PROJECT ON BRAND REPORT

BRAND NAME: TANISHQ

SUBMITTED BY:
APPURVA PODDAR (45)
CONTENTS:
1. INTRODUCTION
2. PRODUCT LIFECYCLE
3. VISION AND MISSION
4. BRANDING
5. SEGMENTATION
6. POSITIONING
7. SWOT ANALYSIS
8. BCG MATRIX
9. 4 P’S OF MARKETING
10. TARGET CUSTOMERS
11. PORTER’S FIVE FORCE ANALYSIS
12. REPORT ON TANISHQ
13. BIBLIOGRAPHY
Tanishq is a jewellery brand of India . It is a division of Titan Company, a company promoted by
the Tata Group in collaboration with the Tamil Nadu Industrial Development Corporation (TIDCO).
Tanishq's headquarters is at Bangalore (Bangalore) in Karnataka.

Tanishq is a brand of jewellery retail stores in India. The brand is the property of Titan Company,
which is back by Tata Group and TIDCO.
The name Tanishq was chosen by Titan's first managing director Xerxes Desai The name was
formed by combining the first two letters from Tata and नष्क "NISHK" (meaning gold coin or necklace
in Sanskrit), although the क k has been modified into a क़ q.According to another sources, the name
is formed with the two words Tan (body) and Nishk (gold ornament) in the Sanskrit language, a
name synonymous to superior craftsmen or absolute design

.
 PRODUCT LIFECYCLE:

1. INTRODUCTION STAGE: Advertisement goes very

high, sales is to be established, not much customer
awareness. But Tanishq is doing its best for
awareness , prices are high to cover development
costs.
2. GROWTH STAGE (JEWELS OF ROYALS): The
product of Tanishq comes directly in growth stage
because of high demand.
The product is being demanded by many customers
with their own modification in designs. Still Tanishq
need to be very aware about this product because
growth stage is very flexible so it could lead to
decline stage soon.
3. MATURITY STAGE: The product comes in
maturity stage because Kundan is a Traditional form
of Indian gemstone jwellery.
4. RENEWAL OR DECLINE STAGE: No modification is
now needed in this because customers are loving as
the product is. In this stage if diversification is done
then product may go in decline stage or renewal
stage.
 VISION AND MISSION
Vision:
1. To be world class, innovative, progressive, organizations and to build India's
most desirable jewellery Recognised and respected as an organization for
excellence and trusted leadership of the Jewellery
2. Passion for excellence.

3. Creativity and innovation.

4. Ethics and Industry conduct for the jewellery industry.

Mission:
1. Total customer orientation.
2. Employee appreciation.
3. Performance culture and team work
4. Corporate citizenship
BRANDING
At Tanishq , jewellery is not a product but a manifestation
of artistry and our exquisite range of jewel pieces strike
the perfect balance between traditional charm and
contemporary appeal. The journey which started with the
launch of 18k gold watches studded with precious stones
in 1994 soon grew into a 22K jeweller with a stunning
range of gold and diamond jewellery. The term Tanishq
was coined by Mr. Xerxes Desai by marrying the words
‘Tan’ meaning body and ‘Nishk’ meaning a gold
ornament. 

With designs that capture the beauty and celebration of

special occasions in the life of the Indian woman, Tanishq
aims to be an integral part of her journey. As India’s
leading wedding jeweller, we understand the varied needs
of every regional bride and that has stood as our
inspiration behind creating special wedding collections
catering to every community across India through Rivaah.
SEGMENTATION
1. NICHE MARKETING: After its inception in 1995
focus on exports, Tanishq’s designs had been conceptualized
for 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).

2. GEOGRAPHICAL: Tanishq realized that , given

the diverse nature of Indian ethnicity. It would have to
satisfy the taste of all religions. So, the designs became
more ethnic. It also decided to transpose design by
stocking.
3. PSYCHOGRAPHIC: LIFESTYLE: 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.
 POSITIONING
1.PROMISE OF PURITY AND A UNIQUE
EXPERIENCE: Design and retail innovation have
been a hallmark of Tanishq all these years. First and only
jewelers who guarantees the purity of its gold jewellery
and certifies the quality of its diamond and colored gems
in writing.
2.SUPERIOR PRODUCT: In order to compete with
the regional players, Tanishq introduced the concept of
“CONSISTENCY IN DELIVERING PROMISE”. It is the only
jeweler that houses a full fledged design studio with a
team of several International award winning International
designers.
3.TRUST: It has established itself as a highly ethical
player in the market that was rated as having the highest
incidence of under karatage. They even have gold meters
which can check the purity of gold.
4.LUXURY: Tanishq also has been positioned as a
branded jewellery of luxury rather than commodity. It
moves jewellery beyond investment to the fashion and
adornment sector.
SWOT ANALYSIS:
BCG MATRIX:
4 P’S OF MARKETING :

