Exclusive Marketing Strategy of PC Jeweller – With STP Analysis & Campaigns

Updated on: Dec 17, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous article, we learnt in detail about the marketing strategy of a fascinating brand, Tiffany & Co. In this article, we are going to elaborate on the marketing strategy of PC Jeweller – India’s leading fine jewellery discovery platform focusing on giving customers an awesome jewellery buying experience.

The main aim is to help you understand the observation of PC Jeweller’s life story of becoming one of the most recognized and respected brands in India.

Marketing is an essential chunk of any company that can either master it or create a  disaster. As now and then users around the world are going digital, marketing is more like a backbone of an organization. Check out Karan Shah, the CEO and founder of IIDE’s Free Masterclass on Digital Marketing if you’re interested in modern digital marketing.

We will go through the entire marketing strategy of PC Jeweller in this blog. Before we begin, let us start by understanding the company’s story, target audience and digital presence.

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About PC Jeweller – 

marketing strtaegy of pc jeweller - pc jeweller logo

Source – VHV.RS

PC Jeweller is based in New Delhi, India, PC Jeweller Limited is a jeweller company. With one showroom in Delhi’s Karol Bagh and 84 showrooms throughout India, it began operations in April 2005. PC Jeweller was founded by Padam Chand Gupta.

Padam Chand Gupta and Balram Garg, two brothers, are first-generation business owners. Currently, it operates 84 outlets in 19 states and almost 70 cities. Balram Garg is the managing director of PC Jeweller.

In India, PC Jeweller manufactures, exports, wholesales, and retails gold and diamond jewellery. The company’s business strategy entails setting up large-format freestanding storefronts along busy thoroughfares. Only certified diamond jewellery and hall-marked jewellery are offered for sale by the PC Jeweller.

The top fine jewellery discovery portal in India is PC Jeweller, which focuses on providing amazing jewellery shopping experiences. PC Jeweller strives to provide the largest collection of curated designs for every occasion. PC Jewellers are not just selling jewellery, but an unparalleled jewellery buying experience at individuals’ fingertips!

The company’s board of directors launched a share buyback programme to stop the decline of its shares in the market but later changed their minds, causing its stockholders to lose a significant amount of money. As of 2019, the company’s total revenue was ₹20.59 billion (US$260 million).

 Quick Stats 

CEO Balram Garg
CMO Mohet Kumar
Area Served India
Industry Jewellery
Market Revenue US$270 million
Vision Shining bright with a young team focused on innovation, customer happiness and transparency
Tagline Jeweller For Generation


Marketing Strategy of PC Jeweller –

Let’s dive straight into the extraordinary Marketing Strategy of PC Jeweller! How PC Jeweller does its marketing in its way.

Segmentation, Targeting and Positioning 

PC Jeweller has mainly segmented the market among Women who love fashionable designs and woman who loves contemporary designs. Their work of art is truly astonishing and how well they know about their customers.

The Target audience of PC jewellers is mainly focused on Women. It is a natural thing that most woman has some sort of closeness towards jewellery. The PC Jewellers exactly knew whom to target. The target audience of PC jewellers is mainly middle and upper-middle-income working women.

The PC jeweller has made its positioning in the market by providing customers with  Traditional, contemporary and combinational designs. When it comes to jewellery you exactly need to know what a buyer needs and desires.

Marketing Campaigns

marketing strategy of pc jeweller - marketing campaign

To increase its national visibility and consumer trust in the market, the large PC jeweller hired the celebrity pair Akshay Kumar and Twinkle Khanna as their brand ambassadors last month. The corporation has set up Rs 100 crore for all of its marketing initiatives.

Beginning on October 12 2017, the couple was featured in a television commercial. It displays the couples’ love and relationship, which is further strengthened by the jewellery gifts they give to one another.

In the 2016–17 fiscal year, PC Jewellers reported a consolidated net profit of Rs. 421.01 crores and a Rs. 8,576.8 crore revenue.

marketing strategy of pc jeweller - marketing campaign

At a gathering, as two couples introduce themselves to one another, one of the women observes the other woman’s earrings, expresses her appreciation, and then shows them to her husband. The movie then closes with a display of diamond earrings and a closing line. ‘Naye zamaane ke heere’.

