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Advancement in Rural Marketing
Goldplus is actually a mass marketplace Jewellery Brand, present in tier 2 and tier several towns just. The cycle has twenty two stores operating and is broadening rapidly. Typically, Family jewelers have centered jewellery marketplace in semi-urban/rural India. The degree of acquaintance, relationship and so known as " trustвЂќ have been playing vital part in selling precious metal. The fact is that the purity level in these marketplaces is very poor.
The Task was going to create awareness and inform customers about gold and purity requirements. It was difficult to achieve this through Mass Media due to reach, cost involved and literacy amounts. With the restriction in mind the team decided to have got a systematic procedure and extensive on surface activities to educate the people on rare metal and create awareness within the availability of facilities like Karatmeter in Goldplus stores.
Why do you think this is innovative with respect to domain/industry
Classic jewelers had been using the manual touch rock method to check the purity of gold. But the reliability of the method is suprisingly low as the prediction may differ based on the person's experience. Also the customer struggles to comprehend the process. Using the ignorance of people, the jewelers want to continue with this method.
Press penetration is restricted in country due to poor literacy amounts. The desired understanding levels could hardly be achieved through these standard medias.
The team decided to take a different and even more economical path to achieve the prospective. A conscious call was taken to teach the customers. Also a target was taken that each store will reach out to 3 Lk people in a time span of 1 season. The project is named вЂ“ 300*1000 project.
No one in the industry has made work to educate persons on precious metal. Also however the procedures are not clear. Goldplus chose to own the education program and bring visibility in the business. Platinum plus adopted a new impressive method to produce purity understanding in non-urban arena. GoldPlus has been employing karat inmiscuirse to demonstrate the information of precious metal purity in their's ornaments. We traveled to the extent of taking the entire " Karatmeter ExperienceвЂќ to the doorsteps of rural homes.
Describe the creativity
Project 300*1000 has several components вЂ“
1 . Glowing chariot (calledвЂќThanga rathamвЂќ in Tamil) may be the bus furnished with karat meter, ultrasonic (cleaning m/c) machine, polishing machine, printed educational brouchers. The vehicle is also packed with an FLAT SCREEN and a screen. The car travels through villages, welcoming people to look into the purity of gold and clean in the event required totally free of change. Likewise at the end of day your vehicle shows videos which inform people about Gold and purity. This kind of bus is accompanied with a branded maruthi van. This maruthi van along with the goldplus promoters is going to goes to particular location ahead of bus timetable and connect about the arrival of Golden chariot through community cable, leaflets and noisy speaker. Persons from that area and close to villages can check the purity of their Jewellery, clean the Jewellery and acquire communication about gold production, Do's and don'ts of jewellery and how to take care of the of the jewelry. Also, lot of games and quiz plan with prizes has been executed for the individuals. The entire encounter also has a few entertainment in the form of songs videos screened. The bus has traveled to two distts of TN and has covered over 600 Villages. 2 more Chariots - a single for Andhra Pradesh and one more pertaining to TN will be in the canal. 2 . Wedding Tracking вЂ“ A group collects info on people who find themselves getting married/ planning to marry and strategy them with a great gift, sweet package, wedding catalog and a great invite towards the store. Post the go to of consumer to the retail outlet, the store team ensures that they attend the wedding ceremony and give an exclusive gift to the newly get married to. Also a particular banner is definitely put intended for wishing the newly wed. 3. Countryside Tracking вЂ“ Every shop has a...