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!!