➢ Discounts
➢ Credit Terms.
➢ Terms of Delivery
clear cut policies are to be spelled out regarding the terms of delivery as
delivery.
of the firm.
➢ Advertising is one of the major tools, the promotional tool, which the
➢ Place Strategy:
➢ Vocational advantage.
Jewellery. But also shop has golden Jewellery, gems, and valuable
stones.
expectation.
payment given, and so on. Customer has also given their opinion
and relatives.
TABLE- 1
GENDER
The table shows numbers of male and female respondents
approached for the survey.
SI no. Gender Number of Percentage
respondents Total
1 Male 13 26
2 Female 37 74
Total 50 100
Source: - field survey
more interested in buying the Jewellery than men’s. Thus the percentage
Source :Table 1
TABLE-2
AGE GROUP (IN YEARS)
The table explains the classification of customer’s according to their
age group.
S.I. No Age group (in Yrs) No. of Percentage total
respondents
1 20-25 10 20
2 25-30 15 30
3 30-35 14 28
4 35-and above 11 22
A.R.G. College of Arts & Commerce 44
Marketing of Silver Jewellery
Total 50 100
customer approached for the survey fall within the age group of 25-30
100
80
60
No. of respondents
40 Percentage %total
20
0
20-25 25-30 30-35 35-and Total
Source :Table 2 above
TABLE-3
MARITAL STATUS OF RESPONDENTS
The Table illustrates classification of respondents according to their
marital status
S.I. No Marital status No. of Percentage
respondents total
1 Married 42 84
2 Unmarried 8 16
Total 50 100
100
90
80
70
60
No. of respondents
50
40 Percentage%total
30
20
10
0
Source :Table 3Married Unmarried Total
TABLE-4
Educational qualification
The table displays classification of respondent’s according to their
educational qualification
Sl. No. Educational No. of Percentage
qualification Respondents total
1 Below S.S.L.C. 8 16
2 PUC 16 32
3 Graduate 20 40
4 Post graduate 6 12
Total 50 100
Source: - field survey
The above table indicates the educational qualification of 50
respondents. Majority of respondents are educated people, only16% of
people are in below- SSLC level. It clearly shows educated people have
keen interest in buying the silver Jewellery.
The graph showing classification of respondents according to their
education qualification.
160
140
120
100
80
60 Percentage %total
40 No. of Respondents
20
0
Source :Table 4
TABLE-5
Occupation of Respondents
respondents (62%) or home makers (house wives). This shows that the
100
90
80
70
60
50 No. of respondents
40
Percentage %total
30
20
10
0
Source :TableBusiness
5 Service House Others Total
wife
TABLE-6
Annual Income of Respondents
The table shows classification of respondents according to their
monthly/annual income.
S.I No Annual income No. of Percentage
No. of respondents
50000to 75000
75000to100000
100000 to 1.25000
125000 and above
Total
Source :Table 6
TABLE-7
Customers of silver Jewellery
The table shows users of silver Jewellery of 50 respondents
SI no. Users of silver Jewelry No. of Percentage
respondents total
1 Users 48 96
2 Non users 2 4
Total 50 100
Source :Table 7
TABLE 8:-
Types of customers
The table shows the type of customers visiting the shop.
SI. No. Types of No. of Percentage
customers respondents total
1 Regular 32 64
2 Occasional 18 36
Total 50 100
Source:-field survey
The percentage of regular customers is more when we compare to
the occasional customers. Thus it is clear that the customers buy as and
when the need arises.
The bar diagram showing the type of customer visiting the shop
Source :Table 8
TABLE 9
Types of customers
The table shows the type of articles purchased by respondents.
S.I No Types of articles No. of Percentage
respondents total
1 Pooja articles 28 56
2 Fancy articles 22 44
Total 50 100
Source :Table 9
Table 10:
Purpose of purchase
The table shows the purpose of reason for which customers buy the
Jewellery.
Sl No. Purpose of No of Percentage
purchase respondents total
1 Wedding 23 46
2 Festival 12 24
3 Gift 9 18
4 Investment 6 12
Total 50 100
Source:- field survey.
The graph showing the occasion for which the customer buys
Jewellery
Source :Table 10
Table 11
The table shows how people get the lingeshwara Jewellery shop
Source :Table 11
Table 12
Opinion about service
Table Depicts the opinion of the service about the service rendered
by lingeshwara jewellers.
Source :Table 12
Table13.
Opinion about price
Table shows the opinion of customers about price structure of the
lingeshwara jewellers
S.I No. Price No of Percentage
respondents total
1 Low 5 10
2 Moderate 11 22
3 High 24 48
A.R.G. College of Arts & Commerce 55
Marketing of Silver Jewellery
4 Very high 10 20
Total 50 100
In above table shows clearly that the customers are given opinion
The graph showing the opinion of the customers with regard to the
price for the articles of lingeshwara jewellers
Source :Table 13
Table 14.
Opinion about quality
Table shows the opinion of the customers regarding the quality of the
product offered by lingeshwara jewellers.
SI.No Quality No. of Percentage
respondents total
1 Bad -- --
2 Moderate 29 58
3 Good 10 40
4 Excellent 11 22
Total 50 100
lingeshwara jewellers offered to them? Thus they are of the opinion that
and excellent.
Source :Table 14
SUGGESTIONS AND CONCLUSION
business.
service to customers.
Customer’s suggestion
Own suggestion
offered any amount of discount people will think the still you
regained.
order to educate the people, being awareness among the people and
2) Generally it is felt that all verities of silver articles are not available
in davangere. At any point of time, therefore please see that all types
time.
product every month such as January for pooja items, February for
particular month.
CONCLUSION
public awareness about silver products, we think that our mission will be
successful.
Questionnaire
Dear respondent,
I am a student of final year B.B.M at A.R.G.College, Davangere. I
have a undertaken a project work on the topic “MARKETING OF
SILVER JEWELLERY IN DAVANGERE CITY”. With special
reference of Lingeshwara jewellers. I have prepared a questionnaire
seeking necessary information from you, please spare your valuable time
to fill questionnaire.
I assure you that the information provided will be used to academic
purpose only.
Thanking you, Yours
faithfully,
(MADH
U.G.T)
1). Name :- --------------------------------------------
2). Address :- --------------------------------------------
--------------------------------------------
--------------------------------------------
Phone no :- --------------------------------------------
3). Sex :- a) Male b) Female
a) Below SSLC b) P U C
a) Lingeshwara jewellers
b) Others
a) Regular
b) Occasional
a) Pooja articles
b) Fancy articles
a) Wedding b) Festival
c) Gift d) Investment
a) Advertisement b) Friends
c) Relatives d) Others
a) Bad b) Better
c) Good d) Excellent
16). Price : -
a) Low b) Moderate
17). Quality: -
a) Bad b) Moderate
c) GOOD d) Excellent
a) Limited b) Wide
19).Mode of payment: -
a) Cash b) Credit
a) Convenient b) Inconvenient
a) Away b) Near
a) Friendly b) Unfriendly
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Date:
Place: Signature of the respondent
Bibliography
➢ Text book Philip Kotler
➢ Google.com
➢ Ask.com
➢ Broachers