Scribd Logo
Upload

Welcome to Scribd!

  • 40 views

    Tanishq Jeweler: Case Study

    Uploaded by

    Umair Altaf
    Tanishq Jeweler faced challenges in its targeting and positioning strategy as it was seen as a western brand rather than an Indian women's brand. As brand manager, the document recommends introducing Tanishq as an Indian women's brand while still offering western designs, and focusing on the large plain jewelry market in rural and semi-urban areas of India. It agrees that Tanishq and Gold Plus should pursue the plain gold wedding jewelry market in smaller cities and rural areas due to their reputation and trust. Titan Industries should continue with both the Tanishq and Gold Plus jewelry brands to attract both jewelry savvy customers willing to pay a premium for an exclusive brand and larger customer base attracted to affordable options.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd

    Tanishq Jeweler: Case Study

    Uploaded by

    Umair Altaf
    40 views3 pages
    Tanishq Jeweler faced challenges in its targeting and positioning strategy as it was seen as a western brand rather than an Indian women's brand. As brand manager, the document recommends introducing Tanishq as an Indian women's brand while still offering western designs, and focusing on the large plain jewelry market in rural and semi-urban areas of India. It agrees that Tanishq and Gold Plus should pursue the plain gold wedding jewelry market in smaller cities and rural areas due to their reputation and trust. Titan Industries should continue with both the Tanishq and Gold Plus jewelry brands to attract both jewelry savvy customers willing to pay a premium for an exclusive brand and larger customer base attracted to affordable options.

    Original Title

    Tanishq Jeweler

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Tanishq Jeweler faced challenges in its targeting and positioning strategy as it was seen as a western brand rather than an Indian women's brand. As brand manager, the document recommends introducing Tanishq as an Indian women's brand while still offering western designs, and focusing on the large plain jewelry market in rural and semi-urban areas of India. It agrees that Tanishq and Gold Plus should pursue the plain gold wedding jewelry market in smaller cities and rural areas due to their reputation and trust. Titan Industries should continue with both the Tanishq and Gold Plus jewelry brands to attract both jewelry savvy customers willing to pay a premium for an exclusive brand and larger customer base attracted to affordable options.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    40 views3 pages

    Tanishq Jeweler: Case Study

    Uploaded by

    Umair Altaf
    Tanishq Jeweler faced challenges in its targeting and positioning strategy as it was seen as a western brand rather than an Indian women's brand. As brand manager, the document recommends introducing Tanishq as an Indian women's brand while still offering western designs, and focusing on the large plain jewelry market in rural and semi-urban areas of India. It agrees that Tanishq and Gold Plus should pursue the plain gold wedding jewelry market in smaller cities and rural areas due to their reputation and trust. Titan Industries should continue with both the Tanishq and Gold Plus jewelry brands to attract both jewelry savvy customers willing to pay a premium for an exclusive brand and larger customer base attracted to affordable options.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    You are on page 1of 3

    Tanishq Jeweler

    Case Study
    Umair Altaf (08208012) 4/14/2011

    Submitted to: Sir. Nadeem Mustafa

    Tanishq Jeweler

    Case Study Tanishq


    Q.1 what were the pitfalls in the targeting and positioning strategy of Tanishq? If you were the brand manager of Tanishq, what would you have done differently?
    Ans. The pitfalls in the targeting and positioning of Tanishq were as follows: One of the problems with the positioning of Tanishq was that it was posed as a western brand among its target market and so that consumers looked over that and the expression Nice but not for me came over. Since the Jewelry Market is very un-organized and the consumers are very loyal to one jewelry store Tanishq came with style and glamour and thought that their retail stores and their credentials as a differentiated jeweler would attract customers.

    As a Brand Manager of Tanishq, I would introduced Tanishq as an Indian Women Brand with Little exposure to western the Associations would be with the culture but keeping the Western Designs as an incentive and since about Rs.36000 crores market is for the plain jewelry and its biggest target market is in the rural areas and semi urban areas the Native Strategy would be better.

    Q2. Do you agree with the above comment made by Tanishq team? Why? Why not?
    Ans. Its true that customers from Semi-Urban and Rural areas have started to resemble consumer from Urban Areas but Tanshiq has an opportunity to enter the plain jewelry market and till the purchasing power is concerned since Tansihq is a high end product and charges premium prices it was noted that as of 2001 Indian consumer not only had more money for disposable income but they were willing to spend the money on fashion items. They wanted different styles for different occasions.

    Tanishq Jeweler

    Q.3 Should Tanishq or Gold Plus pursues the plain gold wedding jewelry market in the smaller cities and rural locations? Why? Why not? Ans. Yes, Tanishq should go for plain gold jewelry. Since the success speaks for itself. Tanishq or Gold plus are trusted names and come highly recognized. People would trust in the operations and ethics of Tanishq and Gold Plus. Because of the Karat meter people were more keen in buying from these two brands.

    Q4. Should Titan Industries continue with both the jewelry brands? Why? Why not?
    Ans. Tanishq was perceived as an expensive brand and was twice as expensive as the local jeweler still people were ready to pay the premium for this brand. Titan should go with both the brands because jewelry savvy people will be ready to pay the premium for an exclusive brand like Tanishq if you even look upon the Projections of Tanishq and Goldplus, Tanishq however had lower sales compared to Goldplus but its return is greater. Tanishq also only have to spend one third of the advertising that GoldPlus does.

    You might also like