By-Sourav De(37)

Strongest and most inspirational brand in the jewellery category Awarded most admired brand and Retailer of the year by Images Fashion Enjoys a market share of over 40% in branded jewellery

India’s only national jewellery retailer 117 stores in 70 towns – prime high street locations Many of these stores are run by franchisees

Over 1.5 million customers shopped at Tanishq last year

BRAND

NETWORK

CONSUMER BASE

Tanishq is India's largest, most desirable and fastest growing jewelry brand in India.

Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the TATA group.

With a retail sales of 1200 crores last year and gunning for 2000 crores this year.

Tanishq has set up production and sourcing bases with through research of the jewelry crafts of India.

Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment.

Introduction

With a view to expand in the estimated INR 1,000 billion Indian jewellery market, Tanishq will come out with specific traditional collections to cater to brides from the regional communities.

To maximise the Tanishq brand presence across regional markets in India. Large format outlets are intended to act as a one-stop solution and enhance sales.

At present, Tanishq offers only standard jewellery in its wedding range. The brand is planning an expansion of its retail business in order to cross the INR 30 billion sales mark by the end of fiscal year 2010.

The company will be opening a total of 17 more Tanishq boutiques in 2010 and its major focus will be on large format stores of over 4,000 sq ft, as against the currently existing ones which have an area of around 2,500 sq ft.

INDIA KOLKATA NEW ALIPUR –Road Map ( Tanishq New Destination Store)

New Alipore is situated just south of ipore in betweenn Majherhat and tollygunge stations. New alipore was created as a planned residential suburb of the city of kolkata by KMDA. It is one of the better planned and pose areas of the city. Economic condition of the area is very good. New Alipore has turned out as one of the most sophisticated place of kolkata with land

price s among the highest in the city. Per capital income better than the other area of kolkata. People are well educated , cultured and sophisticated . New Alipore is connected to all parts of the city by extensive bus services and connected

with diamond harbour road (NH-117) Over hear, standared of living is high and life style is little different than the other area. Majority of people are working in corporate sector, Flim industry and business man.. In that place many famous peoples are staying - Amartya Sen= Economist, Brinda Karat=

Politician, Indrani Halder and Dev= Flim Actors

P – Political

- Kolkata has been one of the most politically stable states in india.

- The current Govt. In W.B( TMC) done transparency in administration and diversion –free public distribution sys tem in successfully.

E - Economic

- Cost of starting business in kolkata is 48.5% of GNI and relatively moderate value (ave-49.65%) in comparision to major states in India.

- Tax rates in W.B are 80.8% which is comparatively lower than other states (ave-81.94%).

-Cost of labour charges are low.

- Impact of globalization is good. S - Sociological - Kolkata ‘s New Alipore ‘s population more than 10 laks. And it is one of the top pose and cultured

area.

- Well educated , working corporate professionals earning capacity are very attractive than the other area of kolkata.

T - Technological

- I.T sector in kolkata is growing at a rate of almost 70% annually with 180 firms owing software export.

- The govt. Lays emphasis on certain factors to promote investment in the technological sector.

L - Legal

- current home market legislation, future legislation.

-environmental regulations, employment law, consumer protection

- industry-specific regulations, competitive regulations E-Environmental -Kolkata, the second largest city is the capital & the commercial hub of West Bengal .

-It is positioned with three international frontiers, i.e. Bangladesh, Nepal, and Bhutan making it a favourable destination in terms of trade prospects.

Other Strategic Issues

- For most retailers, the size of the target market and the location of the highest density of their target market will help determine where their business should be located.

- Estimates to determine size of target market

- Estimate max of customers eligible to purchase product or service.

- Estimate percentage of potential customers.- Estimate # times customers could purchase the

product or service in a year.- Estimate highest density of target market.

