A marketing project report on tanishq

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MARKETING
MANAGEMENT I

FINAL PROJECT REPORT

SUBMITTED BY: -

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ACKNOWLEDGEMENT

We are extremely thankful to …………… for giving us the opportunity to
undertake this project in Marketing Management and for her overall support,
valuable guidance, astute judgment, constructive criticism and an eye for
perfection without which this project would not have been in its present shape.

And last but not the least; we are thankful to all our fellow classmates who
made valuable contributions and constructive feedbacks towards the completion of
this project.

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Contents
Executive Summary......................................................................................................................................5
Evolution of Tanishq ...................................................................................................................................7
Growth of Tanishq ......................................................................................................................................8
Competitors.................................................................................................................................................9
Carbon.....................................................................................................................................................9
Gili..........................................................................................................................................................10
4 P’s of Marketing .....................................................................................................................................11
PRODUCT...............................................................................................................................................11
PRODUCT VARIETY.............................................................................................................................11
QUALITY.............................................................................................................................................11
DESIGN...............................................................................................................................................12
BRAND NAME.....................................................................................................................................12
SERVICES............................................................................................................................................13
PLACE.....................................................................................................................................................16
PRICING..................................................................................................................................................19
Ansoff’s Model...........................................................................................................................................20
BRAND POSITION.......................................................................................................................................21
SEGMENTATION.........................................................................................................................................21
Niche Marketing ....................................................................................................................................21
Psychographic Segmentation.................................................................................................................21
Geographical Segmentation...................................................................................................................22
SWOT ANALYSIS.........................................................................................................................................22
Strength.................................................................................................................................................24
Weaknesses...........................................................................................................................................24
Opportunities.........................................................................................................................................24
Threats...................................................................................................................................................25
THE MAKING OF A GREAT GLOBAL BRAND
...................................................................................................................................................................25
RECOMMENDATIONS................................................................................................................................29
REFERENCES...............................................................................................................................................30

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BOOKS ...................................................................................................................................................30
WEB.......................................................................................................................................................30

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Executive Summary

An Indian Brand, which can make big in the global market, is Tanishq from Tata
Group of Industries. Tanishq is India's largest, most desirable and fastest growing
jewellery brand in India. Tanishq today is India's most aspiration fine jewellery
brand with an exquisite range of gold jewellery studded with diamonds or colored
gems and a wide range of equally spectacular jewellery in 22Kt pure gold.
Exquisite platinum jewellery and designer silverware is also part of the product
range.

Though they faced with many difficulty in the early stages they for about six years
they then came with up with good strategies The Tanishq strategy for the coming
couple of years relies on two things —increasing penetration in the domestic
markets and going abroad in order to diversify its revenue portfolio.

To push penetration in other markets, Tanishq will use the ‘shop-in-shop’ concept
that it already does in 50 stores across different West Asian markets. “This
reduces distribution costs. Also, for the consumer it remains a Tanishq store and
helps us get a foot into the market.

Their main core competency is in designing a wide range of products. They were
the first to come up with the idea of karat meter, which proves the quality of the
gold, to win the trust of the customer.

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The Gems & Jewellery industry
The Gems and Jewellery (G&J) market essentially comprises of sourcing,
processing, manufacturing and selling of precious metals and gemstones, such as,
Gold, Platinum, Silver, Diamond, Ruby, and Sapphire etc. The G&J market is a
significant contributor to the Indian economy, based on the size of the domestic
market and through its contribution to the country’s exports. India is the largest
consumer of gold (around 20 percent of global consumption) and also the largest
diamond processor (around 90 percent by pieces and 55 percent by value of the
globalmarket.
India’s G&J industry is highly unorganized and fragmented with 96 percent
of the total players being family owned businesses. The gold processing industry
has around 15,000 players, with only 80 having revenues over USD 5 million.
India is also home to around 450,000 goldsmiths, 100,000 gold jewelers along with
6,000 diamond processing players and 8,000 diamond jewelers.
The value chain of the industry starts from sourcing and mining of the metals and
extends to jewellery retail. While India is not a major miner of previous metals and
stones, the country’s inexpensive and well skilled workforce makes it a world
leader in processing of diamonds. The country’s jewellery retail sector is also
expected to evolve with a shift among consumers towards branded jewellery,
driven by greater quality consciousness.
There are a few major players in the G&J segment, with Rajesh Exports being the
most dominant name. Other key players in the field include Gitanjali Gems,
Suhashish Diamonds, Su-Raj Diamonds, Vaibhav Diamonds and Tanishq. Many of
these players are focused on developing strong brands, large retail operations,
strengthening their core manufacturing operations and building a strong
international presence.
India’s large population and rapid economic growth offer significant opportunities
for growth of the industry. The emergence of jewellery retail chains provide
customers with convenience and assurance of quality. The entry of foreign players
is also likely to increase competition and provide consumers with greater choice.
Apart from the above, there are other factors that contribute to a favorable outlook
for the industry.

