1. INTRODUCTION

1.1. An Overview of the Indian Jewellery Market:

The gems and jewellery industry occupies an important position in the Indian economy. It is a

leading foreign exchange earner, as well as one of the fastest growing industries in the country.

The two major segments of the sector in India are gold jewellery and diamonds. Gold jewellery

forms around 80 per cent of the Indian jewellery market, with the balance comprising

fabricated studded jewellery that includes diamond and gemstone studded jewellery. Besides,

India is world's largest cutting and polishing Industry for diamonds, well supported by

government policies and the banking sector with around 50 banks providing nearly $3 billion of

credit to the Indian diamond industry.

Gold and precious gems have played a pivotal role in the Indian social fabric and economy.

Precious gems and jewellery are a part and parcel of Indian traditions and customs. Gold has

traditionally been valued in India as a savings and investment vehicle and even today, continues

to be the second most popular instrument after bank deposits.

Gems and jewellery is one of the fastest growing sectors in the Indian economy with an annual

growth rate of approximately 15 per cent. The gems and jewellery industry accounts for nearly

20 per cent of the total Indian exports and employs over 1.3 million people, directly or

indirectly.

The Gems and Jewellery (G&J) market essentially comprises of sourcing, processing,

manufacturing and selling of precious metals and gemstones, such as, Gold, Platinum, Silver,

Diamond, Ruby, and Sapphire etc. The G&J market is a significant contributor to the Indian

economy, based on the size of the domestic market and through its contribution to the

country’s exports. India is the largest consumer of gold (around 20 percent of global

consumption) and also the largest diamond processor (around 90 percent by pieces and 55

percent by value of the global market).

1.1.1 Key Brands in the Indian Jewellery Segment:

The following are some of the major brands in the Indian Jewellery segment:

Gili: In 1994, Gili Jewellery was established as a distinct brand by Gitanjali Jewels, soon after the

abolition of the Gold Control Act by the Indian government. Gili offered a wide range of 18-

carat plain gold and diamond-studded jewellery.

Tanishq: In 1984, Questar Investments Limited (a Tata group company) and the Tamil Nadu

Industrial Development Corporation Limited (TIDCO) jointly promoted Titan Watches Limited

(Titan). Initially involved in the watches and clocks business, Titan later ventured into the

jewellery businesses and started its jewellery division under the Tanishq brand.

Carbon: In early 1991, the Bangalore based Peakok Jewellery Pvt. Ltd., (Peakok) was

incorporated. In 1996, within the Peakok fold a new brand of 18-carat gold-based jewellery

called Carbon was launched.

Oyzterbay: Oyzterbay which began operations in March 2001 seeks to build a national brand in

the jewellery industry in India and aspires to be the largest branded jewellery company in the

country with a chain of 100 stores and several hundred-distribution points.

Trendsmith: Mumbai-based Tribhovandas Bhimji Zaveri (TBZ), which had been in the jewellery

business since 1864, saw tremendous scope in the branded segment and opened its new

concept store 'Trendsmith' in Mumbai in December 2001.

1.1.2 Jewellery Retail Sector:

The Indian gems and jewellery market continues to be dominated by the unorganized sector.

There are over 2.5 million jewellery shops in India and most of them are family run. However,

with the Indian consumer becoming more aware and quality conscious, branded jewellery is

becoming very popular and the market for branded jewellery is likely to be worth US$ 2.2

billion by 2010. With an increasing number of jewellery houses entering the branded jewellery

sector, retail of jewellery is becoming organized. Moreover, the government allows 51 per cent

foreign direct investment in single brand retail outlets, attracting both global and domestic

players to this sector.

2.ABOUT TANISHQ!!!

2.1. Vision: To be the most desirable jewellery brand for Indian women.

2.2. Mission: We will continuously create wealth for all our stakeholders, by transforming the

jewellery business and by being the gold standard in design, shopping experience and ethical

practices.

2.3. Values:

Integrity: we shall be true to ourselves and fair to others

Respect: every individual is an equal partner

Passion for excellence: we shall have boundless enthusiasm to do the best

Customer centric: customer shall be foremost in everything we do

Innovation: we shall challenge in obvious and the safe.

