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Jewellery Markets and Merchandising (Theory) [1]

Paper Code: 
JWD 231
Credits: 
2
Contact Hours: 
60.00
Max. Marks: 
100.00
12.00
Unit I: 
• Main features of Jewellery of major international markets
  • Main features of Jewellery of major international markets
    • Italy
    • Germany
    • France
    • USA
    • Japan
    • Dubai

 

12.00
Unit II: 
• Main features of Jewellery in Indian market
  • Main features of Jewellery in Indian market
    • Rajasthan
    • Gujrat
    • North Kashmir
    • Bengal
    • Madras
    • maharastra
  • Traditional Jewellery
    • Definition/ meaning
    • Filigree
  • Kundan Meena
    • Kundan jewellery –
      • Concept & Basic Manufacturing Process
    • Enameling –
      •  Meaning Composition & Process of Enameling

 

 

12.00
Unit III: 
• Merchandising
  • Merchandising
    • Concept of  Merchandising
  • Marketing of Jewellery
    • Meaning & 7P’s Of Marketing
      • Product
      • Price
      • Promotion
      • Place
      • Packaging
      • People
      • Positioning
  • Sales Promotion
  • Tips  How to Increase Sales                                                                             
  • Publicity

 

12.00
Unit IV: 
• Brand Management
  • Brand Management
    • Importance Of  Brand
    • Types Of Brand
    • Brand Positioning
    • Building Brand personality
    • Strengthening online identity
  • Brand Equity
  • Brand Loyalty
  • Branded jewellery
  • Non Branded Jewellery

 

12.00
Unit V: 
Advertisement

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  • Importance Of  Advertisement
  • Types Of Advertisement
  • Points To Keep In Mind for Prefect Jewellery Collection                            
  • Advantages of Jewellery Exhibitions & Trade Fairs
  • celebrity Endorsement       

 

 

References: 
  1. Jewellery Concepts and Technology by Oppi Untracht.
  2. BertoZri
  3. Cartier
  4. 3d design
  5. Diamond Grading
  6. WHY WE BUY - PACO UNDERHILL
  7. ENGINEERINGDRAWING N. D. Bhatt and V. M. Panchal

 

 

Academic Year: 
2019-2020 [2]

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Source URL: https://www.jewellery.iisuniv.ac.in/courses/subjects/jewellery-markets-and-merchandising-theory-0

Links:
[1] https://www.jewellery.iisuniv.ac.in/courses/subjects/jewellery-markets-and-merchandising-theory-0
[2] https://www.jewellery.iisuniv.ac.in/academic-year/2019-2020