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  • 1. Group 2
  • 2. INTRODUCTION• Tanishq is one of the most prominent jewellery brands in India.• It is a division of Titan Industries Pvt. Ltd., a unit of TATA Group.• Tanishq has an exquisite collection of gold, gems and diamond jewellery.• It is the largest jewellery brand in India, which started in 1995 in retail format.• Tanishq has 121 stores across 76 cities in India and still expanding.• The major competition for Tanishq is local brand present in each city and a branded players like TBZ, Gilli, and P. C. Chandra etc.• The name Tanishq is combination of ‘Tan’ meaning ‘body’ and ‘Ishq’ meaning love.
  • 3. SEGMENTATION• GEOGRAPHIC SEGMENTATION:• Tanishq has 121 stores across 76 cities (metropolitan and cosmopolitan, small cities and big towns in India) and still expanding.• Example: Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Cochin, Calicut, Coimbatore, Nagpur, Chandigarh, Dispur, Lucknow, Jalndhar, Nagpur, Nasik etc.• DEMOGRAPHIC SEGMENTATION:• SEC: Upper – middle class to Lower – Upper class women.• Age group: 21 – 55 married women• BEHAVIORAL SEGMENTATION:• Consumers, who understands uniqueness, sophistication, elegance and class.
  • 4. TARGET AUDIENCE• Women living in metropolitan and cosmopolitan cities, big towns etc.• Upper middle class and above• Age bracket:• 20 – 30 year old newly married• 31 – 40 year old married with children• 41 – 55 year old with daughters of marriageable age.
  • 5. POSITIONING• Unique Selling Point (USP): ‘ Uniqueness of design’ and secondly, innovation.• Tagline for Tanishq: “Pure Jewellery, Pure Joy”• Tanishq exemplifies:• Uniqueness of design and innovation• Transparency of dealings and superior service experience• A variety of nice, attractive and fashionable designs• A good store experience, ambience, people• Sophistication, elegance and class• Tata branding• The name Tanishq has appeal• POSITIONING WITH RESPECT TO RETAIL EXPERIENCE: • Tradition and modernity• Accessible, caring and transparent
  • 6. MEDIA PLAN• Duration : 1 month, May 2012• City: Mumbai• Brand: Tanishq• Budget: Rs. 40 cr.
  • 7. MEDIA PLAN1. Outdoor – Rs. 1crore with tax2. Newspapers - Rs. 21. 58 crore without tax3. Magazine – Rs. 2 crore without discount and with tax4. TVC – Rs. 12.8 crore with tax (discount allowed)5. Radio – Rs. 2 crore with TaxTOTAL – 39.38 cr.
  • 8. Outdoor• Train• Kiosks• Traffic Booths• Hoardings• Bus Backs• Bus Shelters• TOTAL: 1 crore with Tax
  • 9. Hoarding spot Size Cost for 1 month1. Peddar Road, near Jaslok Hospital 16 by 18 2,62,5002. Kopara, Khargar 30 by 20 52,5003. Opera House, Kennedy Bride 60 by 30 1,57,5004. Towards V.T,L.H.S lower. 20 by 20 2,10,0005. Mahalakshmi,Race course signal 15 by 15 2,10,0006. PrabhaDevi, Siddhivinayak 40 by 10 1,57,5007. Dadar, Tilak Bridge 20 by 20 1,05,0008. Lower Parel, near Phoenix Mills 40 by 20 1,57,5009. Cadel Road, Hinduja Hospital 20 by 20 1,05,00010. Mahim Cause-way 40 by 20 1,57,50011. Bandra, Thakaray bridge, R.H.S 40 by 20 2,10,00012. Santacruz, Highway, Vakola Flyover 40 by 20 1,57,500
