FASHION CONSUMERISM PROJECT

IIAD

Ridhima Chawla
Lakshay Kumar
 Table of contents

1. Declaration 7. Campaigns
2. Acknowledgement 8. Reflection
3. About the brand 9. SWOT
3.1 Vision and Mission 10. AIDA
3.2 Rationale 11. Tanishq collections
3.3 Research objectives 12. Financials
3.4 Research method 13. Website traffic
3.5 Research Aim 14. Competitor Analysis
3.6 Timeline 15. Reflection
3.7 Founder and History 16. Consumer buying behaviour
3.8 Sector overview 16.1 consumer profile
3.9 Organisational structure 16.2 STP
3.10 USP 16.3 Golden harvest plan
3.11 Brand overview 16.4 social and cultural impact
3.12 Brand prism 16.5 customer retention
3.13 Omni- channel 16.6 customer acquisition
3.14 corporate social responsibility 16.7 Group influence
4. IntegratedMarketing communication 16.8 buying habits
5. Reflection 16.9 Data analysis
6. 4P’s 17. supply chain
18. referencing
 Declaration

We hereby declare that this case study is our own work and that, to the
best of our knowledge and belief, it reproduces no material previously
published or written, nor material that has been accepted for the award
of any other degree by any educational institution, except where due
acknowledgement is made in the text.
 Acknowledgement
We would like to thank the entire Faculty of Fashion Business Management, especially
our Project Leader and Course leader, Ms. Sunita Konwar along with are level leader
Ms. Swati Singh and our tutors Ms. Neha Bohra, Ms. Alka Gupta, Ms. Gargi Dutta and
Mr. Abhishek Verma for guiding us throughout the commencement of this project and
helping us make the right decisions with their encouragement and constructive
criticism. We are grateful to Indian Institute of Art and Design for having provided us
with this wonderful opportunity to work on the project titled Fashion Consumerism.
We would also like to extent our heartfelt gratitude to our Family and Friends, without
whom this project would not have been successful.
ABOUT THE BRAND
 Vision
With designs that capture beauty and
celebration of special occasions in the life

Vision of Indian women, Tanishq aims to be an

integral part of her journey.

&
Mission Mission

To be world class, innovative, progressive,

organisation and to build India’s most
desirable jewellery.
350.00

Growth of Tanishq ( 2015-2023)

300.00

To study the drastic increase in the revenue of

250.00 the company.

To research about the AD backlash that

200.00 Tanishq Received and how it coped up with it.

150.00 To research about the marketing efforts done

by Tanishq for having a very extensive
consumer base
100.00
To analyse the consumer behaviour in
respect to the brand.
50.00 To analyse the consumer behaviour in
respect to the brand.

0.00
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15

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To understand the consumer behaviour towards
the brand in terms of motivation, perception and
attitude.

To determine major factors of the brand on the

basis of retail, sales management and online
presence.

To identify customer expections of the brand.

RESEARCH OBJECTIVES
The research method used is exploratory. Quantitative
methods like surveys and qualitative methods like focus
group and DILO are used to gain in depth in-sight about
the consumer behaviour of the brand. The research is
done keeping in mind the perception, attitude and
motivation of the consumers regarding the brand.

RESEARCH METHOD
 To investigate the factors influencing
consumer buying behavior towards Tanishq
jewelry in the Indian market, with a focus on
understanding the impact of brand perception,
product attributes, cultural influences, and
marketing communications strategies.

RESEARCH AIM
 TIMELINE

Managing Director Xerxes Desai chose the Tanishq group launched the sub- Tanishq had 385 retail stores in India
India's exchange crisis was resolved, and Titan
Bhaskar Bhat to succeed him. Starting in brand called Mia for working women and announced the opening of 45-50
Company shifted the focus of the brand to the
Indian market 2000, its net worth started to grow stores by the end of 2023

2011 2022
1990s 2000

1980 1996 2007 2017

Tanishq launched a sub-brand called Rivaah targeting the
Titan launched Tanishq, which Production began and Tanishq opened Tanishq made the beauty pageant crowns for the
wedding segment launched the Aveer line, its first line of
focused largely on exports to its first store in India Femina Miss India
products for men.
European and American markets, in
later this year launched the sub-brand Mirayah to cater to
an attempt to increase its foreign
women under their 40s
exchange reserves.
FOUNDER
History
Xerxes Desai, the brilliant mind behind the remarkable success stories of Titan
and Tanishq was a multifaceted personality whose legacy is etched in India’s
corporate history. A graduate of Bombay and Oxford Universities, Desai’s
journey was marked by creativity, charisma, and an unwavering commitment
to excellence.
In 1994, Titan ventured into the world of jewelry, and Desai’s understanding of
the Indian consumer shone through. He coined the term “Tanishq” by
combining “Tan” (body) and “Nishk” (gold ornament), reflecting a deep
connection to Indian culture. The name’s timeless appeal even extends to
individuals, with children being named after the iconic jewelry brand.
 SECTOR OVERVIEW
By this project we had a research and interacted with many people and found out
Tanishq is a prominent brand in the Indian jewelry industry, known for its wide range
of gold, diamond, and gemstone jewelry. It operates in a competitive market
characterized by changing consumer preferences, evolving design trends, and
fluctuating gold prices. Tanishq caters to a diverse customer base with offerings
ranging from traditional to contemporary designs, often blending Indian
craftsmanship with modern aesthetics. Despite facing challenges like increasing
competition and market fluctuations, Tanishq continues to maintain its position as a
trusted and popular jewelry brand in India. By the end Tanishq remains golbal 30th
luxurious brand
 ORGANISATIONAL
STRUCTURE

GM
COO Vice president Mr.Soumen bhowmilk
MD Mr.Sandip kulhadi
Mr C.K. Venkataraman
Mr.bhaskar bhatt

RBM
ABM
STORE MANAGER Mr.dwaipayan sen
MS.kalpana kalita Mr.Rajdeep sarkar
unique Selling
Proposition

It has been projected as an Tanishq also has been positioned as It moves jewellery beyond
impeachable mark of trust by raising a branded jewellery of luxury rather investment to the fasion and
the awareness of the people about than commodity. adornment sector.
unethical practices in the jewellery
business and then measuring the gold
purity by caratmeter.
“Tanishq ropes Deepika Padukone as Brand ambassador”
 About

The founding of Tanishq was a bold step by the

Tata Group. It was an attempt to organize the
highly fragmented and traditionally run Indian
jewelry market. The goal was simple but
challenging: bring transparency, ensure purity,
and offer a variety of designs to Indian
customers.

tan + nishk
body gold coin
 Physique Relationship
Jewellery for every experience
Elegant store experience
Gold as jewellery, less as investment
Golden Ambiance
Honest & Transparent

Personality Self-Image
Trust Youth
Promise of Purity Family
Unique Experience Mid- premium segment

Culture Reflection
Customer Oriented
Offers more than jewellery
High regard for
Breaks barriers
traditional values
Omni-channel or Multi-
channel?

Tanishq, has been actively adopting an omnichannel

approach in recent years. This means they aim to
provide a seamless and integrated shopping
experience across various channels such as their
physical stores, online platforms, mobile apps, social
media, and more. By leveraging omnichannel
strategies, Tanishq can offer customers consistency
and continuity in their shopping journey, regardless of
the channel they choose to engage with.

Omni-channel
CORPORATE SOCIAL RESPONSIBILITY
 Tanishq’s CSR
Initiatives

SKILL INDIAN ARTS RESPONSIBLE

EDUCATION
DEVELOPMENT AND CRAFTS CITIZENSHIP
HERITAGE

CORPORATE SOCIAL RESPONSIBILTY

12L+ 16K+ 2.3K+ 4.52L+
People reached through Households benefitted through People reached through CSR
Girls being supported
happy eyes project. watershed programs. programs in the last year.
through
Titan’s Kanya program.
EFFORTS FOR
EDUCATION

Titan Kanya Kanya Sampoorna

The programme takes a holistic approach to the cause of girl child The components include Functional Literacy and Numeracy, science
education, by not only addressing the needs of Kanyas in the education, adolescent education, life skills and education counselling.
Academic Support Centres and ensuring attendance and good The components include Functional Literacy and Numeracy, science
results, but also engaging with their families and other education, adolescent education, life skills and education counselling.
stakeholders to build ownership among the community.

