Description
SWOT ANALYSIS OF DIYA DIAMONDS
Diya Diamonds
Parent Company
Gitanjali
Category
Jewellery and diamonds
Sector
Lifestyle and retail
Tagline/ Slogan
Born of dreams
USP
Low gold weight and High value diamond variable STP
Woman who adored diamond and who likes light weight yet Segment fashionable diamond studded jewellery
Target Group
Working Woman middle income earners
Positioning
Modern yet traditional, priceless yet affordable SWOT Analysis
1. One of the premium and affordable brand under the shield of Gitanjali. 2. Economically viable to purchase 3. Using film celebrities as a brand ambassador, can get more attraction from customers 4. Diya is the first B2B diamond jewellery brand for manufacturers and the trade Strength 5. Good advertising and branding
1. Less brand distinction and outlets in Indian market. 2. Limited global penetration as compared to some of the Weakness international diamond brands
Opportunity
1. More number of stores across India and global expansion 2.Needs more franchise, since this segment is increasing
3.Design new products with workforce
1. Competition from branded companies 2. Economic fluctuations mean less spending from customers Threats 3. Aggressive advertising from competitors Competition
1.TBZ 2.Tanishq Competitors 3.Orra Diamonds
doc_376392956.docx
SWOT ANALYSIS OF DIYA DIAMONDS
Diya Diamonds
Parent Company
Gitanjali
Category
Jewellery and diamonds
Sector
Lifestyle and retail
Tagline/ Slogan
Born of dreams
USP
Low gold weight and High value diamond variable STP
Woman who adored diamond and who likes light weight yet Segment fashionable diamond studded jewellery
Target Group
Working Woman middle income earners
Positioning
Modern yet traditional, priceless yet affordable SWOT Analysis
1. One of the premium and affordable brand under the shield of Gitanjali. 2. Economically viable to purchase 3. Using film celebrities as a brand ambassador, can get more attraction from customers 4. Diya is the first B2B diamond jewellery brand for manufacturers and the trade Strength 5. Good advertising and branding
1. Less brand distinction and outlets in Indian market. 2. Limited global penetration as compared to some of the Weakness international diamond brands
Opportunity
1. More number of stores across India and global expansion 2.Needs more franchise, since this segment is increasing
3.Design new products with workforce
1. Competition from branded companies 2. Economic fluctuations mean less spending from customers Threats 3. Aggressive advertising from competitors Competition
1.TBZ 2.Tanishq Competitors 3.Orra Diamonds
doc_376392956.docx