BeWL Heft 17 - Departement BWL - Universität Bern

Country-wise Jewellery AnalysisHere in the graph below, we get to see manycoloured bands – blue for high number of votes,green for mixed verdict, orange and red for fairingpoor.Of the three top well perceived countries – France,Italy and India – Italy is ahead of India in terms of«the best» category, France is the second best andIndia is third. India scores high in categories liketraditional, relevant market, rich heritage, upcoming,unique and vibrant.«The good point is that India is nowhere judged asreally weak on any of these 18 criteria. Overall, itis a robust judgement. China ‹is in the red› when itcomes to unique, prestigious, premium», observedCasanova. «Hong Kong is a very strong competitorto India’s third position, but is perceived weak interms of being unique and having a rich heritage.»In a swot analysis of the jewellery segment, India issecond in upcoming; third in vibrant, unique, richheritage, and relevant market, traditional, and thirdin the overall best ranking. Italy is leading in ninevalues, France leads in values such as exclusive,premium, prestigious, traditional, and richheritage.«Although India has not received any red marking,it has been rated 8th and 9th country for premiumand exclusive attributes. That means India needs tomove up the value chain to justify a price premium»,remarked Casanova. «These are the areas whereIndia has to scale up. The world has high expectationsfrom India, and it is judged to have had agreat past, and a promising future. But the presentoutlook can for sure be strengthened.»Any country that wants to move up in the valuechain has to be first seen as reliable. «Especiallythe manufactures, who exhibit at the internationalfairs», said Casanova. «If they don’t convince theopinion leaders in the industry about their quality,how will they be able to influence the end consumersin a positive way?», he asked.«India is seen as an upcoming and relevant market.Italy and India are on equal footing in the traditionaltrait. My recommendations would be to build onthe strong connection India has in rich heritage andtradition, vibrant and premium, by educating therelevant stakeholder groups. India has to tell theworld about its traditions, because it seems thatthis story has not been perceived the way it ideallyshould», remarked Casanova.Country perception Ranking – Jewellery (All = 463)BrazilChinaFranceHong KongIndiaItalyJapanMalaysiaLebanonRussiaThailandTurkeyUAE/ DubaiUKUSAPoint of ReferencePositioning (image)Positioning (product)Quality GuaranteeManufacturer ReferenceThe BestVibrantTrendsetterUniqueUp comingExclusiveOutstandingLeadingUp to the marketRich HeritageCreativePrestigiousPremiumRelevant marketTraditionalInfluentialReliable10 85 69731110111110912121115121541411044465109152 32 42 52 98 42 42 62 52 31 102 61 41 37 21 63 2 57 2 44 13 18 13 179 16 16 15 13 23 16 28 25 53 26 16 113146611812889391091175141314151014131313151413131414111215151512141513141313141314151214145 1110 109 114 125 66 133 118 129 124 1412 76 155 114 129 98 1211 10121213912121315151013111513715136 9 67 8 812 7 35 8 98 15 133 7 59 8 510 7 310 7 67 5 89 11 78 3 53 6 78 10 312 4 810 9 39 3 8All (N=100%) Worst BestTM Branding­Institute CMR AG32BeWL 16/2011 Forschung