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    Brand Management Assignment: Tanishqu: Positioning To Capture The Indian Woman's Heart

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    Vasu Deva Subrahmanyam.nandamuri
    The document analyzes the jewelry brand Tanishq, owned by Titan. It provides a SWOT analysis of Tanishq, identifying strengths such as its brand image from being part of the Tata group, and weaknesses such as having a "not for me" image among Indians. Key issues are Tanishq's tough competition in rural/small cities and its image as a westernized brand. Suggestions are provided such as focusing more on small cities, making products more affordable, and promoting wedding collections more to reflect regional traditions rather than western values. The conclusion states that while selling jewelry is easy in India, getting customers to switch from trusted goldsmiths is difficult, though Tanishq seems to be managing it

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    Brand Management Assignment: Tanishqu: Positioning To Capture The Indian Woman's Heart

    Uploaded by

    Vasu Deva Subrahmanyam.nandamuri
    98 views3 pages
    The document analyzes the jewelry brand Tanishq, owned by Titan. It provides a SWOT analysis of Tanishq, identifying strengths such as its brand image from being part of the Tata group, and weaknesses such as having a "not for me" image among Indians. Key issues are Tanishq's tough competition in rural/small cities and its image as a westernized brand. Suggestions are provided such as focusing more on small cities, making products more affordable, and promoting wedding collections more to reflect regional traditions rather than western values. The conclusion states that while selling jewelry is easy in India, getting customers to switch from trusted goldsmiths is difficult, though Tanishq seems to be managing it

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    Tanishque

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    The document analyzes the jewelry brand Tanishq, owned by Titan. It provides a SWOT analysis of Tanishq, identifying strengths such as its brand image from being part of the Tata group, and weaknesses such as having a "not for me" image among Indians. Key issues are Tanishq's tough competition in rural/small cities and its image as a westernized brand. Suggestions are provided such as focusing more on small cities, making products more affordable, and promoting wedding collections more to reflect regional traditions rather than western values. The conclusion states that while selling jewelry is easy in India, getting customers to switch from trusted goldsmiths is difficult, though Tanishq seems to be managing it

    Copyright:

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

    Brand Management Assignment: Tanishqu: Positioning To Capture The Indian Woman's Heart

    Uploaded by

    Vasu Deva Subrahmanyam.nandamuri
    The document analyzes the jewelry brand Tanishq, owned by Titan. It provides a SWOT analysis of Tanishq, identifying strengths such as its brand image from being part of the Tata group, and weaknesses such as having a "not for me" image among Indians. Key issues are Tanishq's tough competition in rural/small cities and its image as a westernized brand. Suggestions are provided such as focusing more on small cities, making products more affordable, and promoting wedding collections more to reflect regional traditions rather than western values. The conclusion states that while selling jewelry is easy in India, getting customers to switch from trusted goldsmiths is difficult, though Tanishq seems to be managing it

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    The key takeaways are that Tanishq has positioned itself as a nationwide jeweler in India but still faces tough competition from local jewelers and needs to work on winning customers' faith. It also needs to focus on increasing its penetration in domestic markets and expanding abroad.

    Tanishq's strengths according to the SWOT analysis are its strong brand image as part of the Tata group, being a pioneer in the jewellery category, and offering pure jewellery of standard 18 and 22 karat.

    Some of the key issues Tanishq faces are tough competition in rural and semi-urban areas, having an image as a westernized brand, and not fully winning customers' faith as they still rely more on family jewelers.

    CASE STUDY ANALYSIS

    Brand Management Assignment

    Tanishqu: Positioning to Capture the Indian


    Woman’s Heart

    Submitted to Submitted by
    Prof. Dr. Shahaida P. N.V.D.Subramanyam
    18112 (TPS-B)
    Introduction

    Titan, a Tata Group company is the clear leader in the Indian watch industry. Titan has also
    created a strong presence in gold jewellery under the brand name, Tanishq. The main
    competition has come from the traditional local jewellers, but Titan has positioned itself as a
    jeweller with a nationwide name. The company is involved in designing, manufacturing, and the
    marketing of gold-based jewellery, including jewellery watches. The case discusses how Titan
    has taken on the challenge of transforming the fragmented Indian jewellery market and also
    illustrates how core competencies can be leveraged to diversify successfully into a new business.

    SWOT analysis of Tanishqu

    Strengths

     Strong brand image as being part of TATA group


     Pioneer in jewellery category
     Pure Jewellery of standard 18 & 22 Karat
     Using innovative ways to advertise the brand
     High-end exclusive jewelleries
     Substantial investment in positioning

    Weaknesses-

     Having “Not for me” image among Indians


     Low presence in Small Cities
     People has more faith in their family goldsmith
     Not well known to worldwide

    Opportunities-

     In India Gold consumption continuously going up


     Gold jewelleries are most preferable items for gifts
     High Indians disposable income
     Gold jewelleries becoming more fashionable items

    Threats-

     In small towns/cities local competition is very tough


     Its own brand Gold Plus having potential to cannibalise Tanishqu in small cities
     Large number of retail players planning to enter into market
    Key issues faced by Tanishqu-

     Tough Competition in rural ares or semi urban areas


     Having image of westernised brand
     Company has not abled successfully to win customers faith. They more rely on their
    family goldsmiths
     Competition in Foreign Market is more demanding and frequent launch of new products

    Suggestions

     More focus on small cities with its Gold Plus units


     Products price should be economical as Indians are considered to price sensitive
     Company should equally promote its jewellers for wedding collections as much as for
    ornaments for body decoration
     Store theme should reflects regional tradition rather than western value

    Conclusion
    IN a country that drives gold prices across the world, selling jewellery is easy. But getting people
    to switch from their trusted goldsmith is quite another thing. Tanishq, however, seems to be
    managing it well after 10 years of keeping at it. Its profit & loss graph shows that it improves
    continuously but it has still long way to go in order to win customers faith. They still more rely
    on family jewelers.

    The Tanishq strategy for the coming couple of years should relie on two things increasing
    penetration in the domestic markets and going abroad in order to diversify its revenue portfolio.

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