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    Tanishq Final One

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    DishantSidana
    Tanishq is India's largest jewelry retail chain. It initially targeted western consumers but later shifted to targeting traditional Indian consumers. It worked to overcome perceptions of being too western or expensive by launching affordable product lines featuring traditional Indian designs. Tanishq repositioned itself through strategic initiatives like launching new collections focused on purity, tradition and affordability. It expanded its retail presence across India to increase accessibility for customers.

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    Tanishq Final One

    Uploaded by

    DishantSidana
    6K views24 pages
    Tanishq is India's largest jewelry retail chain. It initially targeted western consumers but later shifted to targeting traditional Indian consumers. It worked to overcome perceptions of being too western or expensive by launching affordable product lines featuring traditional Indian designs. Tanishq repositioned itself through strategic initiatives like launching new collections focused on purity, tradition and affordability. It expanded its retail presence across India to increase accessibility for customers.

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    This is a ppt on the sync between the Marketing Mix and STP of Tanishq as a brand

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    Tanishq is India's largest jewelry retail chain. It initially targeted western consumers but later shifted to targeting traditional Indian consumers. It worked to overcome perceptions of being too western or expensive by launching affordable product lines featuring traditional Indian designs. Tanishq repositioned itself through strategic initiatives like launching new collections focused on purity, tradition and affordability. It expanded its retail presence across India to increase accessibility for customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    6K views24 pages

    Tanishq Final One

    Uploaded by

    DishantSidana
    Tanishq is India's largest jewelry retail chain. It initially targeted western consumers but later shifted to targeting traditional Indian consumers. It worked to overcome perceptions of being too western or expensive by launching affordable product lines featuring traditional Indian designs. Tanishq repositioned itself through strategic initiatives like launching new collections focused on purity, tradition and affordability. It expanded its retail presence across India to increase accessibility for customers.

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    Tanishq

    (sync between Stp and marketing mix)

    • Presented By:-
    • Rahul Dhandharia(312)
    • Rituma Doshi (314)
    • Dishant Sidana(357)
    • Subhada (363)
    • Ankush Jadhav(364)
    • Kumar Saurabh(368)
    • Mayank Rai(381)
    INTRODUCTION
    • Tanishq is the country’s only truly national jeweler

    • Targeted a more Western consumer evoking a “Nice, but not for


    me” reaction

    • Opened its first boutique in Chennai in 1995 as a precedence to tap


    the South market

    • Boutiques were spacious, intimidating , exclusive with limited


    inventory on display

    • In Feb 1996 launched its first 18-carat range of exclusively designed


    gem-set jewelry
    TANISHQ STRATEGIES

    • Piloted an offering of 22-karat plain gold jewellery with about


    400 designs

    • Multimedia campaigns were launched in press and on TV to


    focus on traditional designs

    • Prevailing under-karatage problems industry wide were


    countered by installing karat-meter

    • Seven-stone concept helped Tanishq to overcome the


    perception of it being a Westernized brand
    MARKET STRUCTURE

    Premium

    Popular

    Mass
    SEGMENTATION
    • Niche Marketing
    – After its inception in 1995 focus on exports, Tanishq's designs had been
    conceptualized for the Western markets and were introduced in India without
    any alterations. Tanishq positioned itself as an international brand for the
    Indian elite. The brand was targeted at a niche market (However they later on
    started targeting the mass marketing since 1997).

    • Psychographic Segmentation
    – Life Style: Tanishq has found that 40% of the Indian women are working and
    they targeted this segment with a specific group of products called collection-
    G, a 9-to-5 jewellery for the working women.

    • Geographical Segmentation
    – Titan realized that, given the diverse nature of Indian ethnicity, it would have
    to satisfy the tastes of all regions. So, the designs became more ethnic. Titan
    also decided to transpose designs by stocking Bengali designs in Delhi,
    Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in
    Bombay in order to appeal to a variety of people.
    TARGET MARKET
    Class Consumer Profile Product Preference Company
    Preference
    High Inherited Branded Designer Tanishq and
    Income/Professionals/Business/ Jewellery and Diamond Geetanjali
    exceptional ability studded jewellery

    Upper Professionals/Business/career Branded jewellery Tanishq


    Middle oriented/Executives

    Middle White Collar, Educated Unbranded jewellery as Local Shops like PP


    well as high quality jewellers
    Artificial jewellery
    Sia Jewellers for
    Artificial jewellery

