Tanishq

(sync between Stp and marketing mix)

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

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

me” reaction

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

the South market

• Boutiques were spacious, intimidating , exclusive with limited

inventory on display

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

gem-set jewelry
 TANISHQ STRATEGIES

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

400 designs

• Multimedia campaigns were launched in press and on TV to

focus on traditional designs

• Prevailing under-karatage problems industry wide were

countered by installing karat-meter

• Seven-stone concept helped Tanishq to overcome the

perception of it being a Westernized brand
MARKET STRUCTURE

Premium

Popular

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

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

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

Upper Professionals/Business/career Branded jewellery Tanishq

Middle oriented/Executives

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

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

Lower Blue Collar, Skilled Artificial Jewellery No company

Middle preference

Lower Semi Skilled No Need -

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

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

Indian woman segment”

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

• The setting of their stores intimidated the Indian consumers

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

• Despite several repositioning attempts the brand was perceived as too

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

• Colors- colored jewellery corrected the impression of Tanishq

having only modern designs

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

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

Tanishq from being a traditional studded collection inspired by
mango motif

• Designed jewellery for the movie Paheli and subsequent

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

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

• The stores operate on the franchise model.

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

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

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

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

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

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

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

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

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

• Initiated a loyalty program called the Golden Harvest

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

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

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