Ciemme Jewels SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1460
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SWOT Analysis of Ciemme Jewels with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ciemme Jewels

Parent Company

C MAhendra Exports Limited

Category

Jewellery and Diamonds

Sector

Lifestyle and retail

Tagline/ Slogan

Creative Brilliance, commendable quality

USP

Customized Design as per customer’s requirements

STP

Segment

Young women looking for bridal and daily wear jewellery

Target Group

Middle and upper middle class

Positioning

Jewels which bring prosperity, power and emotions, royal charm  in one’s ornaments

SWOT Analysis

Strengths

1. Has a very Strong corporate reputation.

2. recognized  throughout  the  world  as   a significant  player  in  the international diamond  industry.

3. Well knit sales and distribution channels in India

4. Plans to set up 15 additional retail outlets across India, at cost of Rs 300 million.

5. They have been awarded as DTC sight holder.

6. C Mahendra Group has a highly skilled pool of human resources with a total strength of around 3000 people.

Weaknesses

1. Majorly it exports the diamonds, so the price increase in raw material will have a huge effect in the business
2.Limited branding and advertising as compared to global and market leaders

Opportunities

1. More global penetration through ads and marketing
2. Tie-ups with fashion houses and lifestyle events
3. The growth in exports occurred due to a revival in global demand post the global economic crisis and large consignments of recycled diamonds entering the market (re-cutting and re-polishing).

Threats

1. Delay in supply of rough diamonds from primary sources would lead an adverse effect on the company.
2. Fluctuation in foreign exchange may cause a serious problem to company’s exports, since majorly the company deals in exports
3.Change in buying behavior of customers

Competition

Competitors

1.Renaissance Ltd
2.Gitanjali
3.Tanishq Jewels



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