Tanishq case group 4

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Tanishq case group 4

  1. 1. Group 4 Sushant Kumar Ritesh Kamal Richansh Kumar B.Kushal Kumar Mayank Shukla Ganesh Padhi
  2. 2.  Has positioned itself as high end product Designer jewelry - western. Indian woman perceived it as “nice, but not for me” type of product. In catering to affluent class, Tanishq lost focus on the actual customer demand of plain golden jewelry which constituted 80%.
  3. 3.  Traditional in approach, target at plain gold jewelry. Low end product. Competition with regional jewelers. Better prices as compared to Tanishq. Branded as Tata product. Indian buyers obsessed with 22 carat and not 18 carat.
  4. 4.  Recent times have seen larger brands witnessing an upward swings due to the factor such as – Created more occasions to wear gold in different regions of the country. 1. Increasing consumer sophistication 2. Diminishing investment-driven purchases 3. Growing Indian economy 4. With more women working, the demand for 9 to 5 wearable jewlery is incereasing
  5. 5.  Tanishq- Lost focus on customer demand Gold Plus- Price compromise threat to Tanishq Double Taxation Expansion of GoldPlus beyond 20 stores would make it eligible for taxation and term it as a brand which in turn will make rural buyers away from it.
  6. 6.  Going by the current situation : GoldPlus to be discontinued and more focus on diverse profile of jewelery. Our suggestion : Brand Absorption( Gold Plus within Tanishq) Product Segmentation Avoidance of double taxation Gaining both market share Difference in designs and quality catering to wide variety of buyers/customers
  7. 7. Thank You

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