CATEGORY OF TANSIHQ WEDDING JEWELLERS SET

Dhwanit Gupta ( 15RM909)Divya Sharma ( 15RM910)

Lalithasri P (15RM914)Priti Singh (15RM922)

Pulkit Agarwal (15RM923)

INTRODUCTION• Established in the year 1994• Pioneered the concept of branded jewellery and ornament in India• One of the major TATA brand with strong appeal to women• They have brands as Gold Plus, Zoya, Mia and Platina. • With Zoya being most premium • Most trusted and faster moving jewellery brand that offers traditional standard

designs in gold platinum and diamond • Retail sales of over Rs. 10,000 Crs, over last financial year• Production and sourcing unit located at Hosur in Tamil Nadu• Various innovations like Karat meter , gift vouchers, gold exchange scheme MTO

facility and golden harvest • 200 stores in 80 Indian cities • They target high and upper middle class people positioned itself as a luxury,

trustworthy, unique experience and superior product brand

SEGMENTATION• Niche marketing – After its inception in 1995 it focused on exports its

design has been conceptualised for western market and were introduced in India without any alterations. Later started targeting the mass market

• Physiological segmentation- It found that 40% women are working and targeted this segment with specific group of products like collections called 9 to 5 jewellery for the working women

• Geographical segmentation- Titan realised that, given the diverse nature of Indian ethnicity, it would have to satisfy the taste of all regions. Hence it becomes more ethnic titan decided to design more by stocking Bengali design in Delhi, Designs from Tamil nadu in Bombay etc in order to appeal variety of people

BROAD VIEW OF CATEGORIES

gold Diamond Platinum

Finger rings

Necklace Sets and earrings Bangles

Finger rings Earrings

Categories and collections

• Broadly platinum gold diamond• Diamonds – farah khan, solitaire, mia, zuhur,

IVA • Gold- Necklaces and chains, set, bangles, • Bangles and bracelets • Earings• Fingerings• Solitaire

Collections of TANISHQ• Farah khan• Mia• Zuhur• Divyam• IVA ( 1, 2 ,3 )• Polki ( open, closed)• Solitaires• Aurum• Pallete • Platina• Bangles• Kundan• Chains• Pendants & Mangalsutras• Finger rings• Earings & Sets• Diamond & Gold Earings• Temple Jewellers

Category wedding sets (sub categories)

• Divyam • Polki ( closed and open)• Kundan• Temple jeweller • Jodha Akbar

DIVYAM

• Launched during the Diwali• It’s a combination 12 temple architecture

portraying Indians heritage• Lot of unmet demand• Wrong analysis of demand and loss on sale• No proper data mining• Earrings and sets

POLKI & KUNDAN SETS

• They are of two types • Namely open and closed• Sale of 5-6 pieces per day • Weekly 3 times of replenishment• Kundan sets move 5-10 pieces per day• Everyday replenishment• Kundan is the category killer as it’s the fast

moving

TEMPLE JEWELLERS

• Ancient form of jewellery with gods portraits on it

• 2-3 pieces are being sold per day• With a weekly replinishtment