Tanishq : Positioning to capture Indian Women's Heart

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Tanishq : Positioning to capture Indian Women's Heart

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

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