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Branding Strategies for Diamonds

This document contains two questions from a fundamentals of marketing assignment. The first question asks about the product life cycle stage of LCD televisions and broadband internet services in the Indian market, and to suggest appropriate promotion and distribution strategies. The second question provides a case study about Hearts on Fire, a diamond wholesaler that created a branded diamond. It asks why a customer would be interested in a branded diamond, and to evaluate the brand name "Hearts on Fire." It also asks to suggest a marketing program to promote the Hearts on Fire diamond brand.

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Kumar Aditya
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14 views1 page

Branding Strategies for Diamonds

This document contains two questions from a fundamentals of marketing assignment. The first question asks about the product life cycle stage of LCD televisions and broadband internet services in the Indian market, and to suggest appropriate promotion and distribution strategies. The second question provides a case study about Hearts on Fire, a diamond wholesaler that created a branded diamond. It asks why a customer would be interested in a branded diamond, and to evaluate the brand name "Hearts on Fire." It also asks to suggest a marketing program to promote the Hearts on Fire diamond brand.

Uploaded by

Kumar Aditya
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Assignment – Fundamentals of Marketing

Q.1 What, in your view, is the PLC stage in respect of the following products in Indian
market? Based on your answer, suggest appropriate promotion and distribution strategies for
the following: (5 marks)
(i) LCD Televisions
(ii) Broadband services of Internet service providers.

Q.2 Read the case given below and answer the questions given at the end of the case - Hearts
On Fire: Branding of Diamonds (5 marks)

How can a gem company convince customers that its diamonds are a cut above the rest?
Increasingly the answer is branding. People are often very particular about the brands of
shampoo or soap they buy but when they shop for a diamond, they probably don't have a
specific brand in mind. Although an individual may have done some homework regarding the
" Four Cs" of diamond value (Carat weight, colour, clarity and cut), she is unlikely to walk
into a jewellery store and ask for a diamond by name - unless she wants a Hearts on Fire.
Surat - based diamonds wholesaler Hearts on Fire, has put major marketing power behind its
Heart on Fire brand name diamond. Complete with a logo and marketing plan, The Hearts on
Fire diamond is cut and designed to give the extra sparkle that inspired the brand's slogan:
"The difference is perfection. It's a difference you can see." The owner of Hearts on Fire,
went into the diamond wholesaling business in 1980 but it wasn't until 20 years later that he
decided to boost his profit margin by creating a branded diamond backed by a full - fledged
marketing campaign.

Questions:

(a) Why would a customer have an interest in a branded diamond? Evaluate the phrase "
Hearts on Fire " as a brand name.
(b) Suggest a marketing programme to promote the brand Hearts on Fire diamonds.

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