Rainbow Mineral Crystal

Project Report
On
Marketing Strategies
of
Rainbow Mineral Crystal (RMC) Gems India
Ltd.
In Partial fulfi llment for the Award of
Degree of
Bachelor of Business
Administration(BBA)
Submitted To:
Submitted By:
Mrs.Ekta Sharma
Sagar Kapoor
Asst. Professor(PCGE)
BBA 4th Sem
Marketing Strategies of Rmc Gems India Ltd.Page 1
SESSION:2012-2013
PROJECT REPORT ON
"MARKETING STRATEGIES"
OF
RMC GEMS INDIA LTD.
DECLARATION
Im Sagar Kapoor of B.B.A. 4th Sem From PARISHKAR
COLLEGE OF
GLOBAL EXCELLENCE JAIPUR hereby declare that all
the information
facts and figures produced in this report is based on my
own experience. This
project has been prepared in the fulfillment of the

degree of Beholder
of Business Administration I have tried my best to
present the best for
my project title "MARKETING STRATEGIES OF
RMC GEMS INDIA
LTD. under the guidance of all staff and my
faculties of Parishkar
College Of Global Excellence,jaipur.
Sagar Kapoor
ACKNOWLEGEMENT
An endeavor to transform itself,success needs
efforts. These were sincere efforts of me to come
up with this idea and taking it towards life.
Market research cant be done in isolation. It calls
for a team spirit.I take this opportunity to express
heartiest thanks to all the people working wih
RMC Gems India Ltd. who contributed to the
project through their valuable suggestions.Most
importantly,I would like to thank Mr. Nirmal
Bardiya for Supporting me.
I take this opportunity to thank My college faculty
Mrs.Ekta Sharma for giving me this opportunity
to do this project and providing guidance needed
to complete this project report in time. Their

continuous guidance, inspiration and motivation
helped in every field while making this project
report.
Sagar Kapoor
TABLE OF CONTENTS
TOPICS
Page no.
Introduction
6-15
Research Methodology
16-24
What is Marketing Strategy

25-30
Marketing Strategies of RMC
31-48
SWOT Analysis
49-52
Conclusions and Suggestions

53-56
Appendix :
57-58
(i)Bibliography
(ii)Webliography
Chapter -1
INTRODUCTION
Gemstone Industry : An Introduction
Company Profile
Organisational Objectives
Business Focus and vision
About the Director
Product List
An overview of Gemstones
Future of Gemstones
Milestones
1.0 INTRODUCTION
GEM STONE INDUSTRY : AN
INTRODUCTION :
1
The business of buying and selling of colored
stones is one the most upcoming industry.
Gemstones are very useful for the humankind.
These stones have been used since time
immemorial for ornaments and jewellery.
Precious stones have been fixed on crowns of
royals all over the world for thousands of year. In
modern times also gemstones are used as one of
the many status symbols. Some people use
gemstones to cure disease or to have good
effects on health. They wear rings having
gemstones.
A gemstone or gem (also called a precious or

semi-precious stone, or jewel) is a piece of
mineral, which, in cut and polished form, is used
to make jewelry. Most gemstones are hard, but
some soft minerals are used in jewelry because
of their lustre or other physical properties that
have aesthetic value. Rarity is another
characteristic that lends value to a gemstone.
Gemstones come in all types of different colors
and variety. There are more than 200 kinds of
Gemstones in the world. They may be
transparent, translucent or opaque. Gemstones
are grouped into two, known as Precious
Stones and Semi-Precious Stones.
Since the Gemstones Business in Jaipur is
increasing rapidly, the trade is mow more than
$2 Billion business. Gemstones are exported from
India to various parts in the world.
COMPANY
PROFILE :
RMC Gems established in 1990 and since then

has marked many golden milestones at global
level in the trade of gems and jewelry. Today RMC
is one of the biggest suppliers of precious &
semi-precious stones with its target market in
Bangkok, Hong Kong & Japan and cutting factory
in India. The product line of the company is huge

and includes all major precious & semi precious
stones like Topaz, Amethyst, Tourmaline, Garnet,
Citrine and large variety of other precious , semiprecious and beads. RMC is capable of supplying
stones in all shapes, sizes and cuts in any
quantities.
Their strength is sourcing the raw material direct
from mines, cutting and polishing them with a
work force of over 3000 people, which enables
them to satisfy all their customer needs in the
best possible manner. The complete process of
sourcing, producing and marketing is done by the
company itself, which helps in providing excellent
service and quality to the customers.
They have gemstone experts who always keep
the stones graded according to color, quality and
cut to assure that the customer gets exactly what
he wants. RMC also participates in all major
exhibitions organized around the world.
Their aim is to provide our customers with quality
gemstones with complete satisfaction.
ORGANISATIONAL OBJECTIVES :
Organisational objectives are the desired future
position that the company would like to reach.
They serve as a guide to overall business
planning.
(A)
Profit and growth are the key objectives of

the company.
Growth of the business in terms of salesvolume,number of products, increase in

capital investment.
Profit as it is an indication of successful

operation of business.
(B) Creating employment opportunities leading to

path towards growth and development.
BUSINESS FOCUS
RMC Gems Ltd.is committed to maintain the
highest level of ethical standards, professional
integrity, corporate governance and regulatory
compliance.The business philosophy is based on
four core values - Operational Excellence,
Customer Focus, Product Leadership and People.
THE VISION :
To satisfy customer requirements through
impeccable quality, competitive prices and
unsurpassed services.
ABOUT THE DIRECTOR:

