group 11 tanishq joseph

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Group-11

Joseph Robert-8018

Siby P Daniel-8049ThimmaiahAB-8055

Shamil Sathar-8046

Shyam Sunder- 8110

Group 11



Introduction• India is trailing behind USA with 8-9% in

the world jewellery market

• Indian jewellery market is estimated at Rs75,000-crore in 2008-09

• Share of branded jewellery is 5%

• Peak sales at festival seasons andmarriages



Introduction to Tanishq

• Pioneered the concept of branded jewellery in

India

• Division of Tata Industries Ltd, started in 1995

• India‟s largest, most desirable and fastest

growing jewellery brand with 104 stores in 71

cities

• Tanishq has one of the world‟s most modern

factories



Introduction to Tanishq

• Challenged the age-old jeweller‟s word with

TATA‟s guaranteed purity

• Introduced technology-backed challengegoverned by individual trust

• Introduced professional retailing in the

unorganised Indian jewellery bazaar



Target audience

• The target consumer, of Tanishq is the young

independent woman aged between 25-35years, who loves to wear the trendy, light

varieties of jewellery as part of the general

attire.• Different variants within the brand itself each

targeting a specific segment of consumers



Segmentation

• Psychographic Segmentation

People who love the modern, sophisticated jewellery

designs- „Design accolade‟, „Aria‟, „Moham‟ and „Zoya‟

People who love to wear traditional jewellery designs- Colours of Royalty‟, „Kundan and Polki‟ and „Fashion

Earrings‟

• Demographic segmentation

Life Stage

Price segmentation



Aria

Colors of Royalty

Moham

Tanishq Design

Accolades

The Tanishq Collections



Zoya

Kundan and Polki

Wedding Collection

Diamond Collection

Fashion Earrings

The Tanishq Collections



Positioning

• Initially Tanishq positioned itself as branded jewellery that was “modern, international andsophisticated in outlook and design”

• Changed the brand positioning to traditionalIndian jewellery with 22- 24 carat ornaments

• Tanishq positioned itself on the pure goldfront

• A recent repositioning strategy has been the'Revitalizer of Tradition'



Promotions

• Pond‟s Femina Miss India crown

• „World‟s Smallest Bhagwad Gita close to your heart‟

• 11=12 scheme

• Films- Paheli and Jodhaa Akbar

• Annutara membership

• Brand ambassador• Free Gold Coin Offer

• Purity check campaign



Tanishq’s Showrooms



Asin the brand ambassador



Competitor Analysis

• Gitanjali group

• Carbon

• TBZ• Bhima

• Alukkas

• Others – ( Regional players like GRT Chennai,Mehrasons Delhi, CK Chetty & Sons

Bangalore etc.,)



Gitanjali Group

• 11 brands catering to various categories

• The Gitanjali Group is the major competition

for Tanishq among branded jewellery.

• Gitanjali is positioned as a life style product by

the customers--“From occasionally, to the

need of every occasion". The company tries

to portray itself as a lifestyle product ranging

from affordable to luxury wear.



Gitanjali group



Carbon



Carbon

• Branded player – About 2% in the branded

jewellery segment.

• Well-paid urban professional, 24 to 40 years

old

• Only available in `shop-in-shop' outlets in

large lifestyle stores (such as Shoppers Stop,

Ebony, Globus, The Bombay Store, Lifestyle

and Taj Khazana)



TBZ



TBZ

• Market share - 5% in the branded jewellery

market

• “The Original”-145 years in the market

• Promotions- ORRA has consistently been

designing jewellery for the Bollywood as well

as Hollywood actors.



