Global Marketing Strategy PlanGlobal Marketing Strategy PlanGroup 10A
Ankush Chhabra Archana Kadam
Arun Pappalla Rishi Dixit Sagar Bavishi Vishal Mittal
The Brand
Tanishq – India’s first and foremost jewellery brand
Started in 1995, a business under India’s largest conglomerate – the TATA Group
High quality, most reliable and a premium line of jewellery
Exclusive stores all through India, innovative and consistent marketing across all channels
A pioneer in terms of assuring consistent quality products – 22 karat certified items, technologically proficient manufacturing and crafting processes
Situation Analysis
Skilled Workforce
InternationalCompetition
Language & CulturalBarriers
Target Markets
Positioning
Sustainability
Quality
Sales &Distribution Channels
Online presence
STRATEGIC ISSUES
Market Development And Assessment
Market Development And Assessment (Contd.)
Recommendations
Product Focus on ethnic Indian jewellery Indian and International segment of
products, with varieties like bridal collection, party wear etc.
Issue purity certificates along with items
Price Premium pricing of the product Price to vary as per the design and purity
Recommendations (Contd.)
Place Target markets of US, UK and Canada Target population - NRIs and fashion conscious Tie up with high-end retailers like Harrods,
Cohls
Promotion Fashion Shows International Jewellery Fairs International Jewellery and Art Magazines
Action Plan
Kick-start operations by securing export license Sell internationally in malls and high-end retail stores Promote the Tanishq brand through advertisements,
reviews in magazines, news papers etc. Impose symbolic positioning of the brand during show-
room inaugrations Experiential positioning by providing unique shopping
ambience Station a resident trainee graphics designer in-store Enable computerized customization of designs
Launch a website to increase visibility of the collections
Ready To Go!!
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