3. COMPANY PROFILE:

Tanishq is India's largest, most desirable and fastest growing jewelry brand. Started in 1995,

Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the TATA group,

India's most respected and widely diversified business conglomerate.

Tata group is one of India’s largest and most respected business groups. It is India’s largest

industrial conglomerate. Jamsedji Nusserwanji Tata laid the foundations of Tata Group in 1868.

The current chairman of Tata group is RATAN TATA The Tata Group comprises 114 companies

and subsidiaries in 7 business sector, 28 of which are publicly listed. Companies which form a

major part of the group include Tata Steel, Tata Motors, Tata Consultancy Services, Tata Tea,

Tata Communication, Titan Industries etc. Its Tata Steel unit is India’s largest private steel

maker. Auto makers Tata Motors made big news with its ultra cheap Nano car and its

acquisitions of Land rover and Jaguar from Ford in 2008.Tata Power is the largest private power

utility in India, Tata Communications provides international telephone network services, Tata

Consultancy services provides outsourced business services, Tata tea is one of the world’s top

tea producers and owner of the vulnerable Tetley brand. Tata group is managed through India’s

first cancer hospital, the Tata Memorial 1941. Tata Group has operations in more than 85

countries across six continents and its companies export products and services to 80 nations. In

1970, Tata McGraw-Hill Publishing Company was created to publish educational and technical

books. With the increasing international footprint of Tata companies, the brand is also gaining

international recognition. Brand finance, a UK based consulting firm, ranked the brand as 51 st

among the world’s top 100 brands and Business Week magazine ranked Tata 13th among 25

most innovative companies. In 2001, Tata entered into insurance business in joint venture with

TATA AIG. 2009 annual survey by reputation institute ranked Tata group as the most reputed

company in the world, which included 600 global companies.

Titan Industries is a joint venture of Tata Group and Tamil Nadu Industrial Development

Corporation (TIDCO) in 1984. It is world’s 5th largest wrist watch manufacturer and India’s

leading producer of watches under the Titan, Fastrack, Xylys, Sonata, Nebula, Raga, Regalia and

Octane brand names. Its product portfolio includes watches, accessories and jewellery, in both

contemporary and traditional designs. It has got two most recognized and loved brands under

its credit i.e. Titan and Tanishq. Bhaskar Bhatt is the Managing Director of Titan Industries.

Titan watch division was started in 1987. In India it was third after HMT and ALLWYN. Till 1998

it was with a joint venture with Timex. It is sold in around 20 countries through marketing

subsidiaries in London, Aden, Dubai and Singapore. Titan watches have its manufacturing

facilities in Hosur, Dehradun and Goa. It has manufactured the world’s slimmest wrist watch-

The Titan Edge. Titan industries transformed the Indian watch market with Titan Quartz which

has an international look and then Sonata which is a stylish watch in affordable price. It reaches

the youth segment with its stylish and trendy watch Fastrack. Titan industries bought the

international brand in the Indian market such as Tommy Hilfiger, Hugo Boss and Xylys.

Titan Industries manufactures precious jewellery under the brand name of Tanishq, which is

India’s only national jewellery brand. Its factory is located in Hosur, Tamil Nadu. Gold Plus

focuses on semi urban and rural India. Zoya is the latest retail chain in luxury segment.

Titan started its Precision Engineering Division in 2002. It has become one of the leading

manufacturers of precision parts for Automation and Aerospace industries. Titan Automation

Solution, a part of precision engineering division is a leading automation solution provider for

all kind of industries

Titan Industries has launched the Titan Eye+ chain of world class optical stores in 2007. Titan

Eye+ offers frames, sunglasses and accessories of Titan Industries in house brands as well as

other premium brands.

Titan Industries has received several prestigious awards and distinctions, over the years.

The most admired Time wear Brand of the year 2009 for 9th successive year for Titan

and most admired Jewellery Brand of the year for 7th consecutive year for Tanishq.

Both Titan and Sonata features in the top 100 brands-2009 in the annual survey

conducted by Economics Times. Titan is ranked 4th while Sonata stands at 86th position.

