Diya Diamonds SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1419
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SWOT Analysis of Diya Diamonds with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Diya Diamonds

Parent Company

Gitanjali

Category

Jewellery and diamonds

Sector

Lifestyle and retail

Tagline/ Slogan

Born of dreams

USP

Low gold weight and High value diamond variable

STP

Segment

Woman who adored diamond and who likes light weight yet fashionable diamond studded jewellery

Target Group

Working Woman middle income earners

Positioning

Modern yet traditional, priceless yet affordable

SWOT Analysis

Strengths

1. One of the premium and affordable brand under the shield of Gitanjali.
2. Economically viable to purchase
3. Using film celebrities as a brand ambassador, can get more attraction from customers

4. Diya is the first B2B diamond jewellery brand for manufacturers and the trade
5. Good advertising and branding

Weaknesses

1. Less brand distinction and outlets in Indian market.

2. Limited global penetration as compared to some of the international diamond brands

Opportunities

1. More number of stores across India and global expansion
2.Needs more franchise, since this segment is increasing
3.Design new products with workforce

Threats

1. Competition from branded companies
2. Economic fluctuations mean less spending from customers
3. Aggressive advertising from competitors

Competition

Competitors

1.TBZ
2.Tanishq
3.Orra Diamonds



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