Nirmal Bardiya , the chairman of RMC Gems India
Ltd. , was born in the pink city of Rajasthan,India ,
on 22nd January 1960. A graduate from Subodh
College ,Jaipur , he actively participated in the
student and co-cultural activities. He was elected as
General Secreatry of the college in the year 1978.
After completing his education, he joined his family
business of coloured gemstones in the year 1980.
His father late Shri Sagarmal Sab Bardiya was
amongst the pioneer jewelers who introduced and
marketed Cubic Zirconia in India.
In 1988, Nirmal Bardiya extravagantly launched
the export of coloured gemstones around the world
including Thailand, Hongkong, Japan, USA etc.He
believes in doing business on an enormous scale
without compromising with the quality. He started
with the supply of synthetic and semi-precious
roughs and ruby cabs. Precious beads were added
next to the list. Now his company deals in all the
coloured gemstones with a unique specialization in
Blue Topaz and Tourmaline. In the last 3 years his
exports of cut stone have been not in carats or
grams but in tonnes.
Around 3000 workers are employed in Jaipur and
suburbs for production of coloured gemstone
exported by RMC. Bardiya has relentlessly pursued
his agenda of expanding the gems and jewellery
industry. He has established the empire of RMC with

his missionary zeal and zest.
Bardiya has been highly regarded by and
appreciated by Gem and Jewelry industry in India.
Apart from business he is also actilvely involved
in social activities. He has been the President of
Terapanth Yuvak Parishadh for 6 years. He is wise
patron of Jain Chetna Manch. He is an active
member of Jain Social Group and Anuvibha. He has
played a key role in arranging Blood donations
camps in Jaipur every year.
Bardiya has served the gems and jewelry industry
with rare passion , dedication and commitment.
Rightly said, behind every successful man,there is a
woman. His wife Mrs. Kusum Bardiya has truely
proved this at every cross-road of his life and helped
him reach the zenith of success.
PRODUCT LIST:
According to the purpose whether astrological or
jewelry, these gemstones are offered in various
cuts and clarity, depending upon their usage, a
wide array of selection in various stones provided
by the company are :
Natural Stones :
SWISS BLUE TOPAZ

SKY BLUE TOPAZ
MYSTIC TOPAZ
LONDON BLUE TOPAZ

WHITE TOPAZ
BRAZILLIAN AMETHYST
AFRICAN AMETHYST
GREEN AMETHYST
PINK AMETHYST
MULTI TOURMALINE
PINK TOURMALINE
APATITE
BLACK ONYX
CARNELIAN
CITRINE
CRYSTAL
FLOURITE
GARNET
HESSONITE
IOLITE
MELANITE
Gemstones Beads
DIAMOND BEADS
PRECIOUS BEADS
SEMI-PRECIOUS BEADS
TOURMALINE BEADS
Gemstones Rough and Preform
SKY BLUE TOPAZ

SWISS BLUE TOPAZ
LONDON BLUE TOAPZ
Gemstones Synthetic Stones
CREATED EMERALD
ALEXITE
AN OVERVIEW OF GEMSTONES:
A gemstone or gem (also called a precious or
semi-precious stone, or jewel) is a piece of
mineral, which, in cut and polished form, is used to
make jewelry. Most gemstones are hard, but some
soft minerals are used in jewelry because of their
lustre or other physical properties that have
aesthetic value.
Gems are characterized in terms of refractive index,
dispersion, specific gravity, hardness, cleavage,
fracture, and luster. They may exhibit pleochroism
or double refraction. They may have luminescence
and a distinctive absorption spectrum.
Material or flaws within a stone may be present as
inclusions.
Gemstones may also be classified in terms of their
"water". This is a recognized grading of the gem's
luster and/or transparency and/or "brilliance".
.Grading
.Cutting and polishing
.Gemstone color
.Treatments applied to gemstones
.Synthetic and artificial gemstone
QUALITY:
Customers all over the globe
subscribe to the authentic and
flawless quality of the
gemstones.Commitment to quality is
the mantra of the firm. Even the
minutest work is given attention in
our organization. Strictly following international
quality standards,they lay immense importance on
cuts and finishing.
Further, vigilant and proficient quality checkers
diligently monitor each stage and ensure no defect
remains unidentified.
FUTURE OF GEMSTONES
RMC possesses most competitive gems and
jewellery market due to its low cost of production
and availability of skilled labour. The market
plays a vital role in the Indian economy as it is a
leading foreign exchange earner and accounts for
more than 12% of Indias total exports. Currently
the Indian market remains highly fragmented,
but is rapidly transforming into an organized
sector.
Currently, the industry is facing a slowdown due
to global economic turmoil. But due to various
government efforts and incentives coupled with
private sector initiatives, the Indian gems and
jewellery sector is expected to grow at a rate of
around 14% from 2010 to 2012. At present, the
Indian gems and jewellery market is dominated
by the unorganized sector; however, the trend is

set to change in near future with the branded
jewellery market growing at an expected rate of
more than 41% in the coming four years. As per
our research report, with its consumption pegged
at nearly 20%, India remains worlds largest
gemstone exporter and this share is expected to
grow further.
Indian Gems and Jewellery Market - provides
strategic insight into the gems and jewellery
market in India. By analyzing past and future
aspects of the market, the report highlights the
potential growth areas in the market and gives
an overview on the market for gems and
jewellery in the country. It also evaluates the
emerging trends in the concerned industry.
The future trend of the gemstones is of
Tourmaline.
Tourmaline Gem has more than 300 colors in
itself. This Gemstones is hugely exported to
many Asian and American Countries. The
demand of Tourmaline is increasing rapidly and
the manufacturing units are busy in making the
orders of tourmaline cut stones.
MILESTONE :
Awards :
State Award for export excellence by Govt. of