Titan is ranked No.1 in the consumer durables category.

It bagged 24th position across all industry categories and 1st position in Retail Industry

category in Economics Times.

TANISHQ is a prominent brand of India. It started the concept of branded jewellery and

ornaments in India. It is a division of Titan Industries Ltd. The name has been formed by

combining “Ta” (1st two letters of Tata) and “Nishk” (meaning gold coin or necklace in Sanskrit).

Tanishq is India’s largest jewellery brand with a wide range of jewellery in 22 karat pure gold,

studded with diamonds or colored gems in 18 karat gold and platinum jewellery. Tanishq has

currently 116 stores in 75 cities. Besides it is accepted as 7 th most accepted brand in terms of

acceptability of the brand worldwide.

Tanishq was established in 1995 and it challenged the prevalent family jewelers in India. Its

factory is located in Hosur; Tamil Nadu which spreads over 1, 35,000 sq. ft. Tanishq spread

awareness to the public about alleged impurity in gold jewellery across India. Tanishq

introduced innovations like Karat meter, the only non destructive means to check the purity of

gold and machine made jewellery. It is a tool that helped customers judge the quality of the

gold in every Tanishq outlet. It is a certified division under the ISO 9001:2000 Quality

Management System Standards. Its growth has transformed Titan into the largest integrated

jewellery manufacturer and outsourcing company in India.

Tanishq is a trustworthy, popular jewellery brand from India’s largest integrated jewellery

manufacturer. Tanishq appeal lies in the wealth of its design and purity of gold. It had created

its own position in the marketplace and has created trust in customers. The associations with

Bollywood blockbusters like Paheli and Jodha Akbar and The 2003 Miss India beauty pageant

have enhanced the brands appeal, lending it an aura of elegance and grandeur.

The fact that it belongs to the Tata family assures the customers that with Tanishq, all that

glitters is certainly gold. The brand has created its own tradition of retail business. Tanishq is

more than just a jewellery brand; it’s more of an emotion. The pull factors for the footfalls in

Tanishq have been trust, reliability, designs and shopping experience. Tanishq store has a

friendly environment due to its manner of display, ambience, salesperson behavior, the

showcasing of new collections. Tanishq jewellery is a blend of traditional values and modern

outlook.

Zoya, by Tanishq is a chain of luxury jewellery boutiques which targets elite, discerning ladies

seeking designer wear of international standards. Zoya is a best-in-class shopping experience.

Zoya creations are world-class in terms of quality and have been crafted in India and abroad. It

boasts the finest quality in India and is on par with the best in the world. Zoya stores are

located in Delhi and Mumbai.

For semi urban and rural population, Tanishq has started Gold Plus chain of stores in 2005. This

are positioned to serve 22kt gold wedding jewellery market. The jewellery design at Gold Plus

store is traditional and they give emphasis on regional taste. Till now gold Plus has its presence

in 21 cities.

3.1. ORGANIZATIONAL STRUCTURE:

MD (Managing Diector)Mr. Bhaskar Bhatt

COO(Chief Operating Officer)Mr. C. K. Venkatraman

VP (Vice President)Mr. Sandip Kulhali

GM (General Manager)Mr. Saumen Bhowmik

RBM (Regional Business Manager)

Mr. Dwaipayan Sen

ABM (Area Business Manager)

Mr. Rajdeep Sarkar

SM (Store Manager)

Ms. Kalpana Kalita

RSO (Retail Sales Officer)

5. UNDERSTANDING THE MARKETING MIX OF TANISHQ:

5.1. UNDERSTANDING TANISHQ PRODUCT LINE: Tanishq has three products under its

product line:

Gold

Diamond

Platinum

TANISHQ GOLD: In gold Tanishq have:

Half Set (necklace + earring)

Full Set (necklace + bangles + earring)

Bangles

Chains

Mangalsutras

Finger Rings

Earrings

Pendants

Bracelets

Maang Tika

Necklace

Kanauti

Ja2p ( earring + pendant)

Open polka

Kundan Polki

Gold coins

TANISHQ GOLD COLLECTIONS

TANISHQ DIAMOND : No gemstone expresses human emotions more powerfully than a

diamond.

