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Tanishq Brand Management
1.
2. Jewellery
Industry In
India
In 2012 jewellery category grows 19% in current value terms to reach Rs1,750
billion
South India as a jewellery hub of India supports growth of jewellery category
Costume jewellery most dynamic in 2012, rising 25% in current value terms to
reach Rs 65.7 billion
Jewellery category remains fragmented and largely dominated by local and
regional players
Overall sales led by Tanishq from Titan Industries Ltd with 3% value share in
2011
Constant value sales projected to see 13% constant value CAGR over forecast
period
In 2012 costume jewellery grew by 25% in value terms to reach Rs65.7 billion.
3. Macro
Environment
Branded jewellery is <10% of the market.
Urban Market - 38% of this base.
Product Mix: Largely plane 22 karat with gem set jewellery
constituting less than 10% of the market
Key players: Fragmented market, mainly retailer driven.
Most retailers are unorganized
Absence of hallmarking
Tanishq is the first branded jewellery player
Increased investment by industry bodies (DTC, PGI, WGC) is spurring
rapid growth of branded jewellery market in India
4. 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 TAT group.
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.
Tanishq also introduced professional retailing in the un-organized Indian
jewelry bazaar
Tanishq has successfully taken on the challenge of transforming this frontier
into a reliable consumer space by bringing to it all the virtues and benefits
that branding offers
7. Brand Identity
PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE
• 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.
STP
Trust
Luxury
Superior
Product
• 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.
• 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”.
8. 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.
PSYCHOGRAPHIC SEGMENTATION
– Life Style: Tanishq has found that 40% of the Indian women are working
and they targeted this segment with a specific group of products called
collection-G, a 9-to-5 jewellery for the working women.
9. Targeting
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.
10. 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.
11. Luxury
• 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.
Superior
Product
• Tanishq is known for its ability to develop
specialized design collections.
• It is the only jeweler that houses a fullfledged design studio with a team of
several international award winning
Indian designers.
13. Strengths
One of the most trusted
jewelry brands in India
Titan Industries of the Tata
Group
Excellent branding and
advertising
Offers simplistic and lowpriced jewelry for daily
wear
Weakness
Fluctuating gold prices
Market share of less than
1% owing to high
competitive intensity
Lower margins
Limited Global Presence
Threats
Opportunities
Customized jewelry
design
Tapping global markets
Tie up with corporate
and business partners
Competition from large
unorganized sector as well
as local players
Fashion trend keeps
changing
Investors have stopped
investing in gold as a hedge
against inflation
15. Product
Based on Tangibility
• Tanishq Diamond
Tanishq Gold
Tanishq Platinum
Based on Experience/Occasion
• Tanishq wedding collection
Moham
Fashion
Colors of royalty
16. Product
DESIGN:
Tanishq
is known for its ability to develop specialized
design collections.
Each piece of jewellery is designed by a team of award
winning designers
Designed to suit all forms of attire, western and Indian,
casual and formal.
ARIA, for seven stone diamond jewellery
Hoopla, focused on diamond studded hoops
Collection-G for lower priced gold jewellery
BRAND NAME:
Brand
name ensures innovation.
Considered equivalent to purity and tradition.
17. Price
Tanishq range of products start at an
accessible low of Rs. 600 and the
range - Solo, Aria, Diva, Hoopla,
Lightweights, Bandhan and the most
recent, Colours - comprises wearable
everyday jewellery which has been
designed for the urban working
woman.
Very large collections of
pendants, earrings and
fingerings in this price range Rs
2000-5000
The Tanishq Valentine‟s Day
collection includes pendants,
earrings and finger rings
starting from Rs. 2,000
onwards.
The 'up to 25 per cent' off offer by
Tanishq is a unique opportunity.
This attractive offer has been
introduced to benefit the
customers and provide them with
the best price and product options
Mass Market
Pricing
18. Price
High-value diamond range
(with retail price of Rs 2 lakh
and above)
Zoya, Tanishq‟s high-end brand
that primarily retails diamond
jewellery, is showing a slow buildup. It currently has two stores (in
Mumbai and Delhi) with a range
of 20-25 Lakh.
