IMC -Tanishq

INTEGRATED MARKETING COMMUNICATION

PRAXIS BUSINESS SCHOOL

THE ROLE OF MARKETING COMMUNICATION IN THE EVOLUTION AND POSITIONING OF TANISHQ

A Report submitted to

Prof. Debi Prasad Ghosh

In partial fulfilment of the requirements of the course

Integrated Marketing Communication

On 13/09/2010

By

Mayuri Ghosh (B09011) Sriram Santosh Bal (B09025)

Geet Suri (B09028)



Tanishq: The Sparkling Journey ewellery has long graduated from being a three dimensional bank statement. It has now become a personal statement of taste. With that, it has to prove a lot more than its weight in gold to appeal to the contemporary buyer. No wonder jewellery has always been a big business in India. Titan came into existence in July 1984, when the Tata Group joined hands with the Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the watch industry. In June 1995, when Tanishq entered the segment, the market was dominated by the neighbourhood sonars (goldsmiths) who would craft designs in gold for women. Sometimes the finesse would be missing; often the gold would not be pure. Tanishq, as the first brand of jewellery in the Indian market, changed all that. It promised pure gold and offered elegant designs at transparent prices. Since then, Tanishq has built on its first mover advantage and remained the market leader through the years, despite many new entrants to the business. The company has been growing at the rate of 40 per cent per year for the past five years and has registered a turnover of over Rs 3056 crores in 2009-10. The target now is to achieve a turnover of Rs 3646 crore in the current fiscal. The Tanishq saga began in the early 1990’s, primarily fuelled by the fabled Tata entrepreneurial spirit and partly forced by circumstance.

The splendid Titan watches success story was already up and running, and happened to need more foreign exchange to purchase the imported components and machines required to keep up with the burgeoning watch production.

But with India going through a foreign exchange crisis in the late eighties, there was no help coming in, forcing Titan to search for a business that would earn them the required foreign currency.

Indian-made jewellery was already a big foreign currency earner and being strongly supported by the central government, and also happened to be a very good fit with the watch business as articles of adornment.

The best known brand names in both Europe and America had watches and jewellery together, offering further proof that the two industries are intrinsically linked.

It was a business with a huge wealth potential and it added a very feminine offering to Tata’s long line of products that appealed mostly to the opposite gender.

It also called for an organization that inspired trust and had high order design, manufacturing, marketing and retailing skills, and Tata fit the bill on all accounts.

The name Tanishq, a blend of two words, 'tan' (body) and 'ishq' (love), was coined by Xerxes Desai, the Vice- Chairman and Managing Director of Titan. To change its image from a watch manufacturer to a fashion accessories manufacturer, Titan was renamed Titan Industries Ltd. in 1995. Later they changed the essence of the name “Tanishq” as a combination of Tata /Tamil Nadu and Nishq (meaning a necklace of gold coins).

