Online Jewellery Business: Marketing Strategy Report and Analysis

This report presents a marketing strategy for an online jewellery business. The report focuses on the STP approach, including segmentation based on age, gender, and income, targeting women with differentiated strategies, and positioning products based on price, uniqueness, and quality. It then explores the marketing mix, detailing product offerings (innovatively designed jewellery), a penetration pricing strategy, online sales and delivery, promotional activities (including social media marketing), personnel management, standardized processes for orders and exchanges, and the importance of website design. The report aims to guide the business in attracting customers and gaining a competitive edge.

Marketing Strategy

Table of Contents
STP approach .............................................................................................................................3
Marketing mix.............................................................................................................................3

Online Jewellery business
STP approach
Segmentation Business entity will segment its customer base
on the basis age, gender and income aspects. In
other words, entrepreneur will target women
pertaining to middle and higher income class.
Business entity will offer jewellery for both
young and old age women.
Targeting Differentiated targeting strategy will be used
by the researcher for attracting customers. On
the basis of this, varied marketing mix will be
prepared for the target market selected.
Positioning Entrepreneur will position products or services
on the basis of price, uniqueness and quality
aspects.
Marketing mix
Elements Description
Product Innovatively designed jewellery such as
bracelets, necklaces etc will be offered to the
client via online store at affordable prices.
Price Penetration pricing strategy will be undertaken
for influencing customer decision making and
gaining competitive edge over rivals.
Place Through online website orders for jewellery
will be taken and thereby delivered to the

client.
Promotion Products will be promoted through the mean of
both traditional and non-traditional modes.
Hence, advertisements will be placed on
newspaper, television and social networking
sites (Facebook, Instagram and Twitter). For
attaining success major emphasis will be on
social media marketing or advertisements.
People Competent personnel will be hired having
ability in relation to dealing with clients and
solving their problems quickly.
Process Standardized process will be considered for
taking orders, payment , delivery and exchange
etc.
Physical evidence Website will be created in an innovative
manner which in turn enhances customer
traffic and thereby market share.