On October 2, 2014, Naye Zamane Ke Heere, a campaign for PC Jeweller, debuted on television. Yes, jewellery adds to the beauty of a woman, but a woman too lends her own grace to an ornament. With PC Jeweller they have taken a brave new stand by talking about the woman rather than the ornaments.

marketing strategy of pc jeweller - marketing campaign

PC Jeweller is celebrating Dhanteras by offering discounts of up to 30% on diamond jewellery and on newspaper advertising fees for gold jewellery.

This advertisement was published in the Times of India newspaper in Delhi. The advertisement was released on December 11, 2020. PC Jeweller is celebrating Dhanteras by offering discounts of up to 30% on diamond jewellery and on charges for gold jewellery. Ad is only one of the many imaginative print advertisements from the Advert Gallery that were featured in Delhi’s several newspapers.

Along with the PC Jeweller Celebrate This Dhanteras With PCJ Upto 30% Off On Diamond Jewelry and On Making Charges Of Gold Jewellery Ad, there were numerous additional print adverts published in the Times of India Delhi Newspaper on various pages on November 12, 2020.

Social Media Marketing 

  • Facebook 2,313,136 followers
  • Instagram 181,000 followers
  • Twitter7,000 followers

These are the social media channels where PC Jewellers are most frequently engaged. Approximately 2,313,136 people follow PC Jeweller on Facebook, followed by 180k people on Instagram, and last but not least, 7k people on Twitter.PC Jewellers are mostly active and followed on Facebook and Instagram. 

Along with a few posts about the introduction of a new product, the posts primarily contain promotional and educational or informational content.

SEO Strategies

marketing strtaegy of pc jeweller - ubersuggest seo screenshot

Source – UberSuggest 

SEO rankings state that having fewer than 500 keywords is awful, having more than 1000 keywords is fine, and having more than 10,000 keywords is exceptional. As we can see pcjeweller.com has 99,774 organic keywords which are outstanding. This indicates that PC Jeweller’s digital marketing is getting a lot of insight.

Additionally, the average monthly traffic is estimated to be around 4.5M which is just mind-blowing. The SEO game of PC Jeweller is insane and hence we can conclude that PC Jeweller is crushing its SEO Strategies and keeping the brand up to date in Google Organic SERP results.

Influencer Marketing

There isn’t much PC Jeweller has done in terms of influencer marketing. They had previously partnered with Bollywood megastar Akshay Kumar and his wife Twinkle Khanna, who served as the brand ambassador and starred in a TV ad. Bollywood actress Kriti Kharbanda was named PC Jeweller’s new brand ambassador in the year 2018.

E-commerce Strategies

When discussing e-commerce techniques, PC Jeweller has a dedicated website where they sell their goods along with promotions and discounts. They offer a wide selection of products through their websites, including products based on gold and silver, as well as products based on gender, price range, and other factors.

Mobile Apps

Unfortunately, neither an iOS nor an Android mobile app is available for PC Jeweller. In this case, PC Jeweller is losing a significant opportunity to use mobile apps to increase its market and sales. Its rival business, Kalyan Jewellers, has a mobile application that greatly facilitates client shopping and boosts sales.

Content Marketing Strategies

Social media is where PC Jeweller is most engaged. The post’s content relates to the company’s recent product introduction or awareness campaigns, for example. They regularly publish information on Facebook or Instagram, but they are not very active on Twitter. Additionally, they provide press releases via news channels regarding their new branches, market prices, etc.

This brings us to the end of the marketing strategy of PC Jeweller.

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What’s unique about the marketing strategy of PC Jeweller?

PC Jeweller has established a solid name not just in one state but across the entire country. It’s a big thing to have grown from having one store in New Delhi to have approximately 70+ outlets.

When it comes to the marketing strategy of PC Jeweller it is outstanding. This tactic didn’t make PC Jeweller an overnight success story; instead, it took a lot of time, dedication, hard work and effort.

Over several years, PC Jeweller has seen significant improvements in terms of quality, client satisfaction, and loyalty. Millions of views and purchases are being generated for them just online thanks to their marketing techniques.

This shows how integral digital marketing has become in today’s business world. If you wish to learn this trending and in-demand skill of digital marketing then Online Digital Marketing Program and Post-Graduation program are the best options you can opt for.

If you like such in-depth analyses of companies, find more such insightful case studies on our IIDE Knowledge portal.

Thank you for reading this article on the marketing strategy of PC Jeweller, and please feel free to comment below with your opinions on this case study.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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