Overview
The client wanted to introduce their own brand of diamond jewellery in the Indian market but they were apprehensive about the launch.
category
client
Kisna Diamond Jewellery
start
2004
Completion
Ongoing
Brand
Kisna
Kisna Diamond Jewellery: A Case Study
Introduction to Kisna Diamond Jewellery
Kisna is a diamond jewellery brand offering an extensive selection of diamond jewellery suitable for various occasions. Established in 2005, the brand has successfully broadened its reach to over 3500 retail touchpoints. Having a name inspired from one of the most revered Gods in Hindu mythology, they are committed to upholding the highest standards of transparency, integrity and ethical business practices all every level of their operations.
The Challenge
In the year 2005, the Dholakia brothers from Surat approached Samsika® to launch their own brand of diamond jewellery in the Indian market. They were cautious and had held several assumptions about launching the Brand.
The Solution
Samsika® devised the following strategies and launched Kisna VVS Real Diamond Jewellery on 24th July 2005.
Samsika® Brand Positioning
Samsika® recommended the Brand Positioning Statement, Jagao Vishwas Pyar Ka, Paao Vishwas Parivar Ka for Kisna.
Samsika® Pricing Strategy
Through Samsika® Pricing Strategy, a universal pricing strategy was been adopted across the country for Kisna VVS Diamond Jewellery Brand, that is, the brand would be sold at MRP.
Product Portfolio Strategy
A product portfolio strategy was put in place. Samsika® recommended having a narrow product portfolio and a wide distribution.
Marketing Department and Sales Force Structure
Samsika® implemented a Marketing Department and Sales Force Structure strategy that resulted in growing the employees’ strength from 0 to 130 over the years.
Distribution Strategy
There was an awakening amongst consumers with the Kisna Brand being available in over 3000 outlets through Samsika® recommended Distribution Strategy. Credit and consignment-oriented business was eliminated. It was intimated that all distributors would have to pay in advance.
Samsika® Sales Systems
Samsika® sales systems were put in place for monitoring sales and for increasing the sales pace.
Samsika® Sales Force Training
Samsika® sales force training was imparted to the entire sales force of Kisna. As a result, Kisna has a highly dedicated and motivated sales force which bring in crores of rupees in sales every month.
The Result
Samsika® helped Kisna in increasing their workforce from 0 to 130, enabling them to extend their presence to more than 3000 outlets, which made their brand launch a huge success. Their strategy to maintain a focused product portfolio while establishing an extensive distribution network led to significant sales growth. The Samsika to Sales Ratio achieved was remarkable, which was for every ₹ 1 spent at Samsika®, Kisna earned ₹ 55.
Testimonial
“To be successful Mr. Kapoor of Samsika® insists on working with full dedication, regularly and 100%. Samsika® systems worked wonders for the brand Kisna and is continuing to grow. I do not have to convince anyone to take up the services of Samsika® because with the accurate and systematic implementation of the Samsika® strategies and systems, Kisna has been able to achieve a healthy brand trials growth, brand repeats growth, brand market share growth and brand sales growth.”
About Samsika® Marketing Consultants
Founded in 1995, Samsika is India’s first integrated brand and marketing consulting firm. Over the last 30 years, we have built 1000 Indian brands across the world, and international Brands in India. A unique India-first approach since inception has guided our tailor-made strategy and practice areas for clients across industries. We have been making authentic Brands in India before #MakeInIndia became a national mission. Reach out to us to build a global Indian brand, or bring a global brand to India.
Contact Samsika® Marketing Consultants
Email: marketing@samsika.com
Phone: +91 8291100591