RAMA

JEWELS
I N T E R N S H I P P R E S E N TAT I O N
B Y: J H A N V I S O M AYA
 ABOUT THE COMPANY
Rama Jewels Pvt Ltd is a jewellery store located in Mumbai,

Maharashtra.

It is run by Mrs. Barkha Moorjani, a professional in diamond

reading and jewelry management.

Their flagship store is located in Bandra, mumbai

They expertise in Indian jewelry designs such as jadeau, polki,

antique gold and diamonds

They have been featured in various magazines such as Harpers

bazaar, Femina wedding etc.

They also own a branch in Hyderabad.

 PROBLEM

The sales of Rama Jewels

have declined in the past 2
years.
 SOLUTIONS

MARKETING HUMAN
STRATEGIES RESOURCE

STRATEGIES
 SWOT ANALYSIS
A S T U D Y U N D E R TA K E N B Y A N O R G A N I Z AT I O N T O I D E N T I F Y I T S I N T E R N A L S T R E N G T H S
A N D W E A K N E S S E S , A S W E L L A S I T S E X T E R N A L O P P O R T U N I T I E S A N D T H R E AT S .

Weakness
Strengths
es

Opportunit
Threats
ies
 STRENGTHS:
Small yet dedicated team
All specializations are within the store. (diamond sorting, jewelry designing,
gold melting etc.)
The owner is specialized and is an official lapidary, hence giving more
credibility to the store.
Family business, so they have loyal customers.
Word of mouth marketing
NRI (non residential indians) customers from all around
Operates in Hyderabad
Various designer supply to the store.
In house craftsmen ensure good quality and well crafted jewelry.
 WEAKNESSES

No specialized marketing team

No marketing strategies implemented except through word of mouth
Do not have a website
They are not well established in the jewelry industry.
Have only one store in Mumbai
No advertising strategies have been adopted (above the line and below the
line advertisement is neglected)
Has no social media presense
No motivation or incentive given to employees to maximize sales
Segregated office departments makes communication difficult.
 OPPORTUNITIES
Fast growing E-commerce sector

Increasing popularity of pop up stores

Customization of jewelry

Combination of metals are available in the market

Human resource is easily available.

Growing demand for jewelry especially during festive season.

India is known as the hub for global jewelry (The overall net exports of Gems & Jewellery

during April-December 2016 stood at Rs. 175,879.24 crore / US$ 26.28 billion)

The International Institute of Diamond Grading & Research (IIDGR) has invested US$ 5

million for expanding its synthetic diamond testing facility in Surat.

 THREATS
Increased competition in terms of Indian Jewelery

Already established jewelers (Notandas, Anmol etc) have taken over most
of the industrys market share

Inventory costs are very high

Stocks are expensive to keep

The Government imposes a lot of restrictions on the mining of precious

stones.
 SOLUTIONS AND
RECOMMENDATIONS:
Indulge in below the line advertisement through social media platforms like
Facebook, Twitter, Instagram etc.
Indulge into opening more stores around Mumbai as well as Hyderabad.
Try and capture more of the market apart from family and friends through
billboard advertisements.
Recruit proper marketing staff in order to keep the consumers in the loop
about the new updates on the store.
Indulge in competitive pricing and also give discounts and promotions
during festival season.
Take part in exhibitions all around to establish themselves in the market.
 RESPONSIBILITIES & LEARNING
OUTCOMES
Keeping inventory by scanning barcodes of the jewelry daily.
Attending to customers and taking part in negotiations.
Learned how to to tally the billings and receipts
Learned how gold bars are melted and made into various shapes and forms
Learned the various cuts of diamonds and numbers of marquises and how
they can be fitted into different shapes in order to make an illusion of them
being bigger or smaller.
Learned how to persuade customers are market the goods in a way that
they are appealing to the consumers.
Attending to
customers. #1
Weighing
the gold bar
for the
customers.
#2