PREFACE I am pleased to present the project report “Gold Jewellery” before my respected readers. It is a humble attempt from my part to judge consumer behavior for the effectiveness of existing and self designed ad- copy of Spices. This study deals with a number of topics, which will help the reader understand and learn how consumers make consumption decisions regarding Spices. Language of the report is simple and lucid. Attempts have been made to arrange the subject matter in a systematic and well-knit style. Efforts have also been made to deal with all topics precisely and gently. I express thanks to all those prolific teachers and experts of management whose theories and ideas have been incorporated in this project report. Despite of this it is very difficult to be perfect to the core and mistakes do creep in for which I extend my apology and carve the hospitality of the readers to point them out. Their criticism and suggestions for the improvement in future are welcomed. VANDNA PATHAK B.COM VTH SEM ACKNOWLEDGEMENT Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number of persons. Iwish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected Mrs. Anjali Namdeo Thakur FeranSingh Art and Commerce Collage Shahpur for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mrs. Anjali Namdeo He rendered me all possible help and guidence while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers, family members, friends and all those whose encouragement has infused courage in me to complete the work successfully. VANDANA PATHAK B.COM VTH SEM. CERTIFICATE Date: The project report titled “GOLD JEWELLARY” has been prepared by Miss. VANDANA PATHAK, IInd Batch, under the guidance and supervision of MRS. ANJALI NAMDEO, for the partial fulfillment of the degree of B.COM VTH SEM. Signature of the Signature of Signature of Supervisor: Head of the the examiner Department: - DECLARATION BY THE CANDIDATE Date: I declare that the project report titled “GOLD JEWELLARY” is my own work conducted under the supervision of MRS. ANJALI NAMDEO Department Of COMMERCE, To the best of my knowledge the report does not contain any work, which has been submitted for the award of any degree, anywhere. - TABLE OF CONTENTS ♦ Preface ♦ Acknowledgement ♦ Certificate ♦ Declaration by the Candidate 1. Introduction 2. Line of Objectives 3. Research methodology 4. Data analysis and interpretation 5. Self designed advertisement . Product profile . Script for advertisement . Advertisement of existing brand 6. Findings 7. Conclusion 8. Suggestions 9. Limitations ♦ Bibliography ♦ Appendix Format of Questionnaire INTRODUCTION The name diamond is derived from the ancient Greek αδάμας (adámas), "proper", "unalterable", "unbreakable", "untamed", from ἀ- (a-), "un-" + δαμάω (damáō), "I overpower", "I tame". Diamonds are thought to have been first recognized and mined in India, where significant alluvial deposits of the stone could be found many centuries ago along the rivers Penner, Krishna and Godavari. Diamonds have been known in India for at least 3,000 years but most likely 6,000 years. Diamonds have been treasured as gemstones since their use as religious icons in ancient India. Their usage in engraving tools also dates to early human history. The popularity of diamonds has risen since the 19th century because of increased supply, improved cutting and polishing techniques, growth in the world economy, and innovative and successful advertising campaigns.[7] In 1772, Antoine Lavoisier used a lens to concentrate the rays of the sun on a diamond in an atmosphere of oxygen, and showed that the only product of the combustion was carbon dioxide, proving that diamond is composed of carbon. Later in 1797, Smithson Tennant repeated and expanded that experiment. By demonstrating that burning diamond and graphite releases the same amount of gas he established the chemical equivalence of these substances. The most familiar use of diamonds today is as gemstones used for adornment, a use which dates back into antiquity. The dispersion of white light into spectral colors is the primary gemological characteristic of gem diamonds. In the 20th century, experts in gemology have developed methods of grading diamonds and other gemstones based on the characteristics most important to their value as a gem. Four characteristics, known informally as the four Cs, are now commonly used as the basic descriptors of diamonds: these are carat, cut, color, and clarity.