SWOT Analysis of Tanishq

Strength

Only National Jeweler that sold gold and gem-stubbed jewelry.

Association with brand TATA.
Guarantee of quality and purity.
Positive Brand Image and Brand Awareness.
No middlemen
Exclusive Stores.
Modern and traditional designs.
Association with various events like Femina Miss India, Milan Fashion week
,etc.
Innovative marketing strategy.
Authentic product.

Weakness

Confusing repositioning
High Operating Cost.
Non Negotiable price.
Not for me Image.

Opportunity

Less penetration
Liberalization of market.
Change in Lifestyle.
High Disposable Income
Shift from Traditional designs to Modern Designs.

Threats

Local Jewelry Shops

Customers bonding with their jeweler.
Commodity Price.
New entrants.
Formation of Association among jewelers.

POP and POD of Tanishq

Point Of Parity

22 Karat jewelry
Traditional Designs
Wedding Jewelry Segment.

Point Of Differentiation

18 Karat Jewelry
Modern Designs
Association with brand TATA
Authentic Product.
Guarantee of quality and purity.
Association with various events like Femina miss India, Milan Fashion show
etc.