Presented By:-

MANASA REDDY

ASMAT

NAUFAL

SAI KRISHNA

INTRODUCTION

• Tanishq is currently the most prominent jewellery brand of India, and it pioneered the concept of branded jewellery and ornaments in India.

• Targeted a more Western consumer evoking a “Nice, but not for me” reaction

• Tanishq, established in 1995, challenged the established family jeweller and introduced new rules in precious jewellery

• Tanishq at first introduced 18 Kt gold jewellery advertising 18 Kt as the 'international standard.'

• Tanishq introduced innovations like Karatmeter, the only non destructive means to check the purity of gold

MARKET STRUCTURE.

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.

Therefore the first step was 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

SEGMENTATION

• Niche Marketing – After its inception in 1995 focus on exports, Tanishq's designs had been conceptualized 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– Life Style: 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.

 • Geographical Segmentation– Titan 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. Titan also decided to transpose designs by stocking Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people.

TANISHQ IDENTITY CRISIS

• Sold to a more westernized audience evoking “Nice but not for me reaction”

• Underwent several strategic retooling to reach “the traditional but modern Indian woman segment”

• Focused primarily on studded jewelry but grappled with the 18 karat vs. 22 karat issue

• The setting of their stores intimidated the Indian consumers

• They had always positioned themselves as “Jewelry for adornment and not for investment”

• Despite several repositioning attempts the brand was perceived as too expensive and unapproachable

RE-POSITIONING STRATEGY

• Daytimes, diamond based collection was launched as affordable, • casual, young and contemporary • •Colors- colored jewellery corrected the impression of Tanishq • having only modern designs • •Aarka positioned Tanishq as high fashion 22-karat gold collection • •Aamra, a collection of studded jewellery was an attempt to move • Tanishq from being a traditional studded collection inspired by • mango motif • •Designed jewellery for the movie Paheli and subsequent • incorporation of the themes in TV ads which echoed Paheli theme • acted as a springboard for Tanish

BRAND POSITIONING

• PROMISE OF PURITY AND A UNIQUE EXPERIENCE

• Trust

• Luxury

• Superior Product

7Ps of Marketing

Tanishq

Product

Place

PricePromoti

on

People

Process

Physical Evidence

PEOPLE

Designers & Management trainees from premiere

institutes

Performance /Competency linked career growth Path at

management and manufacturing level

Karigar Park• Karigars work exclusively for

Tanishq• Provides tools & raw

materials• Better hygiene and medical

facilities

PROCESS

DCCP(Direct Consumer Contact Program)

CSMM(Customer Satisfaction Measurement Management)

CSP (Customer

Support

Program)

PHYSICAL EVIDENCE

Experience• Showcasing• Surround

effect• Speaking

effectively• Zoya: stores

for differential premium segment

Heritage• Architecture

inspired by heritage

• revitalizing traditional Indian Jewellary

Trust• They even

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

Generic Business Level Strategy