In diamond Tanishq have:

Half Set (necklace + earring)

Full Set (necklace + bangles + earring)

Bangles

Mangalsutras

Finger Rings

Earrings

Pendants

Bracelets

Necklace

Ja2p ( earring + pendant)

TANISHQ DIAMOND COLLECTIONS

To judge a diamond there are some criteria’s to judge a diamond which is called 4C’s of

diamond. 4C‘s help explain why one diamond ca appear more beautiful than the other. The 4C’s

are: Clarity, Colour, Cut, and Carat. Cut is the only C of 4C of a diamond that is influenced by

the human made. The rest i.e. Carat, Colour, Clarity are created naturally as diamonds form in

the earth. At Tanishq we ensure that the most ideal cut diamonds are used i.e. the Round Cut.

Tanishq diamonds are certified by its own team of skilled gemologists, expert trained at GIA

(Gemological Institute of America). The authenticity of each diamond is based on the GIA

standard, the highest measure for diamond grading in the world. When exchanged Tanishq

provides you with the current value of diamonds, hence you will get the benefit of appreciation

over a period of time.

Tanishq diamonds come with a certificate of authenticity, stating the cartage, colour and clarity

of the stone, to enable you to know exactly what you are paying for. The gold used in diamonds

is of 18kt which includes silver and copper along with gold. In diamond only 18kt gold is used

because if more carats will be used than gold will become soft and it will not be able to hold

diamond. The best cut is known as brilliant cut.

TANISHQ SOLITAIRES: A single diamond which is equal to or more than 48 cents is a solitaire. A

solitaire is a celebration of royalty. The brilliance of a solitaire comes from its ideal cut i.e. the

round cut. Every solitaire is certified for its cut, clarity, colour and carat.

Tanishq also have other stones other than diamonds. These include: cats eye (which is green in

colour); topaz (which is yellow in colour); blue sapphire; yellow sapphire; emerald; ruby; red

coral; pearl.

TANISHQ PLATINUM: Tanishq platinum can be described in three words:

Pure: Platinum purity endows it with a brilliant white luster. This helps to reflect the

true radiance of diamonds. Platinum is 95% pure. Platinum jewellery does not fade.

Rare: Platinum is rare and it is found in very few places around the world. This metal is

30 times rarer than gold. Its rarity makes it exclusive and distinctive.

Eternal: Platinum jewellery is the perfect choice for a lifetime of everyday wear. The

scratch on a platinum piece does not affect its volume. Some of the world’s most

famous gems are set in platinum such as Kohinoor diamond.

Tanishq platinum represents excellent value for money. The price is higher than gold approx. 3

times higher than gold but platinum is pure, rare, enduring, beautiful, luxurious, classic, and the

perfect for diamonds. Its icy white brilliance makes it a perfect accent to rubies, sapphires and

especially diamonds. Its strength is ideal for holding gems firmly in place. Platinum jewellery is

most often 95% pure alloyed with 5% indium or palladium. Platinum does not scratch easily and

thus does not thin with age.

TANISHQ PLATINUM COLLECTIONS

One more collection of Tanishq is the Glam Gold collection. The collection is carved in 22kt and

is a combination of exquisite Cuttack wirework with Jaipuri enamel and Kundan. It has got a

simple yet contemporary and geometric style. It is a daring fusion of different looks and

techniques. Its range includes earrings, necklaces, brooches, waist belts, back ornaments, arm

bands and shoulder ornaments.

TANISHQ GLAM GOLD

5.2. LOCATING TANISHQ (PLACE): Tanishq had its first showroom in Chennai in 1996.

Today it has 115 stores in 76 cities. Out of 115, 35 are company boutiques, and the rest are

owned by franchisees.

Corporate Office:

Tower A

Golden Enclave Airport Road,

Banglore-560017

Regional Office (East):

Block C, 8th floor,

Apeejay House 15,

Park Street,

Kolkata-700016

Regional Office (West):

The Metropolitan, 9th floor

Plot No.C-26/27, Bandra-Kurla Complex, Bandra

East Mumbai-4000051

Regional Office (North):

2A, Old Ishwar Nagar

Main Mathura Road

New Delhi

Regional Office (South):

Mitra Towers

#10/4 Kasturba Nagar

Banglore-560001

Factory:

No.29, Sip cot Industrial Complex

Hosur-635126

Tamil Nadu.