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In 1992, as part of economic liberalization, the government abolished the Gold Control Act of 1962, allowing free import of gold. In 1993, private companies were allowed to enter the hitherto restricted gold and diamond mining industry. Foreign investors were allowed to hold up to 50% equity in mining ventures. August 1992, a pilot plant was set up and production started in two years later. It was launched in 1994 as a range of jewellery and jewellery watches meant for the European & American markets. But things began to change globally around this time, and the West entered a protracted period of slow economic growth followed by recession. Supplying jewellery to the Americans & Europeans suddenly no longer seemed an attractive proposition. Tanishq, an entirely new concept in the Indian market, thus had to struggle hard to be accepted by the customers. Industry watchers were extremely sceptical of Tanishq and doubts were being cast over its prospects. In 1996, Tanishq launched its first store. It was a hitherto untried concept. There was no national jeweller that people could buy from, despite that India is the largest consumer of gold in the world. Clearly, the local satraps had a very tight stranglehold on their markets and it was difficult for a pan-Indian player to break into. Being ethical too was a problem. As a company which was part of the Tata group, known for maintaining high ethical standards, Tanishq prided itself on delivering customer value through a fair and transparent business model. Tanishq changed its strategy and brought in it the value proposition of gold through higher karatage and also do away with the shop-in-shop formats and have exclusive Tanishq outlets in 1998. The same year, it entered another segment, the diamond jewellery as these earned high bottom-lines. Till 2000, Tanishq could not find its feet in the market and its losses were mounting. In 1998-99 it showed losses of Rs 10.40 crore (Rs 104 million) though sales turnover was increasing. May 2000 turned out to be the defining period in the company's history. Tanishq had quite a few problems on its hands then. Its high decibel media advertising wasn't working. A stream of adverse media reports had instilled the fear that its shareholders would pull out anytime. And worse, it had very little time on its hands to show a turnaround. They made efforts which paid off. A year later, Tanishq had made its first ever profit in the entire existence of the company. It was a measly sum of around Rs 2 crore (Rs 20 million), yet it was a beginning. The next year, the company decided to write off some of the financial baggage it had been carrying. Profits generated dipped as a result but Tanishq was clearly on a revival. The company changed quite a few of its original strategies along the way. Tanishq had its first showroom in Chennai in 1996. Today it has over 60 showrooms in 47 cities. Only six of these are owned by the company. The rest are run by franchisees. The model has helped take away capital costs from the company and pass them on to franchisees who will invest money to help the company grow. In all, Tanishq managed to limit its fixed asset investment to Rs 27 crore (Rs 270 million).



Post September 11 attack on the World Trade Centre, the volatility in the gold prices led to a steep decline in the demand for gold. In 2002, the gold demand declined by 19 per cent, from 843 tonnes to 680 tonnes. However, Tanishq was on a roll. It grew its retail sales during 2002-03 to Rs 332 crore (Rs 3.32 billion) from Rs 239 crore (Rs 2.39 billion).Almost Rs 57 crore (Rs 570 million) came through corporate sales and exports. Corporate and institutional sales had become an unexpected money-spinner for the jewellers. Today, Tanishq counts companies like Hindustan Lever Limited, Pfizer, National Panasonic, UB Group, Tata Tea and Tata Chemicals are among its clients. The next three years, saw quite a few changes to the way Tanishq operates. Tanishq was spreading its glitter, and fast.

Meanwhile, the business environment had also swung in Tanishq's favour.

Changing consumer demographics due to Rising incomes, Dual incomes Exposure to foreign designs

The above brought about a change in the way people looked at jewellery.

If jewellery was once bought as an investment or as part of a daughter's dowry, it was no longer the case. Rise in number of working women and Rise in disposal incomes,

The above made people begin visiting the jewellery shop more often. Weddings still remain and will remain the time when maximum money is spent on jewellery, but now impulse buying is becoming increasingly common. The big reason Tanishq was able to make so much headway is because

It has never shied away from reinventing itself.

It has introduced ethical practices and design innovations to Indian women.

It has also introduced a number of collections that firmly established its reputation as a frontrunner on the fashion scene.

A deliberate attempt has been made to identify the jewellery with the aspirations and emotional needs of consumers, rather than with conspicuous consumption.

Revenue in million rupees



The most important factor spurring Tanishq's success is innovation —

In the business model

In design

In promotions. Tanishq took up special projects in the 2005 and later in 2007 and 2008 to:

Design jewellery for Bollywood movie Paheli (2005),

awe-inspiring set of crowns specially crafted for the Indian’s leading beauty pageant, Femina Miss India (2007)

A historical magnum opus Jodha Akbar (2008) They used the platform to create, showcase and launch a special collection of jewellery. In 2010, Tanishq plans:

To enter the lucrative regional ornaments segment as a new strategy to cater to the diverse requirements of brides from different communities around India. The idea is to maximise the Tanishq brand presence across regional markets in India. At present, Tanishq offers only standard jewellery in its wedding range.

