How the tanisha has change people perception about Gold

1. Presented By :
Janki Parihar
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2. Introduction Of Tanishq
 Tanishq , India's largest, most trusted and fastest growing jewelry brand
 Offer traditional as well as trendy designs in gold diamond and platinum
 With retail sales of over Rs.10000 crores last financial year
 Tanishq has delivered value to its customers and shareholders
 The production and sourcing units of Tanishq create exquisite designs with
faultless finish
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3. Conti..
 Located at Hosur ( Tamil Nadu) the 135000 sq. ft.
 Manufacturing unit is equipped with the latest and most up-to-date technology tools
 There are 2 units in Dehradun and Pantnagar
 Tanishq has a golden Harvest savings scheme
 which is a unique jewellery purchases scheme, leading to an easy purchases of Tanishq jewellery
of your choice
 with this scheme you can buy for more than what you save because Tanishq will add a special
bonus at the end of the scheme
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4. Conti..
 Tanishq introduced specialized retailing in the fragmented jewellery market of
India
 Today with over 160 opulent stores in over 80 Indian cities
 Tanishq was the country’s only truly national jeweler that sold gold and gem-
studded jewelry in boutiques across India
 Initially tanishq had targeted a more Western consumer
 Which had evoked a “nice, but not for me” reaction from Indian women
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5. Conti..
 The brand had undergone several strategic retooling's over time to reach out to
the traditional but modern Indian segment
 And the Tanishq team was optimistic that they had finally positioned
 Tanishq squarely at the heart of the Indian wedding jewelry market
 At the same time tanishq had successfully launched GoldPlus
 A visible strain had developed between the Tanishq and GoldPlus team as both
brand returned positive results
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6. Product portfolio Tanishq
 The ARIA collection – 7 stone collection
 Tanishq Diva- Gold collection
 Tanishq lightweight – 22 karat
 Tanishq Hoopla- Rings
 Tanishq lightweight Diamonds- Lightwear
 Tanishq solo- (Rings and lightweight nickels )
 Tanishq Zoya- high end (classic jewelry)
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7. Type of segmentation done
 Segmentation was done on the basis of qualitative and quantitative research
 And six segments was identified as a result of research
 The confident matriarch- confident to adapt & to Adopt change- 37% market share
 The balancer – distancing herself from traditional or parent values – 20 % market share
 The uninvolved conformist – much more dependent – 8 % market share
 The display driven or individualist – made her own decision – 5 % market share
 The Sanction seeker – Traditional bound – 30 % market share
 The approval driven – 10 %
 The investment driven – 20 %
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8. Jewelry In India
 The Indian gold jewelry market was estimated at Rs. 60,000 crores annually
 And many Indians had converted cash into gold
 When the Indian govt began to liberalize its economy in the early 1990’s imports
of gold became easier and
 The industry started to thrive; demand surged 45% to 737 metric tons
 Making India one of the fastest growing gold markets in the world
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9. Conti..
 By 2000 according to the World Gold Council,
 India held at least 7% of the world’s gold stock , or about 9500 tons
 Some source put actual figure at closer to 30,000 tons
 Jewelry was very important in an Indian woman’s life
 Considered “streedhan”, Hindi for “woman’s wealth,”
 At minimum, wedding trousseau contained at least two gold bangles
 A gold necklace, earing's, a ring and a nose pin
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10. Conti..
 An investment of about $2550 in a country where per annum capita was about
$350
 Gift of gold jewelry and watches were customary as well
 Dhanteras- the first day of the festival of Diwali –
 Was considered the biggest gold- buying day in the world
 While there was no truly national competitor, tanishq faced local competitor that
were bigger them Tanishq locally
 There were over 25000 family owned independent jewelers
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11. God Consumption Trend In India 1990-2003
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200
400
600
800
1000
1200
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
New Gold Recycled Gold

12. Conti..
 While women were the primary target for jewelry, men were the buyers
 Indian jewelers were essentially retail stockists
 Vendor who owned the inventories supplied to the jewelers through a
consignment arrangement
 At the back end of the supply chain was a group of over 3 million craftsmen or
karigars
 Most being born into the trade and working from their homes
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13. Titan Industries
 Titan was incorporated in 1984 as a joint venture between the Tata Group and
Tamil Nadu industrial Corporation (TIDCO)
 Titan redefined the Indian watch industry and quartz became the new standard
 In early years our core customer was an “Indian” Indian, and “ not a global
Indian “ typically upper- middle class
 With the lifting of controls in the domestic market
 Titan shifted its attention to the domestic jewelry market in 1995
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14. Conti..
 Jewelry watches under new brand – Tanishq
 Introduced, targeted at India’s “super haves”(very high end consumer)
 Positioned the Tanishq watches as jewelry that tells time
 Target market was all urban households with an income of over 1 lakh per month
 The product to be perceived as premium watch with “high snob value”
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15. Conti..
 The communication strategy pegged the brand as an ego satisfier
 Above the mundane and utilitarian
 The advertising campaign generated high awareness and won several
“campaign of the year” awards
 However sales did not follow and the watch experiment was a disaster
 It was a design problem
 The watches were very heavy and appeared clunky and the price were too high
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16. The move from watches to Jewelry
 In 1996 - manufacture jewelry under the Tanishq brand
 The Indian gold jewelry was based on 22- karat gold
 An anything lower was consider junk
 Studded gold jewelry however was based on 18- karat gold
 22 karat gold was too soft to hold gemstones
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17. Conti..
 In February 1996 Tanishq launched its first 18- karat exclusively designed gem- set jewelry range
 Positioned as “ adornment the both body and the mind”
 Indian consumer did not perceive 18- karat jewelry a suited for wedding and festivals
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18. Conti..
 In July 1996 tanishq opened its first boutique in Chennai
 Traditionally Indian jewelers had used their family names
 Usually male as their brand unlike this trend
 Tanishq was markedly feminine “Tan” for body in Hindi,
 And “ishq” which meant love
 Advertising campaigns focused on creating desirability and communicating the
Tanishq boutiques
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19. Repositioning Tanishq : a Gem of an opportunity
 By June 1997 Tanishq piloted an offering of 22- karat plain gold jewelry
 With about 400 designs with an additional 1,000 designs in 18- karat diamond
studded jewelry
 A multimedia campaign launched in both television and press
 They tried to dodge the ‘not for me’ perception without having to offer the full
range of bridal jewelry like traditional jewelers
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20. Conti..
 The brand was about ‘ looking good, feeling good all the time’
 By 2000 Tanishq established a beachhead in 22- karat gold jewelry
 And hit Rs. 100 crore mark as brand
 Tanishq’s markup for gold was 15% - 25%
 Local jeweler markup was 5%-15%
 After some analysis – local jewelers were providing under- karatage jewelry.
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21. Conti..
 Tanishq run a campaign- karatmeter
 It brought a lot of jewelry out into the open
 And people got into the tanishq
 By 2001 Tanesha's sales reached Rs. 166 crores annualized
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22. Sub problems
 Heavy competition
 Failure of gold watches
 Failure to tap wedding market
 Not for me perception
 Internal conflict between tanishq and GoldPlus.
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