Rajasthan in 2009
IDCA Gem Dealer of the Decade Award

(2010)
Members of :
International Colored Gemstone Association
Gem and Jewelery Export Promotion Council,

India
Jewelers Association of Jaipur
Sitapura Gems and Jwellery Industry

Association
Further, to promote the business, RMC actively

participate in all the major trade shows in India
and over seas.
Shows @ Bangkok, Hongkong, USA ( Tucson and
Vegas), China (Beijing , Shanghai ,Shenzhen and
Guangzhou), Japan (Tokyo ,Kobe), Bahrain ,India
(Mumbai and Jaipur)
CHAPTER-2
RESEARCH METHODOLOGY
Objective of a Research
Data Sources
Data Collection tools
Objectives of the study
Rationale of the study
Limitations of the study
2.0 RESEARCH METHODOLOGY:

Market is a dynamic and restless field.
Simle,marketing research is a systematic efforts
for the solution of marketing problems.It covers
the field of problems,techniques and other
aspects of marketing and realted decisionmaking and other implementation,
According to J.B. Giles,marketing research is,"The
objective and systematic
collection,recording,analysis,intepreatation and
reporting of information about existing or
potantial markets,marketing strategies and
tactics and the interaction between
markets,marketing methods and current or
potantial products or services."

"Marketing research is the systematic and
objective
identification,
collection
analysis,
dissemination and use of information for the

purpose of improving decision making related to
the identification and solution of problem".
During the course of conducting the study
the information were gathered mainly through
the primary source.
Conducting field survey by taking to the
retailer who is using mobile phone on the
methodology used in the survey was personal
observation and interview with retailer with the
help of questionnaire.
OBJECTIVE OF A RESEARCH
Developing an environment in which a team of
human and agents produces hypertext reports
about both external sources and a systeminternal
archival
fact.
Research
is
utility
undertaken with a view to intend the frontiers at

knowledge
in
regard
to
specific
area
of
intellectual pursuit.
Marketing research helps business identity
customer needs and wants so a company can
develop and promote products rose successfully.
Such research also provides the information upon
which
important
advertising
and
marketing
decisions are based.

Though each research study has its own
specific purpose. We may think of research
objectives of falling into a number of following
broad grouping.
RESEARCH DESIGN
Research design is a framework of blue print for
conducting the marketing research project. It
deals the procedure necessary for obtaining the
information needed to structure and or solve the
marketing research problem.
The two types of research are:
1.
Exploratory
2.
Conclusive
The objective of exploratory research is to

provide insight, into and understanding of the
problem conformating the researcher.
The objective of conclusive research is to test
specific
hypothesis
and
examine
relationship.
specific
DATA SOURCES:
A.
Primary Data:
a.
b.
B.
Survey approach
i.
Questionnaire
ii.
Personal interview and field survey
Observation method
Secondary data
i.
Company journal
ii.
Sales figure
DATA COLLECTION TOOLS

The collection of data is through a
1.
Questionnaire
2.
Observation
3.
Behavioural Data
(1) Questionnaire :
It is a piece of paper with a set of questions related

to the purpose Research, which is presented to the
respondent. The questionnaire used in my survey had
close-end question.
(2) Observation Method :
When we look at the phenomenon with some

objective it is called Observation. It is the important
technique for data collection. This Method was also
accompanying survey, to know the exact position or
Response of the respondents.
(3 ) Behavioral Data : The customers purchasing history is captured by the

store databases and credit card billing.Much
information can be obtained from this data,as actual
purchases reflect preferences and often are more
reliable than statements made by customers.
OBJECTIVES OF THE STUDY
To know the dynamics of the Gem stone

industry.
What are the products in gemstones?
Which all companies are leading in selling

color-stones?
To find out its scope ahead.
What are the marketing methods to sell

gems-stones?
How far e-marketing helps in selling gems?
RATIONALE OF THE STUDY
1)
2)
3)
I chose this topic because it is the matter of my

interest.
My idea behind joining any gem-stones firm
was to color my
creativity.
This industry attracted me because it gives
freedom to use my own
ideas and creativity .
LIMITATION OF THE STUDY
The scope of the study has been kept restricted

due to time and money Constraints.
Some question regarding the other company

depends on the mood of the respondent and at
the time during which they were interviewed.
There is a chance of human error.
The result is true for the given time period and

it may very with time.
CHAPTER -3
MARKETING STRATEGY
Introduction
Customer Relationship Marketing
Marketing Method
3.0 MARKETING STRATEGY : AN

