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Rishab ppt

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Rishab ppt

  1. 1. Tanishq: Positioning to Capture the Indian Woman’s Heart Prepared by: Ria Thareja BM-015206 Reshub Agarwal BM-015205 Rozina Askari BM-015208
  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. The Rising Price of Gold
  5. 5. Tanishq SWOT Analysis Strengths • Capital • Flexibility • Innovative • Modern Style • Excellent & outstanding advertisement strategy Weaknesses • ‘Not for me’ • Gold Purchase Rituals • Gold Perceptive
  6. 6. Tanishq SWOT Analysis Opportunities • TATA Support • The Wedding Market • Globalization Threats • GoldPlus • Local Jewelers • Gold Significance • Government Regulations
  7. 7. Problem Analysis • Heavy Competition • Failure of Gold watches • Failure to tap wedding Market • ‘‘Not for Me’’ perception • Internal conflicts between Tanishq and Goldplus
  8. 8. Successful Strategies • Complete positioning • Introduction of studded Jewelery • Very high promotion • Pioneering the Karatmeter • Elimination of traditional middlemen
  9. 9. Jewelers Tanishq Vendor or Middlemen Head Karigars Head Karigars Unorganized Karigars Unorganized Karigars Traditional system Vs. Tanishq system
  10. 10. Graph showing the total sales of Tanishq from 1998-2007:
  11. 11. 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

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