5.3. UNDERSTANDING TANISHQ PRICING:

Tanishq is a premium brand because of several factors like high purity, design strength, etc…

Besides, the pan-India presence also puts Tanishq in the premium segment. Hence, Tanishq

follows premium pricing for most of its products as it not only signifies Tanishq as a premium

brand, but also gives the customer a feeling that they are buying something which is expensive

thus adding a delight to the purchase. These prices vary depending upon the gold rates which

keeps on changing.

However, a strategy which makes Tanishq different from its prime competitors is that they also

offer some products like rings, ear-rings etc with economy pricing, thus making the brand

affordable to common man also and keeps the brand closer to the hearts of the people.

5.4. HOW TANISHQ PROMOTES: Promotion acts as a vitamin to any business and the

same is applicable to Tanishq. The different brands use different promotional strategies for

promotion. Tanishq follows two types of strategies for promotion: ATL & BTL.

ATL: Above The Line promotion is a type of advertising for mass audience through

media such as television, cinema, radio, print, web banners etc. ATL promotion can

establish brand identity. This type of communication is conventional in nature. In short

everything done prior to a customer’s actual entry into a retail outlet is ATL for those

retailers. Under ATL Tanishq did Wedding space and Akshay Trithia.

BTL: Below The Line promotion targeted at individuals according to their needs and

preferences. BTL lead to sale. A BTL promotion refers to forms of non media

communication or advertising. BTL technique involves sales personnel deployed at retail

stores near targeted products. Tanishq offers various other discount schemes and offers

from time to time as a promotional strategy. Apart from this Tanishq actively celebrates

various events and occasions like Mother’s Day, Doctor’s Day, Environment Day,

planned for wedding tie ups etc which brings the brand closer to the hearts of the

customer thus contributing to excellent brand promotion.

The strategy of Tanishq in advertisement is also very simple as it believes in including common

faces in its ads rather than the celebrities thus supporting the idea that Tanishq is common

man’s special brand. The punch line of the brand “Diamonds of Class!” in itself is a very bold

statement.

Although Tanishq is an umbrella brand of TATA, in very less time it has made its own

independent identity in the eyes of the customers and this has been possible only by its

excellent promotional strategies.

Promotion can be sub-divided into the following:

1. Advertising

2. Sales promotion

3. Public relation

4. Direct marketing

As stated above these are some of the different ways of promotion mix.

5.4.1 Advertising by Tanishq

Tanishq's marketing and promotional strategies have been equally trend-setting. It uses a 360o

approach in creating brand equity and a persona of purity, style and exquisiteness. Be it the

talking billboards in their storefronts enticing customers to walk in, or the crowns it has been

designing for the Ponds-Femina Miss India contest, Tanishq's marketing moves have panache.

Their new campaign 'the emerging Indian woman' gracefully blends the traditional and the

modern.

ADVERTISING

Ms Karishma Kapoor the bollywood actress is the brand ambassador of the Product Tanishq.

1. TV Advertisement : Tanishq focus on the emotional attachment in the advertisement like

engagement, marriage and such other occasions. The following example describes it in

detail.

Mother Says it Best with ‘Tanishq’ Jewellery

Charmed!’ is the first word that comes to mind while seeing the advertisement for Tanishq’s

‘Wedding Jewellery’ collection. The ad is one of the most well made and well executed

advertisements of recent times. It is one of the few advertisements which fulfill both the

parameters of simplicity and creativity in a rather proficient manner.

Tanishq has always been known to create something out-of-the box for its products, but

this ad definitely stands atop the others. The 60-second ad stands out of from other ads

where models are shown swathed in jewellery from head to toe. This advertisement has in

fact managed to actually bring forward the essence of the brand in itself without deviating

in any regard.

