Presented By:-
MANASA REDDY
ASMAT
NAUFAL
SAI KRISHNA
INTRODUCTION
• Tanishq is currently the most prominent jewellery brand of India, and it pioneered the concept of branded jewellery and ornaments in India.
• Targeted a more Western consumer evoking a “Nice, but not for me” reaction
• Tanishq, established in 1995, challenged the established family jeweller and introduced new rules in precious jewellery
• Tanishq at first introduced 18 Kt gold jewellery advertising 18 Kt as the 'international standard.'
• Tanishq introduced innovations like Karatmeter, the only non destructive means to check the purity of gold
MARKET STRUCTURE.
Initially with a focus on the export market, its designs were predominantly Western, and the same line of jewellery was sold in India as well.
Therefore the first step was to change the brand positioning from that of an elitist and Westernized offering to a more mainstream, Indian one
. The 18-carat jewellery range was expanded to include 22 and 24 carat ornaments as well.
Tanishq also made attempts to redefine traditional styles in its designs. Tanishq realized that, given the diverse nature of Indian ethnicity, it would have to cater to tastes of all regions
SEGMENTATION
• Niche Marketing – After its inception in 1995 focus on exports, Tanishq's designs had been conceptualized for
the Western markets and were introduced in India without any alterations. Tanishq positioned itself as an international brand for the Indian elite. The brand was targeted at a niche market (However they later on started targeting the mass marketing since 1997).
• Psychographic Segmentation– Life Style: Tanishq has found that 40% of the Indian women are working and they targeted
this segment with a specific group of products called collection-G, a 9-to-5 jewellery for the working women.
• Geographical Segmentation– Titan realized that, given the diverse nature of Indian ethnicity, it would have to satisfy the
tastes of all regions. So, the designs became more ethnic. Titan also decided to transpose designs by stocking Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety of people.
TANISHQ IDENTITY CRISIS
• Sold to a more westernized audience evoking “Nice but not for me reaction”
• Underwent several strategic retooling to reach “the traditional but modern Indian woman segment”
• Focused primarily on studded jewelry but grappled with the 18 karat vs. 22 karat issue
• The setting of their stores intimidated the Indian consumers
• They had always positioned themselves as “Jewelry for adornment and not for investment”
• Despite several repositioning attempts the brand was perceived as too expensive and unapproachable
RE-POSITIONING STRATEGY
• Daytimes, diamond based collection was launched as affordable, • casual, young and contemporary • •Colors- colored jewellery corrected the impression of Tanishq • having only modern designs • •Aarka positioned Tanishq as high fashion 22-karat gold collection • •Aamra, a collection of studded jewellery was an attempt to move • Tanishq from being a traditional studded collection inspired by • mango motif • •Designed jewellery for the movie Paheli and subsequent • incorporation of the themes in TV ads which echoed Paheli theme • acted as a springboard for Tanish
BRAND POSITIONING
• PROMISE OF PURITY AND A UNIQUE EXPERIENCE
• Trust
• Luxury
• Superior Product
7Ps of Marketing
Tanishq
Product
Place
PricePromoti
on
People
Process
Physical Evidence
PEOPLE
Designers & Management trainees from premiere
institutes
Performance /Competency linked career growth Path at
management and manufacturing level
Karigar Park• Karigars work exclusively for
Tanishq• Provides tools & raw
materials• Better hygiene and medical
facilities
PROCESS
DCCP(Direct Consumer Contact Program)
CSMM(Customer Satisfaction Measurement Management)
CSP (Customer
Support
Program)
PHYSICAL EVIDENCE
Experience• Showcasing• Surround
effect• Speaking
effectively• Zoya: stores
for differential premium segment
Heritage• Architecture
inspired by heritage
• revitalizing traditional Indian Jewellary
Trust• They even
have gold meters where one can check the purity of gold.
Generic Business Level Strategy