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Evolution of Tanishq
Titan came into existence in July 1984, when the Tata Group joined hands with the
Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the
watch industry.
Titan started manufacturing jewellery watches and jewellery in 1994. It set up its
fully integrated Rs. 400 million-jewellery plant in Hosur. The plant had the
capacity to manufacture four tonnes of gold in a year. Titan launched these
products under the brand name of Tanishq, in 1995. The name Tanishq, a blend of
two words, 'tan' (body) and 'ishq' (love), was coined by Xerxes Desai, the Vice-
Chairman and Managing Director of Titan.
To change its image from a watch manufacturer to a fashion accessories
manufacturer, Titan was renamed Titan Industries Ltd. in 1995. Titan scaled the
capacity of its Hosur plant to 4.18 million units in 1996 to meet the domestic and
international demand. From the late 1990s, Titan's commitment to the jewellery
business increased.
When Titan launched Tanishq in 1995, the jewellery industry in India valued at Rs
40,000 crore was mostly unorganized, with around 3.5 lakh players. Before 1992,
only the Metal and Mineral Trading Corporation and the State Bank of India were
allowed to import gold. In 1992, as part of economic liberalization, the government
abolished the Gold Control Act of 1962, allowing free import of gold. In 1993,
private companies were allowed to enter the hitherto restricted gold and
diamond mining industry. Foreign investors were allowed to hold up to 50%
equity in mining ventures.

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Growth of Tanishq

Revenue in million Rupees

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Competitors

• Carbon

In early 1991, the Bangalore based Peakok Jewellery Pvt. Ltd., (Peakok) was
incorporated and Mahesh Rao (Rao) was appointed director. Peakok realized that
the Indian consumer's relationship with gold jewellery would grow beyond an
investment need towards a lifestyle and personality statement.
In 1996, within the Peakok fold a new brand of 18-carat gold-based jewellery
called Carbon was launched. In 2000-‘01 Carbon's focus had always been to move
jewellery from the vault to the dressing table and bring the selling of jewellery out
of heavily guarded jewellery stores. This was achieved by persuading a few
lifestyle stores to add branded jewellery to their vast array of products. Besides
selling from lifestyle stores, Carbon also sold its products as gift items over the
internet. Like Tanishq, Carbon laid emphasis on design.
Most of its designs were contributed by students at the National Institute of
Fashion Technology (NIFT) through the diploma programme which the company
sponsored. In addition, Peakok's team of six designers, (headed by Rajeswari Iyer,
an alumnus of a German design school who had worked in the U.K., Germany and
India) turned out around 180 to 200 styles in a year, with 75 designs per style.
At any point in time, there are around 600 designs of Carbon on sale. The creation,
manufacture and marketing of Carbon was different from the making and selling of
traditional jewellery.
It is made available at `shop-in-shop' outlets in large lifestyle stores (such as
Shoppers Stop, Ebony, Globus, The Bombay Store, Lifestyle and Taj Khazana) and
some premium boutiques (such as the Helvetica in Chennai).
Carbon products were priced between Rs. 2,750 and Rs. 20,000 per piece. While
the cost of traditional jewellery was negotiable, the cost of Carbon items was fixed
and nationally uniform.The brand is available at 50 outlets in 23 cities.