The ad-makers have very sensibly taken up ‘marriage’ as the plot, which connects with the

majority of the audience. It has been segmented in such a manner that every part reaches out

to almost all sects of the audience. The ad shows a father trying to convince her daughter for

marriage. On refusal, the rather clever and tactical mother who knows-best-how-to convince

her daughter takes her to a Tanishq showroom. The girl falls for the beautiful jewellery; but

gets disappointed when the mother refuses saying that the jewellery is wedding jewellery, and

so was not required. In the last part the girl indirectly agrees for marriage and the mother

messages the father saying “25 saal ho gaye, par aurat ke bare mein kuch nahin seekha!”

(even after 25 years, you haven’t learnt anything about women).

The emotions portrayed are simple and unambiguous, and in a way are very naive. Ads which

strike a chord with human emotions definitely stand out as compared to those which rely on

fantasies. Without any visible bragging, the ad very subtly puts across the fact that their

jewellery can make a difference. Also, the cast of the ad-film is well chosen. Arundhati Nag,

known for her natural and effortless acting, has proved her stance as an actor once again via

this 60-sec act. This advertisement has won accolades from the audience as well as from the

advertising bigwigs.

Overall, this Tanishq advertisement is impeccable and well sketched, and caters well to the

major fundament of advertising, which is ‘connecting with the audience’.

2. 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.

3. Bollywood tie-up : Has done tie up with Paheli where in the movie Ms Rani Mukherji was

seen wearing Tanishq jewellery through out.

The Media Solution and Execution:

MATES planned and executed the following integrated marketing plan:

• Special Line of Tanishq jewellery using the look of the film: Tanishq designed a special

line of jewellery taking into consideration the script and background of Paheli. The

various pieces created by Tanishq were worn by all the actors through the entire

duration of the movie. . Never before was a jewellery collection of this magnitude made

and launched using the medium of cinema. The jewellery was displayed throughout the

film from its first frame to the last. There were special moments in the film created

around a particular jewellery item keeping in mind that the scenes could be used in

creating the TVC.

• Joint Promotion (sponsored TVC) of Tanishq and Paheli: A joint TVC was created which

featured key moments from the movie where Tanishq jewellery was worn by Rani

Mukherjee and Shahrukh Khan. The key message in the TVC was to introduce viewers to

the new collection and invite them to Tanishq stores to experience it. This TVC was aired

widely across all mass entertainment channels. Also, campaign extended to outdoor,

ground and in-store promotions, to promote the new collection inspired from Paheli.

• Point of Sales Promotions: Tanishq created special theme décor around the release of the

movie at their various outlets. The shops were decorated using the Paheli theme with

film posters, facades, pneumonic like puppets, bandhanis etc. The special collection was

showcased prominently within the store. Special brochures and design catalogues were

printed with Rani’s pictures adorning the collection. All buyers were given their

jewellery in specially created ‘Paheli’ boxes along with a personally signed letter from

Shahrukh Khan, asking the buyer to experience the grandeur of Rajasthan.

• Events and Programs: The association was further strengthened with the director of

Paheli, Amol Palekar, launching the collection at a special press conference in Delhi. The

program, “Making of Paheli” featured Tanishq marketing Head, Ruchira Puri, speaking

about the association. Also, the opening credits of the film acknowledged Tanishq’s

contribution.

ANALYSIS, RESEARCH AND RESULTS:

• The joint TVC was immensely successful and all the pieces created were sold out. Due to

the success of this line, some of the designs have become a part of Tanishq’s regular

repertoire.

• The Paheli collection was launched with approximately 130 designs of the core collection

and 60 designs of the allied collection. All the pieces created were sold out and now the

designs have become a part of Tanishq’s regular repertoire. The average cost of each

piece was Rs. 75,000/- , hence the total avg. min revenue of Rs. 1.42 Cr. was generated.

• The sponsorship cost yielded the following multiple benefits for Tanishq:

1. TVC created from Infilm with the actors wearing the brands product, to run on

mass channels

2. Creative of 21/2 hours, i.e. exclusive presence in the film Paheli for its entire

duration, which will showcase on all the vehicles that the film showcases on.

3. Direct and Indirect endorsement by Shah Rukh Khan, Rani Mukherjee, Juhi Chawla

& others.