TARGETS• Working women(9-5) • Teenagers• Early nesters

Merchandise Assortment

Merchandise Assortment Planning is a key activity at Tanishq which involves

Identification of product attributes relevant to the customer’s choice process – This is done by central supply chain team, based on inputs from the store associates

Determining an appropriate assortment strategy for each merchandise category – This is done by central supply chain team by analysing sales history and inventory data

Development of Merchandise Assortment Strategy for each product category based on 2x2 Matrix of percentage contribution of sales vs. sales velocity

Based on Assortment strategy SCM team develop a preliminary assortment plan for each store with suggested product and inventory levels

Visual Merchandise

Visual Merchandising and display techniques

Attention-getting devices Colour plates Familiar symbols Making and proscenia

Sale ideas Fashion accessories Graphics and signage

Tanishq brand will continue to have perceived value pricing, though the premium paid will be a bit less to penetrate into the marriage gold market.

Offering special discount of 10% (shared equally between the franchise & the company) on jewelry purchased for the marriage. It will be signified as someone buying gold(or diamond converted to gold based on value) in excess of 100gm

Tanishq can save 7-11% margin earned by the franchisee through selling online and pass a part of the same to the online consumer.

Gold plus will continue to have value pricing and being a lucrative option for consumers looking for 22 karat gold in sub urban areas.

Pricing for the new men’s collection that will be launched next year will also be in line with our current perceived value pricing

Tanishq offers a wide product portfolio through its different collection and tries to cater all the segments according to segmentation followed in the present jewelry industry.

Basis of Segmentation Segments Collections

Style Traditional Gold Plus

Contemporary Aria, Accolades, Everydays

Fusion Fashion Earrings, Colors of Royalty, Moham

Occassion Weddings Wedding Collection

Special Occasion/ Festivals Moham, Aleya

Everyday Wear Everydays

Material Plain Gold 22k Wedding Collection, Gold Plus

Diamond Zoya, Diamonds Collection

Gems and Stone Studded Gold Colors of Royalty, Moham

Kundan and Polki Aleya, Kundan and Polki

Solitaire Solitaire

Mass

Premium

Popular

Tanshiq main competitors are Anjali jewelers, M.p. jewelers & Senco-Gold in that area.

Those company had already their own customer at that area, they provided good service quality about jewelers design & making charges.

Those company well maintain their existing customer & also royal customer.

Some small-middle level jewelary retail outlet stay hear. Some senior people always stay their local brand jewelers. Local brand jewelers businesses strategies is low-middle base customers, They focus mass marketing. Brand market wise Getanjali, gili, D’damas, asmi, nakshatra are main

strong competitor. Basically those brands are available shopper stop, pantaloon’s.etc at

Kolkata

 Tanishq has undertaken the following marketing initiatives:

Introducing Wedding/Heritage Jewellery. Celebrating important festivals. Customer schemes and other initiatives like category melas. Launch of “gold plus”. Unveiling the “colors of Royalty” in 2007. Providing quality assurance and introducing carat meter. Tanishq set up a seven member in-house design team and also

outsourced designs from freelance designers.

MARKETING MIX : PROMOTION

ADVERTISMENT

T V Advertisement : Tanishq focus on the emotional attachment in the advertisement like engagement, marriage and such other occasions.

Print advertisement : In Leading news paper and famine magazines are targeted to do the advertisement. In short they know their target market and hence do advertising as required.

Bollywood tie-up: Has done tie up with “Paheli”

where in the movie Ms Rani Mukherji was seen wearing Tanishq jewellery through out .

and in “Jodha Akbar” Movie where they launched a product line named Jodha Akbar.

Tanishq – Destination Store Layout

Tanishq – Store Layout

Golden Harvest Saving Scheme Exchange Policy in Tanishq Gift Vouchers Loyalty Programme Purity Check Giving gifts to everybody. Installment policy also available

en.wikipedia.org/wiki/New_Alipore www.google .com www.tanishq.co.in www.hoovers.com

RECOIL