  • 10. 13. Juhu, next to Sea Princess 30 by 20 1,57,50014. Juhu, opposite Centaur Hotel. 30 by 10 1,57,50015. Andheri, JVPD circle 40 by 20 1,57,50016. Andheri- trf from Powai to Andheri 40 by 20 1,05,00017. Jogeshwari, W.E.H 60 by 20 78,75018. Goregaon Malad link road 40 by 20 78,75019. Borivali Exit gate 40 by 20 1,05,00020. Sion Flyover to Chembur 40 by 20 1,05,00021. Masjid, P.D Melow road. 60 by 10 1,05,00022. Vashi Plaza 40 by 20 52,50023. Thane, Bridge terrace Highway 40 by 20 52,50024. Kandivali-Link road and M.G road junction 20 by 20 42,00025. Chembur, near Akbarallys. 40 by 20 78,750 Total: 31,13,250
  • 11. Bus numbers No. of ads in each Cost per panel Total cost1.      521 5 15750 78,7502.      33 5 15750 78,7503.      374 5 15750 78,7504.      22 5 15750 78,7505.      57 5 15750 78,7506.      21 5 15750 78,7507.      488 5 15750 78,7508.      602 5 15750 78,7509.      710 5 15750 78,75010.   707 5 15750 78,75011.  385 5 15750 78,75012.  319 5 15750 78,75013.  305 5 15750 78,75014.  274 5 15750 78,75015.  256 5 15750 78,75016.  236 5 15750 78,75017.  169 5 15750 78,75018.  153 5 15750 78,75019.  124 5 15750 78,75020.  16 5 15750 78,750 100 Total: 15,75,000
  • 12. Bus Shelters (Stop) Cost Cost for 1 month1. Deonar depot 25000 250002. Vashi 25000 250003. Filmistan 30000 300004. Andheri (station West) 40000 400005. Antop Hill 40000 400006. Bandra Hill road 40000 400007. Powai 40000 400008. Bhandup- Subash Nagar 20000 200009. Chinchpokli West 20000 2000010. Cotton Green 30000 3000011. Dadar-Ruia College 30000 3000012. Dahisar Bridge 30000 3000013. Dharavi Depot 25000 2500014. Ghatkopar station (E) 25000 2500015. Ghatkopar station (W) 25000 25000
  • 13. 16.  Haji Ali 40000 4000017.  Goregaon East 30000 3000018.  J.J. Hospital 40000 4000019.  Jogeshwari (HDFC colony) 25000 2500020.  Khanjurmarg Village 20000 2000021.  Kalina 20000 2000022.  Kopar Khairane 20000 2000023.  Marol Naka 30000 3000024.  Kurla Depot 35000 3500025.  Walkeshwar 25000 2500026.  Malad Navy Nagar 25000 2500027.  Worli Village 30000 3000028.  Wadala Depot 25000 2500029.  Yari road 20000 2000030.  Mantralaya 40000 40000TOTAL 870000 870000
  • 14. Places Number of traffic booths Cost for 1 month1. Goregaon East 1 1,00,0002. Lokhandwala 1 1,00,0003. Andheri West 1 1,00,0004. Andheri East 1 1,00,0005. SV road 1 1,00,0006. Bandra Masjid 1 1,00,0007. Sion circle 1 1,00,0008. King circle 1 1,00,0009. Lalbaug 1 1,00,00010. Dadar West 1 1,00,00011. Wadala 1 1,00,00012. Chembur Diamond Garden 1 1,00,00013. Vashi-Khopar Khairane 1 1,00,00014. Powai 1 1,00,00015. Vikhroli East 1 1,00,00016. Ghatkopar West 1 1,00,00017. Breach Candy 1 1,00,00018. Walkeshwar 1 1,00,00019. V.T 1 1,00,00020. Churchgate 1 1,00,000 Total: 20,00,000
