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Tanishq: Positioning to capture the Indian Woman’s heart 

Summary:

The case is about the brand Tanishq. It starts from the journey of Tanishq from incidence under the Tatabrand and what were the challenges that it faced and how it has executed its strategies. The challenges

were in the form of Market Segmentation, Target market selection and positioning. Tanishq’s journey

from 1996 till 2005 has been analyzed in great detail in its endeavor to encash on the wedding market.

Analysis:

Facts:

Challenges faced by Tanishq in India (across the years) :

Tradition of Indians to look at gold from an investment perspective more than a jewelry perspective.

Tradition of buying gold jewelry from the trusted traditional local jeweler, someone who would visit

their home,which had been continuing from generations together.

The perception of the quite a good no. of people that Tanishq was an elitist brand. People thought that

it was a “ not for me brand”, too western for the normal Indian.

Perception that there was limited jewelry in the stored and limited designs which would not satisfy the

buyer and would limit his final decision to only the limited offerings.

Mindset that only 22-carat gold jewelry was suited for Indian traditions and that the 18-carat one

offered by Tanishq did not comply with the Indian tradidion.

The tanishq showrooms elicited an “ out of the world” experience and people thought that it was way

above their standards and only for the “high society” types. They also perceived it to be very pricey.

Advantages for Tanishq (as cited from the research carried out)( across the years):

Trust of people in the Tata name.

Perception that even though it was an elitist brand, it would provide the right thing.

Impression that it will be Indian because Tata’s are Indian. 

The guarantee and assurance further build up on the trust that people had with Tanishq.

Analysis

The entry of Tanishq from the Watch segment to the Jewelry segment was a paradigm shift. Gold was

considered as in investment more than a Jewelry in old India.

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Target Customer:

Individual:

Initially: More western customer in Indian market. Evoked “ Nice, but not for me “ reaction from Indian

women.

Over the time: Traditional, but modern Indian woman segment.

Group: Satisfied with the target customer choice

Relevant head for target market and target fitment (que 2 and 3):

1) 

The Confident Matriarch: 37 % market

Strong rules where to buy – association with high profile fashion event to integrate design with

communication and influence buying fostering trust

What to buy: Quality and purity ( karat meter)

Aptitude to experiment: Varieties of collections.

2) 

Balancer – 20% market

Ritualistic and respects elder’s wishes: traditional designs 

Design oriented: different styles for different occasions:

Seeks advice for short choice: positive associations with events to publicise

Likes modernity: colored jewelry with moden designs, Diva collection

Enoys glamorous shopping : stores with theme based on jewelry designs

Quality conscious- quality and purity.

3)Balancer – sustained patronage due to reassurance of brand’s image on quality + husband’s

endorsement due to brand associations with fashion events and stress on value added jewelry

Matriarch – Association with a brand positioned as a progressive Indian brand that combined

tradition & heritage similar to progressive Matriarchs