Gravity

The Product- A Ring made out of Volcanic Lava Rocks.
Name of the product- ‘Gravity’
3 Line Extensions- Gravity-‘Angel, Imperial & Majestic’
Source City- Java
Destination City- New York

Manufacturing Process:-

Gravity, is a ring made of volcanic igneous Rocks. The USP of the ring is its Stone embedded in the crown of the ring.

Volcanic Rings are the purest form of molten metal. As soon as the molten lava cools down, it solidifies into Black coloured igneous rock.

This Black coloured igneous rock, when polished and cut, forms into a vibrant looking stone.

SEGMENTING

Behavioural Segmentation- The target audience would be segmented according to their
Behaviour pattern. The people who want to distinguish themselves from other people would prefer to buy this ring.

Demographic Segmentation- The targeted people would be segmented according to their age. The people would be segmented as follows:
Age group- 15-18, 19-22, 23-25

POSITIONING

As the ring is made up of pure Volcanic Igneous Rocks, therefore, it will be positioned in such a manner that it depicts a person’s pure Love to his/her loved one.

TARGETING

The ring will be targeted to people in age group of 15 to 25.This age group is mainly open to new ideas and prefer to gift something really different to their loved ones which will create a style statement. Since our Ring is different from any other rings as such we are targeting this age group.







The Target group will be as follows:-

Age Group Ring


15-18 Gravity- Angel
- A silver ring with stone embedded in the crown

19-22 Gravity- Imperial
- A white Gold ring with stone embedded in the crown

23-25 Gravity- Majestic
- A platinum ring with stone embedded in the crown


PRICING

Ring Price

Gravity-Angel $ 150. This silver ring is priced in such a manner that
teenagers of the age group 15-18 can purchase
the ring with their monthly or weekly income
which they earn as an add-on income.

Gravity- Imperial $250. This white gold ring will be purchased by the
people in the age group of 19-22. The people
who have earned enough to give a White Gold
ring to their loved ones would be the targeted
audience.

Gravity- Majestic $400. This Platinum ring would be targeted to people
who do not like the contemporary metals and
gems such as Yellow Metal and Diamond. Many
people, especially in the age group of 23-25
would prefer to purchase this ring to distinguish
themselves from others.