INTRODUCTION:
Marketing is the economic process by means of
which goods and services are exchanged and their
values determined in terms of money and price.It
coordinates the resources of production and
distribution of goods and services,determines and
directs the nature and scale of the total efforts
required to sell profitably the maximum production
to the ultimate user.
A marketing strategy combines product
development, promotion, distribution, pricing,
relationship management and other elements;
identifies the firm's marketing goals, and explains
how they will be achieved, ideally within a stated
timeframe. Marketing strategy determines the
choice of target market segments, positioning,
marketing mix, and allocation of resources. It is
most effective when it is an integral component of
overall firm strategy, defining how the organization
will successfully engage customers, prospects, and
competitors in the market arena.
Basic theory:
1. Target Audience
2. Proposition/Key Element
3. Implementation
Marketing in India :
Liberalisation and privatisation have been adopted
in our economy.
Some of the major steps which are taken and are
considered important from marketing point of view
are as follows :
New Economic Policies

FEMA
New trade policy (EXIM Policy)
Tactics and actions

A strategy consists of a well thought out series of
tactics to make a marketing plan more effective.
Marketing strategies are dynamic and interactive.
They are partially planned and partially unplanned.
See strategy dynamics.
The management of the company works on the
elements of delegation :
(1)Authority
(2)Responsibility
(3)Acountability
Authority refers to the right of an individual to

command his subordinates and to take action
within the scope of his position.
Responsibilty is the obligation of a subordinate

to properly perform the assigned duty.
Accountability implies being answerable for the

final outcome.
Therefore ensuring effective

management,employees development and better
co-ordination.
A fine balance between decentralization and
centralization in areas of major policy decision is
followed.
CUSTOMER RELATIONSHIP MARKETING

A loyal customer not only buys you product every
time,but buys more as the companies introduce new
products and product upgrades.He talks favourably
about the company and its products,thus spreading
positive word of mouth.
It is a matter of building long term relationship with
customer.
The company essentially beleives in the

phenomenon of CUSTOMER RELATIONSHIP
MARKETING (CRM).The company pays an emphasis
on:
(i)Reducing the rate of customer defection.
(ii)Increase the longevity of the customer
realtionship.
The company,RMC India Ltd.,believes that
marketing is an investment,not a cost.
Well conceived and well executed marketing plans
generate long term returns which can be quantified.
SATISFYING CUSTOMER IS A RACE WITHOUT

FINISH
In a competitive marketplace where businesses
compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has
become a key element of business strategy.
Organizations are increasingly interested in
retaining existing customers while targeting new
customers;
measuring
customer
satisfaction
provides an indication of how successful the
organization is at providing products and/or services
to
the
marketplace.
Customer satisfaction is an ambiguous and abstract
concept and the actual manifestation of the state of
satisfaction will vary from person to person and
product/service to product/service. The state of
satisfaction depends on a number of both

psychological and physical variables which correlate
with satisfaction behaviors such as return and
recommend rate.
RMCs main focus is to develop a brand name of the
company.They believe,for a consumer,a brand
serves as an identicifcation of a product.It reduces
the customers search effort and time,thus
simplifying his decision making.Because of what
brands stand for,they can form deep relationships
and bonds with the customer.Consumers offer their
trust and royalty to such brands.
Because satisfaction is basically a psychological
state, care should be taken in the effort of
quantitative measurement, although a large
quantity of research in this area has recently been
developed.
These ten domains of satisfaction include:
Quality,
Value,
Timeliness,
Efficiency,
Ease of Access,
Environment,
Inter-departmental Teamwork,
Front line Service Behaviors
Commitment to the Customer and Innovation
MARKETING METHODS :
By Emails :
The products to be sold or marketed are sent by
email with the description and pictures to the
potential and targeted customers.
1.
By making Business Trips :

The products samples are hand carried by the
marketing team to the foreign countries and the
samples are shown to customers and the order is
made.
2.
By Analyzing :
The Company with its wide spread channels, gets the
information of which gems have demand and where
and after analyzing, send the marketing team to sell
the gems.
3.
Free Sampling :
The free samples of products are provided to the
customers so that they can try and put it into their
channel.
4.
Competitive Pricing :
The prices of products are to be kept at best
competitive prices so that the customers are
attracted.
5.
CHAPTER 4
MARKETING STRATEGIES OF RMC
Marketing mix
Product
Place
Price
Promotion
Competitive Edge
Working Mechanism
Payment Mode
Companys motto
4.0 MARKETING STRATEGIES OF RMC :The RMC India Ltd. business

emphasizes the following:
strategy
1.
Increase the market share in colored stone

industry by following a disciplined growth strategy
focusing on quality and not on quantity and
delivering high quality customer service.
2.
Maintain the current high standards for asset

quality
through
disciplined
credit
risk
management.
3.
Develop innovative products and services that

attract the targeted customers.
4.
Continue to develop products and services that

reduces the cost of funds.
5.
Focus on high earnings growth with low volatility.
The company follows an intensive marketing

strategy for its promotion. The marketing mix

elements of any company includes :
1)
The Product
2)
Place
3)
Price
4)
Promotion
The marketing mix was suggested by Jeremy