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• Gili

Gili launched a collection of traditional Indian ornaments made of 18-carat gold. In
1999, the Gili Gold range was introduced. This range included rings, pendants,
earrings, necklaces and bangles made of 24-carat gold. All Gili products came with
a guarantee of diamond and gold quality
Gili distributed its jewellery priced between Rs. 500 and Rs. 40,000 through
lifestyle and department stores across the country to increase accessibility among
its target segment, the 15 to 30 age group. Gili distributed its jewellery priced
between Rs. 500 and Rs. 40,000 through lifestyle and department stores across the
country to increase accessibility among its target segment, the 15 to 30 age group.
The collection was promoted at college campuses with banners, pamphlets and a
few advertisements targeted at teens. Gili soon realized that just pushing its product
was not enough; it also had to customize its products for special occasions.
Following this, it launched a Diamond Heart Collection specially designed for
Valentine's Day. This collection consisting of tiny, heart-shaped diamond jewellery
was well received by teens. Special packaging, catchy advertising and extensive
press coverage contributed to the success of the collection. Gili also made special
promotional offers during festive seasons like Christmas and Diwali. Having
captured the low price point market of Rs.2000 to Rs.10, 000, the company is
focused on penetrating the premium market of customized jewellery. For this
Gitanjali jewels opened a jewellery salon, Gianti, to provide customized jewellery
to clients in India.

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4 P’s of Marketing
PRODUCT
• PRODUCT VARIETY
Tanishq today is India's most aspirational fine jewellery brand with an exquisite
range of gold jewellery studded with diamonds or colored gems and a wide range
of equally spectacular jewellery in 22Kt pure gold. Exquisite platinum jewellery
and designer silverware is also part of the product range.

Tanishq designs and manufactures jewellery that is breath- taking, contemporary
and yet has a tint of tradition. It produces 22 karat pure gold earrings that come in
various shapes, sizes and designs. Some earrings are embedded with precious
stones or colour gemstones. These jewellery sets are overwhelming and could
prove to be apt for occasions such as marriage, festivities etc. Furthermore, they
also make bangles, chains, nose pins, pendants, finger rings, Mangal Sutras etc.
They also produce products made from silver such as deity idols etc. Recently,
Tanishq has started producing diamond jewellery that are affordable and stunning.
The diamond jewellery include collections such as: All Day Diamonds, Aria,
Dewdrops, Tanishq Solo, Dancing Diamonds etc. These collections come with a
certificate of authenticity that states the karatage, color and clarity of the diamond.

• QUALITY
Consistency in delivering on their promise - Tanishq promises superior quality
jewellery with purity in gold. It is the first and only jeweller that guarantees
the purity of its gold jewellery and certifies the quality of the precious/semi-
precious stones in writing.

They claim and deliver the exact carats and weight that they promise. Impurity in
gold and not delivering what was promised is one of the main problems the
consumers face when going for gold purchase. They eliminated this and have built
its brand in trust. Tanishq now stands for quality and purity. They even have gold
meters where one can check the purity of gold. Thus 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).It maintains its quality standards in all
its products wherever they are sold. This shows that they have a resolute core

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purpose. This is what they will have to maintain even when they global. They have
the right range of products for the different markets across the globe. Only they
have to remember their differentiating factor. The differentiating factor for Tanishq
will be the experience and quality they will be giving the consumers when they
come to the store.

• DESIGN
Widely acknowledged as a design leader, Tanishq is known for its ability to
develop specialized design collections.

Each piece of jewellery is designed by a team of award winning designers. In fact,
Tanishq is the only jeweler to have a full- fledged design studio with one of the
largest design teams in the country. Every product at Tanishq is painstakingly
crafted to perfection. Diligent care and quality processes ensure that the Tanishq
finish is unmatched by any other jeweller in the country.

Tanishq was recently adjudged the Most Admired Jewellery brand (for the third
consecutive time) in India at the Images Fashion awards 2004. It has also been
judged as the Images Retailer of Year in the fashion category. Positioned as ‘9-to-5
jewellery’, the collection is stylish and modern and is designed to suit all forms of
attire, western and Indian, casual and formal.

• BRAND NAME

"Jewellery is one of the last great commodity frontiers in India; it has remained so
because this market is very fragmented, very unorganized. 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".