  • 15. GANTRIESPlaces No. Cost for 1 month1.   Andheri junction off W.E.H 1 50,0002.   E.E.H-Priyadarshini junction. 1 50,0003.   E.E.H-Mulund junction. 1 50,0004.   Thane. 1 30,0005.   After Vashi toll gate. 1 30,000 Total: 2,10,000
  • 16. Number of Cost per Total cost for 1Places kiosks kiosk month1. SV road, Jogeshwari 5 10000 50,0002. Goregaon Mulund Link road 5 10000 50,0003. Gulmohar road,Juhu-Vile Parle 5 10000 50,0004. Lal Bhahadur Sastri Marg-Vikhroli 5 10000 50,0005. M.G road,Ghatkopar 5 8000 40,0006. BKC road 5 15000 75,0007. Bhyramji Jeejeebhoy Rd,BandraReclamation 5 15000 75,0008. Elphinstone Road 5 12000 60,0009. Meghraj Sethi Marg, Mumbai Central 5 12000 60,00010. N.S.C Bose road, Churchgate 5 20000 1,00,00011. Cuffe Parade 5 20000 1,00,00012. Sewri-Fort road 5 15000 75,00013. Palm Beach Road, Vashi 5 10000 50,00014. Thane Belapur Road 5 8000 40,00015. Narayan Pujari Nagar, Worli 5 15000 75,000TOTAL 9,50,000
  • 17. Glow signs at railway stations No. Cost per sign Total cost for 1 month1.      Dadar 2 12000 24,0002.      Mulund 2 12000 24,0003.      Vile Parle 2 20500 41,0004.      Dahisar 2 12000 24,0005.      Mira Road 2 12000 24,0006.      Bhayander 2 12000 24,0007.      Virar 2 12000 24,0008.      Sewri 2 12000 24,0009.      Mahim 2 15500 31,00010.  Govandi 2 12000 24,00011.  Sandhurst road 2 12000 24,00012.  Nerul 2 12000 24,00013.  Sion 2 12000 24,00014.  Wadala 2 12000 24,00015.  Charni Road 2 15500 31,000TOTAL 3,91,000
  • 18. Print Times Of India Mumbai Mirror Bombay Times Navbharath Times Hindustan Times Mid day The HIndu TOTAL : 21.58 crores
  • 19. FULL PAGE (Full color)Name of Newspaper TOI HT Navbharath Times HinduRate/sq cm 2230 1000 900 1200Cost of ad (Rate * cm2) 102,99,200 300,40,000 243,36,000 324,48,000 1st,7th,14th,21 1st,7th,14th,21 1st,7th,14th,21st, 1st,7th,14th,21Date of insertion st,28th of May st,28th of May 28th of May st,28th of May .Position Cover page Cover page Cover page Cover pageTotal Cost 979,20,200
  • 20. HALF PAGE- Under the fold (Full colour)Name of Newspaper TOI HT Navbharath Times HinduRate/sq cm 2230 1000 900 1200Cost of ad (Rate * cm2) 18553600 10320000 10288000 11584000 3rd,6th,9th,12th,1 3rd,6th,9th,12th, 3rd,6th,9th,12th, 5th,18th, 15th,18th, 3rd,6th,9th,12th,15th, 15th,18th, 21st,27th, 24th, 21st,27th, 24th, 18th, 21st,27th, 24th, 21st,27th, 24th, 25th, 29th, 31st of 25th, 29th, 31st 25th, 29th, 31st of 25th, 29th, 31stDate of insertion May . of May . May . of May .Position Last page Last page Last page Last pageNo. of insertions 10 10 10 10Total Cost 59257600
  • 21. 10 by 10 (Full colour)Name of Newspaper TOI HT Navbharsth times HinduRate/cm 2230 1000 900 1200Cost of ad (Rate * cm2) 22300000 10000000 10000000 1200000 4rd,10th,16th, 4rd,10th,16th, 4rd,10th,16th, 22nd,28th 22nd,28th of 4rd,10th,16th,22nd 22nd,28thDate of insertion May . May ,28th of May May Page 3, Page 3, Page 3, bottom Page 3,Position bottom right. bottom right. right. bottom right.TOTAL: 543,00,000
