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1.Executive Summary
2.Current Marketing Strategy
3.SWOT Analysis
4.Objective and Issues
5.Marketing Strategy
6.Action Programme
7. Budget Control
Indian Gems And Jewellery
Industry
ß ÷old jewellery demand in India was around 558 tonnes in 2007.
ß Largest consumer of gold (around 27 percent of global
consumption) and also the largest diamond processor (around 90
percent by pieces and 55 percent by value of the global market).
ß Domestic diamond jewellery market is estimated at around 115
billion in retail value during 2007 and is expected to increase at an
annual rate of 8.5-9%.
ß Highly unorganized and fragmented with 96 percent of the total
players being family owned businesses.
ß India is also home to around 450,000 goldsmiths, 100,000 gold
jewellers along with 6,000 diamond processing players and 8,000
diamond jewellers.
ianishq
ß Started in 1995, Tanishq is the jewellery
business group of Titan Industries Ltd -
promoted by the TATA group.
ß The product portfolio includes jewellery for
everyday wear and for occasions, in 22-carat
gold, diamonds and precious gemstones.
ß The jewellery designs range from traditional to
contemporary and are available in several
styles such as ã and
ß Tanishq also produces platinum jewellery
ß Tanishq collaborated with POND¶s FEMINA
Miss India for making beautiful Crown.
ß Tanishq grew by 57 per cent to Rs. 2,028 crore
during financial year 2008 on the back of retail
expansion and improvement in per-store growth.
ß There is an immense scope for further growth as
Tanishq comprises a small share of the overall Rs
70,000-crore Indian jewellery market i.e. 2.89%.
ß Core Competencies
ß Consistency in delivering on their promise
ß Superior products and processes
ß Distinctive customer experience
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Strengths
Strong brand Image
Perceived as high quality Indian brand
Strong and Focused Brand Portfolio
Established Design Studio
National retail chain of exclusive stores.
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all the segments according to segmentation followed in the present jewelry industry .
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r
r jollections
r Traditional ÷|
Contemporary
Fusion j!
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Weddings j
Special Occasion/ Festivals "
Everyday Wear
Plain ÷old 22k j
÷|
Diamond # j
÷ems and Stone Studded ÷old j! "
Kundan and Polki $|%
Solitaire
÷÷
1. Women, progressive and modern, who still
values tradition
2. Men at the age group of 25 and above.
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ianishq¶s jomparison with
other Market Players
ianishq Other Branded Local Jewelers
jewelers
! & ÷|
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Brooch Widely selling fashion In the range of Rs 5000-10000 Tanishq can make a foray in
accessory. men in the age group of 19
and above who are fashion
conscious.
Rings Tanishq can focus on In the price range of 25000- Men of age group 25-30,
engagement rings as it is 200000. typically falling in the
the time in men¶s life marriageable age.
when he likes to buy an
exclusive ring.
Chains Chains with pendants for The price range of the gold The target customers of this
men in sleek, executive chain along with the pendants range can be men of age group
designs. can be begin from 50000 25+.
onwards
Bracelets Tanishq can bring out a This piece of jewellery can be ÷enerally worn by young
range of casual looking, priced around the price range fashion conscious men in the
smart bracelets. above 15000. age group of 20+.
Pricing Strategy for the year
2009-10
ß Tanishq brand will continue to have perceived value pricing, though
the premium paid will be a bit less to penetrate into the marriage
gold market.
ß Offering special discount of 10% (shared equally between the
franchise & the company) on jewelry purchased for the marriage. It
will be signified as someone buying gold(or diamond converted to
gold based on value) in excess of 100gm
ß Tanishq can save 7-11% margin earned by the franchisee through
selling online and pass a part of the same to the online consumer.
ß ÷old plus will continue to have value pricing and being a lucrative
option for consumers looking for 22 karat gold in sub urban areas.
ß Pricing for the new men¶s collection that will be launched next year
will also be in line with our current perceived value pricing
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ß Personal communication channels
ß Non ±personal communication channels
print media [vouge,femina, cosmopolitian }
and business magazines for men¶s collection
broad cast media
display media
Event and experiences
Online selling
jompetitors Website Review
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Brand Ambassador - Bipasha Basu Neha Dhupia Karishma Kapoor
Selling Online No Yes Yes No
Product Range Very Low High Medium Limited
Attractiveness Very ÷ood ÷ood Average Average
Occasion wise Jewellery No Yes Yes No
Navigational Ease Low High High Medium
Price Range No 5000-50000 1000-70000 No
Server
Order
fulfillment Catalogue
and and
Customer shopping
Service cart
Systems
Payment processing
systems
!
Saves money (high overhead margins).