[9] A large, flawless diamond is known as a paragon. TANISHQ Tanishq Type Subsidiary of Titan IndustriesLtd Industry Jewellers Founded 1995 Headquarters Hosur, Tamil Nadu Website Tanishq official website Tanishq (Hindi: तिनषक) is a prominent jewellery brand of India. It pioneered the concept of branded jewellery and ornaments in India. It is a division of Titan Industries Limited, a company promoted by the Tata Group, one of India's largest conglomerates. The name Tanishq contains the word "Nishk" (meaning gold coin or necklace in Sanskrit), although the k [1] has been modified into a क q. "Tan" in Sanskrit/Urdu means body and "Ishq" in Urdu means love. Hence "Tanishq" which is becoming popular as an Indian baby name means "embodiment of love". "Tan" in Sanskrit also means to extend or to spread. Hence "to extend love" or "to spread love" are other meanings attributed to the name Tanishq. Overview Tanishq has an exquisite range of gold, gems and diamonds jewellery. It is the largest and fastest growing jewellery brand in India.[citation needed] Tanishq started in 1995 and challenged the established family jeweller system prevalent in India. Tanishq has set up production and sourcing bases with thorough research of the jewellery crafts of India. The Tanishq factory located at Hosur, Tamil Nadu (India) spreads over 135,000 sq ft (12,500 m2) and complies with all labor and environmental standards. Tanishq spread awareness to the public about alleged impurity in Gold jewellery across India. Tanishq introduced innovations like Karatmeter, the only non-destructive means to check the purity of gold and machine made jewellery. - Nakshatra diamond Jewellery Nakshatra Jewellery Industry Gems & Jewellery Founded 2000 Headquarters Available at multiple retail outlets across the country. Products All types of diamond jewellery including rings, necklace sets, earrings, pendants, bangles, bracelets etc. The jewellery is crafted around an unique set of diamond star flowers that signify constellations. Each design is a stylized interpretation of the kodajodi, which is traditionally believed to shower the wearer with blessings and divine luck. Parent Gitanjali Group Website Nakshatra Diamonds Nakshatra Diamond Jewellery is one of the most respected and most preferred jewellery brands in India. Originally launched in 2000 by the Diamond Trading Company (DTC), with the dazzling Aishwarya Rai as its brand ambassador, it was acquired by Gitanjali Group in 2008. Subsequently the then reigning queen of Bolllywood, Katrina Kaif was chosen as the face of the brand. Today, Nakshatra is one of India’s largest and most well known jewellery brands. The jewellery is crafted around an unique set of diamond star flowers that signify constellations. Each design is a stylized interpretation of the kodajodi, which is traditionally believed to shower the wearer with blessings and divine luck. ADVERTISEMENT CONCEPT Advertising is multidimensional. It is a form of mass communication, a powerful marketing tool, a component of economic system, a means of financing the mass media, a social institution, an art form, an instrument of business management, a field of employment and a profession. Advertisement has both forward & backward linkages in the process of satisfaction across the entire spectrum of needs. The explicit function of advertisement is to make the potential audience aware of the existence of the product, service or idea which would help them fulfill their felt needs and spell out the differential benefits in a competitive situation. Advertising is not a panacea that can restore a poor product or rejuvenate a declining market. It only helps in selling through the art and business of persuasive communication. WHY ADVERTISEMENT IS NEEDED? . Advertising is a communication channel which enables consumers in making choice from the best available alternative in the market, thus satisfying the basic aim of advertisement. Advertisement is mass audience communication programme. Advertisement makes it possible for the manufacture to introduce new ideas & new products. Advertisement makes product adoption process smooth. Advertisement expands markets, builds up volume, gives a market share and profitability and reduces prices. IMPORTANCE OF ADVERTISEMENT PLANNING Some basic elements of advertisement planning are: . Advertisement Budget . Media Planning . Creative Strategy . Advertisement Effective ADVERTISEMENT EVALUATION Pre-testing & Post-testing method The testing can be related to the ad copy in terms of its message, idea, theme, slogan & contents or also can be related to products in which impact of message on product awareness or buying intention is measures. Measures can be broadly classified into two categories: . Laboratory measures . Real- world measures The following are the laboratory measures of pre-testing which are ads related: 1. Consumer jury 2. Portfolio tests 3. Readability tests 4. Physiological measures 5. Eye-camera 6. Tachistocope 7. GSR/PDR The following are the laboratory measures of pre-testing which are products related : 1. Theatre tests 2. Trailer tests 3. Laboratory stores The following are the real-world measures of pre-testing which are ads related : 1. Dummy advertising vehicles 2. Inquiry tests 3. On the air tests The following are the real-world measures of post-testing which are ads related : 1.