GitanjaliJewelsAcasestudy

GitanjaliDiamondJewellery,oneoftheleadingjewelleryexportersinthe country,adoptedMartJacktotapthepotentialofInternetandMobile technology,augmentingandstrengtheningthecompanysreachtothe boomingonlinemarket.

AboutGitanjali
GitanjaliisoneofthemostreputedbrandsintheGemsand JewellerymarketinIndia,with840outletsworldwide. GitanjaliownspopularbrandnamessuchasAsmi, Ddamas,Nakshatra,Diya,'Sangini',Gili,'Giantti', CollectionG,GoldExpressions,andVivahaGold,that havebeenservingtheneedsofsatisfiedcustomersacross theworld. Setupin1966,Gitanjaliisoneoftheearliestdiamond housesinIndiaandhasreceivedover50Nationaland CouncilawardsfromtheMinistryofCommerce,Indiafor outstandingexports.Gitanjaliistodayoneoftheleading diamondandjewelleryexportcompaniesinIndia.A$900 millionmultinationalgroup,Gitanjaliisalsolistedpublicly.

ClientSpeak
Weareexploringawhole newsphereofjewellery marketingandgoingforward ecommercewillbea substantialpartofour marketinginitiative.Through etailingwetargettheyouth, NRIsandforeigners(the biggestpotentialcustomers). Weexpecttocapture35per centoftotalonlinejewellery salesinIndiaby2010,says MehulChoksi,Chairmanand ManagingDirectorofGitanjali Group.

TheNeed
Withtheadventofnewtechnology,itisclearthatavery largesegmentofpotentialbuyersturntotheInternetfor detailedinformationontheproductorservicetheyintend tobuy.

Theyseekgenuineinformation,availabletotheminrealtimetoenablethemtomakeaninformed purchasedecision.

TheObjective
Gitanjaliwantedtoimplementatechnologyenabledretailingservicesoastoachievecomplete marketpenetrationthatsignificantlybroughtthemclosertotechsavvycustomersfromacrossthe globe.

TheChallenge
Toofferconsumerdelightbyeffectiveonlinebrandpromotionandonlinemerchandising

 Toprovideauthenticandrealtimeinformationofproductswithareawiseretailstore information

WhyMartJack?
MartJackisatechnologyenabledWebandMobilebasedmultichannelmarketingtool.Simplyput, itisanendtoendsolutionthatenablesbusinessestohaveaneffectiveonlinepresence. WithMartJack,Gitanjalirealizedthepotentialoftappingintotheinfluentialonlinecommunitythat lookstomakeapurchaseatLOCALstores. WithMartJack,Gitanjaliimplementedasolutionthatwouldgiveonlineconsumersallrealtime informationofGitanjaliproductswithexquisiteimages(acompleteshoppingexperience)aswellas directthemtoanearbystorefortheirpurchase. DuringDiwali,onlinesalespickedup.NowwithChristmasandNewYear,peoplearebuyinggifts online.By2010,Gitanjalitargets35percentofitstotalsalestocomethroughecommerce. MehulChoksi,Chairman&MD

TheImplementation
MartJackwasimplementedinfourphases PhaseI:ComprehensiveresearchwasundertakenonGitanjaliandrequiredneedswhichpromote theeffectivelocalonlinepresencewereidentified PhaseII:Aneffectivecorporateonlineentitythroughengaginglocalonlinepresencewasformulated PhaseIII:Franchisenetworkthroughbrandwebsitesthatenhancedcompletemarketpenetration wascreated PhaseIV:EcommerceplatformwascreatedwhichenabledGitanjalitopromoteonline merchandising

BRANDSITES
1. NAKSHATRADiamonds: Nakshatraistheconstellation.Naturally,itevokesimagesofdestinyandfate,ashapeofthingsto comereflectedinthepositionsofthestarsabove.Itstandsforthepower,mystery,beautyand symbolismofthestars,capturingtheessenceofnature'smagicalmetamorphosisthroughbillionsof years. NakshatraisoneofthemostrespectedjewellerybrandsinIndiaandithasplayedapioneeringrole inintroducingthebenefitsofbrandedjewellerytotheIndianmarket.

 Thesameradiantandshinecanbeperceivedthroughtheonlinebrandwebsiteat www.nakshatradiamonds.in/ Nowyoucanshoponlineanytimeanywherewith100%securityat http://www.estore.nakshatradiamonds.in/ 2. ASMI Ateverystep,Gitanjali translatesitsvisionintoa vibrant,shiningrealityvisibleto all.Withcarefulpositioning, immenseinvestments, dedicatedeffort,unique creations,qualityassurance andtimelydeliveryhassitedus atthecrestofawavethatis movingupwardswithgreat momentum.Itisaresultofa farsightedstrategy, painstakinglycraftedoverlast 40years. Asmionlinecaterstothewomanofsubstance,satisfiesher mindforrewards&recognition,evolvingcontinuouslytosuite herstyle&personality.Asmijewelleryhasacontemporary, delicateandfemininelookthatisdistinctlyevocativeof strength&grace.InbriefAsmiisforthewomanofspiritand samecanbereflectedthroughitsonlinebrandidentity. AsmihasastrongpanIndiaretailnetworkof250+outlets whichincludeexclusivestandalonestores,leading franchisees,establishedanchorshopinshop&leading retailers. Nowyoucanvisitanyofthe250storesonlinethroughstore locatorofwebsite. Tolocatelocalstores,visitorhastoselectastate,cityand areafromthedropdownmenuandclickontheLOCATE

button. Asmistoreonline:www.asmidiamonds.in/ LocalstoreatMumbai:http://www.mumbaicentralorchid.asmidiamonds.in/ 3. DIYADIAMONDS: BornofDreams ItseveryonesdreamtopossesstherarestthingontheplanetEarthanditsadreamofevery womentopossessdiamondjewellery.Tomakethatdreamcometrue,GitanjaliintroducesDiya diamondjewellery. Thediamondjewelleryforallthosealluringeyesthatsawitindreamscannowbetherealityby possessing,Diyadiamondjewelleryatwww.diyadiamonds.com Consumerscanselectandbuytheproductsfromcataloguesavailableonlineandcanmakethe paymentthroughcreditcardsordirectmoneytransferfromtheirbankaccountsvianetbanking. ThegrouphasalreadytiedupwithVisaandMasterCardandseveralmajorbanks.Productsordered onlinewillbeshippeddirectlytotheconsumer.Elsetheycanbecollectedfromthenearestoffline store.Initially,thecompanyischargingaminimalshippingcharge,butbeginningJanuary,thegroup planstodelivertheproductsfreeofcharge.

BenefitstoGitanjali
Gitanjalisappealingonlinestorepresencesimplifiestheeffortsoflocalonlinecustomers whosearchonlineforrealtimeinformationofproductsbutprefertobuythematlocal stores Gitanjaliisabletoformadirectonlinerapportwithitstargetcustomers OnlineBrandbuildingofGitanjaliBrands Technologicalleadershipovercompetitors Increaseinfootfallsandsales

Whoweare
ReasoningGlobaleApplicationsLtdisatechnologystrategistandinnovatorofcuttingedgee businesssolutions.HeadquarteredinHyderabad,India,ReasoninghasdevelopedIndiasfirste applicationinanefforttoenableretailerstohaveawiderreachinthemarket,converting/diverting onlinecustomerstophysicalstores&helpingthemgainmorethaneverbefore. ReasoningofferstheopportunitytoharnessBrandpromise,IncreaseSales,Consumersatisfaction anddealer/franchisecontrolusingInternetandMobileTechnologythroughMartJack.