Tanishq - JRM

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Tanishq - JRM

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Tanishq - JRM

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

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