The demand for diamonds has been rising steadily and even the conventional gold buyer is now opting for diamond jewellery. As a part of their strategy, they are focusing on high-value jewellery which is targeted at the affluent buyer who is less focused on the investment value and is looking more at the ornamental value.

Tanishq is aiming to penetrate the Rs.900 billion Indian jewellery market and increase its share of the pie from Rs.30 billion with its mantra of innovations and impressing more and more customers by their unique set of values – purity, design, relevant choice, excellent services and an exceptional shopping experience.

Tanishq: In minds or in hearts Tanishq has been projected as an impeachable mark of trust by raising the awareness of the people about unethical practices in the jewellery business and then measuring the gold purity by Karatmeter. 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.

Segmentation

• Niche Marketing - After its inception in 1995 focus on exports, Tanishq's designs had been conceptualised for the Western markets and were introduced in India without any alterations. Tanishq positioned itself as an international brand for the Indian elite. The brand was targeted at a niche market (However they later on started targeting the mass marketing since 1997).

• Psychographic Segmentation - Tanishq has found that 40% of the Indian women are working and they targeted this segment with a specific group of products called Collection-G (a 9-to-5 jewellery for the working women), even their other collections are a fusion of contemporary in traditional Indian motifs.



• Geographical Segmentation - Tanishq realized that, given the diverse nature of Indian ethnicity, it would have to satisfy the tastes of all regions. So, the designs became more ethnic. Tanishq also decided to transpose designs by stocking Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Mumbai in order to appeal to a variety of people.

Target Market –

Class Consumer Profile Product Preference Company Preference

High

Inherited income/Professionals/Industrialists/exceptional ability

Branded designer jewellery or Diamond jewellery

Tanishq

Upper Middle

Professionals/Business/Career oriented/Executives

Branded Jewellery Tanishq

Middle

White collar , educated Unbranded jewellery as well as high quality artificial jewellery

Local jewellers

Lower Middle

Blue collar, skilled Artificial jewellery No company preference

Lower Semi skilled No need -------

Initial positioning

It exposed the rampant impurity that prevails in the Indian market.

Tanishq introduced innovations like Karat meter, the only non destructive means to check the purity of gold.

Tanishq has introduced professional retailing in the form of shop-in-shop format in the disorganised Indian jewellery bazaar, where women can shop with comfort and peace, without worrying about the purity of the jewellery they are buying and select from the best jewellery collections

Tanishq is the only jeweller that houses a fully fledged design studio with a team of several international award winning Indian designers.

What went wrong?

Tanishq, an entirely new concept in the Indian market, thus had to struggle hard to be accepted by the customers.

Industry watchers were extremely sceptical of Tanishq and doubts were being cast over its prospects.



Tanishq began by offering jewellery in the 18-carat gold range, with designs borrowed heavily from contemporary European brands. The company justified its decision saying that it wanted to be 'different' from the traditional Indian offerings.

Initially with a focus on the export market, its designs were predominantly Western, and the same line of jewellery was sold in India as well. However, when it shifted its focus to the domestic market, it was unable to sell these designs.

Its high decibel media advertising wasn't working. A customer survey revealed multiple problems. Despite its high-blitz ad campaign, many didn't know what Tanishq was about, the

product proposition and retailing. Others found it too expensive. Some felt that the product was not for people like them.

A stream of adverse media reports had instilled the fear that its shareholders would pull out anytime. And worse, it had very little time on its hands to show a turnaround.

Solution:

Therefore the few steps were:

To change the brand positioning from that of an elitist and Westernized offering to a more mainstream, Indian one.

The 18-carat jewellery range was expanded to include 22 and 24 carat ornaments as well.

Tanishq also made attempts to redefine traditional styles in its designs. Tanishq realized that, given the diverse nature of Indian ethnicity, it would have to cater to tastes of all regions.