McCarthy, professor at Harvard Business School,
in the 1960s. The marketing mix consists of four
basic elements called the four Ps.
Product is the first P representing the actual
product. Price represents the process of
determining the value of a product. Place
represents the variables of getting the product to
the consumer like distribution channels, market
coverage and movement organization. The last P
stands for Promotion which is the process of
reaching the target market and convincing them
to go out and buy the product.
Marketing-mix is the logical sequence of
marketing activities to attain firm's goals and
maximum custmer satisfaction.Some
fundamental questions,such as,
What to sell (Product)
At what price (Price)
Where to sell (Place)
What to communicate (Promotion)
Four Ps are market-centric.Every marketing

manager should make a judicious mixture of
there 4 P's.
Product : is a set of tangible and intangible
attributes designed to satisfy any specific or
general consumer needs.
Price : is the value of the product or service
expressed in monetary terms.
Promotion : is the communication by the
marketer to its target customers regarding its
product of services.The three basic elements of
sale promotion are advertising,personal selling
and sales promotion.
Place : is concerned with making the product
available when and where customers want the
product.
(A) THE PRODUCT:

The product strategies are the heart of the
marketing strategy and include aspects such as

quality,product features and attributes,performance
variables,physcial appearance,brand name,brand
image,product variants and many other
factors.Products are a combination of tangible and
intangible factors.Everything that has to be
marketed.
The growth stage is marked by product
improvements through added features,improves
functionality and design.
A key aspect of the product strategy especially for
pioneering firms is to continuously improve the
product through incremental innovations,to ensure
market dominance.
We have already mentioned the range of products in
which the company deals.
The companys products are rough initially as they
come out of the mines and therefore need to
undergo the following processes to give them a
proper shape and definite figure:
Grading:
In the last two decades there has been a
proliferation of certification, not only for diamonds
but for gemstones as well. There are five major
laboratories which grade and provide reports on
gemstones.
*
*
*
*
Gemological Institute of America (GIA)

American Gemological Society (AGS)
American Gem Trade Laboratory
American Gemological Laboratories (AGL)
* European Gemological Laboratory (EGL).
Cutting and polishing:

Cutting and polishing are done for usage as
gemstones. The two main classifications are stones
cut as smooth, dome shaped stones called
cabochons, and stones which are cut with a faceting
machine by polishing small flat windows called
facets at regular intervals at planned angles.
Gemstone Color:
Color is the most obvious and attractive feature of
gemstones. The color of any material is due to the
nature of light itself. Daylight, often called white
light, is actually a mixture of different colors of light.
When light passes through a material, some of the
light may be absorbed, while the rest passes
through. The part that isn't absorbed reaches our
eye as white light minus the absorbed colors.
Treatments applied to gemstones:

Gemstones are often treated to enhance the color or
clarity of the stone. Depending on the type and
extent of treatment, they can affect the value of the
stone.
Some methods are :
Heating
Waxing/oiling
Fracture Filling
Synthetic and artificial gemstones:

Some gemstones are manufactured to imitate other
gemstones. For example, cubic zirconia is a

synthetic diamond simulant composed of zirconium
oxide.
INFORMATION OF THE PRODUCT :

RMC Gems India Ltd. has Blue-Topaz and
Tourmaline as the major selling stones.
The Knowledge of Product is necessary for
marketing it.
Following is the information of the products to be
marketed:
BLUE TOPAZ
Refractive Index: 1.62-1.63
Hardness: 8.00
Specific Gravity: 3.54
Birthstone: December
Anniversary Stone: 4th, 23rd
Origination: Natural blue topaz is found in the

URL Mountains of the former Russia.
Care & Cleaning: Soft polishing cloth, plain water
rinse, mild solution of soap & water or
commercial jewelry cleaner.
Fiction, Facts & Folklore :

Natural blue topaz is extremely rare and
expensive. It is found in the Urals of Russia,
sometimes associated with deposits of feldspar
and smoky quartz.
The United States consumers buy more blue
topaz than any other nation on earth.
Blue topaz is the most popular member of the
topaz mineral group.
Nearly all blue topaz seen at retail today is in fact
heat-treated white topaz.
Some of the best sources for white topaz include

Brazil, Sri Lanka and Bolivi.
The colors of blue topaz are described in many
different ways. The most pale variety is often
called sky blue, while others carry names like
Swiss blue or Caribbean blue. The most
valuable shade of all is a deep blue variety
commonly known as London blue topaz.
As it is with many other colored gems, the deeper
the color, the higher its value.It takes a London
blue topaz one full year to reach the
marketplace.
TOURMALINE:
The two most common colors of tourmaline green
and pink are generally found together, so production
goes hand in hand. One notable exception was an
explosion of deep pink tourmaline (also known as
rubellite) from Nigeria in 1998.
The find followed a typical "gold rush" trajectory.
Once discovered, the mine attracted hundreds of
local miners some professionals and some just
hoping to make a lucky strike resulting in a flood of
the material on the market. The tourmaline came in
large, clean crystals and a saturated, dark pink color
that blew its competition from Brazil right out of the
water. Prices fell sharply as dealers maneuvered to

get in on the action. A year later, however, the
deposit was mined out, and prices gradually started
to creep back up.
Although tourmaline can be found all over the world,
probably the single greatest producing country is
Brazil. Pink, green, and bi-color tourmaline can be
found all over the country, particularly the state of
Minas Gerais. However, stricter environmental
regulations combined with a decline in investors
who are willing to back gemstone mining have led to
a decrease in production, and Brazilian dealers
sometimes buy from Africa to supplement their
inventory.
Africa produces tourmaline in various places,
although there are few famous deposits. One
notable exception is in Namibia, where miners
identified a huge tract that produces high-quality,
vibrant blue and green tourmaline, sometimes in
large sizes. At last report, that mine was tied up in
ownership disputes and producing very little.
Another exception deposit of blue tourmaline was
discovered in Nigeria in 2001. Although the
quantities were limited, the tourmaline was an
electric blue color reminiscent of Paraba tourmaline,
although not as
Tourmaline is a very common gemstone it can be
found all over the world and while its supply is
down, it's still more than enough to keep up with
demand.
(B) PLACE:
Distribution strategies are concerned with making
the product available when and where customers
want the product. The distribution decisions include
the type of channel,storage,shelf space and stock

