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
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