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Tanishq (sync between Stp and marketing mix) Presented By:Rahul Dhandharia(312) Rituma Doshi (314) Dishant Sidana(357)

ana(357) Subhad a (363) Ankush Jadhav(364) Kumar Saurabh(368) Mayank Rai(381)

INTRODUCTION Tanishq is the countrys only truly national jeweler Targeted a more Western consu mer evoking a Nice, but not for me reaction Opened its first boutique in Chennai i n 1995 as a precedence to tap the South market Boutiques were spacious, intimida ting , exclusive with limited inventory on display In Feb 1996 launched its firs t 18-carat range of exclusively designed gem-set jewelry

TANISHQ STRATEGIES Piloted an offering of 22-karat plain gold jewellery with about 400 designs Mult imedia campaigns were launched in press and on TV to focus on traditional design s Prevailing under-karatage problems industry wide were countered by installing karat-meter Seven-stone concept helped Tanishq to overcome the perception of it being a Westernized brand

MARKET STRUCTURE Premium Popular Mass

SEGMENTATION Niche Marketing After its inception in 1995 focus on exports, Tanishq s designs had been concept ualized for the Western markets and were introduced in India without any alterat ions. Tanishq positioned itself as an international brand for the Indian elite. The brand was targeted at a niche market (However they later on started targetin g 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 collectionG, a 9to-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, Keralit e designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order t o appeal to a variety of people.

TARGET MARKET Class High Consumer Profile Inherited Income/Professionals/Business/ exceptional ability Professionals/Busin ess/career oriented/Executives White Collar, Educated Product Preference Branded Designer Jewellery and Diamond studded jewellery Branded jewellery Unbra nded jewellery as well as high quality Artificial jewellery Company Preference Tanishq and Geetanjali Upper Middle Middle Tanishq Local Shops like PP jewellers Sia Jewellers for Artificial jewellery No company preference Lower Middle Lower Blue Collar, Skilled Semi Skilled Artificial Jewellery No Need

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 seg ment Focused primarily on studded jewelry but grappled with the 18 karat vs. 22 k arat issue The setting of their stores intimidated the Indian consumers They had always positioned themselves as Jewelry for adornment and not for investment Desp ite 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 havi ng only modern designs Aarka positioned Tanishq as high fashion 22-karat gold co llection Aamra, a collection of studded jewellery was an attempt to move Tanishq from being a traditional studded collection inspired by mango motif Designed je wellery for the movie Paheli and subsequent incorporation of the themes in TV ad s which echoed Paheli theme acted as a springboard for Tanishq



7Ps of Marketing


MARKETING MIX :PRODUCT DESIGN: o o o o Tanishq is known for its ability to develop specialized design collectio ns. Each piece of jewellery is designed by a team of award winning designers Des igned to suit all forms of attire, western and Indian, casual and formal. Aria, for seven stone diamond jewellery, Hoopla, focused on diamond studded hoops and Collection-G for lower priced gold jewellery. BRAND NAME o Brand name ensures innovation. o Considered equivalent to purity and tradition .

MARKETING MIX :PLACE Tanishq opened 30 retail stores during FY08, taking the tally to 130 stores. Cur rently, the average store-size for Tanishq is 1,000-1,500 sq ft. The stores oper ate on the franchise model. Tanishq retail identity has evolved over the years t o offer large format and concept stores that reflect the brands philosophy of bei ng Revitalizer of Tradition. It has opened two pilot stores at Chicago and New Jer sey with a retail format of 1,800-2,000 sq ft. The Tanishq retail chain currentl y includes 112 exclusive boutiques in 75 cities, making it India s first and lar gest jewellery retail chain.



MARKETING MIX :PROMOTION Concept stores, the first of which, costing Rs 10 crore, opened in Kolkata. The id ea of such a store was to harmonize the tradition of the past with the modernity of the present. Titan transposed 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. In 1998, it launched the corporate gold gift scheme - When you want to say thank you, say it in gold . In 1999, Tanishq delivered gold coins worth Rs. 20 crores to Maruti Udyog Ltd., to be given away as gifts to Maruti car owners. By 2001, the scheme accounted for almost 5% of t he turnover and over 30 corporate clients like Coca-Cola, the UB Group, Whirlpoo l, TVS Group, Ceat and Liberty shoes.

MARKETING MIX :PROMOTION Tanishq has also endeavored to be part of every occasion in an Indian womans life through festive promotions, customer contact programmes as well as through Anut tara, Tanishqs exclusive consumer reward programme etc.

MARKETING MIX :PROMOTION Launched Jodhaa Akbar collection and managed to get lot of marketing hype. The c ollection is very pricey and suggested retail price is between Rs 25,000 to Rs 1 5 Lakhs. Kept the entry-level price as low as Rs 600 (for a pendant) and offered a range, which far exceeded that offered by any other jeweler. Initiated a loyalty progr am called the Golden Harvest Savings Scheme, which offers buyers the benefit of getting more jewellery than what they have paid for. The scheme allows consumers to plan future purchases in advance and pay for them in easy installments. Exch ange offer - change impure gold for pure 22 karat gold attracted more people to the stores.




Generic Business Level Strategy