4. Point of sales promotion through facades, posters, movie memorabilia, outlet

decorations, special packaging, etc

5. Association of Tanishq for special events like launches and coverage on “Making

of Paheli”, and front film credits.

6. Sale worth app. Rs. 1.42 cr.

In Jodha Akbar Movie , Tanishq launched a product line named Jodha Akbar.

Tanishq spent two years crafting jewellery for historical magnum opus Jodha Akbar. Through its

jewellery, Tanishq captured the opulence and glory of the Mughal era. This collection has had

an immense customer impact.

Tanishq, a leading jewelry brand, unveiled the exotic jewelry worn by Aishwarya in Jodhaa

Akbar. The imperial dressing styles during the Mughal era has been recreated by Tanishq.

Around four hundred kilograms of gold, emerald, pearls, ruby, tourmaline, jade stones have

been churned out by two hundred craftsmen.

Aishwarya who plays 'Jodhabai' in the film is seen dressed in precious jewelry pieces which

encompasses the 'sarpech' (feather pin), 'archer's ring', 'arsi' (mirror ring), 'bhor' (head jewel

like in Indian tikka) and 'hansali' (choker). The wedding set weighed around three and half

kilograms and took a real toll on Ash when she had to wear it. Moreover, there was huge

investment done by Tanishq as the jewelry in total weighed three-hundred kilograms and 13

and 8 ensembles were made for Ash and Hrithik respectively

5.4.2 SALES PROMOTION SCHEMES OF TANISHQ

1. Tanishq launches ‘Free gold coin offer’ campaign (July 19, 2008).This novel offer entitled customers to gain a 0.5-gram gold coin free on their purchase of

every 15 grams of plain gold jewellery or diamond jewellery worth Rs. 10,000/- and

above. This offer was valid from 18th July – 10th August 2008 across all Tanishq

Showrooms in Mumbai.

2. Tanishq is a perfect gift for your sister! (August 18, 2007)

Tanishq, India's most innovative jewellery brand unveiled 'Everydays', a refreshing

range of daily wear diamond jewellery celebrating the beauty of modern day women.

Embodying the spirit of woman, the Everydays collection brought about a paradigm shift

in the adornment of diamond jewellery in the country. The new collection redefined the

general perception that diamonds are expensive and occasional. It is an ideal gift for the

sister in Raksha Bandhan.

3. Celebrate DHANTERAS with exquisite jewellery from Tanishq (October 10, 2006)

Dhanteras, the festival of bounty, is considered an auspicious time to make valuable

purchases and Tanishq provided consumers a chance to experience the pure joy of

exquisite precious jewellery.

Tanishq presented the glitter gala in Dhanteras with a unique 'Freeze Your Gold Price'

scheme. Since the prices of gold were expected to rise during the festival season,

Tanishq introduced an innovative Festive Pre-Booking scheme whereby consumers can

freeze the rate of gold they wish to purchase.

This offer provided customers the most competitive gold prices since it allowed them to

hedge the rising prices of gold by pre-booking the jewellery by paying 25 percent of the

total purchase amount in advance.

Recent Sales Promotion Schemes

Tanishq, the country’s most prominent gold and precious jewellery of brand, which has

deservedly been credited for pioneering and promoting the concept of branded jewellery in

India, is expecting to make a big splash this festive season. Tanishq is currently operating a

retail network of 117 exclusive boutiques across 78 cities of India. Tanishq is expecting major

growth in sales during the season to come from high-end jewellery products– particularly

diamond products, which are sold under “Zoya” label. The company has lined up several

promotional offers during the season to boost its business. A special festive contest for its

customers launched by the company gives an opportunity to customers to win diamond

jewellery along with assured gifts on purchase of Rs 15,000 or more from Tanishq. Tanishq is

the jewellery brand of India’s largest branded watch maker Titan Industries Limited, which in

turn is owned by the diversified Tata group. Despite skyrocketing gold prices and cautious

consumer sentiments, Tanishq is confident of notching up excellent business from high-end

customers, who despite rising prices value the importance of investing in gold and related

products. The brand is expecting a business of Rs 500 crore during the festivals. Although,

Tanishq started as the first gold jewellery brand of the country, around one quarter of its

business now comes from its portfolio of diamond jewellery products. Tanishq is expecting

sales of jewllery products to grow from Rs 2,600 crore (2008-09) to Rs 3,100 crore this fiscal

(ending March 31st, 2010), representing a healthy annual growth of around 20 per cent in

difficult market conditions.

