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Tanishq : Positioning to capture Indian Women's Heart
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Tanishq : Positioning to capture Indian Women's Heart

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Tanisque

Tanisque

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  • 1. Tanishq: Positioning to Capture the Indian Woman’s Heart Prepared by: A.Arputha Selvaraj APMP IIM Calcutta
  • 2. OVERVIEW  Indian Jewellery industry  Tanishq and Goldplus SWOT analysis  Problem Analysis  Success Strategies  Financial Analysis  Recommendations
  • 3. India’s Gold Jewelry Industry  Indian gold jewelry market ~ $12 Billion  Indian wedding jewelry - ~ 70% of jewelry market  Wedding trousseau consisting of at least 5 pieces ~ $7500 (2008 Gold Price)where per capita income was ~ $1,089
  • 4. India’s Annual Gold Consumption
  • 5. The Rising Price of Gold
  • 6. Gold Consumer Market Segmentation
  • 7. Tanishq SWOT Analysis STRENGTHS WEAKNESSES  Capital  Flexibility  Innovative  Modern Style  Excellent & outstanding advertisement strategy  ‘Not for me’  Gold Purchase Rituals  Gold Perceptive
  • 8. Tanishq SWOT Analysis OPPORTUNITIES THREATS  TATA Support  The Wedding Market  Globalization  GoldPlus  Local Jewelers  Gold Significance  Government Regulations
  • 9. GoldPlus SWOT Analysis STRENGTHS WEAKNESSES  Marketing Strategy  TATA Support  Traditions & Values  Limited Outlets
  • 10. GoldPlus SWOT Analysis OPPORTUNITIES THREATS  Outlets  The Rural Market  Tanishq  Government Regualtions  Design Stealers  Vision of Undisciplined Boy!
  • 11. Problem Analysis Heavy Competition Failure of Gold watches Failure to tap wedding Market ‘‘Not for Me’’ perception Internal conflicts between Tanishq and Goldplus
  • 12. Successful Strategies  Complete positioning  Introduction of studded Jewelery  Very high promotion  Pioneering the Karatmeter  Elimination of traditional middlemen
  • 13. Jewelers Tanishq Vendor or Middlemen Head Karigars Head Karigars Unorganized Karigars Unorganized Karigars Traditional system Vs. Tanishq system
  • 14. Graph showing the total sales of Tanishq from 1998- 2007:
  • 15. Recommendations  Tanishq & GoldPlus, compliment each other  Understand their market territories & Characteristics  Capitalize their strengths  Cross Branding the market to own a larger share  Going Global and teaming up with Indian entertainment products internationally
  • 16. Thank you

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