Marketing Strategies on the Indian Gold Ornament Market: An Empirical Apporach

India has emerged as a reputed nerve centre for gold business in recent years. The fact is that gold an unavoidable aspect of Indians’ rituals and customs and that it is also regarded as a solid asset one can fall back upon in times of a financial crisis is amply crystallized from this study. In this situation jewellery retailers are using their own unique marketing strategies to entice the mind of consumers.

Marketing deals with the activities that direct the flow of goods and services from producer to ultimate consumers. A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Marketing strategies may differ depending on the unique situation of the individual business. An effective strategy is the unique formula for success that forms the foundation of a business plan as well as of governing daily operations.