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Pa rin ita

Ma ha ja ns he tti

Kr iti Ch at ur ve di

Click to edit Master subtitle style

Kh us hb oo
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Sr ip ar na

Sa ha

Ku m ar i

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February 18, 2009

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The Big Bangle Promotion

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Gold Plus a jewellery division of Titan Industries of the TATA group has created the worlds biggest, pure 22 carat bangle at Erode, Tamilnadu. The bangle measuring a

PROMOTIONAL ACTIVITIES AMONG YOUNG GENERATION

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Innovative golden schemes for all GoldPlus runs a monthly saving scheme called "Golden Future 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. An

PROMOTIONAL ACTIVITIES AMONG YOUNG Providing special offers on certain occasions GENERATIONvalentines like anniversary,
day, etc. through online promotion. Promotion of TATA Gold Plus can also be done by using other famous brands of TATA like TATA Tea, Tetley and further combining offers and discounts (Gold Coins) with the same. Providing facility of online shopping can also be done.
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THROUGH SOCIAL MEDIA

How people are searching in social media:

Instant search. Search.twitter.com

use tweet deck to organize searches & follow searches

Crowd Sourcing ask your network for advice. Social Media Subscriptions networking with friends. People search on Facebook, Twitter 4/29/12 and LinkedIn

TATA NANO GOLD PLUS

Titan, a Tata group company, has come out with a very unique way of celebrating 5000 years of fine Indian jewellery. Titan is an arm of the Tata Group that is a very popular manufacturer of jewellery in India and

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STRENGHTS

GOLD PLUS SWOT ANALYSIS

OPPORTUNITIES Outlets Rural Markets

Marketing Strategy TATA Support Traditions and value

THREATS

WEAKNESS
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Tanishq Design Stealers

Limited Outlets

Do you feel, the initiatives taken for the rural and small towns by the marketers of gold plus brand, could also be used for launching it in cities, Click to edit Master subtitle style targeting the middle class customer here? Explain with reasons.
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The main aim of Tata GoldPlus is to provide pure gold and not manipulate with customers money. This can attract urban people as well, Indians believe spending on items carefully. Gold has always been an attractive investment as the prices are increasing and also it is an issue of prestige. Urban citizens are now a days more

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Every Indian family wants to save gold for their daughters wedding . This same applies for urban Indian families Success in 9 states shows that the Tata GoldPlus can succeed in any city. Cost effective method where in the customer gets value for money . On occasions such as
Akshaya

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Emotional connect is basic idea of attracting customers and so this does not change the positioning The brand name itself will attract half of the consumers no explanation on that side Golden Chariot an initiative taken by Tata, a vehicle goes around city, encourages people to check the purity of gold or cleaning or polishing free of cost

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Goldplus, Titan Industries, wins two awards at the 23rd Annual Globes Awards Ceremonies in Boston, USA

The MAA Worldwide Globes Recognition Program, the highest standard of excellence and recognition in the marketing communications industry, has awarded Gold Plus with 2 (two) prestigious awards at the 23rd Annual Globes Awards Ceremonies held in Boston, on October 19, 2009. The programme, established in 1985, is the industry's leading international recognition programme for the world's most outstanding marketing campaigns. It is the only competition of its kind. Gold Plus the jewellery brand for mass market from Titan Industries bagged awards in the following categories: Category Best use of direct marketing in a promotion campaign Award Silver Promotion Worlds biggest gold bangle Category - Best small budget campaign Award Bronze Promotion Worlds biggest gold bangle

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To sum it up
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Tanishq says the competition is coming more from domestic players than international jewellers, which are very expensive and cater only to a certain profile of customers. Tanishq, which reached out to the semi-urban and rural markets through a separate mass-market brand called GoldPlus, is now in the process of consolidating its position. Gold Plus aims to herald standardization in a largely 4/29/12

Gold Plus :Size of the oppor tunity Semi-urban and rural market estimated to be as much as 40% of the total : Over Rs 40,000 corers. Value conscious consumers, buying traditional jewellery Very fragmented industry with underkaratage still prevalent in many parts of the country A new business model and a new 4/29/12 brand to exploit this opportunity

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