Science experiential
Scholarships
learning
The Titan Scholarship Scheme was formally launched in 1992, with
The initiative is designed to create augmented and experiential the objective of identifying and encouraging meritorious students
learning experiences for students from Grade V-IX using who were economically underprivileged. Since then, over 1500
models which will cover topics in Physics, Chemistry and students of ITI, Diploma, Engineering, Medicine and Arts and
Biology. Science Graduates have till date benefited from this scheme.
 SKILL
DEVELOPMENT

For Employement For Employability

Skill development at Titan LeAP skilling Center (Hub & Spoke Model) - Titan Employability skill development For Engineering students - Low levels of
LeAP started in 2015 to train youth in centres. But over a period of time we employability of the huge number of engineers graduating every year is a
realized that youth prefer the programs closer to their homes or in their known fact. While there are jobs for them, the employers would be keen to
colleges. We introduced Spokes where trainers would go over to mini centres have better employable engineers.
located in NGOs or popular colleges for the less privileged.
Entrepreneurship
For Differently Abled
Development and livelihood
Rehabilitation / Skilling / Placement of underprivileged disabled youth A project to train 300 women in 10 villages of Tiruvannamalai in TN is
- Disability and lack of jobs or income leads youth to despair. While in progress. The Federation formed to market the agri produce targets
physical disability is a huge challenge, mental illnesses are a bigger to make atleast 200 of the women beneficiaries into lakhpatis. The
problem in multiple ways project is now titled 'lakhpati vivasayis'.
SUPPORT FOR INDIAN
CRAFTS
AND HERITAGE

Project Tarasha Project Kashika

Discovering craftpersons and developing Improving the socio-economic condition of

their capabilities to directly connect with 55 women by supporting them in learning
craftlovers online. and practicing the traditional crafts of
handloom weaving.

Project Antran

Initiated to bring seminal changes in the development of the

crafts sector. This comprehensive program aims to rejuvenate
ailing handloom clusters through an end-to-end program.
RESPONSIBLE
CITIZENSHIP

Integrated Village Development Watershed programs for

and Watershed Program livelihood

The rehabilitation program for one of the biggest losses Inititaives responding to ground water depletion is
that communities faced post the 2013 floods in the Watershed Development Project in Tamil Nadu.
Uttrakhand was their livelihoods.

Happy Eyes Neighborhood initiative

ACSR initiative, began the Happy Eyes initiative in

the year 2013, in line with the Vision 2020 program Covid response across the country.
of WHO partnering with institutes of national
repute.
The company has created some stunning marketing
campaigns that showcase its items to their full potential
while also increasing brand awareness. Electronic media,
such as television and radio, print media, such as
newspapers, magazines, and billboards, and social media
platforms, such as Twitter, YouTube, and Facebook,
have all been used to launch advertisements.

INTEGRATED
MARKETING COMMUNICATION
 Tanishq, a name synonymous with superior craftsmanship and exclusive
designs, has become a beloved jewelry brand in India. Through their
newspaper advertisements, Tanishq effectively portrays their journey of
growth, understanding the evolving desires of Indian women, and offering
a blend of traditional values with a modern outlook.

Brand Essence: Tanishq’s newspaper advertisements eloquently capture

the brand’s essence of superior craftsmanship, exclusive designs, and
superlative product quality. The brand’s commitment to offering exquisite
jewelry that reflects artistry at its finest resonates with Indian women.

1. Tanishq – Celebrate Elegance and

Timeless Beauty! Image: A stunning piece
of Tanishq jewelry, highlighting its intricate
craftsmanship. Content: “Celebrate the essence
NEWSPAPER
of elegance and timeless beauty with Tanishq.
Explore our exquisite collection that reflects
artistry at its finest.”
2. Ad Title: Tanishq Bridal Collection –
Uniquely Yours! Image: A bride adorned
with Tanishq’s bridal jewelry, radiating
happiness. Content: “Make your special day
even more magical with Tanishq Bridal
Collection. Each piece is uniquely crafted to
complement your radiance.”
MAGAZINES
Tanishq's Romance with Print
With the expanding community of loyal
customers, Tanishq rolled its sleeves to catch up
with some powerful branding activities; in the
initial years, it chose traditional medium like print
to spread the word. Targeting Upper-middle-
class to lower–Upper-class women and
consumers who understand uniqueness,
elegance, and class, Tanishq went aggressive
with magazine and print ads.

It's print advertisements in the later years boasted of

its positioning - Tanishq's ‘consistency in delivering
promise combined with offers, discounts, schemes,
and brand ambassadors.
#Brand Saga Strong women
& memorable ads: the Tanishq
Advertising Journey

Paying an ode to the eternal shine of the Tanishq advertising journey, this week's Brand Saga
tours the unfathomable voyage of its communication spanning over two decades.
 Tanishq’s latest ‘Live a Dream’ collection found a perfect
way to advertise itself through immersive advertising. The Why a 3D Billboard?
collection was launched through 3D Out-of-home
The aim of the campaign was to surprise
billboards.
and amaze the viewers by transporting
them in the world they never experienced
before.

Jewelry brand Tanishq has installed a 3D anamorphic installation in Mumbai to showcase its latest
collection.
Bandstand Promenade, Bandra in Mumbai.

Tanishq brings
jewelry
collection to life
with 3D
billboard in
Mumbai
 TRANSIT
Transit advertising allows Tanishq to reach a
large and diverse audience as buses, trains,
and transit stations are frequented by people
from various demographics.

Transit advertising enables Tanishq to

target specific geographical areas or
demographics.

If Tanishq wants to strengthen its presence

in a particular locality or city, transit
advertising is an effective way to do so
TVC
Tanishq, the jewellery retail brand under
the Tata umbrella, has unveiled its latest
television commercial (TVC) titled
"Heera Ho Tum" this month. This
campaign showcases the empowerment
and self-expression of Indian women as
they embrace their authenticity and wear
diamonds that reflect their inner
brilliance.

Looking at the growing competition, Tanishq adopted a

360-degree marketing approach rolling out TVCs for every
festival. These festive campaigns become the brand's USP.

Why Television commercials?

Tanishq’s creative marketing reaches its goals of acquiring an audience and registering the brand’s name in the consumer’s mind.
Tanishq, a renowned jewelry brand in India, has effectively used TV ads to showcase their exquisite designs and evoke emotions related to
relationships, celebrations, and special occasions. Their advertisements often focus on cultural diversity and have been widely appreciated for
their storytelling approach.
 RADIO
Manao is tyohaar ko khaas, tanishq ke saath

BRIEF
promote gold coins as a hedge against inflation and volatility.
INTERPRETATION
If you rely just on stock markets for your plans, your dreams will fluctuate
with the market volatility.
FACEBOOK
TANISHQ uses facebook effectively with
there marketing strategies to engage its
audience.
Storytelling:-The leverage facebook
multimedia capabilities to tell, compelling
brand narratives, and the big fat wedding
stories
engagment:- if someone comments on
tanishq post they DM them with details of
the product within minutes

Almost 80% of the

traffic comes from
Facebook.
 WHY INSTAGRAM?
Tanishq uses instagram account to
promote special campaigns,
offers, or collaborations that thay are
running. Tanishq also posts about their
patnerships with various celebrities and
influencers to endorse the brand.

Tanishq also has other accounts, differing in

country and collections.
1. tanishqmiddleeast
At present, Tanishq has 993k Followers.
2. tanishqusa
3. rivaahbytanishq
4. miabytanishq
TWITTER

Tanishq has a presence on Twitter and used to be

fairly active before.
The account has 41.1k Followers and Tanishq also
used to post all their lates campaigns.

The last tweet from Tanishq was an apology to

the country because of the
backlash it received from its EKATVAM campaign.
After that it has not been active on Twitter.
 WHY PINTEREST?
Pinterest is a highly visual platform, making it ideal for
showcasing Tanishq's visually stunning jewelry
designs. Users on Pinterest often seek inspiration for
fashion, lifestyle, and home décor, making it a natural
fit for a brand like Tanishq.

