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1. A Marketing Campaign for GIVA An Integrated Marketing Communication (IMC) Plan Presented by: Arunjay Mishra Date: 8 September 2025

2. Industry & Company Overview Industry Trends: • Growth rate: Fast-growing silver & fashion jewelry market. • Major players: Bluestone, CaratLane, Melorra, Tanishq. • External factors: E-commerce, influencer-driven marketing, urban youth demand. About GIVA: • Founded in 2019 for minimalist, affordable fine jewelry. • Products: Sterling silver, gold, lab-grown diamonds. • Target Market: Urban millennials (20–35). • Financial Health: Growing digital-first startup.

3. The Brand GIVA Brand Identity: • History: From niche startup to digital lifestyle brand. • Target Market: - Demographics: Urban professionals/students, 20–35 yrs. - Psychographics: Affordable luxury seekers, social media active. - Behavior: Self-purchasers & gift-givers.

4. Competition Direct Competitors: • Bluestone, CaratLane, Melorra. Indirect Competitors: • Fashion/costume jewelry brands. • Traditional jewelers expanding into lightweight jewelry.

5. Brand Positioning GIVA’s Positioning: • POP: Quality, trendy designs, online presence. • POD: Sterling silver focus, affordability, everyday wear. • Differentiation: Affordable luxury with minimalist modern vibe. Competitor Positioning: • CaratLane – Everyday diamonds. • Bluestone – Wedding/occasion jewelry. • Melorra – Trendy daily fashion jewelry.

6. Marketing Strategy & Performance Current Strategy: • Digital-first approach, influencer collaborations, social media engagement. Performance Metrics: • Sales & Market Share: Growing fast among urban millennials. • Strategic Shifts: New designs, affordability focus, omnichannel presence.

7. SWOT Analysis Strengths: • Strong youth connect, sterling silver niche, online-first. Weaknesses: • Limited offline presence, new brand. Opportunities: • Daily wear jewelry demand, influencer tie-ups, expansion. Threats: • Intense competition, counterfeits, shifting consumer spending.

8. Marketing Objective Objective: • Increase brand awareness & market share in 2025. Campaign Goal: • Achieve +15% market share this fiscal year. Success Metrics: • Sales growth, website traffic, app downloads, DAU.

9. Proposed IMC Campaign – Strategy & Message Campaign Title: “GIVA: Your Everyday Shine” Core Message: • Jewelry as an everyday essential – affordable luxury for modern women. Key Pillars: • Authenticity – Customer stories. • Versatility – Style for all occasions. • Accessibility – Premium jewelry at fair prices.

10. Proposed IMC Campaign – Media & Execution Digital Channels: • Instagram, TikTok, Pinterest. • Micro-influencers. • Google & social ads. Offline Channels: • Pop-up stores in urban malls. • Fashion magazine collaborations. Creative Execution: • Tagline: “Your Everyday Shine.” • Bright, minimalist aesthetics. • Content: Styling tips, BTS, UGC.

11. Campaign Measurement & Conclusion Measurement Metrics: • Quantitative: Sales, market share, traffic, installs, engagement. • Qualitative: Brand sentiment, customer feedback, influencer ROI. Conclusion: • IMC plan reinforces GIVA as daily wear jewelry leader. • Multi-channel approach = growth in awareness, sales & dominance.

12. Thank You! Questions & Answers