and replenishment levels
Place (Distribution) Strategies :
As the rate of cutomer adoption of the product
increases,it is generally easier to expand the
distribution channels,as the trade channels become
convinced about the business vialibilty of the
product.
Distribution strategy is essentially to increase
coverage,enter newer channels,and increase self
space and product visibility at the point of sale.
RMC has expanded its operations by having opened
up direct marketing in countries like Thailand, Hong
Kong, Japan to cater to its clients in these regions
and also add on to newer clients and have very
prompt and efficient services offered round the
clock to its clients with a strong thrust on the
Domestic market also.
The staff includes technical personnel who attend
the customers and understand their needs and meet
them successfully.
Ware House, Packaging & Delivery
The company has a well-constructed and capacious
warehouse to store rough, as well as finished
stones. Besides laying emphasis on safe storage,
they also focus on full-proof packaging of the range
of stones. The company uses bubble film, cushioned
display boxes and other packaging material that are
as per the requirement of the clients. Use of
superior quality packaging material ensures safe
movement of cargo and stones from our facilities to
the final destination.

The estimated lead time of delivery
depends upon various factors like
quantity ordered, type of cuts and
finishes etc.
(C) PRICE:
Price is a very visible and critical element of the
marketing mix.Pricing decisions are also very complex
as they have to factor in a number of factors such as
target customers ability and propensity to
pay,competitors prices,taxes,transporation costs,profit
magins for the company amongst a host of other
factors.
The pricing is done in such a way that the products are
available at affordable prices and there is no
compromise with the quality as well.
Therefore the firm maintains a balance between the
affordability and durability.
PRICING STRATEGY :
The company uses the phenomenon of Market
skimming strategy.Market skimming strategy is a
strategy of using a high price relative to competitive
substitutes and benchmarks.
Rapid skimming is a strategy of using high prices
backed by a very high level of marketing
communications support.The basic requirement for this
strategy to work is that product must be superior both
technologically and in terms of utility to all other
competitive substitutes available.
(D) PROMOTION
PROMOTIONAL STRATEGY :
Since the key marketing objective is to build selective
demand and brand preference,communications

strategy is directed towards establishing brand
awareness and brand preference through heavy media
use for advertising,sampling and promotion
programs.The major aim is to builld a brand preference.
The goal of a firms promotional strategy is to
inform,educate,persuade and remind the target
customers about the benefits of the organizations
product.The different elements of communication like
advertising,sales promotion,public relations,publicity
and persona slling must be coordinated together to
create an effective communication strategy.The firms
main promotion or we can say publicity is through
participating in the various shows held all over the
world.
ADVERTISING
Advertising is a form of communication
intended to persuade an audience (viewers,
readers or listeners) to purchase or take some
action upon products, ideas, or services. It
includes the name of a product or service and
how that product or service could benefit the
consumer, to persuade a target market to
purchase or to consume that particular brand.
These messages are usually paid for by sponsors

and viewed via various media. Advertising can
also serve to communicate an idea to a large
number of people in an attempt to convince them
to take a certain action.
Advertising is a form of communication intended
to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon
products, ideals, or services. It includes the name
of a product or service and how that product or
service could benefit the consumer, to persuade
a target market to purchase or to consume that
particular brand. These messages are usually
paid for by sponsors and viewed via various
media. Advertising can also serve to
communicate an idea to a large number of
people in an attempt to convince them to take
certain actions.
Different types of media can be used to deliver
these messages, including traditional media such
as newspapers, magazines, television, radio,
outdoor or direct mail; or new media such as
websites and text messages.
Marketing through the Internet opened new
frontiers for advertisers and Scontributed to the
"dot-com" boom of the 1990s.
The firm spends heavily on advertising in order to
meet the objectives of the company effectively
and efficiently.
E-MARKETING :
Internet marketing, also referred to as imarketing, web-marketing, online-marketing or eMarketing, is the marketing of products or
services over the Internet.
The Internet allows consumers to directly access
manufacturers and vice-versa.Internet commerce
is carried out over four major domains
:B2B,B2C,C2C and C2B.Internet commerce or ecommerce is growing by leaps and bounds
further fueled by the advent of safe electronic
payment.Internet selling is likely to be more
successful when it offers time savings,high
quality service and products that appeal to a
more affluent audience.
The Internet has brought media to a global
audience. The interactive nature of Internet
marketing in terms of providing instant responses
and eliciting responses are the unique qualities of
the medium. Internet marketing is sometimes
considered to be broad in scope because it not
only refers to marketing on the Internet, but also
includes marketing done via e-mail and wireless
media.
Internet marketing ties together creative and
technical aspects of the Internet, including:
design, development, advertising, and sales.
This element enables the firm to enable the
purchase of the product sitting at home by simply