- Harish Bhat, CEO, Tanishq.

Tanishq was established in 1995 and within ten years it has become the largest and
most desirable brand in the jewellery segment in India. They have constantly
introduced new offering to their consumers and have come up with new innovative
ideas. The surveys showed that awareness of the brand was quite high. The
company believes that young urban women, with independent incomes, are looking

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at branded national jewellers. The brand believes that accretion to this segment is
clearly in its favour due to the modern contemporary image among women.

• SERVICES
One of the company’s most important initiatives was customer service
enhancement. Tanishq launched a direct consumer contact program and conducted
surveys to monitor store walk-ins and footfalls and percentage of repeat customers.
The company also kept the entry-level price as low as Rs 600 (for a pendant) and
offered a range, which far exceeded that offered by any other jeweler. All Tanishq
outlets gave a 100% return guarantee on its brand of jewellery and also exchanged
other jewellery after deductions depending on purity. A customer satisfaction
measurement program was started with the help of Customer Satisfaction
Measurement Management (CSMM), an associate of IMRB. CSMM tracked
customer satisfaction parameters for Tanishq on a quarterly basis.

This gave the company the benefit of benchmarking against local and international
players and also aided in improving repeat purchases. As a result, it was able to
directly link the remuneration of franchisees with customer satisfaction.

Since they have many stores across the country they give guarantee on their
jewellery and also offer to repair it free of cost anywhere across the country. They
have excellent after sales service and they have been committed in providing good
and honest service.

They welcomes you to exchange your old gold jewellery for new designs. To
ensure you get the right valuation for your old jewellery, use scientific, reliable
and transparent processes including testing it with the Karat meter.

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PROMOTION

The Tata Group has promoted Tanishq as a jewellery store brand, which competes
with close to three lakh traditional jewellers who dominate the domestic market. It
has launched new collections at a quicker rate than its competitors, and conducted
marketing promotions and fashion shows to enhance the shopping experience of
consumers. Given the diverse nature of Indian ethnicity, Titan made the designs
more ethnic to satisfy the tastes of all regions. Titan transposed designs by stocking
Bengali designs in Delhi, Keralite designs in Tamil Nadu and typical designs from
Tamil Nadu in Bombay in order to appeal to a variety of people.

‘Concept’ stores, the first of which, costing Rs 10 crore, opened in Kolkata . The
idea of such a store was to harmonize the tradition of the past with the modernity
of the present.

In 1998, it launched the corporate gold gift scheme - 'When you want to say thank
you, say it in gold'. In 1999, Tanishq delivered gold coins worth Rs. 20 crores to
Maruti Udyog Ltd., to be given away as gifts to Maruti car owners. By 2001, the
scheme accounted for almost 5% of the turnover and over 30 corporate clients like
Coca-Cola, the UB Group, Whirlpool, TVS Group, Ceat and Liberty shoes. In
early 2000, it made miniature gold cars for Hyundai Motors to be given to select
dealers.

Tanishq has also endeavored to be part of every occasion in an Indian woman’s life
through festive promotions, customer contact programmes as well as through

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Anuttara, Tanishq’s exclusive consumer reward programme etc. Tanishq provides
Gift vouchers in various denominations for gifting your friends and family.

Tanishq, to set off competition, launched Jodhaa Akbar collection and managed
to get lot of marketing hype. The collection is very pricey and suggested retail
price is between Rs 25,000 to Rs 15 Lakhs.

One of the company’s most important initiatives was customer service
enhancement. Tanishq launched a direct consumer contact programme and
conducted surveys to monitor store walk-ins and footfalls and percentage of repeat
customers. The company also kept the entry-level price as low as Rs 600 (for a
pendant) and offered a range, which far exceeded that offered by any other
jeweller. A customer satisfaction measurement program was started with the help
of Customer Satisfaction Measurement Management (CSMM), an associate of
IMRB. CSMM tracked customer satisfaction parameters for Tanishq on a quarterly
basis.