Bhima

• One of the major regional players in South

India

• -“Bhima Gold...Pure Gold”

• Target audience-marriage segment;

- newly to-be-bride and groom

• Mens line and kids section



Bhima



Alukkas



Consumer Insights Exploration

for Tanishq

• Methodology

– Visited 3 Tanishq stores

– Casual conversations with customers

– Ten in depth Interviews with select customers

• Interview framework & areas discussed in theconversation with customers

– Background and family structure – Typical daily schedule

– Belief system and attitude



Insights Exploration

– Aspirations, Ambitions, Fears, challenges, dreams, Goals – Buying behaviour for jewellery

– Frequency of purchase

– Type of jewellery purchased

– Reason for purchase & who takes purchase decision – Branded or Unbranded

– Experience with Tanishq

– Why Tanishq?

– Positives & Negatives – Would you recommend Tanishq?

– Why not Tanishq

– Others ( Questions based on buyer behaviour of diamondsetc.,)



Brand Image

• Tanishq is seen as a sophisticated and modern

jewellery

• Tanishq is over priced

• Known for its quality & trust

• Heavy purchases for wedding not made from

Tanishq

• Bulk purchases for wedding always made by

mother/mother-in-laws of the bride.



Consumer Insights

• During wedding, only few wedding ornamentspicked up from Tanishq

• Tanishq ornaments mainly bought for style/brand

factor, for gifting purposes etc.• Customer service is generally well received and

appreciated

• Not the first choice for purchase of gold ordiamonds

• Traditional jewellery wins over Tanishq in termsbulk purchases



Sample customer profile

• Name : Sarah T – Occupation: Working in HSBC

– Is a graduate in fashion designing and worked

as a model for sometime

– Highly fashion conscious. – Sees herself as a very independent woman.

– Hopes to revive her modeling career.

• Believes Tanishq possesses the following qualities:

– Very fashionable jewellery. – Relates to the brand because of its high fashion consciousness.

– Likes all off the collections of Tanishq.

– The high pricing is because of the quality of gold that Tanishqgives and ensures.



• Reasons for not purchasing from Tanishq:

– Recent loss of job.

– Saving money to reignite modelling career.

• Customer observations:

– Tanishq jewellery is very classy and stylish. – Best suited to the new age woman.

– Highly recommended brand but do not purchasefrom Tanishq for wedding purchases



Nodal Association Map for Tanishq

(Customer Perspective)



Brand personality for Tanishq

• Tanishq's brand personality can be described

as sophisticated, upper class and feminine in

nature

• Under the big five brand personality scale,

Tanishq is a mixture of sincerity (wholesome:

original, genuine) and sophistication (Upper

class, charming: feminine, smooth, sexy,gentle).



Problem Definition

• Facing tough competition

• Seen only as a modern jewellery and everyday

wear

• Tanishq is rarely considered for marriage

jewellery purchases

• Failed to connect with the mothers of brides



Branding Solution

• Should communicate as “Take the wedding, Beyond the wedding”

• Attract mothers of the brides to come to

Tanishq and make them feel proud for havingpurchased jewellery from Tanishq for herdaughter‟s wedding

• Mothers of the brides should feel guilty if theyare not purchasing jewellery from Tanishq

• Identifying “moments of purchase”



“Taking the wedding beyond the wedding”

• Giving gifts for wedding purchasers in everywedding anniversary.

• Lucky winners get Honeymoon packages in

Taj Hotels.

Integrated Marketing

Communication



Integrated MarketingCommunication

• Sponsor events related to wedding in television

• Form an online forum to discuss about

jewellery purchases for wedding etc.

• Advertise in matrimonial sites and tie-up with

them to send personalised e-mails & SMS for

wedding purchasers

• Watch out for any celebrity wedding and cash

in on the same



Integrated Marketing

Communication

• Radio spots in ladies special programmes.

• Print ad campaign in regional as well asnational/international women magazines

• Outdoor campaign which says “Wedding is

incomplete without Tanishq jewellery”



Conclusion

• Changing business environment

• Falling sales, aggressive competition in the

branded and the growth of existing strong

regional players

• Branding exercise and integrated marketing

approach required

• Focus on wedding purchases

• Moments of purchase creation



THANK YOU

group 11 tanishq joseph

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