DAMAS MARKETING PLAN

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INTRODUCED BY MARY NESEEM

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Situation analysis Introduction Recommendation Introduction Mission and Vision

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Within a few years, people were running into others who had the same piece of jewellery. This element of commonality fuelled demand for artistic jewellery that was in low production and unique, not something that you would see very often. Customers are using similar pieces of jewellery as a way of creating distinction from the common population, a way to stand out. This desire is part of a broader desire to be different. The artistic jewellery segment of the larger jewellery industry is growing at a healthy 9%. This growth can be attributed to the value that people place on having distinctive, unique pieces of jewellery. Another factor that is supporting the growth is the blending of art and jewellery. Traditionally jewellery was ornate pieces made out of precious metals. The nice pieces were a symbol of wealth or status. As long as the piece was made out of a precious metal, there was value attributed to the piece just by virtue of what it was made out of, regardless of the creativity of the actual piece. The younger population that recognizes the aesthetic value of art work is now demanding jewellery to have artistic elements. In essence it is art that you wear. These trends are helping the industry grow. Introduction Market Growth

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We at Damas strive to be a leading multinational in the jewellery and fashion industry and a house to international brands . Our aim is to delight customers by offering luxury wrapped in trust with the help of a team of dedicated professionals. We are committed to the society we serve.

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DAMAS is providing its customers with the following benefits: Selection : A wide range of jewellery styles, creations, and anodizing schemes such as farfasha , fulla , Gili , hayati , Diwali, boudoir, and fairouz , additionally it is the house of international jewellery brands as ROBERTO COIN, BRUNI, PASPALEY, CO, GRAFF, MIKIMOTO, TIFFANY . Accessibility : DAMAS sells direct to the consumer, through a network of jewellery galleries, and at art fairs and shows, and also through DAMAS website . Customer service : The customer will be impressed with the level of attention and service that they receive. This level of service occurs during all transactions with DAMAS designs from answering questions, to order taking, to warranty repairs . Competitive pricing : The pricing structure provides the consumer with a good value for unique jewellery and the craftsmen with a fair profit .

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SWOT analysis Competitor analysis Target markets Introduction Situation analysis recommendation

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W O T Internal Factors Strengths Unique designs and construction methods. Strong relationships with suppliers and loyal customers. The flexibility to provide custom pieces. High quality level of products , precision of detail reflect our know-how. It is at the city center. Its position is better than competitors DAMAS gave their customer the chance to create their own pieces of art, through (mydamas.com) Service “Same DAMAS products but with the selection of finest material combined with experience craftsmanship which make it special for each and every customer”. DAMAS offers more variations, 50 international brands beside their own creations which gave them trusted reputation in the market as they are considered the house of international brands.

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S O T Internal Factors Weakness A large portion of target market in Egypt unaware of DAMAS’S different lines such as Diamonds and Watches. Most of our products are colored which might not be convenient to certain type of customer’s state who prefer more simplicity.

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S W T External Business Environment Opportunities The artistic jewellery segment of the larger jewellery industry is growing at a healthy 9%. There is a need in tourist cities like HURGADA, North Coast and MARSA ALAM to have such a type of tailored luxurious gold The younger population in Egypt recognizes the aesthetic value of art work is now demanding jewellery to have artistic elements. In essence it is art that you wear. These trends are helping the industry grow.

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S W External Business Environment Threats Last studies stated that there was 28% reduction on gold demand in comparison with previous years. Influence of current economic crisis and the economy recession which causes reduction of individuals income. Growing up of competitors like L’azurde which consider one of the strongest competitors in the market. A decrease of availability of raw materials due to demand from other industries “artistic copycats that enter the market”. O

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Competitor Analysis Poor(1),Below average(2),Above average(3),Superior(4 )

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Age Men and women from 36 to 45 years. Men and women from 46 to 55 years. Income Upper Middle Class (15000 – 50000 EGP) High Class (Above 50000 EGP) Social class Upper class(A): Ceo's , politicians, businessmen, White collar professionals, graduate degrees, income earners, Billionaires. Middle class(B):Semi-professionals, Bachelor degrees, some college ,Clerical, service and blue collar. Life style Consumers who care about complements and gifts for each occasion. Consumers who would like to own unique, luxurious and distinctive products Consumers who cares about fashion and modern jewelry designs. Brand loyalty Consumers who has brand loyalty and those who hasn't . Damas will be focusing on the end consumer, will be interacting via his website as well as through personal contact at exhibitions/shows. At these events a long-term relationship will be entered into so that the shops become a retail distribution channel for Damas. Target Markets

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Promotion Damas new ads. In Facebook Distribute Flyer in Friday Al-Ahram Newspaper, Flyer in Saturday Akhabar ElYom Newspapers . Sponsorships for JEM Exhibition Announcement in Billboards, Banners, Saucette in new compounds like Madinaty ,El Rehab, Lake View . Distribution Opening our new store in Alex, Hurgada and Mrsa Alam Price Price discounting on last year collection Gift Vouchers Loyalty reward programs Recommendation