placing the order. This is an ease to those
customers in whose country there in no branch of
the firm.
BENEFITS OF E-MARKETING :
TO CUSTOMERS
Transaction speed quick.
Build customer loyalty by offering all services.
Security and privacy of customer history.
Faster service available.
Customer queries answered instantly.
Impartial service to customers.
TO STAFF
Mistakes by staff minimized
Eliminates redundancy, manual checking of
books of record.
Speeds up the processes of order and
delivery.
TO MANAGEMENT
All requirement met on time
Better management control through periodic

reports
Enhances productivity
Reduce human errors
Easy to use, administer
COMPETITIVE
EDGE
If it is Blue Topaz, it has to be RMC The ultimate

source in Blue Topaz and Semi precious stones. This
saying goes very well with RMC because of the
reality that RMC is truly the undisputed market
leader globally in Blue Topaz and Tourmaline.It
directly sources from the mines and therefore
benefit of cost is directly passed on to all its clients.
RMC has made it self a very established player in
the field of semi precious tones for the last 2
decades and the presence is felt globally with
leading buyers associated with the company in the
most developed markets of USA, the European
Union, Hong Kong and other markets.
RMC enjoys the support and patronage of all its
clients, which has been possible because of the
edge in creating with expertise, crafting with skill,
and producing stones to perfection with the phrase
TOGETHER WE SPARKLE.
RMC has that touch of class to all its range of exotic
color stones that it manufactures in its in-house
manufacturing facility in Jaipur city where a lot of
R&D is done to come out the most eye catching cuts

and shapes with a lot of effort on ensuring that the
polish is truly international in class and quality
having the most exquisite craftsmanship and an inhouse quality control cell that ensures that every
stone produced and finished is FLAWLESS.
RMC has expanded its operations by having opened
up direct marketing in countries like Thailand, Hong
Kong, Japan to cater to its clients in these regions
and also add on to newer clients and have very
prompt and efficient services offered round the
clock to its clients with a strong thrust on the
Domestic market also.The following are the
competitive zone areas,where the company excels :
(i)The flexible manufacturing systems variety,speed and quicker response to market
demand,allows the company to make profits on
volume returns..
(ii)Timely supplies and consistent quality.
(iii)Quality of Manpower Resources - the ability to
attract,train and retain the best talent.
WORKING MECHANISM :
Factory :
The area of the factory is 50,000 sq ft approx. lying
in SEZ Phase -1,Sitapura,Jaipur.The present number
of people working are 1500 incuding officials,
labourers and contractors.
Team :
Our pool of skilled artisans, designers,
engineers, marketing executives
serve as a potent reserve to our
organization. Artisans with years of
industry experience have the requisite
proficiency and an eye for precision
and excellence.
The credit for the distinct style and design of the
gemstones goes to the team of talented designers.
They are creative tanks brewing with innovative
ideas. The innovative creations of the designers are
construed into substance by the artisans.
Strong and effective marketing network consists of
competent professionals with vast domain
experience. Adherence to transparent business
policies and good contacts in the domestic and
international market has given us a lot of business.
Moreover,the job training for the work force at
regular intervals to keep them abreast about the
latest developments related to the Industry.
ACE CARD :
Customers prefer RMC over other suppliers because
it offers them the best deal in terms of quality, at
competitive prices at the quickest turn around time
for delivery with prompt services.
Deft artisans, talented designers and modern

machinery play a pivotal role in the company's
success. The combined effort of these three factors
has helped us earn acclaim and appreciation from
the clientle world wide.
PAYMENT MODE :
Payment Terms
Letter of credit : Applicable only in case of high
value shipments
Money transfer through bank
Demand Draft
Cash
COMPANYS MOTTO :
Providing Exact Quality of Gemstones to the

Customers.
Delivering the exact product to the customers

requirement.
Establishing
more
customer
relation
for
the
growth of business.
Finding more new markets for marketing of

Gemstones.
Setting
up
of
Research
and
Development
Department to search for new products and

analyze the market.
Contribute to the trade so that all can reap the

benefits.
Satisfying the customers.
CHAPTER 5
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
5.0 SWOT ANALYSIS :

SWOT is an abbreviation for
Strengths,Weakness,Opportunities and
Threats.SWOT analysis is an important tool for
auditing the overall strategic position of a
business and its environment.
Strengths and weakness are internal factors.For
example,strength could be a firm's specialist
marketing expertise.A weakness could be the
lack of a new product.
Opportunities and threats are external factors.For
example,an opportunity could be developing
distribution channel such as the Internet,or
changing consumer lifestyles that potentially
increase demand for a company's products.A
threat could be a new competitor in an important
existing market or a technological change that
makes existing products obsolete.
Accordingly,SWOT analysis is best used as a
guide and not a prescription.Adding or weighing
criteria to each factor increases the validity of
the analysis.
STRENGTHS
Established name as company is operating

since 1990 successfully, so has got a very
strong customer loyalty.
Brand image is very high than its competitors.
Presence of company in all over the world gives
it maximum clientage.
Company is self renowned as it exhibits all
major exhibitions around the world.
Fast expanding distribution network.
Use of latest technology in providing the

service.
Highly skilled and committed personnel with

strong team work.
Employee satisfaction and retention.
WEAKNESSES
The internal expenses are much which

increases the cost of products.
Comparatively high priced products / service
than its competitors.
OPPORTUNITIES
The increasing market of Gemstones.
The establishing of R&D Departments which

can reap much benefits to the company.
The growing pattern of Tourmaline demand

may give more work to the company.
THREATS
Other Big players are also aware of market
demands.
Competitors try to fetch the orders by selling
at very less prices.