  • 22. Femina MAGAZINEPeopleFilmfare OutlookThe WeekElleGraziaGood Housekeeping
  • 23. FULL PAGE (Full color)Name of NewsMagazine Femina People Filmfare OutlookCost of ad 2,80,000 2,27,000 3,50,000 2,00,000Date of insertion Fortnight Fortnight Fortnight Fortnight Back PagePosition 3rd page 2 page nd Behind Cover Inside CoverTotal Cost 80,96,000
  • 24. Half Page (Full color)T GoodName of NewsMagazine The Week Elle Grazia HousekeepingCost of ad 1,50,000 2,00,000 2,00,000 4,00,000Date of insertion Fortnight Fortnight Fortnight MonthlyPosition 3rd page 4nd page 2nd last page 6th pageTotal Cost 28,00,000TOTAL MAGAZINE 108,96,000
  • 25.  Sony TV TVC Sony Pix Star Plus Star Movies Star Gold HBO Zee TV Zee Studio Zee Café Zee Cinema ColorsTOTAL – 12.8 crore
  • 26. No ofName of spots (forchannel Programme Time slot Days in week 1 month) Rate TotalSony 10:30 – 11:00Entertainment Bade Ache Lagte Hain pm Mon-Fri 60 31500 18,90,000Sony Pix 9:00 PM movie 9:00 – 11:30 pm Mon-Sun 224 26250 58,80,000Sony Pix 6:45 pm movie 6:45 – 9:00 pm Thurs - Sun 96 26250 25,20,000 Ye Rishtha Kya KehlataStar Plus Hain 9:30 – 10:00 pm Mon- Fri 40 120000 48,00,000 Iss pyaar ko kyan naamStar Plus doon 5:50 – 6:00 pm Mon-Fri 20 115000 23,00,000Star World Friends 1:30 – 2:00 pm Mon- Fri 40 115000 46,00,000Star World Desperate Housewives 7:00 – 7:30 pm Mon-Fri 60 115000 69,00,000 10:00 – 11:00Star World Castle pm Wed - Fri 48 120000 57,60,000Star Movies 4:00 pm movie 4:00 – 6:30 pm Thurs - Sun 32 110000 35,20,000Star Movies 9:00 pm movie 9:00 – 11:00 pm Mon – Thurs 32 110000 35,20,000Star Gold 12:00 pm movie 12:00 – 2:30 pm Mon-Fri 60 45000 27,00,000 12:00 – 2:00HBO 12:00 pm movie pm Fri – Sun 38 100000 38,00,000HBO 9:00 pm movie 9:00 – 11:00 Sat – Sun 16 110000 17,60,000
  • 27. No of Days in spots (for- Programme Time slot week 1 month) Rate TotalZee TV Choti Bahu 8:00 -8:;30 pm - Mon-Fri 40 26250 10,50,000 Yahaan Mein Ghar GharZee TV Kheli 9:00 – 9:30 pm Mon-Fri 60 26,250 15,75,000Zee Studio 9:00 PM movie 9:00 – 11:00pm Mon-Thurs 64 30000 19,20,000Zee Cafe Cougar Town 12:00– 1:00pm Mon- Fri 40 26250 10,05,000Zee Cafe Kitchen Masters 2:00 – 3:00 pm Mon-Fri 40 28250 11,30,000Zee Café Scrubs 8;00 – 9:00 pm Wed – Sun 45 50000 22,50,000NDTV Good Big Fat Indian Wedding,Times Band Bajaa Bride 12:00 – 1:00 pm Mon-Sun 112 20000 22,40,000NDTV 24x7 6:00 pm prime news 6:00 – 7:00pm Mon –Sun 140 22250 31,15,000TLC Nigella Lawson 2:00 – 3:00 pm Mon – Fri 40 26250 10,50,000TLC I’m too sexy for my shoes 6:00 7:00 pm Mon - Wed 48 26250 12,60,000 GeVacation, Vacation,TLC Vacation 8:00 – 9:00 pm Mon – Thurs 64 28250 18,08,000Colors Bhalika Vadhu 8:00 – 8:30 pm Mon – Fri 40 18250 7,30,000Colors Uttharan 7:00 – 7:30 pm Mon – Fri 40 15000 6,00,000
