SWOT Analysis of Sangini with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Jewellery and diamonds
Lifestyle and retail
For a special togetherness
Designs are unique, specially targeting the newlywed couples
Woman seeking jewellery, diamonds and lifestyle accessories
Middle class earners and upper middle class who dwells in a city
Authenticity, affordability and accessibility
1. Sangini is an expression of love, which targets really special group on special occasion 2. Has a strong backing of the parent company Gitanjali 3. The marketing campaign has celebrity brand ambassadors, which manages to attract customers 4. Excellent advertising and branding through TVCs and print ads
1. Hasn’t been able to have a huge market share despite good brand presence in India 2. Limited global brand presence as compared to other brands
1. Need of production for colored jewels instead of elite colored diamonds 2. Expanding jeweler production capacity from 5,300 pieces per day to 8,000 pieces per day
1. Sluggish Economic growth 2. Increasing gold prices and shifting to silver jeweler 3. Presence of more international brands in the market
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