Sometimes the international trips go as big
expense without any sale.
The market can be clashed anytime as
increase of suppliers.
CHAPTER -6
CONCLUSIONS AND SUGGESTIONS
Conclusions
Personal Analysing
Suggestions
6.0 CONCLUSIONS :
Aggressive Marketing is the key to increasing

the market share in this area, since the
market has a lot of potential and
opportunities.
The level of service in terms of delivering

whatever is promised, fast response in case
of problems is the most important benefit
that the customer seeks.
Customers favour product that are of highest
quality.
Customers are interested in innovative
products.
Companies need to emphasize production
efficiency and achieving economies of scale.
Mass distribution of products is the key to
success.
If a customer is satisfied, then there is a good
chance of getting many future businesses
and cross sales from the deal.
It is concluded from the analysis that proper
communication and good realtions is
necessary for both the customers along with
a competent sales force to effectively and
efficiently carry out the sales.
A judicial and wise mix of various sales
promotion strategies should be adopted
considering the investments and profitablity
to yield more benefits and high returns.
PERSONAL ANALYZING :
I experienced and learnt how the marketing

is done.
The products are shown in very pleasing way
and displays are made very eye catching.
I learnt that the information of the product
are very necessary before its marketing.
The confidence should be much to impress
the customer of the product and there should
be no hesitation in doing negotiations.
The negotiations are done in polite and
peaceful manner, the customer is to be
treated as king and customers views are to
be listened and understand carefully.
SUGGESTIONS :
Few suggestions are given to improve your
efforts if you again are asked to prepare a
project, for improving your skills and efforts.
Some of them are:
Company should take part in the fashion

shows,which will
bring knowledge
about their products to the customers.
Company should produce innovative
products,as people often like to see the
change and the new products.
New products can influence the present
customers as well as new customers can
be added.
More proportion of the budget should be
spent on advertising in magazines like
Gem World.
The staffs should be given frequent
trainings so that they are

equipped with
the latest knowledge and technology.
APPEDIX
BIBLIOGRAPHY :
1)Research Methodology
Author : Pratap Keshari Khatoi
C.R Kothari
2)Marketing Management
Author: C.N Sontakki
Philip Kotler
3)Essential Marketing
Author: B.A.V Sharma
MAGZINE & JOURNAL

(1)The Times of India
(2) Economics Times
(3)Business World
WEBLIOGRAPHY:
www.jewellerynewsasia.com
www.google.com
www.rmcgems.com

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Project Report

Marketing Strategies of Rmc Gems India Ltd.Page 1

Marketing Strategies of Rmc Gems India Ltd.Page 2

project has been prepared in the fulfillment of the

College Of Global Excellence,jaipur.

Marketing Strategies of Rmc Gems India Ltd.Page 3

to complete this project report in time. Their

Marketing Strategies of Rmc Gems India Ltd.Page 5

What is Marketing Strategy

Conclusions and Suggestions

Marketing Strategies of Rmc Gems India Ltd.Page 6

Gemstone Industry : An Introduction

Business Focus and vision

About the Director

Marketing Strategies of Rmc Gems India Ltd.Page 7

Marketing Strategies of Rmc Gems India Ltd.Page 8

A gemstone or gem (also called a precious or

RMC Gems established in 1990 and since then

in India. The product line of the company is huge

Marketing Strategies of Rmc Gems India Ltd.Page 10

Profit and growth are the key objectives of

Growth of the business in terms of salesvolume,number of products, increase in

Profit as it is an indication of successful

(B) Creating employment opportunities leading to

ABOUT THE DIRECTOR:

industry. He has established the empire of RMC with

Marketing Strategies of Rmc Gems India Ltd.Page 13

SWISS BLUE TOPAZ

Marketing Strategies of Rmc Gems India Ltd.Page 14

LONDON BLUE TOPAZ

Marketing Strategies of Rmc Gems India Ltd.Page 15

Gemstones Rough and Preform

SKY BLUE TOPAZ

Gemstones Synthetic Stones

Marketing Strategies of Rmc Gems India Ltd.Page 16

Marketing Strategies of Rmc Gems India Ltd.Page 17

by the unorganized sector; however, the trend is

Marketing Strategies of Rmc Gems India Ltd.Page 19

State Award for export excellence by Govt. of

IDCA Gem Dealer of the Decade Award

International Colored Gemstone Association

Gem and Jewelery Export Promotion Council,

Jewelers Association of Jaipur

Sitapura Gems and Jwellery Industry

Further, to promote the business, RMC actively

Marketing Strategies of Rmc Gems India Ltd.Page 20

Data Collection tools

Objectives of the study

Rationale of the study

Limitations of the study

2.0 RESEARCH METHODOLOGY:

potantial products or services."

dissemination and use of information for the

about both external sources and a systeminternal

undertaken with a view to intend the frontiers at

decisions are based.

Marketing Strategies of Rmc Gems India Ltd.Page 23

The objective of exploratory research is to

Marketing Strategies of Rmc Gems India Ltd.Page 24

Personal interview and field survey

Marketing Strategies of Rmc Gems India Ltd.Page 25

DATA COLLECTION TOOLS

It is a piece of paper with a set of questions related

(2) Observation Method :