Tanishq has around 7K followers on Pinterest and 853K Monthly Views. Pinterest allows Tanishq to engage with users by
Tanishq posts its on-going campaigns on Pinterest. sharing not only product images but also lifestyle
content related to jewelry, fashion trends, and
At present it is #MARKYOURMOMENT.
weddings. This can help build brand awareness and
foster a sense of community
 Tanishq: Jewellery ad on interfaith couple withdrawn after outrage
The 43-second ad - promoting a jewellery
line called "Ekatvam" (Hindi word for
unity) - has been taken down from
Tanishq's social media channels. The
company issued a statement later on
Tuesday saying the campaign was meant
to celebrate diversity, but withdrew the
The description for the advert due to the "divergent and severe
advertisement posted to YouTube reactions" it has prompted, which it said
read: "She is married into a family was "contrary to its objective".
that loves her like their own child.
Only for her, they go out of their
way to celebrate an occasion that
they usually don't. A beautiful
confluence of two different It shows a baby shower organised for the Hindu bride
religions, traditions and cultures." by her Muslim in-laws.
Opponents of the advert say it promotes "love jihad", a
term radical Hindu groups use to accuse Muslim men
of converting Hindu women by marriage.
Rights groups say religious tolerance is under threat in
Opposition Congress party MP India. Hindu-Muslim marriages have long attracted
Shashi Tharoor, who posted the censure.
advert to his Twitter account, said
that "Hindutva bigots have called
for a boycott for highlighting
Hindu-Muslim unity through this
beautiful ad".
 Reflection
What do we understand from IMC?

Tanishq maintains consistency and cohesion across various marketing channels,

including traditional advertising, digital media, retail experiences, and public relations.
The messaging, branding elements, and imagery remain aligned, reinforcing the
brand's positioning and values.It prioritizes customer engagement and interaction
across all touchpoints. Whether it's through interactive websites, social media
conversations, or personalized in-store experiences, Tanishq actively engages with its
audience, fostering brand loyalty and advocacy. anishq maintains authenticity and
transparency in its communication, building trust with consumers.
4PS
 4P’s
P R O m o t i o n
Tanishq uses various promotional strategies to reach its target audience, including advertising through print, electronic media, social media platforms, and celebrity
endorsements. They may also organize events, sales promotions, and participate in fashion shows to enhance brand visibility and attract customers.

Promotion strategy of Tanishq

Tanishq is aware of the impact of star power
and has roped in Indian actor Deepika
Padukone as its brand ambassador. She will
feature in various commercials under the
whole marketing mix of Tanishq’s marketing
mix strategy to create positive brand
awareness. Tanishq showroom appeared in
the Hindi movie Race as part of its
promotional plan. The company has
designed Jewellery for Hindi movies like
Paheli and Jodha Akbar.
 P R O D U C T
4P’s

Tanishq offers a wide range of jewelry products, including gold, diamond, and other precious stones. They may focus on product design, quality, and uniqueness to
differentiate themselves in the market.

Product Mix of Tanishq

Gold Jewellery
Diamond Jewellery
Platinum Jewellery
Gemstone Jewellery
Bridal Collections
Solitaires
Men’s Jewellery
Customized Jewellery
Limited Edition and Themed Collections
Gold Coins and Bars
Children’s Jewellery
 PRODUCT CLASSIFCIATION

Gold
Collections Rings
Earrings MIA Gifting Bestsellers Diamond
Wedding
 PRODUCT LINE

GOLD DAIMOND GEMSTONE CUSTOMIZED

JEWELLRY JEWELRY JEWELLRY JEWELLRY
 Tanishq, a prominent jewelry brand in India, offers a wide range of products including gold, diamond, and
gemstone jewelry. Their product line includes rings, earrings, necklaces, bracelets, pendants, and bridal
collections, catering to various tastes and occasions. There price starts from Rs 3k to RS6 lakh for higher
range they customize for the customer
They also offer customization services, allowing customers to create bespoke pieces tailored to their
preferences. Additionally, Tanishq provides silver jewelry and accessories, as well as collections inspired by
traditional Indian motifs and contemporary designs

Mesmerising Traditional Gold Rani Haar 1 gram 24 Karat Gold Coin

AZURE DROP DAIMOND NECKLACE
RS4,59,352 RS 6,05,697 Rs 8,457
 4P’s

P R I C E
Tanishq positions itself as a premium jewelry brand, offering products that cater to customers across different price segments. While they have high-end luxury items, they
also have more affordable options to appeal to a broader customer base. Their pricing strategy reflects the quality, craftsmanship, and exclusivity of their products.

Pricing Strategies used by Tanishq

Value-Based Pricing

Price range Premium

Pricing
Lowest- 3,498 Dynamic and Competitive Pricing

Highest- 9,07,860 Segmented Pricing Strategy

Customer Loyalty Programs

Psychological Pricing

Seasonal and Promotional Discounts

 P l a c e
4P’s

Tanishq has a strong presence both offline and online. They have a network of brick-and-mortar stores located in prime retail locations across India and in select
international markets. Additionally, Tanishq has an online presence through their official website and e-commerce platforms, enabling customers to browse and purchase
their products conveniently from anywhere.

There are 459 Placing strategies used by Tanishq

Tanishq stores in
India as of Extensive Retail
February 07, Network
2024.
Online Presence and E-commerce Platform

Strategic Location Selection

Franchise Model for Expansion

By the end of
2023, the brand
Elegant Store Design and Experience
had 14 stores
outside of India
STORES
IN INDIA
There are 470 Tanishq stores in
India as of April 03, 2024. The
state and territory with the most
number of Tanishq locations in
India is Maharashtra, with 61
stores, which is about 13% of all
Tanishq stores in India , with there
largest store in luckhnow
 STORES
OUT OF
INDIA
The company launched its first store,
outside India, in Dubai in November
2020, and since then, has added
eleven stores outside India, seven in
the UAE, two in Qatar, one in
Singapore and one in New Jersey,
USA.
CAMPAIGNS
 HEERA HO TUM
Tanishq celebrates the life of women with extension of 'heera ho tum'

The film opens at a Tanishq store. A lady is looking at a diamond set and thinking that she requires a
reason to buy it. That's when she goes down memory lane and recounts the several occasions which came Tanishq, the renowned jewelry brand, has
and went her way, which included a job offer, the birth of her child, and her child then showing affection successfully implemented Integrated Marketing
towards her through a card. That's when the film moves back to the present, and her child tells her to
Communication (IMC) strategies in its ‘Heera
finally make the purchase. The mother takes note and finally makes the purchase she's been delaying.
ho tum’ campaign. Tanishq has effectively
Ranjani Krishnaswamy, general manager, marketing, Tanishq, said, “'Every woman a diamond’ is a
coordinated various marketing channels such as
celebration of ‘her’ life. At a very visceral level, diamonds symbolise the life of a woman. Her understated
view of her journey, her seemingly ordinary lens to her extraordinary life, of how far she has come and Instagram,newspaper,magazines TVC,youtube
who she has become today. The story telling pictures a typical lens that women give to their lives, they go to convey a consistent message and create a
through many wins in life, many achievements, many life defining moments but still looking for reasons to unified brand experience for its target audience.
celebrate themselves. Our attempt was to seed a thought of how her life in itself is a celebration that
doesn’t need a justification. And a Tanishq diamond is such a befitting encapsulation of that celebration.”
 LITTLE BIG MOMENTS Tanishq new campaign urges people to seize small moments in life

The objective is to highlight that happiness doesn’t only come from elaborate
celebrations or grand gestures, but is often hidden in the smallest of moments. Tanishq, the renowned jewelry brand, has
successfully implemented Integrated Marketing
The 60-second heart-warming digital film, conceptualised by Tanishq and Lowe Lintas,
Communication (IMC) strategies in its ‘Little
celebrates an extremely special moment between a mother and a daughter by showcasing
big moments’ campaign. Tanishq has
that life is lived in micro moments and is all about finding extraordinary in the ordinary.
effectively coordinated various marketing
Ranjani Krishnaswamy, general manager, marketing, Tanishq, Titan Company Ltd., said, channels such as
"Our new campaign is a reflection of these everyday moments and a reminder to Instagram,newspaper,magazines TVC,youtube
everyone to cherish the micro-moments, which often go unnoticed. We have added some to convey a consistent message and create a
of the most unique pieces in our latest collection that truly amplify the joy of these little unified brand experience for its target audience.
big moments."
 THE SUPERWOMAN
The age of the superwoman must go, says Tanishq

Jewellery company Tanishq’s new commercial aims to serve as a kryptonite to this

praise. “I’m also human,” utters the protagonist to the voice-over bordering on toxic Tanishq, the renowned jewelry brand, has
positivity after a series of clips show her winning at home, work, and social life. successfully implemented Integrated Marketing
What is interesting is the fact that the idea for this commercial was not conjured in a Communication (IMC) strategies in its ‘Little
boardroom meeting or a video call but at a shoot for another Tanishq commercial. big moments’ campaign. Tanishq has
“Tanasha, Binaifer and I were on set and we started chatting and stumbled upon this effectively coordinated various marketing
insight,” reveals Gaurav Midha, group manager, The Titan Company which owns channels such as
Tanishq. Binaifer Dulani, Talented’s founding member and creative, wrote the script Instagram,newspaper,magazines TVC,youtube
for this commercial which was shot in a day and the production process took about to convey a consistent message and create a
10 days. “The brand space around progressive womanhood is something we all have unified brand experience for its target audience.
internalised,” she remarks giving a nod to the Tanishq's forward-looking work over
the years.
 Reflection
What do we understand from the campaigns of Tanishq?

