Tanishq<br />Integrated Marketing Communication<br />
Tanishq – As a brand<br /><ul><li>The Tanishq saga began in the early 1990’s, primarily got the leverage by the TATA brand.
Indian-made jewellery .
It has created a revolution in the Indian jewellery trade and in jewellery buying behaviour, and continues to set new para...
Pioneers to introduce Karatmeter.</li></li></ul><li>Integrated Marketing Communication<br /><ul><li>Started with parent co...
Key marketing objectives
 Drawing new customers into its stores .
Building  long-term relationships with the existing.
Continuous television campaigns around the year.</li></li></ul><li>Corporate  image & branding<br />Tanishq creates its bu...
Lower labour prices.
Distribution through company owned outlets.
Image supported by TATA enterprise(parent company).</li></li></ul><li>Buying behaviour<br /><ul><li>Consumer Values
Evoked Set Method
Consumer Trends
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CBS students present report on Tanishq

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  1. 1. Tanishq<br />Integrated Marketing Communication<br />
  2. 2. Tanishq – As a brand<br /><ul><li>The Tanishq saga began in the early 1990’s, primarily got the leverage by the TATA brand.
  3. 3. Indian-made jewellery .
  4. 4. It has created a revolution in the Indian jewellery trade and in jewellery buying behaviour, and continues to set new parameters of excellence for others to follow.
  5. 5. Pioneers to introduce Karatmeter.</li></li></ul><li>Integrated Marketing Communication<br /><ul><li>Started with parent company Titan and in 1997 came up with a campaign focused on 22karat pure gold.
  6. 6. Key marketing objectives
  7. 7. Drawing new customers into its stores .
  8. 8. Building long-term relationships with the existing.
  9. 9. Continuous television campaigns around the year.</li></li></ul><li>Corporate image & branding<br />Tanishq creates its buy by<br /><ul><li>Emphasizing on pure 22 carrat gold jewellery.
  10. 10. Lower labour prices.
  11. 11. Distribution through company owned outlets.
  12. 12. Image supported by TATA enterprise(parent company).</li></li></ul><li>Buying behaviour<br /><ul><li>Consumer Values
  13. 13. Evoked Set Method
  14. 14. Consumer Trends
  15. 15. Age Complexity
  16. 16. Gender complexity
  17. 17. Individual Risk </li></li></ul><li>Promotional Opportunity Analysis<br />TARGETS<br /><ul><li>Working women(9-5)
  18. 18. Teenagers
  19. 19. Early nesters</li></li></ul><li>competitors<br />
  20. 20. Public relations<br />
  21. 21. Advertising management<br /><ul><li>Public Relations
  22. 22. Internet marketing and sales
  23. 23. BTL
  24. 24. Exhibitions
  25. 25. Occassional ads
  26. 26. ATL
  27. 27. Television advertisement
  28. 28. Print advertisement
  29. 29. Cinema halls
  30. 30. Sponsorships</li></li></ul><li>Different Campaigns<br />
  31. 31. Some Tv advertisements<br />Appeals used<br /><ul><li>Fear
  32. 32. Rationale
  33. 33. Emotional</li></li></ul><li>Sales promotions<br /><ul><li>Tanishq launches ‘Free gold coin offer’ campaign (July 19, 2008)
  34. 34. Tanishq is a perfect gift for your sister! (August 18, 2007)
  35. 35. Celebrate DHANTERAS with exquisite jewellery from Tanishq (October 10, 2006)</li></li></ul><li>Suggestions<br /><ul><li>More retail outlets.
  36. 36. Should introduce more low range collections.
  37. 37. May try coming up with some limited edition JV’s with other firms manufacturing accessories.</li></li></ul><li>Thank you<br />RECOIL<br />Anamika<br />Bhupinder<br />Jyoti<br />Harveen<br />Tanya<br />
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