The fifth anniversary celebrations of Tanishq offered discounts to customers and induced them to come to the store. The ploy worked and customers waited for the store to open.

Ad campaigns now started to list out the products that Tanishq had.

So bracelets, rings, chains, pendants were explicitly mentioned in each ad.

A range starting at Rs 399 was launched. The aim was to bring down the price barrier significantly.

Collections for the working women and a new set of contemporary designs were brought into the stores.

A mix of traditional jewellery and contemporary designs were launched. A steady stream of jewellery collections with a fusion of contemporary and traditional Indian motifs, each with its distinct target audience has been launched. Aria, for seven stone diamond jewellery Hoopla, focused on diamond studded hoops Collection-G for lower priced gold jewellery with an interesting twist are just a few lines

that have come out of the Tanishq stable in the last three years.

They learned to value regional preferences. Designs were customised depending on the regions and markets.

Current Positioning



Promise of purity and unique experience:

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

First and only jeweller who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and coloured gems in writing.

Trust:

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 also have gold meters where one can check the purity of gold.

Luxury:

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.

Superior Product:

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 jeweller that houses a full-fledged design studio with a team of several international award winning Indian designers.

Offer a totally new perspective to jewellery buying especially when it comes to exquisite oriental jewellery.



SWOT Analysis



Ansoff Analysis

Present

New

Present

Market Penetration

Currently Market Share of Tanishq is 2.9%.So Tanishq has a scope for increasing its market share.

Provide EMI by tying up with banks.

Find new applications to current users: Increasing the versatility of the product in terms of usage. For example, provision for using pendant as earrings, finger rings and vice versa

Product development

Tanishq launches Gland Slam 2010 collection inspired by two distinct regional crafts- Gujarati rava work & Rajasthani meenakari targeting the modern day woman who is firmly rooted to her Indian values

New

Market Development

Expand geographically: Opening new outlets in new cities and increasing the number of outlets in the existing cities.

Diversification Related: Gold and diamond studded buckles in belts and footwear.

Market

Product



Tanishq: Its voice Tanishq’s marketing and promotional strategies have been equally trend-setting as its designs. It uses a 360 degrees approach in creating brand equity and a persona of purity, style and exquisiteness. Tanishq’s marketing strategy focuses on making it the most desirable brand of jewellery in India. Tanishq is rated as one of India's most aspirational brand of jewellery. The company aims to further strengthen this appeal by evolving many more opportunities for consumers to interact with the brand. The company has two key marketing objectives- first, drawing new customers into its stores located across the country, and second, building long-term relationships with the existing and rapidly increasing customer base. It uses media advertising, PR, in-store events and a range of direct marketing tools to achieve these marketing objectives. The Tanishq store is always centre-stage in these marketing efforts, the sanctum sanctorum, where the consumer experiences the brand. The communication and promotion budget was spent towards advertising, while a portion was also earmarked for promotions tailored to match regional preferences. The budget was split into four parts, comprising national-level spends (both electronic and print media), regional budgets, direct mail and research. Since 2001, Tanishq initiated a long-term media plan, aiming to give the brand a round-the-year presence and enhance awareness. The following media channels are predominantly used by Tanishq: T V Advertisement: Tanishq focus on the emotional attachment in the advertisement like engagement , marriage, and such other occasions. Print advertisement: In leading news paper and feminine magazines are targeted to do the advertisement.. Bollywood tie-up: Has done tie up with Paheli and Jodha Akbar where in the movie the

actors were seen wearing Tanishq jewellery through out. For Jodha Akbar were they launched a product line named Jodha Akbar. The journey of Tanishq began in positioning itself as a premium brand for the Indian elite with an international flavour. The customers were treated with wine and cheese during their shopping at an

internationally styled store. As the brand did not cater to the traditional jewellery market, its communication in the electronic media was on the lines of Billy Joel’s description of a woman

which had a more western image. (http://www.youtube.com/watch?v=NQ7YtorMdOI) .

