Integrated marketing communication Tanishq
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Transcript of Integrated marketing communication Tanishq
Integrated Marketing
Communication
I M C
• Planning, implementing and controlling brand communications to enhance consumer relationships.
• Coordination & integration of all marketing tools.
Benefits:
• create competitive advantage
• boost sales and profits
• wraps communications around customers
T a n i s h q – T h e
B r a n d• First showroom in Chennai in 1995.
• Initial Launch by Karishma Kapoor.
• Amitabh launches Jewellery boutique
of Tanishq
• Association with Bachchan – 4 Cs of
diamond
• Diamond @ affordable price range 10k
– 25k in 2012 (Akshay Tritiya)
• Mia designer jewellery collection for
working women at iGate Patni(2011);
B r a n d
P o s i t i o n i n g
B r a n d
P o s i t i o n i n g
(c o n t d .)
F r e e g o l d c o i n
o f f e r c a mp a i g n
Paheli & Jodha Akbar Colletion
G o l d E x c h a n g e M e l a
–M o r e f o r L e s s
M y E x p r e s s i o n
C o n t e s t b y M i a
Mia on Wheels
S w a r n a
S a n g e e t h a m
Customer Emotions – Karva Chauth
Queen of Diamonds
Queen of Diamonds –Winning Queens
Wh a t Wo me n Wa n t ?
T a n i s h q k n o w s
S h o w r o o
m
E x p e r i e
n c e
IIJW -
Fashion events IIJW
Sponsorships –
Pantaloons Miss
India 2007
Tanishq Goes
International
Tanishq - Gift Policy
Customer
Loyalty
Program:
Nurture
relationship
more
precious than Gold