Tanishq effectively creates an emotional connection with its audience through storytelling
and relatable narratives. Whether it's celebrating relationships, cultural traditions, or
personal milestones, Tanishq's campaigns evoke emotions that resonate with consumers
on a deeper level. It also consistently delivers innovative marketing campaigns through its
advertisements that capture attention and differentiate the brand in a competitive
market. From thought-provoking advertisements to engaging social media
initiatives,Tanishq stays ahead by embracing creativity and uniqueness. The brand also
celebrates Indian traditions, festivals, and customs while adapting to changing consumer
preferences and contemporary trends.
 S W O T
Strengths Weakness Oppurtunities Threats

String backing of the Negative Global penetration in competition from

Titan industries of the perception- Brand other countries Traditional Jewelers
TATA group is only for the rich Acquisition of small Fashion trends keep
standard gold pricing Tough businesses to increase on changing
caters to all market competition from reach and brand Varying gold prices
segment with sub other jewellery position Local markets
brands brands Tie- ups with
In-house Esclated gold cost corporate and
manufacturing lower margin business patners
enabled to charge
same price across the
country
In- house designers
AIDA
ATTENTION-INTEREST-DESIRE-
ACTION

ATTENTION INTEREST DESIRE ACTION

Your prospect (potential Your prospect becomes Your prospect develops a Your prospect forms an
customer) becomes aware interested in learning hankering or a preference intent to purchase the
of the existence of your more about your product to purchase your product. product, shops around,
product or service for the or service. then begins a trial or
first time. makes a purchase.
 ATTENTION
TANISHQ involves capturing the audience's attention through various channels such as YouTube videos, blog posts, Instagram
ads, and hoardings, similar to how a print ad in a magazine or newspaper can make readers stop and take notice of the product
or brand. Basically to create brand awareness among wider audience.

SOCIAL MEDIA

CELEBRITY

Magazine
TANISHQ created a campaign about the
superwoman, a compliment or an
exception this this campaign was posted on
both off-line and online multimedia on
YouTube engaged 13 million views while
on Instagram, they have only engaged
thousand likes ; while offline articals were
published by the headline of age of
superwoman has passed
 INTEREST
TANISHQ perpetually contact its customer
on various platform like facebook
,instagram& whatsapp to make sure that
attention converts into interest of a consumer
they also try to cater each and every customer
with a personal touch.
 Tanishq creates exciting offers throughout the
year on their social media and their off-line
stores. They always have offers going on on
their off-line store, which creates a huge
interest or impact on a customer
DESIRE

TANISHQ creats new attractive

design, and showcase its products
on online media and on stores also
collaboration with celebrities
which creates a desire of Tanishq
jewellery
 TANISHQ designed both its
online and off-line store,
which showcase its product
quite clearly

Add more text

ACTION

Tanishq provide exclusive designs,

new offerings and best in class
service and exclusive offers which are
throughout the year, which gives
Tanishq 83% of conversion rate
through its off-line stores
Targeted towards the modern, independent woman, Mia
offers trendy and lightweight jewelry pieces suitable for
everyday wear. Mia's collections often feature
contemporary designs crafted in gold, diamonds, and
other precious metals.

Mia's advertisements, like the "Me in action", "Best at

work", have emotionally connected with their target
segment - strong, passionate, driven women of today by
featuring relatable real women and their real life scenarios.
They also got selected young women to co-create their
collection in the beginning. Apart from the digital
advertisements, they had unique campaigns like "Mia on
wheels" pampering working women on their way to work in
a specially designed bus

250 stores in India

Rivaah is Tanishq's bridal jewelry brand, specializing in
traditional Indian bridal jewelry crafted with intricate
designs and exquisite craftsmanship. Rivaah offers a wide
range of bridal sets, including necklaces, earrings,
bangles, and other accessories, tailored to various
regional wedding customs and preferences across India.

Rivaah celebrates the rich cultural heritage of India by

offering specialized bridal jewelry collections inspired by
different regions and traditions across the country.
Whether it's the elaborate Polki sets of North India, the
temple-inspired designs of South India, or the delicate
craftsmanship of East and West India, Rivaah has
something to offer for brides from every background.

Understanding the significance of bridal jewelry in Indian

weddings, Rivaah offers customization services to tailor
jewelry pieces according to individual preferences and
requirements. Brides can work with Tanishq's expert
craftsmen to create bespoke designs that reflect their
personal style and cultural heritage.
FINANCIALS

Add more text

Location;- sector 18 noida
avg employee salary-25k
avg basket size -1-1.5 lakh
number of walking ns - 45-50
conversation rate- 83%
store rent - 4 lakh(estimation)

Total revenue = no of people bought * bucket

size
=41.5 * 1.25 lakhs
= 51,87,500 sales per day
 1999 141
TANISHQ started in 1994
by the titan.co but for the
first 2 years they were only
dealing in diamond 1998 73
jewellery
Y C
R
sooner they found Indian E
O
customer Buys gold over A 1997 38
R
diamond they entered the R E
gold market by1996

To gain the trust they 1996 32

introduced first in India
Karat meter which help
them increase there sale
mass customer 1995 20
 Traffic sources
display ads Worldwide Desktop only
2.5%

direct MARKETING MIX

22.2%
Search- 72.8%
Direct- 22.2%
Display ads- 2.5%
Social- 1.95%
Refferals- 0.58%
Email- 0%

search
72.8%
Through similar web, got the data of gender distribution which is matching
with our survey in which ratio of women is more than men by 15%
Through similar web, got the data of gender distribution which is matching
with our survey in which ratio of women is more than men by 15%
40.9%

Series 1
50

40

The data shows that 25 to 34 age group is more active on the website of
30 Tanishq, where else our survey shows Tanishq focused marketing on 45 to
54
18-24: 19.77%
20 25-34: 44.4%
35-44:15.09%
45-54:9.16%
10 55-64:6.72%
65+:4.86%

0
18-24 25-34 35-44 45-54 55-64 65+
 Series 1
70
canada
united states 2.1% Series 1
7.9% 60
60

50
50

40
40
30

30
20

20
10

10
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facebook reddit pinterest youtube quora

ga
or
Tanishq advertise on all
India has the highest number Tanishq have more percent
multimedia platforms, both
of users of Tanishq website, of organic search less
off-line and online, but the
where In the line unit, US percent of paid search,
Facebook gives more
and United Kingdom, follow which is a very plus point
viewers than any other
by 7% and 1% Which is a On their brand value that
platforms, which increase
very good number as it was means they have to spend
the awareness about
launched there few years ago less on online marketing
Tanishq
 Perceptual Mapping
High price

Modern Traditional

Low price
 Competitor Analysis
Tanishq and PC Jewellers

Established as a premium jewelry brand Recognized as one of the leading jewelry

under the Tata Group, known for its quality chains in India, with a focus on offering a
craftsmanship, innovative designs, and wide range of traditional and contemporary
strong brand heritage. designs at competitive prices.

Offers a diverse range of gold, diamond, Offers a comprehensive selection of gold,

and other precious metal jewelry, catering diamond, and gemstone jewelry, with a
to various occasions and consumer focus on traditional designs. Provides
preferences. Known for its blend of customization options and a wide range of
traditional Indian designs with modern price points to cater to diverse customer
aesthetics. segments.

