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    Tanishq - Capturing Indian Women's Heart

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    Rahul Rajendran
    Tanishq aimed to capture the hearts of Indian women by positioning itself as a modern jewelry brand focused on western designs while also appealing to Indian traditions. It established stores in major cities and towns across India with a unique layout displaying limited inventory. While it faced threats from traditional local jewelers, Tanishq leveraged its reputation as a TATA brand and targeted confident, modern women through niche and psychographic segmentation. It repositioned itself over time through new collections, advertising, and promotions to remain relevant in the evolving Indian jewelry market.

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    Tanishq - Capturing Indian Women's Heart

    Uploaded by

    Rahul Rajendran
    227 views10 pages
    Tanishq aimed to capture the hearts of Indian women by positioning itself as a modern jewelry brand focused on western designs while also appealing to Indian traditions. It established stores in major cities and towns across India with a unique layout displaying limited inventory. While it faced threats from traditional local jewelers, Tanishq leveraged its reputation as a TATA brand and targeted confident, modern women through niche and psychographic segmentation. It repositioned itself over time through new collections, advertising, and promotions to remain relevant in the evolving Indian jewelry market.

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    How Tanisha captured Indian market

    Original Title

    Tanishq- Capturing Indian Women's Heart

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    Tanishq aimed to capture the hearts of Indian women by positioning itself as a modern jewelry brand focused on western designs while also appealing to Indian traditions. It established stores in major cities and towns across India with a unique layout displaying limited inventory. While it faced threats from traditional local jewelers, Tanishq leveraged its reputation as a TATA brand and targeted confident, modern women through niche and psychographic segmentation. It repositioned itself over time through new collections, advertising, and promotions to remain relevant in the evolving Indian jewelry market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    227 views10 pages

    Tanishq - Capturing Indian Women's Heart

    Uploaded by

    Rahul Rajendran
    Tanishq aimed to capture the hearts of Indian women by positioning itself as a modern jewelry brand focused on western designs while also appealing to Indian traditions. It established stores in major cities and towns across India with a unique layout displaying limited inventory. While it faced threats from traditional local jewelers, Tanishq leveraged its reputation as a TATA brand and targeted confident, modern women through niche and psychographic segmentation. It repositioned itself over time through new collections, advertising, and promotions to remain relevant in the evolving Indian jewelry market.

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    © All Rights Reserved
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    You are on page 1of 10

    Tanishq:Positioning to Capture

    Indian Women’s Heart


    Rahul Rajendran
    Tanishq & Goldplus
    1. Modern gold jewelry and designs. 1. Traditional Plain gold jewelry.

    2. Tanishq focused on western designs 2. Goldplus was Indian at heart and


    and was Influenced by it. was ethnic design plain jewellery.

    3. Tanishq was set up in the major 3. Goldplus was started in small and
    cities and towns of India. local towns where local jewelers
    dominated the business.
    4. The showroom was unique due to its
    layout structure where limited 4. Typical jewellery layout where the
    inventory was put out for display. whole inventory was out on display.
    2
    SWOT ANALYSIS
    1.)Wrong Perception(Not for me)
    1.)Reputation of TATA brand.
    2.)No history in India.
    2.)Standard Gold pricing
    3.)Bad brand name due to history (Tanishq
    3.)Retain stores in 83 cities Watches).

    SWO
    4.)Modern in nature and focused on youth 4.)Viewed as the Mercedes of Gold Brands.

    T
    1.)Cross branding of markets to acquire larger 1.)Competition from Traditionally based Local
    jewelers.
    share
    2.)Platinum sales increasing as years pass. 2.)Government increasing tax for Gold.
    3.)East asia is an untapped market for Gold. 3.)Globalization of Traditionally based
    4.)Diversification of Gold and Jewellery. Jewellers.

    3
    Porter’s Five Forces
    • De Beers, Nakshatra, TBZ and Ddamas
    Competitive Rivalry • Reliance Jewels, Kalyan Jewelers and Soni Jewelers

    • New competitors foray into the high class jewelry market.


    Threats of New Entrants • Launch of Goldplus Brand by Titan is a prime example.

    • Local and Traditional Jewelers already set up in cities and villages.


    Threat of Substitutes • Local Jewelers who are on the verge of globalizing their brand.

    • Vendors who own the inventories and decide the market.


    Bargaining Power of Suppliers • Karigars are controlled by group of vendors.

    • Customers are provided with various different Jewelers to choose from.


    Bargaining Power of Buyers • Customer’s knowledge of gold price & making charge gives them an edge.

    4
    PEST Analysis
    • Good relationship with the Government of India since independence.
    • Due to this, any issues can be directly discussed by Titan with the government.
    Political

    • Growth of GDP and per capita income of customer decides the sales value of Tanishq.
    • Interest rate & loan repayment capacity will determine purchasing power of customer.
    Economical

    • The current generation prefers diamonds and platinum over gold.


    • Tanishq to focus on providing these in the market to generate more sales.
    Social

    • Tanishq launched Schneider electrics IOT Platform in their retail stores.


    • Helps in managing data efficiently and also reduces the cost.
    Technological

    5
    Market Segmentation
    • Niche Marketing: Tanishq positioned itself as an International brand for
    the Elite Indian economy as it started out in 1995 with the intention of
    exporting the Gold to foreign markets.

    • Psychographic Segmentation:- Tanishq targeted the 40% of Working


    Indian women with a collection called G.

    • Geographical Segmentation:- Tanishq focused on providing different


    designs to different parts of the country .

    6
    Market Segmentation- Targeting
    30 or older Confidence
    CONFIDENT 37% of
    age group to adapt or
    MATRIACH Market adopt change
    of women.

    Younger Drawn to
    20% of women
    BALANCER married or modernity
    Market
    unmarried of designs

    7
    Brand Repositioning
    • Repositioned the diamonds.
    DAYTIMES • It was affordable,casual,young & contemporary.

    • Colored the jewelry.


    COLORS • To change perception that Tanishq had only modern designs.

    • 22 carat collection of Tanishq


    AARKA • In collaboration with Sabyasachi Mukherjee.

    • Traditional studded jewelry collection.


    AAMRA • Wedding & Festival collection added along as well.

    8
    Promotion, Advertising & Public Relation

    • Bollywood Tie-up in
    • TV Advertisements
    • Free gold coin offer PublicNorth India.
    Promotion Advertising
    • Brand Ambassador for
    • Pre-booking scheme
    TanishQ
    Relation
    • Socially responsible
    activities.

    9
    THE END

    10

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