  • 28. No ofName of spots (forchannel Programme Time slot Days in week 1 month) Rate TotalSonyEntertainment General Spots 6:00 – 10:00 am Mon-Fri 60 31500 18,90,000Sony Pix General Spots 6:00 – 10:00 am Mon-Sun 78 26250 20,47,500Sony Pix General Spots 6:00 – 10:00 am Thurs - Sun 50 26250 13,12,500Star Plus General Spots 6:00 – 10:00 am Mon- Fri 60 120000 72,00,000Star Plus General Spots 6:00 – 10:00 am Mon-Fri 40 115000 46,00,000Star World General Spots 6:00 – 10:00 am Mon- Fri 60 115000 69,00,000Star World General Spots 6:00 – 10:00 am Mon-Fri 60 115000 69,00,000Star World General Spots 6:00 – 10:00 am Wed - Fri 48 120000 57,60,000Star Movies General Spots 6:00 – 10:00 am Thurs - Sun 32 110000 35,20,000Star Movies General Spots 6:00 – 10:00 am Mon – Thurs 32 110000 35,20,000Star Gold General Spots 6:00 – 10:00 am Mon-Fri 64 45000 28,80,000HBO General Spots 6:00 – 10:00 am Fri – Sun 38 100000 38,00,000HBO General Spots 6:00 – 10:00 am Sat – Sun 30 110000 33,00,000
  • 29. No ofName of spots (forchannel Programme Time slot Days in week 1 month) Rate TotalZee TV General spots 10:00 – 2:00 PM Mon-Sun 72 26250 1890000 General spots 1890000Zee TV 8:00 – 12:00PM Mon-Fri 72 26,250 General spotsZee Studio 7:00 – 11:00 AM Mon-Thurs 64 30000 1920000 General spotsZee Cafe 5:00 – 12:00 PM Mon- Fri 60 26250 1575000 General spotsZee Cafe 12:00 – 2:00 AM Mon-Fri 60 26250 1575000NDTV Good General spotsTimes 10:00 - 12:00 PM Mon-Sun 112 20000 2240000 General spotsNDTV 24x7 8:00 – 12:00 AM Mon –Sun 140 22250 3143000 General spotsTLC 6:00 – 9:00 AM Mon – Fri 60 26250 1575000 General spotsTLC 12:00 – 2:00 AM Mon - Wed 48 26250 1260000 General spots 10:00 - 111:00Colors PM Mon – Fri 60 15000 900000 12,80,96,00TOTAL 0
  • 30. RADIO Radio One Radio Mirchi Red FM Radio City BIG FM Fever TOTAL: 2 crore with Tax
  • 31. Radio Firm Cost/10sec Duration of ad Time No:of Spots No:of days( 1st May to 31st May, 2012) Cost/ monthRadio One 450 60 sec 7:00 - 11:00 AM 8 31 6,69,600 11:00 - 2:00 PM 5 31 418500 2:00 - 5:00 PM 5 31 418500 5:00 - 10:00 PM 8 31 669600 21,76,200Red FM 400 60 sec 7:00 - 11:00 AM 5 31 372000 11:00 - 2:00 PM 3 31 223200 2:00 - 5:00 PM 3 31 223200 5:00 - 10:00 PM 5 31 372000 1190400Radio Mirchi 500 60 sec 7:00 - 11:00 AM 4 31 372000 11:00 - 2:00 PM 10 31 930000 2:00 - 5:00 PM 10 31 930000 5:00 - 10:00 PM 4 31 372000 2604000Radio City 500 60 sec 7:00 - 11:00 AM 7 31 651000 11:00 - 2:00 PM 6 31 558000 2:00 - 5:00 PM 6 31 558000 5:00 - 10:00 PM 7 31 651000 2418000BIG FM 450 60 sec 7:00 - 11:00 AM 8 31 669600 11:00 - 2:00 PM 7 31 585900 2:00 - 5:00 PM 7 31 585900 5:00 - 10:00 PM 8 31 669600 2511000Fever 400 60 sec 7:00 - 11:00 AM 10 31 744000 11:00 - 2:00 PM 8 31 595200 2:00 - 5:00 PM 8 31 595200 5:00 - 10:00 PM 10 31 744000 2678400 TOTAL 1,35,78,000
  • 32. Studio Shift:Radio One 5th May Phoenix Mall, Lower Parel 10,00,000Radio Mirchi 12th May Inorbit Mall, Malad 15,00,000Radio City 19th May Colaba 12,50,000BIG FM 26th May Bandra 15,00,000 TOTAL 52,50,000
  • 33. THANK YOUDONE BY:AMIT KUMARKIMJOUJAM LEIVONMALAVIKA PEMMAYAROSEMARY JACOB K.