Presented by-APURBA KUMAR NASKAR

MADHURI DASSOURAV PRAMANIK

Tanishq is India's largest, most desirable and fastest growing jewelry brand in India.

Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the TATA group.

Titan's jewellery business had reported a turnover of Rs 7,064 crore for 2011-12.

Tanishq has set up production and sourcing bases with through research of the jewelry crafts of India.

Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment.

INTRODUCTION

VISION:To be a world-class, innovative, progressive organization and to build India’s most desirable jewelry.The Training and Education provider and coordinator forRecognised and respected as an organisation for excellence and trusted leadership of the Jewellery Industry. Financial Independent. Retail SkillsEthics and Industry conduct for the Jewellery Industry

Vision & Mission

MISSION: Total customer orientation

Employee appreciation Performance culture and teamwork

Creativity and Innovation Passion for excellence Corporate Citizenship

ProductProduct variety• Plain gold jewelry, studded gold jewelry, Platinum

jewelry, silverware-product range and solitaires.• 22K, 18K and 9K pure gold ear rings, bangles,

chains, rings, nose pins etc.

Quality• 1st & the only jeweller-guarentees at the store• Claim and deliver quality• Built trust based on the same• Gold meters- check gold purity• Established as ethical player in the market• Differentiating factor –experience & quality in store

Design• Frequent new and unique collections to cater

to variety seeking customers• Full fledged design studio and largest design

team in the country • Each piece is designed by team of award

winning designers• Adjudged the most admired jewelry brand in

2004• Breath taking jewelry- contemporary with

traditional touch

Pricing

• Products starting from Rs 600 …• Valentines day collections from Rs 2000 …• Attractive offers –up to 25% off• All day Diamonds from Rs 1960 …

Promotion Mix

• Advertising : Through print media, social media and television

Emotional Appeal

Concept stores – “Revitalizer of Tradition”

Segmentation & Postioning

• Niche Marketing • Positioned – international brand for Indian elite• Since 1997: Mass marketing

Geographical segmentation Satisfy tastes of all regions Ethnic designs Transpose designs-Bengali in Delhi ….• Psychographic segmentation Lifestyle – Working women

REPOSITIONING

• Same product and target market• Change in image of product• Product Repositioning :• Product – modified to make it more acceptable to its target

segment to serve the customer needs effectively

Class Consumer ProfileProduct

Preference

Company Preference

HighInherited

Income/Professionals/Business/ exceptional ability

Branded Designer Jewellery and Diamond

studded jewellery

Tanishq and Geetanjali

Upper Middle

Professionals/Business/career oriented/Executives

Branded jewellery Tanishq

Middle White Collar, EducatedUnbranded jewellery as

well as high quality Artificial jewellery

Local Shops like PP jewellers

Sia Jewellers for Artificial jewellery

Lower Middle

Blue Collar, Skilled Artificial JewelleryNo company preference

Lower Semi Skilled No Need -

TARGET MARKET

MARKET STRUCTURE

Mass

Premium

Popular

• Design and retail innovation have been the hallmark of Tanishq all these years.

• First and only jeweler who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and colored gems in writing.

PROMISE OF PURITY AND A

UNIQUE EXPERIENCE

• It has established itself as a highly ethical player in a market that was rated as having the highest incidence of under karatage (Bureau of Indian Standards).

• They even have gold meters where one can check the purity of gold.

Trust

BRAND POSITIONING

• Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. It moves jewellery beyond investment to the fashion and adornment sector.

Luxury

• In order to compete with the regional players, Tanishq introduced the concept of “consistency in delivering promise”.

• Tanishq is known for its ability to develop specialized design collections.

• It is the only jeweler that houses a full-fledged design studio with a team of several international award winning Indian designers.

Superior Product

BRAND POSITIONING

MARKETING MIX :PRODUCT

• PRODUCT VARIETY:

Based on Tangibility

• Tanishq Diamond• Tanishq Gold• Tanishq Platinum

Based on Experience/Occasion

• Tanishq wedding collection• Moham• Fashion• Colors of royalty

Brand Ambassadors

Sales Promotion

• Strong backing of the Titan Industries of the Tata Group and TN Govt.

• Standard gold pricing• Award winning designs • Competitive prices• Caters to all market segments with sub-brands• Has its presence in over 83 Indian cities

SWOT AnalysisStrengths

Opportunities

• Expanding to global markets• 99% of potential Indian gold market

Weakness• Negative perception – Brand was only for

the rich• Strong labor union

Threats

• Competition from traditional jewelers• Increasing gold price affecting the low end

customers

Thank You