Targets sophisticated consumers who value Targets a broader audience, including price-
craftsmanship, authenticity, and cultural sensitive consumers looking for affordable yet
significance in jewelry. Appeals to individuals quality jewelry options, as well as traditional
seeking premium and aspirational jewelry customers who prefer classic designs.
pieces for special occasions.
 Competitor Analysis
Tanishq and Kalyan Jewellers

Positioned as a premium jewelry brand, offering high- Positioned as a mid-range to premium brand, offering
quality craftsmanship and innovative designs at relatively competitive pricing and occasional discounts to attract a
higher price points compared to mass-market brands. broader customer base. Kalyan Jewellers caters to customers
Tanishq targets affluent consumers seeking aspirational across different income segments, providing value for money
and luxury jewelry pieces. without compromising on quality.

Targets sophisticated consumers who appreciate Targets a wide demographic range, including
craftsmanship, authenticity, and cultural families, young professionals, and price-sensitive
significance in jewelry. Tanishq's target audience consumers. Kalyan Jewellers appeals to customers
includes individuals seeking premium and looking for traditional and contemporary designs at
aspirational jewelry pieces for special occasions. affordable price points.

Tanishq focuses on providing a seamless Kalyan Jewellers emphasizes transparency,

shopping experience both online and offline integrity, and trust in its interactions with
customers, building long-term relationships.
 Reflection
What do we understand from competitor analysis?

By conducting a thorough analysis , we gained insights into the competitive landscape

and understood how consumer behavior differs between Tanishq, Kalyan Jewellers
and PC Jewellers. while Tanishq, Kalyan Jewellers and PC Jewellers cater to the
Indian jewelry market, they have distinct positioning strategies, target audiences, and
brand images. In case of Tanishq and PC Jewellers, Tanishq emphasizes premium
quality, innovation, and cultural relevance, while PC Jewellers focuses on affordability,
variety, and accessibility.
On the other hand in case of Tanishq and kalyan Jewellers, Tanishq focuses on
premium quality, innovation, and cultural relevance, while Kalyan Jewellers
emphasizes affordability, tradition, and accessibility.
CONSUMER BUYING BEHAVIOUR
 CONSUMER PROFILE

Age: Primarily targeted towards adults aged 25 and above

Gender: Both men and women, with a slightly higher focus
on women
Socio-economic status: Primarily middle to upper-middle
class, although they have offerings catering to various
income groups.
Market: Indian
Personality: Sophisticated, Family-oriented, Traditional
with a modern Twist.
SEGMENTATION
Geographic segmentation- Tanishq is
headquartered in Bangalore, and has
410 retail stores across more than 240
cities in India, UAE, the US, Singapore
and Qatar.

Demographic Segmentation- Middle

class to lower-upper class women &
men
Age group- 15-65 or above women.

Behavioural segmentation- consumers

who understand uniqueness,
sophistication, elegance and class.

Psychographic segmentation- Tanishq

has found that 40% of the women are
working and has targeted this
segment with its various collections.
 TARGETING
Affluent Consumers: Targeting individuals
with higher disposable income who seek
premium and aspirational jewelry pieces.

Fashion-conscious Consumers: Targeting

individuals who appreciate trendy designs
and modern aesthetics in jewelry.

Traditional Consumers: Targeting

individuals who value cultural traditions
and heritage in their jewelry purchases.

Millennials and Generation Z: Targeting

younger consumers who seek unique and
personalized jewelry options and are
active on digital platforms.
 POSITIONING
Tanishq positions itself as a aspirational and
premium jewelry brand with attributes like
quality craftsmanship, innovation, cultural
heritage, reliabilty.

Design and retail innovation has been a

hallmark of Tanishq for all these years. It has
also established itself has a highly ethical
player in the market.

Tanishq is also known for its ability to create

specialised design and in- house production
 What is Tanishq doing for its consumers?

The Golden Harvest Jewellery Open a Tanishq Golden Harvest The Customers would be eligible
Purchase Plan (offered by Titan account with an amount as low as for a discount of 75% (Seventy Five
Company Limited facilitates ₹2000. Regular payment of a fixed percent) of one month’s instalment
Customers to purchase Tanishq installment for 10 months will get upon redemption, after the
jewellery by making payments for the you a special discount of up to 75% completion of 366 days from the
same over a ten month period and of the 1st installment value paid Enrolment Date subject to the
the Customers will be entitled to Customers having made the
avail certain discounts subject to payment of all ten monthly
these Terms and Conditions. instalments.
 What is the social and cultural impact of Tanishq on its consumers?

Through its advertising campaigns Tanishq's success as a brand has Tanishq's collaborations with
and product offerings, Tanishq contributed to the growth of artisans and designers from different
celebrates the diversity of Indian India's jewelry industry, creating regions of India have helped preserve
culture and traditions. This inclusivity employment opportunities and traditional craftsmanship and art
has helped foster a sense of pride supporting local artisans and forms. By incorporating these
among consumers belonging to craftsmen. Its emphasis on quality elements into its designs, the brand
various cultural backgrounds and has and craftsmanship has also raised contributes to the preservation and
contributed to a more inclusive the standard for jewelry promotion of India's rich cultural
representation in the mainstream manufacturing in the country. heritage.
media.
 Customer Retention

Customer retention refers to the ability of a company or

product to retain its customers over some specified period.

Why are consumers loyal to Tanishq?

There can be various reasons as to why consumers are loyal to
the brand. After the research done by us, the reasons that we
got to learn about were

Trust in quality of products- Consumers perceive Tanishq as a

brand that consistently delivers high-quality jewelry.

Customer Service: Exceptional customer service is a key factor

in consumer loyalty. Consumers appreciate Tanishq's
commitment to providing personalized assistance

Emotional Connection: Tanishq's marketing campaigns often

evoke emotions and resonate with consumers on a personal
level.

Other reasons can be exceptional craftsmanship, wide range of

products, heritage and legacy, word of mouth recommendations
etc.
 What is TITAN encircle?
Encircle is Titan’s Unified Loyalty program where the members can enjoy various
benefits & experiences and also earn & redeem points with every purchase. The
Encircle points are now on-board with NeuPass wherein every time you spend with
Titan or other brands on NeuPass, you get to earn NeuCoins. The NeuCoins can
now be earned and redeemed across all company brand stores or e-commerce
websites across our brands- Tanishq, Mia, Zoya, World of Titan, Fastrack, Helios,
Titan Eyeplus, Skinn, Taneira and Caratlane.

What priviliges do consumers get by being a part of ENCIRCLE?

Birthday and Wedding Anniversary Offers: You can get exclusive offers on your birthday or
wedding anniversary which can be availed at any of the Titan stores mentioned above. The offer
will be active in your account only for 30 days . You can avail all offers but will be restricted to
only one-time redemption for each brand during the offer period.
Exclusive Preview: You get to be the first to check out our new products at exclusive product
previews, which will be communicated to you two or three days in advance.
Free Cleaning: You can avail free cleaning services for your jewellery and watches on request..
Referral Rewards: When you refer someone for the Titan brands & a referee completes the
purchase using the referral code; both you and your referee will get some benefits.
Titan & Partner Brand offers: Being an Encircle esteemed member, you will get some exciting
benefits from Titan brands as well as associated partner brands. You may stand a chance to
get access to some of the most popular events across multiple cities in India.
Customer Acquisition
By implementing customer acquisition strategies effectively, Tanishq
can expand its customer base, increase brand awareness, and
strengthen its position in the competitive jewelry market. Tanishq
applies a lot of strategies for customer acquisition some of them are
mentioned below-

Targeted Marketing Campaigns: Tanishq utilizes targeted marketing

campaigns across various channels such as television, print, digital,
and social media platforms to reach potential customers effectively.

Online Presence and E-commerce: With the growing importance of

online shopping, Tanishq maintains a strong online presence through
its website and e-commerce platforms.

Brick-and-Mortar Retail Stores: Tanishq operates a network of brick-

and-mortar retail stores across various cities, offering customers the
opportunity to explore the brand's collections in person.
Partnerships and Collaborations: Tanishq collaborates with other
brands, influencers, or celebrities to expand its reach and tap into new
customer segments.
 The group influence of Tanishq refers to how individuals' purchasing decisions and
Group influence
behaviors are influenced by their social circles, including family, friends, colleagues, and
online communities.