In 1999-2000 the communication and promotion budget was increased from Rs. 65
million to Rs 100 million in 2000-01. A majority of this was spent towards
advertising, while a portion was also earmarked for promotions tailored to match
regional preferences. For instance, in New Delhi, which was Tanishq’s single
largest market, substantial promotions were carried out. The Rs 100 million was
split into four parts, comprising national-level spends (both electronic and print
media), regional budgets, direct mail and research. For the first time, Tanishq
initiated a long-term media plan, aiming to give the brand a round-the-year
presence and enhance awareness.

A customer survey revealed that despite its high-blitz ad campaign, many didn't
know what Tanishq was about, others found it too expensive and some felt that the

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product was not for people like them .So, Kurian and his team then decided to
launch the fifth anniversary celebrations of Tanishq that would offer discounts to
customers and induce them to come to the store. The ploy worked and they had
customers waiting for the store to open.

Ad campaigns also started to list out the products that Tanishq had. Bracelets,
rings, chains, pendants were explicitly mentioned in each ad. A range starting at Rs
399 was launched.The aim was to bring down the price barrier significantly.
Collections for the working women and a new set of contemporary designs were
brought into the stores.

Aria, for seven stone diamond jewellery, Hoopla, focused on diamond studded
hoops and Collection-G for lower priced gold jewellery with an interesting twist
are just a few lines that have come out of the Tanishq’s stable in the last three
years.

One of Tanishq’s more innovative ideas is to offer special schemes during various
festivals. Tanishq has also 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.

Exchange offer - change impure gold for pure 22 kt gold - attracted more people to
the stores. It is estimated that roughly 2.85 lakh customers bought from - and close
to a million people went through - 53 Tanishq stores across 41 cities. Since the
European designs in 18-carat gold did not find any takers in 1997, Tanishq
introduced 22-carat ornaments. After hitting six countries in the last four years,
Tanishq entered the $57-billion US jewellery market with two exclusive stores, one
in Chicago and the other in New Jersey, in the first quarter of 2007-08.

PLACE
Tanishq jewellery is crafted in one of the world's most modern factories. The
factory complies with all labour and environmental standards. Located at Hosur,
Tamil Nadu, the 135,000 sq. ft. factory is equipped with the latest and most
modern machinery and equipment.

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Tanishq reached the century mark as it unveiled its 100th store in Patna at Hathwa
Market. Having embarked on the retail journey a decade ago, Tanishq today is the
largest jewellery retailer in India. With a strong presence in 70 cities across India,
unmatched collections and assured purity, Tanishq has quickly become the first
choice of discerning customers.

Tanishq opened 30 retail stores during FY08, taking the tally to 130 stores.
Currently, the average store-size for Tanishq is 1,000-1,500 sq ft. The stores
operate on the franchise model.

Tanishq has undertaken several unique retail initiatives keeping in mind the
customer demand for a world class shopping experience. As such Tanishq retail
identity has evolved over the years to offer large format and concept stores that
reflect the brand’s philosophy of being “Revitaliser of Tradition”.

Design and retail innovation have been the hallmark of Tanishq all these years.
Tanishq has constantly formulated an innovative product strategy in this journey in
line with the evolving consumer tastes.

Modern retail values and principles in the selling of branded jewellery in India are
almost completely the handiwork of Tanishq. The brand has broken fresh ground in
retailing by creating exclusive outlets with hitherto unknown in-store ambience and
hospitality touchstones.

Following more than 40% percent growth in operations last year, Tanishq will
invest extensively during 2008 in marketing and retail initiatives to further develop
the market. In addition, Tanishq will build new logistics centres and upgrade
existing ones, laying a solid foundation to meet future competition.

Besides catering to Indian consumers, Tanishq has successfully entered key export
markets such as the US, the UK, the Middle East, Singapore and Australia. This is
testimony to the brand's ability to craft products that meet the requirements of
varied cultures and sensibilities.

Tanishq’s retail boutiques are temples for the brand and are used as a platform for
celebration, be it the launch of a new collection, a new marketing promotion or a
festival. This gives Tanishq outlets a unique appeal and consumers an opportunity
to heighten their shopping experience.

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Tanishq gave complete freedom to the retail outlets to pick up designs, which they
thought would sell in their stores. Almost all the outlets stocked the 'best selling'
range of designs, which did well across the country.