Later, Tanishq's created unique designs with the Indian woman in mind. Aware that a woman plays different roles at work and at home, and dresses differently for every occasion, Tanishq

http://www.youtube.com/watch?v=NQ7YtorMdOI



has created specific collections that have set a new fashion in jewellery. "We are aligning ourselves by contemporising traditional jewellery and making it relevant for them," says Venkataraman. Their campaign 'the emerging Indian woman' gracefully blends the traditional and the modern. (Mom’s farewell http://www.youtube.com/watch?v=a_uYyczxIuQ&feature=related) and (Bengali newly wed driving http://www.youtube.com/watch?v=vbZNNYflbOQ). Tanishq has opened first-of-its-kind concept stores at Fort Knox Kolkata, South Extension Delhi, Kormangala Bangalore and Bund Garden Pune. These stores reflect the new retail identity of Tanishq the 'Revitaliser of Tradition' and combine the grandeur of the past with the reality of the present without losing its inherent character and appeal. Thus, Tanishq synergised between their products, store and advertising – communicating the brand values and unique proposition to the customer. Until recently, Tanishq was perceived to be a premium brand. The company is now changing its focus to include mid-segment consumers also. Tanishq appeals to all discerning consumers of jewellery in India, not merely to the elite. There are an increasing number of Indian women who seek the values and the benefits that a brand such as Tanishq offers - trust and reliability, exquisite designs, and an international shopping experience. To them, Tanishq is a reflection of their own emerging lifestyle, a judicious blend of traditional values and a modern outlook. Tanishq is a premium brand, but certainly not a narrowly focused elitist brand. It caters to a wide segment of discerning consumers, and offers a range of jewellery, which caters across all these consumer segments. (Moham: http://www.youtube.com/watch?v=TCJChDO8um8 ).

In this context, Tanishq ‘Solo’ (http://www.youtube.com/watch?v=SuVPvkovonk) follows in the rich tradition already established by the earlier branded collections of jewellery - Tanishq ‘Aria’ (http://www.youtube.com/watch?v=zhNI2VzTNLU),Tanishq ‘Diva’, Tanishq ‘Hoopla’, Tanishq Collection-G, Tanishq Lightweights, Tanishq ‘Bandhan’ - all of which have similar broad appeal. The brand relies on below-the-line support, in addition to media advertising. When ‘Tanishq Collection-G’ was launched, a collection of 9-to-5 jewellery for the working woman of today, the marketing team organized presentations to working women at several corporate offices, even corporate canteens during the lunch break. Cross promotional tie-ups with other ‘working women’ spaces such as music stores, beauty saloons, lifestyle stores and bookstores were also organized. The company also reached out to this target group through exclusive working women's meets, where well known career women spoke about issues relevant to working women. In addition, ‘Tanishq Collection-G’ ran joint promotions with brands such as L’Oreal and Wills Lifestyle, which appeal to a similar set of consumers.

http://www.youtube.com/watch?v=a_uYyczxIuQ&feature=related

http://www.youtube.com/watch?v=vbZNNYflbOQ

http://www.youtube.com/watch?v=TCJChDO8um8

http://www.youtube.com/watch?v=SuVPvkovonk

http://www.youtube.com/watch?v=zhNI2VzTNLU



The peak periods of sales of jewellery are festival times or the marriage season. However, there is considerable purchase of jewellery which happens, and can potentially happen during the rest of the year as well for birthdays, anniversaries, gifting, impulse purchases, etc. Therefore, in absolute terms, there is no lean period

for jewellery - the jewellery market can be stimulated throughout the year, through a host of well-designed marketing inputs. Tanishq has successfully stimulated demand for jewellery throughout the year through launches of new jewellery collections, a range of exchange programs and other offers (for instance, ‘Impure to Pure’ exchange offer), and a number of in-store