High End
Pricing
Kundan and Polki range
starts from Rs 5 lakh
onwards.
Tanishq‟s “Paheli” range
starts at Rs.80000 and
“Jodha Akbar” range at Rs. 1
Lakh.
19. Place
Tanishq opened 30 retail stores during FY08, taking
the tally to 130 stores. Currently, the average storesize for Tanishq is 1,000-1,500 sq ft.
Tanishq retail identity has evolved over the years to
offer large format and concept stores that reflect the
brand‟s philosophy of being “Revitalizer of
Tradition”.
It has opened two pilot stores at Chicago and New
Jersey with a retail format of 1,800-2,000 sq ft.
The Tanishq retail chain currently includes 112
exclusive boutiques in 75 cities, making it India's first
and largest jewellery retail chain.
20. Advertising
&
Promotion
Two promotion strategies opted by Tanishq:
Cultivate trust by educating customers about the
unethical practices in the business
Change the perception of jewellery as a highpriced purchase.
Product Placements
Brand Ambassadors
Paheli
Shridevi
Jodha Akbar
Amitabh Bachchan
Collection
Jaya Bachchan
Race 2
Asin
Deepika Padukone
Diya Mirza
Karishma Kapoor
22. Print Ads
Magazines
The April 2011 issues of Grihshobha and Woman's Era saw what is said to be
“the largest ever collaborative cover in magazine publishing in India”. A
promotion for Tanishq Jewellery, the SuperWrap Cover was spread across
eight A4 sides and folds around the main magazine multiple times.
23. Print Ads – “Diamonds of Class” Campaign
The whole idea behind the campaign was to show a woman of grace
and poise...a bold, graceful, charming, dazzling woman with unique
tastes and personal style, ultimately showcasing Tanishq diamonds
which compliment her exotic life and adventurous spirit.
24. “My Expression” - Digital Campaign
for Mia
On 26 December 2011, Tanishq launched an online contest inviting consumers
to submit ideas for sub-brand Mia (launched in November 2011) - a new line
of jewellery for young working women
Tanishq focused on initiating an online activity mainly through social media,
targeting the younger audience group.
"We wanted to get inputs from them on what kind of designs would appeal to
their age group. We wanted to see how they interpret design and utility of
jewellery, and then create a line of jewellery that would appeal to this section of
the market,“ - Sirish Chandrashekhar
Through a crowd sourcing campaign called 'My Expression', Tanishq chose 10
finalists who have gone on to co-create the Mia collection along with
Tanishq's design team.
„My Expression' received more than 3200 entries, and these attracted 40,000
people to vote online.
25. Other
Promotional
Activities
• Tanishq initiated a loyalty program called the Golden Harvest 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 installments.
• In 1998, it launched the corporate gold gift scheme - 'When you want to say
thank you, say it in gold„.
• To tap the Southern Market:
– They have been engaging in press advertising and social programs in
order to engage culturally with the Tamil community.
– They are also planning to make a Tamil film. The consumer in that
market still considers Tanishq an outsider as opposed to their local
jeweller. But they want them to see Tanishq as their family jewellers now.
27. Physical
Evidence
Experience
• Showcasing
• Surround effect
• Speaking
effectively
• Zoya: stores for
differential
premium segment
Trust
• They even
have gold
meters where
one can check
the purity of
gold.
Heritage
• Architecture
inspired by
heritage
• Revitalizing
traditional
Indian
Jewellary
31. MIA:
BLUSH:
The Taj Collection
Beautiful jewellery
for working ladies
To celebrate the a light &
youthful combination of
feminity, filigree and fine
worksmanhip
One feels like a
Princess with this
beautiful and exquisite
range of Jewellery.
32. Rhythmic Flow Designs:
Right from her birth in gangotri to her eventual departure,
ganga is full of emotion. As she journeys down the icy slopes of
the Himalayas, her initial calm gives way to an elegant flair
37. Wedding Collections
Its not just any wedding. It's yours. The special time in your life when all eyes
are on you, so look the best you ever will in undoubtedly irresistible Tanishq
jewellery that honours the specialness of every mood, ceremony and
community in gold, diamonds, kundan, polki & precious stones.