Word-of-Mouth Recommendations: Positive experiences with Tanishq products or

services often lead satisfied customers to recommend the brand to their social circles.

Family Influence: Recommendations from family members who have had positive
experiences with Tanishq can sway the purchasing decisions of others within the family
unit.

Social Proof: Observing others within one's social circle wearing Tanishq jewelry or
expressing satisfaction with their purchases serves as social proof of the brand's quality
and appeal.

Group Shopping: Group shopping experiences, such as shopping outings with friends or
family members, can influence individual purchase decisions.

Online Communities and Forums: Participation in online communities, forums, or social

media groups dedicated to jewelry enthusiasts allows consumers to share experiences,
seek recommendations, and engage in discussions about brands like Tanishq.

Celebrity Endorsements and Influencer Marketing: Celebrity endorsements or

collaborations with influencers who have a strong following can sway consumer
perceptions and preferences towards Tanishq.
 Buying habits
.Emotional Attachment: Many consumers develop an emotional
overview of common buying habits and attitudes observed among attachment to their Tanishq jewelry due to the sentimental value
Tanishq consumers: associated with the pieces. Whether it's a gift from a loved one or a self-
purchase to commemorate a milestone, these emotional connections
1. Tanishq consumers prioritize quality when making jewelry purchases. contribute to repeat purchases and brand loyalty.
They value craftsmanship, authenticity, and durability, and are willing
to invest in pieces that are perceived to be of high quality. 8.Preference for Traditional and Cultural Designs: Tanishq consumers,
particularly in India, often gravitate towards traditional and culturally
2. Brand Loyalty: Many Tanishq consumers exhibit strong brand inspired jewelry designs. Pieces that reflect cultural heritage, symbolism,
loyalty due to the brand's reputation for quality, reliability, and and craftsmanship resonate strongly with consumers who value tradition
trustworthiness and authenticity.

. 3.Occasion-Driven Purchases: Consumers often buy jewelry from 9.Online and Offline Shopping Preferences: While some consumers prefer
Tanishq for special occasions such as weddings, anniversaries, the convenience of online shopping through Tanishq's website or e-
birthdays, or festivals commerce platforms, others enjoy the tactile experience of visiting
physical stores
. 4.Fashion and Trends: While Tanishq is known for its timeless designs,
consumers also show an interest in trendy and fashionable jewelry . Social Influences: Family, friends, and social circles play a significant role
pieces. in influencing Tanishq consumers' buying decisions. Recommendations
from trusted sources, as well as social norms and trends, can impact
5.Value for Money: Tanishq consumers are willing to pay a premium consumers' attitudes and preferences towards Tanishq jewelry.
for quality and craftsmanship but also expect value for their money.
 Demographics
Age group
The largest segment of the chart is the blue section, which represents 40o% of
55+
10%
the responses and corresponds to the age group . Th45-54 is suggests that the
majority of respondents are middle- aged adults, which indicates that the
15-24 jewelry brand is most popular among this demographic. During the focus
30%
group discussions, Majority of the consumers belonged to the same age group.
This also indicates that Tanishq focuses its marketing efforts on the same age
group since they are its primary consumers. campaigns are sometimes tailored
to their interest, lifestyle and their purchasing power. Tanishq may want to also
explore strategies to increase its appeal to 25-34 and 55 and above age groups
45-54
40% to increase its sale and awareness. From the focus group discussions, it was
25-34
inferred that age group 15-24 thinks that the design that Tanishq offers does
10% not match their style and they are getting more inclined to silver jewellery.
35-44
10%

Gender
The Tanishq consumer base includes 35.5% males and 64.5% females. This
male indicates that the females are Tanishq’s primary customer base. This can be
35.5%
justified in a way that males generally buy jewelry for investment purposes while
females have a number of reasons to buy jewelry. This indicates increase in
purchasing power of females as compared to males. Also Tanishq’s product base
is primarily for females with very less number of products that capture the
interest of males. Data collected from focus group discussions also indicate the
female
64.5%
same in which the number of males were less and were not that aware of the
product and benefits offered by Tanishq.
 Marital Status
According to the Data, most of the respondents are single at 66.4%. Married
married women being 33.6%. During the focus group discussions, one of the group had
33.6%
more married women as it was conducted with relatives. So the assumption
here cannot be generalized. From the discussions, it was interpreted that both
married and single women are consumers of Tanishq. Keeping this ratio in
mind, Tanishq has introduced a sub brand that focuses on catering to single
women and women who prefer minimalist pieces ‘MIA’ which is shortform for
single
66.4%
‘ Me in Action’ which was introduced keeping in mind women empowerment.
This shows that Tanishq puts its marketing efforts and product range for all
kinds of people.

Occupation
homemaker 100%
The occupation is a mix of student, homemaker, job, service, retired, Majority
lies in student and homemakers. Students generally buy jewelry during special
student 50%
occasions or as a gift to others while homemakers have family occasions,
personal use and a number of other reasons to purchase thus increasing their
purchasing power. They are the largest segment of Tanishq’s customer base.
service 13.5% The focus group discussions also led to similar results. The consumer base in
case of occupation for Tanishq is vast because jewelry is a kind of product that
is required mostly by all for different reasons.
job 13.5%

retired 2.7%
 what is the impact of family on consumers of Tanishq?
yourself
16.1%

Do you tend to purchase from Tanishq for

yourself or as a gift to others?

16.1% - buy for themselves

gift
17.7% - buy only as a gift to others 17.7%

66.1%- buy for themselves and as a gift

The analysis done from this data was that buying jewelry for both
66.2%

themselves is not a dominant trend and buying only as a gift is

also not a primary motivation but a combination of both is more
suitable indicating that consumers buy jewelry majorly for both
the reasons. 50
Series 1

In your family, who typically decides buying

40
from Tanishq?

41.9%- elders 30

25.8%- collectively
27.4%- depends on the occassion 20

4.8%- younger generation 10

The analysis done from the above data was that mostly the purchasing decision is taken by elders
0
in the family indicating traditional values . A substantial portion of respondants either make

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decisions based on the occasion or take decisions collectively. Indicating flexibility in the family. A

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very small percentage of respondants mentioned that younger generation takes the decision

co

pe

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indicating the importance of traditional value in the family.
 Consumer perception and personality

Series 1
What is your perception of the brand 50
Tanishq?

40
1- 35.5.%
2- 41.9%
3- 14.5% 30
4- 3.8%
5-1.2%
20

Overall, the data suggests that the majority of respondents

have a positive perception of the brand Tanishq, with only
10
a small percentage perceiving it negatively.
While there is room for improvement, particularly among
the minority of respondents who rated Tanishq with 4 or 5,
0
the overall perception appears to be favorable. 1 2 3 4 5
 Consumer perception and personality

online
3.2%
Do you prefer buying from Tanishq online or offline?

A very small percentage of respondents prefer buying Tanishq

jewelry online. This suggests that the online purchasing channel is
not widely favored among Tanishq customers
The overwhelming majority of respondents prefer buying Tanishq
jewelry offline, indicating a strong preference for physical store
visits. This suggests that customers value the in-store experience,
which may include factors such as being able to see, touch, and try
on the jewelry, as well as receiving personalized assistance from
sales staff.
offline
96.8%
 Consumer perception and personality

How do you perceive Tanishq's customer service( on a scale of 1-5, 1 being the highest)?

