DEPARTMENT OF MANAGEMENT

UNIVERSITY OF NORTH BENGAL

COMPANY TANISHQ

KHUELI DATTA
ROSHNI GUPTA
ANKITA NANDY
MADHUMITA
SONALI
SUBHAM
TANISHQ – AS A BRAND
Tanishq is India's largest, most desirable
01 and fastest growing jewellery brand
in India.

The words 'Tan' meaning body and 'Nishk'

meaning a gold ornament, Tanishq is a
02 name synonymous with superior
craftsmanship, exclusive designs and
superlative product quality.

03 Started in 1995, Tanishq is the jewellery

business group of Titan Industries Ltd-
promoted by the TATA group.

Tanishq has set up production and

04 sourcing bases with through research
of the jewellery crafts of India.
 Total customer orientation
Employee appreciation

Performance culture and teamwork

Creativity and Innovation

To be a world-class, innovative, progressive

organization and to build India’s most desirable
jewellery.
The Training and Education provider and coordinator
for
Recognised and respected as an organisation for
excellence and trusted leadership of the Jewellery
Industry
Retail Skills for the Jewellery Industry
 PRODUCTS
BASED ON TANGIBILITY BASED ON OCASSION

Tanishq
01 Tanishq Diamond wedding 01
collection

Tanishq Fashion
02 Gold 02

Tanishq Colours of
03 Platinum royalty 03
 01 03
Tanishq Diamond Tanishq
Platinum

02 04
Tanishq Gold
MIA
 PRICE

All day Diamonds

Valentines day 0 From Rs 1960
collections from
Rs 2000 … 3
• Products
starting from 0 0
Rs 600 … Attractive
1 0 offers –
4
2 up to
25% off
 INTEGRATED MARKETING
COMMUNICATION

Started with Building

Your Text Here Drawing
parent Campaign long-term
new focused on relationships
company
customers 22karat pure with the
Titan and in
into its gold. existing.
1997 came
stores . •Key Continuous
up
marketing television
objectives campaigns
around the
year
 TARGET AUDIENCE

Consumers, who
Upper – middle class to Lower – understands
Upper class women. uniqueness,
– Age group: 21 – 55 married sophistication,
women elegance and class.

DEMOGRAPHIC PSYCHOGRAPHIC
GEOGRAPHIC BEHAVIORAL
SEGMENTATION SEGMENTATION
SEGMENTATION SEGMENTATION

Tanishq has 121 stores across 76

cities (metropolitan and cosmopolitan,
small cities and big towns in India) and
still expanding.
– Example: Mumbai, Delhi, Kolkata,
Chennai, Bangalore, Hyderabad, Pune,
Cochin, Calicut, Coimbatore, Nagpur,
Chandigarh, Dispur, Lucknow,
Jalndhar, Nagpur, Nasik etc
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
 AGE GROUP

AGE AGE AGE

Women living in
metropolitan and 20 – 30 year
cosmopolitan cities, old newly
big towns etc. married

31 – 40 year old 41 – 55 year old Upper middle

married with with daughters of class and above
children marriageable age.

AGE AGE
 IMAGE & BRANDING

PROMISE OF
Superior PURITY AND A TRUST
Luxury
Product UNIQUE
EXPERIENCE

In order to compete It has established itself as

Tanishq also has with the regional Design and retail a highly ethical player in a
been positioned as players, innovation have been market that was rated as
Tanishq introduced the the hallmark of Tanishq having the highest
a branded concept of “consistency all these years.
jewellery of luxury incidence of under
in delivering promise”. • First and only jeweller karatage (Bureau of Indian
rather than • Tanishq is known for who guarantees the
its ability to develop Standards).
commodity. It purity of its gold • They even have gold
specialized design
moves jewellery jewellery and certifies meters where one can
collections.
beyond investment • It is the only jeweler
the quality of its check the purity of gold.
that houses a full- diamonds and colour Trust
to the gems in writing.
fledged design studio
fashion and with a team of several
adornment sector. international
award winning Indian
designers.
 OBJECTIVES OF
ADVERTISMENT

01 02 03 04
INFION
ABOUT
PRODUCT
.INFORMATION PUBLIC ESTABLISHMENT
SERVICES
ABOUT INCREASE EDUCATION OF
TO
PRODUCT IN SALE & CREATION RELATIONSHIP
SERVICES TO
CUSTOMER REDUCTION OF IMAGE/
SCUSTOMERS IN COST GOODWILL
ADVERTISMENT &
PROMOTION

Two promotion strategies opted by

Tanishq

Cultivate trust by educating customers

about the unethical practices in the
business

Change the perception of jewellery as a

high priced purchase
0 Brand
Ambassadors

Shridevi
Amitabh Bachchan
Jaya Bachchan
Asin
Deepika Padukone
Diya Mirza
Karishma Kapoor
 PRINT ADVERTISMENT

Magazines
The April 2011 issues of Grihshobha and Woman's Era saw what is said to be
“the largest ever collaborative cover in magazine publishing in India”. A
promotion for Tanishq Jewellery, the SuperWrap Cover was spread across
eight A4 sides and folds around the main magazine multiple times.

14
 Sales Promotion
International
International Jewellery and
Jewellery Fashion Shows Art
.
Fair Magazines

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 OTHER PROMOTIONAL ACTIVITIES
Tanishq 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 instalments

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

To tap the Southern Market:

– They have been engaging in press advertising and social programs in
order to engage culturally with the Tamil community.
– They are also planning to make a Tamil film. The consumer in that
market still considers Tanishq an outsider as opposed to their local
jeweller. But they want them to see Tanishq as their family jewellers now
ADVERTISING MANAGEMENT

ATL Television advertisement

Print advertisement

Sponsorships

Internet marketing and

sales

Exhibitions Occasional ads

SUGGESTIONS

• More retail outlets.

• Should introduce more low range
collections.
• May try coming up with some limited
edition manufacturing accessories.
 REFERENCES
http://www.adageindia.in/marketing/cmo-
strategy/Why-There-is-a-Tanishq-for-Every-
Woman/amp_articleshow/51971070.cms
https://www.marketing91.com/marketing-mix-
tanishq/
https://www.socialsamosa.com/
Thank you
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