In fact, industry experts recall a period when plain gold gained space in Tanishq
stores at the cost of studded jewellery. "It was perhaps an offshoot of its expansion
into mini-metros and other towns where the company thought plain gold will be in
more demand. It was not a well-researched move,'' says an industry expert.

It plans to open two pilot stores at Chicago and New Jersey with a retail format of
1,800-2,000 sq ft. Meanwhile, it plans to tap small cities by opening 15 Gold Plus
outlets, its jewellery store brand for semi-urban markets. Launched two years ago,
Gold Plus clocked Rs 200 crore revenues during FY08. Tanishq has entered the US
markets. This is an amazing achievement for Titan Industries,” said V Govindraj,
Vice President, Tanishq. “Retail is a capital-intensive business. In America, having
1,000 stores is not unusual. Even for niche retailing, 200-300 stores are needed.
But in India, although there are several small scale unorganized jewellery markets,
Tanishq is the first and only jewellery brand to have organized mass jewellery
retail chains across the country. As our company expands, more and more people
will be able to share our mindset. Tanishq’s retail strength goes beyond its
innovative identity and extensive reach. Tanishq has undertaken several unique
retail and marketing initiatives like creating purchase triggers like Doctors Day /
Professional Day etc that were unexplored avenues in the industry. Following more
than 40% percent growth in operations last year, Tanishq will invest extensively
during 2008 in marketing and retail initiatives to further develop the market. In
addition, Tanishq will build new logistics centres and upgrade existing ones, laying
a solid foundation to meet future competition.

Add the world to this. After hitting six countries in the last four years, Tanishq is
entering the $57-billion US jewellery market with two exclusive stores, one in
Chicago and the other in New Jersey, by the first quarter of 2007-08. S. Ravi Kant,
COO (international business division), Titan, says: “We are not looking at the NRI
market only. We want to understand the American consumer.” He claims that
Tanishq’s market research team is figuring out the market and a designer who can
create new products for it.

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Traditional jewellers have been rebranding themselves and are expanding in
smaller towns to widen reach. "The emphasis for Tanishq will be on special
collections, diamond jewellery and bigger stores of about 4,500 sq ft,"
Venkataraman said.

Tanishq's team of in-house designers came out with about 3,500 designs based on
current trends and the feedback from stores. At least 10% of these designs were
changed every quarter and fresh ones were added to the stock.

PRICING
We have very large collections of pendants, earrings and fingerings in this price
range Rs 2000-5000. 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.

The Tanishq Valentine’s Day collection includes pendants, earrings and finger
rings starting from Rs. 2,000 onwards. Daytime’s collection of all day diamonds,
which starts at an affordable Rs. 1,960. The collection combines traditional motifs
in sleek contemporary lines with slight touches of black rhodium. 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. Affordably priced from Rs 2,500/- onwards the Tanishq range of
diamond jewellery is the ideal accessory for the customers.This collection is
crafted using a special process called electro-forming. The jewellery is targeted at
customers who are looking for international designs, wearability and value for
money. The new collection starts from a price range of Rs6,000 onwards
and available at all Tanishq boutiques across the country.
Tanishq offers gold and gem-set jewellery in over 6000 traditional,
western and fusion designs. The Tanishq retail chain currently includes

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112 exclusive boutiques in 75 cities, making it India's first and largest
jewellery retail chain.

Ansoff’s Model

• Market Penetration (Present product-present market)

1. Currently Market Share of Tanishq is 2.9%.So Tanishq has a scope for
increasing its market share.

2. Provide EMI by tying up with banks.

3. Find new applications to current users: Increasing the versatility of the
product in terms of usage. For example, provision for using pendant as ear-
rings, finger rings and vice versa.

• Market Development (Present Product- New Market)

1. Expand geographically: Opening new outlets in new cities and increasing the
number of outlets in the existing cities.

• Diversification (New Product- New market)

1. Related: Gold and diamond studded buckles in belts and footwear.

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BRAND POSITION

Tanishq has been projected as an impeachable mark of trust by raising the
awareness of the people about unethical practices in the jewellery business and
then measuring the gold purity by caratmeter.