events. As a result of these efforts, Tanishq grew rapidly for successive years. Successful demand generation through a slew of marketing measures is, at the core of the rapid, profitable growth, which Tanishq has witnessed during the past years. Electronic media campaigns also started to list out the products that Tanishq had. Bracelets, rings, chains, pendants were explicitly

mentioned in each of their campaign. (http://www.youtube.com/watch?v=5t2EwziMWq0&feature=related). They also launched a complete product line called the “Conversations” keeping in tune with the raging popularity that earrings currently enjoy. (http://www.youtube.com/watch?v=4VX5cGAJMKA&feature=related & http://www.youtube.com/watch?v=busspp14Nss&feature=related) Advertising in movies is not something new for Tanishq though. It has always resorted to the right movie for promoting its products. It was the ideal vehicle to position Tanishq in the serious jewellery space as well as bring it closer to the consumer. Indian fashion is

actually led a lot by films. As a medium it influences customers significantly. Whether the King Khan starrer Rajasthani eternal love story-Paheli or the historical romantic saga of Jodha Akbar featuring Hrithik and Aishwarya. TVC showcasing the Jodha Akbar and Paheli collection from Tanishq; indeed an advertising strategy, which goes much beyond what the power of the Hrithik-Ash or Shahrukh - Rani duo alone can dare to achieve! Bhaskar Bhat, MD, Titan Industries affirms, “It gave Tansihq a platform to convey its brand image and at the same time we also launched a ‘Paheli’ collection”. “The movie will be

http://www.youtube.com/watch?v=5t2EwziMWq0&feature=related

http://www.youtube.com/watch?v=4VX5cGAJMKA&feature=related

http://www.youtube.com/watch?v=busspp14Nss&feature=related



released in overseas film festivals and we want to reach the NRIs and promote it for their marriages,” explains C. K. Venkataraman, COO-Jewellery, Titan Industries. A unique strategy indeed and goes well with Tanishq’s brand image of commemorating the heritage of the glory days of India. Yes, that’s palpable from Tanishq’s earlier ads, which promoted the product as a classic immortalised design. Agress Alpana Parida, Head – Marketing & Merchandising, Tanishq, “That helped us to become the most trustworthy brand but then it became important to reach out to the masses also.” Surely, this well justifies Tanishq’s revelations of many TVCs, which showcased marriages of different cultures, rich masses indeed!

“Tanishq has been always a progressive brand, which has been able to create a trustworthy brand image among the niche as well as masses,” elaborates Vikram Tyanath, Team Leader, Lowe. Concerning its latest ad-splashes, Venkataraman has a word to share, “Tanishq is a brand for the youth also and that’s precisely what we plan to promote through our ads. At the same time, we won’t compromise with the ‘trust’ image.” He is also open to tie-up with movies and to create special TVCs. “Such association has always helped us to sustain our brand image and we needn’t talk about trust anymore. Rather, now our ads will talk about craftsmanship & designs,” reveals Parida. So whether Jodha Akbar works at the box-office is a tale for another day, but as far as Tanishq is concerned, it couldn’t have imagined a more romantic side to history! (http://www.youtube.com/watch?v=EqzHybzZbpk)