    Lower Blue Collar, Skilled Artificial Jewellery No company


    Middle preference

    Lower Semi Skilled No Need -


    TANISHQ IDENTITY CRISIS
    • Sold to a more westernized audience evoking “Nice but not for me reaction”

    • Underwent several strategic retooling to reach “the traditional but modern


    Indian woman segment”

    • Focused primarily on studded jewelry but grappled with the 18 karat vs. 22
    karat issue

    • The setting of their stores intimidated the Indian consumers

    • They had always positioned themselves as “Jewelry for adornment and not
    for investment”

    • Despite several repositioning attempts the brand was perceived as too


    expensive and unapproachable
    RE-POSITIONING STRATEGY
    • Daytimes, diamond based collection was launched as affordable,
    casual, young and contemporary

    • Colors- colored jewellery corrected the impression of Tanishq


    having only modern designs

    • Aarka positioned Tanishq as high fashion 22-karat gold collection

    • Aamra, a collection of studded jewellery was an attempt to move


    Tanishq from being a traditional studded collection inspired by
    mango motif

    • Designed jewellery for the movie Paheli and subsequent


    incorporation of the themes in TV ads which echoed Paheli theme
    acted as a springboard for Tanishq
    BRAND POSITIONING
    BRAND POSITIONING
    7Ps of Marketing
    MARKETING MIX :PRODUCT
    • PRODUCT VARIETY:
    MARKETING MIX :PRODUCT
    • DESIGN:
    o Tanishq is known for its ability to develop specialized design collections.
    o Each piece of jewellery is designed by a team of award winning designers
    o Designed to suit all forms of attire, western and Indian, casual and formal.
    o Aria, for seven stone diamond jewellery, Hoopla, focused on diamond studded
    hoops and Collection-G for lower priced gold jewellery.

    • BRAND NAME
    o Brand name ensures innovation.
    o Considered equivalent to purity and tradition.
    MARKETING MIX :PLACE
    • Tanishq opened 30 retail stores during FY08, taking the tally to 130 stores.
    Currently, the average store-size for Tanishq is 1,000-1,500 sq ft.

    • The stores operate on the franchise model.

    • Tanishq retail identity has evolved over the years to offer large format and concept
    stores that reflect the brand’s philosophy of being “Revitalizer of Tradition”.

    • It has opened two pilot stores at Chicago and New Jersey with a retail format of
    1,800-2,000 sq ft.

    • The Tanishq retail chain currently includes 112 exclusive boutiques in 75 cities,
    making it India's first and largest jewellery retail chain.
    MARKETING MIX :PRICE
    MARKETING MIX :PRICE
    MARKETING MIX :PROMOTION
    • ‘Concept’ stores, the first of which, costing Rs 10 crore, opened in Kolkata.
    The idea of such a store was to harmonize the tradition of the past with the
    modernity of the present.

    • Titan transposed designs by stocking Bengali designs in Delhi, Keralite


    designs in Tamil Nadu and typical designs from Tamil Nadu in Bombay in
    order to appeal to a variety of people.

    • In 1998, it launched the corporate gold gift scheme - 'When you want to say
    thank you, say it in gold'.

    • In 1999, Tanishq delivered gold coins worth Rs. 20 crores to Maruti Udyog
    Ltd., to be given away as gifts to Maruti car owners. By 2001, the scheme
    accounted for almost 5% of the turnover and over 30 corporate clients like
    Coca-Cola, the UB Group, Whirlpool, TVS Group, Ceat and Liberty shoes.
    MARKETING MIX :PROMOTION
    • Tanishq has also endeavored to be part of every occasion in an Indian woman’s
    life through festive promotions, customer contact programmes as well as
    through Anuttara, Tanishq’s exclusive consumer reward programme etc.
    MARKETING MIX :PROMOTION
    • Launched Jodhaa Akbar collection and managed to get lot of
    marketing hype. The collection is very pricey and suggested
    retail price is between Rs 25,000 to Rs 15 Lakhs.

    • Kept the entry-level price as low as Rs 600 (for a pendant) and


    offered a range, which far exceeded that offered by any other
    jeweler.

    • Initiated a loyalty program called the Golden Harvest


    Savings Scheme, which offers buyers the benefit of getting
    more jewellery than what they have paid for. The scheme
    allows consumers to plan future purchases in advance and pay
    for them in easy installments.

    • Exchange offer - change impure gold for pure 22 karat gold -


    attracted more people to the stores.
    PEOPLE
    PROCESS
    PHYSICAL EVIDENCE
    Generic Business Level Strategy

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