1- 32.3%
Series 1
2-25.8% 35

2- 29%
30
4- 9.7%
5-3.2% 25

The majority of respondents perceive Tanishq's customer service 20

positively, with 32.3% rating it as 1 (highest perception) and 25.8% rating it
as 2. 15

A significant proportion of respondents (29%) rate Tanishq's customer

10
service as 3, indicating a neutral perception.
A smaller percentage of respondents rate Tanishq's customer service 5

negatively, with only 9.7% rating it as 4 and 3.2% rating it as 5 (lowest

0
perception). 1 2 3 4 5

Overall, the data indicates that Tanishq's customer service is perceived

positively by the majority of respondents, with a sizable portion rating it as
either 1 or 2.
 Consumer perception and personality

When buying from Tanishq, which trait resonates

with you the most?
i enjoy mixing traditional and contemporary designs
Classic and Timeless Pieces (33.9%). 19.4%

Experimenting with Bold and Statement Jewelry (6.5%). i prefer classic and timeless pieces
Minimalistic and Understated Designs (40.3%). 33.9%

Mixing Traditional and Contemporary Designs (19.4%)

A significant portion of respondents prefer classic and timeless pieces when purchasing from Tanishq.
This suggests that they value traditional designs that have enduring appeal and can be worn across
various occasions without going out of style. A smaller percentage of respondents express a
preference for experimenting with bold and statement jewelry. This indicates a segment of customers
who seek pieces that make a strong visual impact and are more trend-focused or fashion-forward in
their preferences. i prefer minimalistic and understated designs i like to experiment with bold and statemement jewelry
6.5%
The majority of respondents indicate a preference for minimalistic and understated designs when 40.3%

buying from Tanishq. This suggests a preference for simplicity, elegance, and subtlety in jewelry
choices, reflecting a contemporary aesthetic that prioritizes clean lines and refined craftsmanship. A
notable percentage of respondents enjoy mixing traditional and contemporary designs when
purchasing from Tanishq. This indicates an appreciation for the fusion of cultural heritage with modern
aesthetics, seeking pieces that offer a blend of traditional craftsmanship with innovative design
elements.
 Consumer perception and personality

which celebrity's jewelry style do you admire

the most?
priyanka chopra jonas
12.9% aishwarya rai bachchan
24.2%
Deepika Padukone (43.5%)
Aishwarya Rai Bachchan (24.2%)
Sonam Kapoor Ahuja (19.4%)
Priyanka Chopra Jonas (12.9%).

The majority of respondents express admiration for Deepika Padukone's jewelry style. This
indicates a strong affinity for the brand ambassador's aesthetic choices, suggesting that her
association with Tanishq resonates positively with customers and influences their perceptions deepika padukone sonam kapoor ahuja
19.4%
of the brand's jewelry offerings. 43.5%

A significant percentage of respondents admire Aishwarya Rai Bachchan's jewelry style.

Despite not being directly associated with Tanishq, her iconic status and timeless elegance
likely contribute to her appeal as a style influencer in the realm of jewelry fashion. A notable
portion of respondents admire Sonam Kapoor Ahuja's jewelry style. Known for her fashion-
forward and experimental approach, her influence resonates with a segment of respondents
who appreciate bold and trendsetting jewelry choices.
A smaller percentage of respondents express admiration for Priyanka Chopra Jonas's jewelry
style. While not as dominant as the other celebrities mentioned, her global appeal and fashion
versatility likely contribute to her influence in the realm of jewelry fashion.
 Consumer Motivation
Series 1
50
How often do you purchase jewelry?

Once in Every 3 Months-12.9% 40

Once in Every 6 Months -27.4%

Once a Year -41.9%
30
More Than a Year -17.7%

20
The data indicates that most of the respondants buy jewelry once a year
on annual occasions like birthdays, anniversairies etc. The respondants who
10
buy jewelry once in three months indicate that they have higher disposable
income or a strong affinity for jewelry. A seasonable portion of respondants
biy jewelry once every 6 months telling that they engage in trends or 0

r
limited- time offers. some of the respondants buy jewelry in more than a

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th

th

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ye
on

on

a
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year indicating infrequent purchases.

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 Consumer perception and personality
What role does concept of family play in
your perception of Tanishq? Series 1
50

very important- 40.3%

40
somewhat important- 43.5%
not very important- 14.5%
not important at all- 1.6% 30

A significant portion of respondents consider the concept of family to be very

important in their perception of Tanishq. This suggests that family values, 20
traditions, or sentiments hold considerable sway in shaping their perception of the
brand.
A slightly larger percentage of respondents indicate that the concept of family is 10
somewhat important in their perception of Tanishq. While not as pronounced as
the "very important" category, this still reflects a significant acknowledgment of
the role of family in shaping their perception of the brand. A minority of 0

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nt
respondents express that the concept of family is not very important in their

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po

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perception of Tanishq. This suggests that while family may play some role, it holds

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less significance. very small percentage of respondents indicate that the concept

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no
m
so
of family is not important at all in their perception of Tanishq. This suggests that
familial considerations have minimal influence on their perception of the brand,
and they likely prioritize other factors when making purchasing decisions.
 Consumer Motivation fashion trends 58.5%

What motivates you to purchase jewelry?

special occasions 100%

Fashion trends - 27.4%

special occasions- 46.8%
personal milestones
personal milestones- 4.8% 10.3%

Investment purposes- 19.4%

Love for mother and sister- 1.6% investment purposes 41.5%

love for mother and sister 3.4%

The respondants that are motivated to buy because of fashion trend are the segment which
is likely composed of individuals who value staying current with fashion and style trends,
seeking jewelry pieces that complement their wardrobe. The majority of respondants are
motivated to purchase jewelry for special occasions. They are the customers who buy jewelry
as gifts for birthdays, anniversaries, weddings, and other significant life events. Approximately
4.8% of Tanishq customers are motivated to purchase jewelry for personal milestones.
The respondants who are motivated to buy jewelry for investment purposes consists of
customers who view jewelry as an investment in tangible assets or a store of value,
considering factors such as precious metals and gemstones. A small percentage, accounting
for 1.6% of Tanishq customers, are motivated by love for their mother and sister when
purchasing jewelry.
 Awareness
Series 1
50
Where do you usually gather information about jewelry before
making a purchase from Tanishq?
Tanishq Website (4.8%) 40
Social Media Platforms (19.4%)
Friends and Family (33.9%)
.Online Reviews and Forums (1.6%) 30
.Physical Store Visits (40.3%)

20
Only a small percentage of respondents rely on the Tanishq website for information. This suggests that
while the website may serve as a platform for information, it might not be the primary source for potential
customers.
A notable but still relatively small portion of respondents gather information about jewelry from social 10

media platforms. This indicates the potential influence of social media marketing efforts by Tanishq, but
there's room for growth in this area.
The largest portion of respondents rely on recommendations from friends and family for information about 0
jewelry before purchasing from Tanishq. This highlights the significance of word-of-mouth marketing and

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s
te

ily

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m

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si

ru
r

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eb

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fa

fo
suggests that personal recommendations play a significant role in influencing purchase decisions

re
at
w

to
pl

an
q

an

ls
sh

a
.A very small percentage of respondents use online reviews and forums for gathering information. This

ds
i

ia
s
ed
ni

ew

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en
ta

ys
could indicate either a lack of online presence in terms of reviews or that customers might not find online

vi
fri

ph
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re
ci

e
so
reviews reliable sources of information when it comes to jewelry purchases

lin
on
.The majority of respondents prefer visiting physical stores to gather information about jewelry before
making a purchase from Tanishq. This suggests that customers value the in-person experience, such as
examining the products physically, interacting with sales staff, and possibly trying on jewelry before buying
.
 Awareness
Have you ever purchased jewelry from Tanishq?

yes- 69%
no- 31%
no
30.6%

With nearly 70% of respondents indicating they have purchased jewelry from Tanishq, it
indicates a significant portion of the surveyed population has engaged with the brand.
The high percentage of respondents who have purchased from Tanishq could suggest
strong brand loyalty or satisfaction among customers. Tanishq seems to have a notable yes
69.4%
presence in the jewelry market, at least among the surveyed population. This could be
attributed to various factors such as brand reputation, product quality, design variety, or
marketing efforts.
While a substantial proportion of respondents have purchased from Tanishq, there's still a
sizable portion (30.6%) who haven't. This signifies potential for the brand to expand its
customer base
 Awareness
Have you heard of the brand Tanishq?