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.

SEGMENTATION
• Niche Marketing
After its inception in 1995 focus on exports, Tanishq's designs had been
conceptualized for the Western markets and were introduced in India without
any alterations. Tanishq positioned itself as an international brand for the
Indian elite. The brand was targeted at a niche market (However they later
on started targeting the mass marketing since 1997).

• Psychographic Segmentation
Life Style: Tanishq has found that 40% of the Indian women are working and
they targeted this segment wth a specific group of products called collection-
G, a 9-to-5 jewellery for the working women.

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• Geographical Segmentation
Titan realized that, given the diverse nature of Indian ethnicity, it would have
to satisfy the tastes of all regions. So, the designs became more ethnic. Titan
also decided to transpose designs by stocking Bengali designs in Delhi,
Keralite designs in Tamil Nadu and typical designs from Tamil Nadu in
Bombay in order to appeal to a variety of people.

SWOT ANALYSIS

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STRENGTH OPPORTUNITIES
• Purity (karat meter) • Global markets
• Distribution network and • Low cost jewellery
retailing store • Customized jewellery
• Award winning designs designs
• Diversity in jewellery • Concentrate on Gen-X by
gold/diamond/platinum having trendy jewellery
• Competitive prices • Expand retail stores

WEAKNESS THREATS
• Capture Rs 70,000-crore • Competition
• Escalated gold costs lower • Lack of Skilled workers
margins • Gold not seen as s source of
investment. (Luxury is
needed).

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• Strength
Purity of the jewellery through karat meter is still the sign of total purity.
Distribution network and retailing store are in place for the company with
130 stores countrywide. Mind boggling/award winning designs have come
for the company. Diversity in jewellery gold/diamond/platinum enhances
the product range of the company. We also have competitive prices for
the entire product ranges as compared to the competitors.

• Weaknesses
Capture Rs 70,000-crore Indian jewellery market. Tanishq comprises a
small share of the overall Rs 70,000-crore Indian jewellery market and
hence it needs to increase its market share in this huge industry. Escalated
gold costs has caused lower margins is to push sales as much as possible.

• Opportunities
Global markets like USA needs to be looked at. Low cost and easy to
wear jewellery should be further promoted. Customized jewellery designs
should provided to the customers. Concentrate on Gen-X by having
trendy jewellery. Expand retail stores in India to further increase reach.

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• Threats
Competition from local jewellers all over India. Lack of Skilled workers
in jewellery industry. Gold is no longer seen as source of investment.
People are more concerned about design and luxury.

THE MAKING OF A GREAT GLOBAL
BRAND

Tanishq recognized that the real competition was not from the few other major
players but from the regional players in the highly fragmented industry. In order to
compete with the regional players, Tanishq introduced the concept of “consistency
in delivering promise”. Also the new generation which used jewellery everyday
preferred 18 carat modern jewelery retaining the ethnicity.

Consistency in delivering on their promise

Tanishq promises superior quality jewellery with purity in gold. They claim and
deliver the exact carats and weight that they promise. Impurity in gold and not
delivering what was promised is one of the main problems the consumers face
when going for gold purchase. Tanishq eliminated this and has built its brand in
trust. Tanishq now stands for quality and purity. They even have gold meters where
25