1. PRODUCT: Tanishq is a premium luxury brand

from the house of Tata, which mainly has gold and
diamond jewelry products. The main USP of
Tanishq products is their trust factor. Tanishq
delivers trust through grading by expert graders and
Tata Seal of trust, for each of its product. The
product covers almost all varieties. With India
providing a diversified market of different regional
and religious taste, Tanishq tries to offer something
for everything, in its luxury products. 
2. PLACE: Tanishq has a strong presence, not only
in India but abroad. When Tanishq started, many
other players were already present in the market
and so it focused on the international waters of
American and European markets. Slowly its
popularity allowed it to expand in domestic markets
as well. Tanishq jewelries are sold in self-branded
stores. 
3. PRICE: Tanishq is a luxury brand, and hence all
its products are premiumly priced. The target group
is women of age-group 25+, in the upper class and
upper middle class section. Tanishq offers
exclusive designs, which are both available in
trendy and traditional forms. With this value
proposition, Tanishq charges a price higher than
the local jewelers, who are its major competitors.
The uniqueness of products, the experience of
Tanishq stores, and varied availability of choices
allow it to follow a price skimming strategy in its
marketing mix.
4. PROMOTION: Tanishq captures the attention
through beautiful ad campaigns, mostly surrounded
around Indian weddings, and beautiful brides. The
ads are shown both on Television and online media
like Youtube and Facebook. The brand promotes its
jewelries though movie and TV channels,
associating their collection around these movies.
Tanishq has associated itself with Indian movies
like Jodha Akbar, Padmavati etc.
TARGET CUSTOMERS:
Tanishq targets teens, working women with offerings.
Working women and teens with a range of affordable yet
designer diamond jewellery. The collection named FQ
diamonds for teenagers and Iva for working women in the
age 34-40 group were unveiled recently.
The retailer is also test-marketing its young brands in a
few cities through the kiosk format to attract school and
college students. So far, the company has set up 12 such
kiosks in different malls and high streets. While FQ
diamonds are priced between Rs 499 and Rs 2,999, the
Iva collection starts at Rs 20,000.
PORTER’S FIVE
FORCE ANALYSIS:
In case the business have a great brand image, then client would enjoy to
stay with the brand services. For instance, an electrical expert business in
Denver is not likely to assist me in Seattle. Companies likewise may hesitate
to get in markets that are rather unpredictable, especially if entering includes
costly start-up expenses. As the company restructured, divesting from the
shipbuilding plant wasn't feasible given that such a large and extremely
specialized investment was not able to be offered readily, and Litton was
made to stay in a declining shipbuilding industry.

To discover attention services work with various businesses to reference links

and with Google to crawl their site to score it. They also use commitment
programs to decrease buyer power.

1. Potential of New Entrants Into an

Industry:
Suppliers items have a couple substitutes. Powerful consumers can put in
pressure to drive down prices, or enhance the essential quality for exactly the
exact same cost, and so decrease earnings in a service. Ford's clients
significantly help figure out the organisation. Provider power is no issue for
McDonald's in the fast food market. The bargaining power of providers is high
in the occasion the purchaser does not represent a large part of the provider's
sales.

The point is that the bargaining power of the provider in an industry affects the
competitive environment for the buyer and affects the buyer's capability to
achieve success. Customers have power whenever there aren't a number of
them, however plenty of sellers, in addition to when it is not hard to switch
from 1 organisation's products or services to another. Purchaser PowerLow
Consumers have actually limited power over console developers, considering
that the range of prospective consumers is huge, the firm isn't too concerned
about losing clients.

2. Power of suppliers
The trick to developing a competitive technique is to understand the sources
of the competitive forces. It is likewise helpful for helping you to modify your
technique to fit your competitive environment, and to increase your possible
revenue. Product development technique needs to be used if today market
growth is sluggish and the marketplace is saturated.

When an industry is profitable, or attractive in a long-lasting tactical fashion,

then it's going to be appealing to new services. As an instance, the airline
company has intense competition amongst the 2 producers, Jet and Boeing.
Remember that 5 forces affect different markets in a different way and for that
reason do not use specifically the same outcomes of analysis for even
comparable industries! Typically an industry with higher competition or
moderate rivalry is going to have the uniform type of product. In addition the
marketplace is saturated enough with the current gamers that there is very
little destination for a rival big enough to threaten IKEA's position. Every
present market or market varies.
 3. Bargaining Power of Customers
The Porter's Five Forces tool is rather a strong tool. Since that time, it is now a
frequently utilized tool for analyzing a company's market structure and its
business method. Extra modeling tools will most likely help you round out your
understanding of your company and its potential.

You're predicted to acknowledge the strength of each one of the forces. As it

will help to understand not simply the strength of existing competitive position
however in addition the strength of an anticipated position, it's really valuable.

4. Bargaining Power of Customers

Let's look at every one of the five forces in a bit more detail to spell out the
approach by which they work. It isn't always easy to find out which force is the
key one. Five Forces evaluates the practicality of a specific item or support.
After evaluating the forces, you should discover techniques to affect the
forces. In order to complete an entire competitive analysis, the porter's 5
forces must be compensated. Tanishq Video Porter's 5 Forces is an excellent
beginning point to assess a service however should not be made use of in
seclusion.

5. Threat of Substitutes
In your expert little business presentations, an individual ought to present
options based on the performed analysis of the service enterprise. Tanishq
Video Porter's 5 forces analysis is a significant tool for everybody attempting
to evaluate the tactical standing of an existing company, or considering a
brand-new venture into a present industry. The analysis working with the
Porter's five forces analysis ought to be a basis where the company discovers
and executes their method which needs to improve their competitive
advantage.

Bear in mind that five forces impact various industries in a different way and
for that reason do not use precisely the very same outcomes of analysis for
even similar markets! In order to finish a whole competitive analysis, the
Tanishq Video porter's 5 forces should be compensated.
REPORT ON TANISHQ
As we see it, research in advertising and
marketing is very crucial in understanding ,
speculating on, and ultimately determining the
position in the consumer’s mind.
Research methodologies, more or less , aims to
reveal consumers’ different perceptions of the
product, in large part about the way it is
advertised.
Ultimately , it can be said that the most important
task of advertising / marketing research is to
increase the sales of the product. This requires a
well developed marketing plan, a good know-how
of the prospective consumer, and most of all an
effective and rational research methodology.
BIBLIOGRAPHY:
1. Wikipedia
2. www.tanishq.co.in
3. Google