Brand Tanishq

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BRAND POSITIONING

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Brand Tanishq

  1. 1. Presented byAPURBA KUMAR NASKAR MADHURI DAS SOURAV PRAMANIK
  2. 2. INTRODUCTION  Tanishq is India's largest, most desirable and fastest growing jewelry brand in India.  Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the TATA group.  Titan's jewellery business had reported a turnover of Rs 7,064 crore for 2011-12.  Tanishq has set up production and sourcing bases with through research of the jewelry crafts of India.  Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment.
  3. 3. Vision & Mission VISION: To be a world-class, innovative, progressive organization and to build India’s most desirable jewelry. The Training and Education provider and coordinator for Recognised and respected as an organisation for excellence and trusted leadership of the Jewellery Industry. Financial Independent. Retail Skills Ethics and Industry conduct for the Jewellery Industry MISSION: Total customer orientation Employee appreciation Performance culture and teamwork Creativity and Innovation Passion for excellence Corporate Citizenship
  4. 4. Product Product variety • Plain gold jewelry, studded gold jewelry, Platinum jewelry, silverware-product range and solitaires. • 22K, 18K and 9K pure gold ear rings, bangles, chains, rings, nose pins etc. Quality • 1st & the only jeweller-guarentees at the store • Claim and deliver quality • Built trust based on the same • Gold meters- check gold purity • Established as ethical player in the market • Differentiating factor –experience & quality in store
  5. 5. Design • Frequent new and unique collections to cater to variety seeking customers • Full fledged design studio and largest design team in the country • Each piece is designed by team of award winning designers • Adjudged the most admired jewelry brand in 2004 • Breath taking jewelry- contemporary with traditional touch
  6. 6. Pricing • • • • Products starting from Rs 600 … Valentines day collections from Rs 2000 … Attractive offers –up to 25% off All day Diamonds from Rs 1960 …
  7. 7. Promotion Mix • Advertising : Through print media, social media and television
  8. 8. Emotional Appeal
  9. 9. Concept stores – “Revitalizer of Tradition”
  10. 10. Segmentation & Postioning • Niche Marketing • Positioned – international brand for Indian elite • Since 1997: Mass marketing Geographical segmentation  Satisfy tastes of all regions  Ethnic designs  Transpose designs-Bengali in Delhi …. • Psychographic segmentation  Lifestyle – Working women
  11. 11. REPOSITIONING • Same product and target market • Change in image of product • Product Repositioning : • Product – modified to make it more acceptable to its target segment  to serve the customer needs effectively
  12. 12. TARGET MARKET Class Consumer Profile Product Preference Company Preference High Inherited Income/Professionals/Business/ exceptional ability Branded Designer Jewellery and Diamond studded jewellery Tanishq and Geetanjali Upper Middle Professionals/Business/career oriented/Executives Branded jewellery Tanishq Middle White Collar, Educated Unbranded jewellery as well as high quality Artificial jewellery Local Shops like PP jewellers Sia Jewellers for Artificial jewellery Lower Middle Blue Collar, Skilled Artificial Jewellery No company preference Lower Semi Skilled No Need -
  13. 13. MARKET STRUCTURE Premium Popular Mass
  14. 14. BRAND POSITIONING PROMISE OF PURITY AND A UNIQUE EXPERIENCE Trust • Design and retail innovation have been the hallmark of Tanishq all these years. • First and only jeweler who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and colored gems in writing. • It has established itself as a highly ethical player in a market that was rated as having the highest incidence of under karatage (Bureau of Indian Standards). • They even have gold meters where one can check the purity of gold.
  15. 15. BRAND POSITIONING Luxury Superior Product • Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. It moves jewellery beyond investment to the fashion and adornment sector. • In order to compete with the regional players, Tanishq introduced the concept of “consistency in delivering promise”. • Tanishq is known for its ability to develop specialized design collections. • It is the only jeweler that houses a full-fledged design studio with a team of several international award winning Indian designers.
  16. 16. MARKETING MIX :PRODUCT • PRODUCT VARIETY: Based on Tangibility • Tanishq Diamond Tanishq Gold Tanishq Platinum Based on Experience/Occasion • Tanishq wedding collection Moham Fashion Colors of royalty
  17. 17. Brand Ambassadors
  18. 18. Sales Promotion
  19. 19. SWOT Analysis Strengths • Strong backing of the Titan Industries of the Tata Group and TN Govt. • Standard gold pricing • Award winning designs • Competitive prices • Caters to all market segments with sub-brands • Has its presence in over 83 Indian cities
  20. 20. Weakness • Negative perception – Brand was only for the rich • Strong labor union Opportunities • Expanding to global markets • 99% of potential Indian gold market
  21. 21. Threats • Competition from traditional jewelers • Increasing gold price affecting the low end customers
  22. 22. Thank You
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