Keeping in mind the objectives of Tanishq for this association, planned and executed the following integrated marketing plan: • Special Line of Tanishq jewellery using the look of the film: Tanishq designed a special line of jewellery taking into consideration the script and background of Paheli. The various pieces created by Tanishq were worn by all the actors through the entire duration of the movie. Never before was a jewellery collection of this magnitude made and launched using the medium of cinema. The jewellery was displayed throughout the film from its first frame to the last. There were special moments in the film around a particular jewellery item keeping in mind that the scenes could be used in creating the TVC. • Joint Promotion (sponsored TVC) of Tanishq and Paheli: A joint TVC was created which featured key moments from the movie where Tanishq jewellery was worn by Rani Mukherjee and Shahrukh Khan. The key message in the TVC was to introduce viewers to the new collection and invite them to Tanishq stores to experience it. This TVC was aired widely across all mass entertainment channels. Also, campaign extended to outdoor, ground and in-store promotions, to promote the new collection inspired from Paheli. • Point of Sales Promotions: Tanishq created special theme décor around the release of the movie at their various outlets. The shops were decorated using the Paheli theme with film posters, facades, pneumonic like puppets, bandhanis etc. The special collection was showcased prominently within the store. Special brochures and design catalogues were printed with Rani’s pictures adorning the collection. All buyers were given their jewellery in specially created ‘Paheli’ boxes along with a personally signed letter from Shahrukh Khan, asking the buyer to experience the grandeur of Rajasthan.

http://www.youtube.com/watch?v=EqzHybzZbpk



• Events and Programs: The association was further strengthened with the director of Paheli, Amol Palekar, launching the collection at a special press conference in Delhi. The program, “Making of Paheli” featured Tanishq marketing Head, Ruchira Puri, speaking about the association. Also, the opening credits of the film acknowledged Tanishq’s contribution. Tanishq, launched Colors, an eye-catching collection of pure gold jewellery offset with coloured stones, Kundan and Jadau. Colours is a line of contemporary adaptation of the traditional jewellery styles in colourful stones, Kundan, Jadua and enamel detailing, impeccably symbolising today's woman. The distinguishing feature of this range is the creative attempt made to interpret the many-layered meanings that colours convey to us and translate them into unique designs to convey the associations and emotions that colours evoke. A woman has her own preferred colours and uses the meaning that is associated with those colours to her advantage. So she might use pearls to convey class and sophistication or may use pinks to subtly hint playfulness or fiery reds to connote victory. The launch was amidst of a musical rendition by Subha Mudgal and a dance recital. Shubha Mudgal's style of music and her personality epitomise today's woman hence her association with the Colors collection. (http://www.youtube.com/watch?v=gzj9bq645Zg) & (http://www.youtube.com/watch?v=Nd8Jti91GsA)

Tanishq jewellery brand plans to enter the lucrative regional ornaments segment as a new strategy to cater to the diverse requirements of brides from different communities around India. Tanishq will come out with specific traditional collections to cater to brides from the Punjabi, Bihari, Gujarati, Marwari, Telugu, Tamil, Bengali, Kannada and Marathi communities. (Regional Wedding http://www.youtube.com/watch?v=cRiw_sgO-nE) (Mom convincing for wedding http://www.youtube.com/watch?v=QfYLu_MhLQQ&feature=related) ( Print release in Femina http://www.youtube.com/watch?v=BOQn7sWu0wg)

The Retail Showcase Retail space can showcase product far more brilliantly than advertising ever can. Retail space is uniquely positioned to surround the customer’s senses with multiple facets of the brand’s personality. Unlike most advertising, retail space permits an interactive process of communication about brand. The first three Ss (showcasing, surround effect and speaking effectively) make the captivating magic of the brand come alive. A Tanishq store displays eye pleasing product displays, which completely mesh with brand personality, attractive store windows, the alluring play of color and lights,key product features are emphasized, often dramatically and relatively long consumer attention span by an effective Sales Officer Catalogs, “take-one” leaflets, online dialogue counters in the store can further enhance this process of speaking to the customer about key brand benefits. Within the retail space, the customer is captive audience as he listens to Retail Sales officers and experiences the brand, Tanishq.s

http://www.youtube.com/watch?v=gzj9bq645Zg

http://www.youtube.com/watch?v=Nd8Jti91GsA

http://www.youtube.com/watch?v=cRiw_sgO-nE

http://www.youtube.com/watch?v=QfYLu_MhLQQ&feature=related

http://www.youtube.com/watch?v=BOQn7sWu0wg

IMC -Tanishq

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