5.4.3 PUBLIC RELATION STRATEGY OF TANISHQ

Tanishq launches ‘Free gold coin offer’ campaign

July 19, 2008 (India)

Tanishq launched its "Get Gold free with Diamonds" promotional offer were customer be

entitled to win at least one 22-kt one-gram gold coin on every purchase of diamond jewellery

worth Rs 5,000 and above.

"Get Gold free with Diamonds' caters to the aspirations of Indian woman by providing an

opportunity to own diamond jewellery and win gold, which is a huge investment opportunity.

Akshaya Tritiya is one of the four most auspicious days of the Vedic calendar. The Akshaya

Tritiya pre-booking scheme along with the 10 per cent deduction on making charge offers

available across all Tanishq boutiques.

5.4.4 DIRECT MARKETING STRATEGY OF TANISHQ

- Catalogue

- Internet sales

With respect to the above stated points Tanishq uses different catalogue for its various ranges

of products. This helps Tanishq to bridge a direct relationship with its clients. Some of the basic

points that help in maintaining a direct relationship are stated below:

1. Understanding customers behaviour and their changing preference

2. Catering to the market needs in a more realistic manner

3. Creating an impact with the visual effect.

The catalogue of Tanishq can be seen in by visiting the following link given below.

http://www.tanishq.co.in/collections/aria/Aria-Product-Catalogue-a.pdf.

It uses media advertising, PR, in-store events and a range of direct marketing tools to achieve

these marketing objectives. The Tanishq store is always centre-stage in these marketing efforts,

the sanctum sanctorum, where the consumer experiences the brand.

Marketing is integral to brand Tanishq. The company is transforming the marketplace for

jewellery by bringing to this category many proven principles of brand marketing. Jewellery is a

commodity in India, and it has remained so because the market is very fragmented, and

unorganized. Tanishq has effectively taken on the challenge of transforming this frontier into a

reliable consumer space by bringing to it all the virtues and benefits that branding offers.

The other mentioned aspect of internet sales is also a virtue of direct marketing for Tanishq. A

percentage of sales are done through internet but comparatively its less to the showroom sales.

CONCLUSION

The brand relies on below-the-Iine support, in addition to media advertising. When ‘Tanishq

Collection-G’ was launched, a collection of 9-to-5 jewellery for the working woman of today,

the marketing team organized presentations to working women at several corporate offices,

even corporate canteens during the lunch break. Cross promotional tie-ups with other ‘working

women’ spaces such as music stores, beauty saloons, lifestyle stores and bookstores were also

organized. The company also reached out to this target group through exclusive working

women's meets, where well known career women spoke about issues relevant to working

women. In addition, ‘Tanishq Collection-G’ ran joint promotions with brands such as L’Oreal and

Wills Lifestyle, which appeal to a similar set of consumers.

Until recently, Tanishq was perceived to be a premium brand. The company is now changing its

focus to include mid-segment consumers also. Tanishq appeals to all discerning consumers of

jewellery in India, not merely to the elite. There are an increasing number of Indian women

who seek the values and the benefits that a brand such as Tanishq offers - trust and reliability,

exquisite designs, and an international shopping experience. To them, Tanishq is a reflection of

their own emerging lifestyle, a judicious blend of traditional values and a modern outlook.

Tanishq is a premium brand, but certainly not a narrowly focused elitist brand. It caters to a

wide segment of discerning consumers, and offers a range of jewellery, which caters across all

these consumer segments. In this context, Tanishq ‘Solo’ follows in the rich tradition already

established by our earlier branded collections of jewellery - Tanishq ‘Aria’, Tanishq ‘Diva’,

Tanishq ‘Hoopla’, Tanishq Collection-G, Tanishq Lightweights, Tanishq ‘Bandhan’ - all of which

have similar broad appeal.