PC Jewellers Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of PC Jewellers analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the PC Jewellers marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by PC Jewellers.

Let us start the PC Jewellers Marketing Mix & Strategy:

PC Jewellers Product Strategy:

The product strategy and mix in PC Jewellers marketing strategy can be explained as follows:

PC Jewellers is one of India’s leading jewellery brand and retail outlet. The product variety from PC Jewellers includes gold, diamond, silver jewellery and coins, idols. They come up with innovative collections like Twin collection, Grecia collection and there are options for customisation. The jewelleries are BIS hall marked and for delivery there is Cash on delivery option, free shipping, early returns and 100 percent refund option available as well. The products display the nuances of Indian culture as well as modern touch of sharp edged pieces. There are different collections showing the rich Indian culture like Lal Quila where the traditional jewellery are intricately given a modern touch but mostly displays the beauty of Mughal empire architecture.


Image: flickr.com/photos/21817381@N04/


PC Jewellers Price/Pricing Strategy:

Below is the pricing strategy in PC Jewellers marketing strategy:

PC Jewellers has premium pricing policy as the jewelleries are high in quality and intricate in details There 100 percent refund option available and lifetime exchange policy which ensures the return on investment for the customers is high. PC Jewellers also provides free insurance for the pieces and JFL payment with same day shipping options. There’s segregation of products based on price ranges as well. This allows customers to buy products based on their affordability and increase market reach for the company.


PC Jewellers Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read PC Jewellers SWOT Analysis, STP & Competitors

PC Jewellers Place & Distribution Strategy:

Following is the distribution strategy of PC Jewellers:

PC Jewellers shop is present in every major city and there is a store locator that helps the customer find the store nearby. There is an online website which also enables customers to order products online without any hassle.

The store is present in Bihar, Chandigarh, Himachal Pradesh, Odisha, Telangana, and Rajasthan.


PC Jewellers Promotion & Advertising Strategy:

The promotional and advertising strategy in the PC Jewellers marketing strategy is as follows:

The promotional events by PC Jewellers include various offers like triple delight, Ring it on, Express yourself collection. The promotional events also done through twitter, Facebook, Instagram where the new collection is displayed. There has been celebrity endorsements also and ads are shown in movie halls, apart from traditional television. There is a dedicated customer support that also shows the customer oriented outlook of the company. There are best of sale collections as well as provides cashbacks on various cards. There is gifting options as well based on different festivals which is a good strategy as festivals are important time of purchase for Indians.


Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of PC Jewellers.


Physical Evidence:

PC Jewellers stores are its biggest physical evidence. Logo is elegant with black and white calligraphy. The gold design on the letter ‘J’. The ambience of the shop is luxurious and represents opulence. The brick mortar shops are spacious and cordial services provided by the employees. The official website displays the various designs and collections.


People:

PC Jewellers employees and customers are the key for any service based industry but especially for a jewellery brand that needs to connect with customers in order to urge them to make such big investment. The employees are warm and welcoming. They also offer refreshments to the potential customers that visit the shop and usually have a uniform.


Process:

The process begins with customer visiting the shop or making an online purchase. They can take help of customer support or the employees in case of any problem. There is JFL payment option and corporate discounts. Hence this completes the marketing mix of PC Jewellers.


About PC Jewellers:

PC Jewellers is a jewellery brand, based in Delhi. It began with one shop at Karol Bagh, Delhi in 2005 and since then it has grown into a conglomerate, having revenue of Rs 70+ billion. It was founded by Padam Chand Gupta and Balram Garg. The head quarter is in New Delhi.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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