yes- 100%
no- 0%

This high level of brand awareness suggests that Tanishq has successfully established itself as
a prominent and well-known brand in its target market.
Tanishq's marketing efforts, brand visibility, and reputation likely contribute to its widespread yes
100%
recognition among consumers.
With universal brand awareness, Tanishq possesses a strong foundation for customer
engagement, loyalty, and market penetration.
 Social and cultural factors
Are you influenced by the TV commercials of
Tanishq? If yes, Do you think it portrays the
Heritage and legacy of India?
no
29%

yes- 71%
no- 29%

yes
71%

The majority of respondents (71%) indicate that they are influenced by Tanishq's TV commercials,
suggesting that the advertisements have a notable impact on consumer perceptions and
behaviors.
Among those influenced by the commercials, all respondents (100%) believe that the commercials
effectively portray the heritage and legacy of India. This indicates a strong perception that
Tanishq's advertising content resonates with cultural values and traditions, contributing to a sense
of pride and connection among viewers.
However, it's worth noting that a minority of respondents (29%) are not influenced by Tanishq's TV
commercials. While this group may not be swayed by the advertisements, their reasons for not
being influenced could vary and would warrant further exploration.
 Social and cultural factors

Do you feel that Tanishq effectively caters to

no
different social and cultural traditions? 8.1%

Yes (91.9%)
No (8.1%)

The overwhelming majority of respondents feel that Tanishq effectively caters to different
social and cultural traditions. This suggests a high level of satisfaction or confidence among
yes
respondents regarding Tanishq's ability to accommodate diverse cultural preferences and 91.9%

traditions in its jewelry offerings. A small percentage of respondents indicate that they do not
feel Tanishq effectively caters to different social and cultural traditions. This suggests a segment
of respondents who may perceive gaps or inadequacies in Tanishq's efforts to address the
diverse needs and preferences stemming from various social and cultural backgrounds.
 How important are the following factors in your decision making process when buying
jewelry?
(1- highest, 5- lowest)

Series 1 Series 2 Series 3 Series 4 Series 5

30

25

20

15

10

0
quality price brand reputation design customer service
SUPPLY CHAIN
SUPPLY
CHAIN
Chic sophistication drop earrings
are one of the most repeat ordered earrings
these are 22K gold 3.72grams priced at Rs
30,628(on date 7th APRIL 2024)
RAW
MATERIAL
GOLD is sourced from
karnataka gold fileds 70%
rest it is imported from
Switzerland, UAE and South
Africa
COPPER
Madhya Pradesh and
RAJISTHAN are place which
provides most of the copper
to MIX
Gold is mixed with other metals like
copper and silverto make the gold
jwellery strong and cheaper
MANUFACTURING

TANISHQ KOLKATA FACTORY

TANISHQ jewellery is stored and manufacture
in the Kolkata based manufacturing industry
of Titan and now they are working with more
than 50 vendors in the country. They mainly
outsource the Karigar work and do all the
machine work
CARRYING
FORWARD
AGENT
they have fireproof cars and have
two gunman inside and always on
camera which provides security
to the both buyer and the seller

for brands like Tanishq, they have to transport

high-value items, so they have to make sure that
they have secure transport from their
manufacturing hubs, so they do carry CFA agent
 SUPPLY CHAIN
THE SUPPLY CHAIN BEFORE 2000s

this supply chain had many issues related to the industry which were ssolved by tanishq clean AND out plan
PROBLEMS

Expensive inventory cost

production& stock were in single Kolkata factory
No made to deliver orders were made
it took large time from manufactuer to boutiques
•Improvement in delivery alignment increased from 70% to
90%
*Working Capital reduced by 10%
•FG Inventory is within 10% of stock norms in comparison
with 22% last year
SILENT SELLER PROJECT
IIAD

Ridhima Chawla
Lakshay Kumar
 Declaration
We hereby declare that this case study is our own work and
that, to the best of our knowledge and belief, it reproduces no
material previously published or written, nor material that has
been accepted for the award of any other degree by any
educational institution, except where due acknowledgement is
made in the text.
 Acknowledgement
We would like to thank the entire Faculty of Fashion Business Management, especially
our Project Leader and Course leader, Ms. Sunita Konwar along with are level leader
Ms. Swati Singh and our tutors Ms. Neha Bohra, Ms. Alka Gupta, Ms. Gargi Dutta and
Mr. Abhishek Verma for guiding us throughout the commencement of this project and
helping us make the right decisions with their encouragement and constructive
criticism. We are grateful to Indian Institute of Art and Design for having provided us
with this wonderful opportunity to work on the project titled Fashion Consumerism. We
would also like to extent our heartfelt gratitude to our Family and Friends, without
whom this project would not have been successful.
WHAT IS VISUAL MERCHANDISING?

Visual merchandising is the practice of organizing and displaying products in a retail

space. It is used to highlight products and their features, gain customers' attention,
make customers feel comfortable and promote sales.

Your store’s display window is the first thing people see, and it can be a deciding
factor in whether a customer enters the store or not. One of the most crucial
visuals that will define your shop is a powerful retail window design.

The art of capturing attention through visual appeal has its own
principles, but it all comes down to one thing: creating an amazing
experience that encourages a purchase.
 jewellery
window display

tanishq

point of sale
Words windows

red,
wedding
orange

retail
environments visual merchandising

golden
OPEN WINDOW DISPLAYS

In open window displays, there are no walls or screens behind the

display itself meaning shoppers can see directly through it and into the
store beyond. The ambience and activity within a store are allowed to
flow into the window area and create excitement and intrigue amongst
those walking by.

All windows of Tanishq are open windows.

 Unique selling proposition

Tanishq’s usp its commitment to quality and authenticity. Customers trust the brand for its superior
craftsmanship and use of genuine materials
Colour Palette
Rough Sketch
3D MODEL
THEME: Wedding
STORE TANISHQ stores use marble on front
facade
and lighten up logo ;they have see
centre of the store they have through window
chandelier

A store in attendant on every

desk to help you out

Beige Marble
floors all over the
store
 TANISHQ uses 3 different lights in its store for better
experience and showcasing its products to the brightly

white light on diamond Warm lights on its w products

counter Yellow light on gold counter
 PROCESS OF MAKING THE WINDOW

first step : Ideation and brainstorming

second step: approval and discussion of design with the faculty
third step: making a rough sketch
fourth step: Making 3D design
fifth step: making a material list
sixth step: sourcing of materials done from various markets like Chawri bazaar,
Paharganj
seventh step: planning out the elements of window and discussing the overall look.
eigth step: making of props
ninth step: making the base
tenth step: putting everything in place
eleventh step: finishing touches
styling
layer 7: pearl necklace

layer 4 : top layer 6 : coat

layer 3 : shirt

layer 1 : trousers

layer 5 : bag

layer 2: boots
 layer1: tshirt:
layer2:pullover

layer 7: handband

layer 5: watch

layer 3: pants
layer 6: belt

layer 4:boots
PROCESS PHOTOS
MALL RESEARCH

The brands we took are marks &

Spencer ,Beverly Hills and polo Ralph
Lauren
Marks & Spencer is a mass brand Beverly Hills is a
premium brand, whereas polo Ralph Lauren is a
Luxury
both sell the similar products like polo tshirt
,pullover, Shacket ,trousers, and jeans whereas
Marks & Spencer have a product line for clothing
as well as Home furnishing also
 COMPARISON

Beverly Hills use screens Polo Ralph Lauren creates

Marks & Spencer uses
around the showroom To unique ambience by using
use table for the
showcase models and polo sticks and leather
products that are on
influencer, wearing their sofas American boxes
sale and hangers for
clothes around there, showroom
the fresh products
size of the showroom is size of the showroom is
size of the show room
1000sqft 2500sq ft
is 17000sqft they play 2000s song on play old American music
use marble flooring, the background around the show
minimal design ceiling
REFERENCING
https://www.scribd.com/
https://www.tanishq.co.in
https://www.similarweb.com/corp/extension/
https://www.marketing91.com/marketing-mix-tanishq/
https://www.statista.com/statistics/1010361/india-titan-company-income-from-jewelry/
https://iide.co/case-studies/marketing--of-tanishq/
https://www.behance.net/gallery/184082983/Summer-Internship-Project?tracking_source=search_projects|tanishq&l=6
https://www.advertgallery.com/product-category/advertisements-by-brand/tanishq/
https://www.thedrum.com/news/2022/04/14/tanishq-brings-jewelry-collection-life-with-3d-billboard-mumbai
https://digitalscholar.in/tanishq-digital-marketing-strategies/
https://www.thejewelrymagazine.com/tanishq-opens-first-flagship-store-in-singapore/
https://www.vogue.in/fashion/content/tanishq-new-jewellery-collection-has-something-for-everyone
https://stg.tanishq.ae/tanishq-csr.html
www.pinterest.com