one can check the purity of gold.
It is first and only jeweller who guarantees the purity of its gold jewellery and
certifies the quality of its diamonds and colored gems in writing. Thus it has
established itself as a highly ethical player in a market that was rated as having the
highest incidence of underkaratage (Bureau of Indian Standards).
Superior products and processes
Widely acknowledged as a design leader, Tanishq is known for its ability to
develop specialized design collections. Tanishq is the only jeweller that houses a
full-fledged design studio with a team of several international award winning
Indian designers. Tanishq was recently adjudged the Most Admired Jewellery
brand (for the third consecutive time) in India at the Images Fashion awards 2004.
It has also been judged as the Images Retailer of Year in the fashion category.
Tanishq jewellery is crafted in one of the world's most modern factories. The
factory complies with all labor and environmental standards. Located at Hosur,
Tamil Nadu, the 1, 35,000 sq. ft. factory is equipped with the latest and most
modern machinery and equipment. Every product at Tanishq is painstakingly
crafted to perfection. Diligent care and quality processes ensure that the Tanishq
finish is unmatched by any other jeweller in the country.
Distinctive positioning and customer experience. Yet another aspect of Tanishq
that sets it apart is a whole new jewellery buying experience offered by its
exclusive retail showrooms. Tanishq has not only developed a national retail chain
with uniform and transparent practices and policies but also maintained
consistency of retailing standards across all these showrooms on an ongoing basis.
It has a distinctive positioning in India as it is known for its high quality and
jewellery with international standards. Also, since they have many stores across the
country they give guarantee on their jewellery and also offer to repair it free of cost
anywhere across the country.
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An ability to stay relevant
Tanishq was established in 1995 and within ten years it has become the largest and
most desirable brand in the jewellery segment in India. They have constantly
introduced new offering to their consumers and have come up with new innovative
ideas. They have excellent after sales service and they have been committed in
providing good and honest service.
A compelling idea
The idea of having branded jewellery was a totally unique idea. Coupled with a
promise of purity and a unique experience was very compelling. It persuaded a lot
of people especially the people in the metros and semi metros to leave their
traditional jewelers and go for Tanishq.
There was always lack of trust among the consumers for their jewelers. Tanishq
removed that with a promise of purity. Hence what it did in India it can replicate
across the globe. Offer a totally new perspective to Jewellery buying especially
when it comes to exquisite oriental jewellery. Oriental Jewellery across the world
is usually found in flea markets or place like China Town or Indian Markets. Going
into the main markets in the Western world will give Tanishq the edge.
A resolute core purpose and supporting values
Tanishq maintains its quality standards in all its products wherever they are sold.
This shows that they have a resolute core purpose. This is what they will have to
maintain even when they global. They have the right range of products for the
different markets across the globe. Only they have to remember their
differentiating factor. The differentiating factor for Tanishq will be the experience
and quality they will be giving the consumer when s/he comes to the store.
A central organizational principle
Tanishq has to translate what its brand signifies to the whole of their organizations.
They have done that exceptionally well in the Indian context. A visit to any
27


Tanishq outlet shows that. The people behind the counter are polite and courteous.
They know that they are there to deliver the promised exceptional services. The
people at Tanishq know what is required of them and hence this will prove
beneficial when Tanishq goes global to maintain its global standards.
Tanishq, as and when it decides to go global will make a great global brand. As we
can see they have all the characteristics, which all the global brands have, it can be
said that Tanishq has all the potential to become a leading global brand.

28


RECOMMENDATIONS

The high tech machineries which the branded companies use are able to produce
250 kgs of gold to produce good designers at very less time. Even if goldsmiths
work six months for 12 hrs they are not able to produce the same design. So the
branded companies are able to offer good designers at cheap price.

So most of the goldsmiths are forced to close the shops so its a appropriate time to
target the tyre-3 cities to increase the market share and to increase the profits to a
large extent.

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REFERENCES

BOOKS
Marketing Management by Philip Kotler, Keller, Koshy and Jha,
Pearson Prentice Hall, 13th edition

WEB
• Case Studies and Management Resources - www.icmrindia.org/
• Tanishq official website - www.tanishq.com
• Management students forum - http://www.managementparadise.com/
• The Hindu Business Line - www.thehindubusinessline.com/
• Business Standard - www.business-standard.com/
• E-bay Shopping website - http://www.ebay.in/
• Moneycontrol.com - http://www.moneycontrol.com/
• Economic Times - 27 Jun, 2008, Sreeradha D Basu -
http://economictimes.indiatimes.com/News/News_By_Industry/Cons_Products/Fashion__Cos
meticsJewellery/Gitanjali_Tanishq_Adora_expect_50_sales_growth/articleshow/3169571.cms
• Economic Times - 14 Dec, 2007, Vidyalaxmi & Preeti Kulkarni -
http://economictimes.indiatimes.com/Personal_Finance/Savings_Centre/Savings_News/How_
to_do_your_bridal_shopping/rssarticleshow/msid-2621101,curpg-2.cms

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