tanishq - jrm

Tanishq: Positioning to Capture the Indian Woman’s Heart

Prepared by:

Jay R Modi

Evangeline Bays

Marwan Al-Qaydy

OVERVIEW

• Indian Jewellery industry• Tanishq and Goldplus SWOT analysis• Problem Analysis• Success Strategies• Financial Analysis• Recommendations

India’s Gold Jewelry Industry• Indian gold jewelry market ~ $12 Billion • Indian wedding jewelry - ~ 70% of jewelry

market• Wedding trousseau consisting of at least 5

pieces ~ $7500 (2008 Gold Price)where per capita income was ~ $1,089

India’s Annual Gold Consumption

The Rising Price of Gold

Gold Consumer Market Segmentation

Tanishq SWOT Analysis

Strengths• Capital• Flexibility• Innovative• Modern Style• Excellent & outstanding

advertisement strategy

Weaknesses• ‘Not for me’• Gold Purchase Rituals• Gold Perceptive

Tanishq SWOT Analysis

Opportunities• TATA Support• The Wedding Market• Globalization

Threats• GoldPlus• Local Jewelers• Gold Significance• Government Regulations

GoldPlus SWOT Analysis

Strengths• Marketing Strategy• TATA Support• Traditions & Values

Weaknesses• Limited Outlets

GoldPlus SWOT Analysis

Opportunities• Outlets• The Rural Market

Threats• Tanishq• Government Regualtions• Design Stealers• Vision of Undisciplined Boy!

Problem Analysis

• Heavy Competition• Failure of Gold watches• Failure to tap wedding Market• ‘‘Not for Me’’ perception• Internal conflicts between Tanishq and Goldplus

Successful Strategies

• Complete positioning• Introduction of studded Jewelery• Very high promotion• Pioneering the Karatmeter• Elimination of traditional middlemen

Jewelers Tanishq

Vendor or Middlemen Head Karigars

Head Karigars Unorganized Karigars

Unorganized Karigars

Traditional system Vs. Tanishq system

Graph showing the total sales of Tanishq from 1998-2007:

Recommendations

• Tanishq & GoldPlus, compliment each other• Understand their market territories & Characteristics• Capitalize their strengths• Cross Branding the market to own a larger share• Going Global and teaming up with Indian entertainment

products internationally