tanishq - jrm
TRANSCRIPT
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
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